So why do people really eat Chlormint?!?

IIPM Publication

No, we’ve not yet left the question? Why do people really eat Chlormint; or for that matter, any of the other confectionery items sold by Perfetti Van Melle India, a company that lays claim to more than a quarter of the market share in the estimated Rs.1,800- 2,000 crore confectionery segment? “Over 35 million Indians touch a Perfetti product everyday,” an overly proud Prakash Wakankar is besides himself when he gloats over the figure to us. But perhaps he’s earned quite some right to be boastful; well, he is the Managing Director of this Rs.700 crore behemoth.

But that’s easier said than eaten, huh? Having bagged some of the biggest advertising awards of recent times with flamboyant commercials for its brands Mentos and Happydent, one would assume that with a 15-product-strong portfolio, which includes radically transformative success stories like Centre Fresh, Alpenliebe, Mentos, Chlormint, Big Babool, Happydent, and others, a company like Perfetti would be beyond reach of most competitors, huh? Well, didn’t we tell you, that’s easier said than eaten.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative