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PERFETTI VAN MELLE INDIA Sameer Suneja. he started his career at Colgate Palmolive. He became the Managing Director three years ago and is among the youngest Managing Directors in the country running a company with a turnover of 1200 Crores. Sameer joined the company as a Brand Manager in 1997 and subsequently moved to Milan for an International Marketing assignment where he spent a couple of years. Accredited as among "India's Hottest Young Marketers" in 2005 by Brand Equity and also one of "India's Hottest Young Executives" in 2008 by Business Today. Managing Director. Sameer joined PVMI during its start up days and has played a key role in the company's distinguished growth over the years. An MBA from IIM Bangalore ('94 batch). Sameer is largely responsible for building the brands at PVM and creating some memorable and award winning advertising.in . He returned to India in early 2002 and was the Head of Marketing and subsequently became Head Sales and Marketing. During his stint as a Managing Director. Perfetti Van Melle is the undisputed leader in sugar confectionery today and most of its brands are market leaders in their respective segments.perfettivanmelle. Perfetti Van Melle has been with the Indian confectionery major for 15 years now. From there he moved on to Frito-Lay before joining Perfetti Van Melle.MANAGING DIRECTOR-PERFETTI VAN MELLE SAMEER SUNEJA MANAGING DIRECTOR. Website: http://www. the company has seen exponential top line and bottom line growth.
Izaak Van Mella founded “Van Melle” in 1841. . “Perfetti” acquired “Van Melle” in Jan 2001 and became “Perfetti Van Melle”.GLOBAL OVERVIEW OF PERFETTI VAN MELLE Largest Manufacturer of Confectionary and Chewing-gum products. Two brothers Ambrogio and Egidio Perfetti founded “Perfetti” in 1946.
PERFETTI „S BRANDS IN INDIA Alpenliebe Center Fruit Chlormint Chocoliebe Creamfills Mangofillz Marbels Mentos Big Babol Center Fresh Happydent Wave Happydent White Sugar Free Lollipops Center Shock Fruitella .
forayed into the Rs 3.STOP NOT Perfetti van Melle. a leading confectionery maker.000 crore Indian packaged snacks market with its own brand of snacks called „Stop Not.‟ Launched in Dec‟11. . Currently available in “Golz”(ring shaped) category with 4 exciting flavours.
THE INDIAN SNACKS MARKET According to a study by McKinsey&Co.etc are some of the dominant players in the market. Frito-Lays. The Indian snacks market is worth around US$ 3 billion. The snacks Market in India is growing at a rate of 45 % every year. the Indian food market will grow two fold by 2025 with the rapidly growing Indian economy and improving lifestyles of Indians contributing in a big way to this growth. Haldirams. .
Hippo Haldirams. Mad angles.MAJOR COMPETITORS Frito-Lays-Kurkure. Tangles .Chips.wafers.mixtures ITC.Wafers.Cheetos Parle.Bingo. Lays.Uncle chips.
SWOT ANALYSIS ON STOP NOT Strengths STRONG BRAND VALUE : The product comes with the “PERFETTI VAN MELLE” tag so its needless to say it has a pretty strong brand value. it enjoys a strong financial reputation. . giving an edge over its competitors‟ product. UNIQUE PRODUCT : The company launched its snacks product which is quite different from what its competitors are selling.1200 crore company in India. STRONG DISTRIBUTION CHANNELS : As the company is already into dominant confectionary business. quite different from competitors‟. EXPERIENCED MANAGEMENT TEAM : The company is running by a quite experienced management team operating in India for the last 16-17 years. it doesn‟t require to explore for the markets. STRONG FINANCIAL POSITION: Being a Rs. ATTRACTIVE PACKAGING: The management has given the product a very impressive packaging. GOOD MARGIN FOR RETAILERS : The company is providing a good margin(substantially high but yet attractive) to its retail counters.
.WEAKNESS LACKS IN TASTE : Unfortunately.V. the product needs a review from its R&D team. DISTRIBUTORS’ LACK OF INTEREST : It has been observed that the distributors are not taking much interest in the snacks item as they are considering it as an extra burden due to its space consuming cartons. the product has failed to impress the masses due to its low masala content and spiciness. but shortage of stands for big packs at the retail counters might pose a threat to its sale. PACKAGING LOOKS SMALL : The packaging looks small as compared to the other snacks available in the market. “SPICY SOUTH” SALE IS STAGNANT : The “Spicy South” flavour is not doing good in the market as compared to its other flavours. SHORTAGE OF STANDS : The Product‟s demand is favourably high at the moment due to its intensive promotion through T. Therefore. advertisement.
REQUIRES A PRODUCT LINE : The product should be ready with a completely new set of snacks which should be improvised with more masala content and spiciness. . This can increase the sale of the big packs. The distributors are demanding extra carriage cost due to its space consuming cartons. else its brand might die. According to retailers the supply of “kurkure” is very stagnant at the moment. so its an opportunity for the product to increase its sales NEEDS A SEPARATE DISTRIBUTOR : The product requires separate sole snack selling distributor due to the lack of interest of confectionary selling distributors. SMALL NET BAGS : The big packs of the product requires small net bags for the retail counters who cannot afford to buy the quantity required for the stand and also who buy in low quantities.OPPORTUNITIES STAGNANT SUPPLY OF “KURKURE” : Brand “Kurkure” is one of the major threat to the product‟s sale. Otherwise the distributors might dump the whole snacks consignment into the wholesale markets which might affect the sale of the product and its availability in the retail market.
but surely we can give them a tough competition in near future. oyes are giving some percent extra in their packs resulting in large looking packaging of their product. if are able to improvise on our product range. We stand nowhere to its sales at the moment. kurkure. COMPETITORS SELLING EXTRA: All the major brands in the competition like Bingo. .THREATS MARKET SHARE LEADERSHIP : The major threat to the product is from the undisputed snacks leader “Frito-lays”. parle.
Keeping upto the expectations PVM came up with another impressive commercial for “Stop Not”.ADVERTISING From “Dimaag ki batti jala de!” to Zubaan pe Lagaam!”. A major chunk of their funds is kept aside for advertising. . in order for the advertising to deliver the desired results and Perfetti has taken care to ensure the same. Perfetti has done it all. advertising has to be backed by availability of the product. Also PVM has shown creativity in its packaging as well as communications and promotions. However.
MARKETTING MIX STRATEGY Product Strategy Price Strategy Place Strategy Promotion Strategy .
Stop Not variants have been developed by combining Indian food preferences with the most modern food processing technology. STOP NOT is a completely indigenously developed snack. Made hygienically.PRODUCT STRATEGY Perfetti has several mouth-watering and heavyselling candies as a part of their Product portfolio. Launched in Dec‟2011. using the best raw materials. Spicy South. . Tangy Tomato. Launching a snacks product added one more star to their credentials. inspired from the flavours of the Indian kitchen. and Khatti Metthi.Full Masala. Currently available in 4 flavors.
ANALYSIS OF THE PRODUCT STRATEGY The Major components of Perfetti‟s Products. which need to be analysed are: Design Packaging Quality .
“Stop Not” has managed to arouse interest in the consumer market. . “Stop Not” comes with a face print on its packaging with different colors for each of its flavours which makes them easily identifiable among the other brands.They have 3 ISO22000 certified manufacturing units located in Manesar. PACKAGING With its attractive packaging. Chennai and Rudrapur.DESIGN Each of Perfetti‟s various brands and their variants have distinct design features. QUALITY Perfetti focusses greatly on the quality of their products.
ANALYSIS: The company has been following an economic pricing strategy right from the starting. keeping in line with its competitors‟. For “Stop Not”. it has been aiming at maximising its market share by giving comparitavely higher margin and promotional offers to the retailers as compared to its competitors.a 5 rupee and a 10 rupee pack.PRICE STRATEGY For all we know. It launched “Stop Not” in 2 price segments viz. Perfetti has been following the simplest of pricing strategies. ..
ANALYSIS: With Distribution channels already been set for its confectionary products. .Chennai and Rudrapur. From these the distribution is done in four regions. the company does not have to explore for the markets for “Stop Not”. Mumbai. Kolkata and Bangalore to manage sales in the region.PLACE(DISTRIBUTION) STRATEGY Perfetti Van Melle manufacturing units in India are located in Manesar. and has branch offices in Delhi.
as they both play a vital role in the creation of the product‟s personality and market positioning. in terms of investments and creativity.PROMOTION STRATEGY To consolidate its worldwide market presence. The promotion strategy adopted by Perfetti for launching “Stop Not” are : Advertising Events and Experiences . Perfetti has always paid special attention to advertising.