´The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself´ * In 2007 Perfetti Van Melle had a turnover of € 1.83 billion worldwide, for the Benelux it was € 280 million. Of this € 280 million 10-15% goes to marketing, this shows that marketing is a big part of the company. Perfetti Van Melle is a family owned company, and the family is still very involved in the marketing process. 1. Marketing strategy
Marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing strategy had three interdependent parts: segmenting markets into groups that can be served, ways of developing advantageous relations with those customers, and strategies to handle competitors. The market strategy in the Netherlands is based on innovation and speed on the market. Perfetti Van Melle wants to be the first and the best, they search for growth and growth in share. Segmentation and positioning
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. 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. With the help of GfK (Growth from Knowledge)figures they can pinpoint who’s buying what kind of product. For example they can see what kind of household is buying their products. Families, with or without children, which ages are the children, income and so on. With the help of this information Perfetti Van Melle knows who en how to target with which brands. Not all brands target the same consumer, this is because the demographics of the consumers differ per brand. With Look-O-Look they target children and families with young children, they want the product to be playful original and delicious. With Mentos they target in their words entire generations of young people. The product is diverse so there is a choice for everyone, mint flavor, fruit flavor, sugar-free or gum. And with Klene they target an older audience, consumers that are more traditional and need to be approached in a different way. Relationship Marketing
Marketing management's crucial task is to crate profitable relationships with customers. Perfetti Van Melle's customers are the retailers. Their costumers are food markets, petrol stations, drug stores and smaller ones like swimming pools and sports clubs. Perfetti Van Melle has to keep these customers satisfied. Because of the larger chains of retailers these costumers have much more power and are getting more demanding. A good relationship between Perfetti Van Melle and it's customers is of even greater importance in this case. For example: A few years ago we had the ‘supermarket-war’ in Holland. All supermarkets were reducing their prices wanting to be the cheapest of all to keep their customers. A big supermarket chain like Albert Heijn would want Perfetti Van Melle to reduce their price, or Albert Heijn would have huge losses. With smaller customers a company as Perfetti Van Melle can refuse to lower their prices. But now a days with big supermarket chains like ‘Albert Heijn’ they will have to lower their prices and make a deal. Clients like that are of the highest importance so they will have to drop the prices and keep them satisfied, or it will have a very negative influence on their turnover. When we look at the consumers of the products of Perfetti Van Melle they have to be kept satisfied as well. Perfetti Van Melle does this trough interactive campaigns and the high quality of their products. Competitive strategy
Providing excellent value and customer service are necessary but not sufficient means of succeeding in the marketplace. Besides...