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

Author

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  • Anil Saraogi

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.

Suggested Citation

  • Anil Saraogi, 2008. "Lessons in Branding from the Gums Line of Perfetti Van Melle in India1," Vision, , vol. 12(2), pages 61-73, April.
    • Handle: RePEc:sae:vision:v:12:y:2008:i:2:p:61-73
    DOI: 10.1177/097226290801200206
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