Abstract

Alpenliebe was the single largest brand in the Indian sugar confectionery market. Analysts felt that Perfetti Van Melle (India) Ltd., a subsidiary of the Italian confectionery major, had done exceedingly well to build the brand in the low value, low margin, and fragmented market with exceptional branding. In 2007, the company tried to take the brand to the next level by roping in leading Hindi film actor Kajol as its brand ambassador.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Involvement
• Purchase behavior
• Consumer behavior and product strategy and promotion strategy
• Marketing communication.

Keywords

Marketing, advertising, colloquial advertising, attention, recall, brand image, positioning, reposition, pay-off line, Kajol, brand ambassador, celebrity endorsement, co-branding, sales promotion, pricing, strategy, market leader, competition, India, FMCG, confectionery, sugar confectionery, price-sensitive, distribution, Alpenliebe, Perfetti Van Melle (India) Ltd. (PVMI), Perfetti, McCann, Cadbury, Wrigley's, Lotte, Hindustan Unilever Ltd, HUL, ITC, Nestlé Candico, Godrej, Ravalgaon, Parry, Joyco, Ajay Devgan, You Me Aur Hum