Product Analysis - Perfetti | Confectionery |
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A small slide-share with the launch and success of the product of an Italian Confectionery Perfetti Van Melli in India.
Product Analysis - Perfetti | Confectionery |
- 1. Rakhe Zubaan Pe 鉛温乙温温馨
- 3. Introduction to the Company PVM Italy was incorporated in 1946 by two Perfetti brothers Ambrogio & Egidio Perfetti. It is Worlds 3rd largest Confectionary group. Global presence. The company has strong workforce. 35 operating companies throughout the world. Perfetti S.p.A Acquired Van Melle N.V. in March 2001, which was an important step for the Group. http://www.perfettivanmelle.com/ Under its Umbrella Perfetti markets some of the most popular global brands
- 5. Reasons for Success Product Innovation Advertising Strategy Marketing Strategy Perfetti as a Company are pioneers in Candy Manufacturing and each product has its distinct features which later becomes Brands. It uses the Marketing Mix by thorough research of the market and the Target Audience. Develop strategies that benefits the consumers as well as the retailers. Promotional Strategies To consolidate its worldwide market presence, Perfetti has always paid special attention to advertising, in terms of investments & creativity, as they both play a vital Role in the creation of products personality and market positioning. Perfetti uses Humor(Mentos & Centre Fresh), Emotion(Alpenliebe), Bizarreness(Happydent & Chlor-mint) and other creative aspects to reach its audience. Several AD Campaigns are also carried on by the Company.
- 6. AD Campaigns PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint, Alpenliebe and Mentos which have won several awards for the Company like Abby for Happydent Protex & Centre Fresh, Cannes(Siver & Bronze), Ad fest for Happydent White and Effies for Mentos. A comic Character Bajrangi created by Centre Fresh , which keeps lying and gets caught by his slipped tongue. Impact of the AD on SALES With close to a 25% market share, it is the leading player in the organized confectionery business in India today. PVMI enjoys a huge brand recall among its consumers contributing to a total estimated market size of Rs. 5,500 cr. Out of it, 39% came from chewing gum and 61% from candies. PVMI crossed 1,200 crores in 2010 and 1,600 crores in 2013.
- 7. Product Launch Launched on 23rd September 1994. Launched first in Kolkata. Excellent Product Innovation. NP Chewing Gum were Competitors. The Challenge. Excellent Market Research. Vast target audience. It was an instant hit!
- 8. Success from Product to Brand 100 crore Brand in less than 2 years. Brand Equity. Brand Recall through Effective PR plans.
- 10. STP of Centre Fresh Segment People looking to have mint and gum Target Group Children Youth Middle & Upper Class people Positioning Its taste keeps your tongue busy, irresistible candy. Competition-Competitors Orbit White Chewing Gum Boomer Pass Pass Ferrero Lotte
- 11. Innovation Brand Value Promotion Packaging Product Quality Unhealthy for it consist of sugar Price Constraint More Flavors Vast Market Sugar Free Products Competitors 1.Cadbury 2.Kraft foods 3.Nestle Ltd 4.Wrigleys