Beruflich Dokumente
Kultur Dokumente
PROJECT REPORT
ON
AT
MBA(MARKETING)
BY,
SIDDHARTH S GHODKE,
CMRD,
SNEPATI BAPAT ROAD, PUNE
YEAR: 2009
1|Page
ACKNOWLEDGMENT
Last but not least we are indebted to those entire people who indirectly
contributed and whom this work should not have been possible.
Endeavour has been made to make the project error free yet I apologies for
the mistakes.
2|Page
TABLE OF CONTENTS:
Sr.No CONTENTS Page
No
1. SCENARIO FOR WINES IN INDIA 5
2. WHAT IS WINE 9
4. WINES OF SULA 20
6. HYPOTHESIS 30
7. SCOPE 31
8. RESEARCH METHODOLOGY 32
9. METHODS OF ANALYSIS 34
11. FINDINGS 42
12. CONCLUSION 44
13. RECOMENDATION 46
14. BIBLIOGRAPHY 49
3|Page
LISTS OF GRAPHS & TABLES:
1. Age distribution which consumes alcohol……………….
6. Brand loyality………………………………………………………………
4|Page
Scenario for Wine in India
Historically, grapevine (Vitis vinifera L.) is grown mostly for wine making
in the world over. In India on the contrary remarkable success has been achieved in
table grape production and yield levels of fresh grapes are among the highest in
the world. At present in India grape is grown over an area of 60,000 ha with an
much emphasis was not given for research during previous decades in India.
Commercial wine grape production, however in India has begun only since 1980’s.
It is estimated around 1000 hectares in Maharashtra and ab out 200 hectares near
5|Page
yielding on an average of 90 lakh litres of wine annually. There is a steep annual
growth rate of about 20% in the present turn over of around Rs. 200 crores.
Besides demand for imported wine is increasing day by day in India. About 38
private wineries have come up in the country 36 exist in Maharashtra and one
each in Karnataka and Goa. The total investment on wineries of Maharashtra was
Rs. 77.75 crores in 2004 and raised to Rs. 109.17 crores in 2005.
These private wineries were initially established under joint set-up with European
collaborations, preparing wine from standard varieties. The most popular red
varieties in cultivation are Shiraz, Cabernet Sauvignon, Pinot Noir and Merlot and
for Rose still wines, Zinfandel is used. The most popular white wine grapes are
Chenin Blanc, Sauvignon Blanc, Ugni Blanc, Viognier, Chardonnay and Riesling.
To meet the domestic demand and for exporting wines from India,
good quality wines comparable to standard wines of Europe and USA has to be
Maharashtra and for the benefit of farmers, the state announced a comprehensive
our country. This Government policy aims at sustaining grape cultivation and wine
Both the Indian wine market and the indigenous wine industry are in
their nascent stages, but growing by leaps and bounds (Table 2). Fifteen years ago
there was no locally made wine that was drinkable. Now there are three significant
wine makers, all family-owned businesses, the Chougules, the Grovers and the
6|Page
Samants. There is also great interest in wine makers from France, Italy, Australia,
South Africa,
market.
The
biggest
Delhi(23%), Bangalore (9%) and the foreign tourist dominated state of Goa (9%),
where as Rest of India has only 20% consumption. Some Indian wine makers have
also started importing foreign made wine and bottling and selling it here in India.
7|Page
8|Page
What is Wine?
Wine is an alcoholic beverage made from fermented grape juice. Wines
made from other fruits are always named accordingly. The chemical composition of
wine is about 87.7% water, 11% alcohol, 1% acid, and 0.2% tannins.
The natural chemical balance of grapes is such that they can ferment without the addition of
sugars, acids, enzymes or other nutrients. Wine is produced by fermenting crushed grapes
using various types of yeast. Yeast consumes the sugars found in the grapes and converts
them into alcohol. Different varieties of grapes and strains of yeasts are used depending on
To make wine, grapes, which belong to the genus Vitis are used. One of the
used. Beverages produced from V. labrusca , the native American grape, and from
other grape species are also considered wines. When other fruits are fermented to
produce a kind of wine, the name of the fruit is included, as in the terms peach wine
Vitis vinifera was being cultivated in the Middle East by 4000 BC, and
probably earlier. Egyptian records dating from 2500 BC refer to the use of grapes for
wine making, and numerous Old Testament references to wine indicate the early
9|Page
The Greeks carried out an active wine trade and planted grapes in
their colonies from the Black Sea to Spain. The Romans carried the practice of grape
growing into the valleys of the Rhine and Moselle (which became the great regions
Hungary, and Austria), and the Rhône, Saône, Garonne, Loire, and Marne (which
define the great French regions of Rhône, Burgundy, Bordeaux, Loire, and
Champagne, respectively). The role of wine in the Christian mass helped maintain
the industry after the fall of the Roman Empire, and monastic orders preserved and
10 | P a g e
Following the voyages of Columbus, grape culture and wine making
were transported from the Old World to the New. Spanish missionaries took
viticulture to Chile and Argentina in the mid-16th century and to lower California in
the 18 th century. With the flood of European immigration in the 19th and early 20th
The prime wine-growing regions of South America were established in the foothills of
the Andes Mountains. In California, the centre of viticulture shifted from the southern
missions to the Central Valley and the northern counties of Sonoma, Napa, and
Mendocino. British settlers planted European vines in Australia and New Zealand in
the early 19th century, and Dutch settlers took grapes from the Rhine region to
11 | P a g e
The introduction of the eastern American root louse, phylloxera,
seriously threatened wine industries around the world between 1870 and 1900,
Europe and parts of Australia and California. To combat this parasite, V. vinifera
scions (detached shoots including buds) were grafted to species native to the
eastern United States, which proved almost completely resistant to phylloxera. After
great regions by enacting laws that allotted regional names and quality rankings only
12 | P a g e
BASKETPRESS
13 | P a g e
Sula Vineyards
an enterprising, Stanford-trained
In 1997, the duo took the revolutionary step of planting French Sauvignon Blanc and
Californian Chenin Blanc, varieties that had never before been planted in India. The
14 | P a g e
first Sula wines, released in 2000, were widely acclaimed as India's best white wines.
Since its inception, Sula has rapidly established itself as India's leading premium
wine brand, helping spark a revolution that has seen Indian wine consumption grow
at 25% annually and several new wineries come up in the Nashik area. In November
2002, Wine Spectator - the world's No.1 wine magazine - did a five-page feature on
A second
completed in late
started operations in
original 30 acre family estate to about 1500 acres (owned and contracted) under
plantation, both in Nashik as well as in nearby Dindori, India's upcoming wine region.
Varietals planted include Cabernet Sauvignon, Shiraz, Zinfandel and Merlot along
with Chenin Blanc, Sauvignon Blanc, Viognier and Riesling. In addition to having a
wide national distribution network within India, Sula also exports its wines
worldwide.
15 | P a g e
In 2005, Sula proudly launched its first reserve wine, the Dindori Reserve Shiraz, as
well as India's first dessert wine, the Late Harvest Chenin Blanc. The winery and
vineyards are open to the public for educational tours, and the beautiful Tasting
Room invites visitors to enjoy their favourite Sula wines amidst spectacular views of
the vineyards and surrounding lakes and hills. The nearby Sula amphitheatre is an
impressive location for events and social gatherings and is available for bookings.
Visitors can now spend a few nights in paradise at BEYOND, Sula's new exclusive
experiment with new varietals, engage in sustainable agriculture, support the local
rural economy, and, of course, make wines of outstanding quality and superb value.
16 | P a g e
Terroir
Globally, 95-97% of grape cultivation is devoted to wine grapes. Until recently, though,
almost 99% of the grapes cultivated in India were table grapes, and most of them came from
Nashik. With the demonstrated success of wine grape cultivation in the region, however,
more and more producers are switching from table grapes to wine grapes.
Sula Vineyards owns over 300 acres of land in the Gangapur and Dindori districts of the
Nashik region, out of which 180 acres are currently under plantation. Another 200 acres are
Varietals planted include Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and
The Western Ghats have laterite soils which are rich in iron
with good drainage. They vary from sandy clay loam and red
cultivation.
17 | P a g e
The climate of the area is mild throughout the year, ranging from winter lows of 8-10°C to
Grapes are usually harvested at the end of winter (January–March), which helps
to expose the crop to warm days and cool nights. This exposure aids in the slow maturation
Water
the high rainfall (80-100 cm) hilly Konkan area in the west,
and the second is the low rainfall fertile plain to the east.
Being at an elevation, our vineyards in the Dindori district are assured of ample rainfall. In
addition, 7 of the 19 dams in the Nashik region are located in Dindori. The Kadva and Kolvan
rivers - tributaries of the Godavari - pass through this area as well, further augmenting the
Dindori
rain and a cool climate all contribute to Dindori’s suitability for quality vineyards.
Sula acquired 300 acres of land at Dindori in 2003 of which 150 acres are planted with
18 | P a g e
Cabernet Sauvignon, Shiraz and Sauvignon Blanc. The remaining acreage is being planted
in stages, and will eventually create India’s largest wine grape vineyard. Dindori’s focus is on
Viticultural operations in Dindori are carried out by hand. No heavy machinery enters the
vineyard once the land has been ploughed before planting. Fruiting branches are individually
tied to the trellis by string for optimum shoot positioning. When our Dindori farm reaches its
full potential, we will harvest 1,200 tonnes of handpicked, top class fruit.
19 | P a g e
Wines of Sula
* Red
* White
* Rose
* Sparkling
* Dessert.
Various Producrs are
Wines | Red
20 | P a g e
SULA CABERNET SHIRAZ* SATORI MERLOT*
nuances of oak, this deep Its soft, fruity style with a hint
foods.
life.
Wines | White
21 | P a g e
SULA SAUVIGNON BLANC* SULA CHENIN BLANC*
It is the perfect
22 | P a g e
depicting rural life. the palate.
shellfish.
23 | P a g e
SAMARA WHITE
Wines | Rosé
24 | P a g e
Wines | Sparkling
Wines | Dessert
25 | P a g e
INTRODUCTION
As we all know that wine is from western culture which is taking charge in our
country also. Nashik and Sangli are the biggest grape producing districts in
Maharashtra .There are problems faced by market share of the wine industry which
is very low inspite of the average it should be. Thus this research was focused on the
marketing opportunities for wine industry. The aim of research was to explore new
new marketing opportunities for Sula wines to enhance their growth. There was also
a focus on to see the awareness about wines , especially Sula wines and also
people’s perception about wines with their preference of social drinking. A part of
LIMITATIONS:
Wine being little expensice over other alocoholic beverages is not on top of
the list.
Majority of people are unaware of the brand - Sula or any other wine as
The over all culture does not allow any consumption of alcohol is also a main
26 | P a g e
Prices of the raw material is high & some of them are not easily available, like
27 | P a g e
A few problems faced by the wine industry:
One of the other reasons why wine drinking has not caught on is that quality
wines are priced relatively high. . Since the volumes are low, production costs
are high, as are taxes. Thus the real challenge for winemakers in India is to
“Traditionally wine lovers around the world are not pleased with Indian wines.
makers of wine, are waiting for a rationalization in the policy, which will allow
the wine industry is the relatively higher packaging costs– glass bottles,
labels, foils etc. So a key challenge for industry is maintaining lower costs
were to control the cost of expensive packaging inputs. Another challenge for
28 | P a g e
State Government has imposed higher Sales Tax on consumption of
29 | P a g e
HYPOTHESIS:
In India wine is still in its preliminary stage, there is a lot of scope for
marketing. As for alcohol advertising cannot be done directly and promoted, its
mostly done through surrogate advertising but this is not economical for every
company and especially wine industry. Hence, hospitality industry has a potential
where wines can be promoted. As wine is more preferred with food than any other
drink.
Innovation on the part of producers, and the role of organized retail chains are also
policies are challenges that may have a long term impact on the market.
There is a huge potential in Indian market itself. For export market, the increasing
professionals visiting India on regular basis, and the fact that Indian wine exports are
going up every year, word is getting spread very fast creating awareness of Indian
wines in International market. What the country needs now is set of rules and norms
brand is established.
30 | P a g e
SCOPE
approach towards wine is increasing for various reasons. People have known its
health benefits. As grapes are grown in Nashik on large scale, the wine industry is
benefited with availability of raw material which is main for wine industry. Wineries
being rapidly setup in Nashik thus making it the Capital of wine. Due to this
consumers are attracted towards the city. It’s helping the wineries to flourish their
business.
31 | P a g e
RESEARCH METHODOLOGY
For getting the good quality of data the best way method was
the data required. The questionnaires were more suitable because here the
individual feedback was required thus improving the quality of the research. Data is
the significant part of the research. Your all research depends upon your data
DATA COLLECTION
Focus was on to know the age group who consumes wine, who
prefer it as social drink ,what they think it as ladies or gents drink, how much they
basis selection like 50 were from Hotels, 50 were from Malls,50 at retailers and rest
referred net, magazines, interviewed people to better the quality of data thus
improving the efficiency of the report. Interviewing people also helped us to cover up
Primary Data: Primary data is that which is collected fresh and thus happen to be
Secondary data: Secondary data is any data, which have been gathered earlier for
32 | P a g e
Among the above mentioned types of data was used for the study and analysis of
the objective of this project, Also the secondary to data proved to be helping hand in
framing up the industry scenario and also the relevant topics in the entire project
report.
33 | P a g e
METHODS OF ANALYSIS:
For the analysis of data various methods and theories were followed which give the
best result and were suitable
Logical Analysis.
34 | P a g e
ANALYSIS OF DATA
40 65 80 70 55
90
80
70
60
50
AGE GROUP
40
30
20
10
35 | P a g e
% OF PEOPLE WHO HAD PURCAHSED WINE EVER.
yes NO
63% 37%
YES
NO
chart shows that 63% of people had purchased wine ever and 37% did not.
36 | P a g e
SOURCES THROUGH WHICH THEY WERE AWARE
% OF PEOPLE
Friends accounted for 47% ,Advertisement accounted for 43% ,10% was
through family and other means
37 | P a g e
% OF PEOPLE FAMILIAR WITH VARIETIES OF WINES
YES NO
56% 44%
60%
50%
40%
30% % OF PEOPLE
20%
10%
0%
56% people were Familiar with the varieties whereas 44% were not
38 | P a g e
CONSUMPTION OF DRINKS IN SOCIAL GATHERING
30
25
20
15
10 % of people
5
0
For wine as social drink 22% people preferred it ,while soft drink was the
most preferred drink with 29% and beer was 20% preferred and whiskey and vodka
followed with 17% & 10.
39 | P a g e
BRAND LOYALTY
35 39 26
SULA
OTHER
NIL
35% people were loyal to sula 39% were to other brands and 26 5 werer neutral.
40 | P a g e
PERCEPTION ABOUT WINE
97 1 2
BOTH
LADIES
GENTS
97% perceived it as a universal or drink for both men and women 1% for perceived it
as ladies and 2% mens Drink
41 | P a g e
FINDINGS :
In the first chart ,it was seen that more of wine drinkers were from the age group
of 30 to 50,but the age group of 20 to30 were not much into wine. And more than
Next chart shows that 63% of people had purchased wine ever and rest did not.
Most of the people were aware of sula wines through Friends and Advertising
where,
56% of people were familiar with varieties of wines and rest were not familiar with
varieties of wines.
As for wine as social drink 22% people preferred it ,while soft drink was the most
preferred drink with 29% and beer was 20% preferred and whiskey and vodka
42 | P a g e
When asked about which brand were they loyal it was found that 35% were loyal
97% people perceived it as a universal drink for both women and men .1% for
women and 2% for men .considerable thing was that more than 75% of
43 | P a g e
CONCLUSION:
From the analysis and interpretation of data following things were concluded ,
The age group of 20-30 which is youth is not much into wines, but they are
potential business. Various measures should be taken like arranging free tasting
at various youth events like New Year, friendship day etc.They should be made
aware of the various health benefits of wine. Free winery tour for all college
students.
Many of the people have purchased wine bottle at least once but the research was
focused more on hotels were high class people were there thus increasing the
percentage. But when considering about Nashik it can be said that more than half
of the people have not even tasted wine. So measures like making
arrangements, so the wine can reach the common masses. Launching some
wine which is cheap and then people can think of buying it.
Wine as a social drink should be promoted, most of the people preferred soft drink
people could write the names of varieties of Sula thus stress should be given on
For popularity there should be given some sponsorship to the event happening on
When it comes to brand loyalty result are quite up to satisfactory level, but this is
not enough stress should be given to increase loyalty by giving out discounts,
The important thing was that most of the people perceived it as drink for both
45 | P a g e
Recommendation:
If we provide the pamphlets that which could be easily readable on the table
interviewed the hotel managers we come to know that people are unaware of
Sula can think of opening of special and exclusive wine shop in metro cities and
other big cities, where all wines of Sula and their merchandise will be available.
Sula can collaborate with restaurants to increase their sale. It can go with Pairing
of wine with food like which wine goes best with which food or dish. Indicating it in
the menu card itself will attract the attention of the consumers thus enhancing the
sales.
I would like to suggest that as every product has the life maturity followed by the
decline stage so there should be an product differentiation so that consumer will
find an change in the product and there will be no monotony in their purchasing
the should feel new even after a time . {such as in bottle design ,color etc }
Sula can think of opening of special and exclusive wine shop in metro cities and
other big cities, where all wines of Sula and their merchandise will be available.
Another thing that was found while interviewing the retailers was that they needed
more promotional stuff from Sula .Free tasting should be arranged at the retailers
also which can help people to get acquainted with wines thus enhancing sales.
46 | P a g e
<<<<QUESTIONARE <<<<
Name:
Age:
Occupation:
In a social gathering which beverage is your first preference- beer, whisky, vodka , wine
,softdrink ?
Yes-- No --
Yes-- No--
Yes-- No--
47 | P a g e
A] In a week-- b} In a month--
Yes-- No--
Yes-- No--
48 | P a g e
BIBLIOGRAPHY
BOOKS
Wine for dummies by McCarthy
INTERNET
www.google.com
www.sulawines.com
49 | P a g e