BERINGER BLASÉ BERINGER BLASÉ
WINE ESTATESWINE ESTATES
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Sonal N. KotianIGTC Batch 2008-2010Roll No- 32
CHARDONNAYCHARDONNAY
BERINGER BLASÉ WINE ESTATES
SyrahSyrah
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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
Present Scenario
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India 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
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Upto 80% of the Demand
Wine Standing-Indian Markets
BERINGER BLASÉ WINE ESTATES
Wine consumption per 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 winesTaste 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.
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BERINGER BLASÉ WINE ESTATES
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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 future product development
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BERINGER BLASÉ WINE ESTATES
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BERINGER BLASÉ WINE ESTATES
Marketing Mix
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Source details
BERINGER BLASÉ WINE ESTATES
pPRICE
ProductCaters to both Red wine & White wine drinkersHigh QualityDesigner style bottleWine Name
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BERINGER BLASÉ WINE ESTATES
Pricing 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
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BERINGER BLASÉ WINE ESTATES
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 EndorsementWine tasting sessions at Page 3 parties.Sponsor a Social Evening.Offer an occasional WINE TOURFreebies
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TARGETINGPOSITIONIN
G
SEGMENTATION
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BERINGER BLASÉ WINE ESTATES
Cities/Metros Age Sex Social ClassLife Style Attitude
Concentrated Targeting Differentiated Marketing
PositioningLast name in qualityOnly alcohol good for healthCorporate Gifting ItemLife Style Drink
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BERINGER BLASÉ WINE ESTATES
Pricing Strategy
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BERINGER BLASÉ WINE ESTATES
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
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The predicted life cycle curve based life cycles of similar products in European
markets:
SA LES
VOLUME
Time
Growth – Slump – Maturity Pattern*
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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
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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-alone shops, Malls
Occasion of Purchase : Personal Use / Social Gathering
THANK You...........
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Contact
-SONAL N. KOTIAN