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.

hair cut advertisement India, funny ads, India advertisement.mp4

CONFECTIONERY Alpenliebe

Mentos

Center Fresh

Big Babol

Center Fruit

Center Shock

Juzt Jelly

Happydent Wave

HEALTHCARE Chlormint

Happydent

Center fresh new ad 2011 (Bank Robbery).mp4

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.

Funny Center Fresh Jugalbandi Ad.mp4

PROMOTIONAL TOOLS TELEVISION,INTERNET,HOARDINGS GAMES

CONTESTS

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.

Funny Indian Ads of Center fresh by www.hindi-comedy.com _) _Bajrangi Cheating.mp4

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.