Try to put pictures here at the top on the left and the right..try to work a lil on the coloring too..see if that can b made a lil darker. The footer shld be in black
lemony…this kind can be paired very well with lightly spiced chicken…veg pastes..pizzas…fresh…this enhance the flavour of the food… cus linian palate prefers sumthin like this…sumthin dat is not too harsg… indian cuisenes like chicken tikka….littlr more sweet…
Approximately 38 wineries are presently operating in the country with a total production of 6.2 million liters annually. Maharashtra is leading among the states with 36 wineries and 5.4 million liter production During the year 2005, the total annual production of wine in India was 6.214 million litres, out of this 5.4 million litres is produced in Maharashtra alone that comprises 2.54 million litres of red wines and 2.69 million litres of white wines. This is a very small fraction as compared to world’s annual production of 32,000 million litres. The country also imports 72,000 wine cases (9 litres/case) in a year.
The stats to explain the indian and international markets The wine business is still relatively small, especially considering India's population of 1.1 billion. In 2006, Indian winemakers sold roughly 940,000 cases of wine domestically and 60,000 cases overseas, up from 530,000 domestic cases and 30,000 overseas in 2003, according to industry figures. THE WINE CONSUMPTION PER PERSON IS VERY LESS AS SEEN FROM THE STATS…DAT SHOWS DAT DERE IS SOO MUCH SCOPE FOR GROWTH . With sales accelerating, major global players have recently jumped into the grape-stomping barrel, including Seagram India Ltd., a subsidiary of spirits giant Pernod Richard Group; UB Group, brewer of Kingfisher beer and the world's second-largest alcohol manufacturer; and Diageo India Ltd., owned by the company behind Guinness stout, Johnnie Walker whiskey and Smirnoff vodka.
-Indians who have grown wealthy as the economy has boomed, and scores of wineries have opened in recent years to quench their thirst -Two of the country’s biggest grape-producing districts, Nasik and Sangli, are in Maharashtra; 20,000hectares of vineyards here grow more than one lac tons of grapes a yea - As much as 99 per cent of the grapes is used for making honey, crushes and jams, or consumed fresh or dry. The rest is used for making wine. Thus the opportunity in this sector is immense and given proper help and guidance this sector can be of great help for employment as well as for earnings.
People prejudices about this alcohol as such persay…. Maharshtra goa…excise holiday…after 2011…dey shall revamp taxes…16% oof the manufacturin cost..
Market Orienatation and stances-mix of both marketing concept and selling concept Selling Concept -Consumers and buyers will not ordinarily but enough unless supported by an aggregrate selling and promotion efforts Marketing concept-Key to achieveing the orgn goals consisits in the co being more effective anf efficient then the competitors in creating, deliviering & communicating superior product satisfactionto the choosen target market. In terms of packaged well in terms of high quality..
Put a pic of a wine cellar as the background…inversely use this to explain y the 4 ps are important
Packaging…..attractive capsules…the way it had been bottled… Superior wines at the price…we assure u…ticle ur senses at the same price…customer loyalty..
Pricing- Chardonnay-600 for 750 ml(expensive grapes..want o give better quality at a better packaing…..(enjoyin excise benefits ..pass it to them….to the consumer…here m makin m profits… Syrah-
In the markets….retails in shops..malls.stand-a alone……supermarkets…..
: Targeted only at some selective portion of the society by creating special reputation about it’s quality. It will come across as a slightly higher priced product which will be consumed by customers in particular market segments as explained above…niche class of people.. Easier to conquer the markets after dividing it Diffrentiaition helps to fight on a non price plank Age group between-25---60….
Also refer to KOTLER PPT no 8 The only alcohol dat is inversely good for health…essence of quality… Corporate gifting item…..amonf corporates.. Wine white as a party drink…miidle aged get togther wld pop up with sa beringer blasé..lifestyleparty…kitty parties..ladies nyt out.. LIFE STLYE DRINK…NICHE MARKET…
Maharshtra goa…excise holiday…after 2011…dey shall revamp taxes…16% oof the manufacturin cost.. Wheears it is the case of follow the leader-Going Rate Pricing Pricing- Chardonnay-600 for 750 ml(expensive grapes..want o give better quality at a better packaing…..(enjoyin excise benefits ..pass it to them….to the consumer…here m makin m profits… Syrah-
-Sales are low - product undergoes teething troubles - demand has to be created and developed - Customers have to be prompted to try a new product ------------------refer to mahajan samants no tes INTRODUCTION STAGE Rapid Market Penetration Strategy.. We will follow rapid skimming strategy at this stage i.e. high value and high promotion Market penetration involves with a view to having a good market coverage & eventually a mass market for the product Also aims the competition out.. GROWTH STAGE Improved product styling and quality New product features Advertising shifts from product awareness tp product preferences Efficient distribution coverage and enter new distribution channels MATURITY STAGE Introducing still new features in the product depending upon the product-features of competitors . Some features of competitor’s product will give us new ideas about our own product. Packaging material of the product can be improved to make it more durable in a country like India where the weather is hot & humid. Marketing mix modification: Strengthen our forward integration strategy to gain advantage over competitors.
Tapping the whole market… SEASONAL AVAILABILITY OF GRAPES IRREGULAR DEMAND MIND OF THE CONSUMER-ALCOHOL IS BAD UTALIAN WINE….GERAMAN WINES IN DEMAND… Ppl have a certain perception about a brand and that they wld buy dat only GROWING AWARENESS SOCIALISING MEANS.. New varieties GROWING AWARENESS SOCIALISING MEANS.. New varietiesGROWING AWARENESS SOCIALISING MEANS.. THREATS- Ppl have a certain perception about a brand and that they wld buy dat only Limited channel of distribution-no deep pockets.. Not very well established Too many entrants-me2 varities ebterin the segment Only 2 products wereas ppl are having more differentiation on their portfolio…
Close ended questions..
BERINGER BLASÉ WINE ESTATESBERINGER BLASÉ WINE ESTATESCHARDONNAY Syrah Sonal N. Kotian IGTC Batch 2008-2010 Roll No- 32 1
BERINGER BLASÉ WINE ESTATES- 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 2
BERINGER BLASÉ WINE ESTATESPresent ScenarioIndia ranks 77th in wine consumption,Food processing industry status granted to wineriesThe Indian wine markets is valued at $62 million and expected to grow by 25-30 per cent by 2010,There is growing awareness about the wine as a product in the domestic market.India- 38 wineries Maharashtra -36 wineries 3
BERINGER BLASÉ WINE ESTATESWine Standing-Indian Markets Upto 80% of the Demand Wine consumption per person 4
BERINGER BLASÉ WINE ESTATESWhy 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 among Indians. Most Indian bottles cost around US$10, making them far more affordable than foreign wines, which can cost several times what they would in Europe or the U.S. due to heavy taxes and import duties. The wine importing business is also murky with grey-market bootleggers and improperly stored bottles, making locally produced wine an attractive option. 5
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 future product development 6
BERINGER BLASÉ WINE ESTATESProduct Red wine & White wine drinkersCaters to bothHigh QualityDesigner style bottleWine NamePricing It shall be a medium priced product Demand-Inelastic Demand Curve Rapid Penetration Pricing Pricing strategy: Partially influenced by Follow The Leader price policyAnalyzing competitor’s costs 10
BERINGER BLASÉ WINE ESTATESTaking 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 EndorsementWine tasting sessions at Page 3 parties.Sponsor a Social Evening.Offer an occasional WINE TOURFreebies 11
BERINGER BLASÉ WINE ESTATESPositioning Last name in quality Only alcohol good for health Corporate Gifting Item Life Style Drink 14
BERINGER BLASÉ WINE ESTATESPricing Strategy Quality Strategy : High quality with medium Price Price Objective : Product Quality Leadership Demand : Limited at beginning stage. So there is Inelastic demand Estimating Cost : Major costs will be grapes plantation, Sales Promotion & Advertising Pricing Strategy : Chardonnay- Rs 600 for 750ml. Syrah - Rs 540 for 750ml. Pricing Method : Going Rate Pricing 15
BERINGER BLASÉ WINE ESTATESThe predicted life cycle curve based life cycles of similar products in European markets: Growth – Slump – Maturity Pattern* S A L E S V O L U M E Time 16
BERINGER BLASÉ WINE ESTATES Introduction Stage: Rapid Penetration – medium price & high promotion Growth Stage: Quality Differentiation Improving product quality and styling Entering new regional markets. Efficient Distribution Coverage New advertising shift concept Maturity Stage: Product Modification Market Mix Modification Decline Stage: Increase promotion budget. Show Value Proposition to Customer Re-Affirm the importance of Quality 17
Quality Brand Penetration Packaging Seasonal Availability of Grapes Price Consumer MindsetOwn Winery Growing Market Size Brand Differentiation Increasing Awareness many ME TOO entrants Export Opportunity Limited Channel of distribution 18
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-alone shops, Malls Occasion of Purchase : Personal Use / Social Gathering
THANK You........... Contact -SONAL N. KOTIAN 20