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MOUTH FRESHNERS

SUBMITTED BY HEERENDRA SINGH DANGI

OBJECTIVE OF THE STUDY


Customers are people, so differ considerably. The marketing now-adays is very customer driven, changes are continues and the customer needs are never the same. Perfetti Van Melle makes use of a demographic segmentation. Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, sexual orientation, family size, family life cycle, income, occupation, education religion, ethnic community and nationality. The marketing people identify different ways to segment the market & develop profiles of the resulting market segment. Product which perfetti offers in the market are very universal on the basis of consumption. The age group that Centre Fresh is targeting is quite wide, from 8 years to 24 years .

INTRODUCTION
Perfetti Van Melle is a European global manufacturer of confectionery and gum. It was formed by the 2001 merger of Perfetti of Italy with Van Melle of the Netherlands, having its corporate headquarters in Lainate (Milan), Italy and in Breda, Netherlands. Perfetti Van Melle bills itself as the third largest confectionery manufacturer in the world after Kraft Foods (owners of Cadbury plc) and Mars, Incorporated (owners of Wrigley). It employs 17,000 people via 30 subsidiary companies and distributes its products in over 130 countries. Perfetti Van Melle India (PVMI), a fully owned subsidiary of the global conglomerate Perfetti Van Melle, started its Indian operations in 1994. The company today enjoys close to 30% market share, thus making them one of the leading players in the confectionery industry in India today.

SWOT Analysis

Strength Innovation Promotional Tactics Packaging Quality Weakness Maintaining technology superiority Price constain Opportunity Innovation within the brand Sugar free products Threats Competition from International Brand Competition from Domestic player

Recommendations
According to the consumers response company should promote the brand through Hordings, news papers and magazines. Company should launch some sugar free products. Company should do some extra work on its flavor, promotion schemes and discounts.

SUGGESTION
According to the consumers response company should promote the brand through Hordings, news papers and magazines. Company should launch some sugar free products. Company should do some extra work on its flavor, promotion schemes and discounts.

Limitations
I performed online survey to know about consumer behavior regarding Center Fresh Chewing Gum, but response was too late . Collection of Survey-result was not in proper way so its create problem to analysis the final results. Lack of coordination by Retailers and shop keepers. Some of the people was not taking interest to fill up questionnaire.

DATA ANALYSIS AND INTERPRETATION

Customers are people, so differ considerably. The marketing now-a-days is very customer driven, changes are continues and the customer needs are never the same.

Bibliography
www.perfettivenmelle.in www.afaqs.com/advertising/storyboard/in dex.html?all=1 www.mouthshut.com/centerfresh www.scribd.com www.perfettivanmelle.in/brands_centerfre sh.html