Sula Wine Case Study_2013GLPT1-G2

GLMBA2013 PT-1 ：Jane HuJane Hu ，， Jenny HuaJenny Hua ，，Alex XiaAlex Xia ， ， Ricky XuRicky Xu ，， DanDan

Agenda

Sula Wine Introduction

Challenges and Opportunities

Innovation

Future Strategy

Suggestion

1

2

3

4

5

Sula Wine Introduction

Founder: Rajeev Samant

Sula Vineyard located in Nashik, Maharashtra, India.

Sula Wines was the valley's first commercial winery.

The first Sula wines, released in 2000.

Be widely acclaimed as India’s best white wines.

In 2003, release first Zinfandel Rose Wine in India.

In 2005, release fist dessert wine in India.… ….

Challenges

No specialized knowledge for growing grapes

Technology

Business Process Marketing

1. Difficult to store2. Equipment is expensive

1. No license was approved by government for 15 years

2. No bank was will to lend3. High tax

Product

No national wine distributors in India

Sell Sula and spread consumer awareness about the product and the brand

Opportunities

The land of Nasik was suitable to grow grape1

2 There are a large number of rural population in Nasik

3 The wine industry in India was almost non-existent

4 High-potential for India wine market

Innovation

1. Returned to California to meet a few professors

2. Kerry Damsky, an expert winemaker, became his partner

Technology

Business Process Marketing

1. Constructed the first refrigerated stainless steel winery in India

2. Used second-hand equipment to cost down and only first-hand equipment to produce world-class wine

1. A bank finally agreed to provide $1.5 million

2. Obtained winemaking license3. Slashed taxes

Product

1. Brand building2. Build up distribution

network3. Become international

wine and spirit manufactures’ exclusive importers

1. Variety Wine product2. High Quality

Differentiated

Niche Low Cost

Future Strategy

High QualityPremium Wine

1, Publicity2, High-end Product

1, Merge & Acquisition2, Cost Effective

Other Suggestions

1, International Standard & Quality2, Affordable Price

1, Online Business

1, Ethical2, Healthy Drink3, Wine Culture

1, Publicity2, Social Media Marketing

Thank you ！