Casella wines case study

Yellow Tail aimed to represent a leap in value that appealed to a broad cross-section of alcohol beverage consumers. This highlights another visual tool—the differentiated strategic profile called a Value Curve.

Yellow tail wine story

It was intimidating and pretentious and required cultivating a discerning taste. These clearly-displayed wines stood out from the extensive choice of intimidating wines, with similarly designed bottles full of complicated terminology. Yellow Tail developed a wine that is soft and sweet in taste and as approachable as beer and ready-to-drink cocktails. Casella Wines eliminated three factors that the industry took for granted, reduced three more factors, raised one—their price, just slightly above budget wines and then created three new factors the industry had never seen. They also create wine with quality defined by price points. Patti Fletcher's help. Upcoming Events. Besides tasting different, being easy to choose and to consume, Yellow Tail developed other qualities that would make it more appealing to non-wine drinkers: 2.

It resulted in an easy-drinking wine that did not require years of experience to develop an appreciation for it. This is what we call a Blue Ocean Framework. Instead, it was promoted in-store with creative events.

Casella wines case study

These three characteristics serve as an initial litmus test of the commercial viability of blue ocean ideas. Instead, they went the unconventional route—going to honky-tonks, beer halls, drive-through liquor stores, mom-and-pop liquor stores, as well as big-box outlets, nightclubs and drugstores. En route, Casella Wines was able to reconstruct buyer-value elements to offer an entirely new experience, while simultaneously keeping cost structures low, making the existing rules of competition irrelevant. Besides tasting different, being easy to choose and to consume, Yellow Tail developed other qualities that would make it more appealing to non-wine drinkers: 2. For example, the brand used the help of retail shop employees who acted as ambassadors and felt comfortable with the idea of promoting such a simple wine composition. When the budget and premium wines are plotted, both their strategic profiles converge along the exact same axis, looking just alike, which is precisely what is not desired in creating a winning strategy. Wine was intimidating and pretentious, a highly acquired taste. They rented a car and drove across America. Casella Wines used the Blue Ocean Strategy to explore and create new uncontested market space. This also simplifies the consumption process!

Instead, they went the unconventional route—going to honky-tonks, beer halls, drive-through liquor stores, mom-and-pop liquor stores, as well as big-box outlets, nightclubs and drugstores.

The brand organized wine-tasting events in order for consumers to discover and sample the product.

yellow tail blue ocean strategy ppt

Upcoming Events. Kim and Maurborgne explained in their book that in the space of two years, Yellow Tail became the fastest growing wine brand in the US and in it became the number one red wine in a ml bottle sold in the US. Compelling tagline: A good strategy has a clear-cut and compelling tagline.

yellow tail wine case study pdf

With these insights, they were ready to explore how to redraw the strategic profile of the U. Again, the latter equals three times the market for wine drinkers.

Yellow tail wine case study

Compelling tagline: A good strategy has a clear-cut and compelling tagline. What Yellow Tail did instead, was to create a wine that people would purchase because it tastes good, without thinking about the complicated rules of purchasing wine. Wines, whether budget or premium, imported i. With these insights, they were ready to explore how to redraw the strategic profile of the U. But, instead of giving up, they sought to learn from experience. Patti Fletcher's help. Yellow Tail developed a wine that is soft and sweet in taste and as approachable as beer and ready-to-drink cocktails.
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Building a good solid family wine business: Casella Wines