Yellow Tail was developed in 2000 and became the top imported wine in the US by 2003. It is produced by Casella Wines, an Australian company. Casella Wines uses a blue ocean strategy to make their competition irrelevant in foreign markets like India. They aim to create an uncontested market by reducing competitive factors and creating new value for customers.

4. Yellow Tail was developed around the year 2000, originally marketed to export
countries and became the number one imported wine to the USA by 2003.
• Yellow Tail is a brand of wine
produced by Casella Wines Pvt Ltd.
Casella wines is based in Australia.
The largest volume of wines imported into India are from Australia, selling an
estimated 75,000 cases (30 per cent of the total) of all imported wine sales in India
in 2010-11, having narrowly overtaken French wines.

5. Do you know…
US has third largest aggregated consumption of wine in the world.
Industry: $ 20 billion
Competitors: France, Italy, Spain, Chile, Australia, Argentina.
Market hold: Top 8 companies produce more than 75% of the wine in US
and other 1600 wineries produce the remaining 25%
Casella Wines from Australia created a wine whose strategic profile
broke from the competition.
Within three month Casella Wines’ average sales were tracking at
$ 4.5 million and this was surprising.

6. 7 Principle factors for a wine industry
Price of
bottle
Packaging
and
labelling
Consumer
awareness
Aging
quality
Prestige of
vineyard
Complexity
of wine
Diverse
range of
wine
Factors affecting

7. WHAT IS BLUE OCEAN
STRATEGY?
• CASELLA WINES must follow Blue
Ocean Strategy to make the competition
irrelevent in the Indian Market
For a successful brand creation….
IN INDIA

8. BLUE OCEAN STRATEGY
Imagine a market universe composed of two sorts of ocean.
Blue Ocean Red Ocean

9. Red Ocean represent all the industries in
existence today. This is known as Market
Space
Industry boundaries are defined and accepted
 Competitive rules of the game are known
 Companies tries to outperform their rivals to
grab a greater share of existing demand
As the market space gets crowded, prospects
for profits and growth are reduced
 Product become commodities, and cut-throat
competition turns the red ocean bloody.
Blue Ocean denote all the industries not
in existence today. This is the
Unknown Market Space.
Blue Oceans are defined by untapped
market space, demand creation, and the
opportunity for highly profitable
growth
 Competition is irrelevant
 Rules of game are waiting to be set
Blue Ocean V/s Red Ocean

10. Study Research claimed that…
0% 20% 40% 60% 80% 100%
Business Launch
Revenue impact
Profit Impact

11. Approach to VALUE INNOVATION
 Created when a company lowers costs while increasing the companies
value proposition to its buyers
 Value innovation is achieved by:
 Reducing factors the industry competes on
 Increasing buyer value by creating elements the industry has not yet
offered

12. CASELLA WINES
Enological Terminology, aging quality, above
the line –marketing
Wine complexity, Wine Range, Vineyard
Prestige
Price Versus Budget Vines
Easy drinking, Ease of Selection, fun and
adventure
ACTION
ELIMINATE
REDUCE
RAISE
CREATE
What actions must it take for
Indian Market?

13. Speculations
To work hard on:
Acceptability factor
Political Factors
External FactorsSupport Factor:
Trend for wine
For non-alcholic drinkers
Uncontested Market
They will be good at:
Climatographic
Conditions
Value Innovation
Wine Legacy

14. Conclusion
Opportunities are available
Exploration Needed
Creation of Uncontested Market
Creation of Blue Ocean Strategy

15. Campus Overview
907/A
Uvarshad, Gandhinagar
Highway, Ahmedabad –
382422.
Ahmedabad Kolkata
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata – 700091.
Mumbai
Goldline Business Centre
Linkway Estate,
Next to Chincholi Fire
Brigade, Malad
(West), Mumbai – 400 064.

16. Thank You