CADBURY-GEMS

CADBURY-GEMS

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  MARKETING TERM PRESENTATION ON CADBURY-GEMS PREPARED BY:- THARI KUMAR SAKASH AGARWAL MONCY SAMUEL HARSHA VARDHAN REJO
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  CONTENTS 1.ACKNOWLEDGEMENT 2.INTRODUCTION 3.HISTORY OF CADBURYGEMS 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
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  ACKNOWLEDGEMENT The successful completionof any work would be always be incomplete unless we mention the valuable cooperation and assistance of those people who were a source of constant guidance and encouragement , they served as bacon light and crowned our efforts with success. I would like to extend my sincere gratitude to our Jaishree Mam for her guidance.
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  INTRODUCTION Cadbury is knownto 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. Quite predictably, Gems became a big hit given its unique taste and shape. Having grown up with the brand, a lot of teens and adults consume Gems as well. ABOUT CADBURY GEMS 1. Came to India in 1968 2. Targeted primarily at kids 3. Variations in flavor, packaging and pricing 4. Ads generally targeted at the masti theme HISTORY OF CADBURY 1. John Cadbury was born in B’ham to Richard Cadbury who was from a wealthy Quaker family in U.K. in 1797. 2. Establish cause was alcohol. 3. Tea dealer in 1818 in leeds. 4. Returning to B’ham in 1824 & opened a shop at Bull Street. 5. 1831-rented factory for drinking chocolate & cocoa. 6. Both brothers became partner in 1848 for 7 years. 7. Founded factory in bournville in 1861- largest chocolate production in U.K.. 8. Opened an office in London & received a Royal Warrant as a manufacturer of chocolate and cocoa to Queen Victoria in 1854. 9. 1897- Manufactured 1st milk chocolate. In 1899 factory employed 2,600 people and became corporate. 10.1950- Cadbury opened its first overseas factory near Hobart, Tasmania.
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  OBJECTIVE:- 1. To analyzethe 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. LIFE CYCLE OF GEMS CHOCOLATE AN OVERVIEW WHY WE SELECTED THIS… Although, Cadbury Gems got a success but somehow it could not reach all the age groups. Some of the problems are as follows
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  AREA PROBLEMS SOLUTIONSEFFECTS CATOGORY 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. 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.
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  MARKETING MIX (4Ps) PRODUCT-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 and also the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit PLACE Cadbury dairy milk is produced at the chocolate factory – 1) Thane 2) Induri (Pune) 3) Malanpur (Gwalior), 4) Bangalore 5) Baddi (Himachal Pradesh) PROMOTION 1. Advertisement on TV. 2. Internet. 3. Newspapers, Magazines. 4. Hoarding 5. Promotion Through Brand Ambassadors.
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  SWOT Analysis STRENGTH: 1. Attractivepackaging for children 2. Popular amongst kids 3. Not many competitors have come up with similar products 4. Different colors provide it with an added selling point amongst kids 5. All commercials of Gems have used the colorful panda as a pneumonic and the consumers have given it a big thumbs-up 6. Good distribution and availability of the product 7. Strong brand name of the parent company adds value WEAKNESS: 1. Being a popular brand it gets replicated by fake products 2. Chocolates in smaller packages have eaten into its market share OPPORTUNITIES: 1. Use non-traditional means for promoting the product 2. Come up with different shapes of packaging that shall make it even more popular amongst kids THREATS: 1. Competitors like Nestle can anytime come up with such a product 2. Using colors always poses a threat of some competitor defaming it for not being healthy
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  PEST Analysis A. Demographicfactor:- 1. P o p u l a t i o n g r o w t h : - c h o c o l a t e s h a v e w i d e i m p a c t o n p o p u l a t i o n growth. 2. Educational groups:-target population is all age groups but the education group will have more influence on it. As this is used to celebrate event such as birthday days 3. Population age mix:- All age groups would like to prefer gems. B. Political factor:- 1. If government increases the tax rate on chocolates than customer have to pay more for it If tax increase by10% than normal Cadbury gems of 5 Rs will be of 5.50. 2. If inflation rate increases than it will affect FMCG sector so dairy milk also will be affected. C. Economic:- 1. In festival seasons the demand of chocolates increases. 2. More demand will depend upon the buying power of consumers. 3. Willingness to buy:-demand of chocolates will depend on the persons willingness to buy, this will depend on the quality of the Cadbury gems and need. 4. Taste and preference:- Cadbury has wide variety of products and 1of them is Gems. Its different varieties are fruit and nut, raisins, almond. So the demand will be according to the taste and preferences of the variety. D. Social:- 1. If the population size decreased then their would be less people to buy their products therefore less profit. 2. If peoples lifestyles changed e.g. more people wanting to get fit and lose weight, then they will stop eating chocolate and spend there money on gym memberships etc. This means that Cadburys profits will decrease.
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  E.Techonological 1. An increasein capital expenditure e.g. more up to date equipment would mean that the goods where produced quicker and cheaper but would also result in job loses. 2. Research and development- keep developing new products to keep up with competition and customer needs. CONCLUSION