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

BERINGER BLASÉ WINE ESTATES

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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