Lessons in Branding from the Gums Line of Perfetti Van Melle in India1

Anil Saraogi

Vision, 2008, vol. 12, issue 2, 61-73

Abstract: In 2003, while the overall top line for the Indian operations of the global confectionery major Perfetti Van Melle was showing consistently upward trend (around 14% CAGR), the Gums line of the same was a drag for the company and was not able to make a positive contribution to the company bottom-line. In fact, Gums business grew only 3 per cent last fiscal. The line has been faced with stagnant sales and was unable to utilise the allocated plant capacity. The Divisional Head of the Line, along with his team was faced with this grave situation and was frantically looking for a break.

Keywords: Positioning; Product Category Hierarchy; Benefit Proposition; Brand Equity; Duality of Brand; Target Market (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:12:y:2008:i:2:p:61-73

DOI: 10.1177/097226290801200206

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