Perfetti Van Melle: Marketing Mentos in India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Some very creative ad campaigns followed, which, along with other online initiatives such as the award-winning Mentos Helpline, helped make Mentos a strong brand in the low-value, low-margin, fragmented sugar confectionery market in India.
» Understand how the European confectionery major Perfetti
Van Melle made Mentos a big brand in the Indian sugar confectionery market.
Marketing communication, Communication strategy, Advertising, Creativity, Positioning, Brand building, Pay-off line, Awareness, Brand recall, Jingle, Consumer behavior, Socioeconomic classification, Involvement, Personality, Social networking, Click through rate, Word-of-mouth, Perfetti Van Melle, Confectionery, Cadbury, Wrigley
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