Marketing Mix of Perfetti Van Melle India Ltd. 4P's

1. Marketing
Mix
Presented By,
Zaisha Chadha
Birla Institute of Management Technology, Greater Noida

2. About the Company
Perfetti Van Melle sells to over 150 countries worldwide
and has a strong workforce of 17.6K employees in 38
operating companies throughout the world.
2
₹2000 Crore
Sales in India
22.1%
Market Share

3. 3
COMPETITION
LuvitMondelez
Nestle S.A.
Ferrero Group
AMUL
The Procter & Gamble Company
Lotte Co. Ltd.
Organised Sector
ITC
Parle
Wrigley
Leading Players
Chocoladefabriken Lindt & Sprungli AG
D.S. Group
General Mills Inc.
Mayora Group
Naturell India Pvt. Ltd.
SproutLife Foods Private Ltd.
Unorganised Sector

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PRODUCT

5. ◎ Perfetti Van Melle has a variety of brands under its belt.
◎ The quality, packaging and design of the products in almost each range adds one
more star to their credentials.
◎ Perfetti Van Melle has global as well as regional brands under it. The global ones
include- Alpenlibe, Chupa Chups and Mentos while regional ones are available in
select countries only. For example,
◎ Big Babool is the bubble gum brand which is sold in India, Italy, Turkey and China.
◎ Center Fruit is the liquid filled bubble gum which comes in a variety of flavors.
◎ PVM’s HappyDent White is the sugar free chewing gum brand which falls in the
category of teeth protection category.
◎ It also made its entry into the snack market with ‘Stop Not’.
◎ Vivisol and Vivident are the two sugar-free gum brands which it sells exclusively in
Italy. Golia and Klene are its liquorice candy brands. Mellers, Smint, Morositas and
Sula are some of the other brands that it has.
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PRODUCT

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PRODUCT PORTFOLIO
Candies
Jellies
Gums
Eclairs
Soft Mints
Hard Mints
Lolli Pops

7. 7
GLOBAL BRANDS REGIONAL BRANS (INDIA)
Alpenliebe Center Fresh
Chupa Chups Juzt Jelly
Frisk Mentos
Happydent Big Babol
Filly Folly Alpenliebe Choco Eclairs
Klene Center Fruit
Meller Chloromint
Vivident Happydent
Vigorsol Creamfills

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PRICE

9. ◎ This market of confectionery is a hyper competitive one and
hence the prices are competitive.
◎ The pricing strategy in its marketing mix is highly
dependent on the competitors.
◎ All the candies are priced very cheap. Mono packs of all
confectionaries cost Re.1 and price increases for lollipops,
and other larger packs.
◎ There has been a shift in price points from Re. 1 and beyond
to Rs. 5 and Rs. 10 due to shift of consumers towards
higher price points and multi packs as in metros and urban
areas, consumers like to buy multi packs and stock them at
home.
◎ Perfetti profit has always come from volume and not price.
◎ In the past 20 years, PVMI hasn’t raised price of many
products even once.
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PRICING

10. 10
PRICE LIST
Sl.
No
SKU Brands Unit Price
1 Monopacks
Center Fresh, Center Fruit, Mentos, Happydent,
Alpenlibe, Big Babool, Chlor Mint, Just Jelley
₹1
2 Blister Happydent ₹5
3 Lolipop Alpenlibe, Chupa Chups ₹5
4 Stick Center Fresh, Center Fruit, Mentos, Alpenlibe, ₹10
5 Hanger Just Jelley, Chupa Chups, Mentos Marbels ₹10
6 Flip Tops Happydent ₹10

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11
PLACE

12. ◎ PVM India’s manufacturing units are located in Manesar, Chennai
and Rudrapur. From here distribution is done across Delhi,
Mumbai, Kolkata and Bangalore.
◎ The advantage PVM has over its competitors is the extensive
distribution network that is in place reaching out even the rural
areas.
◎ PVMI has multi tired distribution system.
◎ It covers both general trade which includes small shops and
retailers as well as modern trade which includes the hypermarkets
and supermarkets like D mart, Spencers, Big Bazaar etc.
◎ The products are available at the smallest of the shops in the
urban as well as rural areas also, they are available at the super
market stores where they can be bought in bulk.
◎ All the brands may not be available at the outlets but the regional
ones which sell have been strategically stocked with the retailers
to drive the sales.
◎ Also, Perfetti Van Melle products can be purchased in packs from
ecommerce sites like Amazon, Big Basket Nature Fresh etc.
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DISTRIBUTION

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HYBRID DISTRIBUTION SYSTEM
OF PERFETTI
Urban
Market
Rural
Market
Modern TradeGeneral Trade

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◎ In urban areas there is presence of both 2 level and 3 level distribution structure.
◎ Distributors Retailers Customers ( 2 level )
◎ Distributors Wholesalers Retailers Customers ( 3 level)
◎ Urban areas are divided into 5-6 beats with each beat having 60 outlets.
◎ Margin of distributor is 5% for retailers and 2.5 % for wholesalers.
◎ In rural areas there is a super stockiest and sub stockiest structure since an up-country
market has 30-40 outlets and velocity of products here is generally low. Hence, having direct
distributors won` t be feasible.
◎ A super stockiest serves all the sub stockiest in the area and receives stock from the Carrying
& Forwarding Agents. He is given a margin of 2% on his investment
◎ A sub stockiest is responsible for distribution of products in area where he is based. He
receives a margin of 3.5% on his investment.
◎ The difference between rural and urban market is that the breadth of products in a
particular outlet is less in rural areas as compared to urban areas. Also is rural structure,
selling happens through order booking whereas in urban areas it is on the spot delivery of
product.

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PROMOTION

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PROMOTIONS
◎ Perfetti has always paid special attention to advertising, in terms of investments and
creativity and hence enjoys a huge brand recall value.
◎ They spend heavily on TV advertising, followed by newspapers and magazines. It also has a
digital presence on Twitter, Facebook etc where new products and advertisements are
promoted.
◎ They leverage the catchy taglines like “Mentos- Dimag ki Batti Jala De” and incorporate
Bollywood stars as Brand Ambassadors.
◎ They also have tie ups with airlines like Jet Airways to distribute Alpenlibe to passengers
during take off and provide free samples in malls of new products like StopNot.
◎ The free giveaway of playing cards, tattoos and cricket cards along with bubble gums and
candies were first introduced by Perfetti.
GamesContestsTV Ads

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AD CAMPAIGNS

18. TRADE PROMOTIONS
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Trade promotions are basically schemes which are introduced by the company
to increase sales by motivating retail outlet owners by giving gifts for buying
certain SKUs. For the company, the schemes helps them to improve the sales
of new products as well as the sales of focus products. The Trade Promotions
are decided by regional sales offices. The schemes are different for different
states. There are many trade promotions schemes that company launches and
some of them are listed below.

19. Thanks!
Any questions?
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