People’s Insights Volume 1, Issue 34: Alpenliebe Kindness Movement
alpenliebe assignment(2)
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By- Himanshu TandelManjunath CSamya Roy Sumit SinhaAnubhav Kar
Measuring Brand Health for Alpenliebe
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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.
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• 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
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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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
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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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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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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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.
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Alpenliebe consumers are much more active in nature
LOVE PRANKSLOVE PRANKS
FUNNYFUNNY
NAUGHTYNAUGHTY
AGGRESSIVE BUT NON -VOILENT
AGGRESSIVE BUT NON -VOILENT KNOWLEDGEAB
LE
KNOWLEDGEABLE
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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Words Associated with Alpenliebe
Coffee & chocolate
strawberry
Yeh pile color ki hoti
hai
Woh gol hoti hai
Lollypop - stick
Creamfill
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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
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“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.
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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•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
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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.
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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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
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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)
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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Alpenliebe strength &drivers
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Weakness
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Ads Review
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Content• Background• Research objective• Executive summary• About consumer• Alpenliebe brand• Sub-brands of Alpenliebe• Relation among brands• Strength & Weakness • Recommendation
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Recommendation
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