A small slide-share with the launch and success of the product of an Italian Confectionery Perfetti Van Melli in India.

1. “Rakhe Zubaan Pe lagaam”

3. Introduction to the Company
•PVM Italy was incorporated in 1946
by two Perfetti brothers Ambrogio &
Egidio Perfetti.
•It is World’s 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 it’s 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 product’s 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 Effie’s 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.

9. The Catchy Taglines

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.Wrigley’s

12. Titly Chatterjee
COP-MCP-16-51