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    MMS-A Group 9 Sula Wines

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    Jeet Shah
    The Indian wine industry has experienced rapid growth in recent decades due to factors such as globalization, rising incomes, and relaxed government regulations. However, it still faces challenges like cultural preferences for other alcoholic drinks, religious beliefs against alcohol, and lack of awareness about wine. Leading companies in the industry segment the market based on factors like geography, demographics, and consumer attitudes in order to better target their products, pricing, placement, and promotion strategies to continue driving the industry's expansion. The future of the Indian wine market depends on further increasing awareness, developing new product varieties, and exploring additional distribution channels.

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    MMS-A Group 9 Sula Wines

    Uploaded by

    Jeet Shah
    287 views33 pages
    The Indian wine industry has experienced rapid growth in recent decades due to factors such as globalization, rising incomes, and relaxed government regulations. However, it still faces challenges like cultural preferences for other alcoholic drinks, religious beliefs against alcohol, and lack of awareness about wine. Leading companies in the industry segment the market based on factors like geography, demographics, and consumer attitudes in order to better target their products, pricing, placement, and promotion strategies to continue driving the industry's expansion. The future of the Indian wine market depends on further increasing awareness, developing new product varieties, and exploring additional distribution channels.

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    The Indian wine industry has experienced rapid growth in recent decades due to factors such as globalization, rising incomes, and relaxed government regulations. However, it still faces challenges like cultural preferences for other alcoholic drinks, religious beliefs against alcohol, and lack of awareness about wine. Leading companies in the industry segment the market based on factors like geography, demographics, and consumer attitudes in order to better target their products, pricing, placement, and promotion strategies to continue driving the industry's expansion. The future of the Indian wine market depends on further increasing awareness, developing new product varieties, and exploring additional distribution channels.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    287 views33 pages

    MMS-A Group 9 Sula Wines

    Uploaded by

    Jeet Shah
    The Indian wine industry has experienced rapid growth in recent decades due to factors such as globalization, rising incomes, and relaxed government regulations. However, it still faces challenges like cultural preferences for other alcoholic drinks, religious beliefs against alcohol, and lack of awareness about wine. Leading companies in the industry segment the market based on factors like geography, demographics, and consumer attitudes in order to better target their products, pricing, placement, and promotion strategies to continue driving the industry's expansion. The future of the Indian wine market depends on further increasing awareness, developing new product varieties, and exploring additional distribution channels.

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    of 33

    THE INDIAN WINE INDUSTRY

    India is not traditionally a wine drinking country. Prohibition in India & Higher Price Stringent and regressive government rules with different taxation Unfavorable rules for domestic marketing of wines in most states Lack of promotional activities for wine consumption

    LARGE SCALE
    Globalization and Liberal economic measures Rising incomes of the population Exposure to new cultures due to Globalization Relaxation of Government regulations and policies Growth in the number of foreign tourists

    In 2000, the first wine bottle was sold.

    Globalization Multiple business ventures had been started

    Indias leading premium wine producer

    Annual consumption growth of 25%

    2nd Winery was established in 2004, to satisfy the demand

    18 types of wines in the product portfolio

    MATURITY

    Decline phase

    till yet.

    STRENGTHS

    WEAKNESSES

    OPPORTUNITIES

    THREATS Preference for Whisky Ban on advertising Religious beliefs Irregular weather Tax laws High land costs

    Fast Growth of wine industry(2530%) Good infrastructure and climate for cultivation Health benefits More exposure to western culture especially amongst women

    Higher drinking age Taste of wine is elite and acquired Poor awareness

    Increasing market Increasing disposable income Increasing tourism Changing lifestyle Export potential

    POLITICAL


    LEGAL FACTORS

    Central Government has changed the policies Local Government initiatives Changes in the Ruling Party Regional issues
    ECONOMIC FACTORS
    P

    Changes in various Legal Acts Advertising laws have become liberal Foreign Trade & Investment Regulations Health & Safety Laws Taxation

    Rising Incomes Earning at an early age Price Fluctuation by Global Commodity Markets Increasing price differential between on & off trade SOCIO-CULTURAL FACTORS Adopting the habits of the British Considered as a fashionable drink Recent upsurge in caf culture Gives a great snob value

    ENVIRONMENTAL FACTORS

    Corporate Social Responsibility Environmental Legislation & Energy Consumption TECHNOLOGICAL FACTORS

    Influence of Digital and Viral Marketing Attractive Packaging and Bottling

    SYCHOGRAPHIC SEGMENTATION
    Super-core consumers
    consume wine daily

    Core consumers
    consume wine at least 2 or 3 times a month

    Marginal
    consume wine at least 2 or 3 times a quarter

    Non-adopters
    consume alcohol but do not consume wine

    Non-drinkers
    do not drink any alcoholic beverages

    GEOGRAPHICAL SEGMENTATION
    Population
    30%

    Rural
    70%

    Urban

    DEMOGRAPHIC SEGMENTATION
    GENDER AGE
    Traditionalists (born between 1900 and 1945) Baby Boomers (born between 1946 and 1964)
    Females 48% Male 52%

    Generation X (born between 1965 and 1977) Millennials (born between 1977 and 2000)

    DEMOGRAPHIC SEGMENTATION Muslim (contd) 14%


    Christian Sikh 2% [PERCENTAG Islam E] Buddhist 1%
    Sikhism

    Hindu 81%

    Buddhism

    Jainism

    SHARE OF CONSUMER ENTHUSIASTS

    12%

    SHARE OF PURCHASE

    25%
    IMAGE SEEKERS
    SAVVY SHOPPERS
    TRADITIONALIST S

    20% 15%
    24% 15% 15% 8%

    16%
    14% 23%

    SATISFIED SIPPERS

    OVERWHELME D

    13%

    FUTURE TARGET AUDIENCE


    40 35 30

    Perceptions and attitudes of 246 consumers

    25
    20 15 10 5 0

    Product

    Place

    Marketing Mix

    Promotion

    Price

    P R O D U C T s

    PRODUCT POSITIONING
    Increasing brand awareness

    Economically-priced brands Easy availability

    P R O M O T I O N

    P R O M O T I O N

    WINE PUBLICATIONS & MAGAZINES

    ONLINE/ SOCIAL MARKETING

    BRAND NAME

    APPROX. PRICE (MAHARASHTRA) R.s 1100 R.s 810

    Rasa Shiraz Dindori Reserve Shiraz

    Sula Riesling
    Dindori Reserve Viognier

    R.s 750
    R.s 720

    Sula Sauvignon Blanc


    Satori Merlot Sula Cabernet Shiraz Sula Red Zinfandel Sula Chenin Blanc

    R.s 570
    R.s 510 R.s 498 R.s 474 R.s 474

    WINE CONSUMPTION IN INDIA


    Rest of India 20%
    Bangalore 6% Goa 9% Mumbai 37%

    Delhi 28%

    PORTERS FIVE FORCE MODEL


    Bargaining power of suppliers: Low to moderate

    Threat of Substitute Products: High

    Competitive Rivalry within Industry: Moderate

    Bargaining power of buyers: Low

    Threat of New Entrants : Low to moderate

    PRODUCTION IN VINEYARDS

    RETAILERS (E.G. HOTELS, RESTAURANTS )

    CONSUMERS

    STORAGE IN WAREHOUSE

    DISTRIBUTION CHANNEL

    D O M E S T I C

    Chateau indage

    Grover vineyards
    Chateau dori Vinsura ND wines

    Vintage wines (Reveilo)


    UB group (Four seasons & Zinzi) Seagrams nine hills Vininicola Pvt. Ltd.

    COMPETITORS

    FUTURE STATEGY RECOMMENDATIONS

    Target the young generation by using high end products Increasing urban mindset; increasing awareness and breaking the myths Wines Sweeter in taste with higher alcohol level preferred by Indians Participation In International Festivals like VINEXPO, Fetes De Geneva Starting educational Institutes like Rudd Centre for Wine Studies, Culinary Institute of America

    FUTURE STATEGY RECOMMENDATIONS (Contd) Cook-Out sessions with International Chefs


    Develop a Mobile application wherein guests can find information on wine consuption Indian restaurants based at different locations around the world should be used to market Sula wines Expansion in other alcoholic drinks sector Invite guests for stomping festivals where guests can make their own wines

    Sponsor charity events such as wine tasting fund raising auctions Corporate Gifting

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