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Dr. Mohan Krishna, who is the “Asia’s first
Alcobev Marketing Doctorate” and recipient of “Alcobev Marketing Guru” and
“Marketing Scientist of the Millennium” awards has been invited to speak at
Krishi 2005 held at Nashik- Maharashtra.
The major highlight of Krishi 2005 was an overview of the agro industry
economy and its outlook, with particular reference to the wine industry. The
event seminar received over-whelming response with participation of
delegates from wine makers, grape growers and stalwarts of the wine
industry, wherein Dr. Mohan Krishna has made an outstanding presentation on
the “Wine Marketing Mantras”. Many bureaucrats and political
big wigs including Mr. Sharad Pawar and Mr. Chandra Babu Naidu have graced
the event Krishi 2005.
“Dr. Mohan Krishna predicts that 2015 will be the ‘Golden Age’ for wine
consumption in India. Wine growth will exceed both beer and spirits.
Principal influences would be lifestyle & generational changes; positive
economic environment; scientific support for the health benefits of wine;
huge ready market for the alcoholic beverages in India and the magnificent
global wine consumption.”
Dr. Krishna’s doctoral research, which is the first of its kind in India as
well Asia, critically analyzed the consumer, product, channel trends, key
growth areas, target groups and the overall market influences for the 21st
Century. Dr. Krishna has under his belt a MBA in Marketing; MBA in Finance,
PhD in Business Management with over 20 years of rich and profound
experience in marketing alcoholic beverages.
Dr. Mohan Krishna who has given insights about the Wine Challenge in
India highlighted that the key to success is the possession of accurate
up-to-date market knowledge, insight and creative use of technology. Very
soon the growth in wine consumption
would be fuelled by a new level of consciousness about social status in
India.
Globally, the drinks market is changing.
Retail consolidation and falling on-trade consumption are altering the
nature of the distribution market, the development of many emerging markets
is redefining regional markets and shifts in drinking behavior are defining
the path of new product development.
He stressed on
the growth strategies that provides an overview of the key issues driving
growth in the wine market and said It is to be used as a strategic tool to
identify opportunities in new product development, emerging markets, new
distribution channels, and to evaluate best competitive practices to ensure
that the brand prospers in the increasingly competitive domestic and
international markets.
Small Pack
Big Impact…. to fuel wine culture
Focus on
ready-to-drink (RTD) version of wine would make a mark as it would
demonstrate a growing sophistication in the RTD category. As a category that
caters predominantly to youth, RTDs will need to evolve to meet the youth's
changed drinking needs. Especially, fusion of an old world wine and the new
world of RTDs targets the youth searching for more sophisticated and stylish
drinks.
The wine RTDs designed to look like alcopops, would rapidly be adopted by
the youth as a way to socialize without over indulging in alcohol. Moreover,
the emergence of more sophisticated wine RTDs reflects the change to a more
sophisticated way of drinking among women.
Quart bottles
or the so called full bottles are considerably less practical. Bottles may
break in transit, there may be more people wishing to drink, and they cannot
be bought on impulse as a bottle opener is required. Small pack like
'on-the-move' wine in 250ml aluminum cans or
PET bottles suffer from none of these problems.
But the major
barrier is simply an instinctive negative reaction to the concept of wine in
cans or PET bottles. The perception, based solely on the packaging, may be
that the wine is bound to be of poor quality if it’s not in glass. However,
if wine lovers can overcome their preconceived notions that wine has to come
out of bottles, then there is nothing to stop the big idea to take off.
Will wine snobs ever drink from cans or PET
bottles? While there are many
practical benefits to the idea - no spoilage, no need for bottle-openers, no
need to finish a bottle - its success depends on consumers being prepared
accept the iconoclastic notion of wine in cans. The biggest selling
proposition is the issue of convenience. Marketing mantras ahoy!
Dr.
Krishna has also highlighted the following key Developing Strategies:
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Pouring Wine through New Funnels
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Product Differentiation
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Building Premium Wine Brands
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Making the Bulk Market Work
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Pricing and Programming
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Label and Bottle Design
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Category Management
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Creating Pull through Advertising
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