copy of perfetti mkt new

8/8/2019 Copy of Perfetti Mkt New

1/27

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.


2/27

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


3/27

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


4/27

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.


5/27

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.


6/27

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


7/27

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


8/27

COMPANY S PROFILE

Vision

Mission

ValuesIntegrity without compromiseAchieving excellence

Dedication to the consumerCare for the peopleSocial and environmental responsibilitiesIndependence


9/27

Top Confectionary Companies Mars Cadbury

Perfetti Van Melle (Perfetti) Nestl Ferrero Group (Ferrero) Hershey Kraft Foods Lindt & Sprngli (Lindt) Meiji Holdings (Meiji Seika) Lotte


10/27

Competitors

Cadbury Nutrine Ravalgon Parle Nestle Wrigley ParryHindustan

lever


11/27

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.


12/27

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 %


13/27

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


14/27

Product line

Centre fresh Big Babol

Alpenlibe Mentos Center Fruit Center Shock Chatar Patar

Chlormint Cofitos Happydent white


15/27

Advertisements

We are not heavy advertisers, weare clever advertisers

SAMEER SUNEJA(CEO of the PVM India)


16/27

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.


17/27

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.


18/27

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.


19/27

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.


20/27

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.


21/27

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.


22/27

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.


23/27

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.


24/27

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.


25/27

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.


26/27

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.


27/27

ThankThankYou!!!You!!!

copy of perfetti mkt new

Documents