This document provides a marketing term presentation on Cadbury Gems chocolate. It includes sections on the history of Cadbury and how Gems were introduced, objectives of analyzing Gems' marketing strategies, an analysis of Gems' product life cycle, and SWOT and PEST analyses. The marketing mix of Gems is also described, covering the 4Ps of product, price, place, and promotion. In conclusion, the presentation provides an overview of Cadbury Gems for selecting it as a topic.

1. MARKETING
TERM PRESENTATION
ON
CADBURY-GEMS
PREPARED BY:-
T HARI KUMAR
SAKASH AGARWAL
MONCY SAMUEL
HARSHA VARDHAN
REJO

2. CONTENTS
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. ACKNOWLEDGEMENT
The successful completion of 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.

4. 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.
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.

5. 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.
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

6. AREA PROBLEMS SOLUTIONS EFFECTS
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.

7. 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.

8. SWOT Analysis
STRENGTH:
1. Attractive packaging 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

9. PEST Analysis
A. Demographic factor:-
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.

10. E.Techonological
1. An increase in 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