casella wines presentation - unitedworld school of business

7/28/2019 Casella Wines Presentation - Unitedworld School of Business

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Yellow Tail was developed around the year 2000, originally marketed to export

countries and became the number one imported wine to the USA by 2003.

• Yellow Tail is a brand of wine

produced by Casella Wines Pvt Ltd.

Casella wines is based in Australia.

The largest volume of wines imported into India are from Australia, selling an

estimated 75,000 cases (30 per cent of the total) of all imported wine sales in India

in 2010-11, having narrowly overtaken French wines.



Do you know…

US has third largest aggregated consumption of wine in the world.

Industry: $ 20 billionCompetitors: France, Italy, Spain, Chile, Australia, Argentina.

Market hold: Top 8 companies produce more than 75% of the wine in US

and other 1600 wineries produce the remaining 25%

Casella Wines from Australia created a wine whose strategic profile

broke from the competition.

Within three month Casella Wines’ average sales were tracking at

$ 4.5 million and this was surprising.



7 Principle factors for a wine industry

Price of

bottle

Packaging

and

labelling

Consumerawareness

Aging

quality

Prestige of

vineyard

Complexityof wine

Diverse

range of

wine

Factors affecting



WHAT IS BLUE OCEAN

STRATEGY?

• CASELLA WINES must follow Blue

Ocean Strategy to make the competition

irrelevent in the Indian Market

For a successful brand creation….

IN INDIA



BLUE OCEAN STRATEGY

Imagine a market universe composed of two sorts of ocean.

Blue Ocean Red Ocean



Red Ocean represent all the industries in

existence today. This is known as Market

Space

Industry boundaries are defined and accepted

Competitive rules of the game are known

Companies tries to outperform their rivals to

grab a greater share of existing demand

As the market space gets crowded, prospects

for profits and growth are reduced

Product become commodities, and cut-throat

competition turns the red ocean bloody.

Blue Ocean denote all the industries not

in existence today. This is the

Unknown Market Space.

Blue Oceans are defined by untapped

market space, demand creation, and the

opportunity for highly profitable

growth

Competition is irrelevant

Rules of game are waiting to be set

Blue Ocean V/s Red Ocean



Study Research claimed that…

0% 20% 40% 60% 80% 100%

Business Launch

Revenue impact

Profit Impact



Approach to VALUE INNOVATION

Created when a company lowers costs while increasing the companiesvalue proposition to its buyers

Value innovation is achieved by:

Reducing factors the industry competes on

Increasing buyer value by creating elements the industry has not yet

offered



CASELLA WINES

Enological Terminology, aging quality, abovethe line – marketing

Wine complexity, Wine Range, Vineyard

Prestige

Price Versus Budget Vines

Easy drinking, Ease of Selection, fun and

adventure

ACTION

ELIMINATE

REDUCE

RAISE

CREATE

What actions must it take for

Indian Market?



Speculations

To work hard on:

Acceptability factor

Political FactorsExternal FactorsSupport Factor:

Trend for wine

For non-alcholic drinkers

Uncontested Market

They will be good at:

ClimatographicConditions

Value Innovation

Wine Legacy



Conclusion

Opportunities are available

Exploration Needed

Creation of Uncontested Market

Creation of Blue Ocean Strategy



Campus Overview

907/A Uvarshad,

Gandhinagar

Highway, Ahmedabad –

382422.

Ahmedabad Kolkata

Infinity Benchmark, 10th

Floor, Plot G1,

Block EP & GP,

Sector V, Salt-Lake,

Kolkata – 700091.

Mumbai

Goldline Business Centre

Linkway Estate,

Next to Chincholi Fire

Brigade, Malad (West),

Mumbai – 400 064.



Thank You

casella wines presentation - unitedworld school of business

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