“MARKET ANALYSIS OF PERFETTI VAN MELLE”

A minor research paper to be submitted in Partial fulfillment of the requirement for the award of the Post Graduate Diploma in Management

2010-2012

Submitted by :-

Syed Faraz

042/DSPSR/PGDM(FT)/10

Under the guidance of

Ms.Seema singh

Faculty DSPSR

DELHI SCHOOL OF PROFESSIONAL STUDIES AND RESEARCH

(approved by AICTE , Ministry OF HRD ,Govt of india , New delhi , India )

1

Declaration

This is to certify that Report entitled “ MARKET ANALYSIS OF PERFETTI VAN MELLE ” which is submitted by me in partial fulfillment of the requirement for the award of PGDM to Delhi School of Professional Studies and Research, Delhi comprises only my original work and has not been submitted in part or full for any other degree or diploma of any university. If any material has been taken from an external source of information then it has been properly cited in text and duly acknowledged under references.

(SYED FARAZ)

(Mrs. Seema singh)

Supervisor

2

ACKNOWLEDGEMENT

I would like to take this opportunity to thank Ms.Seema Singh, my Business Research Paper coordinator, for giving me the inspiration to complete this project in such a limited period of time.

I am thankful to her for providing us valuable inputs and suggestions on this project.

I would also like to thank the all mine friends and neighbor for taking out the time from their busy schedule to fill up my questionnaire.

(Syed Faraz)

3

CERTIFICATE

This is to certify that the minor research project titled “MARKET ANALYSIS OF PERFETTI VAN MELLE ” is

an academic work done by “ Syed Faraz” submitted in the partial fulfillment of the requirement for the

award of “Post graduate Diploma in Management” from “Delhi school of Professional Studies and

Research” under my guidance & direction. To the best of my knowledge and belief the data &

information presented by him in the project has not been submitted elsewhere.

Mrs Seema Singh

4

TABLE OF CONTENT

s. no Topics Page number

1 Declaration

2Acknowledgement

3 Certificate

4 Introduction & Objective

5 Introduction

6 Research methodology

7 Data analysis & interpretation

8 Conclusion and suggestions

9 Bibliography

10 Questionnaire

5

Introductoion

The main purpose of this research is to know what is the market value and share of

Perfetti how much people like the products of Perfetti and who are the main

competitors of Perfetti

OBJECTIVE OF STUDY

To Understand the working of Perfetti vanmelle India pvt ltd.

To study the market share of the perfetti vanmelle india pvt ltd.

To understand the distribution pattern followed by perfetti vanmelle india pvt ltd

To analyze the dealer’s perception towards perfetti vanmelle india pvt ltd and its

products.

To suggest measures for improvement if any.

6

INTRODUCTION OF COMPANY

Perfetti Van Melle India, a subsidiary of the global conglomerate, started operations in 1994. A

confectionery company of notable repute, it leads the Indian sugar confectionery market with

more than 1/4th of the value share of the market, takes care of the development of south Asian

markets and exports to other Asian countries. With a basket of 13 main brands, the company

strives to leverage the international brand portfolio, while adapting flavours and blends to the

local tastes. Center Fresh was the first brand offering, followed by Bigbabol and Alpnliebe in

1995..

VISION & MISSION

Vision

They will enhance their world leadership in confectionery by creating value for people through

delightful and imaginative high-quality products.

Mission

They at perfetti Van Melle:

Develop, manufacture and market high-quality and innovative products for their

consumers through efficient use of their resources and in partnership with their

customers.

Create a fulfilling workplace for their employees built on trust, mutual respect and

appreciation of their diversity.

7

Value the role they play in their communities, as a socially and environmentally

committed organization.

GLOBAL PRESENCE

Perfetti Van Melle is global confectionery company that manufactures and distributes sugar

confectionery and chewing gum products in over 130 countries the world over. Today Perfetti

Van Melle is the world’s third largest confectionery Group, marketing strong international

brands like Mentos, Fruit-tella and Alpenliebe.

PERFETTI VAN MELLE IN INDIA

Perfetti Van Melle exploded onto the Indian market way back in1994 with a single brand, Center

Fresh, when the gums category of confectionery stood at 40 crores. In the last ten years they

have traveled from having a single brand to having 10 brands today. Since then, Perfetti Van

Melle has contributed extensively to the total gums market. They have now become one of the

most significant names in the Indian confectionery market.

Their Objectives

Perfetti Van Melle India has identified in children, the future of the society, one of the main

objectives of its welfare initiatives. Perfetti Van melle India thus intends to work with children,

to provide health services and to impart vocational training. This will be done with the active

involvement of employees, in cooperation with NGOs and industry associations, by identifying

opportunities which directly translate into benefit for the community.

8

Project for Children

Organisation : Khushboo Welfare Society

Project : The inauguration of a new school in Gurgaon on December 8, 2003.

Institution opened in January 2004 with the new physiotherapy unit.

Objective : To help support the organization and its school for the physiotherapy

treatment of mentally and otherwise disabled children.

PVM India involvement: Perfetti Van Melle provided equipment for the physiotherapy

unit as well as a generator for uninterrupted service. They also

undertake the maintenance of the building.

Organisation : Sankalp

Project : The inauguration of a new school in gurgaon in March 2004.

Objective : To help support the organization and its school for the education needs

of the children.

PVM India Involvement: Perfetti Van Melle provided school stationery such as

notebooks and drawing sheets for the school.

Organisation : Good Life Centre

Project : An orphanage in Chennai.

Objective : To help support the nutrition of children and orphans.

9

BRANDS & THEIR VARIANTS

1. Alpenliebe

Alpenliebe Candy, Alpenliebe Lollipop, Alpenliebe Creamfills, Alpenliebe Mangofills

Center Fresh

2. Big Babol

3. Happydent

4. Center Fruit

5. Chlormint

Chlormint Candy, Chlormint Freshfills, Chlormint

6. Mentos

7. Marbels

8. Fruittella

9. Chocoliebe

10

MAJOR COMPETITIONS

1. Cadbury’s

Éclairs, Halls

2. Wrigley’s

Orbit, Boomer, Solano

3. ITC

Minto Fresh, Candyman

4. Lotte

Spout, Buffroo

5. Parle

.

11

RESEARCH METHODOLOGY

MARKETING RESEARCH

The complexity of management decisions making has increased greatly during recent years. This

is truly an account of dynamic factor affecting the marketing of goods and services, so as to

reach decision making.

DEFINATIONS :-

The term “Research” means investigation to find one new facts or to collect additional

information about problem.

RESEARCH METHOD : Analytical and Statistical Methods.

SOURCES OF DATA : Primary and secondary Data

RESEARCH TOOL : Structured Questionnaire and interviewing

SAMPLE SIZE : 100 Stores

SAMPLING AREA : EAST Delhi

12

DATA ANALYSIS AND INTERPRETATION

Comparison between Happydent and Orbit.

In a Survey of 100 Retail Shops in east Delhi. 67 Retailers said that Orbit has more demand in

comparison of Happydent while remaining 33 Retailers said Happydent has more demand over

Orbit.

13

Happydent33%

Orbit67%

Happydent Orbit

Comparison Between Mentos and Minto Gol.

In a Survey of 100 Retail Shops in East Delhi. 86 Retailers said that Mentos has more demand in

comparison of Minto-Gol while remaining 14 Retailers said Minto-Gol has more demand over

Mentos.

14

Mentos86%

Minto-Gol14%

Mentos Minto-Gol

Comparison between Chlormint and Minto-Fresh.

In a Survey of 100 Retail Shops in South Delhi. 82 Retailers said that Chlormint has more

demand in comparison of Minto-Fresh while remaining 18 Retailers said Minto-Fresh has more

demand over Chlormint.

15

Chlormint82%

Minto-Fresh18%

Chlormint Minto-Fresh

Comparison between Chocoliebe and Éclairs

In a Survey of 100 Retail Shops in East Delhi. 70 Retailers said that Chocoliebe has more

demand in comparison of Éclairs while remaining 30 Retailers Éclairs has more demand over

Chocoliebe.

16

Chocoliebe30%

Eclairs70%

Chocoliebe Eclairs

Comparison between Alpenliebe Lollipop and Pimpom.

In a Survey of 100 Retail Shops in East Delhi. 88 Retailers said that Alpenliebe lollipop has

more demand in comparison of PimPom while remaining 12 Retailers PimPom has more

demand over Alpenliebe Lollipop.

17

Alpenliebe lol-lipop88%

Pim Pom12%

Alpenliebe lollipop Pim Pom

Comparison between Alpenliebe Mangofills and Parle Kaccha Aam

In a Survey of 100 Retail Shops in South Delhi. 65 Retailers said that Alpenliebe Mangofills has

more demand in comparison of Parle Kaccha Aam while remaining 35 Retailers Parle Kaccha

Aam has more demand over Alpenliebe Mangofills.

18

Alpenliebe Mangofills

65%

Kaccha Aam35%

Alpenliebe Mangofills Kaccha Aam

MARKET SHARE OF PERFETTI VANMELLE INDIA PVT LTD.

19

CONCLUSION AND SUGGESTIONS

20

Hard Boiled Chewying Gum chewing Toffee Bubble Gum

Perfetti 0.700000000000001 0.8 0.650000000000002 0.43

ITC 0.1 0.02 0.25 0.12

Wrigley's 0.05 0.15 0.05 0.4

Others 0.15 0.03 0.05 0.05

5%

15%

25%

35%

45%

55%

65%

75%

Conclusion

1. Company is leading market in all the categories in which they exist

2. Company is having an edge over its competitors

3. Distributors are not able to cover all outlets.

4. Promotional Schemes are very effective.

Suggestions

1. Company Should Provide in-pack Schemes for the retailers

2. Company Should take more promotional steps to increase the market share of Chocoliebe

in the market

3. Company Should take some steps to increase the share in Bubble Gum category

4. Company should provide various displays to the retailers.

5. Company should take actions to motivate their employees.

6. Company should give proper incentives to their employees.

21

BIBLIOGRAPHY

WEB SITES

1. http://www.perfettivanmelle.com/

2. http://www.business-standard.com/india/news/perfetti-van-melle-gum-power/400298/

BOOKS

1. Michael, J. E., Bruce, J. W. and Williom, J. S. (13th Edition, 2004). Marketing

Management.Tata McGrawHill, New Delhi

2. Philip Kotler. (2003). Marketing Management: Analysis, Planning, Implementation &

Control. Prentice Hall of India.

MAGAZINES

1. Business Today

2. Business India

22

Annexure: Questionnaire

QUESTIONNAIRE

1. Retailer Name………………………………………………………………………………………………………………

2. Address………………………………………………………………………………………………………………………..

3. Contact Name………………………………………………………………………………………………………………

4. Contact Number……………………………………………………………………………………………………………

5. Which brand has more demand from the two :

i. a) Happydent b) Orbit ..............................

ii. a) Mentos b) Minto Gol ……………………………

iii. a) Chlormint b) Minto Fresh ……………………………

iv. a) Chocoliebe b) Éclairs ……………………………

v. a) Alpenliebe Lollipop b) Pim Pom ……………………………

vi. a) Alpenliebe Mangofills b) Parle Kachha Aam ……………………………

6. Total Number of Brands in the shop…………………………………………………………………………….

7. Brands Analysis a) Perfetti …….. b) ITC ……… c) Wrigley’s ………… d) others ……..

8. Does advertising influence the customer’s choice? …………………………………………………..

9. Whether the customer asks the product by particular name or what so ever is available they take that? .......................................................................................................................................

10. If Suppose one company provide you more sales promotion tools like : (Umbrella, Torch, Banners, Displays, Dispensers, etc.). Would you shift towards that group or not?

…………………………………………………………………………………………………………………………………………

23

24