Perfetti Van Melle: Marketing Mentos in India
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Case Details:
Case Code : MKTG190
Case Length : 19 pages
Period : 2002-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Perfetti Van Melle
Industry : Confectionery
Countries : India, Europe
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Excerpts
Background
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...
Marketing Mentos
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Mentos was a strong global brand for PVM with a history of
around five decades. It fell in the category of chewy dragée. This brand, which
was hard and crunchy on the outside and soft on the inside, enjoyed a cult
status with a segment of the youth population...
Online Initiatives
While the promotions for Mentos had been predominantly TV-led, PVMI also used
newer media such as the Internet. In doing so, it became one of the first
companies in India to start major online initiatives for its brands...
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Results
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...
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The Evolution of the Ad Campaign
In 2008, PVMI and its ad agency evolved the advertising campaign for
Mentos further by adopting an animated format for the first time. The ad
that debuted in February 2008, showed the evolution of human beings,
giving it a humorous twist (Refer to Box II for the animated ad; Refer
to Exhibit VIII for a visual from the ad)...
Outlook
As of 2008, PVM was looking at countries such as India to fuel its future
growth. PVMI too was trying to extend its market in India further by
shifting a significant chunk of the market from the unorganized
segment... |
Exhibits
Exhibit I: Logo of Perfetti Van Melle
Exhibit II: Indian Sugar Confectionery Market
Exhibit III: Pack-shot of Mentos and Word-mark of the Pay-off Line
Exhibit IV: A Mentos Wallpaper
Exhibit V: Visuals from Mentos Friendsline
Exhibit VI: Socioeconomic Classification in India
Exhibit VI: Screen-shot of Mentos Friendsline
Exhibit VII: Mentos: The New Animated Ad in 2008
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