SULA WINES

Marketing ReportMMS A 2013-15SULA WINES

HEMANT CHOUDHARYTUSHAR JOSHINAMAN KHANDELWAL33PURAV NANAVATI38JEET SHAH51SWARALI THIPSAY58

TABLE OF CONTENTSI. THE INDIAN WINE INDUSTRYII. THE HISTORY OF SULA WINES

THE INDIAN WINE INDUSTRYIndia is not traditionally a wine drinking country. Due to earlier period of prohibition in India and higher price compared to spirits like whisky and brandy manufactured in the country, the manufacture and consumption of wine in India was insignificant when compared to other countries.

The following factors contributed to Indias low wine production and consumption:

Climatic conditions Poor storage facilities Poor transport facilities Lack of promotional activities for wine consumption Unfavourable rules for domestic marketing of wines in most states Stringent and regressive government rules with different taxation

Despite these obstacles, a large-scale expansion in the Indian wine industry was experienced in the late 1980s and early 1990s as a result of globalization and liberal economic measures, as well as notable initiatives in modern wine growing by producers such asChateau Indage India's first commercial winery. Today the scenario has changed drastically. Indiais a rapidly emerging wine industry, both in terms of both production as well as consumption, and has the potential to become a significant player on the world wine scene. The countryhas consistently experienced the highest growth in consumption in the world around 2030% a year between 2002and 2010.To meetthis demand, not only a significant quantity of wine is imported annually, but India also has a mix of well-established and evolving domestic wineries.

The following factors are adding to the higher consumption of wine in India:

Rising incomes of the population Changing demographic structure Exposure to new cultures due to Globalization Growth in the number of foreign tourists Relaxation of Government regulations and policies

The following are identified as the main wine producing regions in India:

1. Maharashtra region Nasik region Sangli region Pune region Solapur region Ahmednagar region2. Karnataka region Bangalore region3. Himachal region Kullu and manali region

The following are identified as the main wine consuming regions in India:

1. Mumbai2. Delhi3. Bangalore4. Goa

THE HISTORY OF SULA WINES

Rajeev Samant, the Stanford-trained engineer quit his lucrative Silicon Valley job to move back to India in 1993. In Nasik, where he owned a 30 acre family estate, Rajeev decided to start a winery under the guidance of the Kerry Damskey, an eminent Californian winemaker. The duo took the revolutionary step of planting FrenchSauvignon Blancand Californian Chenin Blanc varieties that had never been planted before in India.

A second winery with thrice the capacity of the first was completed in late 2004 to keep up with the increasing demand, and a third million litre winery started operations in 2006.

Sula has expanded from the original 30 acre family estate to about 1,800 acres (owned and contracted) under plantation, both in Nasik as well as in Dindori.

PRODUCT PORTFOLIO OF SULA WINES Wines are broadly classified as:

1. SULA REDS

The following varieties of wines are available in this category:

a. Dindori Reserve Shiraz

It is grown in DindoriIt should be served at 16-18oCIt goes well with grilled meat and hard cheeses

b. Sula Cabernet Shiraz

It has aromas of black pepperIt should be served at 16-18oCIt goes well with medium-boiled food

c. Satori Merlot/ Malbec

It has hints of black cherry and ripe red fruitIt should be served at 16-18oCIt goes well with meat or spicy meals

d. Sula Zinfandel

It has blackberry aromas with cinnamon and plum flavoursIt should be served at 14-16oCIt goes well with light dishes or soft cheeses

e. It has fruity flavourIt should be served at 14-16oCIt goes well with kebabs and curriesMosaic Red

f. Madera Red

It is a young, fruity wineIt should be served at 14-16oCIt goes well with a variety of Indian dishes

g. Samara Red

It should be served slightly chilledIt goes well with a variety of Indian dishes

h. Rasa

It the best red wine manufactured by SulaIt should be served at 16-18oCIt is a collectors edition wine

2. SULA WHITES

The following varieties of wines are available in this category:

a. Dindori Reserve Viognierb. Sula Rieslingc. Sula Sauvignon Blancd. Sula Chenin Blance. Mosaic Chenin Sauvignonf. Madera Whiteg. Samara Whiteh. Dia White

3. SULA ROSE

The following varieties of wines are available in this category:a. Sula Zinfandel Roseb. Mosaic Rosec. Madera Rose

4. SULA SPARKLING

The following varieties of wines are available in this category:

a. Sula Brutb. Sula Brut Rosec. Sula Seco

5. SULA DESSERT

The following is the only variety of wine available in this category:

a. Sula Late Harvest Chenin Blanc

It has the aromas of mango, honey and tropical fruitsIt should be served at 8-10oCIt can be paired with nut platters, cakes, cookies, pies and desserts

PESTEL ANALYSIS

SWOT ANALYSIS

The following diagram illustrates the SWOT analysis for Sula:

PRODUCT LIFE CYCLE

PROMOTION

1. SULAS WINE TASTING ROOM2. SULA FEST3. SULA WINE CLUB4. WINE PUBLICATIONS AND MAGZINES5. ONLINE/ SOCIAL MARKETING6. FOOD AND BEVERAGE PORTALS7. MOBILE APPLICATIONS

DOMESTIC COMPETITORS

1. CHATEAU INDAGE2. GROVER VINEYARDS3. CHATEAU dORI4. VINSURA5. ND WINES6. VINTAGE WINES (REVEILO)7. UB GROUP (FOUR SEASONS & ZINZI)8. SEAGRAMS NINE HILLS9. VININICOLA PVT. LTD.10. FLAMINGO WINES

STATISTICS

Total Area1800 acres

Total capacity of Wineries7-8 million litres

Target number of bottles to sell (owned and imported)8 million

Number of Wineries35

Target for FY 2013200 crores

Target Market Share70%

Number of visitors to SulaFest10,000

Number of visitors for the Tastings2,00,000

Number of export countries15

Number of Distributors80

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