Case Study-Integrated Marketing Communication- Advertising Strategies of confectionary company "Perfetti van melle"- An Audio Video presentation

1. DEPARTMENT OF BUSINESS ADMINISTRATION
UTKAL UNIVERSITY
BHUBANESWAR,ODISHA,INDIA
PRESENTATION
ON
ADVERTISING STRATEGIES OF
BY: ZEBA RUKHSAR
13MBA030
13209V131025

2. ABOUT
 Perfetti Van Melle (PVM) is a privately owned company
producing and distributing candies and chewing gums in
more than 150 countries worldwide.
 The company was established in March 2001, through the
merger of Perfetti S.p.A. and Van Melle NV.
 HISTORY- Perfetti Van Melle carries the name of its
founders- the Italian brothers Ambrogio & Egidio Perfetti
and the Dutchman Izaak van Melle.
 PVMI is a fully owned subsidiary of the global
confectionary conglomerate Perfetti Van Melle,
headquartered in Lainate(Italy) & Breda(the Netherlands).

3.  Perfetti Van Melle India Pvt. Ltd. (PVMI) is a
renowned manufacturer, distributor and marketer of
several high quality sugar confectionery products.
 As a marketer, PVMI has always been known for its
iconic, eyeball grabbing and entertaining
advertising.

6.  CONFECTIONERY
 Alpenliebe
 Mentos
 Center Fresh
 Big Babol
 Center Fruit
 Center Shock
 Juzt Jelly
 Happydent Wave
 HEALTHCARE
 Chlormint
 Happydent

8.  The brand has been advertised and promoted as a product so
tasty that you prefer to chew than talk.
 The famous tagline: “Zubaan Pe Rakhe Lagaam”, aptly conveys
this.
 Center fresh has won numerous awards such as The Abby
Silver for the Bank Robbery Commerical, The ERAA-Gold
for the Shapath Commercial, The Mirchi KAAN Award etc.

9.  Center Fruit is one of Perfetti’s flagship brands in
the Gums category in India. It was launched in
2005 as India’s first ever liquid-filled, fruit-flavoured
gum.
 Center Fruit enjoys strong consumer equity and is
famous for its ‘Kaisi Jeebh Laplapayee’ campaigns.

11. PROMOTIONAL TOOLS
 TELEVISION,INTERNET,HOARDINGS
 GAMES
 CONTESTS

12. 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 the Abby for
Happydent Protex & Centre Fresh, Cannes (Silver and
Bronze), Ad fest for Happydent White and Effie’s for Mentos.
 A Comic Character Bajrangi created by Center Fresh, which
keeps lying and gets caught by his slipped tongue.

14. AD EXECUTION APPEAL
 Perfetti therefore puts humour (Mentos and Center
Fresh), emotion (Alpenliebe), bizarreness
(Happydent and Chlor-Mint) and fun in all its
commercials.
 EMOTIONAL APPEAL
 HUMOROUS APPEAL
 PRODUCT APPEAL

15. STP
 Segment
People looking to have mint and gum.
 Target Group
Children and youth, middle and upper class people.
 Positioning
Its taste keeps your tongue busy(Zabaan pe Lagaam).
Your tongue is irrestible to have the candy(Kaisi Jeebh
Laplapayee).
 COMPETITION-COMPETITORS
1. Orbit White Chewing gum
2. Boomer
3. Pass Pass
4. Ferrero
5. Lotte

16. SWOT ANALYSIS
STRENGTH
1.Innovation(Liquid Filling)
2.Promotional tactics
3.Packaging
4.Product Quality
WEAKNESS
1.Chewing gums are considered unhealthy by many people
2.Price constraint
OPPORTUNITY
1.Innovation within the brand(like more distinct flavors)
2.Sugar free products
THREATS
1.Competition from international brand
2.Competition from domestic players

17. 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.
 Sales rose 169% from 2007 through 2012, according to a
research report by Euromonitor International.
 Net sales in 2012: Close to $ 3,500 million
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.