1. On
BRAND- CADBURY
PRODUCT- GEMS
*
PREPARED BY:-
T HARIKUMAR(131449)
MONCY SAMUEL(131409)
REJO(131439)
SAKASH AGARWAL(131419)
HARSHA VARDHAN(131429)

2. 1. ACKNOWLEDGEMENT
2. INTRODUCTION
3. HISTORY OF CADBURY GEMS
4. OBJECTIVES
5. LIFE CYCLE OF CADBURY GEMS
6. AN OVERVIEW FOR SELECTING – CADBURY GEMS
7. MARKETING MIX OF GEMS
8. SWOT ANALYSIS OF GEMS
9. PEST ANALYSIS OF GEMS
*

3. *
*Cadbury is known to make chocolates with a
difference and Gems is yet another unique
offering. What makes Gems different is the
way the chocolate has been designed; a little
button of chocolate covered with colorful
candy shell with attractive packaging

4. *
*Came to India in 1968
*Targeted primarily at kids
*Variations in flavor, packaging and pricing
*Ads generally targeted at the masti theme
1. To analyze the marketing strategies of the
Cadbury gems.
2. To determine the market share of Cadbury
gems .
3. To demonstrate the marketing strategies
of Cadbury India Ltd.

5. *
*PRODUCT:- CADBURY GEMS
*PRICE
*Price is an important element of the marketing mix. The price charged for a
chocolate packet can determine whether a consumer will buy it or not.
*PLACE
*Cadbury GEMS is produced at the chocolate factory –
*1) Thane (MAHARASTRA)
*2) Induri (Pune)
*3) Bangalore
*
*PROMOTION
*Advertisement on TV & internet.
*Newspapers, Magazines.
*Promotion Through Brand Ambassadors.

6. *

7. AREA PROBLEMS SOLUTIONS EFFECTS
CHANGE &
INONATION
1. No successful
product
expansion.
2. Do not have any
variety.
1. Should develop a
new product
based on
chocolate.
2. That will be
introduced as
stick less.
1. Bring product
innovation which
will lead to
excitement.
TARGETING 1. Only kids
segment.
1. It should be
available for all
age groups, Now
that they
included all age
groups.
1. It will push sales
in to the market.
BRANDING 1. Poor visibility in
stores.
2. Brand image is
not appropriate
to audience.
1. Improve in store
graphics.
2. Push the product
in Cadbury
display.
1. It helps to get a
chance to involve
with brand.

8. PACKGING 1. Remained
same for
many years.
1. Give it a
creative
packaging.
1. Attract
more
number of
people.
PRICE 1. Packaging
increases
the cost of
gems.
1. Make it
reasonable
price.
1. It will push
to sales.
DISTRIBUTION 1. Not available
at pan shop.
1. Should be
available at
pan and
mobile
shops.
1. Distribution
area will
increase.
CONT…

9. *
*At first Cadbury gems were targeting only on children's but
later they re-positioned to all age groups.
*The move is fuelled by two ad campaigns:
oGems Sculpture;
oGems Lady
*" Raho Umarless"
*Another perspective is that the brand brings out the
child in you.
*http://www.youtube.com/watch?feature=player_detail
page&v=nekQo-h1fwo

10. *
*Repositioning on the other hand involves
changing the identity of the product,
relative to the identity of competing
products in the collective minds of the
target market.
*Examples: Airtel, Vodafone, Maggi
Noodles, etc…