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Slide tiếng anh bài tập môn quản trị bán hàng Perfetti Van Melle là một công ty đa quốc gia ÝHà Lan về bánh kẹo và kẹo cao su. Nó được thành lập vào năm 2001 với sự hợp nhất của Perfetti của Ý và Van Melle của Hà Lan. Ngày nay, Perfetti Van Melle là một trong những Tập đoàn bánh kẹo lớn nhất thế giới, có các thương hiệu mạnh và nổi tiếng quốc tế. Tại Việt Nam, những thương hiệu được người tiêu dùng yêu thích và có mặt rộng rãi trên thị trường như Mentos, Chupa Chups, Alpenliebe, Golia, Big Babol, Happydent.
We strike to be the world's most innovative confectionery company TABLE OF CONTENTS • Company profile • Situation analysis • Sales activity COMPANY PROFILE Perfetti Van Melle is an Italian-Dutch multinational company of confectionery and gum It was formed in 2001 with the merger of the Perfetti of Italy, and the Van Melle of the Netherlands Today, Perfetti Van Melle is one the largest confectionery Groups worldwide, featuring strong and well-known international brands In Vietnam, the brands that are loved by consumers and widely available in the market like Mentos, Chupa Chups, Alpenliebe, Golia, Big Babol, Happydent Key Activities We strike to be the world's most innovative confectionery company PERFETTY VAN MELLE Responsible We approach everything we responsibly We care passionately about and value our consumers, our people and the environment COMPANY / BRANDS IN VIETNAM Chupa Chups Golia Chupa Chups comes in a wide range of packs and formats to fit the personality and needs of consumers everywhere Golia is best known as a gummy liquorice candy.Today it's also available in a wide range of flavours and formats Mentos Alpenliebe Mentos is an exceptionally fresh chewy mint that comes in a great variety of exciting mint and fruit flavours Alpenliebe candies and lollipops offer a unique product experience The rich and smooth milky taste appeals to the sweet tooth of both kids and adults Big babol Ever since it was introduced, Big Babol has been a favourite with children around the world Available in mouthwatering fruit flavours Happydent Happydent is a sugar-free gum, it helps neutralise plaque acids with different formulations for a whiter smile, oral hygiene and fresh breath SITUATION ANALYSIS 1, EFE Matrix 2, IFE Matrix 3, SWOT Matrix External Factor Evaluation (EFE) 1, Market demand In Vietnam, the demand for candy is very large The amount of candy is consumed the most on occasions such as Tet holiday, Mid-Autumn Festival, Children's Day, For a long time every Tet holiday comes, colorful candies are indispensable on the guest table of every Vietnamese family In different geographical regions, people have different consumption habits Along with the busyness of work, many people often have little time to eat, so they have the habit of using ready-made products such as candy -> Therefore, the demand for Vietnamese people to buy and use candy is very large and will remain at a high level in the near future This has a very positive effect on the sales of Perfetti van melle 2, Competitor -Currently, imported products from other countries have highly competitive prices, not much difference compared to domestic products of 10-15%/product -Perfetti's biggest competitor today is Mars Wrigley - a strong brand that holds many famous sub-brands and has a foothold in the Vietnamese candy market such as M&m, doublemint, Currently, this candy company only focuses on developing and selling chewing gum in Vietnam market and chocolate candy -> Although it does not compete directly in product categories, this still affects Perfetti's sales in the Vietnamese market Internal Factor Evaluation (IFE) 1, Strong brand value Perfetti is a strong brand in the Vietnamese candy market with nearly 26 years of presence in the Vietnamese market Perfetti has become the "national" candy company in Vietnam This makes selling activities easier When it comes to popular candies that Vietnamese consumers often eat, people immediately think of candies such as Alpenliebe, Mentos, - brands of perfetti van melle 2, Strong financial resources - Enterprises often facilitate sales staff to participate in training programs including lessons with basic content about products and consulting skills This is a useful course for salespeople to support them in their sales activities and improve human resources -Regularly organize excellent salesman contests to Attractive packaging The management has given the product a very impressive packaging, quite different from competitors For example, the packaging of Alpenliebe on Tet holiday, the packaging of alpenliebe impresses and depicts the image of "home" For every Vietnamese, "home" is a place of attachment, a place to return to, and a place to make Tet more complete With the wish that every Vietnamese people when they think of "home" , is remembering alpenliebe's candies, this is considered a very successful creation of Perfetti in the Vietnamese market 4 Variety product list Perfetti's product portfolio in vietnam is very diverse to meet the needs of consumers Product widths of Perfetti VN are types such as hard candies, soft candies, lolli pops, gums and jellies Product lengths of Perfetti VN are types PRODUCT WIDTH Hard candies PRODUCT LENGTH Soft candies Lolli pops Alpenliebe Alpenliebe Chupa Chups Golia Mentos Gums Jellies Big Babol Chupa Chups Happydent SWOT Analysis S (Strengths) • Perfetti is a strong brand in the candy market in Vietnam, trusted by many people • Perfetti currently has a very diverse and rich product range, meeting the diverse needs of people • Perfetti has strong financial resources to facilitate training to improve the capacity of sales staff W (Weaknesses) • Every year the company O (Opportunities) • Vietnam has a high and T (Threats) • The promotion policies has to import some raw stable economic of competitors are materials for production growth rate abundant Therefore, in unfortunate situations, the company cannot guarantee the correct production schedule • Vietnamese consumers' • Counterfeit goods, tendency to use good imitations of Perfetti quality products brands such as • The habit of buying and Alpenliebe Because of using sweets of its popularity, this Vietnamese people is candy has been copied very large, especially a lot, with names like: on Tet holidays or Annabella, Anpennibe another holiday , the with many letters demand of Vietnamese written differently but people increases This making the color of the positively affects sales candy shell the same, of Perfetti van melle easy to deceive consumers • The sales team is • The candy market in • Candies is not necessity, dynamic, enthusiastic, Vietnam has a lot of does not serve the basic grasping the market potential that has not needs of people and very quickly, so it is been fully exploited there are many other easy to satisfy customer psychology • Reasonable distribution channels MT and GT help customers buy genuine Perfetti products easily at supermarkets and grocery stores nationwide substitute products SALES ACTIVITY Target customer Target customers include the following: - Wholesalers include: agents, general wholesale supermarkets nationwide -Retailers include: retail supermarkets, convenience stores, department stores, shopping mall nationwide Specific examples: ● Supermarkets such as: BigC, Mega Market, Lotte Mart, Co.opMart, ● Convenience stores: Circle K, FamilyMart, Winmart+, ● Grocery store, wholesale agent of households ● Trade center: Vincom, Aeon Mall, Trang Tien Plaza, Lotte Shopping Center, Features and benefits of the product for the target customer Product benefits for target customers: • Products with high recognition, easy to sell to consumers • Product packaging is attractive and beautiful • There are many promotions and attractive discount rates • There is a fast shipping system to ensure the supply of goods Target customers nationwide • Warranty policy when goods are defective or distorted during transportation transfer Thank for watching Please contact me if you have any questions Phone number Địa E-mail Webiste 0123456789 sale@s-perfettivanmelle.vn https:// www.perfettivanmelle.com/