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Research methodology:-
In research methodology we have used the following methods to
collect the information.
1. Primary data: - It is collected with the help of structured
questionnaire.
2. Secondary data: - It is collected with the help of
Company manuals and records
Websites on the internet
3. Research instrument: - Questionnaire
1
4. Sampling plan:-
Universe: - All wine shop owners, distributors and
wholesalers.
Frame: - All the individuals between the ages of 20 to 65
years.
Sample size: - The project maintained a sample size of 25.
5. Contact method: - The method of personal interview was conducted
to gather information in detail.
Findings:-
Analysis and interpretation of information collected
Analysis of advertising information
Analysis of sales promotion activities
Analysis of the channel of distribution
Analysis of the prices
Analysis of impact of the advertisement
Recommendations:-
Price sensitivity
Promotional schemes
N.D Shoppe
Availability of the product
Database and information
Bottling and labeling
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INTRODUCTION TO PROJECT
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The overall production of these units is approximately 210,000 cases
(Each case is of 12 bottles). In addition, they also import about 30,000
cases of wines in bulk and bottle them in other plants. About 120,000 cases
of inferior quality wine are produced by small local winemakers which is
called “pro-wine”.
CATEGORIES OF WINES
There are basically three types of wine:
1. Premium Wines (Still wines)
2. Sparkling Wines
3. Fortified wines
This report focuses on the largest and most important category of wines
(Premium wines), ignoring the cheaper country-made fortified wines,
which is also not yet made or regarded as quality wines.
In the Still wine or premium wine category the Indian market is divided
mainly into two major categories:
4
INDIAN WINE - BY SEGMENT
CONSUMER SEGMENTATION
The Indian Market largely can be classified into two Segments,
1. Domestic
2. Foreign Tourists
1. Urban
The Urban population amounts to 48% of the total population in India and
the target segment amounts to 1% of the total urban population. E.g. the
Total Population of Mumbai is 1.5 crs The Total Urban population is 70
lacs, so the target population is 7lac. The characteristics of the target urban
population,
a. Income above Rs. 10 lac
i. Self employed
ii. Service class
b. Income between 3 lac to 10 lacs (Great Indian Middle Class)
i. Highly educated upwardly mobile
ii. Small business families
c. Income between 3 - 6 lacs
1. Upper Middle class
2. Rural
a. Large farming community
b. Small business class
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c. Govt. Service class
The tourism boom has resulted in 2.5 million of tourist visiting India last
year with a projected growth of 15 %. Embassies in the country also
provide good market for Indian wines.
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E
N
W
IS
D
R
O
T
U
Y
B DISTRIBUTION CHANNEL FOR WINE INDUSTRY
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MARKETING STRATEGIES OF THE COMPANY
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with the training distributors on wine basics, and most importantly storage and
transportation requirements. This would be an important aspect in the
relationship building exercise and would also he beneficial to ensure that the
wine we produce is handled correctly.
Meeting with retailers would provide an opportunity to obtain key inputs in
understanding the preference and psyche of the target consumer within the
target market towns. The retailers could be taken for a guided tour to the
vineyards during grape crushing festival and/or to see the entire process as well
as the establishment. The F&B staffs of star hotels and restaurants are also a
crucial sales channel and promoting the brand with them before launch
would also be essential.
Business & Recreation Clubs: - These are the places where wine is
consumed on a selective basis. Generally it is as these clubs where one can
find the real Connoisseur of wine. They are the people who are fond of
drinking different types of wine and make their own judgment of wine.
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arranging corporate luncheons, dinners, conventions, etc, for which they are
by and large the 'decision makers' in terms of food and wine. These
activities can be organized through a strong sales team, perhaps
organized district wise
10
Maharashtra's grape policy 2001 (source MIDC)
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Concessions in Sales Tax:
It has been decided with the consent of all states in the country that the floor
rate of Sales Tax on liquor will be at the rate of 20 per cent. However, the
Wine Process is totally different from the Liquor Production Process and wine
unit is considered as agriculture process unit by the Central Government.
Therefore, to encourage the Grapes Processing Industry in the state, a request
will be made to the Empowered Committee of Finance Ministers of all states
constituted by the Government of India to reduce the floor rate of Sales Tax
on wine.
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Establishment of Wine Institute:
To maintain the quality of Wine at the International Level and to make
available trained manpower, a separate Wine Institute will be established.
For setting up of the Wine Institute, Government/ MIDC will allot the plot
at the nominal rate as given to the other educational institute. Such Institute
will look after the work of training, checking the quality of wine, research
and information centre for the Wine Industry. These institutes will be
established by forming separate trust firstly at Sangli and Nashik. For this
purpose, by choosing appropriate alternative from the following
alternatives, training institutes will be established:-
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Maharashtra on same standards. The jurisdiction of the said Grapes Board
will be as under:
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INDUSTRY PROFILE
3. Alcohol is a broad term that covers three categories: spirit, beer, wine.
Spirit includes whisky, rum, vodka, brandy, and gin .India imports about 3
million liters of spirit and 7500 cases of wine from Europe. French wines
are still the largest imported, but wines from Australia and California are
making strong inroads.
4. Maharashtra has recorded a 60% growth in its wine production over the
last year. The state continues to dominate the country's wine industry,
producing 94% of India's grape wine. According to the Times of India
which reported the story, the Maharashtra Industrial Development
Corporation's (MIDC) department of wine production show that 2.11 crore
liters of wine were produced across the state's 57 wineries this year, as
compared to the 1.32 crore liters produced last year. This represents an
annual growth rate of 40%.
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The state's total investment in wine-making is around Rs. 328 crore and
close to 8,000 acres of land are now under cultivation for wine production.
6. The wine market is growing at 40 per cent a year, nearly three times as
fast as beer, Whisky or rum, which together makes up 45 percent of the
total. Export currently makes up about 10-15 per cent of total output. The
perception of wines as being up-market and sophisticated is helping in
bringing about this change. One sigh of the changes happening is the
emergence of wine clubs in a number of cities. The per capita
Consumption in India is only 0.07 liter/person/year.
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8. Up to 80% of wine is consumed in the major Indian cities. The
consumption pattern is Mumbai (39%), Delhi (23%), Bangalore (9%), and
the foreign tourist dominated state of Goa (9%), where as Rest of India has
only 20%consumption.Not only has the number of imported wines
increased exponentially, the Indian producers, too have introduced a
number of new label and wine styles. Approximately 72 wineries are
presently operating in the country with a total production of 2.54 crore
liters annually Maharashtra is leading among the state with 68 wineries and
2.11 crore liters production.
9. A staggering 2.12 crore liters of wine is lying unsold for the past few
months across vineyards in Maharashtra. Wine producers have been forced
to cut production dramatically as the global recession has taken its toll on
the wine industry. It is not only affecting the vineyard owners but also the
farmers and importers. Everyone is suffering and the terrorist attacks in
Mumbai last winter only made matters worse.
10. The recession is hurting everyone including the farmers. Last year
many could demand Rs.35 a kilo for their grapes. Now they're getting
prices as low as Rs.10 and are even having to throw the grapes away in a
few instances.
Sources
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Today the overall sales are around 600,000 cases a year. Table wines
account for 88-90 percent of the market and expensive varieties of vintage
wines account for the remaining 10-12 percent.
Though the base of the market is small at 6 lacs cases / year. Currently the
wine industry in India is growing at the rate of more than 35% per annumn.
There are three big companies presently making 'Premium' wine are
Indage, Sula and Grover Vineyards. Others (Shaw Wallace, McDowells
and the six Goa-based companies) produce cheaper wines from table
grapes. However, more and more wineries are being set up with the aim to
produce mainly 'international style' wines, namely Vinsura, N.D and
Vintage wines.
While Indage is the market leader, Sula's volumes grew by over 65 per
cent last year. Already there are more than 50 wineries operational with
over 130 Indian brands. Australians being the best exporters are already
here with Howling Wolves wine Group (HWWG), Ironstone vineyards,
Green point wines. Others include Terraza, Casa Lapostolle from South
America along with old liquor majors in India like Seagram's and UDV.
Sopexa, a French marketing and promotion board has setup office in India
with a plan to increase French wine import in India by 50% in next two
years.
In the next few years, there would be over 100 wineries of varying sizes
operating in the country, and with the government support in reduction of
duties, the prices would reduce leading to the growth in this industry. We
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believe that this will lead to consolidation in the wine industry with few
big players and few small players in the market.
Not many people are aware that a host of new wineries have come up in
Maharashtra in the last two years, following the forward-looking 'Grape
Processing Industrial Policy of the state government announced in 2001.
I visited some of these units, most of the new vignerons are grape farmers
who have invested anything from Rs 50 lakh to Rs 5 crore (from Rs 5
million to Rs 50 million) to set up their units - and while it's early days as
yet, some of their wines are of a surprisingly good quality.
No surprise, since our farmers know how to grow good wine grapes (every
year is a Vintage' year!), and one cannot make good wine unless you have
the 'right stuff!
It all started with Sula vineyards the first winery in Nasik. They have
recently increased capacity from 200 to 900 liter of wine annually, and are
now bringing wines to us in every possible way. They make wines from
grapes ('Made in India'), import wines in bulk and 'Bottle in India, as well
as have a portfolio of imported (Bottled in Origin) wines from 10 different
countries ranging in price from Rs 700/bottle (Astica, Hardy's) to Rs 5,000
/bottle (Greppone Mazzi Brunello di Montalcino).
They've recently brought out a Dindori Reserve Shiraz (Rs 650/bottle)
which is to die for matured in wood for 12 months, the wine is mellow,
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smooth, fruity and spicy, and worth searching for as distribution is limited
even in Mumbai.
Sankalp Vineyards was the first winery in the Vinchur Wine Park (35 km
from Nashik), and has a range of wines under the brand Vinsura (with a
grapevine leaf on the label), all priced under Rs 500/bottle in Mumbai.
Their Chenin Blanc is medium-bodied, crisp and fruity, while the Sauvignon
Blanc is dry and herbaceous almost spicy; I thought the Rose (white
Zinfandel) was simply delicious, while the Red Zinfandel is a big, peppery,
almost brashly complex wine.
Their latest offering is a sweet dessert wine made from the Symphony
(Muscat) grape -- lip-smacking, watch the girls flip!
The last unit visited was the most interesting it was Vintage Wines and it was
different, as the owners (Suresh Patil is a farmer while his son Yatin an MBA)
are one of the few who have successfully cultivated the Pinot Noir and
Chardonnay grapes in this region.
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Maharashtra itself has 23,000 hectares under grapes - of which only about
1,610 hectares are wine grapes - so there's a huge growth potential.
Now this year in India there are 72 wineries are established. With time,
volumes and quality will increase and prices will decrease, so perhaps what's
needed is for all of us to drink more wine - after all, if "an apple a day..."
works, think what benefits a glass of wine a day will deliver! Cheers!
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MARKET PLAYER AND WINERIES
There are numerous producers small and big across four major wine
producing regions in India. There are private individual’s spreads out all
over the country trying their hand at producing wines in their own back
gardens. But the major producers are, listed below
1. N.D. WINES
2. SULA VINEYARDS (Samant Soma Wine)
3. VINSURA (Sankalp Winery)
4. INDAGE (Champagne Indage)
5. BOSCA (Baramati Grape Industries)
6. BLUESTAR WINERY
7. DAJEEBAH WINES (Data cone Wine Industry)
8. FLAMINGO WINES
9. GROVER VINEYARDS
10. N.C. FINE WINES
11. PRATHMESH WINES
12. PRINCESS (In-Vogue Creations)
13. PYRAMID WINES
14.RAJDHEER WINES
15. RENNAISSANCE WINES
16. SAILO WINES (V.M. Agro soft)
17. SAIKRIPA WINERY
18. SHAW WALLACE
19. VINBROS&CO.
20. VINICOLA
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This are the wine industry which doing good wine business in India
and also outside the country but are in India the Maharashtra Main three
wine industry show there performance in wine market This are the
follows:
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1. INDAGE (CHAMPAGNE INDAGE)
Export only
1. Anarkali Red
2. Chhabri White
3. Omar Khayyam BRUT
4. Soma Red
5. Soma White
6. C.S.
Sparkling wine
1. Joie, cuvee close non-vintage.
2. Marquis de Pompadour, Brut
Sparkling:
1. Sula Brut
2. Sula Seco
Whites:
3. Sauvignon Blanc
4. Chenin Blanc
5.Madeira white
Reds:
6. Sula Cabernet/Shiraz
7. Madeira red
Roses:
8. Blush zinfandel
9. Madeira rose
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3 .N.D WINE PVT. LTD
Brands/Varietals
1. Cabernet Sauvignon
2. Zinfandel
3. Sauvignon blanc
4. Chenin blanc
5. Syrah
And sparkling wines
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DOMESTIC PRODUCTION
Indage is the oldest wine maker (1986) with the largest product range (14
labels) and the highest volumes {30, 00,000 raises), two wineries at
Narayangaon in Maharashtra, and 500 acres of vineyards. Their business
is volume centric, and their portfolio covers all price ranges.
Sula, in the market since 1999 has a winery near Nasik, with 325 acres
of its own vineyards, the company also sources grapes from local growers. It
has 7 labels and a share of about 15,000 cases. Sula is by far the most
aggressive and "market savvy" producer. Balance 60,000 cases are
imported label wines.
ND Wines is very well know brand in the market and widely accepted by
the customer as the premium wine maker . we have strong holds in major
states across India like Maharashtra ,Goa ,Diu Daman, Silvasa Rajasthan
,UP, Chandigarh , Karnataka , M.P ,Delhi etc .We Are very proud to
announce that N.D Wines is one of the wine served in prestigious and
luxuries trains Likes “The Deccan Odyssey” promoted by Maharashtra
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Government and “Palace on Wheel’s Promoted by Rajasthan Government.
ND has also won the international level “Excellence Award for
Entrepreneurship” from J.M.C.C.I presented by his Excellency S.M
Krishna Governor of Maharashtra in June 2005.
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COMPANY PROFILE
N.D. GRAPES
Mr. Ashok Gaikwad and his friends together established N. D. Grapes Pvt.
Ltd. in the year 1993; N. D. Grapes started exporting table grapes to
various countries all over the world. After regular and stringent checks the
renowned supermarkets in the U. K. like Tesco and J. Sainsbury have
conferred the certificate of merit to N.D. Grapes for adopting world class
standard for preserving the fruit and maintaining and storage plants. N. D.
Grapes is the regular and sole supplier to J. Sainsbury, Tesco and Mark’s
& Spencer’s. Within a short period N. D. Grapes became the most favored
brand in countries like Hong Kong, Singapore, Malaysia, Africa, Europe
etc. N. D. Grapes is the first company to get the distinction of single largest
exporter of India.
After enjoying huge success N. D. Grapes have now ventured into ancient
and exquisite art of wine making under the banner of N.D. Wines Pvt. Ltd.
The beautifully landscaped winery is located on the lake side and
surrounded by lush green vineyard. At the winery the time tested art of
wine making has gained greater height under the expert eye of the famous
French wine master Mr. Jean Manual Jacquinot. The state of the art winery
is well equipped with all imported machinery made by the renowned
French companies. With growing demand from the customers, we have
enhanced our crushing capacity from 200 tonnes to 1400 tonnes. N. D.
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Wine is geared up to fulfill the rising demand of today’s international wine
market.
INFRASTRUCTURE
At ND Wines we believe Good taste is an important so ingredient so
utmost care is taken to produced the best quality wines is made as per
French standard with all imported machinery. The winery has a tank
Capacity of 9, 00,000 liters for storage of wines. ND Wines adopts world
class manufacturing and storage techniques for making and preserving
Wines.
CORE COMPETENCY
N.D. Grapes is the single highest exporter of home grown grapes for past
several years. The 700 acres highly cultivable and spread out across the
foothills of the Sahyadri range has been the mainstay of our vine yards. N.
D. Wines is the first winery in India to grow the world famous Cabernet
Sauvignon-reserve and Sauvignon Blanc- reserve used in making reserve
wines on the virgin soil. We have also mastered the art of growing Shiraz,
Cabernet Sauvignon, Chenin Blanc, Sauvignon Blanc the are specially
used in making different variety of wines.
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ACHIVEMENT
In short span of time N. D. Wines is very well known brand in the market
and widely accepted by the customers as the premium wine maker. We
have strong holds in major states across India like Maharashtra, Goa, Diu,
Daman, Silvassa, Rajasthan, U.P., Chandigarh, Karnataka, M.P., Delhi etc.
We are very proud to announce that N.D. Wines is one of the wines served
in prestigious and luxurious trains like “The Deccan Odyssey” promoted
by Maharashtra Government and “Palace on Wheels” promoted by
Rajasthan Government. N. D. has also won the international level
“Excellence Award for Entrepreneurship” from J.M.C.C.I. presented by his
Excellency S. M. Krishna Governor of Maharashtra in Jan. 2005.
MISSION
OUR VISION
Source: - www.ndwines.com
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NAME OF THE ORAGANISTION
REGISTER OFFICE
NASIK
CORPORATE OFFICE
BHOPAL
ASHOK GAIKWAD
MANUFACTURING OF WINE
BANK → HDFC
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PRODUCT OR BRAND OF INDUSTRY
1 .SYRAH
This wine is made from Syrah, grown on the virgin soil of the Sahyadri
hills located in Nasik, the climate here is very similar to that of the South
of France. Before pressing the grapes are specifically selected and picked
at perfect maturity level. N. D. Syrah has the color of the royal insignia,
deep purple. The overpowering nose is a reminder of the warm climate of
the area, the strong aroma of bell peppers blends well with soft aroma of
cherries and blackcurrants, and N.D. Syrah feels velvety to taste with a
distinct peppery flavor that lingers in the mouth.
N.D. Syrah goes well with Indian cuisine and is ideal with food cooked in
the Tandoor as well as with spiced vegetables.
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2. CABERNET SYRAH
This wine is made from Cabernet Syrah, grown on the virgin soil of the
Sahyadri hills located in Nasik. Before pressing the grapes are specifically
selected and picked at perfect maturity level. This wine has got a rich deep
red color and is perfectly balanced. All the characteristics of the nice fruity
aromas from the N.D. Syrah are present and are reinforced by the full
bodied structure of the N. D. Cabernet. The Length of this wine is perfect.
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3 .CABERNET SAUVIGNON RESERVE
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4. GALAXY – RED
This wine is made from Cabernet Sauvignon, grown on the virgin soil of
the Sahyadri hills located in Nasik. Before pressing the grapes are
specifically selected and picked at perfect maturity level. This wine comes
in a striking deep red color. The nose develops a lilting aroma of bell
pepper, cherries and blackcurrants. Cabernet Sauvignon tastes like the
warm climate of India, melting with the tannin coming from the mature
seed and the after taste lingers in the mouth.
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\
This wine comes from Sauvignon Blanc grown on the virgin soil of the
Sahyadri hills located in Nasik. Before pressing the grapes are specifically
selected and picked at perfect maturity level. This wine comes in a striking
green gold color. The nose develops a pleasant aroma of pineapple,
banana, guava and the typical aroma of grapefruit. Sauvignon Blanc is
tangy, with a rich freshness that leaves behind a lingering citrus and lemon
flavor in the mouth.
This richly flavored wine is the perfect appetizer that goes well with any
variety of fish, as well as steamed lobster.
6. CHENIN BLANC
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This wine is made from Chenin Blanc, grown on the virgin soil of the
Sahyadri hills located in Nasik. Before pressing the grapes are specifically
selected and picked at perfect maturity level. The color of this wine is pale
yellow with touches of green. The intense nose develops the pleasant
aroma of pineapples, grape fruits and native guavas, besides the flowery
aroma of rose. The tangy taste of the N.D. Chenin Blanc tickles the palate
and leaves a lasting flavor and aroma of fruit in the mouth.
This wine is a perfect appetizer and goes well with food cooked in light
spices followed by fish.
7. SAUVIGNON BLANC
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This wine comes from Sauvignon Blanc grown on the virgin soil of the
Sahyadri hills located in Nasik. Before pressing the grapes are specifically
selected and picked at perfect maturity level. N.D. Sauvignon Blanc comes
in enchanting pale gold green color. The nose develops exotic aromas of
blackcurrant leaves touched with a sweet whiff of pineapples, grapefruits,
bananas and guavas with a noticeable aroma of grapefruit. N.D. Sauvignon
Blanc carries a lemony flavor which leaves a tingling freshness in the
mouth.
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This wine is an ideal appetizer that can be served with cashew nuts and
almonds. It is suitable for all types of fish and steamed jumbo prawns and
goes well with delicately spiced Indian cuisines.
PRODUCTION INDUSTRY
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RESEARCH METHODOLOGY
The need was felt at "ND Wine Pvt.Ltd.to estimates the markets
potential wines in domestic & export market- The research had to be
carried out with preference to wine marketing. In this research we had
to find out the size of the potential markets, existing brands of wines in
the market, and their market share.
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Considering the above objectives, we had to carry out a research and
find out the facts and figures, which later had to be analyzed and
presented to the company. While working on this project we
had to collect various information for the company we had
recommend suggestion to the management, which could help
them to design better strategies for market penetration.
We also had to find out many facts about the domestic marketing potential
for Wine. We had to check out the market share of all available brands of
Wines in domestic markets.
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The research methodology comprises of the following steps.
1. Research design
2. Data source
3. Research instrument
4. Sampling plan
5. Contact method
6. Data processing and analysis
7. Finding
8. Recommendation
9. Conclusion
1. RESEARCH DESIGN
• Exploratory Research
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• Descriptive Research
• Casual Research
2. DATA SOURCE
1. PRIMARY DATA
2. SECONDARY DATA
1.PRIMARY DATA
2.SECONDARY DATA
The project given by the company had to be carried out through research.
It was a qualitative as well as quantitative research based on the
secondary data available with the company As the research is totally
based on secondary data, following sources of the data are tested and
the required information was collected.
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c) Websites on the internet
3. RESEARCH INSTRUMENT
4. SAMPLING PLAN
After deciding on the research approach and instruments, the marketing
researcher must design a sampling plan which comprises of
1. Universe
2. Frame
3. Sample Size
4. Sample Method
1. Universe:
The universe of the research was all wine shop owner, distributer,
and whole seller.
2. Frame:
All the individuals between the ages of 20 to 65 years.
3. Sample Size:
The project maintained a sample size of 25. The sample size was
decided on the basis of available time, resources and budget of the
research.
4. Sample Method:
Non probability sampling method was used for selecting the
respondents. Since the city is very large the respondents that were
most accessible population members.
5. Contact method
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The method selected is survey method.
A Survey was conducted by: Personal Interview
This method was chosen because along with the study of project's primary
objective i.e. study of retailers, distributors and dealers and their awareness
about Wine & contact with manufacturer.
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Table No.1
1) Beverage preferred by customer
BEVERAGE Preference in %
WHISKY 25%
BEER 25%
RUM 20%
VODKA 15%
WINE 15%
TOTAL 100%
Chart No 1
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2) Have you keep N.D.Wine?
Yes No
80% 20%
Table No:-2
Chart No.2
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Have you keep N.D wines?
20%
Yes
No
80%
Table No 3
The question was asked, which wine brand the customer most
preferred? From which the above data are collected & from wine
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brands which Sula, N.D&Vinsura and Indage are 30%, 20% each and
13 % are mostly recommended.
Chart No 3
Sula
13 N.D
Vinsura
Indage
Vino
Flamingo
20 20
Table No. 4
The wine brand that mostly recommended by the wine shoppers was
sula with highest 52% and others like N.D,Vinsura and Indage are
20%,18% and 10% respectively.
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Chart No.4
10%
Sula
18%
N.D
Vinsura
52% Indage
20%
Table No.5
The reason for prescribing the particular wine brand from the wine
shoppers was the maximum sale of that particular wine brand i.e.
40%.
Demand was also one of the important reasons i.e. 35%.
50
Chart No.5
15
35
Experience
Maximum sale
Profit margin
Demand
40
10
Table No.6
Chart No.6
51
Have you seen the commercial of N.D wine
15%
Yes
No
85%
Table No.7
52
The question was asked about the shifting of customers from one wine
brand to another, the wine shoppers gives the reason of awareness of
the particular wine brand. The hoardings of particular wine brand
also impacts on the customers mind to buy that particular wine brand.
The other reason was quality.
Chart No.7
10 15
10 Price
25 Taste
Awareness
Hoardings
Other
40
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Table No. 8
Chart No.8
B) REVENUNE IN CRORES
TABLE NO 9
54
CHART NO 9
55
2. REGION WISE DATA 2005-2009
TABLE NO.10
Region
Year North South West East Total
2005-06 110100 74078 191178 23184 398541
2006-07 137626 90376 238973 27357 494331
2007-08 172032 111162 298716 32008 613918
2008-09 213320 134506 367420 37129 752375
CHART NO.10
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B) REVENUE IN CRORES
TABLE NO.11
Region 2005-06 2006-07 2007-08 2008-09
NORTH 57 68 85 105
SOUTH 37 43 53 65
WEST 96 116 147 176
EAST 11 13 15 18
TOTAL 202 240 300 364
CHART NO.11
Revenue in crores
400
350
I 300
n North
250
c South
200 West
r
o 150 East
r Total
e 100
s
50
0
2005-06 2006-07 2007-08 2008-09
Years
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FINDINGS
As per the data collected by the questionnaire prepared for getting the
response of the retailers and consumers have analyzed that
advertisement really plays important role in attracting and influencing
the customers but it is difficult to do the advertisement of wine or
liquor products because as per the government rules we cannot show
the commercials of the wine on any media .As advertising done on the
basis of POP material ,banners and in direct hoardings of wines create
impact on the mind of customers and retailers, It helps to create
awareness among the consumer. Advertisement is helping to reach large
group of buyers. It is helping to increase sales. In the present marketing
scenario it has become life breath of the modern business economy.
As we analyzed that customer rely more on the quality and taste of the wine
rather than the promotional gifts to push the sales.
In Nasik another part of the India there are very few wine drinkers, people are
more interested in hard drinks, in such case sometimes the promotional
schemes becomes useless. As a part of the promotional schemes free wine
tasting programmers is useless for the promotion because there are few
consumers which can afford wine and understand the taste of wine and
really know how to enjoy the wine, for lower end it is waste because to
convert them as a consumer or to influence them we have to make wine
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affordable for them and it is not possible, so we have to only target middle
and high income level consumers which can converted into potential
consumers. The most efficient way to promote the wines is to give good
incentives and launching schemes to the retailers because they come directly
in contact with the consumers. So they can influence the consumers by
directly recommending the wine to the consumer. Among the gift items free
wine opener plays important role in attracting the consumers. Tie-ups with
the barman can motivate the consumers.
As per the survey, I feel channels of distribution plays vital role in success of
the wines as per my analysis of the distribution channels in Maharashtra and
other parts the country, I have found that the distribution channel in
Maharashtra is very complicated and it is adversely affecting the wine market
of the Maharashtra. As the manufacturer cannot directly sale its product to the
retailers or bar owners and hotels, he has to follow the channel as per the law,
one cannot go the outlets so dealers are taking benefit of wine manufacturers
as the wine is not so much fast moving item in Maharashtra - so dealers are
taking advantage of small manufacturers, they are not ready to store and
market their wine, they are demanding extra margin and other facilities so
small wine manufacturers cannot fulfill their demand and they are not able to
compete in market.
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d) Analysis of the prices:
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MARKET POTENTIAL
GENERAL OVERVIEW:
The statistics on the Indian Made Foreign Liquor (IMFL) shows that
the consumption of wine in India is not more than 2% of the entire IMFL
consumption.
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ADVERTISING
We wanted to test our claim at least with in our sample in Nasik Region.
Another major focus of study was to check if the commercial for N.D. had
in any way affected the consumer and influenced the distribution
channel. We wanted to study if the commercial for N.D. had in
anyway encouraged the consumer for the consumption.
PROMOTIONAL MEASURES
Packaging is obviously crucial and the bottle, labels, etc. must be distinctive
and eye catching. Initial sales could perhaps be accompanied with a pair of
wine glasses or some such promotional gift. The Company also intends to
introduce certain concepts for the first time in Indian market i.e. a press
release is essential while launching the product, particularly as direct
advertising is not permitted. The press can also be given tasters and also
wine tasters can be invited for this press release. The press may also be
actively involved in the educating process by having a similar guided
tour for them as suggested for the retailers. Various sales promotional
strategies are adopted by the company which is mentioned hereunder:
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PRICING
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SWOT ANALYSIS OF ND WINE
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
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RECOMMENDATION
1) PRICE SENSITIVITY:
There should be reduction in price of the Product so as to make it price
competitive, and to compete in the market with other companies.
2) PROMOTIONAL SCHEMES:
More & more schemes should be provided to the dealers, so that an interest
could be created in the dealers mind to promote ND WINE PVT Ltd. The
dealers should be getting good margin on sales, so that they will be constantly
interested in selling and promoting the product.
3) N.D. SHOPPE:
The Product should be supplied and made available to the dealers on time, as
& when it is required by them. The company should also make sure that the
stock of the product should be available with the dealers too, so that the
customers get the delivery in time with no damage done to the product.
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5) DATABASE & INFORMATION:
So, the above recommendations were made to the company, after the
findings and analysis of the study. The above points were true and were very
specific in nature. The company should be benefited by focusing on the
above point, which will help them in there future strategic.
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CONCLUSIONS
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The findings of research report will definitely have its scope regarding
marketing strategy formulation of wine marketing in India.
BIBLIOGRAPHY
WEBSITES
www.ndwine.com
www.wineindia.com
www.indiawine.com
www.agrowon.com
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