DEPARTMENT OF BUSINESS ADMINISTRATIONUTKAL UNIVERSITY
BHUBANESWAR,ODISHA,INDIA
PRESENTATION ON
ADVERTISING STRATEGIES OF
BY: ZEBA RUKHSAR13MBA030
13209V131025
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).
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.
CONFECTIONERY Alpenliebe
Mentos
Center Fresh
Big Babol
Center Fruit
Center Shock
Juzt Jelly
Happydent Wave
HEALTHCARE Chlormint
Happydent
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.
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.
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.
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
STP SegmentPeople looking to have mint and gum.
Target GroupChildren and youth, middle and upper class people.
PositioningIts taste keeps your tongue busy(Zabaan pe Lagaam).Your tongue is irrestible to have the candy(Kaisi Jeebh
Laplapayee).
COMPETITION-COMPETITORS1. Orbit White Chewing gum2. Boomer3. Pass Pass4. Ferrero5. Lotte
SWOT ANALYSISSTRENGTH 1.Innovation(Liquid Filling)2.Promotional tactics3.Packaging4.Product QualityWEAKNESS1.Chewing gums are considered unhealthy by many
people2.Price constraintOPPORTUNITY1.Innovation within the brand(like more distinct flavors)2.Sugar free productsTHREATS1.Competition from international brand2.Competition from domestic players
IMPACT OF THE ADON 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 millionOut of it, 39% came from chewing gum and 61% from
candies.PVMI crossed 1,200 crores in 2010 and 1,600 crores in 2013.