Sula Wine Case Study_2013GLPT1-G2
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Transcript of 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 !