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Case Study: Pefetti Van Melle India

3173 Words13 Pages

About the company:
Pefetti Van Melle India Pvt. Ltd. is the manufacturer of various high quality confectionery products. PVMI undertakes manufacturing, distribution and marketing of various brands under its umbrella across various segments (i.e. hard boiled candies, chewing gums, functional gums and chewies). PVMI is a fully owned subsidiary of Perfetti Van Melle, headquartered in Lainate, Italy and Breda (the Netherlands).
Center Fresh was the first brand launched by PVMI in 1994, when it entered the Indian market, followed by Alpenliebe and Big Babool. With several brands such as Alpenliebe, Alpenliebe POP, Centre Fruit, Juzt Jelly, Mangofillz/Creamfills, Chlormint, Chocoliebe, Happydent, Marbels and Mentos in its portfolio, PVMI has an estimated market size of Rs. 5,500 cr. and growing.
PVMI follows an aggressive approach to maintain its market position backed by its wide network of sales force and distributors (10,000 sub-stockists) …show more content…

Whereas at Perfetti Van Melle, the product portfolio has been divided into three parts P1/2/3. Based on the potential of the town the company allots the portfolio. If it is a big town with a huge population base then there can be multiple Sub Distributors for different portfolio, i.e. one Sub DB will be allotted P1 portfolio and another will be allotted P2 and P3. This reduces the burden on one Sub DB in terms of billing and maintaining high inventory. It also serves another purpose which is multiple market service by their Sub DBs. This ensures that the market has been serviced atleast thrice, atleast once by each P1, P2 or P3 Sub DB. This increases the brand visibility and also helps in boosting sales at small retail shops such as Keryana stores and Paan/Bidi shops who though are responsible for majority of company’s sales but don’t have enough capital to keep all the products/flavors at

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