PERFETTI VAN MELLE INDIA

LTD.

GROUP AJ2

SHIVANG AGARWAL
PARESH VIKRAM
SHRIVASTAVA
ADITI CHAKRABORTY
KISHORE GAURAV
ASIM MAHESHWARI

OBJECTIVE

To understand the organisational structure of Perfetti

Van Melle India Ltd., its values and its internal as well as
external environment

GLOBAL OVERVIEW OF PERFETTI

VAN MELLE
Largest Manufacturer of Confectionary and Chewing-gum
products.
Two brothers Ambrogio and Egidio Perfetti founded
Perfetti in 1946.
Izaak Van Mella founded Van Melle in 1841.
Perfetti acquired Van Melle in Jan 2001 and became
Perfetti Van Melle.

VISION

We will enhance our world leadership in confectionery

by creating value for consumers through innovative and
gratifying high-quality products.

MISSION
To develop, manufacture and market high-quality and
innovative products for consumers through the efficient
use of resources and in collaboration with business
partners;
To create a fulfilling workplace for employees built on
trust, mutual respect, and appreciation of their
diversity;
To generate economic value through superior growth

CORE VALUES
INTEGRITY WITHOUT COMPROMISE
ACHIEVING EXCELLENCE
DEDICATION TO THE CONSUMER
CARE FOR OUR PEOPLE
SOCIAL AND ENVIRONMENTAL RESPONSIBILITY
INDEPENDENCE

BRAND PORTFOLIO IN INDIA

Alpenliebe
Center Fruit
Chlormint
Chocoliebe
Creamfills
Mangofillz
Marbles
Mentos

Big Babol
Center Fresh
Happydent Wave
Happydent White
Sugar Free
Lollipops
Center Shock
Fruitella

Organizational Structure
Vertical and Organic
Employees consciously grows through deputations,
cross-functional movements, Internal Job Postings and
planned role rotations both within the country, as well
as internationally
People can make a difference by innovation , individuals
can thrive on the opportunity to think creatively

Work Culture
Perfetti Van Melle India has a very transparent and open
culture
People are encouraged to experiment, dabble with new
ideas and solutions
HR Polices are designed to facilitate employee comfort
and is reflective of the Company's approach of care and
concern
High ethical standards

STRENGTH

Strong Brand value

A wide variety of confectionaries and gums
Popular subsidiary brands like Alpenlibe, Big
Babool, Chlormint, Center Fresh, Mentos, etc
Strong distribution network
An employee strength of about 17000
It has a global reach, operates in around 130
countries
Effective marketing and advertising
strategies for each of its subsidiary brands

OPPORTUNITIES
Reach out in the rural regions

WEAKNESSE
S

Many gums has similar packaging

and cooler designs, so its tough
to stand out

SWO
T

Bring newer flavours to attract more consumers

Sponsor kids shows like reality contests, cartoon
shows, etc.
Growing economies results in more opportunities
Use its established brand name to introduce new
products like snacks, premium chocolates,
biscuits, fruit juices, etc.
Consumers across the world expect their gum to
be sugar free

Most of its products are targeted

towards children except for
product like chlormint; thus
limited consumer base

THREATS

Parents reluctant to buy chewing gums/bubble

gums for kids
Competition from local and international brands
Volatile input prices
Highly price sensitivity market
Volume based business and not value based
Local companies becoming more competitive

PORTERS 5 FORCES
1.The threat of new entrants

Following are the main reasons behind new entrants threat:

Brand names are not well-known
Consumer switching costs are low
Accessing distribution channels is easy
Location is not an issue
Government policy is not an issue
Easy entry and exit
Rural areas are still under explored

2.The bargaining power of buyers

High level of volatility in the market; Uncountable variety
of product
Different flavours
New packaging
New product design
Lower price
Large number of retailers drives up the competition

3.The bargaining power of suppliers

Major ingredients: Sugar, Aromas, Gelatin, Colorants
Sugar industry fluctuates highly
Suppliers can control prices
Contractual suppliers

effect on price of end product

sales decline
Need to be efficient and

effective
Cannot reduce retailers margin
Competitors product threat

4.The threat of substitutes

Local producers
Rural area penetration
Contractual selling
Imported products accessibility
Competitiors: Parle: Mintrox,
Nestle:Polo
ITC: Mint-o-fresh
Wrigley: Orbit, doublemint, boomer

5. Rivalry among existing

competitors
Low margin and intense cost pressure
Advertising war
Product innovation
Variable factors: colour, packaging, designs

CSR Initiatives
In line with its vision, PVMI aims to add value to consumers life by not
only manufacturing high quality product, but also through its CSR
initiatives which are highly focused towards children. PVMI
implements its CSR initiatives through various channels like:
Community based organizations
Elected local bodies such as Panchayats
NGOs
Institutes/Academic Institutions
Self Help Groups
Government/Semi-Autonomous organizations
Mahila Mandals
Professional Consultancy organizations

Problem Identified
Toenhance user experience for their employees without
compromising on information security
Toreduce the on boarding timefor new hires
Solution IDENTITY MANAGEMENT SYSTEM
EMPLOYEE MONITORING SYSTEM

References
http://www.perfettivanmelle.in/
https://dharitridalvi15.wordpress.com/2013/09/05/market-structure-and-compet
ition/
http://www.marsdd.com/mars-library/bargaining-power-of-buyers-porters-five-fo
rces-analysis/
https://haribolutti.wordpress.com/2014/10/19/porter-five-forces-analysis/
http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/
8377-slept-analysis.html#at_pco=smlwn-1.0&at_si=55f425b245721ca1&at_ab=
per-4&at_pos=0&at_tot=1
http://www.moneycontrol.com/news/management/how-perfetti-realised-gum-c
annot-replace-paan_162580.html