MYANMAR: Perfetti Van Melle signs DKSH deal for Myanmar entry

By Michelle Russell | 23 November 2012

Perfetti Van Melle said Myanmar is “a very complex market with high entry barriers” for Western companies

Perfetti Van Melle said Myanmar is “a very complex market with high entry barriers” for Western companies

Dutch-Italian confectioner Perfetti Van Melle has signed a marketing, sales and distribution deal with global market expansion firm DKSH for the launch of its products into Myanmar.

The confectioner has entered into an agreement with DKSH's consumer business unit for Asia that will see the company take on the marketing, sales and distribution of its range of candies and soft chews across all trade channels in Myanmar.

Perfetti van Melle VP Luca Parodi said the company is "looking forward to leveraging DKSH's comprehensive network and deep local expertise in Myanmar for sales, distribution, and support services" to launch and grow its brands in the country.

Parodi said the country is "a very complex market with high entry barriers" for Western companies.

Perfetti van Melle produces and distributing confectionery to around 150 countries. Brands include Mentos, Fruitella, Alpenliebe and Golia.

The partnership deal is an extension of a deal both firms have participated in for a number of years in New Zealand.

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DKSH, the leading provider of Market Expansion Services with a focus on Asia and publicly listed on the SIX Swiss Exchange, further expands its business in Myanmar. Newly signed is DKSH's agreement with Perfetti Van Melle, a leading global confectionary company with over 19,000 employees, to assist them with their market entry into Myanmar.

Zurich, Switzerland, November 20, 2012 - DKSH's Business Unit Consumer Goods, Asia's leading Market Expansion Services specialist for fast moving consumer goods, has entered into an agreement with Perfetti Van Melle for the marketing, sales and distribution of Pefetti Van Melle's range of candies and soft chews across all trade channels in Myanmar.

Perfetti Van Melle is a leading confectionary company, producing and distributing candies in more than 150 countries worldwide, including many well-known household brands such as Mentos, Fruitella, Alpenliebe, Golia, Happydent, Vivident, Big Babol, Airheads, Chupa Chups, and Smint. As a leading confectionary specialist with over 19,000 employees, Perfetti Van Melle ranks third in the global confectionery market and is the leader in Asia.

"With the lifting of sanctions by the EU and the USA, Myanmar is a very promising market with significant opportunities, also for the confectionary products from Perfetti Van Melle. Both companies have been partnering for many years in New Zealand, and we are very much looking forward to this important extension of our cooperation with Perfetti Van Melle in Myanmar where we foresee similar success," says Somboon Prasitjutrakul, global Head Business Unit Consumer Goods, DKSH.

"Myanmar is today in the midst of significant political and economic reforms. In recent months, we have seen more changes in this country than over the past decade. DKSH has been operating in Myanmar for more than 15 years and employs presently over 800 specialists in the nation, mainly providing services to the fast moving consumer goods and healthcare industries," comments Dr. Joerg Wolle, President & CEO of DKSH Group. "As a pioneer in this market, we have a well-established capillary distribution network and excellent infrastructure on the ground. We are optimally positioned to help companies with their market entry and expansion in Myanmar. Following the extended isolation from the outside world, there is significant demand for Western products. Despite the currently low disposable income levels, this emerging market with a population of more than 54 million people offers promising growth potential."

Luca Parodi, Vice President, Perfetti Van Melle comments, "Perfetti Van Melle's brands are household names worldwide, and we are looking forward to leveraging DKSH's comprehensive network and deep local expertise in Myanmar for sales, distribution, and support services to launch and grow our brands in the country, which is a very complex market with high entry barriers for us as a Western company."

About DKSH Group DKSH is the leading Market Expansion Services Group with a focus on Asia. As the term "Market Expansion Services" suggests, DKSH helps other companies and brands to grow their business in new or existing markets.

Publicly listed on the SIX Swiss Exchange since March 2012, DKSH is a global company headquartered in Zurich, with 650 business locations in 35 countries - 630 of them in Asia - and 26,000 specialized staff. In 2011, DKSH generated net sales of CHF 7.3 billion.

The company offers a tailor-made, integrated portfolio of sourcing, marketing, sales, distribution, and after-sales services. It provides business partners with expertise as well as on-the-ground logistics based on a comprehensive network of unique size and depth. Business activities are organized into four specialized Business Units that mirror DKSH fields of expertise: Consumer Goods, Healthcare, Performance Materials, and Technology.

With strong Swiss heritage, the company has a nearly 150-year-long tradition of doing business in and with Asia, and is deeply rooted in communities and businesses across Asia Pacific.

 

Original source: DKSH

Sectors: Confectionery, Emerging markets

Companies: Perfetti Van Melle

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