Indian sugar confectionary market is estimated to be of 1200 crores and Alpenliebe is the leader in the market with its worth around of 160 crores. The brand has been one of the most successful launch in the last two decades and it has been positioned as family candy brand. The brand was launched in the year 2001 with a successful merger between the Italian and Dutch companies Perfetti Vanmelle (PVM). Now the Indian venture is the second largest of their global portfolio next to China.
PVM has many products in India but undoubtedly Alpenliebe is the shining star in its armour. With effective and aggressive brand building , this brand has grown to become the single largest brand in the segment. The brand is a very unique because of its name and the size. Alpenliebe is a very complicated name, which means “Alps with Love”.
When the product was launched, the biggest challenge was to teach such diverse community of Indians with 24 languages and a million dialects to pronounce a brand name that does not have a meaning and is very peculiar sounding. According to marketing basic concepts brand name should be simple and be able to reflect the brand values and can be easily pronounced. However, Alpenliebe broke all rules. Its initial advertisements were focused on its name only. For the initial 30 second ad, Alpenliebe was pronounced the name 5 times to ensure that the target group pronounce it correctly. The name became the biggest differentiator and reflected an International image for Indian people who are known to be crazy about foreign brands and Alpenliebe capitalised on that.
The shape was also unique because most of the candies at that time was rectangular or cylindrical but Alpenliebe came out with a round shape. The product was also really good .The company changed the taste of this brand to suit the Indian Palette making it more Caramelliar than the international one.
Perfetti knows the method to build the brand and it spends lot of money on Alpenliebe through interesting ads. The brand is positioned as a Family Candy with kids and elders sharing the limelite. Alpenliebe is a classic case where basic concept were defied and still the product succeeded.
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