Blue Ocean

SECTION 2 GROUP 5
Chandi Sarangi –
FT222014
Himanshu Kandpal –
FT222031
Karan Khazanchi –
FT222047
Mahima Virdi – FT222062
Mohit Shrivastava –
FT222077
Samrat Kanitkar –
FT222092

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 What did YellowTail do which other industry incumbents in the Budget and
premium segment were unable to do ?

 Yellow Tail targeted the non-wine drinkers who outnumbered wine

drinkers by 3:1.
 Created ease of selection by introducing only 2 flavours. Portrayed
Yellow Tail as a fun and approachable brand that can be consumed
every day.
 Raised wine price well above the industry average.
 Eliminated use of Enological Terminology and Distinctions in Wine
Communication, Aging Quality and Above-the-Line Marketing.
 Reduced stocks keeping units, wine complexity (tannins, oak) and the
range of offerings to 2 wines, red (Shiraz) and white (Chardonnay).

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 What were the challenges?

 Entering into a highly competitive market

 Scrutinization of factors considered for the value curve
 Discover a way of redefining the problem that the industry
is focused on without restricting itself to existing market
boundaries.

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 Why did this happen (Yellow Tail coming in which is a missed
opportunity for the existing players), as per your judgment?

 Yellow Tail did not bench marked competitors but instead

started looking across alternatives in the existing wine
market.
 Yellow-Tail introduced a new value curve breaking the
existing value/cost trade-off.

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