7876694 Wine Presentation

7/30/2019 7876694 Wine Presentation

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BERINGER BLASÉWINE ESTATES

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Sonal N. KotianIGTC Batch 2008-2010Roll No- 32

CHARDONNAY


Syrah



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- Crispy- Well balanced acidity level- Citrus hint slightly with lemony tinge- Can be paired very well with Spiced meat & masalas

-Very good ripeness flavor-fruit

-Well balanced Acidity level.-good Tannin structure-not too much astringency-Slightly peppery-Can be paired very well with lightly spiced Indian Cuisine



Present Scenario

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India ranks 77th in wine consumption,

Food processing industry status granted to wineries

The Indian wine markets is valued at $62 million andexpected to grow by 25-30 per cent by 2010,

There is growing awareness about the wine as a productin the domestic market.

India- 38 wineriesMaharashtra -36 wineries




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Upto 80% of the Demand

Wine Standing-Indian Markets


Wine

consumptionper person



Why Wines?

“Wine industry growing at about 30 per cent per year”. Increase in per capita income

- Changing life styles

- Frequent travels abroad

International research on health benefits of wines

Taste for wine has recently become a sign of sophistication amongIndians.

Most Indian bottles cost around US$10, making them far moreaffordable than foreign wines, which can cost several times whatthey would in Europe or the U.S. due to heavy taxes and importduties.

The wine importing business is also murky with grey-marketbootleggers and improperly stored bottles, making locally produced wine an attractive option.

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Marketing strategy

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Blitz Krieg marketing Proper Branding- Sophistication and Classy Create greater awareness among Consumers

Target the states where taxes are lower After sales Customer Satisfaction for futureproduct development



Market Orientation

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How do clients choose your

product in a land of 1000 wines

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Marketing Mix

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Source details


PROMOTION

POSITION

PRODUCT

pPRICE



Product

Caters to both Red wine & White wine drinkers High Quality Designer style bottle Wine Name

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Pricing It shall be a medium priced product Demand-Inelastic Demand Curve Rapid Penetration Pricing Pricing strategy: Partially influenced by Follow The Leader

price policy Analyzing competitor’s costs



Place

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Promotion

Taking the logistics and transport activities slowly in our own hands.(Part of Forward Integration strategy ).

Reduce the transportation time & cost. Protect quality of products. Distribution through retailers as well as in supermarkets and stand-

alones.

Celebrity Endorsement Wine tasting sessions at Page 3 parties. Sponsor a Social Evening. Offer an occasional WINE TOUR Freebies



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TARGETING POSITIONINGSEGMENTATION




Segmentation

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Cities/Metros Age Sex Social Class

Life Style Attitude

Target Concentrated Targeting Differentiated Marketing



Positioning Last name in quality

Only alcohol good for health

Corporate Gifting Item

Life Style Drink

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Pricing Strategy

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Quality Strategy : High quality with medium Price

Price Objective : Product Quality Leadership

Demand : Limited at beginning stage. So there is Inelasticdemand

Estimating Cost : Major costs will be grapes plantation, SalesPromotion & Advertising

Pricing Strategy : Chardonnay- Rs 600 for 750ml.Syrah - Rs 540 for 750ml.

Pricing Method : Going Rate Pricing

É



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Predicted product life cycleThe predicted life cycle curve based life cycles of similar

products in European markets:

S

ALES

VOLUM

E

Time

Growth – Slump – Maturity Pattern*


É



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Introduction Stage:Rapid Penetration – medium price & high promotion

Growth Stage:Quality DifferentiationImproving product quality and stylingEntering new regional markets.

Efficient Distribution CoverageNew advertising shift concept

Maturity Stage:Product Modification

Market Mix Modification

Decline Stage:Increase promotion budget.Show Value Proposition to CustomerRe-Affirm the importance of Quality



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SWOT

Quality Packaging PriceOwn Winery

Brand Penetration Seasonal Availability of Grapes Consumer Mindset

Growing Market Size Increasing Awareness Export Opportunity

Brand Differentiation many ME TOO entrants

Limited Channel of distribution



Consumer Market & Buyer Behavior

Object of Purchase : Combination of Quality and Taste

Objective of Purchase : Quality Proposition

Organization of Purchase : Decider, Buyer

Operation of Purchase : High End Restaurants, Stand-aloneshops, Malls

Occasion of Purchase : Personal Use / Social Gathering



THANK You...........

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Contact

-SONAL N. KOTIAN

Documents

7876694 Wine Presentation