A

PROJECT REPORT

ON

“MARKETING OPPORTUNITIES IN HOSPITALITY INDUSTRY FOR SULA WINES”

AT

FOR THE PARTIAL FULFILLMENT OF THE COURSE

MBA(MARKETING)

BY,

SIDDHARTH S GHODKE,

CMRD,

SNEPATI BAPAT ROAD, PUNE

YEAR: 2009

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ACKNOWLEDGMENT

I take great pleasure in introducing my project report titled “Marketing

Opportunities for Sula wines in Hospitality Industry “.

I would like to thank the management of Sula wines for giving me an

opportunity to do a market research project in their esteemed Winery. It was indeed

a privilege to be part of an environment marked by sheer professionalism and

dedicated efforts towards excellence.

I would like to express my deep gratitude to Mr.Chaitanya Rathi and Mr.Anand

Karandikar for guiding me throughout the project and their support.

I owe thanks to Prof.Natu forGuiding me to complete this project.

Last but not least we are indebted to those entire people who indirectly

contributed and whom this work should not have been possible.

Endeavour has been made to make the project error free yet I apologies for

the mistakes.

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TABLE OF CONTENTS:

Sr.No CONTENTS Page No

1. SCENARIO FOR WINES IN INDIA 5

2. WHAT IS WINE 9

3. ABOUT SULA WINEYARDS 14

4. WINES OF SULA 20

5. INTRODUCTION TO MARKET & THEIR LIMITATIONS 26

6. HYPOTHESIS 30

7. SCOPE 31

8. RESEARCH METHODOLOGY 32

9. METHODS OF ANALYSIS 34

10. ANALYSIS OF DATA 35

11. FINDINGS 42

12. CONCLUSION 44

13. RECOMENDATION 46

14. BIBLIOGRAPHY 49

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LISTS OF GRAPHS & TABLES:

1. Age distribution which consumes alcohol……………….

2. Percentile of people who have purchased wine ever……………

3. Sources of which they were aware of wines ……………..

4. Percentile of people familiar with varieties of our wine………………

5. Consumption of drinks in social gathering……………………….

6. Brand loyality………………………………………………………………

7. Perception about wine……………………………………………….

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Scenario for Wine in India

Historically, grapevine (Vitis vinifera L.) is grown mostly for wine making

in the world over. In India on the contrary remarkable success has been achieved in

table  grape production and yield levels of  fresh grapes are among the highest  in

the world.  At present  in  India grape is grown over an area of 60,000 ha with an

annual production of 1.6 million tonnes ( FAO, 2005).

Due to limited domestic consumption of wine and non availability of

standard wine varieties to produce good quality wines of international standards,

much emphasis was not given for research during  previous  decades in India.

Commercial  wine grape production, however in India has begun  only since 1980’s.

It is estimated  around   1000 hectares in Maharashtra and  ab out 200 hectares near

Bangalore in Karnataka.  Among these vineyards 70 per cent  are yielding  another

30 per cent  are in establishment stage. In Maharashtra,  wine grapes are grown in 

3  regions,  such as Pune-

Narayangaon, Nashik and Sangli-

Solapur areas. It is expected when all

these vineyards start yielding  in about

2-3 years,  around 15,000 tons of wine

grapes will be ready for crushing each

year yielding on an average of  90 lakh

litres of  wine annually.  There is  a

steep annual  growth rate of about 

20%  in the present  turn over of

around  Rs. 200 crores. Besides

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demand for imported wine is increasing day by day in India.  About  38 private

wineries have come up in the country  36  exist in  Maharashtra and  one each in

Karnataka and Goa. The total investment on wineries of Maharashtra  was Rs. 77.75

crores in 2004 and raised to Rs. 109.17 crores in 2005.

 These  private wineries were initially established under  joint set-up with  European

collaborations, preparing wine from standard varieties. The most popular red

varieties in cultivation  are Shiraz,  Cabernet Sauvignon, Pinot Noir and Merlot and

for Rose still wines, Zinfandel is used. The most popular white wine grapes are

Chenin Blanc, Sauvignon Blanc, Ugni Blanc, Viognier, Chardonnay and Riesling.

  To meet the domestic demand and for exporting wines from India,

good quality wines comparable to standard  wines of Europe and USA has to be

produced.  To give impetus to the grape processing and wine industry in 

Maharashtra and for the benefit of farmers, the state  announced a comprehensive

‘Wine Policy’ in 2001 and in  September, 2005  it   has established  ‘Maharashtra

Grape  Board’  especially to  develop  marketing  channels  for    grape   products in

our country.  This Government policy aims at sustaining grape cultivation and wine

industry in India in general and Maharashtra in particular.

Both the Indian wine market and the indigenous wine industry are in

their nascent stages, but growing by leaps and bounds (Table 2). Fifteen years ago

there was no locally made wine that was drinkable. Now there are three significant

wine makers, all family-owned businesses, the Chougules, the Grovers and the

Samants. There is also great interest in wine makers from France, Italy, Australia,

South Africa, America, and Chile to enter the Indian market.

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The biggest consumption up to 80% is however confined to major cities

like Mumbai (39%), Delhi(23%),  Bangalore (9%) and the foreign tourist dominated

state of Goa

(9%), where as

Rest of India has

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What is Wine?

Wine is an alcoholic beverage made from fermented grape juice. Wines

made from other fruits are always named accordingly. The chemical composition of

wine is about 87.7% water, 11% alcohol, 1% acid, and 0.2% tannins.

The natural chemical balance of grapes is such that they can ferment without the addition of

sugars, acids, enzymes or other nutrients. Wine is produced by fermenting crushed grapes

using various types of yeast. Yeast consumes the sugars found in the grapes and converts

them into alcohol. Different varieties of grapes and strains of yeasts are used depending on

the type of wine being produced.

To make wine, grapes, which belong to the genus Vitis are used. One of the

species, V. vinifera (often erroneously called the European grape), is predominantly

used. Beverages produced from V. labrusca , the native American grape, and from

other grape species are also considered wines. When other fruits are fermented to

produce a kind of wine, the name of the fruit is included, as in the terms peach wine

and blackberry wine.

History and spread of viticulture :

Vitis vinifera was being cultivated in the Middle East by 4000 BC, and

probably earlier. Egyptian records dating from 2500 BC refer to the use of grapes for

wine making, and numerous Old Testament references to wine indicate the early

origin and significance of the industry in the Middle East.

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The Greeks carried out an active wine trade and planted grapes in

their colonies from the Black Sea to Spain. The Romans carried the practice of grape

growing into the valleys of the Rhine and Moselle (which became the great regions

of Germany and Alsace), the Danube (in modern-day Romania, Yugoslavia,

Hungary, and Austria), and the Rhône, Saône, Garonne, Loire, and Marne (which

define the great French regions of Rhône, Burgundy, Bordeaux, Loire, and

Champagne, respectively). The role of wine in the Christian mass helped maintain

the industry after the fall of the Roman Empire, and monastic orders preserved and

developed many of the highly regarded wine-producing areas in Europe.

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Following the voyages of Columbus, grape culture and wine making

were transported from the Old World to the New. Spanish missionaries took

viticulture to Chile and Argentina in the mid-16th century and to lower California in

the 18 th century. With the flood of European immigration in the 19th and early 20th

centuries, modern industries, based on imported V. vinifera grapes, were developed.

The prime wine-growing regions of South America were established in the foothills of

the Andes Mountains. In California, the centre of viticulture shifted from the southern

missions to the Central Valley and the northern counties of Sonoma, Napa, and

Mendocino. British settlers planted European vines in Australia and New Zealand in

the early 19th century, and Dutch settlers took grapes from the Rhine region to

South Africa as early as 1654.

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The introduction of the eastern American root louse, phylloxera,

seriously threatened wine industries around the world between 1870 and 1900,

destroying vineyards almost everywhere that V. vinifera was planted, especially in

Europe and parts of Australia and California. To combat this parasite, V. vinifera

scions (detached shoots including buds) were grafted to species native to the

eastern United States, which proved almost completely resistant to phylloxera. After

the vineyards recovered, European governments protected the reputations of the

great regions by enacting laws that allotted regional names and quality rankings only

to those wines produced in specific regions under strictly regulated procedures. In

recent times, present-day wine-producing countries have passed similar regulations.

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BASKETPRESS

Sula Vineyards

Situated 180 km northeast of Mumbai, Nashik is India's largest grape-growing

region, but had traditionally never been used to grow wine grapes. Wondering why,

an enterprising, Stanford-trained

engineer named Rajeev Samant

quit his hi-tech Silicon Valley job

in 1993 to do some investigating.

A little research quickly showed

that the Nashik climate was not

only perfect for wine grapes, but

was also on par with

winegrowing regions in Spain,

California, and Australia. His

determination doubled, Rajeev returned to California in search of a winemaker. In

Sonoma County he found Kerry Damskey, an eminent Californian winemaker, who

enthusiastically agreed to help start a winery on Rajeev's 30 acre family estate.

In 1997, the duo took the revolutionary step of planting French Sauvignon Blanc and

Californian Chenin Blanc, varieties that had never before been planted in India. The

first Sula wines, released in 2000, were widely acclaimed as India's best white wines. 14 | P a g e

Since its inception, Sula has rapidly established itself as India's leading premium

wine brand, helping spark a revolution that has seen Indian wine consumption grow

at 25% annually and several new wineries come up in the Nashik area. In November

2002, Wine Spectator - the world's No.1 wine magazine - did a five-page feature on

Sula, a proud first for an Indian winery.

A second

winery with three

times the capacity of

the first was

completed in late

2004 to keep up with

demand, and a third

million litre winery

started operations in

2006. Sula has

expanded from the

original 30 acre family estate to about 1500 acres (owned and contracted) under

plantation, both in Nashik as well as in nearby Dindori, India's upcoming wine region.

Varietals planted include Cabernet Sauvignon, Shiraz, Zinfandel and Merlot along

with Chenin Blanc, Sauvignon Blanc, Viognier and Riesling. In addition to having a

wide national distribution network within India, Sula also exports its wines

internationally, as well as importing and distributing wines from leading producers

worldwide.

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In 2005, Sula proudly launched its first reserve wine, the Dindori Reserve Shiraz, as

well as India's first dessert wine, the Late Harvest Chenin Blanc. The winery and

vineyards are open to the public for educational tours, and the beautiful Tasting

Room invites visitors to enjoy their favourite Sula wines amidst spectacular views of

the vineyards and surrounding lakes and hills. The nearby Sula amphitheatre is an

impressive location for events and social gatherings and is available for bookings.

Visitors can now spend a few nights in paradise at BEYOND, Sula's new exclusive

accommodation on the vineyards with a beautiful lake view.

Firmly committed to remaining at the forefront of Indian wines, Sula continues to

experiment with new varietals, engage in sustainable agriculture, support the local

rural economy, and, of course, make wines of outstanding quality and superb value.

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Terroir

The Nashik Region

Nashik is situated 2,000 feet above sea level in the Western

Ghats of India. Located in northern Maharashtra -

approximately 200 km from Mumbai and Pune - it is an

important industrial and agricultural area.

Globally, 95-97% of grape cultivation is devoted to wine grapes. Until recently, though,

almost 99% of the grapes cultivated in India were table grapes, and most of them came from

Nashik. With the demonstrated success of wine grape cultivation in the region, however,

more and more producers are switching from table grapes to wine grapes.

Sula Vineyards owns over 300 acres of land in the Gangapur and Dindori districts of the

Nashik region, out of which 180 acres are currently under plantation. Another 200 acres are

under plantation by contract farmers.

Varietals planted include Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and

Zinfandel. Experimental research is currently focussed on Muscat, Riesling, Roussanne,

Viognier, Grenache, and Merlot.

Soil & Climate

The Western Ghats have laterite soils which are rich in iron

with good drainage. They vary from sandy clay loam and red

laterite to murrum soils, all well suited for wine grape

cultivation.

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The climate of the area is mild throughout the year, ranging from winter lows of 8-10°C to

summer highs of 32-35°C.

Grapes are usually harvested at the end of winter (January–March), which helps

to expose the crop to warm days and cool nights. This exposure aids in the slow maturation

of the grapes, enhancing their quality.

Water

The Nashik region consists of two rainfall zones. The first is

the high rainfall (80-100 cm) hilly Konkan area in the west,

and the second is the low rainfall fertile plain to the east.

Being at an elevation, our vineyards in the Dindori district are assured of ample rainfall. In

addition, 7 of the 19 dams in the Nashik region are located in Dindori. The Kadva and Kolvan

rivers - tributaries of the Godavari - pass through this area as well, further augmenting the

availability of water throughout the year.

Dindori

Dindori is the future of Indian wine. This picturesque district of

Nashik features gentle hills of red laterite and basalt rock.

Well-drained light soils on the slopes give way to heavier,

clayey soils on the valley floors. Clean air, plenty of monsoon

rain and a cool climate all contribute to Dindori’s suitability for quality vineyards.

Sula acquired 300 acres of land at Dindori in 2003 of which 150 acres are planted with

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Cabernet Sauvignon, Shiraz and Sauvignon Blanc. The remaining acreage is being planted

in stages, and will eventually create India’s largest wine grape vineyard. Dindori’s focus is on

sustainable agriculture, with minimum chemical inputs and reduced irrigation.

Viticultural operations in Dindori are carried out by hand. No heavy machinery enters the

vineyard once the land has been ploughed before planting. Fruiting branches are individually

tied to the trellis by string for optimum shoot positioning. When our Dindori farm reaches its

full potential, we will harvest 1,200 tonnes of handpicked, top class fruit.

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Wines of Sula

Sula Basically produces 5 types of wine,

* Red

* White

* Rose

* Sparkling

* Dessert.

Various Producrs are

Wines | Red

DINDORI RESERVE SHIRAZ

Grown on the red hills of our

Dindori estate and aged for a

year in new oak, our Reserve

Shiraz is fragrant, elegant and

smooth, with lush berry

flavours and silky tannins.

 

 

SULA RED ZINFANDEL

A luscious, jammy red

Zinfandel redolent with

blackberry aromas and

cinnamon and plum flavours.

Balanced, spicy, supple,

delightful!

 

      

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SULA CABERNET SHIRAZ*

Ripe fruit with peppery notes

mark this smooth, medium-

bodied red wine. With

nuances of oak, this deep

purple wine has great balance

and a lingering finish.

 

 

SATORI MERLOT*

Satori Merlot has a balanced,

round structure with a silky

mouth feel and lingering finish.

Its soft, fruity style with a hint

of spice invites early

enjoyment and marries

perfectly with a wide variety of

foods.

 

        

MADERA RED

Made from a blend of classic

as well as indigenous Indian

grape varieties, Madera Red is

a young, fruity, easy-drinking

wine. The beautiful bottle label

is inspired by Warli, a local

tribal art form depicting rural

life.

 

 

SAMARA RED

The Samara is easy-drinking

and wonderfully fruity.

 

Wines | White

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SULA SAUVIGNON BLANC*

This delightful Sauvignon

Blanc, India's first, is crafted

from our own Nashik estate

grapes.

The grapes are hand

harvested, whole-cluster

pressed and cold fermented.

The result is a highly aromatic,

floral, dry wine. It is crisp and

refreshing, with a touch of

spice at the finish.

It is the perfect

accompaniment to the varied

flavourful cuisines of Asia.

 

 

SULA CHENIN BLANC*

Our Chenin Blanc is perfect

for a summer evening. This

delightful white wine is cold-

fermented and finished in a

semi-dry style. Its light, fresh,

fruity character makes it an

excellent aperitif. It is the

perfect accompaniment to

lighter meals, salads and

desserts.

 

        

MADERA WHITE

Made from a blend of classic

as well as indigenous Indian

grape varieties, Madera White

is a young, fruity, easy-

drinking wine. The beautiful

bottle label is inspired by

  VIOGNIER**

Grown on the distinctive red

soil of our Dindori estate, the

reserve

Viognier is showing exotic

apricot and lychee aromas

followed by a lengthy mineral

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Warli, a local tribal art form

depicting rural life.

 

presence and fresh acidity on

the palate.

Good as an aperitif and also

with food such as oysters and

shellfish.

 

        

DIA WHITE

This lovely, light, slightly

sparkling wine from Sula is the

perfect wine to celebrate every

moment!

Low in alcohol, with beautiful

packaging, this is an Italian

style ‘Spumante’ wine at an

incredibly attractive price.

 

RIESLING

Sula’s Reisling is a fruity

aromatic wine with hints of

green apples, grapefruit,

peach & honey. Best enjoyed

nicely chilled, Riesling is a

versatile wine for pairing with

food, because of its balance of

sugar and acidity.

 

 

 

  

 

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SAMARA WHITE

The Samara is easy-drinking

and wonderfully fruity.

 

Wines | Rosé

SULA BLUSH ZINFANDEL

This popular favourite is fun

and fruity, abounding with

aromas of honeysuckle and

fresh strawberries. A versatile,

“anytime” wine great for

picnics, parties, and hot

summer days.

 

 

MADERA ROSÉ

Made from a blend of classic

as well as indigenous Indian

grape varieties, Madera Rosé

is a young, fruity, easy-

drinking wine. The beautiful

bottle label is inspired by

Warli, a local tribal art form

depicting rural life.

 

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Wines | Sparkling

SULA BRUT*

This celebratory sparkling

wine, made in the true

méthode champenoise style,

is a creamy, complex nectar

that goes down like a dream.

 

 

SECO

A light fruity sparkler, perfect

for everyday celebrations.

 

Wines | Dessert

LATE HARVEST CHENIN BLANC

A golden nectar with aromas of lemon, pear, honey, and tropical fruit. The perfect close to a delicious meal, but also an elegant aperitif. Pint (375ml) bottles only.

 

   

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INTRODUCTION

As we all know that wine is from western culture which is taking charge in our

country also. Nashik and Sangli are the biggest grape producing districts in

Maharashtra .There are problems faced by market share of the wine industry which

is very low inspite of the average it should be. Thus this research was focused on the

marketing opportunities for wine industry. The aim of research was to explore new

marketing opportunities in the hospitality industry. It was conducted to foresee the

new marketing opportunities for Sula wines to enhance their growth. There was also

a focus on to see the awareness about wines , especially Sula wines and also

people’s perception about wines with their preference of social drinking. A part of

research was focused on retailers also.

LIMITATIONS:

Wine being little expensice over other alocoholic beverages is not on top of

the list.

The overall level of income in the district is not high.

Percentile production of wine being less results in higher costs.

Majority of people are unaware of the brand - Sula or any other wine as

shown in the further diagram.

The over all culture does not allow any consumption of alcohol is also a main

hindrance in the sale of wines.

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Prices of the raw material is high & some of them are not easily available, like

oak barrels, foil, corks, etc.

New entrance of the competitors.

Changing government polices .

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A few problems faced by the wine industry :

One of the other reasons why wine drinking has not caught on is that quality

wines are priced relatively high. . Since the volumes are low, production costs

are high, as are taxes. Thus the real challenge for winemakers in India is to

develop a domestic market, and that is where the problem arises.

“Traditionally wine lovers around the world are not pleased with Indian wines.

They are not comfortable with the ‘Made in India’ tag.

Prohibiting factor: the growing breed of wine importers, as well as Indian

makers of wine, are waiting for a rationalization in the policy, which will allow

freer, cheaper imports, as well as an opportunity for Indian wines to be

available easily all over the country.

It exhibits the characteristics of the consumer packaged goods (CPG)

industry –aggressive brand building supported by large advertising and event

budgets, combined with high manufacturing costs. But a key differentiation in

the wine industry is the relatively higher packaging costs– glass bottles,

labels, foils etc. So a key challenge for industry is maintaining lower costs

were to control the cost of expensive packaging inputs. Another challenge for

the company was to manage the distribution of the finished goods.

Inadequate help by the government authorities to the wine sellers or bar

owners as far as promoting this industry is concerned.

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State Government has imposed higher Sales Tax on consumption of

imported wines in restaurants and bars.

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HYPOTHESIS:

In India wine is still in its preliminary stage, there is a lot of scope for

marketing. As for alcohol advertising cannot be done directly and promoted, its

mostly done through surrogate advertising but this is not economical for every

company and especially wine industry. Hence, hospitality industry has a potential

where wines can be promoted. As wine is more preferred with food than any other

drink.

Consumer awareness and perception as one of the key drivers as well as

various government initiatives to encourage domestic production and consumption.

Innovation on the part of producers, and the role of organized retail chains are also

instrumental in driving the market. Quality and myriad of state-level government

policies are challenges that may have a long term impact on the market.

There is a huge potential in Indian market itself. For export market, the increasing

popularity of Indian cuisine is an automatic opening. With more and more

professionals visiting India on regular basis, and the fact that Indian wine exports are

going up every year, word is getting spread very fast creating awareness of Indian

wines in International market. What the country needs now is set of rules and norms

to monitor  quality  compliance so that credibility of Indian wines as a product or

brand is established.

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SCOPE

‘Youth prefers wine !’ It has a big potential to develop in India. People’s

approach towards wine is increasing for various reasons. People have known its

health benefits. As grapes are grown in Nashik on large scale, the wine industry is

benefited with availability of raw material which is main for wine industry. Wineries

being rapidly setup in Nashik thus making it the Capital of wine. Due to this

consumers are attracted towards the city. It’s helping the wineries to flourish their

business.

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RESEARCH METHODOLOGY For getting the good quality of data the best way method was

through questionnaires .The questionnaires was designed specifically according to

the data required. The questionnaires were more suitable because here the

individual feedback was required thus improving the quality of the research. Data is

the significant part of the research. Your all research depends upon your data

DATA COLLECTION

Focus was on to know the age group who consumes wine, who

prefer it as social drink ,what they think it as ladies or gents drink, how much they

consume, their awareness about Sula.

The sample size was of 200 .The method is based on a random

basis selection like 50 were from Hotels, 50 were from Malls,50 at retailers and rest

through references. The questionnaires were filled by meeting them personally. We

referred net, magazines, interviewed people to better the quality of data thus

improving the efficiency of the report. Interviewing people also helped us to cover up

areas which through Questionnaires were not done efficiently.

Primary Data: Primary data is that which is collected fresh and thus happen to be

original in character. The data was collected by using questionnaire .

Secondary data: Secondary data is any data, which have been gathered earlier for

some other purpose.

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Among the above mentioned types of data was used for the study and analysis of

the objective of this project, Also the secondary to data proved to be helping hand in

framing up the industry scenario and also the relevant topics in the entire project

report.

It was through Magazines ,internet etc.

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METHODS OF ANALYSIS:

For the analysis of data various methods and theories were followed which give the

best result and were suitable

By the Theory of Demand and Supply Technique

Behavioral study of people.

Logical Analysis.

Consumer Behaviour study.

Anthropology is also a main aspect.

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ANALYSIS OF DATA

AGE GROUP DISRIBUTION WHICH CONSUMES ALCOHOL.

21-30 31-40 41-50 51-60 61-70

40 65 80 70 55

21-30 31-40 41-50 51-60 61-700

10

20

30

40

50

60

70

80

90

AGE GROUP

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% OF PEOPLE WHO HAD PURCAHSED WINE EVER.

yes NO

63% 37%

YESNO

chart shows that 63% of people had purchased wine ever and 37% did not.

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SOURCES THROUGH WHICH THEY WERE AWARE

FAMILY FRIENDS ADVERTISEMENT

10% 47% 43%

FAMILY

FRIEN

DSADVER

TISEM

ENT

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

% OF PEOPLE

Friends accounted for 47% ,Advertisement accounted for 43% ,10% was

through family and other means

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% OF PEOPLE FAMILIAR WITH VARIETIES OF WINES

YES NO

56% 44%

YES NO0%

10%

20%

30%

40%

50%

60%

% OF PEOPLE

56% people were Familiar with the varieties whereas 44% were not

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CONSUMPTION OF DRINKS IN SOCIAL GATHERING

BEER WHISKY VODKA WINE SOFTDRINK

20.33 17.79 10.16 22.03 29.66

BEER

WHISKY

VODKAWINE

SOFTDRINK0

5

10

15

20

25

30

% of people

For wine as social drink 22% people preferred it ,while soft drink was the most preferred drink with 29% and beer was 20% preferred and whiskey and vodka followed with 17% & 10.

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BRAND LOYALTY

SULA OTHER NIL

35 39 26

SULAOTHERNIL

35% people were loyal to sula 39% were to other brands and 26 5 werer neutral.

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PERCEPTION ABOUT WINE

BOTH LADIES GENTS

97 1 2

BOTHLADIESGENTS

97% perceived it as a universal or drink for both men and women 1% for perceived it as ladies and 2% mens Drink

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FINDINGS :

In the first chart ,it was seen that more of wine drinkers were from the age group

of 30 to 50,but the age group of 20 to30 were not much into wine. And more than

50 age were moderate.

Next chart shows that 63% of people had purchased wine ever and rest did not.

Most of the people were aware of sula wines through Friends and Advertising

where,

Friends accounted for 47% ,

Advertisement accounted for 43%

Rest was through family and other means.

56% of people were familiar with varieties of wines and rest were not familiar with

varieties of wines.

As for wine as social drink 22% people preferred it ,while soft drink was the most

preferred drink with 29% and beer was 20% preferred and whiskey and vodka

followed with 17% & 10%

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When asked about which brand were they loyal it was found that 35% were loyal

to sula whereas 39 % where loyal to others and rest were neutral.

97% people perceived it as a universal drink for both women and men .1% for

women and 2% for men .considerable thing was that more than 75% of

questionnaires were filled by men.

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CONCLUSION:

From the analysis and interpretation of data following things were concluded ,

The age group of 20-30 which is youth is not much into wines, but they are

potential business. Various measures should be taken like arranging free tasting

at various youth events like New Year, friendship day etc.They should be made

aware of the various health benefits of wine. Free winery tour for all college

students.

Many of the people have purchased wine bottle at least once but the research was

focused more on hotels were high class people were there thus increasing the

percentage. But when considering about Nashik it can be said that more than half

of the people have not even tasted wine. So measures like making

arrangements, so the wine can reach the common masses. Launching some

wine which is cheap and then people can think of buying it.

Wine as a social drink should be promoted, most of the people preferred soft drink

followed by wine, whiskey, beer, vodka.

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Sula as a brand is popular, but people are not familiar with its varitals . Not many

people could write the names of varieties of Sula thus stress should be given on

individual advertising of wines.

For popularity there should be given some sponsorship to the event happening on

a district or state level, if possible.

When it comes to brand loyalty result are quite up to satisfactory level, but this is

not enough stress should be given to increase loyalty by giving out discounts,

giving privilege card to customers etc.

The important thing was that most of the people perceived it as drink for both

ladies and gents which is a advantage over other drinks.

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Recommendation:

If we provide the pamphlets that which could be easily readable on the table

regarding the procedure of in what way to consume it, Because as we

interviewed the hotel managers we come to know that people are unaware of

how to consume it .{about the rules & procedure to taste it }

Sula can think of opening of special and exclusive wine shop in metro cities and

other big cities, where all wines of Sula and their merchandise will be available.

Sula can collaborate with restaurants to increase their sale. It can go with Pairing

of wine with food like which wine goes best with which food or dish. Indicating it in

the menu card itself will attract the attention of the consumers thus enhancing the

sales.

I would like to suggest that as every product has the life maturity followed by the

decline stage so there should be an product differentiation so that consumer will

find an change in the product and there will be no monotony in their purchasing

the should feel new even after a time . {such as in bottle design ,color etc }

Sula can think of opening of special and exclusive wine shop in metro cities and

other big cities, where all wines of Sula and their merchandise will be available.

Another thing that was found while interviewing the retailers was that they needed

more promotional stuff from Sula .Free tasting should be arranged at the retailers

also which can help people to get acquainted with wines thus enhancing sales.

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<<<<QUESTIONARE <<<<

Name:

Age:

Occupation:

In a social gathering which beverage is your first preference- beer, whisky, vodka , wine ,softdrink ?

Have you ever purchased wine bottle?

Yes-- No --

Are you aware of wine brand Sula ?

Yes-- No--

Can you guess the price range of your favorite wine ?

How did you come to know about it {family, friends, advertising. } ?

Are you familiar with our varieties?

Yes-- No--

How many brands have you tasted till now?

Can you mention three names of foreign Or Indian brand?

How many times you consume wine –

A] In a week-- b} In a month--

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Which brand are you loyal to ?

Is wine drinking is picking up in our country ?

Yes-- No--

Do you know Nashik is the capital of wine ?

Yes-- No--

Do you perceive it as a ladies or Gents drink ?

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BIBLIOGRAPHY

BOOKS

Wine for dummies by McCarthy

Wine Udyog by Gorakh Pagar.

INTERNET

www.google.com

www.sulawines.com

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