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1. Cadbury Gems
Brand problem
Presented By:
Varun Kumar Rai
Sandeep Gunjan
Nitin Rathi
Vijay Mor

2. Brief
Client : Kraftfoods
Brand: Cadbury Gems
Category: sugar candy (chocolates)
Customer:-

3. Problem Understanding
Branding
1. Creating Confusion for target audience
2. low visibility in store
3. Poor Branding at POS/display.
Packaging
1. unattractive packaging - Neither attractive to kids nor to
adults.
2. Not available in handy- trendy packaging
Distribution
1. Not available at pan shop

4. Problem Understanding
Pricing
1. No value for money.
2. There is no complementary product for adults.
Category
1. No successful product expansion.
2. No variety
Targeting
1. Targeting 30+, but Does not give sufficient reason to
consumer “why to buy it.
2. Better opportunity exist in age group 12-15.
3. Who might but not reached: 20+ [ product is not fitting
well with the habits of consumer.

5. Recommendation
Area Situation Possible Solution Effect
1. No successful product 1. Will develop new 1. Bring more
Category expansion. product which will be newness in the
2. Do not have any based on chocolate. category. Which
variety. will lead to
2. A new product will excitement.
be introduced like
stickles.
1. Targeting 30+, 1. Develop new ad 1. It will give clear
2. Better opportunity exist under be “Hello” tagline. message to our
in age group 12-15. Which will be focused on audience . That will
Targeting 3. Who might but not target audience. push sales.
reached: 20+
1. Brand image is not 1. Will do BTL activities 1. It will provide a
Branding appropriate with the to help the brand in chance to get
target audience. getting top of the mind involve with brand
recall. and cash the
2. low visibility in store. experience.
2. Improve in store
1. Poor Branding at graphics 2. It will help in
POS/DISPLAY. 3. Push the product on refreshing emotions
Cadbury display. memories.
3. Leads to higher

6. Recommendation
Area Situation Solution Effect
1. Remains same for many 1. Easy to carry & smart 1. Will attract more to
years. Neither attractive packaging. other adult people.
PACKAGING to kids nor to adults. 2. Will bring in small 2. It will improve the
handy trendy boxes sales.
2. Not available in handy- like TIC-TAK. 3. People can use it
trendy packaging gifting for small
occasion. It will
reduce the time line.
1. They are not offering value 1. Will give them 1. It will help in fill the
for money for adult. florescent small animal gap between the 20-
,cars and accessories. 50 rs. Product.
PRICE 2. There is no complementary
product to offer adults, as 2. Gem-Jar –will launch as
they have products for kids new product at price Rs.
like ball. 25 & 50.
1.Should be available at 1. It will help to capture
1.Not available at pan shop pan shop and other those consumer who
mobile shops. already had gems in
Distribution their childhood.
2. Sales will increase.
That will help to
become leader in the
price segment of 5-25
rs.

7. Insight from consumers &
Ethnographic research
Consumers
• Kids between the age group 3 -11years, but not the buyer.
• Mostly 12-15 years age children and 30-35 year adults buys it.
Buying behavior and attitude towards Gems.
• People buys it only when it is visible to them.
• Even in the kids category Gems don’t have TOM recall.
• Parent of the kids are buying it and they also eat it.
• There is a childhood memory attach to Gems and its colour.
• The average monthly expense on chocolate is nearly Rs. 400

8. Insight from shopkeeper
Customer
• Mostly 12-15 years children and 30-35 years age adult buys it.
• Parent of the kids are buying it and they also eat it.
Promotion and sells
• Gems is liked by every one, generally given in exchange for Rs 5.
• Cadbury gems has reduced quantity in its 5rs pack from 12 gm. to 10 gm.
That is also a reason for less customer. As kids count the number of Gems
they eat.
• Company is not promoting Gems at POS.
• There is no extra incentive for higher sell.
• The margin is 10 %, Whereas it 15 to 20% for others.
• The sell of Cadbury to other chocolates is 8:2 ratio.
Supply chain
• They follow a strict seven day demand and supply cycle.
• On time delivery of the products.
• No damage products.

9. Customer
Type Stage in lifestyle Attitude way of Potential media
consumption touch points
Kids (3-11)yr Introduction A joy , happiness One by one, Tv(cartoon shows)
, excitement . +ve favorite colour any association
first. with animated
cartoon
characters.
Teenagers Maturity - on the go, losing With friends , in Internet and in
(12-15) Decline interest. -ve bunch. store graphics
and sports
channels.
Adults(30 +) Decline – Time pass, With kids, one Internet(social
introduction. something to or two at a time. networking sites),
share with kids. tv .

10. Buying Behavior
Age It’s a habit thing so
group : Time Line it is free from the
12-18 yrs time limit.
Decision Display in stores,
TG
Teenagers
making in store graphics,
process do not think much
Easy packaging,
Appealing
packaging. Tv ads, and their
Accessories. Their Motivation/ promotion on
influence
Demand youtube and social
networking sites.

11. Idea finding.
• What are the rational benefits of my offering.:- Sugar
candy, in just rs .50
• What are the emotional benefits: feeling of sharing .
• Actually selling : excitement and friendship.
• TG: all who are seeking for friendship and want some
excitement.
• Personality: welcoming and friendly.
• Idea: Hello happiness.

12. idea
Consumer desire: Offering:
friendship Happiness &
excitement
Hello!
Hey! What’s up.

13. M
ARKETING
AIM
D EVELOPING
MEDIA
STRATEGY
selecting the surrounding
Marketing strategy.
Select individual sites.
campaign aim
Selecting the media within the
Communication/ creative
class.
strategy.
Offline and online strategy.
A I
NALYSIS
MPLEMENTATION
Deciding the media plan.
Evaluation of media plan
and tracking. Selecting and advertising mean
Selecting the surrounding and
sites
Budget

14. Marketing Aim
Marketing strategy plan
Increase the visibility and achieve higher sales.
Campaign Plan
“Hello Happiness”, “Happy Friendship”
Communication Plan
Will touch all those who are seeking
happiness and friendship to get brand recall.
Offline/Online Plan
BTL activity Co- Branding
Social media to create viral.

15. Developing Media Strategy
Selecting the Broad media classes.
will market it through Mass Media by using
television , internet and BTL.
Selecting the individual sites.
Social media sites. Cadbury gems page, Blogs.
Selecting the Media within the class.
Television- crime petrol – 4.06 TRP
CID – 3.7
DID Little champ – 4.7
Diya Bati or hum – 5.3
bade ache lagte hain –4.8

16. Implementation
Deciding the media plan.
- 30 sec ad for 1st week.
- 15 sec ad for 2nd week.(Story based ad)
Selecting the advertising mean.
Television and Facebook ads YouTube videos.
Display at point of sale
Selecting the surrounding site.
Metro cities :-
Tier one cites.
Tier two cites
Budget

17. Media Analysis
Evaluating the media plan and tracking.
Through a pre and post brand recall test.
Through checking pre and post sales number.

18. Company facility
price (12-
7 pm),
Tv shows trp time slot slot mon-fri slot sat-sun reach total
crime
petrol 4.0610sec 54000 1.8 lakh 75 million
Did little
champs 4.7 150 20 11700000
diya bati
aur ham 5.3
bade
aache
lagte hai 4.8

19. Thank You!