Tinatin Imnadze: "The Environment Is Changing, That Is, Continuing Innovation Is Needed For Survival And Development"
Interview with Tinatin Imnadze, Marketing and Sales Manager at Schuchmann Wines Georgia
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
After graduating from school, I had very different plans, and enrolled in the Art Theory faculty, and completed my studies. One summer, I had some free time to join a temporary sales associate at a wine company. For the first time, I was in touch with the world of sales, and I became interested in every detail, like why some companies had very good products but low recognition, and sales, or vice versa. In the end, all the answers brought me to marketing, and that's where my time with marketing began. Then my temporary collaboration with this company developed into a serious career, I grew and studied for 4 years, and finally settling into my profession. It is Schuchmann Wines Georgia that has helped me, and helps me, find the answers to all sorts of interesting questions
What challenges do you face as a leader in marketing during a time of technological change?
It is impossible to be involved in this process and not constantly be in search of change. If you created something cool yesterday, you shouldn’t stop, you need to refine it today, adjust it today, and think about what you might add to it tomorrow. Technological changes are driving us to work at such a pace that if it took at least a day to deliver specific information to a targeted segment, it now takes a minute. New technologies are changing the consumer market on a daily basis, and responding to people's demands in new ways. A well-established market leader in any industry can suddenly face a fast-growing, high-quality, low-cost competitor that will outcompete with unlimited technological research, development and marketing platforms.
What has changed in the field in the last 5 years, and what changes are expected?
They have been actively talking about the fourth technological revolution, the digital revolution. In this process, four factors will be important for businesses - customer expectations, product development and improvement, collaborative innovations, and organizational forms. At the epicenter of the economy are consumers, now, and therefore business development will depend on the service and product they provide. Companies will have to adjust their methods and business models to new realities, where a simple digitization of the process is no longer enough, and which relies on innovative technologies. We need to understand that the environment is changing, that is, survival and development need constant innovation.
What do you think are the most important traits a marketing manager should have, and what is his or her role in the organization in general?
From personal experience, what helps me the most is the maximum involvement in the processes. Having gone through so much detail and so many steps, I have come to realize that superficial management and giving orders from the top office cannot be as effective as being on-site and dealing with staff. Competence and the ability to prioritize well are also essential.
A good marketing manager should be the motivation and spark for the whole organization.
What’s your organization’s business model, in terms of marketing?
We produce about 2 million bottles of wine per year, both for export and for the Georgian market. Every action, from picking grapes to finishing bottles, is fully customer-focused. It's not just a business; Georgian wine production is a tradition, part of a culture and identity. Every step is a responsibility and a danger; mistakes are not forgivable in this field.
One word that describes your job.
Just naming a development would not be enough, so let me use two words, continuous development.
The most useful advice you’ve ever received in your life?
Definitely ask what interests you and find answers everywhere, these answers can be key to many problems.
This proved to be the most useful, because I found myself in this field by searching for answers.
Think of a person who inspires you, professionally.
People who never stop, are not satisfied with their own achievements, and are always trying to grow and develop.
