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    Sula Wines

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    Anirvaan Ghosh
    Sula Wines was established in 1997 in Nashik, India and released its first wines in 2000. It has since expanded significantly to become one of the largest wine producers in India, with over 1,800 acres of vineyards. Sula produces a variety of Indian wines and exports to over 15 countries. While targeting consumers in metropolitan areas and higher-income groups, Sula aims to position its wines as high quality, affordable, and representative of Indian products through domestic and international marketing efforts.

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    Sula Wines

    Uploaded by

    Anirvaan Ghosh
    304 views15 pages
    Sula Wines was established in 1997 in Nashik, India and released its first wines in 2000. It has since expanded significantly to become one of the largest wine producers in India, with over 1,800 acres of vineyards. Sula produces a variety of Indian wines and exports to over 15 countries. While targeting consumers in metropolitan areas and higher-income groups, Sula aims to position its wines as high quality, affordable, and representative of Indian products through domestic and international marketing efforts.

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    Sula wines marketing strategies

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    Sula Wines was established in 1997 in Nashik, India and released its first wines in 2000. It has since expanded significantly to become one of the largest wine producers in India, with over 1,800 acres of vineyards. Sula produces a variety of Indian wines and exports to over 15 countries. While targeting consumers in metropolitan areas and higher-income groups, Sula aims to position its wines as high quality, affordable, and representative of Indian products through domestic and international marketing efforts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    304 views15 pages

    Sula Wines

    Uploaded by

    Anirvaan Ghosh
    Sula Wines was established in 1997 in Nashik, India and released its first wines in 2000. It has since expanded significantly to become one of the largest wine producers in India, with over 1,800 acres of vineyards. Sula produces a variety of Indian wines and exports to over 15 countries. While targeting consumers in metropolitan areas and higher-income groups, Sula aims to position its wines as high quality, affordable, and representative of Indian products through domestic and international marketing efforts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    SULA WINES

    INTRODUCTION: HISTORY AND CURRENT POSITION


    Sula Wines was established by Rajeev Samant, a Stanford-trained engineer in 1997. Situated 180 km northeast of Mumbai, Nashik is Indias largest grapegrowing region. The first Sula wines were released in 2000. In November 2002, Wine Spectator the worlds No.1 wine magazine did a five-page feature on Sula, a proud first for an Indian winery. The second and third winery were established in 2004 and 2006.

    INTRODUCTION : CONTINUED
    Sula has expanded from the original 30 acre to 1,800 acres in vineyards. Sula is aiming to sell 7.5 million bottles across its own 25-odd brands, this fiscal. Wide national distribution network Sula also exports its wines internationally Revenues of Rs. 140 crore in FY 2012 For FY 2013, the company is targeting revenues of Rs. 200 crore.

    VARIETY
    Varietals planted include Cabernet Sauvignon, Shiraz, Zinfandel and Merlot. Chenin Blanc, Sauvignon Blanc, Viognier and Riesling. Red wine Cabernet Shiraz and white wines Chenin Blanc and Sauvignon Blanc are among its bestselling brands.

    PRODUCT
    Wine is primarily dependent on the grape quality Different regions around the world have different tastes SULA vineyards grows may varieties of grapes. It started of with French Sauvignon Blanc and Californian Chenin Blanc

    PRICE
    SULA has wines in the affordable segment Their first wine was priced at 450 in the year 2000 During recession they introduced cheaper wines at Rs. 200 per bottle The most expensive wine is Sula Rasa Shiraz Red Wine at Rs 1400 per bottle

    PROMOTION
    Below the line marketing strategies E-Tuesday Tasting Rooms SULA Fest 5 star Restaurants like Taj Own chain of Italian restaurants Wine Tourism Point of Sale Promotion by high retailer margin

    PLACE
    80 Distribution points as wine storage is crucial 170 sales executives pushing sales across the country Wide Distributor network to take it to almost every state in India

    INTERNATIONAL PRESENCE
    Belgium

    Kenya Nepal Bhutan Sri Lanka Canada Sweden Finland Switzerlan Germany d Italy UAE Japan UK USA

    INTERNATIONAL EXPANSION : REASONS


    Leaders in the Indian Wine Industry Foreign Markets are much larger in size International Recognition a must in the wine industry Indians when they travel abroad also feel nice when they a recognized domestic brand on the menu.

    INTERNATIONAL PROMOTION AND EXPANSION STRATEGY


    First stage is to target all Indian restaurants Second stage would be to reach out to all mid segment restaurants Once it is a recognized brand then push it to retailers Popular in UK. Cult favorite in Japan

    EPRG Model
    Ethnocentric Organization Helps in targeting the right audience Wants to create a distinct identity for Indian wines globally Also helpful in the first stage of interntional promotion

    International Distribution
    Presence of International Distributors in 15 countries Partnerships with online wine providers throughout the world
    The Wine Web New York Wine Excchange Novum Wines

    SEGMENTATION & TARGETING


    Two segmentations are required in the wine marketing
    Geographic Demographic

    Wines are popular only in metropolitan and Class I cities. Wines are primarily consumed by above average income groups even though it is not expensive

    POSITIONING
    Good Quality Product Low on Cost Domestic product
    Since people these days are hooked to the Indian brand idea

    High value for money

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