Perfetti van Melle SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 4550
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SWOT Analysis of Perfetti van Melle with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Perfetti van Melle

Parent Company

Perfetti van Melle

Category

Food Products

Sector

Food and Beverages

Tagline/ Slogan

Caring for excellence

USP

A trusted brand name in the confectionary and gum industry with a number of popular subsidiary brands

STP

Segment

People who like to have sweets or gum

Target Group

Kids, youth and middle aged people

Positioning

As a good quality confectionary brand available at affordable price

Product Portfolio

Brands

1. Alpenliebe                         2. Big Babol
3. Centre Fresh                     4. Mentos
5. Happy Dent                      6. Chloromint

SWOT Analysis

Strengths

1.Strong Brand value
2. A wide variety of confectionaries and gums
3. Popular subsidiary brands like Alpenlibe, Big Babool, Chlormint, Center Fresh, Mentos, etc
4. Strong distribution network

5,An employee strength of about 17000

6.It has a global reach, operates in around 130 countries

7. Effective marketing and advertising strategies for each of its subsidiary brands

8.Attractive packaging and high product quality

9.One of the largest confectionery maker globally

Weaknesses

1.Most of its products are targeted towards children except for chlormint like product, so limited consumer base

Opportunities

1.Reach out in the rural regions
2.Bring newer flavors to attract more consumers

3.Sponsor kids shows like reality contests, cartoon shows, etc.

4.Growing economies results in more opportunities

5.Use its established brand name to introduce new products like snacks, premium chocolates, biscuits, fruit juices, etc.

Threats

1.Parents reluctant to buy chewing gums/bubble gums for kids
2.Competition from local and international brands

Competition

Competitors

1.Cadbury
2.Kraft foods
3.Nestle Ltd

4.Wrigley’s

5.The Hershey Company



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