SUGAR CONFECTIONERY: PERFETTI VAN MELLE


“We differentiate based on channel and are very critical of the assortment at the point of sale.”


Susan de Vree, Perfetti Van Melle


Far right: Novelties such as Chupa Chups ‘Do You Love Me’? zipper pouch are tailored towards the airport consumer.


Right: Merchandising displays such as the suitcase format seen here play an important role in generating cash till-point sales.


and the ‘Do you Love Me’ concept for Chupa Chups. We’ve changed the approach


towards border shops with a first product specifically for the stores, Chupa Chups ‘Do you Love Me’ tub, 600g. It is a value for money approach and that is what is required in the border shops. More expensive gifting products


are not the main reason for purchasing in the border shops; most of the time people go to purchase liquor and tobacco. We differentiate based on channel and are very critical of the assortment at the point of sale: who is your traveller, their profile and based on that you change your assortment. We are focusing now on our top


always been an innovative company – and still are – although we have fewer innovations and new products. This year we will introduce


two new concepts – the Mentos Connecting Tin, the ‘Say Hello’ Tin


10 best-selling skus and promotions for these products, as well as the top six for the cash till point – chewing gum and refreshing mints. This is a strategy we are rolling out to our customers and we expect our distributors to be critical on what is in the assortment.


If you have a high-stock


level of products that aren’t rotating that becomes very expensive. We also still focus on displays. «


EVERY JOURNEY NEEDS A RICOLA.


70 TRBUSINESS


JUNE 2018


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