Perfetti Van Melle Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 23, 2017
Marketing Strategy of Perfetti Van Melle analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Perfetti Van Melle marketing mix, help the brand succeed.
Perfetti Van Melle marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Perfetti Van Melle Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Perfetti Van Melle Product Strategy:
The product strategy and mix in Perfetti Van Melle marketing strategy can be explained as follows:
Perfetti Van Melle has a variety of brands under its belt. Most of them fall in the candy category and rest in the chewing gum category. Some of the global brands under Perfetti Van Melle are Alpenliebe the hard candy which comes in caramel, strawberry and fruit flavors. Mentos the chewy candy which again comes in fruit and mint flavors. Chupa Chups are the lollipops which come in more than 100 flavors some of which are watermelon, cola, strawberry, apple, caramel and orange flavors. Perfetti Van Melle also has regional brands in its marketing mix product offering which are available in select countries. Big Babol is the bubble gum brand which is sold in India, Italy, Turkey and China. Center Fruit is the liquid filled bubble gum which comes in a variety of flavors. Perfetti Van Melle’s HappyDent White is the sugar free chewing gum brand which falls in the category of teeth protection category. It also made its entry into the snack market with ‘Stop Not’. Vivisol and Vivident are the two sugar-free gum brands which it sells exclusively in Italy. Golia and Klene are its liquorice candy brands. Frisk are the extreme freshness tablets to give the hit of mint. Mellers, Smint, Morositas and Sula are some of the other brands that it has.
Perfetti Van Melle Price/Pricing Strategy:
Below is the pricing strategy in Perfetti Van Melle marketing strategy:
This market of confectionery is a hyper competitive one and hence the prices are competitive.
The pricing strategy in its marketing mix is highly dependent on the competitors. All the candies are priced very cheap. Single units of Alpenliebe, Mentos, eclairs etc. cost Re.1. Perfetti Van Melle poducts can be purchased by the masses from small shops. Stop Not is priced at Rs.5 for small packet and Rs.10 for the bigger one. Chupa Chups packs are priced at Rs.30 and Rs.250 for the bigger pack. HappyDent White packs come at similar prices. Alpenliebe packs come for Rs.50. There are discounts and offers during sale seasons on packs of these products. These can be availed at supermarkets and ecommerce sites. Perfetti Van Melle product prices are therefore very affordable to even school kids who are targeted to buy the products. Also some of the brands are present in rural areas where such prices are very attractive to the customers and affordable.
Following is the distribution strategy in the Perfetti Van Melle marketing mix:
Having a wide reach and great availability are the two main objectives of any FMCG company as far as bringing the products to the market is concerned. Perfetti van Melle has 31 manufacturing facilities around the globe and it sells its products to over 150 countries. For making the product available to the consumers in an FMCG industry it is quintessential to have a strong distribution network. Perfetti van Melle has very strong distribution channels across the globe. The products are available at the smallest of the shops in the urban as well as rural areas also, they are available at the super market stores where they can be bought in bulk. All the brands may not be available at the outlets but the regional ones which sell have been strategically stocked with the retailers to drive the sales. Also, Perfetti Van Melle products can be purchased in packs from ecommerce sites like Amazon, Big Basket Nature Fresh etc. Globally, they have an estimated 1,400 suppliers which consists of 800 packaging material suppliers, 600 Raw Material suppliers, and 10 distributors that supply both raw and packaging material.
There are around 5000 distributors of final products world-wide.
Perfetti Van Melle Promotion & Advertising Strategy:
The promotional and advertising strategy in the Perfetti Van Melle marketing strategy is as follows:
There is a great competition among brands to establish a loyal and wide customer base. And to do so they have to have the right promotion strategy. Perfetti Van Melle promotes its brands aggressively being in the FMCG industry. They spend heavily on TV advertising. They also advertise through newspapers and magazines. Perfetti Van Melle have their digital presence through Twitter, Instagram and Facebook where new products and advertisements are promoted. It has had famous Mentos ads which had the catchy slogan ‘Dimag ki Batti Jala De’. Bollywood movie star Kareena Kapoor has been the brand ambassador for Choco eclairs brand. The other advertisements usually don’t have celebrities in them. Perfetti Van Melle leverage the catchy taglines and content in the advertisements. They have had tie ups with airlines like Jet Airways to distribute Alpenliebe on flight to the passengers before take-off. They also give free samples in malls during the launch of a new products for example-Stop Not. This concludes the marketing mix of Perfetti Van Melle.
About Perfetti Van Melle:
Perfetti Van Melle is a confectionery and chewing-gum manufacturing company which is headquartered in Netherlands having 38 operating companies and selling its products in over 150 countries. Van Melle was founded in 1841 by Izaak Van Melle, whereas Perfetti was found in 1946 by brothers Ambrogio and Egidio Perfetti which was acquired by Perfetti in the year 2001 and thus became Perfetti Van Melle.
As of 2017 it has generated a net revenue of around 2,615 million Euros. Perfetti Van Melle is the third largest in this market globally only after Mondelez International and Mars with some of its brands being the market leaders in their respective segments.
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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