000			01239pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bSar
100			_aSaraogi Anil
245			_aLessons in Branding from the Gums Line of Perfetti Van in India
250			_a2
260			_a _bApr - Jun 2008 _c0
300			_a61-81 Pp.
490			_v12
520			_aIn 2003, while the overall top line for the Indian operations of the global confectionery major Perfetti Van Melle was showing consistently upward trend (around 14% CAGR), the Gums line of the same was a drag for the company and was not able to make a positive contribution to the company bottom-line. In fact, Gums business grew only 3 per cent last fiscal. The line has been faced with stagnant sales and was unable to utilise the allocated plant capacity. The Divisional Head of the Line, along with his team was faced with this grave situation and was frantically looking for a break.
650			_aCase Study-Branding
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR9980.pdf
906			_a29102
999			_c29843 _d29843