PVMI - REPORT

1

PERFETTI VAN MELLE

INDEX

Serial

number

Particulars Page number

1 Introduction to Perfetti Van Melle

History

Mission

Range of Products

Plant Location

Marketing Strengths

Organogram

3

2 Objectives

Key Performance Indicators

8

3 Sales Area

Number of DBSMs worked

Map showing areas covered (Dahisar)

Map showing areas covered (Kandivali)

9

4 Observation & Productivity

Sales Value of 8 days

Total & Productive Calls of 8 days

Comparison of sales with past year

(Distributor)

Interpretation

11

5 Conclusion

Suggestion for improvement

Three radical change ideas

14

2

FIGURE INDEX

6 Appendix

Daily Sales Report

Retail Observation Sheet

Distributor Observation Sheet

Pictures

15

Serial

number

Particulars Page number

1 Organogram 7

2 Maps showing areas covered (Dahisar & Kandivali) 10

3 Sales Graph 11

4 Total & Productive Call Graph 12

5 Sales Comparison graph 13

3

ACKNOWLEDGEMENT

The internship opportunity I had with Perfetti Van Melle was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professional DBSMs who led me through this internship period.

Bearing in mind I am using this opportunity to express my deepest gratitude and special thanks to Amar Marketing Agency’s DSE Mr. Avdhut Pawar who in spite of being extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their esteemed distribution and extending during the training.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to Dr. Sunita Srivastava [Dean, Chetana’s Institute of Management & Research] for careful and precious guidance which were extremely valuable for my study both theoretically and practically.

I would like even express my gratitude to Prof. Mansi Mehta for her continuous support and encouragement.

I perceive as this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives. Hope to continue cooperation with all of you in the future

Sincerely,

4

Ms. Kanchi Panchal

INTRODUCTION TO PERFETTI VAN MELLE

HISTORY

Perfetti Van Melle Italy was incorporated in 1946 by the two Perfetti brothers

Ambrogio and Egidio, in a small town called Lainate just outside of Milan. Perfetti Van

Melle is the world’s third largest confectionery group with its presence in 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. Perfetti entered the Indian market in

1994 by offering its first brand Center Fresh, followed by Big Babol and Alpenliebe in

1995.

Perfetti Van Melle India Pvt. Ltd. (PVMI) is a renowned manufacturer, distributor and

marketer of several high quality sugar confectionery products. With close to a 25%

market share, it is the leading player in the organized confectionery business in India

today. The company has a diverse portfolio 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).

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VISION

We will enhance our world leadership in confectionery by creating value for

consumers through innovative and gratifying high-quality products.

MISSION

We at PERFETTI VAN MELLE:

develop, manufacture and market high-quality and innovative products for our

consumers through the efficient use of our resources and in collaboration with

our business partners;

create a fulfilling workplace for 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.

RANGE OF PRODUCTS (INDIA)

6

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

PLANT LOCATION

7

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 product ranges.

The manufacturing activities are carried out under controlled conditions:

• The product characteristics, specifications of material at various stages and

acceptance criteria are unambiguously defined, documented and suitably compiled.

• The critical activities bearing significant role 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 / measurement are carried out.

• Product Release 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

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Marketing Mix Strategy:-

1. Product Strategy: - Perfetti has several mouthwatering and heavy selling candies

as a part of their Product portfolio. The quality, packaging and design of the

products in almost each range adds one more star to their credentials.

2. Price Strategy: - Perfetti has been following the most simplest and the economic

pricing strategy right from the starting. For almost all its products it has been

aiming at maximizing its market share by giving comparatively higher margin and

promotional offers to the retailers as compared to its competitors.

3. Place (Distribution) Strategy:- Perfetti Van Melle’s distribution units have been

located at Manesar, Rudrapur and Chennai. From these 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. Promotion Strategy: - To consolidate its worldwide market 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 market positioning. The most commonly exercised promotional

strategy by Perfetti is Advertising, Events and Experience.

ORGANOGRAM - PVMI

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OBJECTIVES

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KEY PERFORMANCE INDICATORS

Eight Days Of Market Working

Total Calls 50 Outlets

Productive Calls Minimum 16

Retail Value Rs 6000 plus

Assist DBSM in Selling

Merchandising at Retail Outlet

SALES AREA

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NUMBER OF DBSMs WORKED

MAP SHOWING AREAS COVERED (Dahisar)

WEEKS DBSMs

WEEK 1 Mr. Yash Joshi

WEEK 2 Mr. Sharad

WEEK 3 Mr. Sudarshan Kadam

WEEK 4 Mr. Vikram Bone

WEEK 5 Mr. Badri

WEEK 6 Mr. Sachin Jamadar

WEEK 7 Mr. Sunil Singh

WEEK 8 Mr. Kalpesh Salvi

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MAP SHOWING AREAS COVERED (Kandivali)

OBSERVATION – PRODUCTIVITY

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SALES VALUE OF 8 DAYS

Total Individual Sales = Rs 10393.51 + Rs. 14965 + Rs. 9604 + Rs. 15244 + Rs. 7492 + Rs.

11057 + Rs. 19639 + Rs. 9213 = Rs. 84107.51

TOTAL & PRODUCTIVE CALLS - 8 DAYS

10393.51

14965

9604

15244

7492

11057

19639

9213

0

5000

10000

15000

20000

25000

SA

LE

S V

AL

UE

WEEKS WORKED

Individual Sales

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TOTAL CALLS FOR 8 DAYS = 281

PRODUCTIVE CALLS FOR 8 DAYS = 176

PRODUCTIVITY = 281*176/ 100 = 63%

COMPARISION OF SALES WITH PAST YEAR (DISTRIBUTOR)

32

44

34

30

23

35

49

34

23

30

20

1416

20

33

20

0

10

20

30

40

50

60

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8

NU

MB

ER

OF

CA

LL

S

WEEKS

TOTAL & PRODUCTIVE CALLS

TOTAL CALL PRODUCTIVE CALL

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INTREPRETATION

Highest Sales of Rs. 19639 was achieved in Week 7 due to the large beat under

the guidance of the most aggressive & the experienced DBSM Mr. Sunil Singh.

However the sales value does not depend merely on how large the beat is but

also relies on the DBSM’s convincing and negotiation skills, requirement of the

retailer, economic situation of the market and seasonality.

For instance, during the fourth week the beat and the productive calls achieved

were quite low but still the sales value managed to stand second in the entire

course of eight week.

CONCLUSION

0

500000

1000000

1500000

2000000

2500000

2014-2015 2015-2016

900000

2300000

SA

LE

S

YEAR

COMAPARISION OF DISTRIBUTOR'S SALES

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SUGGESTIONS FOR IMPROVEMENT

Focus more on PERFETTI VAN MELLE as a brand

Timely and right delivery

Well groomed DBSMs

DBSMs should be very well updated about the stock availability

Regular training session should be conducted for DBSMs about ‘Impactful

Pitching

THREE RADICAL CHANGE IDEAS

Need for a mascot

Sales call should be done after an interval of 12 days

Keep a surprise element in every product eg. Tatoos, Tiny toys

APPENDIX

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DSR

WEEK 1

WEEK 2

WEEK 3

18

WEEK 4

WEEK 5

19

WEEK 6

WEEK 7

20

WEEK 8

RETAIL OBSERVATION SHEET

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22

PICTURES

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