...components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production-type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on average about three and a half million cases of wine per annum. A significant portion of Coonawarra wine COMMUNICATIONS INTERNAL INTRA-REGIONAL unplanned messages product & service messages ) initiated by planning group ( planned messages ( planning group ) CONFIRM SAY DO community support, unsought local media support, industry and government body support workshops and seminars, liaison...
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...102 JULY–AUGUST 2003 > VOL 18 NO 4 > WINE INDUSTRY JOURNAL M A R K E T I N G Rob van Zanten, Johan Bruwer and Karen Ronning FUNDAMENTALLY, Integrated Marketing Communications (IMC) refers to the process of integrating and coordinating the various communication elements commonly known as the ‘promotional mix’. The promotional mix is usually considered to consist of advertising, sales promotion, personal selling and public relations, although some marketers may add other elements such as publicity, direct marketing or sponsorship as major components. IMC is therefore not just a concept relating to consistency or synergy—it is also a strategic process (Van Zanten & Bruwer 2002a). This is in particular the case of when and how IMC manifests itself at the wine region level, in which case the integration of all the marketing communication efforts of the wine region in order to achieve a strong brand identity is of the utmost importance. The Coonawarra wine region (Geographical Indication) is located in the South East corner of South Australia and is famed for its unique terra rossa soil and bold-flavoured red wines, in particular Cabernet Sauvignon. About 5,000 hectares of vineyards comprise the Coonawarra grapegrowing area. The region currently boasts 16 operating (production- type) wineries and 22 cellar door sales facilities. Around 700 people (full-time equivalent) are employed in the vineyards, wineries and cellar door facilities. The region produces on...
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...The Indian food and beverage industry (not including alcoholic beverages) was valued at approximately $200 billion in the year 2007, according to a FICCI-Technopak study, and is expected to grow to $300 billion by 2015. Of course, not all of this produce goes in for processing, and the food processing industry is therefore estimated at a smaller $70 billion. Beverages, primarily packaged tea and coffee, milk-based packaged drinks, carbonated drinks and fruit-based drinks account for a small proportion of the industry, a little more than $6 billion. The food and beverage industry is considered a priority sector by the government, since it has potential for generating employment in both urban and rural areas. According to the India Brand Equity Foundation (IBEF), the industry already employs over 1.6 million workers directly, besides its impact on other sectors such as agriculture, logistics and retailing. The food and beverage industry covers many sectors, and the Ministry of Food Processing has broadly divided into the following areas: Dairy processing, Fruits & Vegetable processing, Grain processing, Fish, meat & poultry processing and lastly, Packaged goods such as beverages, snacks, bakery products, convenience/ready-to-cook foods. Currently, many units in the food processing industry work in the unorganised sector, but the share of organised industry is expected to grow, gradually. The packaged food, industry is expected to be a significant contributor to this growth...
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...GROWTH AND POPULARITY OF INDIAN WINES NIGYASHA SHRIVASTAVA 103454 LIST OF TABLES Page no. Table 4.1: Knowledge about wine producers Table 4.2: Known wine producers Table 4.3: Pay and drink wine. Table 4.4: New world wines to the old world wines in inventory. Table 4.5: Consumer’s preference Table 4.6: Favorable or unfavorable government policies for growth of Indian wines LIST OF FIGURES Page no. Figure 1.1: Geographical classification of wine producing areas in India Figure 1.2: Wine industry segmentation Figure 1.3: Consumption of alcohol in India Figure 1.4: Company Reports for imported and domestic wines Figure 4.1: Knowledge about Indian wine producers Figure 4.2: Choice between old world wine & new world wine. Figure 4.3: Value for money Figure 4.4: Ratio of inventory Figure 4.4 (a): Stand-alone restaurants Figure 4.4 (b): Bars Figure 4.4 (c): Hotel outlets Figure 4.5: Growth position Figure 4.6: Awareness of Indian brands CONTENTS ...
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...A. EXECUTIVE SUMMARY Page 2 B. INTRODUCTION a. COUNTRY OVERVIEW Page 3 b. INDUSTRY ANALYSIS Page 4 C. SITUATION ANALYSIS c. COMPANY ANALYSIS Page 5 d. MACRO ENVIRONMENT ANALYSIS Page 6 e. COMPETITIOR & INDUSTRY ANALYSIS Page 10 f. CUSTOMER ENVIRONMENT Page 15 D. STRATEGY FORMULATION g. THREATS OPPORTUNITY WEAKNESS STRENGTH ANALYSIS (TOWS) Page 17 h. PROBLEM STATEMENTS & POTENTIAL CHALLENGES FACED Page 18 E. INTERNATION ENTRY SELECTION Page 19 F. OVERACHING STRATEGY SELECTION Page 20 G. MARKETING MIX PROGRAMME DEVELOPMENT Page 23 i. PRODUCT j. PRICE k. PLACE l. PROMOTION H. IMPLEMENTATION & CONTROL m. RECOMMENDATIONS & CONCLUSION Page 27 References & Appendix Page 28 A. EXECUTIVE SUMMARY Any business which sets its eye on the Indian market understood the fact that selling its product in such a big country is not easy. China, India, Brazil, these emerging marketing are constantly being target as business people alike know that these market are extremely attractive. The fact that wine growth rate was at 20% annually, India in its own way became an attractive market for Wine producers and exporters. Opportunity thrives throughout urban cities of India, Mumbai, New Delhi and Banglore. However, risk such as government protectionism regime of alcohol...
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...ALL INDIA WINE PRODUCERS ASSOCIATION President Jagdish Holkar Cell. 9850044755 Email: jagdish.holkar@gmail.com, info@allindiawine.com Secretary Rajesh Jadhav Cell. 9422271528 info@rajdheerwines.com 1 Strictly Private and Confidential Indian Wine Industry current scenario & Proposed corrective measures 2 Strictly Private and Confidential Introduction / Background 3 Agro-based industry. Value addition to Agri.- produce. Food Processing Industry. Converts highly perishable grapes in to non-perishable with value addition. Major rural employment generating tool for unskilled labours. Food based (part of food) alcoholic beverage. Tiny Industry. Encourage first generation entrepreneurs amongst the farmers. Promote agro-tourism. Overall rural development Strictly Private and Confidential Key statistics Statistic Wine consumption Industry size (revenues) Land under cultivation Farmer families dependent on grape cultivation Families employed by the wineries Grape dues of 2009 and 2010 (Maharashtra) Present 1.1 crore litres Rs 1,050 crore 10,000 acres 10,000 6,750 Rs 208 crore Year 2020 estimate 7.2 crore litres > Rs 10,000 crore 21,000 acres 21,000 13,500 NA In addition to the above, the wine industry over the years has contributed substantial revenue to the State and Central exchequer Source: Industry association estimates 4 World wine scenario Largest fruit processing industry in the world Aggregate...
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...Question 1: The Indian wine industry presents some interesting characteristics that can be analysed using the Porter’s five forces framework to understand to what extent it is a profitable one, and why it is attractive or not. Let us get started with Rivalry: here it is important to differentiate between the Indian and the global market. In fact, at the time the case was written, the Indian market was expanding so rapidly (25/30% per year) that business opportunities were flourishing and all the existing participants could easily sell their products without the need to attack others’ customer base. However, if we broaden our point of view to the global industry, rivalry is way fiercer and exports are likely to be a less profitable business than the domestic one. Overall, LOW/MODERATE. Buyers’ power: in this industry, it is incredibly difficult to “lock in” a solid customer base made of individual consumers that face virtually zero switching costs and have different tastes for wine. Additionally, wholesalers and retailers can exert significant pressure on wine producers for what concerns shelf space and wine selection. Therefore, it seems that buyers’ power is HIGH compared to producers’, thus lowering profitability. Suppliers’ power: if we think in terms of the raw materials needed to produce wine, i.e. grapes and juice, we can state that, being them commodities, these are subject to the seasonal fluctuations in price, quantity and availability typical of agricultural products...
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...India’s Emerging Wine Industry | December 21: While India doesn’t have the most ideal climate for growing wine grapes, its local industry which is still at a nascent stage, is growing at a rate that more established countries can only envy, writes Subhash Arora looking at what’s driving the growth and how the industry is responding. | After a gap of about three years when the global meltdown and the Mumbai terrorist attack in November 2008 brought the Indian wine industry to its knees, things are looking up once again, with the annual growth of about 25% though not every producer is out of woods.The industry which was barely 150,000-200,000 case strong at the turn of the millennium was growing at the rate of 25-30% for the previous 5 years when the downfall occurred in 2008 after it had reached a peak of 1.5 million cases including about 250,000 cases of imported wines. 2008-2011 saw a slide in the domestic wine production and consumption. It flirted with the peak in 2011-12 (Apr-Mar) and a growth of 20-25% is expected to continue during the next 5 years.Indian market at a glanceA population of 1.13 billion with over half under 35 years, offers a huge opportunity for wine producers. About 300 million belong to the middle class with 30 million as potential wine drinkers; currently there are less than 2 million. India has been traditionally a liquor guzzling country with over 400 million cases consumed annually. Even the relatively new beverage beer has created 160 million-case...
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...ANALYSIS 3.1 The Business Environment (PEST) India economy |Population: |[pic] | |1,173,108,018 (July 2010 est.) | |India is developing into an open-market economy, yet traces of its past autarkic policies remain. Economic | |liberalization, including reduced controls on foreign trade and investment, began in the early 1990s and has | |served to accelerate the country's growth, which has averaged more than 7% per year since 1997. India's | |diverse economy encompasses traditional village farming, modern agriculture, handicrafts, a wide range of | |modern industries, and a multitude of services. Slightly more than half of the work force is in agriculture, | |but services are the major source of economic growth, accounting for more than half of India's output, with | |only one-third of its labor force. India has capitalized on its large educated English-speaking population to| |become a major exporter of information technology services and software workers. An industrial slowdown early| |in 2008, followed by the global financial crisis, led annual GDP growth to slow to 6.5% in 2009, still the | |second highest growth in the world among major economies. India escaped the brunt of the global financial | |crisis because of cautious banking policies and a relatively low dependence on exports...
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...Indian Wine Industry January 2011 - Posts * ------------------------------------------------- S p e c i a l f e a t u r e AP market to grow by 10% After a total sale of 40 million cases of IMFL between 2009-2010, the Andhra Pradesh Beverages Corporation Limited (APBCL) is expecting a growth of 10 per cent in volume in the coming financial year. This is in keeping with the sales over the last three years which have been increasing consistently. Since April 2010 the monthy sales have fluctuated, with the highest sale months being July and August (refer to table). Last year (2009-2010) the total sales of the AP Beer market decreased to approximately 24.9 cases from 29.2 million cases in the previous year (2008-2009), however an estimate of the monthy sales this year show an increase from 2 million (2009- 2010) to 2.5 million (2010-2011). AP Beverages Corporation Limited (APBCL) is the sole wholesale distributor of Indian made foreign liquor (IMFL) and other alcoholic drinks in the state of Andhra Pradesh. Formed in 1986 with the objective of providing pure, clean and hygienically packed arrack, the Corporation also has the functions of setting up Arrack Bottling units for carrying arrack operations and controlling the IMFL Depots located in the state. The Corporation invites tenders from manufacturers all over the country by issuing an open tender notification in the press for supply of IMFL and Beer on Rate Contract basis. The Government constitutes a Subcommittee...
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...Schultz Wines Limited: Pre-seen Information Examination Case Study: What type of organization is Schultz Wines Limited? Schultz Wines Limited was established in 1840’s by one of the founding winemaking families of Barossa Valley in South Australia who had migrated from Germany. The company was listed on the Australian Stock Exchange in 1996 and operates from a single site located in Barossa Valley. The company’s current Managing Director, Fred Schultz, is a fifth generation winemaker, a direct descendent of original Schultz family, and the company maintains the tradition of being an independent family wine company with premium brands, despite being a publicly listed company. What industry, product segments/markets does Schultz Wines Limited operate in? Schultz Wines Limited is the 7th largest company in the Australian Winemaking Industry and competes in key export markets in North America, Europe and Asia. Core activities cover grape growing and procurement, harvesting, crushing (includes crushing for other wineries), storage and fermentation of grapes and distribution to local & international markets, having vertically integrated, Schultz Wines has had its own vineyard and produce 20 per cent of its grapes requirements. Schultz Wines does not bottle its wines. They are bottled by a nearby bottler that also packs them ready for distribution to various markets. Schultz Wines operate in all three major product segments: Table wines (includes Red & White varieties)...
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...GLOBAL ALCOHOL INDUSTRY Category-wise breakdown of global alcoholic beverages | Category |Volume(In Mn Litres) |% | |Beer |185 |78.4 | |Wine |27 |11.2 | |Spirits |19 |8.1 | |RTD’s/ high strength premixes |4 |1.7 | |Cider/ Perry |1.5 |0.6 | |Total |236 |100 | |Source: Euromonitor, HSBC | Alcoholic beverages include beer, cider, ale, wine (including sparkling barley and rice wine) and spirits such as rum, whisky, brandy, vodka and gin. Almost 40 percent of the world’s alcoholic beverage consumption involves branded drinks that are usually owned by large multinationals investing substantially in marketing and brand management. While growth determined from developing economies provides volume expansion, the mature markets provide enhanced value. The transformation in consumption patterns arising from demographic changes is redefining product development and marketing in the global alcohol beverages sector. One of the key prevailing trends is premiumisation in developing economies, marked by a growing consumption of superior...
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...Markets & Regulations Wine Industry in Maharashtra: An Analysis Sudipto Mitra Two of the countryʹs biggest grape-producing districts, Nasik and Sangli, are in Maharashtra; 20,000 hectares of vineyards here grow more than one lac tons of grapes a year. As much as 99 per cent of the grapes is used for making honey, crushes and jams, or consumed fresh or dry. The rest is used for making wine. Thus the opportunity in this sector is immense and given proper help and guidance this sector can be of great help for employment as well as for earnings. General rules for bar owners as framed and maintained by the local municipal corporation (as per schedule “e” or “fl3”for grant of licenses) are: • Silver plating of the utensils to be used in the bars compulsory. • Fire license to be procured before starting off with the operations. • Glass tumblers a must for all bars for serving wines etc. • Pest control to be done regularly. • The minimum size to be operational is 450 sq. feet. • Tiles compulsory for the floor. • Clean uniforms for the waiters in the bars. • Separate place for washing utensils. • Kitchen to be a minimum distance from the actual serving place. • Twice painting of the walls of the bars every year. • Restaurant/ bar to be cleaned twice per day. Before actually applying for the license, one is required to operate the bar /restaurant for six months. After applying for the license one is required to pay the fees which may vary between one and half lacs to two lacs...
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...Rupbani Beverage Limited entered the Indian wine industry in 1975 by acquiring the Mastana Wine Company of Shimla and two other smaller wine companies at Kalka for Rs. 50 lakh. Despite hostility expressed by other wine makers and predictions that Rupbani would very soon fail as other outsiders such as Parminder Wine Company had, the entry succeeded. Rupbani Limited performed the unheard of feat of establishing a volume of 30 lakh cases within two years and taking the market share away from premium brands such as the National Wine Company of Bombay, Pearl Drink Limited of Pune and Syndicate Cola Limited of Madras. Rupbani advertised heavily and incurred Rs. 10 lakh in one year and standardised the taste of its wines with considerable success. It also invested Rs. 48 lakh in a large, new winery at Ahmedabad. A Rupbani Executive said, "By 1995, consumption of wine in India will be a liter per capita, compared with half a liter today." The industry reacted to Rupbani's presence by doubling and tripling advertising expenditure. ABC and Company began a costly campaign to market premium and varied wines while reducing marketing emphasis on its cheap wines such as Nahan Drinks and the Gola Beverage. ABC maintained its 25 percent market share but had to resort to some heavy price discounting to do so. In 1982 Pearl Drinks formed a special wine unit to combine efforts for all its brands. Mr. Sailesh Kumar former Vice President of the National Wine Company had directed a project to...
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...http://topcompaniesindia.com/liquor-companies-in-india/ Liquor companies In India are not only doing well in the country but they have huge market share in the international market as well. Many renowned liquor brands across the globe are supplied by these Indian Companies. Here is the list of top liquor companies in India based on their market capitalization. United Spirits Limited USL is the leading players in the liquor industry and is not only the best in India but it is known as one of the best in the world. With more than 140 brands of liquors, the company is known globally for McDowell’s No.1, Royal Challenge, Black Dog, and Signature Antiquity. The company has 59% market share. * Owner- Vijay Mallya * Address- UB Tower, #24, Vittal Mallya Road Bangalore- 560 001, Phone no- 91-80-39856500, +91-80-39856959 * Website http://unitedspirits.in * Email: contactus@ubmail.com United Breweries The largest selling beer in India, Kingfisher is the flagship brand of United Breweries. The brand is won many awards and has been considered as one of the largest selling beers in the international market as well. This is one of the top 10 fastest growing brand in the UK. * Owner- Vijay Mallya * Address- Level 3, 4 & 5, UB Towers, UB City, 24 Vittal Mallya Road, Bangalore – 560 001, India. * Phone no- +91-80-22293333/22272807 * Website- http://unitedbreweries.com Email enquiries@ub-global.com Radico Khaitan One of the oldest and largest...
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