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THEINDIANWINEINDUSTRY
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
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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
LARGE SCALE
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In 2000, the firstwine bottle was
sold.
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Indias leadingpremium wineproducer
Annualconsumptiongrowth of 25%
2ndWinery wasestablished in2004, to satisfythe demand
Multiplebusinessventures hadbeen started
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MATURITY
18 types ofwines in the
productportfolio
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D
ecline
phas
etillyet
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STRENGTHS
Fast Growth ofwine industry(25-30%)
Good infrastructureand climate forcultivation
Health benefits
More exposure towestern cultureespecially amongstwomen
WEAKNESSES
Higher drinkingage
Taste of wine iselite and acquired
Poor awareness
OPPORTUNITIES
Increasing market
Increasingdisposable income
Increasing tourism
Changing lifestyle Export potential
THREAT
PreferWhisk
Ban o
Religio
Irregu
Tax la
High la
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P
T
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P
T
POLITICAL
Central Government has changed the policies
Local Government initiatives
Changes in the Ruling Party
Regional issues
ECONOMICFACTORS
Rising Incomes
Earning at an early age
Price Fluctuation by Glo
Increasing price differen
off trade
LEGAL FACTORS
Changes in various Legal Acts
Advertising laws have become liberal
Foreign Trade & Investment Regulations
Health & Safety Laws
Taxation
SOCIO-CULTURAL FA
Adopting the habits
Considered as a fa
Recent upsurge in
Gives a great snobTECHNOLOGICAL FACTORS
Influence of Digital and Viral Marketing
Attractive Packaging and Bottling
ENVIRONMENTAL FACTORS
Corporate Social Responsibility
Environmental Legislation & Energy Consumption
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YCHOGRAPHIC SEGMENTATI
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
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GEOGRAPHICAL
SEGMENTATION
70%
30%
Population
Rural
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EMOGRAPHIC SEGMENTATION
Male52%
Females48%
GENDER
AGE
Traditionbetween 19
Baby Boobetween 19
Generatbetween 19
Millennials (1977 a
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DEMOGRAPHIC SEGMENTATION
(contd)
Hindu81%
Muslim14%
Christian
2%
Sikh
[PERCENTAGE]
Buddhist1%
Islam
Budd
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SHARE OF SHARE OF
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12%
20%
15%
16%
14%
23%
25%
24%
15%
15%
8%
13%
ENTHUSIASTS
IMAGE
SEEKERS
SAVVY
SHOPPERS
TRADITIONALIST
S
SATISFIED
SIPPERS
OVERWHELME
D
SHARE OF
CONSUMERSHARE OF
PURCHASE
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FUTURETARGETAUDIENCE
0
5
10
15
20
25
30
35
40
Perceptions
and
attitudes of
246
consumers
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MarketingMix
Product
Promotion
Price
Place
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P
R
OD
U
CT
s
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PRODUCT
POSITIONING
Increasingbrandawareness
Economically-pricedbrands
Easy availability
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P
R
OM
O
TI
O
N
P
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P
R
O
M
O
T
I
O
N
WINE PUBLICATIONS
& MAGAZINES
ONLINE/ SOCIAL
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BRAND NAME APPRO
(MAHAR
Rasa Shiraz R.s
Dindori Reserve Shiraz R.s
Sula Riesling R.s
Dindori Reserve Viognier R.s
Sula Sauvignon Blanc R.sSatori Merlot R.s
Sula Cabernet Shiraz R.s
Sula Red Zinfandel R.s
Sula Chenin Blanc R.s
WINE CONSUMPTION IN
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Mumbai37%
Delhi28%
Goa9%
Bangalore6%
Rest of India
20%
WINE CONSUMPTION IN
INDIA
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CompetitiveRivalry within
Industry:Moderate
Bargainingpower of
suppliers: Lowto moderate
Bargainingpower of
buyers: Low
Threat of NewEntrants : Lowto moderate
Threat ofSubstitute
Products: High
PORTERSFIVEFORCEMODEL
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PRODUCTION
INVINEYARDS
STORAGE INWAREHOUSE
DISTRIBUTIONCHANNEL
RETAILERS
(E.G. HOTELS,RESTAURANTS )
CONSU
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D
O
ME
S
TI
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
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FUTURE STATEGY
RECOMMENDATIONSTarget the young generation by using high endproducts
Increasing urban mindset; increasingawareness and breaking the myths
Wines Sweeter in taste with higher alcohol levelpreferred by Indians
Participation In International Festivals likeVINEXPO, Fetes De Geneva
Starting educational Institutes like Rudd Centrefor Wine Studies, Culinary Institute of America
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Cook-Out sessions with International Chefs
Develop a Mobile application wherein guests can findinformation on wine consuption
Indian restaurants based at different locations around theworld should be used to market Sula wines
Expansion in other alcoholic drinks sector
Invite guests for stomping festivals where guests canmake their own wines
Sponsor charity events such as wine tasting fund raisingauctions
Corporate Gifting
FUTURE STATEGY
RECOMMENDATIONS (Contd)
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