Perfetti van Melle SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Perfetti van Melle analyses the brand by its strengths, weaknesses, opportunities & threats. In Perfetti van Melle SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Perfetti van Melle to benchmark its business & performance as compared to the competitors. Perfetti van Melle is one of the leading brands in the food & beverages sector.

The article below lists the Perfetti van Melle SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Perfetti van Melle SWOT Analysis:

SWOT Analysis of Perfetti van Melle

For Perfetti van Melle, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Perfetti van Melle Strengths

The strengths of Perfetti van Melle looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Perfetti van Melle :

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

Perfetti van Melle Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Perfetti van Melle SWOT Analysis:

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

Perfetti van Melle Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Perfetti van Melle SWOT Analysis:

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.

Perfetti van Melle Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Perfetti van Melle are as mentioned:

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

Perfetti van Melle Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 5 competitors of Perfetti van Melle:

2.Kraft foods
3.Nestle Ltd


5.The Hershey Company

Hence this concludes the Perfetti van Melle SWOT analysis.

Continue reading more about the brand/company.

About Perfetti van Melle

Perfetti van Melle Overview
Parent Company

Perfetti van Melle


Food Products


Food & Beverages

Tagline/ Slogan

Caring for excellence


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

Perfetti van Melle STP

People who like to have sweets or gum

Target Market

Kids, youth and middle aged people


As a good quality confectionary brand available at affordable price

Perfetti van Melle Product Portfolio

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

The above mentioned brands are the prominent products under the Perfetti van Melle product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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