dfad Asian Licensing Conference 12-13 Jan 2015
Perfetti Van Melle Group
CHUPA CHUPS® is a brand of Perfetti Van Melle, the 3rd largest confectionery group in the world.
PvM Brand Portfolio
4
Born in 1958
SWEET HISTORY 1
Strong personality and clear identity
Logo designed by Salvador Dalí
Sold in 150 countries
Strong emotional link with the consumer --- LOVE BRAND ---
.
Licensing program started in
1998
Over 70 licensees
in Europe/ Asia
Targeting teenagers and young
adults
Main categories
apparel and personal care
More than 700 designs available for
licensees
CHUPA CHUPS LICENSING PROGRAM 1
@Retail
CHUPA CHUPS AT RETAIL 1
Chupa Chups is an impulse purchase driven product, retail marketing is
in the DNA of the brand. The “Cap Display” was patented by Mr. Bernat
in 1962
Transferring the experience of the core business to licensing
Licensing Products LICENSED PRODUCTS AT RETAIL 1
RECENT CHUPA CHUPS RETAIL PARTNERS
Candy is hot at retail and fashion industry
RETAIL TRENDS AND CHALLENGES
• Showrooming and internet sales affect the traffic at the brick and mortar shops
RETAIL TRENDS AND CHALLENGES
• Eye-catching in store elements
• Samplings
• Promotion with lollipops to boost the sales
• Promotions and constant discount initiatives tend to decrease prices
• Capsule collaborations with exclusive designs
RETAIL TRENDS AND CHALLENGES
• Consumer looks for more personalized in-store experiences
• Event driven content
• Surprise and WOW ! effect
RETAIL TRENDS AND CHALLENGES
• Multi-loyalty client • Loyalty and redemption programs
RETAIL TRENDS AND CHALLENGES
• Globalization: same brands and similar products everywhere
• Unlimited creativity: amazing style guide with constant refreshments
• To present novelties and surprise the consumer is a must
RETAIL TRENDS AND CHALLENGES
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Chupa Chups corners @ IT’SUGAR in 2015 Large confectionery range and a varied licensing product range to offer a unique shopping and brand experience
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Pro
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Carefully select the partner, a retailer aligned with the positioning of the brand and committed with the project
Licensing Products TIPS TO SUCCESS AT RETAIL 1
Stand out from the crowd: build a 360º coverage in the collaboration around the product, packaging, POS and window elements, shop experience
Build stories around the brand and develop concepts that the customer can relate to, both in the store and online
Use an online strategy to promote the offline retail traffic
Offer an experience around the brand, that involves the participation of the customer
Maximize exposure by tying in the on-line strategy of the brand with the launch of the retailers to create a win-win situation
PERFETTI VAN MELLE
LICENSING DIVISION