Pvm Profile

7/31/2019 Pvm Profile

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Global Presence

Perfetti van Melle is a private owned company, producing and distrubuting candies andchewing gums in more than 130 countries worldwide. The company was established inMarch 2001 through the merger of Perfetti S.p.A. and Van Melle NV.In July 2006 the group acquired the Spanish company Chupa Chups, thus strengthening itsposition as the third largest confectionery (sugar confectionery + gum) Group in the world,and becoming the first player in the global sugar confectionery market. It is now the thirdlargest confectionery group in the world, and the first to be present in the main Asianmarkets.

Employing over 14,000 people and operating 32 companies throughout the world, PerfettiVan Melle has a true global reach : It is present in the Asia Pacific Region, Europe, MiddleEast, Africa and the Americas. Its corporate headquarters are located in Lainate (Italy) and inBreda (the Netherlands). Several of its brands are household names and are much-lovedthroughout the five continents.

Mentos, Fruitella, Alpenliebe, Golia, Happydent, Vivident, Big Babol, Airheads, ChupaChups and Smint.

In addition to these global brands, Perfetti Van Melle offers a wide range of products thepopularity of which is rooted in individual, local and regional markets. The ability to developproducts, versions and flavours that suit the different demands and opportunities of localmarkets is indeed one of the Groups keys to success.


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PVM in India

PVM in India

Perfetti Van Melle India, a fully owned subsidiary of the global conglomerate Perfetti VanMelle, headquartered in Lainate, Italy, started its Indian operations in 1994. The companytoday enjoys close to 30% market share, thus making them one of the leading players in theconfectionery industry in India today.

Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh,followed by Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos,Fruittella, Cofitos, Happydent and Marbles followed subsequently. PVMI enjoys a hugebrand recall among its consumers which form a total estimated market size of Rs.3000 cr.

Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have beenlaunched after considerable market research and insight so as to adapt to the likes andpreferences of the consumers. The climatic conditions of the Indian geographical region havebeen kept under consideration for product composition and long shelf life.

In the year 2008 PVMI clocked close to 850 Crores. The PVMI manufacturing units in Indiaare located in Gurgaon and Chennai with another plant commissioned at Rudrapur,Uttaranchal in 2007. The Indian subsidiary also takes care of the development of South Asianmarkets and exports to other Asian countries. Perfetti Van Melle has adopted an aggressivesales strategy to retain the numero uno position in the confectionery industry in India backedby a wide network of Carry & Forwarding agent (C&FA), distributors & sales force. PerfettiVan Melle India has a network of around 4,500 distributors spread across 2000 urban towns.

PVMI brands have launched several innovative ad campaigns like Happydent White,Chlormint, Alpenliebe and Mentos which have won several awards for the company like the

Abby for Protex Happydent & Centre Fresh, Cannes (Silver & Bronze) & Ad fest forHappydent White and Effies for Mentos.


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Our Business PrinciplesOUR VISION

We will enhance our world leadership in confectionery by creating value for consumers throughinnovative and gratifying high-quality products.

OUR MISSION

We at Perfetti Van Melle :

develop, manufacture and market high-quality and innovative products for our consumersthrough the efficient use of our resources and in collaboration with our business partners;

create a fulfilling workplace for our employees built on trust, mutual respect, and appreciationof their diversity;

value the role we play in our communities, as a socially and environmentally committedorganization; generate economic value through superior growth and profitabilityContinuous focus on these principles will lead us toward Our Vision.

OUR VALUES

Living the Perfetti Van Melle Values requires courage, vision, trust, commitment, andpragmatism. The following values will guide our actions in realizing our mission:

Integrity Without Compromise

We conduct our business with honesty, integrity, and respect for those with whom we haverelationships.

Achieving ExcellenceWe pursue quality in everything we do. We strive for continuous improvement in the way weoperate. Unremitting attention is given to details at every stage and resources are used in themost efficient way.

Dedication to the ConsumerWe will meet and exceed the differing needs and expectations of our consumers, offering themhigh quality, state-of-the-art and innovative products.

Care for our PeopleWe are committed to creating a global workplace where teamwork, involvement, opencommunication, flexibility and fun exist. We treat our people fairly; we value different styles,skills, experiences and backgrounds and acknowledge that these differences result in greatercreativity and better insights. We encourage them to take initiative and expect them to approachtheir jobs with passion and commitment. We offer our people training opportunities andongoing development so that each individual can reach his or her full potential.

Social and Environmental ResponsibilityWe will conduct our business as responsible members of society, respecting the laws of the

countries in which we operate, contributing to the progress of the local communities in line withthe legitimate role of the business. We will operate safely, responsibly, and with sound


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environmental practices, aimed at minimizing our impact on the environment and workingtoward long-term sustainability.

IndependenceWe are committed to achieving ambitious business goals while securing our companys

profitability thus ensuring our independent growth.

Alpenliebe Lollipops Mangofillz Creamfills

Alpenliebe is the flagship brand of Perfetti Van Melle and a leader inthe confectionery market.

The product, a rich milky caramel toffee, is a combination of milk andcaramel & has a unique mouth-feel, making it an irresistible treat.

Alpenliebe was launched in India in December 1995 with a distinct

product proposition:

The candy was an amazing mix of caramel, milk and butter It was the 1st deposited candy in the Indian market and therefore theeat experience was most unique

Other than the Caramel flavour, Alpenliebe is currently available inCream Strawberry, Chocolate, Coffee and Cream Banana flavours.

The platform of irresistibility was a perfect fit with the unique productexperience. Looking back at the last 10 years, Alpenliebe hassuccessfully managed to capture the sweet tooth of kids, teenagers andadults across various sections of society. It has become synonymouswith irresistibility and has become a house-hold name.

Alpenliebe has resided in the world of irresistibility.

- Its a world where you give into temptation without any guilt- Its a world that lets you indulge unabashedly- A world where you dont need to justify pleasure seeking

Alpenliebe speaks to the child in everyone, one of the very few candybrands in the Indian market that has successfully reached out &connected with both kids as well as adults.
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Alpenliebe Lollipops Mangofillz Creamfills

AlpenliebeMangoFillz was launched as a new proposition under the Alpenliebe umbrella, and is a candywith liquid Mango flavoured filling inside. The product launch is PVMIs first foray into the

sizeable candy category of virgin fruits.This is the first non-cream Alpenliebe candy.

Mangofillz has taken forward the overall brand platform of irresistibility while keeping thefocus on the mango taste of the product. Kajol, the Alpenliebe brand ambassador, is being

brought in to provide a connect with the parent brand and bring in its heritage, while thecommunication itself remains focused on the product and its own uniqueness, i.e. a puremango flavoured liquid-filled candy.

It is a Caramel Candywith a cream filled center. It was launched as a brand extension of alpenliebe as aninnovation in 2005 but within four years it has carved its own identity.

This brand has been built upon the premise of a Wonderful Surprise which was extended to

the iconic baseline Kuch Alag Achanak and the brand grew from strength to strength bothin the market and in the consumer mindset. As category of candy had hardly seen anyinnovation in terms of taste or format, this product offered both a combination of taste andnew format of filled candy became an instant hit among the kids.

It has no current flavors in the present format but has an extension in the form Xtra alarger candy in the filled format. Xtra has two additional flavorsCoffee and Mango.

Creamfills is positioned on surprise where one gets more than expected, as the base line says

What a surprise.
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When launched it was an innovation and the only candy available with a filling inside and till2009 the positioning was of Kuch Alag Achanak as one does not expect filling inside a

candy and this differentiates it from other candy available in the market.

As the consumer had been exposed to theme of kuch alag achanak, it was repositioned toWhat a Surprise as this line connected more and had universal appeal.

Center Fresh, theflagship brand of Perfetti Van Melle's was launched in 1994. It was the first liquid filledchewing gum which has tantalized the taste buds of millions of Indians and is a house holdname today. Over the years, Center fresh has grown to become the largest selling gum brandin India.

It is available in Spearmint, peppermint and Sweet mint flavours and in the Re 1 mono and 5pcs Rs 6 stick.

The brand was advertised on the freshness route in 1996 and associated itself with theprestigious Cricket world cup and was named the Official Chewing Gum of the World Cup.In early 2000s, iconic advertising of the variants helped positively rub off on Center fresh.

First was the launch of Center Shock, with the hilarious Barber creative, which immediatelywon the hearts of consumers who were rushing to the nearest stores to try the really Sourgum. This was followed by the launch of the coated Center fresh with intense freshness - AirAction Center fresh. This variant was supported by the witty Swing in the park creative

where a boy used the freshness of Air Action for blast of fresh air which swinging his girl

friend in the park.

Currently Center Fresh is positioned on the platform of great taste which make them prefer tochew than speak. Center fresh truly Rakhe Zubaan pe lagaam


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Launched in 2006over the past four years, Chocoliebe is Perfetti Van Melle's premium offering in the clairssegment. It is ball formed caramel chew with delicious chocolate filling inside. The brand isperforming well and is one of the largest players in the clairs segment.

It operates only in caramel flavor currently.

Since 2006 we have built the brand on the premise of a rich chocolate & soft caramel

which was implemented by the first communication of Pyar Do. Pyar Lo (Give love. GetLove), this thought was communicated through the story of a small brother trying to win theheart of his big brother in pain to get his favourite Chocoliebe from him. The brand grewfrom strength to strength both in the market and in the consumer mindset.

In 2008 with the growing of the Eclairs segment the idea was to communicate the USP ofChocoliebe that it is non sticky, this thought was communicated through the story of a policecadet who could have become an inspector but failed because he got stuck while eating anclair, the entire thought was based on the insight of an Eclairs) getting stuck to your teethdue to its product properties of hard outer and less chewy. The communication was based ona platform that said that we are Betterthan an clair.

Happydent Wave

In 2009, First ever,liquid filled whitening gum was launched under the brand name Happydent Wave. It is

available in a Cool Fliptop pack, a Blister pack and a mono pack.


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A cult for entire generations of young people, Mentos is known throughout the world as freshmint. This irresistible round shaped candy is based on an innovative conceptcrunchy andsmooth outside, soft and really fresh inside.

Mentos is not only mint, it has an assortment of delicious fruit flavors Strawberry, lime andlemon, orange and ripe mango.

Mentos started its journey in India way back in 1999, under the Freshmaker positioning. Butthe Mentos story starts in 2002, when it was re-launched. Subsequently in 2003, it got anIndianized positioning of Dimaag ki Batti Jala de pertaining to smart thinking.This line hasalmost become a part of local lingo. A large part of Mentos success is attributed to itsadvertising, which is funny, exaggerated and immensely memorable.

Chlormint

Chlor-mint waslaunched in the year 1997 in the Health care category as an Ayurvedic ProprietaryMedicine/Range which contained Herbasol that helped breath freshness.

The brand has been refreshed from time to time with launch of variants like Chlormint Icewhich was a strong mint and Freshfills, a unique liquid-filled mint offering in the Health Carecategory.

Though this was a seemingly mundane product proposition, the brand was built around theplatform of 'anytime freshness' meaning as and when required rather than being occasionspecific. While competitors stressed only on relief from irritation in the throat or on maskingbad breath, the dosage was not being highlighted, while in Chlor-mint with herbasol which isan Ayurvedic Proprietary Medicine/Range, additionally dosage was being highlighted such as"anytime, anywhere meaning as and when required consumption." This positioning was


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reflected in the iconic "Dobara Mat Poochna" tagline in successive television commercials.

The ads for Chlormint reflect a distinct attitude and push the boundaries of what is"acceptable advertising." The brand has built a unique place for itself in the consumer's mind,

so much so that 'Dobara Mat Poochna' is part of everyday parlance meaning as and whenrequired among youth. In order to widen the appeal of the brand, Salman Khan was chosen asthe brand ambassador in 2009.

Happydent White Sugar Free

Happydent white

chewing gum is Perfetti Van Melle's offering in Ayurvedic functional gum in the Health care category.

Happydent White an Ayurvedic Proprietary Medicine/Range which contains active ingredients like:

Neem, Pudina extract, pudina oil (M.Spiceta),Eucalyptus oil and Meetha soda; mentioned in

authoritative text books for their therapeutic uses, have a synergistic affect in treatment means to

helps promote oral hygiene (Halitosis)/gum & teeth diseases.

Meetha(Baking) Soda helps in maintaining natural whiteness & thus it is positioned as "Chewing gum

for a Sparkling Smile". It is currently available in three flavours: Mint, spearmint & Fruit.

Happydent brand communication has played a significant role in success of the brand. Clutter

breaking "Photographer" commercial followed by "Palace" commercial were well accepted by the

audience. 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
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Manufacturing How is candy made?

The Manufacturing processes of Perfetti Van Melle India Private Limited are carried out

in the three manufacturing locations (Manesar Plant, Chennai Plant & Rudrapur Plant)

with specific product ranges.

The manufacturing activities are carried out under controlled conditions:

The product characteristics, specifications of material at various stages and acceptance

criteria are unambiguously defined, documented and suitably compiled.

The critical activities bearing significant role in the output quality are executed

following well-defined Work Instructions.

Suitable and necessary automated or semi-automated machinery & facilities are

utilized.

Pre-defined sampling and test / inspection norms and schemes along with specific

devices for monitoring / measurement are carried out.

Product Release is done on the basis of in-process checks, norms and controls.

The quality of output is controlled by suitable batch making, in-process sample testing,

process monitoring etc. take care of the necessary output quality.
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Quality Certifications

ISO22000-2005

Certificate

(Manesar)

ISO-22000,2005

Certificate (Chennai)

ISO-22000, 2005

Certificate (Rudrapur)

National Food Safety

Award

2010

CII National Award for Food Safety 2011

(Manesar)
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SOCIAL RESPONSIBILITY:

Children37 children below the poverty line wereadopted by staff members by providing

financial help to them for their education.In the Karanaipuducherry village in theKanchipuram District of Tamil Nadu,PVM India has adopted some villageschools and orphanages. PVM Indiasupports these village schools byproviding some basic amenities likefurniture, white washing the compoundand providing recreational games for the

children.For the orphanage adopted, PVM Indiasponsors 2 meals per week for the 70children there.

Aids Awareness campaign in association with Morning Glory Public Society in Rewari.


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Apart from spreading awareness , we had distributed Candies among school kids.

Associated OrganizationsA hospital chain which provides holistic health care tothe women and children and works in close partnershipwith the local community focusing on preventativehealth care (primary care) through creating awarenessamong the served population.

GOOD LIFE CENTRE is a registered charitableorganisation recongnized by Tamilnadu goverment,established in the year 1996. The center runs a home fororphans and mentally challenged children.(Regd No47/1996)

Community


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PVM india had distributed old winters cloths to the Leprosy affected people. PVM India celebrated World AIDS day to create awareness among all the employees

, drivers, cleaners , visitors and free condoms were distributed at this occasion. Free dental check up camp organized in Factory campus. In the Karanaipuducherry village in Kanchipuram District of Tamil Nadu, PVM India

supports a weekly health camp by sponsoring the consultation, treatment andmedicines for some people. A Blood donation camp was organized in factory campus and 28 units of blood were

donated by the Rudrapur Team.

To help the Humanity, 28 voluntary Blood Donors from Rudrapur Team donated

blood at the blood donation camp organized at the factory

Blood donated by the members of Rudrapur Factory in the Blood Donation Camp organizedby Sidcul Association

To create awareness about the AIDS and making the society free from this disease , WorldAIDS Day was Celebrated

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Pvm Profile