 Perfetti brands have long heritage (Up to three generations) Normally parents (Decider) buy

such products for young kids who would prefer this brand as they have been seeing and
consuming it in their childhoods.
 High availability across the globe (Placement and promotion)
 Focus on Product intrinsic, carrying legacy, being relevant and fresh in consumer mind.
 Emphasis on Innovation and creativity
 Everything revolves around the “Consumer”
 Shapes play an important role
 Different product flavors in different locations. (Around 200 flavors of Chupa Chups depending
on consumer wants) High number of flavors can be justified by the ted talk we had: “The mind
doesn’t know what the tongue wants. So, add more flavors because we have to satisfy many
people, not a single one”
 European market: Bigger bags are bought (Later consumption), so more boxes have to be kept
in shop
 South Asian market: Single pieces are bought (Quick consumption), so around two three boxes
at a time in a shop are considered enough.
 Advertisements often relate to older generation too, although they aren’t direct consumers but
this technique can be helpful because they can still have different buying roles in decision
making.
 Some brands transform with time (preferences change)
 Several marketing tools used:
 Syndicated research, shopper driven, household data (e.g. “when is this particular product
consumed the most?” or consumer relation with brand etc.), social listening through different
media sources.
 The advertisements bring positive and creative messages (family members talking to each
other, children saying wise words etc.)
 The packaging plays a very important role. According to Mr. Afnan, “It is the first point of
contact of brand with consumer”
 The packaging shape and size doesn’t really change. However, better decomposable material is
now used considering social responsibility. This information is well received by consumers and
brand image gets better.
 Insights are taken by agencies, Research mostly done by independent third parties. Often in-
house research is also conducted. Normally “local offices of global agencies” are hired.
 Impulse buying products; usually present on cash aisles to generate consumer interest to buy.
 Usually sold on birthday parties/ travelling.
 Coinage plays an important role. (price points matter) These products are usually very price
sensitive, so this needs to be kept in mind.
 The competition: Market leaders are often local brands (Hilal is on top in Pakistan in
confectionary items)
 Retailers are very important for its market. They can help increase brand sales (Initiator/
Influencer) by presenting in better ways and maintaining availability.
 COVID has decreased the sales of in-store sales by 50-60% but increased the online sales by
around 500%. Adaptability is the key. (User friendly website played an important role)
 During COVID, people are mostly wearing masks. So, refreshing chewing gums sales increased
and the whole supply chain for this product worked towards catering increasing demand.
 Even after COVID, people would still stick to new normal (wearing marks, sanitization etc.) so
long-term planning needs to be done according to that. People would tend to buy products with
better immunity-increasing nutrients. Perfetti is trying to adapt to all these changes.
 Lesson for graduating batch: ‘They should know what they want to do”
 “Always look for people better than you”
 Genuinely care for people who you work with.
 There is no limit on human capacity unlike machines, hence HR is an important field
 Importance of Psychology in marketing
 Having lunches, dinners help to build good relations with your teams, hence greater return on
investment.
 Don’t b a victim of templates, be precise
 Analytical capability, handling big data, humans need to differentiate between them and
machines.

OBSERVATIONS

1) Long Heritage : Whenever there is an Alpenliebe ad on Dish TV (My grandfather says that he
used to bring it for my father etc.)
2) When we go to big stores like Metro, we feel awkward to buy single one. So we buy box.
3) When I take my nieces to shops, they start asking for the candies with the brightest and
radiant colored packaging. Often the shapes of packaging and the images of cartoons on
these products are very interesting for kids.
4) One of my nieces just wants a Kinder egg because of the toy. I, in my childhood used to buy
the bunties which were in the form of glasses which I used to wear. (Importance of
packaging shape)
5) When we have to go to meet some relatives who have little children, we bring some
candies. (social classes)
6) My brother, who is in the last stage of Chartered accountancy, always keeps one of his bag
pockets full of candies because of highly stressful assignments and exams. He says that one
of his mentors recommended this to keep the mind cool. (concept of opinion leader)
7) My father used to bring these products in large amounts whenever he returned from an
official tour to some other city/ abroad. Whenever a new limited edition flavor came of such
product, I used to taste it right away and now I realize that its perception in my mind of
being extra good made me consume more of it as long as it lasted.