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 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. CONTENTS
SCENARIO FOR WINES IN INDIA WHAT IS WINE ABOUT SULA WINEYARDS

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5 9 14 20 26 30 31 32 34 35 42 44 46 49

WINES OF SULA
INTRODUCTION TO MARKET & THEIR LIMITATIONS HYPOTHESIS SCOPE RESEARCH METHODOLOGY METHODS OF ANALYSIS ANALYSIS OF DATA FINDINGS CONCLUSION RECOMENDATION BIBLIOGRAPHY

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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

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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 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
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Samants. There is also great interest in wine makers from France, Italy, Australia, South America, to enter the market. Africa, and Chile Indian

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 only 20% consumption. Some Indian wine makers have also started importing foreign made wine and bottling and selling it here in India.

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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

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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
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first Sula wines, released in 2000, were widely acclaimed as India's best white wines.

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. 17 | P a g e

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

SULA RED ZINFANDEL

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.

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, mediumbodied red wine. With

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.

nuances of oak, this deep purple wine has great balance and a lingering finish.

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*

SULA CHENIN 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.

Our Chenin Blanc is perfect for a summer evening. This delightful white wine is coldfermented 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, easydrinking wine. The beautiful bottle label is inspired by Warli, a local tribal art form 22 | P a g e

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 presence and fresh acidity on

depicting rural life.

the palate.

Good as an aperitif and also with food such as oysters and shellfish.

DIA WHITE This lovely, light, slightly

RIESLING Sula‟s Reisling is a fruity aromatic wine with hints of green apples, grapefruit, peach & honey. Best enjoyed nicely chilled, Riesling is a

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.

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, easydrinking 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*

SECO

This celebratory sparkling wine, made in the true méthode champenoise style, is a creamy, complex nectar that goes down like a dream.

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 40

31-40 65

41-50 80

51-60 70

61-70 55

90 80 70 60 50 AGE GROUP 40 30 20 10 0

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 % OF PEOPLE WHO HAD PURCAHSED WINE EVER.

yes 63%

NO 37%

YES NO

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 10% FRIENDS 47% ADVERTISEMENT 43%

% OF PEOPLE

0%

10%

20%

30%

40%

50%

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 56%

NO 44%

60% 50% 40% 30% 20% 10% 0% % OF PEOPLE

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

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 CONSUMPTION OF DRINKS IN SOCIAL GATHERING

BEER 20.33

WHISKY 17.79

VODKA 10.16

WINE 22.03

SOFTDRINK 29.66

30 25 20 15 10 5 0
% 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 35

OTHER 39

NIL 26

SULA OTHER NIL

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

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 PERCEPTION ABOUT WINE

BOTH 97

LADIES 1

GENTS 2

BOTH LADIES GENTS

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 –

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A] In a week- Which brand are you loyal to ?

b} In a month--

 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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