Marketing Mix of Alpenliebe Brand-Perfetti Product,Price,Place and Promotion Of Alpenliebe. You can attach the video of Kajol in the ppt.Due to space complexity it has not been attached.

1. Presented by:
Disha Shree-37
Hemalata Motwani-33
Jai Kishan-36
Aditya Gupta-32
Hitesh Kumar Mehta-35

2. • Alpenliebe is the flagship brand of and a leader in
the confectionery market.
• The product, a rich milky caramel toffee, is a combination of
milk and caramel & has a unique mouth-feel, making it an
irresistible treat.
• Launched in India in December 1995 with a distinct product
proposition: caramel, milk and butter.
• It was the 1st deposited candy in the Indian market and
therefore the eat experience was most unique.
• Alpenliebe has resided in the world of ‘irresistibility’.
• Alpenliebe speaks to the ‘child in everyone’, one of the very
few candy brands in the Indian market that has successfully
reached out & connected with both kids as well as adults.

3. DESIGN:
• Alpenliebe comes in a unique round shape with a an indentation on
top.
FEATURES:
• It is the first caramel candy in India and now it comes in new flavour
such as creamy strawberry, coffee, chocolate and cream banana.
PACKAGING:
• The candy comes in attractive packages design wise and size- wise. It
clearly displays the brand’s name, the actual product form and colour
of the product on the package.
QUALITY:
• All the food preservation requirements warranted by the preservation
of food adulteration act 1955.
• It practices comprehensive protocol for maintaining hygiene practices
of the highest order in its manufacturing facilities. The quality of out
put is maintained by suitable in sample process testing.

4. Pricing strategy:
Economic pricing strategy.
Cost price:
They have 3 variants.

5.  Manufacturing Unit :
Manesar, Chennai, Rudrapur & Uttaranchal.
 Branch Office:
Delhi, Mumbai, Kolkata & Bangalore.
 Focused on pop outlets.
 Created a multi-tired distribution system.

6.  Promotion Strategy mainly used by Perfetti :
 Advertising:
Perfetti spends Rs.15 crore on advertising and main
theme in alpenliebe advertisement is to add emotions
in it.
Alpenliebe Commercial.mp4
 Sales Promotion
 Events and Experiences:
In sport events like cricket series and specially
cricket world cup the brand emphasized on packaging,
bill boards, hoardings and TV commercials.