copy of perfetti mkt new
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Ravish Bhadikar (1009)
Pritam Chandokar (1055)Sanjeet Kumar (1046)
Aamir Belif (1056)
Vasudha Fulzele (1021)
Swapnil Jain (1033)Nitin Kasbe (1058)
Presented by:
To: Prof. Berry.
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Confectionery is the set of food items that are rich in sugar, as permodern terms substances rich in artificial sweeteners as well.
There is 38 Confectionery companies in India but Perfetti islargest selling company in India.
Mars is the number one confectionery company in the world. Thewhich generates revenue of $30 billion a year
INDUSTRYS PROFILE
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FACTS
PVM is the undisputed market leader in India.
Over 28 million PVM products are consumed in a day.
Alpenlibe was rated as one the 150 most trusted brands in thecountry
Prefetti top rated advertiser 3 year in row from 2003
PVM is 3rd largest confectionery player in world.
Its also has been rated top 10 fastest growing FMCG companiesin year 2002-04
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FACTS
Perfetti entered the Indian market in 1994 at that timeunorganized players ruled the market with an aggregate
market share of 80% It recorded a sales turnover of over 400 cr with its entry in to
Indian market
Currently PVM leads with by 25 percent, an investment of
3000 crore per annum.
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FACTS
Currently PVM is the absolute market leaders in Italy andIndia.
Perfetti India contributes about 6-7 per cent to Perfettis globalturnover
In a market where price points are as low as 25 paise, four ofthe brands, namely, Alpenliebe, Center Fresh, Big Babool and
Center Fruit, individually have each reached the Rs 100-croresales mark.
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COMPANY S PROFILE
Company name : Perfetti Van Melle SpA ( Italy )
Perfetti Van Melle Pvt Ltd ( India )
Sector : Consumer goods
Industry : Confectionery
Type : Privately held
founded : 1994
Headquarters : Italy ( Lainate )
Netherlands ( Breda )
Website : www.prefettivanmelle.com
www.perfettivanmelle.in
CEO of PVMI : Sameer Suneja
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COMPANYS PROFILE
Perfetti Van Melle in numbers
Net sales in 2009 : 2,079 million sales to over 150countries
- 40% chewing gums- 60% candies 31 manufacturing sites
17,000 employees worldwide 35 operating companies
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COMPANY S PROFILE
Vision
Mission
ValuesIntegrity without compromiseAchieving excellence
Dedication to the consumerCare for the peopleSocial and environmental responsibilitiesIndependence
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Top Confectionary Companies Mars Cadbury
Perfetti Van Melle (Perfetti) Nestl Ferrero Group (Ferrero) Hershey Kraft Foods Lindt & Sprngli (Lindt) Meiji Holdings (Meiji Seika) Lotte
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Competitors
Cadbury Nutrine Ravalgon Parle Nestle Wrigley ParryHindustan
lever
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Cadbury
In India Cadbury began its operations in 1948 .
CEO of Cadbury is Bharat puri.
The total confectionery market is valued at Rupees 41 billionwith a volume turnover of about 223500 tonnes per annum.
It has employ around 50,000 people and have direct operations inover 60 countries.
Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,clairs.
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Nestle
Nestl India is a subsidiary of Nestl S.A. of Switzerland
Chairman and Managing Director of nestle is Antonio Helio
Waszyk Nestls relationship with India dates back to 1912 but set up its
first factory in 1961 at Moga, Punjab.
Famous brand names such as NESCAF, MAGGI, MILKYBAR,
MILO, KIT KAT, BAR-ONE, MILKMAID . It total turnover Rs 1265 .85 Crores had increased by 16 %
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Product Plan
The Indian confectionery is divided in 3 categories
Candies & toffees of which 43 percent of the toffee market iscaptured e.g Alpenliebe lollipop, Alpenliebe cream fills.
Gums of which 55 percent of the mint market e.g centrefresh,
Mints e.g. Chlor-mint
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Product line
Centre fresh Big Babol
Alpenlibe Mentos Center Fruit Center Shock Chatar Patar
Chlormint Cofitos Happydent white
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Advertisements
We are not heavy advertisers, weare clever advertisers
SAMEER SUNEJA(CEO of the PVM India)
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Advertising Strategies Authentic product position strategy
Smart buying of TV time helps to get better deals withoutcompromising viewership.
Advertises on family channels specialy cartoon to reach outwider audience.
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Price strategy Our growth is real it has come from volume & not
price hikes
- Milind Pingle(Sales Head PVM India) In the past 12 years PVM hasnt raised its price even once.
The entire confectionary industry is stuck at low price 25ps, 50ps & Re 1 due to intense competition.
In the recent scenario climb in the price of raw material andpetroleum has to be absorbed by the manufacturer.
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Distribution strategy
PVMI has created a Multi-Tiered Distribution system.
Product range is divided into 3 categories, which in turn havedifferent distributors.
A large chunk of confectionery retail trade is made up of retailerslike paanwallahs.
According to PVMI strategy, when these retailers are visitedthrice a week,they tend to replenish supplies & pick up newvariants.
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The Promotion Mix
The Promotion Mix consists of the specific blend ofadvertising, sales promotion, public relations, personal &
direct marketing tools that a company uses to persue itsadvertising & marketing objectives {Philip Kotler}.
Promotion mix is also called as marketing
communications mix and constitutes one of the 4ps ofmarketing mix ,i.e., Promotion, the other three beingProduct, Price & Place.
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Promotion mix tools used
Advertising :- It includes any paid form of non-personal presentation and promotion of ideas, goods,or services by an identified sponsor such as Newspaper, Radio, Banners Haordings etc.
Sales promotion :- Short term incentives to promote sales like displays, samples, exhibitions,coupons, contests etc., constitutes sales promotions.
Public relations :- It includes building good relations with the public by obtaining favourablepublicity, building good corporate image & handling or avoiding unfavourable publicity, rumours andevents.
Personal selling :- It includes direct personal presentation by company sales force for sales andbuilding customer relationship.
Publicity :- it includes non-personal promotion of demand for products by obtaining publicitythrough news in media like TV, radio, newspaper & magazines.
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Segmentation The marketing people identify different ways to segment the
market & develop profiles of the resulting market segments.
Products which Perfetti offers in the market are very universalon the basis of consumption.
In PVM there are no issues regarding Geographic or
Demographic segmentations. But taking in consideration someimportant Psychological bases of segmentation Perfetti havemodified many existing & also developed new products.
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Targeting Market segmentation reveals the firms market segment opportunities.
The firm now has to evaluate the various segments and decide how
many & which ones to Target. This is the place where company uses itsTargeting strategies.
Perfetti is the producer of various kinds & types of gums i.e. chewinggum, bubble gum & funtional gum which ultimately targets theunproductive consumers i.e. consumers from the age group from 5 to16
Where as now-a-days almost everyone likes to consume such productsand therefore we can call it as an universal targeting strategy.
However the concentrated marketing segment which will be the youngpopulation which includes School-kids, Collegians, Bachelors, etc.
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According to the statistics thecompany has
5,000 distributors service.
700,000 outlets across the country. 40% of the volume from towns.
And now eyeing new retail options like juice
corners, fruit stores & vegetable
vendors.
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ANALYSIS
PVM India has created a multi-tiered distribution system.
It emphasized on product portfolio, distribution network, brandbuilding & product mix.
Product range is divided into 2 categories, which in turn havedifferent distributors.
Initially company offer a pack free of cost for promotion and
increase selling.
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ANALYSIS
Its more concreted in advertisement to create brand value in mindof customer.
Its took sponsorship in cricket match also for more advertisement. PVM segmented its product according to psychological and
geographical
Its targeted the people , that child and youth up to 5-24 year to selltheir product.
Its manufactured the good which mostly like to child as sweet andmore chocolate and chewing gum for youth.
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ANALYSIS
The margins for distributors(p2) & retailers were not increaseddue to less demand in the market.
It spend more on promotions & advertising.
The company gave free pack offer for every pack sold to havehold of their distributors & retailers.
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ThankThankYou!!!You!!!
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