“CASELLA WINES”

CASE STUDY

BY: AKANKSHA BAJAJ, AKHIL GUPTA ,SANCHI ARORA, PRANITTRISHA CHAPLOT, MANI RAWAT, RISHABH MAURYA, RISHAB MALHAN ,NIKITA SINGH & RAGHAV KHUNTETA
 HISTORY

• Bought Vineyards in 1965

• Winery in Year 1969
• Yellow Tail came in year 2001
• Not to compete with French and Italian Market, because of reputation.
• Targeted new type of customers.
 MARKETING STRATEGY

• Yellow Tails Marketing strategy also called Blue Ocean Strategy

• Blue Ocean is basically where there are no other competitors, you have to create the demand
of the product rather then fighting from other brands.
• Casella family targeted US Market and came up with the needs, such as
1. Reduce: Wine Complexity, Wine Range and Vineyard Prestige
2. Create: Easy drinking, Ease of Selection and, Fun and Adventure.
3. Raise: Price VS Budget Vines, Retail Store Involvement
4. Eliminate: Aging Qualities, Enological terminology and distinctions and Above-the-line
marketing.
BRAND POSITIONING AND TARGET MARKET

• Do not compete with premium vines, because quality is not same.

• Brand won prices in 2004, Jimmy Watson and Stodart.
• A good taste wine, easily accessible to people.
• Fun and Adventurous Vine, fit for all the occasions.
• Represents the Australian Culture with its bold yet laidback image.
 CREATION OF MARKETING MIX
(PRODUCT, PRICE,PROMOTION AND PLACE)

1. PRODUCT
• No tannin and acid , to appeal customer’s who don’t drink or don’t like vine in America.
• Soft and Sweet in Taste, approachable as beer.
• Two varieties initially were, Red Shiraz or a White Chardonnay.
• Can be consumed immediately.
 PACKAGING

• Easy to understand terminology, vibrant colours and unpretentious text.

• Consumers can read the name of grape variety, important for American Consumers.
• Same bottle packaging for Red and White both the vines.
• Logo black background and orange kangaroo.
• Simplifies manufacturing and purchasing process.
 PROMOTION/PLACE AND PRICE

• Did the promotions in retail Store

• Retail shop employees acted as Ambassadors.
• Yellow Tail organised the Wine Tasting event
• Clever packaging that was easy to identify.
• Less than $10.
• Was expensive then other vines in the market but it was justified by the value that it gave
to the customers.
 RESULTS AND CONCLUSION

• Expected Sales 25000 bottle.

• Actual Sales 1 Million bottles in a year
• Fastest Growing brand in US
• In 2003, No 1 Red Vine in 750ml bottle.
• In 2012, Yellow Tail names to be the most powerful family-owned wine brand.
• Yellow tail didn’t steal the market instead it created the one.
• An alliance with US Local wine distributor and insisted on high standard irrigation solution in
their vineyards.
THANK-YOU