Riding high on innovation

Perfetti Van Melle India Pvt Ltd, the confectionary major with leading brands such as Alpenliebe Creamfills, Alpenliebe Lollilop, Centre Fruit, Centre Fresh, Mangofillz, Chlormint, Chocoliebe, Fruittella, Happydent White etc in its stables, recently went in for a retail visibility drive aimed at grabbing the attention of the consumer.  

The idea behind the initiative, executed in collaboration with Fourth Dimension, was "to create an out of shelf engagement point to the consumer themed around the concept of creating Jelly Island”, according to Vijay. V. M, Manager - Visibility, Perfetti Van Melle India Pvt Ltd.  

The display stands out at the retail space with its innovative and vibrant design. Perfetti Van Melle India has always focused on innovative marketing initiatives and presence and these display units are in line with that.    .    

Speaking on the development part, Vipul Kumar, Executive - Visibility, says, "Two concepts were zeroed in after a lot of brain storming and ideation process as we had a clear brief of developing an out of shelf Jelly Island. Also talking on the material selection, Vipul adds the unit had to be sturdy and offer better shelf life. Hence the materials chosen was a combination of metal & sunboard."

The visibility team along with the vendor also went in for a retail space study to understand the various elements that would further impact the designing & development of the Unit. As Vijay says, "It was important to understand the space available, the layout of the outlet & also the kind of ambience it offered so that the unit could readily sync in and create an unique experience to the consumer being exposed with our Brand.

Speaking about the effectiveness of the units, which were installed at Spencer's, Gurgaon & Spencer's, Kolkata, Vijay says, "They have driven good impact for the brand in terms of both visibility and off-takes. The sales clogged by 3 times. "

Speaking further about the importance of a good vendor collaboration for any retail visibility drive, Vijay adds, "Vendor collaboration is an integral part in planning of any visibility activation as we need to work on a platform which has convergence from both the stake holders. While a qualified vendor can add immense value through his creative expertise, it's important for him to be aligned with the Brand Guidelines & core elements to churn out a design that not only enhances brand equity but also connects the TG with it. Hence the vendor has to have an in depth understanding of the brands they associate with and be well acquainted with the guidelines to be well aware of the communication strategy, brand positioning and the TG that we are targeting. Most importantly they need to be clear of the objective of the whole exercise.”

Well, the new visibility initiative by the brand is certainly an example of a successful collaboration as is evident from the impact and presence of these displays.