“Rakhe Zubaan Pe lagaam”

Introduction to the Company

•PVM Italy was incorporated in 1946
by two Perfetti brothers Ambrogio &
Egidio Perfetti.

•It is World’s 3rd largest Confectionary Under it’s Umbrella Perfetti

group. markets some of the most
popular global brands
•Global presence.

•The company has strong workforce.

• 35 operating companies throughout

the world.

• Perfetti S.p.A Acquired Van Melle

N.V. in March 2001, which was an
important step for the Group.

http://www.perfettivanmelle.com/
 Reasons for Success
Product Innovation Marketing Strategy
Perfetti as a Company are It uses the Marketing
pioneers in Candy Mix by thorough
Manufacturing and each research of the
product has its distinct market and the
features which later Target Audience.
becomes Brands. Develop strategies
that benefits the
consumers as well
as the retailers.
Advertising Strategy
Perfetti uses Humor(Mentos & Centre Fresh),
Emotion(Alpenliebe), Bizarreness(Happydent & Promotional Strategies
To consolidate its worldwide
Chlor-mint) and other creative aspects to reach
market presence, Perfetti has
its audience. Several AD Campaigns are also
always paid special attention to
carried on by the Company.
advertising, in terms of
investments & creativity, as they
both play a vital Role in the
creation of product’s personality
and market positioning.
 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 Abby for Happydent Protex & Centre Fresh, Cannes(Siver &
Bronze), Ad fest for Happydent White and Effie’s for Mentos.

A comic Character Bajrangi created by Centre Fresh , which keeps lying and gets
caught by his slipped tongue.

Impact of the AD on 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.
•Out of it, 39% came from chewing gum and 61% from candies. PVMI crossed
1,200 crores in 2010 and 1,600 crores in 2013.
 Product Launch
•Launched on 23rd September 1994.

•Launched first in Kolkata.

•Excellent Product Innovation.

•NP Chewing Gum were

Competitors.

•The Challenge.

•Excellent Market Research.

•Vast target audience.

It was an instant hit!

Success – from Product to Brand
• 100 crore Brand in less than 2 years.

• Brand Equity.

• Brand Recall through Effective PR plans.

The Catchy Taglines
 STP of Centre Fresh
Segment
People looking to have mint and gum

Target Group
Children
Youth
Middle & Upper Class people

Positioning
Its taste keeps your tongue busy, irresistible candy.

Competition-Competitors
Orbit White Chewing Gum
Boomer
Pass Pass
Ferrero
Lotte
 Innovation More Flavors Competitors
Unhealthy for it
consist of sugar 1.Cadbury
Brand Value Vast Market 2.Kraft foods
Price Constraint 3.Nestle Ltd
Promotion Sugar Free 4.Wrigley’s
Products
Packaging

Product Quality
 Titly Chatterjee
COP-MCP-16-51