Perfetti
Van Melle Global Travel Retail returns to Singapore this year for the TFWA Asia
Pacific Exhibition, with innovative new display concepts and on-stand
activations to strengthen and support its ‘must have’ products and new lines
(stand basement 2, E29).
One
of the most important tools at PVM’s disposal is visibility. As
confectionery gets travellers in the store, high visibility within the
confectionery area is a must. “The reason that visibility is so important for
confectionery products is because 60%* of purchasing decisions are made at the
airport; shoppers are killing time and, for confectionery, seeing translates
into buying! Perfetti Van Melle’s makes use of unique and colourful displays, which
are the perfect way to attract the eye of the consumer and entice them into the
confectionery area,” says Femke van Veen – Brand Manager Travel Retail.
After having successfully introduced the suitcase
display for its best-sellers, PVM is now focusing on a display for the ferry
channel. “We see a higher demand for channel specific displays and therefore
decided to design a display especially for the ferry channel,” continues van
Veen. “The display creates a sense of fun on the boat’s shop floor, and fits
most of our best selling items. It
is a real eye-catcher and we will start with placing the display at severals
ferries of Color Line and Viking Line. The nice thing is that the display can
be easily adapted to the operators brand equity.”
PVM affirms that to have sustainable success in travel
retail, it essential to stay focused on confectionery shoppers’s needs. Having
the right split is essential and products need to cater to the need for
indulgence, the need for small treats and the need for refreshments. It is all
a matter of having the right balance to make the category grow.
With that being said, PVM will be launching new
products to ASPAC travel retail, including:
Lollipop Memphis Design MegaChup - a limited edition giant chup
consisting of 15 fruit flavoured lollipops. The Memphis Group was an Italian
design and architecture group founded by Ettore Sottsass in 1980 that designed
postmodern furniture, fabrics, ceramics, glass, and metal objects. The Memphis
style is mainly identified by the colourful, bright, saturated colour choices
and geometric style.
Hello Kitty Chupa Chups Markers, a line extension to the Chupa
Chups Smurf Marker and perfectly suited to the ASPAC region given the huge
popularity of the Hello Kitty brand.
In
addition, PVM will be displaying products which should be already be familiar
to buyers and are considered must-stock items.Mentos Mix on the Beach Jumboroll, consisting of eight single rolls in peach/orange, strawberry/banana, and passionfruit/mango flavours – a mix of fruity drink flavours created to capture the spirit of a relaxing holiday.
Chupa Chups
Cupcake, a sweet plastic baking cup holder with 24 cupcake
baking cups and 10 mini Chupa Chups lollipops on top, packaged in a small box.
Mix of
Mini’s Silo that includes Fruit-tella, Dummies, mini Chupa Chups
and mini Mentos – perfectly suited to border stores thanks to its volume.
Speaking
on PVM’s travel retail performance in the ASPAC region, Benedict Ho – Area
Manager Travel Retail Asia – says: “Across the ASPAC region we are outperforming
the sugar confectionery category and growing at a stable rate. This is mainly
driven by our key products. For the South East Asia market, despite a bit of
slowdown in the Chinese travellers in Q4 2018, we are seeing good returns in
the business, especially in Bangkok and Cebu while our business in China has
been contributed to by the uptick in travellers in Haitang Bay and Macau. The
business will be expected to face uncertainty ahead due to the political
tension between China and USA, but I believe we have taken the right steps to
move the business forward in a sustainable manner. We recently had some high
profile promotions in Bangkok and Malaysia which are part of our growth plan
for the ASPAC region this year.”
No comments:
Post a Comment