MARKET ANALYSIS OF PERFETTI VAN MELLE

A minor research paper to be submitted in Partial fulfillment of the requirement for the award of the Post Graduate Diploma in Management
2010-2012 Submitted by :Syed Faraz 042/DSPSR/PGDM(FT)/10

Under the guidance of Ms.Seema singh Faculty DSPSR

DELHI SCHOOL OF PROFESSIONAL STUDIES AND RESEARCH

(approved by AICTE , Ministry OF HRD ,Govt of india , New delhi , India )

Declaration

This is to certify that Report entitled MARKET ANALYSIS OF PERFETTI VAN MELLE which is submitted by me in partial fulfillment of the requirement for the award of PGDM to Delhi School of Professional Studies and Research, Delhi comprises only my original work and has not been submitted in part or full for any other degree or diploma of any university. If any material has been taken from an external source of information then it has been properly cited in text and duly acknowledged under references.

(SYED FARAZ)

(Mrs. Seema singh) Supervisor

ACKNOWLEDGEMENT

I would like to take this opportunity to thank Ms.Seema Singh, my Business Research Paper coordinator, for giving me the inspiration to complete this project in such a limited period of time. I am thankful to her for providing us valuable inputs and suggestions on this project. I would also like to thank the all mine friends and neighbor for taking out the time from their busy schedule to fill up my questionnaire.

(Syed Faraz)

CERTIFICATE

This is to certify that the minor research project titled MARKET ANALYSIS OF PERFETTI VAN MELLE is an academic work done by Syed Faraz submitted in the partial fulfillment of the requirement for the award of Post graduate Diploma in Management from Delhi school of Professional Studies and Research under my guidance & direction. To the best of my knowledge and belief the data & information presented by him in the project has not been submitted elsewhere.

Mrs Seema Singh

TABLE OF CONTENT

s. no 1

Topics Declaration Acknowledgement

Page number

2 3 4 5 6 7 8 9 10 Certificate Introduction & Objective Introduction Research methodology Data analysis & interpretation Conclusion and suggestions Bibliography Questionnaire

Introductoion
The main purpose of this research is to know what is the market value and share of
Perfetti how much people like the products of Perfetti and who are the main

competitors of Perfetti

OBJECTIVE OF STUDY
To Understand the working of Perfetti vanmelle India pvt ltd. To study the market share of the perfetti vanmelle india pvt ltd. To understand the distribution pattern followed by perfetti vanmelle india pvt ltd To analyze the dealers perception towards perfetti vanmelle india pvt ltd and its

products. To suggest measures for improvement if any.

INTRODUCTION OF COMPANY
Perfetti Van Melle India, a subsidiary of the global conglomerate, started operations in 1994. A confectionery company of notable repute, it leads the Indian sugar confectionery market with more than 1/4th of the value share of the market, takes care of the development of south Asian markets and exports to other Asian countries. With a basket of 13 main brands, the company strives to leverage the international brand portfolio, while adapting flavours and blends to the local tastes. Center Fresh was the first brand offering, followed by Bigbabol and Alpnliebe in 1995..

VISION & MISSION

Vision They will enhance their world leadership in confectionery by creating value for people through delightful and imaginative high-quality products. Mission They at perfetti Van Melle: Develop, manufacture and market high-quality and innovative products for their consumers through efficient use of their resources and in partnership with their customers.
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Create a fulfilling workplace for their employees built on trust, mutual respect and appreciation of their diversity.

Value the role they play in their communities, as a socially and environmentally committed organization.

GLOBAL PRESENCE
Perfetti Van Melle is global confectionery company that manufactures and distributes sugar confectionery and chewing gum products in over 130 countries the world over. Today Perfetti Van Melle is the worlds third largest confectionery Group, marketing strong international brands like Mentos, Fruit-tella and Alpenliebe.

PERFETTI VAN MELLE IN INDIA

Perfetti Van Melle exploded onto the Indian market way back in1994 with a single brand, Center Fresh, when the gums category of confectionery stood at 40 crores. In the last ten years they have traveled from having a single brand to having 10 brands today. Since then, Perfetti Van Melle has contributed extensively to the total gums market. They have now become one of the most significant names in the Indian confectionery market. Their Objectives Perfetti Van Melle India has identified in children, the future of the society, one of the main objectives of its welfare initiatives. Perfetti Van melle India thus intends to work with children, to provide health services and to impart vocational training. This will be done with the active

involvement of employees, in cooperation with NGOs and industry associations, by identifying opportunities which directly translate into benefit for the community.

Project for Children

Organisation : Khushboo Welfare Society Project : The inauguration of a new school in Gurgaon on December 8, 2003. Institution opened in January 2004 with the new physiotherapy unit. Objective : To help support the organization and its school for the physiotherapy treatment of mentally and otherwise disabled children. PVM India involvement: Perfetti Van Melle provided equipment for the physiotherapy unit as well as a generator for uninterrupted service. They also undertake the maintenance of the building.

Organisation : Sankalp Project Objective of : The inauguration of a new school in gurgaon in March 2004. : To help support the organization and its school for the education needs the children.

PVM India Involvement: Perfetti Van Melle provided school stationery such as notebooks and drawing sheets for the school.

Organisation : Good Life Centre

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Project Objective

: An orphanage in Chennai. : To help support the nutrition of children and orphans.

BRANDS & THEIR VARIANTS

1. Alpenliebe Alpenliebe Candy, Alpenliebe Lollipop, Alpenliebe Creamfills, Alpenliebe Mangofills Center Fresh
2. Big Babol

3. Happydent 4. Center Fruit 5. Chlormint

Chlormint Candy, Chlormint Freshfills, Chlormint

1. Mentos 2. Marbels 3. Fruittella 4. Chocoliebe

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MAJOR COMPETITIONS
1. Cadburys clairs, Halls 2. Wrigleys

Orbit, Boomer, Solano

1. ITC

Minto Fresh, Candyman

1. Lotte

Spout, Buffroo

1. Parle .

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RESEARCH METHODOLOGY
MARKETING RESEARCH The complexity of management decisions making has increased greatly during recent years. This is truly an account of dynamic factor affecting the marketing of goods and services, so as to reach decision making.

DEFINATIONS :The term Research means investigation to find one new facts or to collect additional information about problem. RESEARCH METHOD SOURCES OF DATA RESEARCH TOOL SAMPLE SIZE SAMPLING AREA : Analytical and Statistical Methods. : Primary and secondary Data : Structured Questionnaire and interviewing : 100 Stores : EAST Delhi
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DATA ANALYSIS AND INTERPRETATION

Comparison between Happydent and Orbit.

In a Survey of 100 Retail Shops in east Delhi. 67 Retailers said that Orbit has more demand in comparison of Happydent while remaining 33 Retailers said Happydent has more demand over Orbit.

Comparison Between Mentos and Minto Gol.

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In a Survey of 100 Retail Shops in East Delhi. 86 Retailers said that Mentos has more demand in comparison of Minto-Gol while remaining 14 Retailers said Minto-Gol has more demand over Mentos.

Comparison between Chlormint and Minto-Fresh.

In a Survey of 100 Retail Shops in South Delhi. 82 Retailers said that Chlormint has more demand in comparison of Minto-Fresh while remaining 18 Retailers said Minto-Fresh has more demand over Chlormint.

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Comparison between Chocoliebe and clairs

In a Survey of 100 Retail Shops in East Delhi. 70 Retailers said that Chocoliebe has more demand in comparison of clairs while remaining 30 Retailers clairs has more demand over Chocoliebe.

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Comparison between Alpenliebe Lollipop and Pimpom.

In a Survey of 100 Retail Shops in East Delhi. 88 Retailers said that Alpenliebe lollipop has more demand in comparison of PimPom while remaining 12 Retailers PimPom has more demand over Alpenliebe Lollipop.

Comparison between Alpenliebe Mangofills and Parle Kaccha Aam

In a Survey of 100 Retail Shops in South Delhi. 65 Retailers said that Alpenliebe Mangofills has more demand in comparison of Parle Kaccha Aam while remaining 35 Retailers Parle Kaccha Aam has more demand over Alpenliebe Mangofills.

MARKET SHARE OF PERFETTI VANMELLE INDIA PVT LTD.

CONCLUSION AND SUGGESTIONS

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Conclusion
1. Company is leading market in all the categories in which they exist 2. 3. Company is having an edge over its competitors Distributors are not able to cover all outlets.

4. Promotional Schemes are very effective.

Suggestions
1. Company Should Provide in-pack Schemes for the retailers
2. Company Should take more promotional steps to increase the market share of

Chocoliebe in the market 3. Company Should take some steps to increase the share in Bubble Gum category 4. Company should provide various displays to the retailers. 5. Company should take actions to motivate their employees. 6. Company should give proper incentives to their employees.

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BIBLIOGRAPHY
WEB SITES
1. http://www.perfettivanmelle.com/ 2. http://www.business-standard.com/india/news/perfetti-van-melle-gum-power/400298/

BOOKS

1. Michael, J. E., Bruce, J. W. and Williom, J. S. (13th Edition, 2004). Marketing

Management.Tata McGrawHill, New Delhi

2. Philip Kotler. (2003). Marketing Management: Analysis, Planning, Implementation &

Control. Prentice Hall of India.

MAGAZINES
1. Business Today 2. Business India

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Annexure: Questionnaire

QUESTIONNAIRE
1. Retailer

Name
2. Address

..
3. Contact

Name
4. Contact

Number 5. Which brand has more demand from the two :

i. a) Happydent

b) Orbit

..............................
ii.a) Mentos

b) Minto Gol b) Minto Fresh b) clairs b) Pim Pom b) Parle Kachha Aam

iii.a) Chlormint

iv.a) Chocoliebe

v.a) Alpenliebe Lollipop

vi.a) Alpenliebe Mangofills

1. Total Number of Brands in the

shop.
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2. Brands Analysis a) Perfetti ..

b) ITC

c) Wrigleys

d) others ..

3. Does advertising influence the customers choice?

.. 4. Whether the customer asks the product by particular name or what so ever is available they take that? ....................................................................................................... ................................
5. If Suppose one company provide you more sales promotion tools like :

(Umbrella, Torch, Banners, Displays, Dispensers, etc.). Would you shift towards that group or not?

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