Alpenliebe

this presentation is about the marketing mix of Alpenlibe

1. ALPENLIEBE MARKETING MIX Submitted to: Submitted by: Poonam Madan Gauri Sharma Associate Professor

2. INTRODUCTION A lpenliebe, a hard- boiled sugar candy, was one of the first brands to be launched after Prefetti Van Melle (India) ltd. (PVMI) launched its operation in India in 1994. A wholly-owned subsidiary of the world’s third largest confectionary major Prefetti Van Melle also had other big brands such as Center Fresh, Mentos, Friutella, Happydent W hite, etc. As of early 2008, A lpenliebe was the single largest selling sugar confectionary brand in India.

3. ALPENLIEBE Alpenliebe is the flagship brand of Prefetti Van Melle and a leader in the confectionary market. The product, a rich milky caramel toffee, is a combination of milk and caramel and has unique mouth- feel, making it an irresistable treat. It was launched in India in D ecember 1995 with a distinct product proposition: caramel, milk, butter.

4. TAGLINE “ JEE LAL CHAHE RAHA NA JAYE” “LALACH AHA LAPALAP”

5. UNIQUE SELLING PROPOSITION A rich milky caramel toffee.

6. MARKETING MIX Marketing mix is about putting the right product or a combination thereof in the place, at the right time, and at the right price. Marketing mix is predominately associated with 4 P’s of marketing.

7. MARKETING MIX 1. PRODUCT :- Product means goods or services or ‘anything of value’, which is offered to the market for sale 2. PRICE :- The amount of money customers have to pay to obtain the product. 3. PLACE :- Place or Physical Distribution includes activities that make firm’s products available to the target customer. 4. PROMOTION :- Promotion of products and services include activities that communicate availability, features , merits, etc. of the product’s to the target customers and persuade them to buy.

8. ALPENLIEBE’S PRODUCT Alpenliebe Candy Alpenliebe C hoco monz Alpenliebe Spicy 1 Creamfills Alpenliebe Alpenliebe Pop Orange Alpenliebe Fruitfill

9. DESIGN Alpenliebe comes in unique round shape with an indentation on top.

10. FEATURES It is the first caramel candy in India and now it comes in new flavor such as creamy strawberry, coffee, chocolate and cream banana.

11. PACCKAGING The candy comes in attractive packages design wise and size wise. It clearly displays the brand name, the actual product form and color of the product on the package.

12. QUALITY All the food preservation requirements warranted by the preservation of food adulteration act 1955. It practices comprehensive protocol for maintaining hygiene practices of the highest order in its manufacturing facilities. The quality of output is maintained by suitable in sample process testing.

13. PRICING STRATEGY It follows the economic pricing strategy as the candies that are sold in India cannot be priced higher than 1 INR because the customer will not purchase them.

14. COST OF PROMOTION The confectionery market is very competitive and most customers purchase this based on impulse. This makes advertising a very critical part of marketing mix. Alpenliebe spends around 15 to 22 % of its revenue on advertisements which are relatively high.

15. PLACE MIX MANUFACTURING UNIT : 1. Manesar 2. Chennai 3. Rudrapur 4. Uttaranchal. BRANCH OFFICE : 1. Delhi 2. Mumbai 3. Kolkata 4. Bangalore

16. ADVERTISING Perfetti spends INR 15 crore on advertising and main theme in A lpenliebe advertisement is to add emotions in it . Kajol is the brand ambassador of Alpenliebe.

17. EVENTS AND EXPERIENCE In sports event like cricket series especially cricket world cup the brand emphasized on packaging, bill board, hoardings and TV commercial.