Perfetti Van Melle: Marketing Mentos in India


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Case Details:

Case Code : MKTG190
Case Length : 19 pages
Period : 2002-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Perfetti Van Melle
Industry : Confectionery
Countries : India, Europe

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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.

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Creating Endearment through Advertising Contd...

Globally, Mentos was PVM's biggest brand and the world's second largest confectionery brand.4,5 It was marketed on the 'freshness'platform with the pay-off line 'The Freshmaker'.

When Mentos was launched in India in the early 2000s, the company initially extended the global positioning of the brand, but soon realized that this strategy wasn't cutting much ice with the Indian audience.

The company adapted the communication strategy to position Mentos as a fun brand with advertisements (ads) created by Ogilvy & Mather India Ltd.6 (O&M) in 2003.

PVMI launched some memorable TV commercials (TVCs) for the Mentos brand in India with the pay-off line, Dimag Ki Batti Jala De 7.

The ad campaigns banked on humor, and depicted slice of life situations built around the theme of 'smart thinking'. They were an immediate hit with the company's target population, the youth. The company also leveraged on online media to connect with the target audience as for instance, launching the award-winning Mentos Helpline (a fun site which provided quirky solutions to people's day-to-day problems) and the Mentos Friendsline (a social networking community). Realizing the immense consumer response, the company was also gearing up to increase the traffic to Mentos Helpline, which was developed by OgilvyOne Worldwide8 (OgilvyOne).

Excerpts >>


4] “Face-off: Sameer Suneja,” www.financialexpress.com, March 11, 2008.
5] “Mentos'Helpline with a Difference,” www.daydreaming.rahadian.com, July 15, 2007.
6] Ogilvy & Mather India Ltd. is the Indian arm of Ogilvy & Mather a leading advertising agency of the world. It is owned by the WPP Group and had its international headquarters in New York City, New York, USA.
7] This is a Hindi phrase that roughly translates to 'Lights up the bulb of your brain'in English.
8] OgilvyOne Worldwide is the Customer Relationship Management and interactive marketing arm of Ogilvy & Mather.

 

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