slide quản trị bán hàng công ty Perfetti van melle

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

Big babol

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

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

Mentos

Alpenliebe

Happydent

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

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

Mentos is an exceptionally
fresh chewy mint that
comes in a great variety of
exciting mint and fruit
flavours.


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 9 types.

PRODUCT WIDTH
Hard
candies
PRODUCT
LENGTH

Soft candies

Lolli pops

Gums

Jellies

Alpenliebe

Alpenliebe

Chupa Chups

Big Babol

Chupa
Chups

Golia

Mentos

Alpenliebe

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)
• The habit of buying and
using sweets of
Vietnamese people is
very large, especially
on Tet holidays or
another holiday , the
demand of Vietnamese
people increases. This
positively affects sales
of Perfetti van melle.
• Evolving technology
supports Perfetti more
in sales.

O
(Opportunities)

T
(Threats)

• Vietnam has a high and
stable economic growth
rate
• Vietnamese consumers'

• The promotion policies
of competitors are
abundant. Like Hai Ha
is currently applying a

tendency to use good
quality products.
• Advantages in each
cooperation relationship
with the Vietnamese
government
• The candy market in
Vietnam has a lot of
potential that has not
been fully exploited

100% winning program
when buying Hai Ha's
confectionery products,

big promotions on Black
Friday or 11-11, 12-12.
• Counterfeit goods,
imitations of Perfetti
brands such as
Alpenliebe. Because of
its popularity, this
candy has been copied
a lot, with names like:
Annabella, Anpennibe.


• The sales team is
dynamic, enthusiastic,
grasping the market
very quickly, so it is
easy to satisfy
customer psychology.
• Reasonable
distribution channels
MT and GT help
customers buy
genuine Perfetti
products easily at
supermarkets and
grocery stores
nationwide.

with many letters written
differently but making

the color of the candy
shell the same, easy to
deceive consumers..


SALES
ACTIVITY


Target
customer

Target customers include the following:
- Wholesalers include: agents, general wholesale
supermarkets in Hanoi
-Retailers include: retail supermarkets,
convenience stores, department stores, shopping
mall nationwide.
Specific examples:
● Supermarkets such as: BigC, WinMart, Lotte Mart,
Co.opMart,..
● Convenience stores: Circle K, FamilyMart, Vinmarrt+, Seven
eleven..
● Green department store system in Hanoi
● 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.
.
-> Drive sales of target customers


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

Địa chỉ E-mail

Webiste

0123456789

salesupport

@s-perfettivanmelle.vn

https://
www.perfettivanmelle.com/