VP & COO Russia and S. Asia, Perfetti Van Melle visits IMI

Perfetti Van Melle is privately owned company producing and distributing candies and chewing gums in more than 130 countries worldwide. It is the 3rd largest confectionary group in the world and the first to represent in the main Asian market. Employing over 14000 people and operating 32 companies throughout the world, Perfetti Van Melle has a true global reach. Global brands- Mentos, Frisk, Fruittella, Alpenliebe, Golia, Happydent, Vivident, Big Babol, Airheads, Chupa Chups and Smint.

Mr. Pelle highlighted the advantages as well as cautions associated with online advertising. “Online Advertising is projected to grow at a CAGR of 18.3 pc, reaching 77 US $billion in 2011” said Mr. Stefano Pelle.

He discussed the different formats used in online advertising and the method used for charging the companies for the ads. Comparing the global and Indian scenario, Mr. Stefano Pelle said “Though the main mode of advertising is still ‘print’ but other modes like television, radio, mobiles also play an important role in advertising. The most upcoming form of advertising is advertising online which is currently in its nascent stage but has a great potential as a medium of advertising in the future.”

In India Advertising Industry grew by 22.7 pc in 2006, crossing the figure of Rs. 14500 crores. Online advertising growth in same year was 57.1 pc which was way ahead of other traditional medium. According to Mr. Stefano Pelle , 10-15 years down the line online advertising will be having maximum share in total ad expense.

Presenting the case study on Monte Carlo Winter collection, Apollo Acelere Sportz, Protex HappyDent and Mentos Helpline, he helped the students in gaining an insight and practical perspective of the current online advertising scenario. IMI students got to discuss issues ranging from social cost of advertising, Mentos Coke controversy, Indian ad markets vs US ad markets, and cost effectiveness of online advertising.

Introducing Mr Stefano Pelle, who joined IMI as Hony Adjunct Professor, Prof C S Venkata Ratnam, Director, IMI observed that though Internet density in India is lower than some African countries, given the size of the middle class population, the reach of on line advertisement in India could be as large as that of Europe. He quoted late Dewang Mehta of NASSCOM who used to speak about how a one time display of a glass piece studded tie a village woman in Gujat put on website many years at the prodding of her nephew resulted in a huge order equal to the business she did over 20 years. That, indeed is the power of on line advertisement with wide reach at low cost piercing through the barriers of geography and time, Dr Ratnam said.