Abstract

This caselet provides details of the global marketing communication strategy of Perfetti Van Melle, one of the top confectionery manufacturers in the world. It highlights the adaptation of successful Indian advertising campaigns by the parent company, for brands like Alpenliebe and Big Babol in Europe. Finally, the caselet throws light on the emergence of Indian advertising industry as a global force.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Global marketing communications
• Emergence of Indian advertising at the global level
• Outsourcing advertisements
• and Importance of heavy promotions for impulse purchase products.

Keywords

Perfetti Van Melle India Pvt. Ltd., O&M, McCann-Erickson, Center Shock, Center Fresh, Big Babol, Alpenliebe, Golia Activ Plus, Showreel, Corcoise Films and Happydent