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