Perfetti MD Stefano Pelle at IIM Lucknow

Perfetti MD Stefano Pelle at IIM Lucknow

Lucknow, July 9, 2005: The Indian Institute of Management, Lucknow, in its constant endeavour to substantiate classroom knowledge with practical cases from industry, holds frequent talks with corporate leaders and field experts. 9th July saw the Industry Interaction Committee organize a talk by Mr. Stefano Pelle, Managing Director, Perfetti Van Melle, who looks after operations in the Indian sub-continent. Mr. Pelle is scheduled to take over as Vice-President Chief Operating Officer for Business Unit South Asia and Russia in September 2005. Mr. Pelle, who has been with Perfetti since 1998, was accompanied by Mr. Milind Pingle, National Head of Sales.

For Perfetti Van Melle India (PVMI), the Rs. 400-crore confectionery manufacturer, India is its second largest market after Italy. They have invested between Rs. 500 and Rs. 600 crore in India since 1994 and have a massive distribution network with products stocked across an estimated 10 lakh outlets across the country of which 2.5 lakh are pan shops. The market region of Uttar Pradesh, for instance, is divided into East, West and Central with Lucknow in the Central U.P. segment. Perfetti has near dominance in the Lucknow market with its leading brands Centre Fresh, Alpenlibee and Big Babol.

IIM Lucknow, contributing some of the best marketing talent in the country, boasts a diverse student profile with a majority of the students specialising in marketing. One of the top priorities on the minds of tomorrow's marketing managers is the need to stay one step ahead of the competitor. In this regard, Stefano Pelle's talk focussed on the need for constant and sustainable innovation in the competitive market environment. Perfetti has always prided itself for its policy of production development and diversification that guarantees continuous innovation. Innovation today, he stressed, includes all the elements of the marketing mix - product innovation, packaging and promotions. It extends beyond the traditional lines into innovation in the distribution network, in advertising, and most of all in satisfying and often anticipating the diverse demands of the consumer.

Mr. Pelle's interactive and candid session helped map the road to building brands through successful innovation. Big Babol was studied as a representative case in enhancing brand value and market share through continuous efforts to innovate on various levels. An MBA with his masters in Marketing from the Luiss University of Rome, Mr. Pelle's straightforward manner and keen sense of humour helped make the talk one of the most successful this year.

These sessions, which form part of the co-curricular activities on campus provide an excellent platform for management learning as well as building mutually beneficial relations between the institution and industry.

Concluded.

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Contributed by -
Siddhartha Butalia,
First Year,
IIM Lucknow.

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