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<ul><li>To join the bandwagon of offering healthy solutions to consumers, <keyword id="215445" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle-India">Perfetti Van Melle India</keyword>’s <keyword id="10113427" type="UNKNOWN" weightage="20" keywordseo="alpenliebe-juicyfills">Alpenliebe JuiCyfills</keyword> launched Liquid filled Candy with fruit juice and Vitamin C.</li><li>We speak to Rajesh Ramakrishnan - Managing Director, <keyword id="135659" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle">Perfetti Van Melle</keyword> India to understand the idea behind launching immunity-based candy, impact of lockdown on the company and goals ahead. </li></ul>Since the COVID-19 virus came into our lives, brands have tried to come up with out-of-the-box solutions to help people surf through the rough waters and fight the virus. From anti-corona fabric to antiviral paint, brands have come up with all kinds of innovative, and at times even bizarre solutions to deal with the virus. To join the bandwagon of offering healthy solutions to consumers, Perfetti Van Melle India forayed into the fruit candy segment with Alpenliebe JuiCyfills that is a Liquid filled Candy with fruit juice and Vitamin C. In these testing times, Vitamin C has seen its importance increasing in the market since it helps build immunity. So, the brand wanted to offer a fun and healthy option to kids and adults. It launched a TVC reminding people that sometimes bringing the inner child out can also bring happiness to a family. The TVC showcases a kid who relishes the fruity blast of the new Alpenliebe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief the kid plays a prank that lands his grandparents in a sweet moment of reconciliation. The idea was to position itself as a candy that ‘brings hearts together.’ <div type="Youtube" id="LwCKsIcCfhU" title="Alpenliebe JuiCyfills - #ShararatKaPhalMeethaBhiHotaHai" thumbUrl="https://i.ytimg.com/vi/LwCKsIcCfhU/mqdefault.jpg"></div> However, since confectionery doesn't fall under essentials, there was a clear cut down on the consumption rate. Telling us how the lockdown impacted Perfetti Van Melle India, Rajesh Ramakrishnan - Managing Director, said, “The <keyword id="10113426" type="UNKNOWN" weightage="20" keywordseo="confectionery-category">confectionery category</keyword> falls under the larger Impulse category. We are highly dependent on footfalls on the street. Due to the lockdown from end of March, the traffic in the street significantly came down- schools, colleges, offices were all closed and this greatly impacted our business. April was tough and then May-Aug picked up slowly as the lockdown started easing a bit. The good part is that most of our portfolio is at Re 1 and hence it is an affordable treat for many, so the bounce back is also that much faster.” Increasing focus on e-commerce was another trend that the brand latched onto. “One of the key trends that we see is moving towards Fortification, especially in the F&amp;B category. Consumers are looking for products that provide health related benefits in these times. Another is the move towards greater in-home stocking leading to in-home consumption. There is also a greater shift towards e-commerce across categories,” said Ramakrishnan. Perfetti Van Melle had to cut down its ad spends in the beginning of the lockdown and is now slowly bouncing back. “We had also cut down our spends during the tough months. But now we are slowly getting back to spending to further fuel demand and support our new launches. TV still continues to be our mainstay medium, while our spends in Digital have gone up,” said Ramakrishnan. To minimise COVID’s impact further, the confectionery giant is also focusing more on its large packs for in-home consumption and target consumers via e-commerce. And like any other F&amp;B brand, festive season plays a key role for Perfetti Van Melle. Speaking about the initiatives lined up during the festive season, Ramakrishnan said, “The festive season between Aug-Dec is a key period for us as well, like it is for many F&amp;B products. We have several initiatives lined up for the festive season on Alpenliebe and Alpenliebe Juzt Jelly. We kicked this off with an interesting activation on Alpenliebe during Raksha Bandhan, where we encouraged families to come together to create DIY Rakhis.” The confectionery industry is roughly worth Rs 12,000 crore and was growing steadily before COVID. Ramakrishnan said that it will take a while for the industry to come back to its normal rate of growth, since that would also depend on footfalls in the street. Meanwhile, the brand will continue to focus on staying relevant and building trust. Ramakrishnan said, “Brand building is always a long-term proposition. Consumers consume products that fulfil their functional needs and they connect with brands at an emotional level. This is not likely to dramatically change during or post the pandemic. I believe that brands need to stick to the fundamentals – understand and anticipate consumer needs, offer differentiated products, build strong consumer engagement and drive distribution. In fact, we have observed that consumers become less experimental and prefer to stick to their trusted brands. Brands which have stronger connect are doing better during this period because of the trust they have built over the years. We at Perfetti, operate in a largely impulse category, and the different brands in our portfolio play different roles in the lives of the consumer. For example, Center fruit is all about 'mood transformation' which uplifts your mood and makes you happy, Alpenliebe is about 'Bringing Hearts closer' by getting the family closer to each other. These are very relevant spaces in general and especially in these times.” As a marketer, Ramakrishnan said that it is important to be empathetic to consumers, understand and anticipate their needs in these tough times, and meet those needs. Perfetti Van Melle is currently the market leader in confectioneries and will be focusing towards further strengthening its position during and post-COVID.

Why Perfetti Van Melle India decided to launch Vitamin C candies

<ul><li>MMA and GroupM's report highlights the growing importance of accountability in marketing and why it is more critical at times like this.</li><li>As per the report, 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling.</li></ul>MMA in association with GroupM released its latest report ‘<keyword id="10441765" type="UNKNOWN" weightage="20" keywordseo="modern-marketer-reckoner">Modern Marketer Reckoner</keyword>’ –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020. With the various shifts that have happened in 2020 as well as mobile always being an important part of our daily lives, this year’s report focuses on two major perspectives – the consumer lens and the marketer lens. The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view. The first half of the report talks from a consumer sentiment perspective and the impact it has had at a socio-cultural level. It also highlights the media consumption perspective, with a special focus on digital and mobile app ecosystem. This looks at the growth in the mobile and digital ecosystem in the last few months and how it has leapfrogged. And lastly, it highlights the shopping perspective, focusing on how the shopping basket has changed for consumers, the shift towards essentials and the huge increase in eCommerce as a mode of shopping. While the second half of the report focuses on providing a modern marketing reckoner to marketers on the key strategic tentpoles they should look at, so to navigate the ambiguity and the uncertain business and economic landscape and is themed “Everything is Possible”. It highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with the current uncertainty but is a reckoner, even beyond. This part focuses on how the way consumer content has been changing and therefore how the content ecosystem is seeing the emergence of new formats and trends. Thus, it showcases and discusses how brand communication has moved from creativity to proliferation and thereby what should brands do to retool their strategies. It also highlights the growing importance of accountability in marketing and why it is more critical at times like this. While the first section is more a data and reports led piece, the second section is more centred around best practices, guidelines, expert point of views. Speaking on the report, Prasanth Kumar, CEO, GroupM South Asia said, “The advertising and <keyword id="7678376" type="UNKNOWN" weightage="20" keywordseo="marketing-industry">marketing industry</keyword> has been encountering some fast changes in the past few years with the advancement in innovation and technology. In this current wave of uncertainty and ambiguity, it becomes even more critical for marketers to measure ROI and therefore, invest in data and technology to do the same. The pandemic has triggered a definite shift in the consumer and the business landscape but if we display rigour and foresight and use effective advertising and modern marketing models, we can help businesses stay on top. This year with the report we wanted to decipher the changing face of content and influencers, new communication formats and channels, and the ways to build powerful brands.” “The reckoner underlines the marketing industry’s certainty when it comes to the rapidly expanding mobile channel,” said Rohit Dadwal, Managing Director at MMA Asia Pacific. “The industry, on the whole, recognises that the modern era of the market is upon us and we need to embrace it. this new age of marketing is going to be built on tools and technology that this report helps to outline along with great examples through the lens of various industry leaders who are the torch bears of this change… helping @shapethefuture for marketers and agencies in India and abroad.” <keyword id="651159" type="PERSON" weightage="20" keywordseo="Tushar-Vyas">Tushar Vyas</keyword>, President, GroupM South Asia commented, “One of the biggest areas of impact that has emerged is the digital ecosystem. It plays a huge part in the way the business landscape of today has unfolded. We believe that modern marketers will have an advantage if they can apply deep insights to understand the changing landscape. In this period of uncertainty, we need to be more outcome-driven and mobile aligned to usher hope and dynamism into the life of the consumer again. With this report, we wanted to address the huge changes in the industry and talk about the new ways to embed data into every part of the business and decode them to get powerful insights which in turn can help brands communicate better.” Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India commented “We have seen unprecedented changes in 2020 and this has an impact on consumer and shopper behaviour as well as on our media consumption habits. Yet, even as many things change, some things remain constant- for brands to stick to their fundamentals- develop relevant differentiated products, build iconic brands, expand reach, and create engaging communication. This report, as always is basis extensive research and nicely encapsulates the changing landscape and the key considerations that Marketers need to keep in mind as they navigate through 2021 and beyond”. Sandeep Bhushan, Director &amp; Head of GMS India, Facebook commented, “We are experiencing unprecedented shifts in consumer attitudes and behaviours due to the pandemic. A significant digital acceleration has happened on the back of social media, and with over 400 million Indians connected on the Facebook family of apps in India, mobile is now central to media consumption and business impact. To build on the opportunity, businesses need to adopt the immersive tools on the platform, pivot the media-mix and measure true incremental business outcomes. Our playbooks for the new normal in partnership with GroupM and Ogilvy are now available for all marketers to accelerate growth.” <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “This report is an extremely holistic and robust report and has been written basis intensive research across multiple industry studies and reports, a lot of primary research which has been conducted in the past few months both by MMA and GroupM, POVs and contributions from multiple industry experts across multiple areas and verticals, POVs and contributions from GroupM leadership, GroupM subject matter experts and MMA board members.” Key highlights from the report: · 54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit. · 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling. · Almost 90% of people agree that they are more careful about how they are spending their money. · 50% of people have delayed big purchases and almost 38% have cut down on day-to-day expenses. · Hardest hit are the discretionary categories – 77% have reduced eating at restaurants. 55% have reduced buying clothing and fashion accessories and 48% have reduced spending on consumer electronics. What has seen a positive impact are the areas related to health and hygiene – 29% are exercising more at home, 24% are consuming more vitamins and supplements, 23% are spending more on groceries. · Among the digital-first timers - 45% streamed movies, 43% got WFH software, 33% used an e-learning app, 28% purchased grocery online and 22% consulted a doctor online.

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

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Why Perfetti Van Melle India decided to launch Vitamin C candies

Karuna Sharma

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

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