2. 1
INDEX
Serial
number
Particulars Page
number
1. Intoduction to Perfetti Van Melle 2-5
2. Organogram – PVMI 6-7
3. Objectives 8
4. Sales Area 9
5. Map of Areas covered in Dahisar 10
6. Observation – Graphs 11
7. Total Call & Productive Call – Comparison Graphs 12—13
3. 2
INTRODUCTIONTO PERFETTIVAN MELLE
HISTORY
Perfetti Van Melle Italy was incorporated in 1946 by the two Perfetti brothers
Ambrogio and Egidio, in a small town called Lainate justoutside of Milan. Perfetti
Van Melle is the world’s third largest confectionery group with its presencein
over 150 countries worldwide
Perfetti S.p.A. acquired Van Melle N.V. in March 2001, which was an important
step for the Group to strengthen its position in the market, expand the product
propositions and increase the dominance across markets. Perfettientered the
Indian marketin 1994 by offering its first brand Center Fresh, followed by Big
Babol and Alpenliebe in 1995.
8. Conclusion 14
9. Appendix 15-19
10. Retail Observation 20
11. Pictures 21-22
4. 3
Perfetti Van Melle India Pvt. Ltd. (PVMI) is a renowned manufacturer, distributor
and marketer of severalhigh quality sugar confectionery products. With close to a
25% marketshare, it is the leading player in the organized confectionery business
in India today. The company has a diverseportfolio of brands across segments
(i.e. candies, gums & chewies) which it sells through various retail channels across
the country. As a marketer, PVMI has always been known for its iconic, eyeball
grabbing and entertaining advertising. PVMI is a fully owned subsidiary of the
global confectionary conglomerate Perfetti Van Melle, headquartered in Lainate,
Italy and Breda (the Netherlands).
MISSION
We at PERFETTI VANMELLE:
develop, manufactureand markethigh-quality and
innovative
products for our consumers through the efficient use of our
resources and in collaboration with our business partners;
create a fulfilling workplacefor our employees built on trust, mutual
respect, and appreciation of their diversity;
value the role we play in our communities, as a socially and
environmentally committed organization;
generate economic value through superior growth and profitability.
Continuous focus on these principles will lead us toward Our Vision.
VISION
We will enhance our world leadership in confectionery by creating value for
consumers through innovativeand gratifying high-quality products.
5. 4
RANGE OF PRODUCTS (GLOBAL)
1. Brooklyn
2. Chupa Chups
3. Filly Folly
4. Frisk
5. Golia
6. Klene
7. Meller
8. Smint
9. Vigorsol
10. Vivident
RANGE OF PRODUCTS (INDIA)
1. Alpenliebe
2. Mentos
3. Center Fresh
4. Big Babol
5. Alpenliebe Choco Moonz
6. Alpenliebe 2 Choco Eclairs
7. Alpenliebe 1
8. Creamfills
9. Fruitfillz
10.Alpenliebe Pop
11.Juzt Jelly
12.Center Fruit
13.HappydentWave
14.Chlormint
15.Happydent
PLANT LOCATION
6. 5
The Manufacturing processes of Perfetti Van Melle India Private Limited are
carried out in the three manufacturing locations (Manesar, Chennai, and
Rudrapur Plant) with specific productranges.
The manufacturing activities are carried out under controlled conditions:
• The productcharacteristics, specifications of material at various stages and
acceptance criteria are unambiguously defined, documented and suitably
compiled.
• The critical activities bearing significantrole in the output quality are executed
following well-defined Work Instructions.
• Suitable and necessary automated or semi-automated machinery & facilities are
utilized.
• Pre-defined sampling and test / inspection norms and schemes
along with specific devices for monitoring / measurementare
carried out.
• ProductRelease is done on the basis of in-process checks, norms
and controls.
The quality of output is controlled by suitable batch making, in-process sample
testing, process monitoring etc. take care of the necessary output quality.
MARKETING STRENGTHS
Marketing Mix Strategy:-
1. Product Strategy: - Perfetti has severalmouthwatering and heavy selling
candies as a part of their Productportfolio. The quality, packaging and
design of the products in almosteach rangeadds one more star to their
credentials.
2. Price Strategy: - Perfetti has been following the mostsimplest and the
economic pricing strategy right fromthe starting. For almostall its products
it has been aiming at maximizing its market shareby giving comparatively
7. 6
higher margin and promotional offers to the retailers as compared to its
competitors.
3. Place (Distribution) Strategy:- PerfettiVan Melle’s distribution units have
been located at Manesar, Rudrapur and Chennai. Fromthese units, the
distribution is done in four regions, and has branch offices in Delhi,
Mumbai, Kolkata and Banglore to manage sales in the region.
4. PromotionStrategy: - To consolidate its worldwidemarket presence,
Perfetti has always paid special attention to advertising, in terms of
investments and creativity, as they both play a vital role in the creation of
the product’s personality and marketpositioning. The mostcommonly
exercised promotional strategy by Perfetti is Advertising, Events and
Experience.
ORGANOGRAM - PVMI
9. 8
OBJECTIVES
KEY PERFORMANCE INDICATORS
Eight Days Of Market Working
Total Calls 50 Outlets
ProductiveCalls Minimum 16
Retail Value Rs 6000 plus
AssistDBSMin Selling
Merchandising at Retail Outlet
MANAGEMENT (Learning Objectives)
Employee Motivation
One of your goals as a manager is to achieve high morale among the ranks.
Employee motivation should be at the top of the list when it comes to the goals
for your company if you wantto achieve success. As author Stephen Covey wrote
in his book "The Seven Habits of Highly Effective People":
Customer Satisfaction
Making your customers happy is another key management objective. Whether
you work directly with clients regularly in a servicefield or you sell products in an
online store, achieving a fruitfulrelationship with your customer is an extremely
important goal for you to set as the manager
Increased Profit
10. 9
Another ongoing goal you should have as a manager is increasing
your profits in each period, whether you track this information on a
weekly, monthly, quarterly or yearly basis. Keep in mind that
maximizing profit is a matter of keeping your costs down while increasing sales.
SALES AREA
NUMBER OF DBSMs WORKED
WEEK 1 Mr. Yash Joshi
WEEK 2 Mr. Sharad
WEEK 3 Mr. Sudarshan
WEEK 4 Mr. VikramBone
WEEK 5 Mr. Subhodan
WEEK 6 Mr. Kalpesh
WEEK 7 Mr. Sachin Jamadar
WEEK 8 Mr. Sunil Singh
13. 12
TOTAL & PRODUCTIVE CALLS - 8 DAYS
TOTAL CALLS FOR8 DAYS = 280
PRODUCTIVECALLS FOR8 DAYS = 189
PRODUCTIVITY=281*176/100 = 67.50%
32
55
34
30
45
42
33
51
23
33
20
14
28
33
24
34
0 10 20 30 40 50 60
WEEK 1
WEEK 2
WEEK 3
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
NUMBER OF CALLS
WEEKS
INDIVIDUAL TC & PC
PC
TC
14. 13
COMPARISION OF SALES WITH PAST YEAR
(DISTRIBUTOR)
INTREPRETATION
0
500000
1000000
1500000
2000000
2500000
2014-2015 2015-2016
900000
2300000
SALES
YEAR
COMAPARISION OF DISTRIBUTOR'S SALES
15. 14
CONCLUSION
SUGGESTIONS FOR IMPROVEMENT
Timely and right delivery
Focus moreon PERFETTI VAN MELLE as a brand
DBSMshould be formally dressed
DBSMs should be well updated aboutthe stock availability
To improvethe pitching of DBSMthere should be kept proper sessions
wherethey havetaught proper pitching
THREE RADICAL CHANGE IDEAS
Keep a surpriseelement in every product eg. Tatoos, Tiny toys.
Need for Mascot
Timely collection of feedbacks and problems fromRetailers
