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Submitted toMrs. Pooja Rastogi Submitted ByTahmeena Raza Mansi Udit Sanchit Akshay Akanksha
INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD
‘SUCCESS CAN NEVER BE ATTAINED WITHOUT PROPER GUIDANCE’
Nothing concrete can be achieved without an optimal combination of inspiration and perspiration. No work can be accomplished without taking the guidance of the import. It is only the critiques for the ingenious intellectual that helps transform product. This work is a synergistic product of many minds. This began as
it’s a field. Pooja Rastogi (our Honorable faculty of Institute of Management Studies) for supporting and giving us the opportunity to work on this project.part of project semester of our BBA program. We are grateful for the inspiration. We would like to extend our special thanks to Mrs.. encouragement information and wisdom of many resource people who help us bring this report into life. . where I wanted to work in and would like to share my view on.
who helped me to complete my Survey.” We would also like to thanks all. Thank you all! . our feeling of deep gratitude. constant help and continuous encouragement at all stages of this work.“Words fail to express adequately. which we owe to all the people for their invaluable counsel.
“Center Fresh Chewing Gum” is an original work. I anywhere else for the award of any degree/ diploma/ certificate or for any prize have not submitted this project report. All the data given in the report is to the best of our knowledge and all references whether of any person or organization can be crosschecked.
I have tried my best to present the best for my project on “CENTER FRESH CHEWING GUM ” under the able Co-operation with my team. .This project has been prepared in the second semester of the Program Bachelor In Business Administration.
1 1.CONTENTS 1- Introduction 1.2 Company Profile Segmentation basis 6-13 .
1.1 2.4 1.2 2.3 Introduction SWOT Analysis Design 14-18 .3 1.5 1- Target Market Positioning Competitors Product 2.
4 2.8 2.2.7 2.5 2.11 Features Flavors Size Packaging Quality Ingredient Logo Punch line .9 2.6 2.10 2.
1 Advertisement • T.V. (Story) 19-20 21-22 23-32 .2.12 123- Uses Price Place Promotion 5.
2 5.• 5.3 1234Media Print Latest offers & Schemes Questionnaire Observation Recommendations Limitation 33-35 36 37 38 .
having its corporate headquarters in Lainate . It was formed by the 2001 merger of Perfetti of Italy with Van Melle of the Netherlands.5- Bibliography 39 Company Profile Perfetti Van Melle is a European global manufacturer of confectionery and gum.
Italy and in Breda. . thus making them one of the leading players in the confectionery industry in India today. Netherlands. a fully owned subsidiary of the global conglomerate Perfetti Van Melle. Perfetti Van Melle bills itself as the third largest confectionery manufacturer in the world after Kraft Foods (owners of Cadbury plc) and Mars. The company today enjoys close to 30% market share. Incorporated (owners of Wrigley).000 people via 30 subsidiary companies and distributes its products in over 130 countries. It employs 17. started its Indian operations in 1994.(Milan). Perfetti Van Melle India (PVMI).
Cofitos. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size of Rs. Fruittella.Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh. The other brands like Chlormint. followed by Big Babol and Alpenliebe in 1995. Happydent and Marbels followed subsequently. which will be explained in detail later under the company’s product strategy. . Mentos.3000 cr.
Special care has been taken by the decision makers at Perfetti to make sure they consider all the aspects which will help them to understand what the Indian consumer likes. .500 distributors spread across 2000 urban towns. Perfetti Van Melle has adopted an aggressive sales strategy to retain the market leader position in the confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA). Another striking feature of this company is that in India alone it has a network of around 4. distributors & sales force. The products had to be adapted according to the Indian climate like increase in the shelf life and the composition of the product.
. the advertising strategy followed by PVMI has managed to capture the attention of the Indian audience.Also.
Company’s Business Principles Vision .
Values by creating value for Living the Perfetti Van Melle Values requires courage.We will enhance our world leadership in confectionery consumers through innovative and gratifying high. vision. trust.quality products. and pragmatism. . commitment.
Chlor-mint are all brands built in the past decade and advertising has played a key role in the same. Cofitos Click Card promotion are examples of this. Big Babol redemption contests. Big Babol. A series . Alpenliebe.Strong brand building Perfetti Van Melle has also shown creativity in its packaging as well as communication and promotions.
of conventional and non-conventional branding techniques and media innovations have been utilized to promote the company's products in India. advertising has to be backed by availability of the product. press. radio (FM). . in order for the advertising to deliver the desired results and Perfetti has taken care to ensure the same. The company believes in being flexible when deciding spends on a specific brand and lets the market factors determine spends on the brand and on different media vehicles. outdoor and on ground activities as well as “point of purchase” promotional material have been used tactically. across the country. However. Besides media vehicles like television.
Products Some of the products they manufacture include: Mentos mints Airheads fruit chews Frisk mints .
Fruittella chews Vigorsol gum Vivident gum Chlormint gum Happydent mint gum Golia liquorice gummy candy .
Alpenliebe caramel chews Big Babol gum Meller caramel chews Brooklyn Chewing Gum Center Fresh gum in India Chupa Chups .
Smint Perfetti Brands in India .
Center fresh Center fruit Center shock Alpenliebe Alpenliebe creamfills Chlor-mint .
Chocotella Cofitos Fruittella Happydent white Marbels Mentos .
Chocoliebe Big babol Alpenliebe lollipop Chatar patar .
In India. . Functional products and sugar free confectionery dominate the world-wide market. unorganized mom and pop retail outlets such as paan shops and kirana outlets result in the bulk of sales. while that trend is yet to pick up in India. The trade is also Significantly different with the global market relying heavily on organized trade.Key success factors in India The Indian confectionery market is very different from the global market. Organized trade is still insignificant in terms of sales. While India is primarily a mono pack market. globally the confectionery market is a multi pack market.
Perfetti Van Melle launched after India has more than 15 brands under its umbrella. Cofitos.3000 cr. all of which have been considerable market research and insight so as to adapt to the likes and preferences of the . Mentos. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size of Rs. followed Fruittella.Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh. Happydent and Marbles The other brands like followed subsequently. Chlormint. by Big Babol and Alpenliebe in 1995.
Uttaranchal in 2007. The PVMI manufacturing units in India are located in Gurgaon and Chennai with another plant commissioned at Rudrapur. Perfetti Van Melle has adopted an aggressive sales strategy to retain the numero uno position in the . The climatic conditions of the Indian geographical region have been kept under consideration for product composition and long shelf life. In the year 2008 PVMI clocked close to 850 Crores.consumers. The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries.
500 distributors spread across 2000urbantowns. Alpenliebe and Mentos which have won several awards for the company like the Abby for Protex . Perfetti Van Melle India has a network of around 4. Chlormint. PVMI brands have launched several innovative ad campaigns like Happydent White.confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA). distributors & sales force.
Cannes (Silver & Bronze) & Ad fest for Happydent White and Effie’s for Mentos. .Happydent & Centre Fresh.
Segmentation • Customers are people. . The marketing now-a-days is very customer driven. changes are continues and the customer needs are never the same. so differ considerably.
• Perfetti Van Melle makes use of a demographic segmentation. ethnic community and nationality. income. family life cycle. sexual orientation. education religion. from 8 years to 24 years . The marketing people identify different ways to segment the market & develop profiles of the resulting market segment. Demographic segmentation consists of dividing the market into groups based on variables such as age. gender. occupation. family size. The age group that Centre Fresh is targeting is quite wide. Product which perfetti offers in the market are very universal on the basis of consumption. • • • .
Target Market There are some relevant points which can decide the target market of Perfetty Ven Melle India Pvt. Ltd • Alpenliebe and Chocoliebe Kids and Youth .
• • • • • Big babool Center Fresh Chlormint Happy Dent Mentos Kids Kids and Youth Youth Youth Youth .
So according to the above points we can say the company is targeting kids and Youth. Competitors Hidden Competitors in India • Pan .
• • • Flavoured supari Chutki Pass Pass Competitors • • Orbit Pim pom .
• • Boomer Juicy Fruit .
Positioning Currently Center Fresh is positioned on the platform of great taste which make them prefer to chew than speak. Center fresh truly Rakhe Zubaan pe lagaam Constant re-invention of brands .
in June 2009 Center Fresh has launched a new campaign “India. baate kam. . kaam zyaada” as an extension to the brand thought “Zuban pe rakhe lagaam”.The company continually works towards developing its brands and goes to the extent of re-inventing the same if the situation demands. An example is the brand Cofitos that was re launched at a lower price point because of the market demands. Variants of Alpenliebe were also launched in the year 2002 to take the brand forward and to create excitement in the market. Similarly the company has worked on the positioning of brands like Chlor-mint and modified the same in order to develop it further.
Cut back to the same set of people actually discussing about the most mundane things which are absolutely not related to their respective professions. doctors and two cricketers seemingly engrossed in serious discussions in their respective fields.The agency was tasked with creating a new approach for the existing brand proposition. . This is followed by the voiceover “India. This is accompanied by an audio praising the talent and future of India. baate kam. The film shows a group of policemen. office executives. kaam zyaada”. politicians.
Globally. L argest manufacture of confectionery and chewing . Perfetti Van Melle ranks third in the confectionery sweepstakes after Mars and Cadbury.Product: (Center Fresh) Center fresh is a product of Perfetti Van Melle confectionery.
is the only country out side Italy where Perfetti is ahead of both its rivals. But in India. the flagship brand of Perfetti Van Melle's was launched in 1994.000-crore (Rs 30 billion) per annum market. I ndia. Izaak van mella founded van mella in 1841.Perfetti acquired van mella in Jan 2001. Center fresh has grown to become the largest selling gum brand in India. It was the first liquid filled chewing gum which has tantalized the taste buds of millions of Indians and is a house hold name today. Two brothers ambrogio and egidio perfetti founded perfetti in 1946. in fact. it leads the pack with a 25 per cent share of the Rs3. Center Fresh. Over the years.gum products. .
Analysis of the Product SWOT Analysis Strength • • Innovation Promotional Tactics .
• • Packaging Quality Weakness • • Maintaining technology superiority Price constain Opportunity .
which need to be analyzed are: .• • Innovation within the brand Sugar free products Threats • • Competition from International Brand Competition from Domestic player The components of Perfetti’s products.
• • • • • • • • • • Design Features Flavours Size Packaging Quality Ingredients Logo Punchline Uses .
Features . Also. By just looking at a unit of candy. one can identify with the brands. Center Fresh is in the shape of a rounded square while Big Babol has an unmistakable rectangular shape.Design Each of Perfetti’s various brands and their variants have distinct design features. making them easily identifiable. the various flavours of each product come in different colours.
Chlormint is the mint with Herbasol. This makes each of Perfetti’s individual products stand out to the customer. Flavours . Big Babol is the non-sticky bubblegum which can blow bigger bubbles. while center fresh keep the mouth fresh. Happydent helps keep teeth naturally white and Mentos is the candy with a crunchy and chewy texture rolled into one.Each offering that is part of Perfetti Van Melle’s product basket has a unique feature..
• • • Spearmint Peppermint Sweetmint .
Size • Mono pack Stick pack • .
This attracts the customer to the product more effectively. both design-wise and size-wise. For brands like Big Babol and Center Shock. . Perfetti’s products come in attractive packages. Most of Perfetti’s products clearly display the brand name and the actual product form and colour of the product inside on its packaging. Perfetti Van Melle’s products have managed to arouse interest in the Indian consumer. they have displayed the fruit that the flavour is derived from. the company has used bright colours on their packaging and for Fruitella.With its attractive packaging.
while Happydent is also available in blister packs. Chocoliebe and Mentos are all available in both singles packs as well as in sticks of a higher quantity. giving the consumers a variety of options. Chlormint and Happydent are available in single units and flip-top packs. Alpenliebe. the quantity that the buyer wishes to consume. . i. Center Fresh..Perfetti also gives its consumers several options to choose from where the size of the packaging in concerned.e. Big Babol.
all of which have been certified to the requirements of ISO 22000:205. by SGS International. located in Manesar. ISO 22000 is an international Food Safety Management System. .Quality Perfetti Van Melle focuses greatly on the quality of their products. Chennai and Rudrapur. They have three manufacturing units in India.
In addition to all this. The quality of output is controlled by suitable batch-making. 1955 and subsequent amendments are applicable and complied with. inprocess sample testing. Perfetti Van Melle India practices comprehensive protocol for maintaining hygienic practices of the highest order in its manufacturing facilities.Also. all the Food Preservation Requirements warranted by the Prevention of Food Adulteration Act. Ingredients . process monitoring. the products being human consumables. etc. take care of the necessary output quality.
• • • • • • Sugar Gum base Liquid Glucose Humectants(422-420) Acidity regulators (330) Antioxidant (320) .
• • Synthetic Food colour (133) Flavours (natural and nature identical flavouring substances) Logo .
Punch line • • Baaten kam kaam zyada Zubaan pe rakhe lagaam Uses .
• • •
It provides enjoyment It tastes very good Its like a mouth freshner
they are same throughout.e. Perfetti has been following the simplest of pricing strategies. i. Here’s a look at some of the products the company offers: Center Fresh . The prices of different products do not vary from region to region. the part of the country they are being sold in.e.For all we know. 50 paisa for a mono pack. i. etc. 1 for brands like Center Fresh. But almost all of the products are available in different kinds of packaging. Most of it’s products are available in the market at two basic price points. which has a single tablet and Re.
It is also available in the form of a stick.• • Earlier it was available for Rs 1. which included a huge profit margin. but then it was reduced to Re1. 5.5 per unit for several years. . which has 5 pieces for Rs.
and hence the profit . It has been aiming at maximizing its marketing share by keeping its products at a very low cost so that everybody can buy them. Earlier there were only the smaller units that were freely available in the market.Analysis of the Price The company has been following an economic pricing strategy right from the starting.
As already the pricing of the product is very low. So what the company did was that on the bigger jars and the 1kg packing. they packed in more candies. so the prices were a little higher. and also gave a chance to the retailers to earn more as they now had more numbers to sell. The . But then. the company realized the need of bigger packaging and hence came the plastic jars and the 1kg packaging.margin for the retailers was very less. there is no use giving any discounts to the customers and moreover if they give any sorts of discount on a 50p candy. hence giving the customers more than what they would usually get. there would be a lot of problem for the shopkeepers as well for the customers in terms of how to exchange the money.
and hence limits their scope of R & D and trying out newer products which might actually be good. so that they could be used later when all the candies are sold off. they cannot introduce a new product at a higher price. the only problem we believe they face is that of stagnation. . But now. Due to the pricing that they have been following.plastic jars were also made of pretty good quality.
. and this did happen with the company. and if the company introduces little costlier product. say at Rs 5 per unit.The problem is that now the customer has a fixed mindset about the Brand. the customer might think twice before buying it as he would be skeptical due to the price. despite the product being very good. when they introduced the Alpenliebe Lollipop in two flavours at Rs 4 per unit. it failed very badly.
Place (Distribution) Perfetti Ven Melle manufacturing units in India are located in Manesar and Chennai with another plant commissioned at Rudrapur. and has branch . Uttaranchal in 2007. From these the distribution is done in four regions.
company also offered hefty sales-linked incentives such as increase in margin in percentage terms with increase in sales and offered one pack free on every pack sold.offices in Delhi. Kolkata (West Bengal) and Bangalore (Karnataka) to manage sales in the regions. To build up its network. . initially it followed the booking system of distribution (sales officials would make calls to outlets and supply according to the order received). It adapted the simple way that the quantity of goods demanded will be supplied. During the entrance in the Indian market. Mumbai (Maharashtra). On the initial stage. Perfetti did not merge or acquire any company.
The main distribution channels used by the company are wholesalers. Instead of expanding the distribution network over a large region. Wholesalers are to resale (sale without transformation) goods to retailers.The great change occurred when it acquired the Van Melle. retailer and direct sale. commercial. brick and mortar store. institutional or professional users. The acquisition brought a distribution network of 3 lakh outlets which today have become around 10 lakhs. or to other wholesalers. they focused on specific areas. industrial. . internet. agent.
Perfetti has tackled the challenge by giving its products to retailers in plastic jars. . This makes life convenient for the retailer and gives the company the opportunity to place its brands prominently at the outlet.or three-gram units. Of course. brand visibility on a jar is better than small two.
As for the cash counters. while paying .Analysis of the Place Perfetti’s distribution strategy of focusing on small retailers such as paan shops and kirana stores is another success strategy as main sales of confectioneries are done through them in India. Idea of placing the products on shelves such that children can easily see them and at the cash counters are successful as target customers for confectioneries is mainly children and youth.
customers might think of getting some after seeing the product and can also get these instead of the change they might be getting. .
we are clever advertisers.Promotion “ We are not heavy advertisers .” .
Mr. Sameer Suneja CEO. as they both play a vital role in the creation of a product's distinctive personality and market positioning. advertising is not simply means to access. Perfetti Van Melle has always paid special attention to advertising. in terms of investments and creativity. PVM India To consolidate its worldwide market presence. . it is one of the most important parts of strategic development. For Perfetti Van Melle.
Internet. press. The promotion strategy adopted by Perfetti can be divided into three major sub-divisions: • • Advertising Sales Promotion . Perfetti Van Melle has in depth knowledge of the contemporary media. as well as customs and conditions in each particular country.Television. radio. effectively differentiating their use according to their specific target groups.
Like in other FMCG categories. large confectioners spend 12 to 13 percent of their revenues on advertising. Perfetti spends close to 15 crore on its advertising campaigns. They use generic tagline . given the clutter in the Confectionary market. bizarreness (Happydent and Chlormint) and fun in liberal measures in all its commercials.• Events and Experiences Advertising Innovative advertising is the only way to create brand salience. Perfetti puts humour (Center Fresh). emotion (Alpenliebe).
it became one of the first companies in India to start major online initiatives for its brands. . “Dobara mat puchna” for Chlormint and “Dimag ki batti jala de” for Mentos. Perfetti also used newer media such as the Internet (ads) In doing so.for its products which suits the Indian scenario and catch the customer mind. there is “Zubaan par rakhe lagaam” for Center Fresh. Perfetti have also roped in Kajol as a brand ambassador for Alpenliebe and Salman and Sohail Khan as brand ambassadors for Chlormint. Thus. While the promotions for Center fresh had been predominantly TV-led.
Sales Promotion Perfetti started the concept of add-ons like whizzler which boosted sales of the chewgum industry in a major way. Perfetti also came up with redemption contests for its cricket trump cards for its Center Fresh brand. which were meant for children. has also adopted a unique way to reach to its consumers. They introduced whizzler . Perfetti Van Melle. The company has tied-up with the famous 'Dabbawalas' of .
Perfetti associated itself with the Cricket World Cup through its Center Fresh brand. hoardings and TV . It became the official chewing gum of the World Cup. Perfetti distributed 2 lakh Mangofillz thus reaching a massive consumer base.on the packaging. the famous tiffin in Mumbai. Events and Experiences In 1996. the rationale being that cricketers like to chew gum on the field. billboards.Mumbai to distribute its newly launched Mangofillz candy with each Dabba. The brand emphasized its cricket connection .
Free samples were passed around outside the stadiam on match days.commercials. . Sales took off and the "official chewing gum" status continued for some years.
Analysis of the Promotion Some other innovative ideas that could help the company considerably in the promotion of its brands can be noted down as follows: .
etc. they can coordinate with colleges and promote events as the brands like Center Fresh is very famous amongst the college going crowd. and have their boxes kept at the billing counters which would give Perfetti visibility and it’s a proven way to increase sales also in a way. • . Big Bazaar. • Again. Toll booths and ticketing counters at various places can also provide Perfetti products in place of change due to the advantage of its low price point. Metro.• Perfetti can have tie ups with major retailing outlets like More.
• • After tie ups with major television networks. Also they can associate themselves with stationery products by which they would be targeting their segment which are the teenagers. Bundling their products will help and would be a winning strategy. Perfetti can also approach airline companies to provide Perfetti products along with their in-flight meal. .
(Story) .V.• Advertisement T.
titled Small Talk. Not to forget. it manages to do what most confectionery brands do once the ad finishes – let you have a hearty laugh! .1- The latest film that promotes the brand's Zubaan pe rakhe lagaam proposition takes a crack at the typical Indian habit of talking more and working less The recent TV commercial. is back with a subtle crack at the typical Indian phenomenon of talking more and delivering less – something which is widely prevalent from the top-rung bureaucrat to the common man.
an inspiring politician surrounded by his followers. an inspiring track plays in the background that speaks of growth. development and general happiness for all. a few zealous government clerks.The film is a montage featuring an apparently pumped up and proud IPS officer. a couple of dedicated cricketers and a genuinely concerned team of doctors. . as interspersed shots of technologically advanced jets flying. All the while. children happily running to their schools and a field with a bumper harvest creates the impression of jobs getting done.
While initially one is lead to believe that the film glorifies the path to India's growth and development. the latter portion reveals the work less . On the other hand. the politician was actually busy deciding the evening snacks. The song stops as the dialogues related to the scenes pour in. It is revealed that while the police officer was busy talking about a Bollywood movie with a lot of vigour. the young lot of cricketers and government officers were busy discussing women. the film stops and rewinds to show the real picture. while the doctor discussed division of his plot of land over a patient on the operating table. with the TVC being treated almost like an election campaign commercial.Just then.
. The film ends with the super and voiceover urging fellow Indians to 'talk less and work more'.and talk more attitudes of the perpetrators.
govt officials.The TVC opens with a patriotic song and runs through images of an ideal India. politicians. doctors. all are doing their best to bring India fame . where police. cricketers.
.Then the ad takes us to actual India. where the police officials are discussing not the job but a Shahrukh Khan movie.
MLAs and Politicians are picking upon the choice of Samose and Kacchori. .
.Government officials are discussing girls.
Cricketers again talking about girls.
While doctors other than operating the patient are fragmenting a piece of land.
. The TVC ends with the super "Center fresh Zubaan pe rakhe Lagaam".Then there's a VO: "Come on India Baatein kam Kaam zada".
“Yeh hai Center Fresh chewing gum. iske chabaane se zubaan par lagaam lag jaati hai. He gives his father a Centre Fresh gum. Suddenly he . The father quietly and smilingly goes through the report card continuing his chewing. with voice over in the background saying.2- The TVC opens on a young boy visiting his father in a factory. to aapne iska fayeda uthaya”. who readily starts chewing it. The son then presents his report card to his father and happily proclaims that he has failed again.
The TVC ends with the VO saying: ‘Centre Fresh sirf zubaan par lagaam lagati hai. haath pe nahi’. .slaps his son.
. where his son comes and gives him a Center Fresh.The film opens with a man at his workplace.
VO: “Yeh hai Center Fresh chewing gum, issey chabane se zuban pe lagam lag jaati hai, toh aapne iska kya faayda uthaya?”
The relaxed son now presents his report card to his father and says,“main phir se fail ho gaya.”
The father very calmly looks at the report card, doesn't say anything and gives his son a tight slap.
.The son is left all zapped because of the unexpected slap.
The ad ends with the VO declaring. “Center Fresh sirf zuban pe lagam lagata hai. haath pe nahin.” .
Print (ads) 1- .
○ Internet. . Press.• Media ○ Television. ○ ○ Radio.
• Offers ○ Free one Whizzler with stick pack. effectively differentiating their use according to their specific target groups. .Perfetti Van Melle has in depth knowledge of the contemporary media. as well as customs and conditions in each particular country.
Questionnaire 1. a) b) c) d) How often do you have Chewgum? 1-5 times a day 1-10 times a week More than 10 times a week Rarely .
Through which medium did you come to know about your preferred Brand ? . What quantity do you usually prefer to buy chewgum at one time? a) b) c) d) 1 piece 2 pieces 3 pieces More than 3 pieces 1.1.
a) b) c) d) e) Hoardings and banners Newspaper and magazines TV/radio Word of mouth Others ……………. 1. Do the following reasons influence your consumption of chewgum? ..
Reasons It provides enjoyment It tastes very good Its like a mouth fresher It gives me energy Strongly disagree Disagree Neither agree nor disagree Agree Strongly Agree .
. ………………………….. Rank the following Chewgum from 1 to 5.. with 1 being least preferred and 5 being most preferred: a) b) c) d) e) Center fresh Boomer Center fruit Orbit Others (please specify) …………………………. .………………………….2. ………………………….. …………………………...
6 How important are the following factors for purchasing a CENTER FRESH ? FACTORS Flavor Very less important Less important No Influence Important Very Important .
Availability and Convenience Price Frequency of advertisement Brand value /brand name Promotion schemes/discounts .
Please rate your satisfactory level of CENTER FRESH based on the following features. .Visual appeal of packaging Previous Experience Family/friends opinion 7.
Very poor. Poor. Normal-3.1] No 1 2 3 4 Price Quality Brand name Availability of the products Factors Rate .(Highly satisfied-5.2.4. Satisfied.
How satisfied are you with CENTER FRESH compared with the others substitutes available in the market? Highly satisfied Dissatisfied Satisfied Highly Dissatisfied Neutral .5 6 Flavor of the products Packaging 8.
9. Suggestions: ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- .
.. Age a) 10-20 b) 21-24 c) 25-28 d) 29 and above ............................Personal Details 1... Name .... 2........
3. Occupation a) b) c) d) Student Working Business Others .
I observed that most of the people know about their preferred brand by TV and Radio.Observations 1. Most of the people use chewing gum as a mouth freshener. 3. . After conduct survey I observed that most of the people use chewing gum 1-5 times in a day. 2.
5. people ranked first to center fresh. According to the response of the survey on the basis of questionnaire.4. Most of the people prefer to purchase center fresh because of its○ Flavour ○ Availability and convenience ○ Brand name ○ Visual Appeal of packaging .
People rate their satisfactory level of center fresh on the basis of these features○ ○ ○ ○ ○ ○ Price Quality Brand name Availability Flavour Packaging 3 4 5 5 4 4 .1.
Satisfied-4. Poor-2. Very poor-1 ) 1. . People are Satisfied with Center Fresh compared with the others substitute available in the market.( Highly Satisfied-5. Normal-3.
news papers and magazines.Recommendations • • According to the consumer’s response company should promote the brand through Hordings. Company should launch some sugar free products. .
.• Company should do some extra work on its flavor. promotion schemes and discounts.
Limitations • • • I performed online survey to know about consumer behavior regarding Center Fresh Chewing Gum. Collection of Survey-result was not in proper way so its create problem to analysis the final results. . Lack of coordination by Retailers and shop keepers. but response was too late .
• Some of the people was not taking interest to fill up questionnaire. .
afaqs.com/advertising/storyboard/index.in www.mouthshut.com www.html?all=1 www.in/brands_centerfresh.perfettivenmelle.• • • • • www.perfettivanmelle.com/centerfresh www.scribd.html .
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