Sula Wines: A Foray into Uncharted Territory
作者: Swati SinghPallavi Srivastava
作者单位: 1Vivekanand Education Society Institute of Management Studies and Research, Mumbai, Maharashtra, India.
2Jaipuria Institute of Management, Vineet Khand, Gomtinagar, Lucknow, Uttar Pradesh, India.
刊名: South Asian Journal of Business and Management Cases, 2018, Vol.7 (1), pp.11-20
来源数据库: Sage Publications, Inc.
DOI: 10.1177/2277977917751501
关键词: BrandingMarketing strategyWinesPositioningLeadership
原始语种摘要: This case revolves around how Rajeev Samant, Founder and CEO, Sula Vineyards, Nashik (Maharashtra, India), changed the face of Indian wine industry and made Sula wines a successful brand in both Indian and international landscape. Sula has become a pioneer brand which not only changed the consumption pattern of Indian alco-beverage market but also led to acceptance of wines in Indian scenario. Sula Vineyards is also a leader in sustainable winemaking and has created direct and indirect employment opportunities for thousands of rural youths. It has positioned itself globally as India’s largest and leading wine producer. The case exhibits how well-planned brand-building strategies can make an unacceptable product acceptable in the market. It clearly exhibits various strategies adopted by...
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  • market 市场
  • employment 雇用
  • brand 黑穗病
  • consumption 消耗
  • direct 直接的
  • sustainable 能保持一定速度的
  • planned 计划的
  • strategy 战略
  • strategically 战略上
  • acceptable 可接受的