Introduction The area of Wine Marketing has not been recognised as a formal area within marketing or business.

However, the number of practioners world ±wide and now the number of academics working in this area has grown. As little as 10 years ago, the major journal in the area, The International Journal of Wine Marketing, was the only outlet for publishing in this area. Programs, like the diploma of Wine Marketing at the University of Adelaide (formerly Roseworthy Agricultural College), were limited in number and scope. Most of these programs used standard marketing and business textbooks, with added assignments for the wine industry. This was mainly due to the dearth of empirical research in wine marketing. In a short period of time this situation has changed dramatically. There are now university programs in various aspects of wine marketing and wine business in most wine producing countries and a few of the major wine consuming countries, like the UK. Many of these programs are offered at postgraduate as well as undergraduate level and are beginning to utilise the growing body of research on this sector. What do we know empirically about wine marketing? This question is much too broad to answer within the confines of one paper. Wine marketing includes many sub-areas of research. Traditionally, we would speak of the 4 Ps of marketing, product, pricing, promotion, and placement and their concomitant areas in wine marketing, such as branding, new product development, pricing, public relations, managing the sales force, and distribution. Beyond this, the area wine marketing should include specialty topics, such as consumer behaviour for wine, wine tourism and cellar door (direct sales), supply chain management from the vineyard and supplier to the end user, labelling and packaging, wine events, medals and show awards, promotional activities, exporting including market choice and channel within market choice, selecting and managing agents, protecting intellectual property (names and logos), and world regulation of wine and alcohol. Each of these areas has seen some research in the past decade and each could be the subject of a review such as this one. The area of wine choice behaviour was chosen for its critical influence in many of the other areas cited enough. If we can understand how consumers choose wine, then we have a much better framework to decide pricing, packaging, distribution, advertising, and merchandising strategies. These strategies then set the agenda for further development in the related areas of supply chain management, sales management, and even export management. First, a brief overview of the differences between wine marketing and FMCG (fast moving consumer goods) will be provided. This paper will then review the key, but limited research in wine choice behaviour. The review will be summarised and the key areas for future research outlined. Why does wine need a special review, rather than rely on existing research in consumer choice behaviour? Wine is sold in grocery stores in most major consuming countries. In fact data from Euromonitor (2001) that grocery and discount store channels account for over 50% of wine sold in Italy, and over 70% of wine sold in the UK, the US, Germany and France. In some countries, like Australia, wine is not

legally sold in supermarkets, but over 50% of the specialist retailers are owned by the major supermarket chains. These facts should indicate that wine is a fast moving consumer good, or packaged good (in the US). But, where most supermarket categories have 10 or so brands, wine typically has over 700. In some supermarkets well over 1000 different wines are stocked. Also, consumers purchase brands of products, and the brand names are the key unit of decision (Ehrenberg 1988). Although more and more wines, especially those from the New World, carry brand names, there are many different cues on the package that influence purchase, eg., the region, sub-region and country of origin, the vintage date, the grape variety or blend, the producer or negotiant (blender of the wines), style (eg, bottle fermented, late harvest), the wine maker, and the specific vineyard. The result is that consumer choice for wine is more complex than the choice for many other products. It might be argued that automobiles are one of the few product categories that rival the complexity of the wine category, but cars are not purchased so frequently.

Methodology is the process of collecting the information and helps to find out the solution to the topic selected by the researcher. Where as research helps to study and find out the techniques with the proper process. It is a systematic way of presenting information. In order to collect the required information for the project the following methods were adopted:

The concern staff of Sula Wines was interviewed personally. The data was collected with the purpose of evaluation. y y Discussion with the finance manager regarding the figure of balance sheet. Collection of information related to working capital from other members of the accounts department of the organization.

b) Open ended interview with o Operators o Supervisors o Canteen contractor . DATA COLLECTION 1. first time and thus happen to be original in character. by coving yearly financial data supplied in the company¶s financial accounts.SECONDARY DATA: Secondary data is provided by the organization. which are collected fresh and for. For that different methods used likea) Questionnaire: . Secondary data 1. METHODOLOGY OF THE STUDY Methodology of the project o Safety health and environment measures are studied. It is very effective source of data and is considered as the heart of a survey operation. Primary data: . For research part collected data in two parts. Primary data 2. The needed information is collected from: y y y Balance sheet of Sula Wines 2004-08 Books of accounts of Sula Wines 2004-08 Annual reports of Sula Wines 2004-08 The present study is aimed at to analyze the working capital analysis of Sula Wines.the primary data are those.

Managing Director: Mr. The secondary sources consist of readily available compendia and already compiled statistical statements and reports whose data may be used by researchers for their studies. Name of Group: Nature of Production: Wine Manufacturing Industry Category: Grape Wine Industry. health and environment journals o Books COMPANY PROFILE Name of the company: Nashik Vintners Pvt. Ltd.o o o o Environment consultant Managers Administration dept. Personnel dept staff. Secondary sources consist of not only published records but also unpublished data. Govardhan village Off Gangapur-Savargaon Road.these are sources containing data which have been collected and compiled laid for another purpose. Rajeev Suresh Samant . o Internet o Magazines o Safety. Nashik ± 422 222. 2. Secondary data: . Year of establishment: 2000 Address: Gat 36/2.

PRODUCT PROFILE ROSÉ Sula blush zinfandel Madera rosé RED .

Dindori reserve Shiraz sula red zinfandel SPARKLING Sula brut* WHITE Saco .

Sula sauvignon Blanc* sula Chenin Blanc* Madera white Viognier** .

Dia white samara white Riesling DESSERT .

Late harvest Chenin Blanc PRODUCT PROFILE ROSÉ Sula blush zinfandel Madera rosé RED .

Dindori reserve Shiraz sula red zinfandel SPARKLING Sula brut* WHITE Saco .

Sula sauvignon Blanc* sula Chenin Blanc* Madera white Viognier** .

Dia white samara white Riesling DESSERT .

A little research quickly showed that the Nashik climate was not only perfect for wine grapes. In 1997. varieties that had never before been planted in India. but was also on par with winegrowing regions in Spain. an enterprising. an eminent Californian winemaker.Late harvest Chenin Blanc HISTORY OF THE SULA WINE LIMITED Situated 180 km northeast of Mumbai. the duo took the revolutionary step of planting French Sauvignon Blanc and Californian Chenin Blanc. but had traditionally never been used to grow wine grapes. California. Stanfordtrained engineer named Rajeev Samant quit his hi-tech Silicon Valley job in 1993 to do some investigating. who enthusiastically agreed to help start a winery on Rajeev's 30 acre family estate. . The first Sula wines. In Sonoma County he found Kerry Damskey. Nashik is India's largest grape-growing region. Rajeev returned to California in search of a winemaker. and Australia. His determination doubled. Wondering why.

Since its inception. helping spark a wine revolution that has seen consumption grow at 25% annually and several new wineries come up in the Nashik area. the Dindori Reserve Shiraz. 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.the world's No. both in Nashik as well as in nearby Dindori. Sula also exports its wines internationally.released in 2000. Varietals planted include Cabernet Sauvignon. India's upcoming wine region. Shiraz. The winery and vineyards are open to the public for educational tours. and the beautiful Tasting Room invites visitors to enjoy their favorite Sula wines amidst spectacular views of the vineyards and surrounding lakes and hills. In November 2002. Sula proudly launched its first reserve wine. Sula has rapidly established itself as India's leading premium wine brand. were widely acclaimed as India's best white wines. Sauvignon Blanc. Viognier and Riesling. In 2005. In addition to having a wide national distribution network within India. as well as importing and distributing wines from leading producers worldwide. Sula has expanded from the original 30 acre family estate to about 1500 acres (owned and contracted) under plantation. the Late Harvest Chenin Blanc. Zinfandel and Merlot along with Chenin Blanc.1 wine magazine .did a fivepage feature on Sula. Wine Spectator . as well as India's first dessert wine. a proud first for an Indian winery. The nearby Sula amphitheatre is an impressive location for .

it has potential to grow wine grapes as well and so he begins his research«. make wines of outstanding quality and superb value. engage in sustainable agriculture. and. .events and social gatherings and is available for bookings.Stanford-trained engineer. of course. Sula's new exclusive accommodation on the vineyards with a beautiful lake view. Sula continues to experiment with new varietals. support the local rural economy. India« 1993 ± Samant realizes that since Nashik is the largest table grape growing region. to help him start building the winery in Nashik«. California where he enlists friend and renowned winemaking consultant. Rajeev Samant quits his job as Finance Manager at Oracle in Silicon Valley and heads home to his family-owned Lands in Nashik. Firmly committed to remaining at the forefront of Indian wines. 1994 ± Samant goes back to Sonoma Country. SULA WINE ± MILESTONES´ ³The conviction to take the un-chartered path´ 1992. Kerry Damskey. Visitors can now spend a few nights in paradise at BEYOND.

a proud first for an Indian wine. Sula¶s first year is a success with 4. Chenin Blanc. but people are hesitant to taste Indian wines.000 cases being dispatch from the winery. a great new wine coupled with an ever greater persistence cannot be ignored for long and soon people begin to warm up to the idea«. However. but good wine in general ! . 2001 ± It takes the 6 months to make the first dispatch from the winery.1 wine magazine.³To make good wine you need a beautiful winery´ 1995 ± Damskey takes on the adventure to visit Nashik for the first time in his life«. The country has never seen Sauvignon Blanc. 2000 ± Sula vineyards release its first 3 wines. the world¶s no. ³Sula wines ± a runaway success´ 2002 ± µWine Spectator¶. or Methode Champenoise sparkling wine quite like these« -Not only Sula faces problems with Government regulations and licensing policy. does a five-page feature on Sula.


36 2008 Increase 187.85 2204.74 445.67 423.13 951.13 .71 Decrease 8.7 1349.27 6407.50 2038.42 4211.97 2040.75 855.87 215. b) Inventories c) Loans & Advances d) Sundry Debtors e) Other Assets 2007 196.82 0 0 0 0 8.01 1315. MAJOR CUSTOMER Italy USA-California USA-New York Belgium CANADA-Ontario CANADA-Quebec UK France Finland Germany Japan Nigeria Spain South Korea United Arab Emirates BALANCE SHEET 2007 ± 2008 ( Rupees In Lakhs ) Particulars A) Current Assets a) Cash & Bank Bal.7 B) Current Liabilities a) Sundry Creditors b) Provision for Taxation 963.82 630.09 1193.96 Total Increase/Decrease Working Capital (A-B) 3017.69 2.87 230.69 1.4 4366.96 3225.53 0 0 0 2204.78 2168.46 528.24 1594.88 846.38 4.57 0 1056.49 722.

13/-(lakhs) Interpretation & Analysis: We see that there is a net increase in the working capital. as farmers see ever more advantages to switching to wine grape-growing. other states will follow Maharashtra¶s lead.(intro) Introduction:Preview« The macro behavior The tiny wine industry in India is slowly coming of age as the buzz about its reputation spread among the cognoscenti. with generous subsidies from the state government encouraging the move. The government of Maharashtra has issued over 70 licenses in the last couple of years for setting up new wineries. This is the most progressive action yet-taken on the Indian wine scene. it is difficult to imagine that its wine industry would attract any attention. 1349. Even five years back no one spoke of Indian wines or their flavours. Nashik is the current centre of the boom. But the picture is fast changing. Though only a small number of . Further. For a hot country known for its spices and tea. and hopefully. because in the year 2007-08 there was increase in the inventories & sundry debtors. Present scenario of Wine Industry in MAHARASHTRA With special reference to Sula. Even though there was increase in creditors DOMESTIC WINE(MAHARASHTRA) Vineyards are multiplying in Maharashtra. and the drink was almost unknown to Indian palettes. Enterprising table grape farmers have shifted to growing wine grape varieties. There is a Net Increase in Working Capital by Rs. the state¶s revenue department has introduced a zero excise duty regime with 4% sales tax on locally produced wines.

At the same time. each of these vineyards reflects the terrier. complementing food.The history of wine making parallels that of civilization. Today wine is synonymous with culture and convivial lifestyle around the world. there is a buzz among the globe-trotting elite about the French or California wines they taste. wineries around the world have gone to great lengths to enhance their consumer education efforts. References of wine have been found in Egypt and Phoenicia dating as far back as 5000 BC.S.vineyards produce grapes for wines. entertainment and the arts. Italian wineries also have begun to develop effective marketing and consumer education efforts for the U. European explorers in the 16th century introduced the wine to the new world. because they recognize how to market to consumers who may not be experts on wine. for instance. Fierce competition for market share has led to increased diversity and innovation within the wine industry. consumers in the New World are becoming much more knowledgeable about wines. much to the benefit of the consumer. which produce more than 26 billion liters of wine annually. and Indian wines have begun to be noticed by masters of wine around the world. Wine plays a major role in the economies of many nations. Indian wines have begun to find space on the menus of Indian restaurants abroad.S. . and by 2000 BC wine was been produced in Greece and Crete. The infant Indian winemaking industry is hoping to get a foothold in the international wine market. their reputation is spreading among the cognoscenti. culture and the tradition of its region. much more effectively than French vineyards. As a result. New World wineries in countries such as Australia have learned to sell to consumers in the U. An international report says that there are some 8 billions hectares of vineyards across the world . history. Over the past decade.

Sometimes they are grouped into different categories by grape variety. These changes in the retail and distribution channels present substantial challenges for wineries. Smaller vineyards often can find it more difficult to secure shelf space and all wineries find themselves facing pricing pressure from the retail and distribution channels.  C: .Sparkling Wines  A: -Champagne. At the retail level. and the like. by the name of the wine maker or viticulturalist. The French. red. 1:.Still wines  A: . 2:. or by production technique. by color. wine sales are increasingly shifting to supermarkets. region of origin.Fortified wines  A: . 3:.Dessert in particular. wholesale clubs. medium dry and sweet wines. their export performance has lagged behind other wine-producing nations in recent years. consequently. have not been as effective. Wines are categorized using a number of different methods.Dry.White. rose wines. . of course.  B: .Vintage wines  D: .Aromatized wines. PRODUCT PROFILE:Wines can be classified into following types globally.

all the grape sugar has been turned to alcohol by the yeast. table wines contain between 10 and 14 percent alcohol and are further classified by their color. Depending on the grape variety and winemaking technique. sugar content. Table wines. Slightly sweet or off-dry wines are made by stopping the fermentation before all the sugar is gone or by adding grape juice back to the wine afterwards. Traditionally consumed as part of a meal. or pink in color. Most table wines are fermented until they are dry i. are produced in many different styles and make up the majority of wines on the market. . wines can be white. red.e.Three basic groups of wines are most easily distinguishable for the consumer: table wines. also known as still or natural wines. sparkling wines and fortified wines. and the variety and origin of the grapes that were used.

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