Yellow Tail was developed around the year 2000, originally marketed to export
countries and became the number one imported wine to the USA by 2003.
• Yellow Tail is a brand of wine
produced by Casella Wines Pvt Ltd.
Casella wines is based in Australia.
The largest volume of wines imported into India are from Australia, selling an
estimated 75,000 cases (30 per cent of the total) of all imported wine sales in India
in 2010-11, having narrowly overtaken French wines.
Do you know…
US has third largest aggregated consumption of wine in the world.
Industry: $ 20 billion
Competitors: France, Italy, Spain, Chile, Australia, Argentina.
Market hold: Top 8 companies produce more than 75% of the wine in US
and other 1600 wineries produce the remaining 25%
Casella Wines from Australia created a wine whose strategic profile
broke from the competition.
Within three month Casella Wines’ average sales were tracking at
$ 4.5 million and this was surprising.
7 Principle factors for a wine industry
WHAT IS BLUE OCEAN
• CASELLA WINES must follow Blue
Ocean Strategy to make the competition
irrelevent in the Indian Market
For a successful brand creation….
BLUE OCEAN STRATEGY
Imagine a market universe composed of two sorts of ocean.
Blue Ocean Red Ocean
Red Ocean represent all the industries in
existence today. This is known as Market
Industry boundaries are defined and accepted
Competitive rules of the game are known
Companies tries to outperform their rivals to
grab a greater share of existing demand
As the market space gets crowded, prospects
for profits and growth are reduced
Product become commodities, and cut-throat
competition turns the red ocean bloody.
Blue Ocean denote all the industries not
in existence today. This is the
Unknown Market Space.
Blue Oceans are defined by untapped
market space, demand creation, and the
opportunity for highly profitable
Competition is irrelevant
Rules of game are waiting to be set
Blue Ocean V/s Red Ocean
Study Research claimed that…
0% 20% 40% 60% 80% 100%
Approach to VALUE INNOVATION
Created when a company lowers costs while increasing the companies
value proposition to its buyers
Value innovation is achieved by:
Reducing factors the industry competes on
Increasing buyer value by creating elements the industry has not yet
Enological Terminology, aging quality, above
the line –marketing
Wine complexity, Wine Range, Vineyard
Price Versus Budget Vines
Easy drinking, Ease of Selection, fun and
What actions must it take for
To work hard on:
External FactorsSupport Factor:
Trend for wine
For non-alcholic drinkers
They will be good at:
Opportunities are available
Creation of Uncontested Market
Creation of Blue Ocean Strategy
Highway, Ahmedabad –
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata – 700091.
Goldline Business Centre
Next to Chincholi Fire
(West), Mumbai – 400 064.