Perfetti Van Mele Essay
A. Company Profile As taken from the Perfetti Van Melle website, the history, vision and mission of the company are as follows:
Perfetti Van Melle is an Italian confectionery company established in the year 2001 when Italian company, Perfetti Spa purchased the Dutch company, Van Melle. Its origins trace back to the year 1900 when Izaak Van Melle converted his grandfather’s bakery into a confectionary business. In 1932, Michael and Pierre Van Melle learned a new method to produce soft fruit chews in Poland. They brought the original “tell dough” from Poland to the Netherlands, which led to the creation of Fruitella. Through this new recipe for Fruitella, they created a new mint candy, which would later on be named “Mentos”. In Milan, Italy,
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Continuous focus on these principles will lead us toward Our Vision.
B. Current Position of the company in the market/industry Perfetti Van Melle is in a relatively low position in the chewing gum industry in the Philippines. The company’s chewing gum product, which is Mentos Chewing Gum, is only ranked eighth in terms of market share. From 2010-2012, the product maintained a 1% market share. (Euromonitor, 2015) In the year 2013 and 2014, there was a slight increase with their market share to 1.2%. (Euromonitor, 2015) This is because the Philippine Gum Market increased by 3%. This trend continued until 2014 and in 2015 there was a slight decline with a 1.1% market share. (Euromonitor, 2015) This was due to the sluggish performance of gum with the presence of many newer alternatives such as
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