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    Group7 Sula Wine IB

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    Fenny Shah
    Sula Vineyards is an Indian wine company with 70% market share in the industry. It has 1800 acres of vineyards and produces a wide variety of wines. It also has restaurants, a tasting room, and exports to 26 countries. Sula holds a two-day music festival annually that attracts over 300,000 interactions on social media. The company's marketing is focused on social media due to advertising restrictions, and it has over 100,000 Facebook followers. The document proposes several new marketing tactics for Sula Vineyards including a celebrity endorsement, YouTube sponsorships, memes, in-store branding, and emphasizing its positive social impact. It allocates a total budget of nearly 50 million INR for these new initiatives.

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    Group7 Sula Wine IB

    Uploaded by

    Fenny Shah
    71 views16 pages
    Sula Vineyards is an Indian wine company with 70% market share in the industry. It has 1800 acres of vineyards and produces a wide variety of wines. It also has restaurants, a tasting room, and exports to 26 countries. Sula holds a two-day music festival annually that attracts over 300,000 interactions on social media. The company's marketing is focused on social media due to advertising restrictions, and it has over 100,000 Facebook followers. The document proposes several new marketing tactics for Sula Vineyards including a celebrity endorsement, YouTube sponsorships, memes, in-store branding, and emphasizing its positive social impact. It allocates a total budget of nearly 50 million INR for these new initiatives.

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    Sula Vineyards is an Indian wine company with 70% market share in the industry. It has 1800 acres of vineyards and produces a wide variety of wines. It also has restaurants, a tasting room, and exports to 26 countries. Sula holds a two-day music festival annually that attracts over 300,000 interactions on social media. The company's marketing is focused on social media due to advertising restrictions, and it has over 100,000 Facebook followers. The document proposes several new marketing tactics for Sula Vineyards including a celebrity endorsement, YouTube sponsorships, memes, in-store branding, and emphasizing its positive social impact. It allocates a total budget of nearly 50 million INR for these new initiatives.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views16 pages

    Group7 Sula Wine IB

    Uploaded by

    Fenny Shah
    Sula Vineyards is an Indian wine company with 70% market share in the industry. It has 1800 acres of vineyards and produces a wide variety of wines. It also has restaurants, a tasting room, and exports to 26 countries. Sula holds a two-day music festival annually that attracts over 300,000 interactions on social media. The company's marketing is focused on social media due to advertising restrictions, and it has over 100,000 Facebook followers. The document proposes several new marketing tactics for Sula Vineyards including a celebrity endorsement, YouTube sponsorships, memes, in-store branding, and emphasizing its positive social impact. It allocates a total budget of nearly 50 million INR for these new initiatives.

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    IMC Campaign for

    Sula Vineyards
    Group 7
    Aakash Manjrekar(35)
    Satyendra Chaudhari(22)
    Pradeep Agrawal(01)
    Apeksha Tejwani (11)
    Megha Gupta(36)
    Sireesha Ratnala(42)
    RAISE A
    TOAST TO
    SULA

    WHAT THE BRAND HAS ACHIEVED SO FAR..


    • 70% market share in Indian wine industry
    • 1800 acres across Nasik and Karnataka for wine
    brewing and resorts, two famous restaurants Little
    Italy and Soma, tasting room facing the vineyards
    and backwaters of Gangapur dam
    • Wide variety of products
    • Import arm ‘Sula Selections’ has partnered with
    Glenfiddich, Remy Martin. Exports to 26 countries
    and is listed with Marks & Spencers.
    • Ventured into production of spirits in 2015
    A two day yearly fest to generate buzz and boost engagement started in
    2008. It offers music, drinks, food, and fashion. Some of the activities
    the festival-goers can engage in include grape stomping, wine tasting,
    and camping. Click to watch a short video.
    Results: (of the recent fest)
    • More than 300k total interactions on Facebook
    • #SulaFest clocked in a reach of more than 160 million across social
    media platforms, and the videos from the #SulaFest received 400k
    views
    • Attendees posted over 6000+ unique pictures and videos from the
    #SulaFest, and the artists’ interactive photos and videos delivered
    3780 interactions and a reach of 56k
    • Advertising alcoholic beverages using mass-media is prohibited. In
    shop ads or on-premise promotions are allowed outside the capital.
    • Sporting events cannot be also sponsored directly
    Brands resort to ‘surrogate advertising’ eg: Kingfisher promotes its
    mineral water only on mass-media.
    And that’s why Social media takes a major place in their marketing
    efforts. What Sula’s efforts has brought in
    Followers
    Facebook 1,11,414
    Instagram 48,700
    Twitter 14,400
    Youtube 838
    PRIYANKA posing with a SULA
    GLASS OF WINE!! (grape yards in
    the background)
    Imagine the buzz and exposure
    this post on social media
    accounts of both the brand and
    the celebrity would generate.

    Research has stated Indian


    women prefer wine for its low
    alcohol content and the status
    associated with it. Also Priyanka
    is known internationally so this
    can boost exports as well.
    OYO TOUR
    PACKAGES

    Most visitors at Sula


    SULA HOLIDAYS resorts are from Mumbai
    and Pune, this will attract
    Introducing people form all over the
    To You.. country, thus increasing
    brand awareness and
    revenue
    Wine and Music are Inseparable and so is Music and
    • Sponsoring youtube cover artists like Vidya Youtube
    Vox(4280k) or Shirley Setia(2007k) etc.
    Number in the bracket indicates subscriber
    count in thousands, whereas Sula just has
    around 800 subscribers. Some of their
    videos cross 50 million views. The brand will
    get high visibility. Age 25-34 its major target
    segment is on youtube.
    • Forming the ‘Sula Band’ by signing contracts
    with some young new promising talents on
    youtube, releasing videos and albums from
    the channel regularly.
    Memes are easily loved by people
    and go viral. Many brands are doing People will love
    tagging their
    it to get closer to the people. partners under
    People re-share these posts and such posts on
    special occasions
    then again their friends like and like Valentine’s
    share it. Making use of the right day. Cheers.
    opportunity matters most.
    Not anymore!
    Now available at
    supermarkets near
    you!!
    Wine to me: You
    (Recently wine forgot it’s Saturday.
    started selling in
    supermarkets as (To be posted on a
    well) Saturday)
    • A Sula board on the top of liquor
    shops in commercial or office
    areas. Even though people may not
    buy there they will become
    familiar with the brand. Some sales
    discounts may be given to the
    shops. Similar for Sula

    • Barcodes may be scanned from wine bottles or coupon codes for


    customers to avail discounts on further purchases or for buying tickets of
    the annual Sula music festival.
    • The Mobile App can also be used to collect quick feedback about the
    wines, resort visits and voting for artists and programs for the coming Sula
    fest.
    • In states having significant Christian
    population like Meghalaya, Mizoram, Nagaland
    etc. strong distribution networks and sales
    promotions should be present particularly
    before Christmas and New Year when the wine
    consumption increases.
    • Hotels, bars and restros should be encouraged
    to use these wine glasses and other Sula
    crockery as a person on another table will also
    be reminded about the brand.
    • Videos giving health benefits of wines made by
    other youtubers if appropriate should be
    shared on Sula social media channels.
    With Alcohol comes Responsibility..
    • Sula has been contributing to Rural
    employment and clean energy
    through its wineries and farming
    activity. They should inform their
    followers the number of villagers they
    have helped and amount of energy
    saved on social media.
    • Don’t drink and Drive hoardings on Sula Vineyards - Nasik
    highways and messages pertaining to
    the same on social media.
    • Many top executives at Sula are women so they can talk
    about women empowerment on their personal social
    media accounts connecting to the Priyanka Chopra’s
    campaign and rural women employed.
    Budget
    Tactic- yearly Amount ( in lakhs INR)
    Advertising:
    In- shop branding 660
    Celebrity endorsement 2000
    Social media campaigns (YouTube, 50
    Instagram, Facebook, etc.)
    Wine glass and crockery branding 160
    Coupon code discounts 50
    Mobile app/ brand website 200
    Short films and videos 330
    Total 3450

    Source : https://www.slideshare.net/eaugustine/great-divide-brewery-imc-campaign-student-project *the budget excludes cost of existing events and campaigns of the company
    Budget
    Tactic
    Sales Promotion:
    Budget( in lakhs INR)

    Promotion cards 160


    Sales discount 330

    Social responsibility:
    Hoardings of “don’t drink and 33
    drive”
    Women empowerment campaign 70

    Event organizing:
    Wine tasting event (co-brand with 700
    OYO)
    Total 4743

    Source: https://www.slideshare.net/davehennessy/robert-mondavi-marketing-plan
    • For Sula its music fest and wine tasting events are
    major communication tools these generate huge buzz
    during the festival period (Jan-Feb) but for a brand to
    reach its peak it is important to stay in light all year
    round. So our plan has focused more on other things
    which can be done along with the fest.

    • The wine industry in India has a double digit growth


    rate YoY making it necessary to increase the
    marketing spend likewise. Along with brand, category
    awareness should also be spread as the Indian liquor
    market is dominated by Whisky and Rum.
    THANK YOU

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