ABOUT PERFETTI VAN MELLE

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Marketing Management
Report on Marketing Mix Of PERFETTI VAN MELLE








By, Abhijit kundu
Manas Dash












To,
Dr. Kamal Gupta
ABOUT PERFETTI VAN MELLE
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About PERFETTI VAN MELLE
Parent Company Perfetti van Melle
Category Food Products
Sector Food and Beverages
Tagline/ Slogan Caring for excellence
USP
A trusted brand name in the confectionary and gum
industry with a number of popular subsidiary brands
STP
Segment People who like to have sweets or gum
Target Group Kids, youth and middle aged people
Positioning
As a good quality confectionary brand available at
affordable price
Product Portfolio
Brands
1. Alpenliebe 2. Big Babol
3. Centre Fresh 4. Mentos
5. Happy Dent 6. Chloromint

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REPORT ON MARKETING MIX OF PERFETTI VAN MELLE
GLOBAL OVERVIEW OF PERFETTI VAN MELLE
Largest Manufacturer of Confectionary and Chewing-gum products. Two brothers
Ambrogio and Egidio Perfetti founded Perfetti in 1946. Izaak Van Mella founded Van
Melle in 1841. Perfetti acquired Van Melle in Jan 2001 and became Perfetti Van
Melle.

PERFETTI S BRANDS IN INDIA
Alpenliebe Center Fruit Chlormint Chocoliebe Creamfills Mangofillz
Marbels Mentos Big Babol Center Fresh Happydent Wave Happydent
White Sugar Free Lollipops Center Shock Fruitella

STOP NOT
Perfetti van Melle, a leading confectionery maker, forayed into the Rs
3,000 crore Indian packaged snacks market with its own brand of snacks
called Stop Not. Launched in Dec11. Currently available in Golz(ring
shaped) category with 4 exciting flavours.

THE INDIAN SNACKS MARKET
According to a study by McKinsey&Co, the Indian food market will grow
two fold by 2025 with the rapidly growing Indian economy and improving
lifestyles of Indians contributing in a big way to this growth. The Indian
snacks market is worth around US$ 3 billion. The snacks Market in India
is growing at a rate of 45 % every year. Frito-Lays, Haldirams,etc are
some of the dominant players in the market.
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MAJOR COMPETITORS
Frito-Lays-Kurkure,Uncle chips, Lays,Cheetos Parle- Wafers, Hippo
Haldirams- Chips,wafers,mixtures ITC- Bingo, Mad angles, Tangles

SWOT ANALYSIS ON STOP NOT
Strengths
STRONG BRAND VALUE : The product comes with the PERFETTI VAN MELLE tag
so its needless to say it has a pretty strong brand value. ATTRACTIVE PACKAGING:
The management has given the product a very impressive packaging, quite different
from competitors. STRONG DISTRIBUTION CHANNELS : As the company is
already into dominant confectionary business, it doesnt require to explore for the
markets. EXPERIENCED MANAGEMENT TEAM : The company is running by a quite
experienced management team operating in India for the last 16-17 years. GOOD
MARGIN FOR RETAILERS : The company is providing a good margin(substantially
high but yet attractive) to its retail counters, giving an edge over its competitors
product. UNIQUE PRODUCT : The company launched its snacks product which is
quite different from what its competitors are selling. STRONG FINANCIAL POSITION:
Being a Rs.1200 crore company in India, it enjoys a strong financial reputation.
WEAKNESS
LACKS IN TASTE : Unfortunately, the product has failed to impress the masses due
to its low masala content and spiciness. Therefore, the product needs a review from its
R&D team. SPICY SOUTH SALE IS STAGNANT : The Spicy South flavour is not
doing good in the market as compared to its other flavours. DISTRIBUTORS LACK
OF INTEREST : It has been observed that the distributors are not taking much interest
in the snacks item as they are considering it as an extra burden due to its space
consuming cartons. PACKAGING LOOKS SMALL : The packaging looks small as
compared to the other snacks available in the market. SHORTAGE OF STANDS : The
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Products demand is favourably high at the moment due to its intensive promotion
through T.V. advertisement, but shortage of stands for big packs at the retail counters
might pose a threat to its sale.
OPPORTUNITIES
STAGNANT SUPPLY OF KURKURE : Brand Kurkure is one of the major threat to
the products sale. According to retailers the supply of kurkure is very stagnant at the
moment, so its an opportunity for the product to increase its sales NEEDS A
SEPARATE DISTRIBUTOR : The product requires separate sole snack selling
distributor due to the lack of interest of confectionary selling distributors. The
distributors are demanding extra carriage cost due to its space consuming cartons.
Otherwise the distributors might dump the whole snacks consignment into the
wholesale markets which might affect the sale of the product and its availability in the
retail market. SMALL NET BAGS : The big packs of the product requires small net
bags for the retail counters who cannot afford to buy the quantity required for the stand
and also who buy in low quantities. This can increase the sale of the big packs.
REQUIRES A PRODUCT LINE : The product should be ready with a completely new
set of snacks which should be improvised with more masala content and spiciness,
else its brand might die.
THREATS
The major threat to the product is from the undisputed snacks leader Frito-lays. We
stand nowhere to its sales at the moment, but surely we can give them a tough
competition in near future, if are able to improvise on our product range.
COMPETITORS SELLING EXTRA: All the major brands in the competition like Bingo,
kurkure, parle, oyes are giving some percent extra in their packs resulting in large
looking packaging of their product.
ADVERTISING
From Dimaag ki batti jala de! to Zubaan pe Lagaam!, Perfetti has done it all. A major
chunk of their funds is kept aside for advertising. Also PVM has shown creativity in its
packaging as well as communications and promotions. Keeping upto the expectations
PVM came up with another impressive commercial for Stop Not. However,
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advertising has to be backed by availability of the product, in order for the advertising
to deliver the desired results and Perfetti has taken care to ensure the same.

MARKETTING MIX STRATEGY
1. Product Strategy
2. Price Strategy
3. Place Strategy
4. Promotion Strategy

PRODUCT STRATEGY
Perfetti has several mouth-watering and heavy- selling candies as a part of their
Product portfolio. Launching a snacks product added one more star to their
credentials. Launched in Dec2011, STOP NOT is a completely indigenously
developed snack, inspired from the flavours of the Indian kitchen. Made hygienically,
using the best raw materials, Stop Not variants have been developed by combining
Indian food preferences with the most modern food processing technology. Currently
available in 4 flavors- Full Masala, Spicy South, Tangy Tomato, and Khatti Metthi.
ANALYSIS OF THE PRODUCT STRATEGY
The Major components of Perfettis Products, which need to be analysed are:
1. Design
2. Packaging
3. Quality


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DESIGN
Each of Perfettis various brands and their variants have distinct design features.
Stop Not comes with a face print on its packaging with different colors for each of its
flavours which makes them easily identifiable among the other brands.
PACKAGING
With its attractive packaging, Stop Not has managed to arouse interest in the
consumer market.
QUALITY
Perfetti focusses greatly on the quality of their products.They have 3 ISO22000
certified manufacturing units located in Manesar, Chennai and Rudrapur.
PRICE STRATEGY
For all we know, Perfetti has been following the simplest of pricing strategies. It
launched Stop Not in 2 price segments viz.,a 5 rupee and a 10 rupee pack, keeping
in line with its competitors
ANALYSIS:
The company has been following an economic pricing strategy right from the starting.
For Stop Not it has been aiming at maximising its market share by giving
comparitavely higher margin and promotional offers to the retailers as compared to its
competitors.
PLACE (DISTRIBUTION) STRATEGY
Perfetti Van Melle manufacturing units in India are located in Manesar,Chennai and
Rudrapur. From these the distribution is done in four regions and has branch offices in
Delhi, Mumbai, Kolkata and Bangalore to manage sales in the region.
ANALYSIS
With Distribution channels already been set for its confectionary products, the
company does not have to explore for the markets for Stop Not.
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PROMOTION STRATEGY
To consolidate its worldwide market presence, Perfetti has always paid special
attention to advertising, in terms of investments and creativity,as they both play a vital
role in the creation of the products personality and market positioning.The promotion
strategy adopted by Perfetti for launching Stop Not are Advertising Events and
Experiences
ADVERTISING
From Dimaag ki batti jala de! to Zubaan pe Lagaam! Perfetti has done it all. A major
chunk of their funds is kept aside for advertising. Also PVM has shown creativity in its
packaging as well as communications and promotions.Keeping upto the expectations
PVM came up with another impressive commercial for Stop Not However, advertising
has to be backed by availability of the product, in order for the advertising to deliver
the desired results and Perfetti has taken care to ensure the same.
CONTACT INFORMATION
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Contact Information

ABHIJIT KUNDU
PG-13-01
MANAS KUMAR DASH
PG-13-17



Tel [+91-8802621688]
[kunduabhijit8@gmail.com]
Tel [+91-8506949362
[manas.ds2013@gmail.com]
INMANTEC. B. School

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Tel: +91(120)3293615, 3293616
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