Background and Competitors of Perfetti Van Melle India

Presentation on TopicBackground and Competitors of Perfetti Van Melle(India)(Strategic Marketing and Brand Management)

Submitted By : Arun Bhatt(05)MBA Sem III (Marketing)

Submitted to:Prof. Dr. Nishith H. Bhatt

Sevantilal Kantilal School of Business Management (Department of Management and Commerce)

Hemchandracharya North Gujarat University Patan

Perfetti Van Melle India, a subsidiary of the global conglomerate, started operations in

1994.

A confectionery company of notable repute.

It leads the Indian sugar confectionery market with more than 1/4th of the value share

of the market

Takes care of the development of south Asian markets and exports to other Asian

countries

Introduction


VISION & MISSIONVision

They will enhance their world leadership in confectionery by creating value for people through delightful and imaginative high-quality products.

MissionDevelop, manufacture and market high-quality and

innovative products for their consumers through efficient use of their resources and in partnership with their

customers.

Create a fulfilling workplace for their employees built on trust, mutual respect and appreciation of their

diversity.

Value the role they play in their communities, as a socially and environmentally committed organization.


GLOBAL PRESENCE

Perfetti Van Melle is global confectionery company that manufactures and distributes sugar confectionery and chewing gum products in over

130 countries the world over.

Today Perfetti Van Melle is the world’s third largest confectionery Group, marketing strong

international brands like Mentos, Fruit-tella and Alpenliebe.


PERFETTI VAN MELLE IN INDIAPerfetti Van Melle exploded onto the Indian

market way back in1994 with a single brand, Center Fresh, when the gums category of confectionery

stood at 40 crores.

In the last ten years they have travelled from having a single brand to having 10 brands today.

Since then, Perfetti Van Melle has contributed extensively to the total gums market.

They have now become one of the most significant names in the Indian confectionery

market.


BRANDS & THEIR VARIANTSAlpenliebe

Alpenliebe was launched in India in December 1995 with a distinct product proposition.

Alpenliebe lollipop

The brand positioning of ‘Lagey Raho’ reflected in the communication, not just communicated the product experience but went beyond.

It communicated the pleasure of the long lasting lollipop.


Alpenliebe Creamfills

It is a Caramel Candy with a cream filled center. It was launched as a brand extension of alpenliebe as an innovation in

2005 but within four years it has carved its own identity.

Center Fruit

Initially, it rode on the strong equity of Center Fresh but over the years, the brand has carved a niche for itself

and is one of the fastest growing brands in Perfetti Van Melle portfolio today.


Chocoliebe

Launched in 2006 over the past four years, Chocoliebe is Perfetti Van Melle's premium

offering in the éclairs segment

Big Babool

Big Babol was launched in India in 1995.It has been positioned on the fact that how you

can use big bubbles to your advantage


Mentos

Mentos started its journey in India way back in 1999, under the Fresh maker positioning. But the Mentos story starts in 2002, when it

was re-launched. Subsequently in 2003. It got an Indianized positioning of “Dimaag ki Batti Jala de” pertaining to smart thinking

Happydent

The "Palace" commercial swept all creative awards in India and bagged two awards at Cannes. Truly, Happydent is a "chewing gum

for a sparkling smile " Jagmaga le, Muskura Le”


Competitors of Perfetti Van Melle in India

1. Eclairs

2) Halls

3) Bubbaloo

4) Gems


1) Bingo series

2) Candyman

3) Minto Fresh


Although compared to its size the Nestle hasn’t placed much products against Perfetti Van Melle in confectionery



1) Kismi

2) Poppins

3) Pan Pasand

4) Melody
