Consumer and trade promo supply chain process benchmarking; Perfetti van Melle India (PVMI)

Abstract

Perfetti van Melle India Private Limited (PVMI) is a fully owned subsidiary of Perfetti van Melle, the global conglomerate giant headquartered in Breda, Netherlands and Lainate, Italy. PVMI's first Indian brand, Center fresh, was launched in 1994, followed by Alpenliebe and BigBabol in 1995. PVMI manages a diverse portfolio of brands across multiple segments - confectionary & sweets, fruit bars, fruit jellies, and proprietary ayurvedic medicine. Some of the notable names under the PVMI banner include Center Fresh, Alpenliebe, Chupa Chups, Mentos, Smint, Chlormint, Chocoliebe. The products under these brands are sold through various sales channels across India. Currently, PVMI operates 3 manufacturing locations & 4 sales offices across India. It has a broad network of sales force and distributors, including 4 million outlets, that has allowed it to adopt an aggressive sales strategy (Exhibits 3,4) to hold its strong position in the confectionary industry in the country.