Marketing Mix of Sula Wines and 4Ps (Updated 2024)

The Marketing mix of Sula wines analyses the 4Ps of Sula wines, including Product, Price, Place, and Promotions. India is a country located on the Asian continent and is renowned for being the world’s largest democracy, its diverse terrain, and its rich history. Besides being known for the aforementioned, India has an established winery and wine industry that produces one of the finest wines in the world, Sula. Sula wines are India’s leading winery in the Indian wine industry, and once you get to taste the wines from Sula, you will discover that good wine doesn’t only come from Europe or other brands.

Like most companies, Sula Wines understands that there are essential elements of marketing that they need to pay attention to so that they can accurately and more efficiently market their products and services. Therefore, this article seeks to introduce, present, and discuss the marketing mix of Sula wines, which constitutes four essential marketing elements, the 4 Ps of marketing, which are product, price, promotion, and place.
About Sula Wines

• Type: Winery
• Industry: Winemaking
• Founded: 1999
• Founders: Rajeev Samant, Sanjay Divekar, and Ashok Patole
• Headquarters: Nashik, Maharashtra, India
• Area served: India and export markets
• Current CEO: Rajeev Samant
• Number of employees: 1,500
• Major products: Red wine, white wine, rosé wine, sparkling wine, dessert wine, and fortified wine

Sula Wines Product Strategy

Sula Vineyards, India’s leading wine brand, offers a diverse product mix catering to customers with a wide range of tastes and preferences. Their wine brand portfolio includes over 30 variants, encompassing a variety of wine types such as sparkling, rosé, white, and red wines, as well as dessert wines. – Sula: – Sula S

The new Product Mix of Sula wines in 2024 is as follows (Source).

1. Sparkling Wines: Sula Brut, Sula Brut Tropicale, and Sula Sparkling Shiraz, among others. These sparkling wines vary in aging time, blends, and alcohol by volume (ABV).
2. Rosé Wines: Sula Zinfandel Rosé and Sula Seco Rosé are known for their unique profiles.
3. White Wines: This includes India’s first-ever Riesling (Sula Riesling), Sauvignon Blanc (Sula Sauvignon Blanc), and the best-selling white wine in India, Sula Chenin Blanc.
4. Red Wines: Featuring the best-selling red wine in India, Sula Cabernet Shiraz, and others like Sula Zinfandel and Sula Satori Tempranillo.
5. Dessert Wine: Sula Late Harvest Chenin Blanc is a notable dessert wine offering.

Sula Wines Pricing Strategy

Here’s a summary of Sula Vineyards’ pricing strategy in points:

1. Segmentation-Based Pricing: Sula Vineyards uses demographic, psychographic, geographic, and behavioral segmentation to cater to a broad consumer base, from middle to upper-class segments.
2. Undifferentiated Marketing Strategy: They employ a single marketing strategy across all segments, focusing on mass marketing to appeal to the broadest possible audience without segment differentiation.
3. Quality Focus: Despite the broad market approach, quality is not compromised. Sula Vineyards maintains high-quality standards across its product portfolio.
4. Cost-Effectiveness and Innovation: The company emphasizes cost-effective marketing strategies, using digital marketing to reach a wider audience at lower costs and employing in-house copywriters for campaigns to control expenses?.
5. Strong Market Research: Marketing strategies are grounded in extensive consumer and market research, ensuring that campaigns are informed and responsive to consumer needs and trends.
6. Emotional Appeals: Sula Vineyards crafts its marketing objectives and goals with a strong emphasis on fulfilling not just the functional but also the emotional and psychological needs of consumers, aiming to build a strong emotional bond and loyalty.
7. Intensive Distribution Strategy: They use an intensive distribution strategy to maximize reach and accessibility, making their products available widely across various channels, including leading supermarkets and online platforms like eBay and Amazon.
8. Strategic Pricing Within Market Segments: Sula strategically prices its wines to cater to different segments within the Indian market, from Popular to Elite, ensuring offerings for various consumer preferences and price points.
9. Expansion of Top-End Range: The company focuses on expanding the higher end of its price range, responding to a growing consumer preference for premium wines.
10. Use of Online Sales Channels: Sula leverages online sales channels effectively, enhancing the market reach and operational efficiency and catering to consumers without geographical constraints??

Sula Wines Place Strategy

This refers to the physical or virtual location where customers can access a brand or company’s products and services. Sula wine customers can enjoy its wines and other beverages in 5-star holes, wine shops, and high-end restaurants. The company has stratified its target customer market into upper and lower-economic end-customer segments.

Here’s Sula Wines’ place strategy.

1. Intensive Distribution Strategy: Sula Vineyards employs an intensive distribution strategy to ensure their wines are widely available. They target a variety of sales channels, including supermarkets, online retailers like eBay and Amazon, and partnerships with hotels, restaurants, and caterers to maximize consumer accessibility??.
2. Wine Tourism and Experiential Marketing: Leveraging wine tourism as a key component of their place strategy, Sula Vineyards operates vineyard resorts and tasting rooms in Maharashtra and Karnataka. These venues serve as direct sales channels and offer immersive experiences, including winery tours and grape-stomping events, to engage customers and enhance brand loyalty.
3. Urban Focus: Sula Vineyards focuses its operations and marketing efforts on urban areas, recognizing the higher concentration of target demographic segments in cities. This urban-centric approach aligns with their strategy to tap into urban dwellers’ lifestyle and consumption patterns.
4. Expansion into Emerging Markets: In addition to solidifying its presence in developed markets like America, the United Kingdom, and the Netherlands, Sula Vineyards is expanding its reach into emerging markets such as Brazil, India, and China. This geographic expansion strategy aims to capitalize on growing wine consumption in these regions.
5. Online Sales Channels for Wider Reach: Recognizing the importance of digital platforms in modern retail, Sula Vineyards has expanded its online presence through contracts with leading e-commerce platforms. This approach broadens their market reach and caters to the increasing consumer preference for online shopping, especially in the context of wines.

Sula Wines Promotion Strategy

Promotion includes a brand or business getting the fundamental tools to impart a product or service to consumers. In India, businesses involved in the production and distribution channels or personal selling of alcohol and related beverages are restricted from using mass media in shop advertising to promote their products. Just in-shop advertising or on-premise is allowed in all states aside from Delhi.

Along these lines, Sula Wines uses other forms of advertising, like Sula fests, which are intended to promote products and wines. They also organize launches for new products, wines, and brands. Complimentary glasses of Sula wines are frequently offered in restaurants and bars to encourage consumers to buy the product. Sula’s board harvest and the internet are additional mediums that the company uses to promote its products, wines, and brands.

• Use of the mass media to promote alcoholic beverages is not permitted, but in-shop advertising or on-premise promotions are allowed in all states except Delhi.
• Organizing Sula fest
• Organizing the launch of a new brand
• Complementary glass of wine in restaurants and bars
• Sula Harvest
• Internet Marketing

Also, Read Service Marketing Mix

Some Recent Video ads and Print ads for Sula Wines are:

Liked this post? Check out the complete series on Marketing Mix