Cadbury India has been operating in India since 1948, with five manufacturing units across the country. It has over 70% market share in India, the highest for any Cadbury brand globally. Some of Cadbury's popular brands include 5 Star, Perk, Bournville, Celebrations, Halls, Éclairs, Tang and Oreo. Cadbury India's success can be attributed to its extensive distribution network, strong brand building, and customization of products for the Indian market. The "Raho Umarless" campaign for Cadbury Gems failed to connect with its target consumers as it showed adults behaving childishly, unlike chocolate ads that earned empathy by showing realistic adult behavior. To increase Gems sales,

1. MADE BY
PRANAV JHA (1)
AKASH TIWARI (182)

2. Overview Cadbury India
The operations of Cadbury India initiated in 1948 . It has five manufacturing
units all over India at Thane (Maharashtra), Induri (Maharashtra), Malanpur
(Madhya Pradesh), Bangalore (Karnataka) and Baddi (Himachal Pradesh).
It has one cocoa operations office at Dharapuram (Tamil Nadu)
Cadbury India has a share of over 70% in the market, which is the highest
Cadbury brand share globally.
Some of the other popular brands are 5 Star, Perk, Bournville, Celebrations,
Halls, Éclairs, Tang and Oreo. The main brand in the Milk Food drinks
segment is Bournvita, which is known as the leading Malted Food Drink
(MFD) in the country. In the medicated category, Halls is a favorite candy
while Cadbury India has also entered the biscuits category by launching
Worlds no.1 biscuit brand Oreo.

3. 1. Identify the factors contributed to the success of Cadbury Chocolates.
. Extensive Distribution Network
Cadbury’s brands are available in over a million outlets across the country. The
distribution network directly covers almost the entire urban population. The company
has invested significantly in building such an extensive network.
Cadbury has improved the distribution quality of its products with the installation of
refrigerators at several outlets. This helps in maintaining product quality in summer,
when sales usually dip due to the fact that the heat affects product quality and thereby
consumption.
. Creation of strong brands
The company has built strong brand equity through consistently high product quality,
relevant, insightful and entertaining communication. Cadbury has developed new
channels for marketing its brands such as Gifting and Snacking. The company places
great emphasis in ensuring display dominance at the point of purchase

4. Advertising Strategy
They have impeccable advertising strategy and when they have Amitabh
Bachchan as brand ambassador then its effectiveness is at peak. they connect
with their target audience at base level and not only that they use normal people
more in their advertising to generate familarity.
Customization of products for India
Cadbury India has spent time in understanding the Indian consumers.
Leveraging its 55 years of experience in India, the company has customized its
products to the Indian markets.
It also offers products at affordable price points so as to increase its market
penetration.

5. 2. While chocolates campaign was quite successful, the same
was not replicated in Cadbury Gems. Identify the reasons from
the consumer behavior perspective.
.One of the reasons for the failure of the re-positioning can be attributed to
the concept of the campaign itself. The “Raho Umarless” ads unlike the
other Cadbury ads failed to connect with the target consumers. This is
because the ads for Cadbury chocolates showed adults behaving like
adults which earned their empathy, while, Gems ads had shown adults
behaving like kids which apparently did not register well with target
consumers. It might probably have made only the children laugh.
However, it failed to win over the hearts of its target consumers.
Another reason to the failure is that the campaign could not provide any
convincing reason as to why adults should buy Gems. Elements like why
should and when to buy as in Cadbury chocolate campaigns is missing in
Gems campaign.

6. 3.Recommend steps which can be taken to increase sales of Cadbury Gems.
As per my suggestion they will have to change their target audience which means
they should focus on minor age group audience only and not too much worry about
the adult audience.