CADBURY-GEMS

1. On BRAND- CADBURY PRODUCT- GEMS MARKETING TERM PRESENTATION 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 CONTENTS

3. INTRODUCTION 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. ABOUT CADBURY GEMS Came to India in 1968 Targeted primarily at kids Variations in flavor, packaging and pricing Ads generally targeted at the masti theme OBJECTIVE 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. MARKETING MIX 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. LIFE CYCLE OF CADBUERY GEMS

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

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

9. LEARNING OUTCOMES 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: Gems Sculpture; Gems Lady " Raho Umarless " Another perspective is that the brand brings out the child in you. http://www.youtube.com/watch?feature=player_detailpage&v=nekQo-h1fwo

10. CONCLUSION 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…