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Perfetti van Melle SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: August 04, 2023Read time:

Here is a detailed SWOT analysis of Perfetti van Melle covering strengths, weaknesses, opportunities and threats.

Perfetti van Melle 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

Above are the strengths in the SWOT Analysis of Perfetti van Melle. The strengths of Perfetti van Melle looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Perfetti van Melle Weaknesses

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

These were the weaknesses in the Perfetti van Melle SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Perfetti van Melle 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.

Above we covered the opportunities in Perfetti van Melle SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Perfetti van Melle Threats

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

The threats in the SWOT Analysis of Perfetti van Melle are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Perfetti van Melle SWOT analysis.

About Perfetti van Melle

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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