About Us

Growth, constant improvement and focus on the future. These basic principles provide us with on-going momentum and the desire to always improve our production processes and products for the satisfaction of our consumers. Chewing gum, candies and soft chews fulfill many needs and bring joy and satisfaction to many moments in our lives, everyday. This is why we constantly reaffirm our commitment to achieving ever higher levels of excellence.

Global Presence Perfetti van Melle is a private owned company, producing and distrubuting candies and chewing gums in more than 130 countries worldwide. The company was established in March 2001 through the merger of Perfetti S.p.A. and Van Melle NV. In July 2006 the group acquired the Spanish company Chupa Chups, thus strengthening its position as the third largest confectionery (sugar confectionery + gum) Group in the world, and becoming the first player in the global sugar confectionery market. It is now the third largest confectionery group in the world, and the first to be present in the main Asian markets. Employing over 14,000 people and operating 32 companies throughout the world, Perfetti Van Melle has a true global reach : It is present in the Asia Pacific Region, Europe, Middle East, Africa and the Americas. Its corporate headquarters are located in Lainate (Italy) and in Breda (the Netherlands). Several of its brands are household names and are much-loved throughout the five continents. Mentos, Fruitella, Alpenliebe, Golia, Happydent, Vivident, Big Babol, Airheads, Chupa Chups and Smint. In addition to these global brands, Perfetti Van Melle offers a wide range of products the popularity of which is rooted in individual, local and regional markets. The ability to develop products, versions and flavours that suit the different demands and opportunities of local markets is indeed one of the Groups keys to success.

PVM in India

Perfetti Van Melle India, a fully owned subsidiary of the global conglomerate Perfetti Van Melle, headquartered in Lainate, Italy, 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. Perfetti Van Melle entered the Indian market in 1994 by offering its first brand Center Fresh, followed by Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos, Fruittella, Cofitos, Happydent and Marbles followed subsequently. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size of Rs.3000 cr. Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have been launched after considerable market research and insight so as to adapt to the likes and preferences of the consumers. The climatic conditions of the Indian geographical region have been kept under consideration for product composition and long shelf life. In the year 2008 PVMI clocked close to 850 Crores. The PVMI manufacturing units in India are located in Gurgaon and Chennai with another plant commissioned at Rudrapur, Uttaranchal in 2007. The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries. Perfetti Van Melle has adopted an aggressive sales strategy to retain the numero uno position in the confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA), distributors & sales force. Perfetti Van Melle India has a network of around 4,500 distributors spread across 2000 urban towns. PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint, Alpenliebe and Mentos which have won several awards for the company like the Abby for Protex Happydent & Centre Fresh, Cannes (Silver & Bronze) & Ad fest for Happydent White and Effies for Mentos.

Our Business Principles OUR VISION We will enhance our world leadership in confectionery by creating value for consumers through innovative and gratifying high-quality products. OUR 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. OUR VALUES Living the Perfetti Van Melle Values requires courage, vision, trust, commitment, and pragmatism. The following values will guide our actions in realizing our mission: Integrity Without Compromise We conduct our business with honesty, integrity, and respect for those with whom we have relationships.

Achieving Excellence We pursue quality in everything we do. We strive for continuous improvement in the way we operate. Unremitting attention is given to details at every stage and resources are used in the most efficient way. Dedication to the Consumer We will meet and exceed the differing needs and expectations of our consumers, offering them high quality, stateof-the-art and innovative products. Care for our People We are committed to creating a global workplace where teamwork, involvement, open communication, flexibility and fun exist. We treat our people fairly; we value different styles, skills, experiences and backgrounds and acknowledge that these differences result in greater creativity and better insights. We encourage them to take initiative and expect them to approach their jobs with passion and commitment. We offer our people training opportunities and ongoing development so that each individual can reach his or her full potential.

Social and Environmental Responsibility We will conduct our business as responsible members of society, respecting the laws of the countries in which we operate, contributing to the progress of the local communities in line with the legitimate role of the business. We will oper ate safely, responsibly, and with sound environmental practices, aimed at minimizing our impact on the environment and working toward long-term sustainability. Independence We are committed to achieving ambitious business goals while securing our companys profitability thus ensuring our independent growth.

About Us Brands SNACKS Stop Not CONFECTIONARY Alpenliebe Alpenliebe 2 Choco Eclairs Big Babol Center Fresh Chocoliebe Happydent Wave Mentos Others HEALTHCARE Chlormint Happydent

Stop Not

Now,

salty

product

from

your STOP

favourite

confectionery

company! NOT!

Presenting,

STOP NOT is a completely indigenously developed snack, inspired from the flavours of the Indian kitchen. Made hygienically, using the best raw materials, Stop Not variants have been developed by combining Indian food preferences with the most modern food processing technology. Time to wait, STOP! Time to snack, STOP NOT!

Stop Not Gol'z Stop Not Gol'z is an easy to eat, extra crunchy rings made from rice, gram (besan) and wheat flour. Stop Not Golz is fried in healthy oil and flavoured with spices that you'll be sure to love. Stop Not Gol'z is available in uplifting flavours of YUMMY TOMATO, FULL MASALA,

KHATTI MEETHI and SPICY SOUTH.

Alpenliebe

Lollipops

Mangofillz

Creamfills

Alpenliebe is the flagship brand of Perfetti Van Melle and a leader in the confectionery market. The product, a rich milky caramel toffee, is a combination of milk and caramel & has a unique mouth-feel, making it an irresistible treat. Alpenliebe was launched in India in December 1995 with a distinct product proposition: The candy was an amazing mix of caramel, milk and butter It was the 1st deposited candy in the Indian market and therefore the eat experience was most unique Other than the Caramel flavour, Alpenliebe is currently available in Cream Strawberry, Chocolate, Coffee and Cream Banana flavours. The platform of irresistibility was a perfect fit with the unique product experience. Looking back at the last 10 years, Alpenliebe has successfully managed to capture the sweet tooth of kids, teenagers and adults across various sections of society. It has become synonymous with irresistibility and has become a house-hold name. Alpenliebe has resided in the world of irresistibility. - Its a world where you give into temptation without any guilt - Its a world that lets you indulge unabashedly - A world where you dont need to justify pleasure seeking

Alpenliebe speaks to the child in everyone, one of the very few candy brands in the Indian market that has successfully reached out & connected with both kids as well as adults.

Home > Brands > Alpenliebe Alpenliebe Lollipops Mangofillz Creamfills

Alpenliebe one of the early brands under the Perfetti Van Melle stable was initially launched just as a candy. Encouraged by the success if this rich creamy caramel candy, the group launched Alpenliebe lollipop. A strong brand that dared to defy conventional approach to branding, be it in the choice of name, the shape and available flavours. The brand name,otherwise a challenge was turned into big differentiator and advantage as it helped create an international image, this at a time when Indians were going crazy about foreign brands and products. The candy, Indias first round shaped candy was extended even to the lollipop. With three tempting flavours of Rich milky caramel, cream strawberry and cola vanilla, the product did more than justice to the flavours owing to real cream as an ingredient. Alpenliebe was a lollipop that lasted long with a great taste that lingered on longer. The brand positioning of Lagey Raho reflected in the communication, not just communicated the product experience but went beyond. It communicated the pleasure of the long lasting lollipop. In the year of launch (2001) Alpenliebe become the market leader with 46% market share, while the category at large was de-growing. Over the last few years the brand has continued to lead the market with over 40% market share. The Brand was supported through above the line communication and simple activation, promotions etc. Maintaining the imagery whilst also making the brand more endearing. Lollipop has always stayed in the kids domain, almost a birthright! It is a memory that every individual would have consumed a lollipop atleast once in their life and truly relished it. But

somehow, as part of growing up, largely through teenage, early adulthood and as full grown mature adults we seem to have grown too big (read mature) to enjoy the simple pleasures. Alpenliebe Lollipop supports the ideas that simple childhood pleasures and experiences can be re-lived even when one is no more a child and thereby growing the audience base of lollipops beyond just kids.

Home > Brands > Alpenliebe Alpenliebe Lollipops Mangofillz Creamfills

Alpenliebe MangoFillz was launched as a new proposition under the Alpenliebe umbrella, and is a candy with liquid Mango flavoured filling inside. The product launch is PVMIs first foray into the sizeable candy category of virgin fruits.This is the first non-cream Alpenliebe candy. Mangofillz has taken forward the overall brand platform of irresistibility while keeping the focus on the mango taste of the product. Kajol, the Alpenliebe brand ambassador, is being brought in to provide a connect with the parent brand and bring in its heritage, while the communication itself remains focused on the product and its own uniqueness, i.e. a pure mango flavoured liquid-filled candy.

Home > Brands > Alpenliebe Alpenliebe Lollipops Mangofillz Creamfills

It is a Caramel Candy with a cream filled center. It was launched as a brand extension of alpenliebe as an innovation in 2005 but within four years it has carved its own identity. This brand has been built upon the premise of a Wonderful Surprise which was extended to the iconic baseline Kuch Alag Achanak and the brand grew from strength to strength both in the market and in the consumer mindset. As category of candy had hardly seen any innovation in terms of taste or format, this product offered both a combination of taste and new format of filled candy became an instant hit among the kids. It has no current flavors in the present format but has an extension in the form Xtra a larger candy in the filled format. Xtra has two additional flavors Coffee and Mango. Creamfills is positioned on surprise where one gets more than expected, as the base line says What a surprise. When launched it was an innovation and the only candy available with a filling inside and till 2009 the positioning was of Kuch Alag Achanak as one does not expect filling inside a candy and this differentiates it from other candy available in the market. As the consumer had been exposed to theme of kuch alag achanak, it was repositioned to What a Surprise as this line connected more and had universal appeal.

Home > Brands > Big Babol Big Babol

Big Babol was launched in India in 1994, since then it has become one of the biggest bubble gum brands in India. Over the years it has become a favourite amongst the kids all over the country. Big Babol is available in Fruit Flavor and Ripe Mango flavour. It is a brand which is known to have very yummy taste and you can blow big bubbles out of it, and this comes with an added advantage that bubblegum does not sticks to you face. It has been positioned on the fact that how you can use big bubbles to your advantage and make Big Babol Bade Kaam ki Cheez. Over time, especially with the diametrically different communication route adopted by the tagline BadeCheez, the main product attributesthat it blows the biggest bubbles and is soft and non sticky has been established very well.

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Alpenliebe 2 Choco Eclairs

Alpenliebe 2Choco Eclairs' rekindles the Eclairs magic. Alpenliebe 2 Choco Eclairs is a concoction of two distinct chocolate flavors layered together in an appealing gold and brown color pack. A taste and visual delight, the new clairs gives an exotic chocolaty splash upon biting into it. The product is endorsed by Bollywood star, Kareena Kapoor who is also seen in the launch advertising.' Commenting on her endorsement, Kareena Kapoor said, "I am very proud to be associated with PVMI, which is one of India's leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India's most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign."

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Brands

> Center Fresh

Center Fresh

Center fruit

Center Fresh, the flagship brand of Perfetti Van Melle's was launched in 1994. It was the first liquid filled chewing gum which has tantalized the taste buds of millions of Indians and is a house hold name today. Over the years, Center fresh has grown to become the largest selling gum brand in India. It is available in Spearmint, peppermint and Sweet mint flavours and in the Re 1 mono and 5 pcs Rs 6 stick. The brand was advertised on the freshness route in 1996 and associated itself with the prestigious Cricket world cup and was named the Official Chewing Gum of the World Cup. In early 2000s, iconic advertising of the variants helped positively rub off on Center fresh. First was the launch of Center Shock, with the hilarious Barber creative, which immediately won the hearts of consumers who were rushing to the nearest stores to try the really Sour gum. This was followed by the launch of the coated Center fresh with intense freshness - Air Action Center fresh. This variant was supported by the witty Swing in the park creative where a boy used the freshness of Air Action for blast of fresh air which swinging his girl friend in the park. Currently Center Fresh is positioned on the platform of great taste which make them prefer to chew than speak. Center fresh truly Rakhe Zubaan pe lagaam

Home > Brands > Center fruit Center Fresh Center fruit

Center Fruit was launched in the year 2006 as Indias first ever fruit-flavored liquid-filled

gum. It was launched with 2 tantalizing flavors Tutti Fruity and Grape. Initially, it rode on the strong equity of Center Fresh but over the years, the brand has carved a niche for itself and is one of the fastest growing brands in Perfetti Van Melle portfolio today. In addition to Tuttii Fruity and Grape, the brand has added 3 more delicious flavors Strawberry, Watermelon and Sweet Mango. Center Fruit is positioned on irresistibility and has been making tongues wag for over 4 years now with its unique fruit flavors, a splash of liquid bursting in the mouth and an everlasting essence of your favorite fruits. No wonder then that consumers all over the country go Kaisi jeebh laplapayee. As Center Fruit find its way to more and more mouths around the country, the tonguewagging goes on...

Chocoliebe

Launched in 2006 over the past four years, Chocoliebe is Perfetti Van Melle's premium offering in the clairs segment. It is ball formed caramel chew with delicious chocolate filling inside. The brand is performing well and is one of the largest players in the clairs segment. It operates only in caramel flavor currently. Since 2006 we have built the brand on the premise of a rich chocolate & soft caramel which was implemented by the first communication of Pyar Do. Pyar Lo (Give love. Get Love), this thought was communicated through the story of a small brother trying to win the heart of his big brother in pain to get his favourite Chocoliebe from him. The brand grew from strength to strength both in the market and in the consumer mindset. In 2008 with the growing of the Eclairs segment the idea was to communicate the USP of Chocoliebe that it is non sticky, this thought was communicated through the story of a

police cadet who could have become an inspector but failed because he got stuck while eating an clair, the entire thought was based on the insight of an Eclairs) getting stuck to your teeth due to its product properties of hard outer and less chewy. The communication was based on a platform that said that we are Better than an clair. Chocoliebe continues to do well among kids and youth alike and comes in innovative gift packs and stick too.

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Protex

Happydent Wave

In 2009, First ever, liquid filled whitening gum was launched under the brand name Happydent Wave. It is available in a Cool Fliptop pack, a Blister pack and a mono pack.

Mentos

Marbels

A cult for entire generations of young people, Mentos is known throughout the world as fresh mint. This irresistible round shaped candy is based on an innovative concept crunchy and smooth outside, soft and really fresh inside. Mentos is not only mint, it has an assortment of delicious fruit flavors Strawberry, lime

and lemon, orange and ripe mango. Mentos started its journey in India way back in 1999, under the Freshmaker positioning. But the Mentos story starts in 2002, when it was re-launched. Subsequently in 2003, it got an Indianized positioning of Dimaag ki Batti Jala de pertaining to smart thinking.This line has almost become a part of local lingo. A large part of Mentos success is attributed to its advertising, which is funny, exaggerated and immensely memorable.

Center Shock

Fruitella

Innovative products that WOW you and are fun to make as well! This extremely sour gum with a sweet heart was launched in India in 2002. Once you got over the Shock, you could taste either the Green Apple or the Peach flavoured sweet center.

Fruitella Is it a gum? Is it a candy? No its FRUITELLA! As juicy as a candy and nearly as chewy as a gum, this juicy chewy fruity treat is and international favourite. Amongst the many flavours, choose your favourite!

Chlormint

Chlor-mint was launched in the year 1997 in the Health care category as an Ayurvedic Proprietary Medicine/Range which contained Herbasol that helped breath freshness. The brand has been refreshed from time to time with launch of variants like Chlormint Ice which was a strong mint and Freshfills, a unique liquid-filled mint offering in the Health Care category.

Though this was a seemingly mundane product proposition, the brand was built around the platform of 'anytime freshness' meaning as and when required rather than being occasion specific. While competitors stressed only on relief from irritation in the throat or on masking bad breath, the dosage was not being highlighted, while in Chlor-mint with herbasol which is an Ayurvedic Proprietary Medicine/Range, additionally dosage was being highlighted such as "anytime, anywhere meaning as and when required consumption." This positioning was reflected in the iconic "Dobara Mat Poochna" tagline in successive television commercials. The ads for Chlormint reflect a distinct attitude and push the boundaries of what is "acceptable advertising." The brand has built a unique place for itself in the consumer's mind, so much so that 'Dobara Mat Poochna' is part of everyday parlance meaning as and when required among youth. In order to widen the appeal of the brand, Salman Khan was chosen as the brand ambassador in 2009.

Happydent White

Sugar Free

Happydent white chewing gum is Perfetti Van Melle's offering in Ayurvedic functional gum in the Health care category. Happydent White an Ayurvedic Proprietary Medicine/Range which contains active ingredients like: Neem, Pudina extract, pudina oil (M.Spiceta),Eucalyptus oil and Meetha soda; mentioned in authoritative text books for their therapeutic uses, have a synergistic affect in treatment means to helps promote oral hygiene (Halitosis)/gum & teeth diseases. Meetha(Baking) Soda helps in maintaining natural whiteness & thus it is positioned as "Chewing gum for a Sparkling Smile". It is currently available in three flavours: Mint, spearmint & Fruit. Happydent brand communication has played a significant role in success of the brand. Clutter breaking "Photographer" commercial followed by "Palace" commercial were well

accepted by the audience. The "Palace" commercial swept all creative awards in India and bagged two awards at Cannes. Truly, Happydent is a "chewing gum for a sparkling smile" Jagmaga le, Muskura Le

Sugar Free

Sugarfree Gum "Happydent White with "Xylitol" which contains Ayurvedic active ingredients like: Neem, Pudina extract, pudina oil (M.Spiceta) and Meetha soda; helps reduce risk of tooth decay. After meals, the pH level in our mouth drops, creating ideal conditions for bacterial growth. These bacteria result in formation of dental plaque, a thin film of bacteria adhering to the tooth surfaces, which weakens the tooth enamel, causing tooth decay. The consumption of Happydent sugar free gums gives an opportunity to experience fresh breath and also get the benefit of chewing a sugar free gum, which helps restore the pH level in the mouth to the required level, especially after having meals & thus helps prevent any further tooth decay.

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Social > Environment Responsibility

Environment Perfetti Van Melle India is committed to meet the needs of customers and consumers in an environmentally sound manner, through continual improvements in environmental performance in all our activities.

Accordingly, our aims are to: Develop, introduce and maintain environmental management system within the plant to meet legal & other requirement for environment. Verify compliance through regular auditing. Ensure safety of its products and operations for the environment by using standards of environmental safety. Assess environmental impact of all its activities and set annual improvement objectives, targets and review the same also. Reduce Waste, conserve Energy, water and explore opportunities for reuse and recycle. Involve all employees in the implementation of this policy by provide appropriate training. Work in partnership with external bodies and government agencies to promote environmental care, increase understanding environmental issues and disseminate good practices.

Tree Plantation in the Factory and the surroundings area

Village Beautification Support Saplings and Maintenance

Children 37 children below the poverty line were adopted by staff members by providing financial help to them for their education. In the Karanaipuducherry village in the Kanchipuram District of Tamil Nadu, PVM India has adopted some village schools and orphanages. PVM India supports these village schools by providing some basic amenities like furniture, white washing the compound and providing recreational games for the children. For the orphanage adopted, PVM India sponsors 2 meals per week for the 70 children there.

Aids Awareness campaign in association with Morning Glory Public Society in Rewari.

Apart from spreading awareness , we had distributed Candies among school kids.

Associated Organizations A hospital chain which provides holistic health care to the women and children and works in close partnership with the local community focusing on preventative health care (primary care) through creating awareness among the served population.

GOOD LIFE CENTRE is a registered charitable organisation recongnized by Tamilnadu goverment, established in the year 1996. The center runs a home for orphans and mentally challenged children.(Regd No 47/1996)

Community

PVM india had distributed old winters cloths to the Leprosy affected people. PVM India celebrated World AIDS day to create awareness among all the employees , drivers, cleaners , visitors and free condoms were distributed at this occasion. Free dental check up camp organized in Factory campus. In the Karanaipuducherry village in Kanchipuram District of Tamil Nadu, PVM India supports a weekly health camp by sponsoring the consultation, treatment and medicines for some people. A Blood donation camp was organized in factory campus and 28 units of blood were donated by the Rudrapur Team.

To help the Humanity, 28 voluntary Blood Donors from Rudrapur Team donated blood at the blood donation camp organized at the factory

Blood donated by the members of Rudrapur Factory in the Blood Donation Camp organized by Sidcul Association

To create awareness about the AIDS and making the society free from this disease , World AIDS Day was Celebrated

Perfetti van Melle Parent Company Perfetti van Melle Category Food Products Sector Food and Beverages Tagline/ Slogan

Caring for excellence USP A trusted brand name in the confectionary and gum industry with a number of popular subsidiary brands STP Segment People who like to have sweets or gum Target Group Kids, youth and middle aged people Positioning As a good quality confectionary brand available at affordable price Product Portfolio Brands 1. Alpenliebe 3. Centre Fresh 5. Happy Dent SWOT Analysis Strength 1.Strong Brand value 2. A wide variety of confectionaries and gums 3. Popular subsidiary brands like Alpenlibe, Big Babool, Chlormint, Center Fresh, Mentos, etc 4. Strong distribution network 5,An employee strength of about 17000 6.It has a global reach, operates in around 130 countries 7. Effective marketing and advertising strategies for each of its subsidiary brands 8.Attractive packaging and high product quality 9.One of the largest confectionery maker globally Weakness 2. Big Babol 4. Mentos 6. Chloromint

1.Most of its products are targeted towards children except for chlormint like product, so limited consumer base Opportunity 1.Reach out in the rural regions 2.Bring newer flavors to attract more consumers 3.Sponsor kids shows like reality contests, cartoon shows, etc. 4.Growing economies results in more opportunities 5.Use its established brand name to introduce new products like snacks, premium chocolates, biscuits, fruit juices, etc. Threats 1.Parents reluctant to buy chewing gums/bubble gums for kids 2.Competition from local and international brands Competition Competitors 1.Cadbury 2.Kraft foods 3.Nestle 4.Wrigleys 5.The Hershey Company