1. BERINGER BLASÉ
WINE ESTATES
BERINGER BLASÉ
WINE ESTATES
CHARDONNAY
Syrah
Sonal N. Kotian
IGTC Batch 2008-2010
Roll No- 32
1

2. 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
2

3. BERINGER BLASÉ
WINE ESTATES
Present Scenario
India ranks 77th in wine consumption,
Food processing industry status granted to wineries
The 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
3

4. BERINGER BLASÉ
WINE ESTATES
Wine Standing-Indian Markets
Upto 80% of
the Demand
Wine
consumption
per person
4

5. BERINGER BLASÉ
WINE ESTATES
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 wines
 Taste 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.
5

6.  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
6

7. BERINGER BLASÉ
WINE ESTATES
7

8. BERINGER BLASÉ
WINE ESTATES
8

9. BERINGER BLASÉ
WINE ESTATES
Marketing Mix
pPRICE
Source details
9

10. BERINGER BLASÉ
WINE ESTATES
Product Red wine & White wine drinkers
Caters to both
High Quality
Designer style bottle
Wine Name
Pricing
 It shall be a medium priced product
 Demand-Inelastic Demand Curve
 Rapid Penetration Pricing
 Pricing strategy: Partially influenced by Follow The Leader
price policy
Analyzing competitor’s costs
10

11. 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 Endorsement
Wine tasting sessions at Page 3 parties.
Sponsor a Social Evening.
Offer an occasional WINE TOUR
Freebies
11

12. BERINGER BLASÉ
WINE ESTATES
SEGMENTATION TARGETING POSITIONING
12

13. BERINGER BLASÉ
WINE ESTATES
 Cities/Metros
 Age
 Sex
 Social Class
Life Style
 Attitude
 Concentrated Targeting
 Differentiated Marketing
13

14. BERINGER BLASÉ
WINE ESTATES
Positioning
 Last name in quality
 Only alcohol good for health
 Corporate Gifting Item
 Life Style Drink
14

15. BERINGER BLASÉ
WINE ESTATES
Pricing Strategy
 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
15

16. BERINGER BLASÉ
WINE ESTATES
The predicted life cycle curve based life cycles of
similar products in European markets:
Growth – Slump – Maturity Pattern*
S
A
L
E
S
V
O
L
U
M
E
Time
16

17. 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
17

18.  Quality  Brand Penetration
 Packaging  Seasonal Availability of Grapes
 Price  Consumer Mindset
Own Winery
 Growing Market Size  Brand Differentiation
 Increasing Awareness  many ME TOO entrants
 Export Opportunity  Limited Channel of distribution
18

19. 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

20. THANK You...........
Contact
-SONAL N. KOTIAN
20