Premiums Spurt, Spot Rupee Inert

Perfetti's promotion-driven strategy has got it one success, Alpenliebe, and several misses. It is now launching products that best fit with its existing strategy

Couple of weeks back, Perfetti began test-marketing a coffee-flavoured candy Cofitos in Bangalore. Soon, the coffee-cream candy will be rolled out nationally. If initial trade feedback is any indication, Cofitos may well turn out to be a winner.

Should that happen, it will be a big reprieve for the $1.2-billion Italian confectionery giant