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.
PVM, a privately owned company, manufactured and marketed sugar confectionery and chewing gums. It was established in March 2001 through the merger of two confectionery majors Perfetti S.p.A. (Perfetti) of Italy and Van Melle NV (Van Melle) of the Netherlands...
Mentos soon emerged as a strong brand in the Indian sugar confectionery market. Analysts felt that the pay-off line Dimag ki Batti Jala De was very popular with the target audience. They felt that O&M had smartly positioned the brand in this low value, low involvement category through its simple yet humorous ads...
Exhibit I: Logo of Perfetti Van Melle
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