alpenliebe assignment(2)

By- Himanshu TandelManjunath CSamya Roy Sumit SinhaAnubhav Kar

Measuring Brand Health for Alpenliebe

Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation

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• Perfetti Van Melle (India) Ltd. (PVMI) launched its operations in India in 1994.

• Alpenliebe, a hard-boiled sugar candy, was one of the first brands to be launched.

• PVMI also had other big brands such as Center Fresh, Center Shock, Big Babol, Chlormint, Mentos, Fruitella, Cofitos, Protex Happydent, Happydent White, Marbles, Chocoliebe, Chatar Patar, etc., in its brand portfolio.

• Alpenliebe was the one of the largest selling sugar confectionery brand in India and made up a major portion of PVMI's revenue.

About Perfetti Van Melle (India) Ltd.

• Alpenliebe is a leader in the confectionary market with equity across age groups, SECs and towns.– Alpenliebe has 3 variants ie; Caramel, chocolate & strawberry of which

Caramel captures 75% of the total volume – In 2003, a new format Alpenliebe Lollipop’ was introduced in 2 flavours,

supported by communication – In 2005 ‘Cream fills’ was launched which was a cream filled format. This

doubled the growth in the sales volume

• In 2006, thus need felt to gauge the cumulative impact of these activities on the mother brand Alpenliebe in order to chart out the next steps for the brand

• Thus role of qualitative research. The following document details findings from the Qualitative study.

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Background


Research Objectives• Given the research background, we define the research objective as -

,

To explore the equity of the mother brand Alpenliebe in the minds of the consumer

• Key perceptions and the source of these perceptions • Its tangible & intangible strengths and drivers (what connects with the consumers)• The possible chinks in its armor and vulnerabilities

To explore the equity of the mother brand Alpenliebe in the minds of the consumer

• Key perceptions and the source of these perceptions • Its tangible & intangible strengths and drivers (what connects with the consumers)• The possible chinks in its armor and vulnerabilities

1111

Gauge the level of harmony or dissonance between the mother brand & Lollipop

& Creamfills

Gauge the level of harmony or dissonance between the mother brand & Lollipop

& Creamfills2222


Executive summary• Alpenliebe is considered as fun candy and it is for everyone.

• Its round shape , color and hard texture is its unique identity.

• Creamfill has strong brand association with alpenliebe and its liked by everyone as it is creamy.

• Lollipop is seen as different from brand Alpenliebe.It has not been successful to leverage strong brand equity of alpenliebe or its fun image.

• Lollipops image of being only for kids which is emphasized by parents , is having negative effects on the sub-brand.

• Fun Ads are working for the brand in creating different image among consumer.


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Consumers we metLikes

Favourite food

Chocolates They eat

Activities indulged in

• To watch TV, play cricket, likes actors, listening to music. Fun loving.

• Chocolates, Candies, Ice creams, Toffees, Cakes. But mother opposes the kids from eating these items.

• Alpenliebe, candyman, coffy bite,. Cream fills, éclairs , boomer jelly, alpenliebe lolly pop(pink & yellow), happy dent white, menthos, orbit, chlormint, center fresh, menthos, alpenliebe strawberry, alpenliebe chocolate, fruitella, boomfruit ,center fresh

• Playing pranks on friends (means fun for the kids), siblings. Imitating teachers. Eating chocolates without the knowledge of their mother’s.

Alpenliebe consumers are much more active in nature

LOVE PRANKSLOVE PRANKS

FUNNYFUNNY

NAUGHTYNAUGHTY

AGGRESSIVE BUT NON -VOILENT

AGGRESSIVE BUT NON -VOILENT KNOWLEDGEAB

LE

KNOWLEDGEABLE


Words Associated with Alpenliebe

Coffee & chocolate

strawberry

Yeh pile color ki hoti

hai

Woh gol hoti hai

Lollypop - stick

Creamfill

JERRY the mouse is also associated with it,

Alpenliebe – mostly because of its color & naughty

nature.

Peeli wali round candy is the strong identity of Alpenliebe

among consumers

ALPENLIBE

ALPENLIBE

CREAMY

Fun to eatYELLOW OR BROWN

HARD CANDY

“These kids along with alpenliebe also consider having other candies of which creamfill & eclairs is liked more”

Butterscotch, chocolate, strawberry, Lollypop &

creamfill

Some consumers find Alpenliebe to be more attractive than éclairs because it is tastier than éclairs.

Some consumers find Alpenliebe to be more attractive than éclairs because it is tastier than éclairs.


•CREAMY•VANILLA

•ROUND&CREAM INSIDE

•VERY GOOD TASTE•VERY HARD

•CREAMY•VANILLA

•ROUND&CREAM INSIDE

•VERY GOOD TASTE•VERY HARD

CREAMFILLCREAMFILL LOLLYPOPLOLLYPOPSTRAWBERRYSTRAWBERRY

•PINK CANDY•ROSE COLOR•GOOD TASTE

•ORIGINAL STRAWBERRY FLAVOUR

•LITTLE BUTTERY•SWEETEST

•PINK CANDY•ROSE COLOR•GOOD TASTE

•ORIGINAL STRAWBERRY FLAVOUR

•LITTLE BUTTERY•SWEETEST

• CANDY WITH STICK•FOR KIDS

• CANDY WITH STICK•FOR KIDS

Creamfill and choclate alpenlibe

taste similar

Creamfill and choclate alpenlibe

taste similar

No difference between strawberry and lollypop except

the stick

No difference between strawberry and lollypop except

the stick

Too big in size & its for children between 4-6

Too big in size & its for children between 4-6

Brand imagery• Alpenlibe - Round shape,light brown,5-6 yrs old ,boy or girl

both ,nature good ,will be a friend

• Alpenlibe strawbery - 8-11 yrs,white and pink color ,girl

• Creamfills – loving, caring like mom. Since it is creamy.


Consumer consider that Lollypop is detached from ALPENLIEBE as brand name is not present on it.

•STRWBERRY•CHOCOLATE•CREAMFILLS

•STRWBERRY•CHOCOLATE•CREAMFILLS

•CREAMFILLS •ECLAIRS

•CREAMFILLS •ECLAIRS

•LOLLYPOP•LOLLYPOP

ALPENLIEBE

Candyman, coffiebite,Gems

These three could also be added to alpenliebe group , since they are similar

Creamfill & strawberry is strongly associated with mother brand Alpenliebe compared to Lollypop – it is

seen as different.

Famliy Tree• Alpenliebe Rich milk: (dada/grandfather)->( Like the most & it came first)• 2. Alpenliebe strawberry: Papa (It’s the second best)• 3. Alpenliebe chocolate: Chacha (Compared it with

strawberry. It’s like éclairs)• 4. Cream fills: Bua (Similar to chocolate )• 5. Alpenliebe Lollypop: bachcha (different and it takes time to

eat)


Alpenliebe strength &drivers

Weakness

Ads Review


Recommendation

Documents

alpenliebe assignment(2)