CENTER FRESH

Submitted to-
Mrs. Pooja Rastogi

Submitted By-
Tahmeena Raza
Mansi
Udit
Sanchit
Akshay
Akanksha
INSTITUTE OF MANAGEMENT STUDIES
GHAZIABAD
 ‘SUCCESS CAN NEVER BE ATTAINED WITHOUT PROPER GUIDANCE’

Nothing concrete can be achieved without an optimal combination of inspiration and perspiration. No work

can be accomplished without taking the guidance of the import. It is only the critiques for the ingenious

intellectual that helps transform product. This work is a synergistic product of many minds. This began as
part of project semester of our BBA program. We are grateful for the inspiration; encouragement

information and wisdom of many resource people who help us bring this report into life.

We would like to extend our special thanks to Mrs. Pooja Rastogi (our Honorable faculty of

Institute of Management Studies) for supporting and giving us the opportunity to work on this project., it’s

a field, where I wanted to work in and would like to share my view on.
“Words fail to express adequately, our feeling of deep gratitude, which we owe to all the people for

their invaluable counsel, constant help and continuous encouragement at all stages of this work.”

We would also like to thanks all, who helped me to complete my Survey.

Thank you all!

DECLARATION
We, Students of BBA Session 2010-2013, declare that the present work on product

“Center Fresh Chewing Gum” is an original work. I anywhere else for the award of any degree/ diploma/

certificate or for any prize have not submitted this project report. All the data given in the report is to the

best of our knowledge and all references whether of any person or organization can be crosschecked.
Thanks
PREFACE
This project has been prepared in the second semester of the Program Bachelor In Business

Administration. I have tried my best to present the best for my project on “CENTER FRESH

CHEWING GUM ” under the able Co-operation with my team.

 CONTENTS
1- Introduction 6-13
1.1 Company Profile
1.2 Segmentation basis
 1.3 Target Market
1.4 Positioning
1.5 Competitors
1- Product 14-18
2.1 Introduction
2.2 SWOT Analysis
2.3 Design
2.4 Features
2.5 Flavors
2.6 Size
2.7 Packaging
2.8 Quality
2.9 Ingredient
2.10 Logo
2.11 Punch line
 2.12 Uses
1- Price 19-20
2- Place 21-22
3- Promotion 23-32

5.1 Advertisement

• T.V. (Story)
 • Print

5.2 Media

5.3 Latest offers & Schemes

1- Questionnaire 33-35
2- Observation 36
3- Recommendations 37
4- Limitation 38
5- Bibliography 39

Company Profile

Perfetti Van Melle is a European global manufacturer of confectionery and gum. It was formed by the 2001
merger of Perfetti of Italy with Van Melle of the Netherlands, having its corporate headquarters in Lainate
(Milan), Italy and in Breda, Netherlands. Perfetti Van Melle bills itself as the third largest confectionery
manufacturer in the world after Kraft Foods (owners of Cadbury plc) and Mars, Incorporated (owners of
Wrigley). It employs 17,000 people via 30 subsidiary companies and distributes its products in over 130
countries.

Perfetti Van Melle India (PVMI), a fully owned subsidiary of the global conglomerate Perfetti Van Melle,
started its Indian operations in 1994. The company today enjoys close to 30% market share, thus making
them one of the leading players in the confectionery industry in India today.
Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh, followed by
Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos, Fruittella, Cofitos, Happydent
and Marbels followed subsequently, which will be explained in detail later under the company’s product
strategy. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size
of Rs.3000 cr.
Special care has been taken by the decision makers at Perfetti to make sure they consider all the aspects
which will help them to understand what the Indian consumer likes. The products had to be adapted
according to the Indian climate like increase in the shelf life and the composition of the product.

Perfetti Van Melle has adopted an aggressive sales strategy to retain the market leader position in the
confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA),
distributors & sales force. Another striking feature of this company is that in India alone it has a network of
around 4,500 distributors spread across 2000 urban towns.
Also, the advertising strategy followed by PVMI has managed to capture the attention of the Indian
audience.
Company’s Business Principles
Vision
We will enhance our world leadership in confectionery by creating value for
consumers through innovative and gratifying high- quality products.

Values

Living the Perfetti Van Melle Values requires courage, vision, trust, commitment, and pragmatism.
Strong brand building
Perfetti Van Melle has also shown creativity in its packaging as well as communication and promotions.
Big Babol redemption contests, Cofitos Click Card promotion are examples of this. Alpenliebe, Big Babol,
Chlor-mint are all brands built in the past decade and advertising has played a key role in the same. A series
of conventional and non-conventional branding techniques and media innovations have been utilized to
promote the company's products in India. Besides media vehicles like television, radio (FM), press, outdoor
and on ground activities as well as “point of purchase” promotional material have been used tactically,
across the country. The company believes in being flexible when deciding spends on a specific brand and
lets the market factors determine spends on the brand and on different media vehicles. However,
advertising has to be backed by availability of the product, in order for the advertising to deliver the desired
results and Perfetti has taken care to ensure the same.
Products

Some of the products they manufacture include:

 Mentos mints
 Airheads fruit chews
 Frisk mints
 Fruittella chews
 Vigorsol gum
 Vivident gum
 Chlormint gum
 Happydent mint gum
 Golia liquorice gummy candy
 Alpenliebe caramel chews
 Big Babol gum
 Meller caramel chews
 Brooklyn Chewing Gum
 Center Fresh gum in India
 Chupa Chups[1]
 Smint

Perfetti Brands in India

 Center fresh

 Center fruit

 Center shock

 Alpenliebe

 Alpenliebe creamfills

 Chlor-mint
 Chocotella

 Cofitos

 Fruittella

 Happydent white

 Marbels

 Mentos
 Chocoliebe

 Big babol

 Alpenliebe lollipop

 Chatar patar
Key success factors in India

The Indian confectionery market is very different from the global market. While India is primarily a mono pack
market, globally the confectionery market is a multi pack market. The trade is also Significantly different with the
global market relying heavily on organized trade. In India, unorganized mom and pop retail outlets such as paan
shops and kirana outlets result in the bulk of sales. Organized trade is still insignificant in terms of sales. Functional
products and sugar free confectionery dominate the world-wide market, while that trend is yet to pick up in India.
Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh, followed
by Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos, Fruittella,
Cofitos, Happydent and Marbles followed subsequently. PVMI enjoys a huge brand recall among
its consumers which form a total estimated market size of Rs.3000 cr.

Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have been
launched after considerable market research and insight so as to adapt to the likes and preferences of the
consumers. The climatic conditions of the Indian geographical region have been
kept under consideration for product composition and long shelf life.

In the year 2008 PVMI clocked close to 850 Crores. The PVMI manufacturing units in India are located in
Gurgaon and Chennai with another plant commissioned at Rudrapur, Uttaranchal in 2007. The Indian
subsidiary also takes care of the development of South Asian markets and exports to other Asian countries.
Perfetti Van Melle has adopted an aggressive sales strategy to retain the numero uno position in the
confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA),
distributors & sales force. Perfetti Van Melle India has a network of around 4,500 distributors spread across
2000urbantowns.

PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint,
Alpenliebe and Mentos which have won several awards for the company like the Abby for Protex
Happydent & Centre Fresh, Cannes (Silver & Bronze) & Ad fest for Happydent White and Effie’s for
Mentos.
Segmentation
• Customers are people, so differ considerably. The marketing now-a-days is very customer driven,
changes are continues and the customer needs are never the same.
• Perfetti Van Melle makes use of a demographic segmentation. Demographic segmentation consists
of dividing the market into groups based on variables such as age, gender, sexual orientation, family
size, family life cycle, income, occupation, education religion, ethnic community and nationality.

• The marketing people identify different ways to segment the market & develop profiles of the
resulting market segment.

• Product which perfetti offers in the market are very universal on the basis of consumption.

• The age group that Centre Fresh is targeting is quite wide, from 8 years to 24 years .
Target Market
There are some relevant points which can decide the target market of Perfetty Ven Melle India Pvt. Ltd

• Alpenliebe and Chocoliebe Kids and Youth

• Big babool Kids

• Center Fresh Kids and Youth

• Chlormint Youth

• Happy Dent Youth

• Mentos Youth
So according to the above points we can say the company is targeting kids and Youth.

Competitors
Hidden Competitors in India

• Pan
 • Flavoured supari

• Chutki

• Pass Pass

Competitors

• Orbit

• Pim pom
• Boomer

• Juicy Fruit
Positioning
Currently Center Fresh is positioned on the platform of great taste which make them prefer to chew than
speak. Center fresh truly Rakhe Zubaan pe lagaam

Constant re-invention of brands

The company continually works towards developing its brands and goes to the extent of re-inventing the
same if the situation demands. An example is the brand Cofitos that was re launched at a lower price point
because of the market demands. Variants of Alpenliebe were also launched in the year 2002 to take the
brand forward and to create excitement in the market. Similarly the company has worked on the positioning
of brands like Chlor-mint and modified the same in order to develop it further. in June 2009 Center Fresh
has launched a new campaign “India, baate kam, kaam zyaada” as an extension to the brand thought
“Zuban pe rakhe lagaam”.
The agency was tasked with creating a new approach for the existing brand proposition. The film shows a
group of policemen, office executives, politicians, doctors and two cricketers seemingly engrossed in
serious discussions in their respective fields. This is accompanied by an audio praising the talent and future
of India. Cut back to the same set of people actually discussing about the most mundane things which are
absolutely not related to their respective professions. This is followed by the voiceover “India, baate kam,
kaam zyaada”.
Product: (Center Fresh)
Center fresh is a product of Perfetti Van Melle confectionery. Globally, Perfetti Van Melle ranks third in
the confectionery sweepstakes after Mars and Cadbury. L argest manufacture of confectionery and chewing
gum products. Two brothers ambrogio and egidio perfetti founded perfetti in 1946. Izaak van mella
founded van mella in 1841.Perfetti acquired van mella in Jan 2001.

But in India, it leads the pack with a 25 per cent share of the Rs3,000-crore (Rs 30 billion) per annum
market. I ndia, in fact, is the only country out side Italy where Perfetti is ahead of both its rivals.

Center Fresh, the flagship brand of Perfetti Van Melle's was launched in 1994. It was the first liquid filled
chewing gum which has tantalized the taste buds of millions of Indians and is a house hold name today.
Over the years, Center fresh has grown to become the largest selling gum brand in India.
Analysis of the Product
SWOT Analysis
Strength

• Innovation

• Promotional Tactics
 • Packaging

• Quality

Weakness

• Maintaining technology superiority

• Price constain

Opportunity
 • Innovation within the brand

• Sugar free products

Threats

• Competition from International Brand

• Competition from Domestic player

The components of Perfetti’s products, which need to be analyzed are:

• Design
• Features
• Flavours
• Size
• Packaging
• Quality
• Ingredients
• Logo
• Punchline
• Uses
Design

Each of Perfetti’s various brands and their variants have distinct design features. By just looking at a unit of candy,
one can identify with the brands. Center Fresh is in the shape of a rounded square while Big Babol has an
unmistakable rectangular shape. Also, the various flavours of each product come in different colours, making them
easily identifiable.

Features
Each offering that is part of Perfetti Van Melle’s product basket has a unique feature. This makes each of Perfetti’s
individual products stand out to the customer.

Big Babol is the non-sticky bubblegum which can blow bigger bubbles, Chlormint is the mint with Herbasol,
Happydent helps keep teeth naturally white and Mentos is the candy with a crunchy and chewy texture rolled into
one., while center fresh keep the mouth fresh.

Flavours
• Spearmint

• Peppermint

• Sweetmint
Size

• Mono pack

• Stick pack
Packaging
With its attractive packaging, Perfetti Van Melle’s products have managed to arouse interest in the Indian consumer.
Perfetti’s products come in attractive packages, both design-wise and size-wise.

Most of Perfetti’s products clearly display the brand name and the actual product form and colour of the product
inside on its packaging. This attracts the customer to the product more effectively. For brands like Big Babol and
Center Shock, the company has used bright colours on their packaging and for Fruitella, they have displayed the fruit
that the flavour is derived from.
Perfetti also gives its consumers several options to choose from where the size of the packaging in concerned, i.e.,
the quantity that the buyer wishes to consume. Alpenliebe, Big Babol, Center Fresh, Chocoliebe and Mentos are all
available in both singles packs as well as in sticks of a higher quantity. Chlormint and Happydent are available in
single units and flip-top packs, while Happydent is also available in blister packs, giving the consumers a variety of
options.
Quality

Perfetti Van Melle focuses greatly on the quality of their products. They have three manufacturing units in India,
located in Manesar, Chennai and Rudrapur, all of which have been certified to the requirements of ISO 22000:205,
by SGS International. ISO 22000 is an international Food Safety Management System.
Also, the products being human consumables, all the Food Preservation Requirements warranted by the Prevention
of Food Adulteration Act, 1955 and subsequent amendments are applicable and complied with.

In addition to all this, Perfetti Van Melle India practices comprehensive protocol for maintaining hygienic practices
of the highest order in its manufacturing facilities. The quality of output is controlled by suitable batch-making, in-
process sample testing, process monitoring, etc. take care of the necessary output quality.

Ingredients
• Sugar

• Gum base

• Liquid Glucose

• Humectants(422-420)

• Acidity regulators (330)

• Antioxidant (320)
 • Synthetic Food colour (133)

• Flavours (natural and nature

identical flavouring
substances)

Logo
Punch line

• Baaten kam kaam zyada

• Zubaan pe rakhe lagaam

Uses
• It provides enjoyment

• It tastes very good

• Its like a mouth freshner

Price
For all we know, Perfetti has been following the simplest of pricing strategies. Most of it’s products are
available in the market at two basic price points, i.e. 50 paisa for a mono pack, which has a single tablet and
Re. 1 for brands like Center Fresh, etc. The prices of different products do not vary from region to region,
i.e. the part of the country they are being sold in, they are same throughout. But almost all of the products
are available in different kinds of packaging. Here’s a look at some of the products the company offers:

Center Fresh
• Earlier it was available for Rs 1.5 per unit for several years, which included a huge profit margin,
but then it was reduced to Re1.
• It is also available in the form of a stick, which has 5 pieces for Rs. 5.
 Analysis of the Price
The company has been following an economic pricing strategy right from the starting. It has been aiming at
maximizing its marketing share by keeping its products at a very low cost so that everybody can buy them.
Earlier there were only the smaller units that were freely available in the market, and hence the profit
margin for the retailers was very less, so the prices were a little higher. But then, the company realized the
need of bigger packaging and hence came the plastic jars and the 1kg packaging. As already the pricing of
the product is very low, there is no use giving any discounts to the customers and moreover if they give any
sorts of discount on a 50p candy, there would be a lot of problem for the shopkeepers as well for the
customers in terms of how to exchange the money. So what the company did was that on the bigger jars
and the 1kg packing, they packed in more candies, hence giving the customers more than what they would
usually get, and also gave a chance to the retailers to earn more as they now had more numbers to sell. The
plastic jars were also made of pretty good quality, so that they could be used later when all the candies are
sold off.

But now, the only problem we believe they face is that of stagnation. Due to the pricing that they have been
following, they cannot introduce a new product at a higher price, and hence limits their scope of R & D and
trying out newer products which might actually be good.
The problem is that now the customer has a fixed mindset about the Brand, and if the company introduces
little costlier product, say at Rs 5 per unit, the customer might think twice before buying it as he would be
skeptical due to the price, and this did happen with the company, when they introduced the Alpenliebe
Lollipop in two flavours at Rs 4 per unit, it failed very badly, despite the product being very good.
 Place (Distribution)

Perfetti Ven Melle manufacturing units in India are located in Manesar and Chennai with another plant
commissioned at Rudrapur, Uttaranchal in 2007. From these the distribution is done in four regions, and has branch
offices in Delhi, Mumbai (Maharashtra), Kolkata (West Bengal) and Bangalore (Karnataka) to manage sales in the
regions.

During the entrance in the Indian market, Perfetti did not merge or acquire any company. It adapted the simple way
that the quantity of goods demanded will be supplied. To build up its network, initially it followed the booking
system of distribution (sales officials would make calls to outlets and supply according to the order received). On the
initial stage, company also offered hefty sales-linked incentives such as increase in margin in percentage terms with
increase in sales and offered one pack free on every pack sold.
The great change occurred when it acquired the Van Melle. The acquisition brought a distribution network of 3 lakh
outlets which today have become around 10 lakhs. Instead of expanding the distribution network over a large region,
they focused on specific areas.

The main distribution channels used by the company are wholesalers, brick and mortar store, agent, internet, retailer
and direct sale. Wholesalers are to resale (sale without transformation) goods to retailers, industrial, commercial,
institutional or professional users, or to other wholesalers.
Perfetti has tackled the challenge by giving its products to retailers in plastic jars. This makes life convenient for the
retailer and gives the company the opportunity to place its brands prominently at the outlet. Of course, brand
visibility on a jar is better than small two- or three-gram units.
 Analysis of the Place

Perfetti’s distribution strategy of focusing on small retailers such as paan shops and kirana stores is another
success strategy as main sales of confectioneries are done through them in India. Idea of placing the
products on shelves such that children can easily see them and at the cash counters are successful as target
customers for confectioneries is mainly children and youth. As for the cash counters, while paying
customers might think of getting some after seeing the product and can also get these instead of the change
they might be getting.
 Promotion

“ We are not heavy advertisers , we are clever advertisers.”

 Mr. Sameer Suneja
CEO, PVM India

To consolidate its worldwide market presence, Perfetti Van Melle has always paid special attention to
advertising, in terms of investments and creativity, as they both play a vital role in the creation of a
product's distinctive personality and market positioning. For Perfetti Van Melle, advertising is not simply
means to access; it is one of the most important parts of strategic development.
Television, radio, press, Internet; Perfetti Van Melle has in depth knowledge of the contemporary media,
effectively differentiating their use according to their specific target groups, as well as customs and
conditions in each particular country.

The promotion strategy adopted by Perfetti can be divided into three major sub-divisions:

• Advertising
• Sales Promotion
 • Events and Experiences

Advertising

Innovative advertising is the only way to create brand salience, given the clutter in the Confectionary market. Like in
other FMCG categories, large confectioners spend 12 to 13 percent of their revenues on advertising. Perfetti spends
close to 15 crore on its advertising campaigns. Perfetti puts humour (Center Fresh), emotion (Alpenliebe),
bizarreness (Happydent and Chlormint) and fun in liberal measures in all its commercials. They use generic tagline
for its products which suits the Indian scenario and catch the customer mind. Thus, there is “Zubaan par rakhe
lagaam” for Center Fresh, “Dobara mat puchna” for Chlormint and “Dimag ki batti jala de” for Mentos.

Perfetti have also roped in Kajol as a brand ambassador for Alpenliebe and Salman and Sohail Khan as brand
ambassadors for Chlormint.

While the promotions for Center fresh had been predominantly TV-led, Perfetti also used newer media such as the
Internet (ads) In doing so, it became one of the first companies in India to start major online initiatives for its brands.
Sales Promotion

Perfetti started the concept of add-ons like whizzler which boosted sales of the chewgum industry in
a major way. They introduced whizzler , which were meant for children. Perfetti also came up with
redemption contests for its cricket trump cards for its Center Fresh brand. Perfetti Van Melle, has also
adopted a unique way to reach to its consumers. The company has tied-up with the famous 'Dabbawalas' of
Mumbai to distribute its newly launched Mangofillz candy with each Dabba, the famous tiffin in Mumbai.
Perfetti distributed 2 lakh Mangofillz thus reaching a massive consumer base.

Events and Experiences

In 1996, Perfetti associated itself with the Cricket World Cup through its Center Fresh brand. It became the
official chewing gum of the World Cup, the rationale being that cricketers like to chew gum on the field.
The brand emphasized its cricket connection - on the packaging, billboards, hoardings and TV
commercials. Free samples were passed around outside the stadiam on match days. Sales took off and the
"official chewing gum" status continued for some years.
 Analysis of the Promotion

Some other innovative ideas that could help the company considerably in the promotion of its brands can
be noted down as follows:
• Perfetti can have tie ups with major retailing outlets like More, Big Bazaar, Metro, etc. and have
their boxes kept at the billing counters which would give Perfetti visibility and it’s a proven way to
increase sales also in a way.
• Again, they can coordinate with colleges and promote events as the brands like Center Fresh is
very famous amongst the college going crowd.
• Toll booths and ticketing counters at various places can also provide Perfetti products in place of
change due to the advantage of its low price point.
• After tie ups with major television networks, Perfetti can also approach airline companies to provide
Perfetti products along with their in-flight meal.
• Bundling their products will help and would be a winning strategy. Also they can associate
themselves with stationery products by which they would be targeting their segment which are the
teenagers.
• Advertisement

 T.V. (Story)
1- The latest film that promotes the brand's Zubaan pe rakhe lagaam proposition takes a crack at the
typical Indian habit of talking more and working less

The recent TV commercial, titled Small Talk, is back with a subtle crack at the typical Indian phenomenon
of talking more and delivering less – something which is widely prevalent from the top-rung bureaucrat to
the common man. Not to forget, it manages to do what most confectionery brands do once the ad finishes –
let you have a hearty laugh!
The film is a montage featuring an apparently pumped up and proud IPS officer, an inspiring politician
surrounded by his followers, a few zealous government clerks, a couple of dedicated cricketers and a
genuinely concerned team of doctors. All the while, an inspiring track plays in the background that speaks
of growth, development and general happiness for all, as interspersed shots of technologically advanced
jets flying, children happily running to their schools and a field with a bumper harvest creates the
impression of jobs getting done.
Just then, the film stops and rewinds to show the real picture. The song stops as the dialogues related to the
scenes pour in. It is revealed that while the police officer was busy talking about a Bollywood movie with a
lot of vigour, the politician was actually busy deciding the evening snacks. On the other hand, the young lot
of cricketers and government officers were busy discussing women, while the doctor discussed division of
his plot of land over a patient on the operating table.

While initially one is lead to believe that the film glorifies the path to India's growth and development, with
the TVC being treated almost like an election campaign commercial, the latter portion reveals the work less
and talk more attitudes of the perpetrators. The film ends with the super and voiceover urging fellow
Indians to 'talk less and work more'.
The TVC opens with a patriotic song and runs through images of an ideal India, where police, politicians,
govt officials, cricketers, doctors, all are doing their best to bring India fame
Then the ad takes us to actual India, where the police officials are discussing not the job but a Shahrukh
Khan movie.
MLAs and Politicians are picking upon the choice of Samose and Kacchori.
Government officials are discussing girls.
Cricketers again talking about girls.
While doctors other than operating the patient are fragmenting a piece of land.
Then there's a VO: "Come on India Baatein kam Kaam zada". The TVC ends with the super
"Center fresh Zubaan pe rakhe Lagaam".
2- The TVC opens on a young boy visiting his father in a factory. He gives his father a Centre Fresh
gum, who readily starts chewing it, with voice over in the background saying, “Yeh hai Center
Fresh chewing gum, iske chabaane se zubaan par lagaam lag jaati hai, to aapne iska fayeda uthaya”.
The son then presents his report card to his father and happily proclaims that he has failed again.
The father quietly and smilingly goes through the report card continuing his chewing. Suddenly he
slaps his son. The TVC ends with the VO saying: ‘Centre Fresh sirf zubaan par lagaam lagati hai,
haath pe nahi’.
The film opens with a man at his workplace, where his son comes and gives him a Center Fresh.
VO: “Yeh hai Center Fresh chewing gum, issey chabane se zuban pe lagam lag jaati hai, toh aapne iska kya
faayda uthaya?”
The relaxed son now presents his report card to his father and says,“main phir se fail ho gaya.”
The father very calmly looks at the report card, doesn't say anything and gives his son a tight slap.
The son is left all zapped because of the unexpected slap.
The ad ends with the VO declaring, “Center Fresh sirf zuban pe lagam lagata hai, haath pe nahin.”
  Print (ads)
1-
2-
• Media
○ Television,

○ Radio,

○ Press,

○ Internet;
Perfetti Van Melle has in depth knowledge of the contemporary media, effectively differentiating their use
according to their specific target groups, as well as customs and conditions in each particular country.

• Offers
○ Free one Whizzler with stick pack.
 Questionnaire
1. How often do you have Chewgum?

a) 1-5 times a day

b) 1-10 times a week
c) More than 10 times a week
d) Rarely
1. What quantity do you usually prefer to buy chewgum at one time?

a) 1 piece
b) 2 pieces
c) 3 pieces
d) More than 3 pieces

1. Through which medium did you come to know about your preferred Brand ?
a) Hoardings and banners
b) Newspaper and magazines
c) TV/radio
d) Word of mouth
e) Others ……………..

1. Do the following reasons influence your consumption of chewgum?

 Neither
Strongly Strongly
Disagree agree nor Agree
Reasons disagree Agree
disagree
It provides enjoyment
It tastes very good

Its like a mouth fresher

It gives me energy
2. Rank the following Chewgum from 1 to 5, with 1 being least preferred and 5 being most
preferred:
a) Center fresh …………………………..
b) Boomer …………………………..
c) Center fruit …………………………..
d) Orbit …………………………..
e) Others (please specify) ..………………………….
6 How important are the following factors for purchasing a CENTER FRESH ?

Very less Less No Very

FACTORS Important
important important Influence Important
Flavor
Availability and Convenience

Price

Frequency of advertisement

Brand value /brand name

Promotion schemes/discounts
Visual appeal of packaging

Previous Experience

Family/friends opinion

7. Please rate your satisfactory level of CENTER FRESH based on the following features.
 (Highly satisfied-5, Satisfied- 4, Normal-3, Poor- 2, Very poor- 1]

No Factors Rate

1 Price

2 Quality

3 Brand name

4 Availability of the products

 5 Flavor of the products

6 Packaging

8. How satisfied are you with CENTER FRESH compared with the others substitutes available in the market?

Highly satisfied Satisfied Neutral

Dissatisfied Highly Dissatisfied

9. Suggestions:

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Personal Details

1. Name ..........................................
2. Age

a) 10-20
b) 21-24
c) 25-28
d) 29 and above
3. Occupation

a) Student
b) Working
c) Business
d) Others
 Observations

1. After conduct survey I observed that most of the people use chewing gum 1-5 times in a day.
2. I observed that most of the people know about their preferred brand by TV and Radio.
3. Most of the people use chewing gum as a mouth freshener.
4. According to the response of the survey on the basis of questionnaire, people ranked first to center
fresh.
5. Most of the people prefer to purchase center fresh because of its-
○ Flavour
○ Availability and convenience
○ Brand name
○ Visual Appeal of packaging
1. People rate their satisfactory level of center fresh on the basis of these features-
○ Price 3
○ Quality 4
○ Brand name 5
○ Availability 5
○ Flavour 4
○ Packaging 4
( Highly Satisfied-5, Satisfied-4, Normal-3, Poor-2, Very poor-1 )

1. People are Satisfied with Center Fresh compared with the others substitute available in the market.
 Recommendations

• According to the consumer’s response company should promote the brand through Hordings, news
papers and magazines.
• Company should launch some sugar free products.
• Company should do some extra work on its flavor, promotion schemes and discounts.
 Limitations

• I performed online survey to know about consumer behavior regarding Center Fresh Chewing Gum,
but response was too late .
• Collection of Survey-result was not in proper way so its create problem to analysis the final results.
• Lack of coordination by Retailers and shop keepers.
• Some of the people was not taking interest to fill up questionnaire.
Bibliography
• www.perfettivenmelle.in
• www.afaqs.com/advertising/storyboard/index.html?all=1
• www.mouthshut.com/centerfresh
• www.scribd.com
• www.perfettivanmelle.in/brands_centerfresh.html