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Perfetti Van Mel Essay

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MIP – SUMMER PROJECT REPORT DESIGNING A COMPREHENSIVE APPROACH FOR INTERNAL MARKETING ACTIVITIES FOR LAUNCH OF ALPENLIEBE GOLD
PERFETTI VAN MELLE INDIA PVT LTD.

Industry Guide: Mr. Gaurav Sharma, Brand Manager

Submitted in partial fulfillment of the Post Graduate Programme in Management at TAPMI, Manipal by:

Name: Vaibhav Gupta
Roll No: 14F161
Batch: 2014-16
Date: 27/06/2015

ACKNOWLEDGEMENTS

The summer internship experience at Perfetti Van Melle has been extremely insightful and the credit goes to the people at Perfetti who made my two months as comfortable as possible.

Firstly, I would like to thank Mr. Gaurav Sharma for constantly helping me out with the roadblocks in the journey and bearing with my doubts patiently. I would like to thank Mr. Ullas Vijay for …show more content…

It launched its first brand in the Indian market in 1994, the popular brand, Center Fresh. Today as a confectionery company of notable repute, it leads the Indian sugar confectionery market with more than 25 per cent of the value share of the market. It also takes care of the development of South Asian markets and exports to other Asian countries. In the last twelve years, the company 's portfolio has grown from a single brand to having 15 brands today. In this period it has contributed extensively to the total gums market and has become one of the most significant names in the Indian confectionery market.
There is an attempt to reposition confectionery for the entire family, as against the earlier perception when only children were the expected target audience. Faced with such a challenging background, Perfetti has looked inwards to improve efficiency and increase its ability to capture greater market share and has effectively leveraged Information Technology for the same. Perfetti also works towards developing products in

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