Credits:

• Rahul Joshi• Pooja Gaikwad• Roopali Kamble• Vijay Ghemani• Akshata

• Who won the “ADVERTISER OF THE YEAR AWARD” at Goa fest ??

• Which brand won 2 lions(a silver & a bronze) in sweet foods & snacks category in Cannes??

• Which mint product bagged the yahoo internet advertizing award??

• 60 awards in India & elsewhere, who is it??

Perfetti Van Melle(PVM)

About Perfetti Van Melle

1994 - Started operations in india.

Leads Indian confectionery market with more than 1/4th of the value share.A basket of 13 main brands.2 ½ times larger than its previous competitor.Today the undisputed market leader in the Indian confectionary market.

Global presence

A global confectionary company that manufactures & distributes confectionery & chewing gum products in over 130 countries the world over.

World’s third largest confectionery group.

Employing over 9000 people.

Competitors

• Cadbury • Nutrine• Ravalgon• Parry• Parle• Nestle• Wrigley• Joyco• ITC• Hindustan lever

Products • Alpenliebe• Big Babol• Center Fresh• Center Fruit• Center Shock• Chatar Patar• Chlormint• Cofitos• Happydent white• Protex• Marbles• Mentos

Branding

• Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity.

• Your brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of your business.

Product vise Branding strategy

• Analysts felt that PVMI had played a great role in developing the market in India. For instance, it was credited with creating the Indian caramelized candy segment in India with Alpenliebe. It did this by offering a quality product at the Rs.0.50 price point and backing it up with a smart advertising & branding strategies.

• Big Babol, one of Perfetti Van Melle's first brands in the country, was launched in India in 1994. Since then its great taste and innovative branding strategies has been winning the hearts of kids across the country. Today, Big Babol promises the consumer a bigger bubble, juicier and more fun-filled product experience. The baseline 'Bade Kaam Ki Cheez' (very useful thing) reinforces the utility of the bubble.

• When Perfetti Van Melle, launched Mentos in India it realized that the global positioning of the brand was not cutting much ice with the Indian audience. Globally, Mentos was PVM’s biggest brand and the world’s second largest confectionery brand. It was marketed on the ‘freshness’ platform with the pay-off line ‘The Freshmaker’. In India, after initially extending the global positioning of the brand, the company adapted the communication strategy to position Mentos as a fun brand with advertisements (ads) created by Ogilvy & Mather India Ltd. Some very creative ad campaigns followed, which, along with other online initiatives such as the award-winning Mentos Helpline, helped make Mentos a strong brand in the low-value, low-margin, fragmented sugar confectionery market in India.

Advertisements

• “We are not heavy advertisers, we are clever advertisers” – SAMEER SUNEJA(Marketing Head PVM

India)

–“Good creatives coupled with clever buying creates a multiplied effect” – CVL SRINIVAS(Media specialist & former head of MAXUS)

Advertising Strategies

• Sizeable ad budgets.• Invest only 25 crores in advertising.• Smart buying of TV time helps to get

better deals without compromising viewership.

• Advertises on doordarshan to reach out wider audience.

• Advertising during cricket series when India is on premises.

Price strategy

• “Our growth is real.It has come from volume & not price hikes”- Milind Pingle(Sales Head PVMI)

• In the past 12 years PVMI hasn’t raised its price even once.

• The biggest reason for the price stickiness is that the relevant currency units 10 & 25ps coins are no longer available.

• The entire confectionary industry is stuck at low price- 50ps & Re 1.

Distribution strategy

• PVMI has created a multi-tiered distribution system.

• Product range is divided into 3 categories, which inturn have different distributors.

• A large chunk of confectionery retailtrade is made up of retailers like paanwallahs.

• According to PVMI strategy,when these retailers are visited thrice a week they tend to

replenish supplies & pick up new variants.

The Promotion Mix

• The Promotion Mix consists of “ the specific blend of advertising, sales promotion, public relations, personal & direct marketing tools that a company uses to persue its advertising & marketing objectives” {Philip Kotler}.

• Promotion mix is also called as marketing communications mix and constitutes one of the 4ps of marketing mix ,i.e., Promotion, the other three being Product, Price & Place.

Promotion mix tools used by Perfetti :

1. Advertising :- It includes any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor such as Newspaper, Radio, Banners Hordings etc.

2. Sales promotion :- Short –term incentives to promote sales like displays, samples, exhibitions, coupons, contests etc., constitutes sales promotions.

3. Public relations :- It includes building good relations with the public by obtaining favourable publicity, building good corporate image & handeling or avoiding unfavourable publicity, rumours and events.

4. Personal selling :- It includes direct personal presentation by company sales force for sales and building customer relationship.

5. Publicity :- it includes non-personal promotion of demand for products by obtaining publicity through news in media like TV, radio, newspaper & magazines.

Segmentation• “ Market segmentation is the process of dividing a

market into distinct subgroups with distinct needs, characteristic , or behaviour , who might require saperate products or marketing mixes” {Philip Kotler}. The marketing people identify different ways to segment the market & develop profiles of the resulting market segments.

• Products which perfetti offers in the market are very universal on the basis of consumption. i.e. the products like chewing gums, chocolates, mints are generally consumed by every person now-a-days.

• & therefore there are no issues regarding Geographic or Demographic segmentations. But taking in consideration some important Psychological bases of segmentation Perfetti have modified many existing & also developed new products.

• For example : Teeth protecting Happydent White chewing gum for the persons who think that chewing gum can only damage ones teeth.

Targeting

• Market segmentation reveals the firms market segment opportunities. The firm now has to evaluate the various segments and decide how many & which ones to Target. This is the place where company uses its Targeting strategies.

• Perfetti is the producer of various kinds & types of Toffees, chewing gums, mints etc. which ultimately targets the unproductive consumers i.e. consumers from the age group from 5 to 16.

• Where as now-a-days almost everyone likes to consume such products and therefore we can call it as an universal targeting strategy.

• However the concentrated marketing segment which will be the young population which includes School-kids, Collegians, Bachelors, etc.

According to the statistics the company has…

• 5,000 distributors service.• 7,00,000 outlets across the country.• 40% of the volume from towns.• And now eyeing new retail options like

juice corners, fruit stores • & vegetable vendors.

To sum it up…

• By using all the marketing management tools to its best Perfetti managed availability, affordability,visibilitiy and even unpredictability for all its brands and thus emerging as a market leader in India.

Thank you…