What makes Sameer Suneja, recently named global CEO of Italian confectionery major Perfetti Van Melle, stand out?
“Please give me your blessings,” said Sameer Suneja, calling Ogilvy chief Piyush Pandey from San Diego, where he is holidaying with his family and gearing up for his new job as global CEO of Perfetti Van Melle (PVM), the Italian confectionery conglomerate. In his characteristic humble way, 41-year-old Suneja, until 2012 the India head of PVM, sought the support of a man with whom he has worked very closely over the years and built a bond beyond professional precincts. That was Wednesday, August 7.
Last week, the industry woke up to the news of Suneja’s elevation to the global role, and there was a general feeling of joy for the achievement of a professional known for his business acumen as well as his wide smile and gentle mannerisms. “He is a remarkably good human being, with a brilliant mind and the calm and confidence of someone who leads without overtly asserting himself,” comments Pandey, Executive Chairman and NCD, Ogilvy & Mather India. “I am extremely proud that yet another Indian youngster is going to be leading a huge global company.”
‘HE SHOULD’VE BEEN AN ADMAN’
Suneja’s rise to the top comes on the back of being an astute leader, high growth in the India market, innovative product positioning and pricing strategy, and calculated risks that paid off richly, such as the launch of Stop Not range of snacks, taking the Group to the non-confectionery segment for the first time.
But above all, Suneja is known for building the PVMI brands through cutting edge advertising campaigns. For this, his modus operandi was to give his agencies absolute freedom and respect. “Sameer believes good creatives make or break brands, and really trusts the instincts of his creative partners. On the Perfetti account, there is no servicing - they directly deal with the creative people,” says KV Sridhar, Chief Creative Officer, India Subcontinent, Leo Burnett, one of the three creative partners of Perfetti in India, the other two being Ogilvy & Mather and McCann Erickson.
Sridhar aka ‘Pops’ recalls an incident at Suneja’s office in New Delhi, when he was offered some unwrapped candies. “I know you are diabetic, but you have to eat this, Sameer told me,” says Pops, who didn’t realize that he was tasting a new product, Creamfills, which had not yet been launched or named. Pops ate it. Some of his team members chewed it, some rolled it in the mouth… and they were surprised to find cream inside the candy. “Sameer asked us to translate that same surprise into the brief!”
Abhijit Avasthi of O&M has worked with Suneja since 2002, and feels he really belongs in a creative agency. “Sameer is actually an agency person. The fun that he has… the belief that he has in good communication… rarely have I come across anybody who enjoys it so much,” muses Avasthi, a close friend of Suneja.
Several campaigns and brand baselines led by Suneja have become a part of consumer lingo - “Dimag Ki Batti Jala De” for Mentos, “Dobaara Mat Poochna” for Chlor-mint, “Lagey Raho” for Alpenliebe Lollipop, “Smile Please” for Happydent White, “Hila Ke Rakh De” for Center Shock and so on.
PASSIONATE ABOUT THE BRAND
Two things Suneja can do simultaneously is think out of the box and remain focused on building business, says Ajit Varghese, MD, Maxus & Motivator - South Asia, Suneja’s media partner. Suneja also has the ability to go into depth and detail of any part of the business with equal passion, says Varghese and adds that he has delivered 20+ CAGR for PVM India over the years.
CVL Srinivas, CEO, GroupM South Asia, who has worked extensively with Suneja, says the advertising and media product of Perfetti is always a notch or two above the rest because of his passion. “I enjoyed interacting with him and always came back motivated to give Perfetti that extra something. He truly embodies the brands he works for,” says Srinivas. Monica Tata, MD, HBO India, remembers listening to Suneja speak at a particular forum and thinking that his passion for his brands was infectious. “The philosophy of what his brands stood for and the belief he had in them made me reiterate my own belief of Passion is the real “P” in marketing,” recalls Tata.
THE TRUST-RISK BALANCE
“It is very risky to be safe and it is very safe to be risky… Sameer always took the risk, and he has been successful because he trusted people and his own instincts,” observes Pops, attributing Suneja’s success of taking India places in the global markets to his risk-taking ability combined with the attitude to go ahead and have fun with the brand.
Suneja always believes in the instincts of the people whom he trusts. “That is the reason why Prasoon, Piyush or me or anyone else working with him has equal partnership – in fact we have always been 70% and he 30% in the decision-making for ads,” says Pops.
Varghese seconds Pops’ opinion, and says, “He gives you enough room to take risks and the independence to take decisions and makes you the owner of his business. Invariably, one has the urge to go beyond oneself and deliver the best for him.”
Suneja once launched a digestive candy called Chatar Patar, but withdrew the product quickly when he realized that there was nothing to differentiate it from Dabur Hajmola.
THAT EXTRA SOMETHING
Various people we spoke to in the industry describe Suneja as a people’s person, research-driven, with a very good gut feeling, friendly, jovial, one who makes everybody feel comfortable, never loses his cool…
He values his relationships with people and nurtures them. He manages factory visits, marketing, media, sales and yet stays connected with people professionally and personally.
“Sameer is friend, philosopher and obviously one of the best clients that I have ever worked for,” asserts Varghese. “The best part of Sameer is his leadership quality… He is one guy who can bring the best out of the weakest person in a group of 30-40 people! This is the true mark of a leader and great human being.”
Suneja will assume his new role on October 1, becoming the third Indian after Indra Nooyi of PepsiCo and Rakesh Kapoor of Reckitt Benckiser, to head a global consumer major.
MAKING OF A GLOBAL CEO
1994: Sameer Suneja earns MBA degree from IIM, Bangalore Joins Colgate Palmolive as Product Manager, looks after Colgate toothbrush portfolio
1995: Joins Frito Lay as Brand Manager, handles chips and traditional snacks categories
1997: Joins the three-year-old Perfetti Van Melle India as Brand Manager, responsible for developing the then newly launched Alpenliebe in India
1999: Works on many marketing assignments related to the brand outside India, mostly in Italy
2002: Returns to India, is promoted to Head of Sales and Marketing
2006: Makes a mark with strong advertising campaigns
2007: Under his leadership, PVMI becomes the first Indian company to win two metals at Cannes, for its memorable commercial for the brand Happydent
2008: Promoted to Managing Director and CEO
2009: Company scales the Rs 1,000 cr turnover mark
At age 37, Suneja becomes one of the youngest MDs in the country to run a company with such a turnover
2010: Uses aggressive sales strategy to make PVMI cross Rs 1,200 cr turnover mark
2011: Instrumental in introducing the Salty Snacks segment in the business, with the launch of Stop Not range of snacks in India
Perfetti Van Melle India became the first subsidiary in the Group to go beyond sugar confectionery
2012: Company reaches Rs 1,600 crore turnover mark Suneja appointed Executive Vice President - Global Innovations and Business Development; moves to the Netherlands
He is responsible for developing projects in international markets and exchanging cross-Group successful experiences
2013: Suneja, 41, becomes the first non-Italian to be appointed as Global CEO, Perfetti Van Melle
He is only the third Indian after Indra Nooyi of PepsiCo and Rakesh Kapoor of Reckitt Benckiser to head a global consumer major
THE COMPANY
Perfetti Van Melle (PVM) is a privately owned company producing and distributing candies and chewing gums in more than 150 countries worldwide.
The company was established in March 2001, through the merger of Perfetti S.p.A. and Van Melle NV.
In July 2006, the Group acquired the Spanish company Chupa Chups, thus strengthening its position as the third largest confectionery group in the world, after Kraft- Cadbury and Mars-Wrigley.
Its competitors include Ferrero, Hershey Co., Lindt & Spruengli AG, and Lotte.
Its corporate headquarters are located in Lainate (Italy) and in Breda (the Netherlands).
It was originally started in 1946 by two brothers, Ambrogio and Egidio Perfetti, in a small town called Lainate just outside of Milan. Their descendants own the company, but no Perfetti family members serve on PVM’s board, and the company is run by outside managers.
The company is very active in Asia-Pacific region, South-East Asia, Middle East, Africa, Europe and the Americas.
THE BRANDS
Mentos, Frisk, Fruittella, Alpenliebe, Golia, Happydent, Vivident, Big Babol, Airheads, Chupa Chups and Smint. In addition to these global brands, Perfetti Van Melle offers a wide range of products rooted in individual, local and regional markets.
( In India, Sameer Suneja was instrumental in the launch of the Stop Not range of snacks, the first foray of the group outside the confectionery segment. )
Net sales in 2012: Close to $ 3,500 million
Out of it, 39% came from chewing gum and 61% from candies
19,000 employees worldwide
39 operating companies
31 manufacturing sites
THE INDIA STORY
In India, PVMI has approximately 25% marketshare, and is the leading player in the organized confectionery business.
Sales rose 169% from 2007 through 2012, according to a research report by Euromonitor International
The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries
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