Perfetti van melle_bán hàng

We strike to be the
world's most innovative
confectionery company.


TABLE OF
CONTENTS
• Company profile
• Situation analysis
• Sales activity


COMPANY
PROFILE
Perfetti Van Melle is an Italian-Dutch multinational company of confectionery
and gum. It was formed in 2001 with the merger of the Perfetti of Italy, and
the Van Melle of the Netherlands.
Today, Perfetti Van Melle is one the largest confectionery Groups worldwide,
featuring strong and well-known international brands.
In Vietnam, the brands that are loved by consumers and widely available in
the market like Mentos, Chupa Chups, Alpenliebe, Golia, Big Babol,
Happydent.


Key Activities
We strike to be the
world's most innovative
confectionery company.

PERFETTY
VAN MELLE

Responsible
We approach everything we
do responsibly. We care
passionately about and value
our consumers, our people
and the environment.


COMPANY / BRANDS IN VIETNAM
Chupa Chups

Golia

Chupa Chups comes in a
wide range of packs and
formats to fit the
personality and needs of
consumers everywhere.

Golia is best known as a
gummy liquorice candy.Today
it's also available in a wide
range of flavours and formats

Mentos

Alpenliebe

Mentos is an exceptionally
fresh chewy mint that

comes in a great variety of
exciting mint and fruit
flavours.

Alpenliebe candies and lollipops
offer a unique product
experience. The rich and smooth
milky taste appeals to the sweet
tooth of both kids and adults

Big babol
Ever since it was introduced,
Big Babol has been a favourite
with children around the
world. Available in mouthwatering fruit flavours

Happydent
Happydent is a sugar-free
gum, it helps neutralise
plaque acids with different
formulations for a whiter
smile, oral hygiene and fresh
breath.


SITUATION
ANALYSIS
1, EFE Matrix
2, IFE Matrix
3, SWOT Matrix

External Factor Evaluation (EFE)


1, Market demand
In Vietnam, the demand for candy is very large. The amount of candy is
consumed the most on occasions such as Tet holiday, Mid-Autumn Festival,
Children's Day,... For a long time every Tet holiday comes, colorful candies
are indispensable on the guest table of every Vietnamese family.
In different geographical regions, people have different consumption habits.
Along with the busyness of work, many people often have little time to eat, so
they have the habit of using ready-made products such as candy.
-> Therefore, the demand for Vietnamese people to buy and use candy is
very large and will remain at a high level in the near future. This has a very
positive effect on the sales of Perfetti van melle .


2, Competitor.
-Currently, imported products from other countries have highly competitive
prices, not much difference compared to domestic products of
10-15%/product.
-Perfetti's biggest competitor today is Mars Wrigley - a strong brand that
holds many famous sub-brands and has a foothold in the Vietnamese candy
market such as M&m, doublemint,.... Currently, this candy company only
focuses on developing and selling chewing gum in Vietnam market and
chocolate candy.
-> Although it does not compete directly in product categories, this still
affects Perfetti's sales in the Vietnamese market.

Internal Factor Evaluation (IFE)


1, Strong brand value.
Perfetti is a strong brand in the Vietnamese candy
market. with nearly 26 years of presence in the
Vietnamese market. Perfetti has become the
"national" candy company in Vietnam. This makes
selling activities easier . When it comes to popular
candies that Vietnamese consumers often eat,
people immediately think of candies such as
Alpenliebe, Mentos,....- brands of perfetti van
melle.

2, Strong financial resources.
- Enterprises often facilitate sales staff to
participate in training programs including lessons
with basic content about products and consulting
skills. This is a useful course for salespeople to
support them in their sales activities and improve
human resources.
-Regularly organize excellent salesman contests to


3. Attractive packaging.
The management has given the product a very
impressive packaging, quite different from competitors.
For example, the packaging of Alpenliebe on Tet holiday,
the packaging of alpenliebe impresses and depicts the

image of "home".
For every Vietnamese, "home" is a place of attachment,
a place to return to, and a place to make Tet more
complete. With the wish that every Vietnamese people
when they think of "home" , is remembering
alpenliebe's candies, this is considered a very successful
creation of Perfetti in the Vietnamese market.


4. Variety product list.
Perfetti's product portfolio in vietnam is very diverse to meet the needs of consumers.
Product widths of Perfetti VN are 5 types such as hard candies, soft candies, lolli pops,
gums and jellies.
Product lengths of Perfetti VN are 8 types.

PRODUCT WIDTH
Hard
candies
PRODUCT
LENGTH

Soft candies

Lolli pops

Alpenliebe

Alpenliebe

Chupa Chups

Golia

Mentos

 

Gums

Jellies

Big Babol

Chupa
Chups

Happydent

 


SWOT Analysis


S
(Strengths)
• Perfetti is a strong
brand in the candy
market in Vietnam,
trusted by many

people.
• Perfetti currently has
a very diverse and
rich product range,
meeting the diverse
needs of people.
• Perfetti has strong
financial resources to
facilitate training to
improve the capacity
of sales staff.

W
(Weaknesses)
• Every year the company

O
(Opportunities)
• Vietnam has a high and

T
(Threats)
• The promotion policies

has to import some raw

stable economic

of competitors are

materials for production.

growth rate.

abundant.

Therefore, in unfortunate
situations, the company
cannot guarantee the
correct production
schedule.

• Vietnamese consumers'

• Counterfeit goods,

tendency to use good

imitations of Perfetti

quality products.

brands such as

• The habit of buying and

Alpenliebe. Because of

using sweets of

its popularity, this

Vietnamese people is

candy has been copied

very large, especially

a lot, with names like:

on Tet holidays or

Annabella, Anpennibe.

another holiday , the

with many letters

demand of Vietnamese

written differently but

people increases. This

making the color of the

positively affects sales

candy shell the same,

of Perfetti van melle.

easy to deceive
consumers..


• The sales team is

• The candy market in

• Candies is not necessity,

dynamic, enthusiastic,

Vietnam has a lot of

does not serve the basic

grasping the market

potential that has not

needs of people and

very quickly, so it is

been fully exploited

there are many other

easy to satisfy
customer psychology.
• Reasonable
distribution channels
MT and GT help
customers buy
genuine Perfetti
products easily at
supermarkets and
grocery stores
nationwide.

substitute products.


SALES
ACTIVITY


Target
customer

Target customers include the following:
- Wholesalers include: agents, general wholesale
supermarkets nationwide.
-Retailers include: retail supermarkets,
convenience stores, department stores, shopping
mall nationwide.
Specific examples:
● Supermarkets such as: BigC, Mega Market, Lotte

Mart, Co.opMart,..
● Convenience stores: Circle K, FamilyMart,
Winmart+,..
● Grocery store, wholesale agent of households
● Trade center: Vincom, Aeon Mall, Trang Tien
Plaza, Lotte Shopping Center,...


Features and benefits of the product
for the target customer
Product benefits for target customers:

• Products with high recognition, easy to sell
to consumers.
• Product packaging is attractive and
beautiful.
• There are many promotions and attractive
discount rates.
• There is a fast shipping system to ensure
the supply of goods Target customers
nationwide.
• Warranty policy when goods are defective
or distorted during transportation transfer.


Thank for watching
Please contact me if you have any
questions.
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