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Perfetti Van Melle is one of the
largest manufacturers of
confectionery and chewing gum products in the world. Prior
to the merger, Perfetti set up its own plant, with a manufacturing
facility near Delhi, in 1994. Van Melle launched its facility about 35
km from Chennai in early 2001. The company was
re-established following the global merger of Perfetti, the Italian
confectionery group, and Van Melle, the Dutch company.
If we look at the global confectionery market, Perfetti
Van Melle (PVM) is at the third position, preceded by Mars and Cadbury.
But the Indian canvas is a lot different, where it is much ahead of all
the other players and is the market leader—occupying 25% of
the market share. India is the only country where PVM beats the
other two opponents. And the company has every reason to be proud of. In
a market which is very price-sensitive and where the prices are
sometimes as low as 25 paisa per unit, the company's three flagship
brands—Alpenliebe, Center Fresh and Babool, sell for over Rs. 100 cr
each per annum.
To consolidate their worldwide position, companies
consider advertising, as not only an important component of
the promotion mix, but also a strategic development driver. PVM also
has a thorough knowledge of the media market of India and the
psychology of the target market. The advertising of Perfetti has always been
unique and creative, which gives the company's brands an edge and
is sweetly remembered by all its customers.
Every brand of Perfetti has its own success history and a story
to tell which is deeply rooted in the use of effective advertising strategy.
The strategy adopted by the brands helps it to penetrate the market
and consolidate its position in the minds of the customers. More than 90%
of the brands of Perfetti enjoy an unaided brand recall. |
