Perfetti van Melle SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Perfetti van Melle analyses the brand/company with 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 and industry. As of 2020, Perfetti van Melle is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Perfetti van Melle competitors and includes Perfetti van Melle target market, segmentation, positioning & Unique Selling Proposition (USP).

Perfetti van Melle SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Perfetti van Melle Brand Analysis
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
Perfetti van Melle Segmentation

People who like to have sweets or gum

Perfetti van Melle Target Market

Kids, youth and middle aged people

Perfetti van Melle Positioning

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.

Perfetti van Melle SWOT Analysis
Perfetti van Melle Strengths

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

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

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 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 Competition

Below are the top 5 Perfetti van Melle competitors:

2.Kraft foods
3.Nestle Ltd


5.The Hershey Company

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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