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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Case Details:
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Price: |
| Case Code |
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MKTG190 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing Communications/ Advertising Management/ Brand
Management |
| Case Length |
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19 pages |
| Period |
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2002-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Perfetti Van
Melle |
| Industry |
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Confectionery |
| Countries |
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India, Europe |
Abstract:
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When Perfetti Van Melle (India) Pvt. Ltd. (PVMI), the
wholly-owned subsidiary of the world's third largest confectionery company
Perfetti Van Melle S.p.A. (PVM), launched Mentos in India it realized that the
global positioning of the brand was not cutting much ice with the Indian
audience. Globally, Mentos was PVM's biggest brand and the world's second
largest confectionery brand. It was marketed on the 'freshness'platform with
the pay-off line 'The Freshmaker'. In India, after initially extending the
global positioning of the brand, the company adapted the communication strategy
to position Mentos as a fun brand with advertisements (ads) created by Ogilvy &
Mather India Ltd. (O&M) in 2003.
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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.
Issues:
» Understand how the European confectionery major Perfetti
Van Melle made Mentos a big brand in the Indian sugar confectionery market.
» Understand the pros and cons of extending the global communication strategy of
a brand to new markets vis-à-vis adapting the communication strategy to suit
local preferences.
» Understand the issues and challenges in devising a communication strategy for
a low involvement product.
» Understand the pros and cons of using different appeals in advertising and in
using different ad formats.
» Appreciate the importance of advertising in influencing consumer behavior
especially in products that are bought on impulse.
Contents:
Keywords:
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
Creating Endearment Through Advertising
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