ANALYSIS OF THE GEORGIAN TEA BRANDS

Abstract

The article is devoted to the analysis of the Georgian Tea Brands, as well as the solution of some pressing issues regarding their success in the market. It is impossible without taking into account competitive advantages of foreign tea brands. In the last century, Georgia (South Caucasus) was one of the leading producers of tea in the Soviet Union. Nevertheless, the Georgian tea sector got into a difficult situation after the collapse of the Soviet Union. Since the early 2000s, the Georgian government has been trying to save this sector. Tea production is of great importance for the development of agriculture of Georgia. Revival of this sector can give significant economic and social benefits to rural population, who was actively involved in tea production during the existence of the Soviet Union. Nowadays, some state programs have been launched to stimulate the tea industry. The production of Georgian tea may be promising in the future due to the free trade agreement with the European Union. Today, this field has not lost its significance and still has a great potential for development. At the same time, it is necessary to take into consideration the aspects of the brand management. Product success in the market is closely related to its branding. The brand is intended for identification of goods of one seller or seller group, as well as for differentiation from the competitors' products. Creating an image for a trade mark helps to keep the goods in positioning in the mind of the consumer. Brand is a source of information for the user, which helps to simplify the choice of goods and reduce consumer risk. The brand does not remain unchanged, but it needs to be developed for further success. For the formation of a successful brand, the product has to stand out with the best quality that can be distinguished from other analogues. The main objective of the work is to examine the attitude of consumers to the Georgian tea brands. The goal of the survey is to determine the Georgian customers' attitude towards the Georgian tea brands, to identify weaknesses that prevent the Georgian tea brands from achieving success in the market.