Perfetti Van Melle: Marketing Mentos in India


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG190 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Communications/ Advertising Management/ Brand Management
Case Length : 19 pages
Period : 2002-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Perfetti Van Melle
Industry : Confectionery
Countries : India, Europe

Abstract:

When Perfetti Van Melle (India) Pvt. Ltd. (PVMI), the wholly-owned subsidiary of the world's third largest confectionery company Perfetti Van Melle S.p.A. (PVM), launched Mentos in India it realized that the global positioning of the brand was not cutting much ice with the Indian audience. Globally, Mentos was PVM's biggest brand and the world's second largest confectionery brand. It was marketed on the 'freshness'platform with the pay-off line 'The Freshmaker'. In India, after initially extending the global positioning of the brand, the company adapted the communication strategy to position Mentos as a fun brand with advertisements (ads) created by Ogilvy & Mather India Ltd. (O&M) in 2003.

Some very creative ad campaigns followed, which, along with other online initiatives such as the award-winning Mentos Helpline, helped make Mentos a strong brand in the low-value, low-margin, fragmented sugar confectionery market in India.

Issues:

Understand how the European confectionery major Perfetti Van Melle made Mentos a big brand in the Indian sugar confectionery market.

Understand the pros and cons of extending the global communication strategy of a brand to new markets vis--vis adapting the communication strategy to suit local preferences.

Understand the issues and challenges in devising a communication strategy for a low involvement product.

Understand the pros and cons of using different appeals in advertising and in using different ad formats.

Appreciate the importance of advertising in influencing consumer behavior especially in products that are bought on impulse.

Contents:

  Page No.
Creating Endearment through Advertising 1
Background 2
Marketing Mentos 4
Online Initiatives 7
Results 8
The Evolution of the Ad Campaign 10
Outlook 12
Exhibits 13

Keywords:

Marketing communication, Communication strategy, Advertising, Creativity, Positioning, Brand building, Pay-off line, Awareness, Brand recall, Jingle, Consumer behavior, Socioeconomic classification, Involvement, Personality, Social networking, Click through rate, Word-of-mouth, Perfetti Van Melle, Confectionery, Cadbury, Wrigley

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