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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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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“To consolidate its worldwide market presence, Perfetti Van Melle has always paid special attention to advertising, in terms of investments and creativity, as they both play a vital role in the creation of a product's distinctive personality and market positioning. For Perfetti Van Melle, advertising is not simply means to access; it is one of the most important strategic development levers. Television, radio, press, Internet; Perfetti Van Melle has in depth knowledge of the contemporary media, effectively differentiating their use according to their specific target groups, as well as customs and conditions in each particular country.”1

- Perfetti Van Melle.

“The challenge is that in every piece of work that you do, across brands, has to be clutter breaking… in budgets that are very, very little. Our annual budgets would be less than what a beverage company would spend in a single month. And that puts so much pressure on us in terms of doing advertising, which is recalled through the course of the year. And if you start using the same fabric of advertising across all your brands, then every brand will start looking like each other. Hence it becomes a tough call again.”2

- Sameer Suneja, Head of Marketing3, Perfetti Van Melle (India) Pvt. Ltd., in 2007.

Creating Endearment through Advertising

In 2008, 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), evolved an ad campaign for its confectionery brand Mentos in India using an animated format. The ad, which depicted the evolution of man, giving it a humorous twist, got a strong initial response from the target audience scoring high on awareness and brand recall. Analysts felt that PVMI, which had made a good name for itself in India due to innovative advertising (ad) campaigns for its various brands including Mentos, had once again struck the right chord with its target audience.

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2] Anushree Bhattacharyya and Gokul Krishnamurthy, “Aam Zindagi, Perfetti Zindagi,”, May 28-June 3, 2007.

3] In February 2008, Sameer Suneja was appointed the CEO of PVMI. (Source: “Sameer Suneja Takes Over as the CEO of Perfetti Van Melle India,”, February 13, 2008.)


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