The Group

Sandeep Bhatti ----137 Sandhya Balan -----138 Sandeep Bhaliya ---139 Santosh Uchil -------141 Sejal Desai -----------142 Sharvil Shah ---------143 Shilpi Jain ------------144 Shweta Pandit ------145

 Started India operations in 1994  Global headquarter in Lainate - Italy  Holds 25% market share in India close to Rs.1200 Cr turnover.  Globally no. 3 after Mars and Kraft foods in confectionery market  House of brands with 15 brands under its umbrella

 Impulse purchase market  Age group 4 to 30 yrs  Sugar Confectionary ( Non chocolate), market size Rs. 3700 cr or more in India  Market divided in three category Candies & Toffees, Gums & Mint  Every Indian consumes 200gms/ yr i.e. 50 candies or gum per person/yr*  Price points 50 paisa, Rs.1, Rs.2, Rs. 5 & Rs. 10

Krafts ( Cadbury) Parle's ITC Mars Nestle Ravalgaon Lotte Godrej Hershey Dabur

Eclairs, Eclairs Rich, Gems, Halls & Bubballo Mango bite, Kismi, Melody, Poppins, Mazelo & Xhale Minto & Candyman Wrigley's Orbit & M&M Polo, Eclair Mango mood, Pansasand Coffe bite & lacto King Maha lacto & Nutrine Hajmola

 Traditional sweets Pan & Pan Masala New entrant Listerine strips by J&J

Candies & Toffees

Mint

Gums

 Innovative Advertising for better brand salience Mentos & Centerfresh Humour Alpenliebe - Emotion Happydent & Clormint - Bizzareness

 Zubaan par rakhe lagaam Center fresh Dobara mat puchna Chlor-mint Dimag ki batti jala de - Mentos

 1/5th of sales still through Panwala & chemist More than 2mn sales points in India Perfetti has 90% brand recall for most of its product.

India largest confectionary brand Brand worth Rs.240 cr Launched in yr 1994 Official chewing gum of Indian cricket team.

Keller s CBBE Model

High Resonance Loyal & High Repeat Purchase

Resonance
Best Quality & Innovation (Liquid Filled) Freshness, Confidence

Judgements
Intense freshness

Feelings Imagery
Humour Zubaan pe Rakhe Lagaam

Performance Salience

Taste Bud Right taste at Right price, Chewing Gum, Easy availability & Innovative Tv Commercials

Kapferer s Brand Identity Prism

INTERNALISATION EXTERNALISATION
Liquid filled Gum with Freshness Young, Active, Relates to Youth

Any time Freshness Companion

Branding has local theme to it

Humour

Gums for Freshness, Awakens your Senses

Dobara Mat Poochna