Teetotaler: Product - Cadbury Gems Surprise

Teetotaler
PRODUCT - CADBURY GEMS SURPRISE

PRESENTED BY –
KULDEEP KISHORE RANA
KARTHIK RAJA
PRASHAST JAIN
VARUN VASUDEVAN
KASHYAP KRISHNAN R
History
 Cadbury brought the magic of
brightly colored chocolate buttons
called ‘Gems’ to India in 1968
 A big hit among kids, ‘Gems’ stood
for fun, sharing and adventure with
a promise of the ‘Cadbury’ taste.
 Promotion campaigns like Gems
Bond helped the product cement a
place in kids hearts
 Cadbury enjoyed the highest
market share in the Indian
chocolate market with strong
brands like Dairy Milk, Perk, 5Star,
Éclairs and Gems
Competition
 In 2007, Italian confectioner ‘Ferrero
International’ introduced their iconic
brand ‘Kinder Surprise’ in India as
‘Kinder Joy’.
 Kinder Joy consisted of a ‘white and
red’ egg shaped shell containing 2
Ferrero Rocher chocolate balls and a
surprise Asterix toy.
 The product was branded as ‘a sweet
surprise’ and was also promoted as
being a healthy alternative with the
richness of milk and zero
preservatives
Competition
 The brand associated itself with the
popular Asterix comic set to gain
popularity
 Besides the Television promotions, the

brand did a lot of in-store marketing
placing the distinctly shaped ‘Eggs’
near the purchase counter in malls
and supermarkets to facilitate impulse
buying.

 Ferrero adopted a premium pricing
strategy – Rs. 30 for the 20 gm. Egg.
No prizes for guessing the target
segment – Urban kids aged 5- 16 years
Reason For launch
 The success of Kinder Joy unearthed a new price point in the
fiercely competitive market of chocolates.
 Cadbury India entered this lucrative segment by launching
the ‘Cadbury Gems Surprise’ in May 2010.
 The product is priced at Rs 30 in direct competition with
Kinder Joy.
 It comes in the shape of a ball .
 Similar to Kinder Joy, the product contains a toy which is a
surprise.
 It hopes to cash in on the popularity of Ben 10 cartoons
among its target audience .The toys offered are of various
Ben 10 characters .
Cadbury Gems Surprise
STP …
Segmentation
Segmentation of the market is done primarily by two

factors
 Age –In lieu with its parent brand, the market is
segmented primarily on the basis of the age of
consumers.
 Socio – economic classification –Owing to its premium
pricing, the socio-economic status of target audience
plays an important role in segmentation
STP..
Targeting
 Age
 Children aged between 5-16 years.
 Rationale :
 It is the age group that is strongly associated with innocent
fun, masti, colors and cartoons (e.g. BEN 10)
 Cadbury’s strong brand presence in this segment through
various offerings
 Socio economic classification –
 Children of middle class and upper middle class families residing
in the urban/semi-urban areas
STP…
Positioning
 Cadbury Gems Surprise has been positioned as –

 FUN brand carrying forward the legacy of the original Gems in
terms of its bright colors and taste.
 ADVENTURE image by associating itself with the cult BEN 10
cartoon series
 A Direct competition to Kinder Joy by adopting the same
pricing and benefit (surprise toy) strategy.
4 P’s
Analyzing the product
 Functional benefit – Great
tasting chocolate snack for kids.
 Emotional benefit – The fun or
masti associated with the
brightly colored gems which you
can share with your friends. The
presence of Pandas emphasizes
this. Basically ‘Make your life
more colorful”.
 The BEN 10 toy represents a
world of adventure for the kids
and Cadbury wants to cash in
on this ‘in’ quotient.
Product
 Brand name –Cadbury

Gems Surprise
 Why Surprise?
The Ben 10 toy offered
would attach a curiosity to
buy the product and an
element of surprise on
discovery of the toy.
Packaging
 The golden ball with a Gems
logo in bright colors (purple
and white) for easy
identification with the maker
– Cadbury.
 The functionality of the ball

as a toy.
4P’s
Price
 Current price point – Rs. 30/ 20 grams.

 Pricing is contextual.
 Gems Surprise was launched to compete with Kinder Joy
which has created an all new segment in the Indian
Chocolate market dominated by bars and buttons;
 Hence, the pricing strategy followed is ‘competitive base
pricing’.
4 P’s
Promotion
 Considering their target consumers , Cadbury is banking

on supermarkets and malls to drive their sales.
 One can expect these packs to have a lot of visibility

initially in the form of dedicated counters and later at
prominent positions on the chocolate aisle
 A dedicated rack near the purchase counter ala Kinder

Joy is another high visibility and impulse buying point.
4 P’s
Promotion
 Cadbury has branded Gems as color-filled fun snack

since 1968 and even today the core branding remains
the same. Cadbury Gems surprise will therefore imbibe
this fun quotient.
 Cadbury has tied-up with the very popular BEN 10
cartoon makers to promote its product among the kids.
 The TVC of Cadbury Gems surprise introduces 2 dull-
colored pandas (pandas have black and white fur) to the
world of the brightly colored gems. The pandas also get
a surprise BEN 10 toy with the Gems; And they end up
having a great time playing with the BEN 10 figures.
Proposed Promotions
 Creating buzz at popular kids

destinations like malls and amusement
parks.
 Setting up Cadbury Gems Surprise zones at
the central gathering areas in malls and
amusement parks to ensure that the brand
gets attention.
 People dressed as Pandas will engage the kids
through various competitions and fun
activities.
 Have statues of BEN 10 characters against the
Cadbury Gems Surprise background at
strategic points in the mall.
 Cost Estimates -
 Major metros(10* 5 popular malls * Rs30,000*
2 weekends)=30lakhs
 Expected reach (10 *5* 5 000* 2)= 5 lakhs
Proposed Promotions
 Collectors Items -
 Give an incentive to buy
Cadbury Gems Surprise.
How?
 Exchange Cadbury Gems
Surprise casings to get BEN10-
Gems T-shirts , Special BEN 10-
Cadbury watches etc.
 Eg:-Exchange 10 different BEN

10 characters to get the
special BEN watch and toy
Proposed Promotions
 Organize a ‘Cadbury Gems

Surprise’ painting competition in
schools.
 Rationale – This way, we would reach
a significant part of our target
population.
 The colorful image of Gems also
blends seamlessly with this
promotional scheme.
 Cost Estimates –
 Metros and Tier 1 & Tier 2 - (10,30)
 No of schools-10*50 + 30 * 10
 Expected cost per school – Rs.10,000
 Expected Reach-800 * 1500 - 12lakhs
 Expected cost- 10 lakhs
Proposed Promotions
 Internet promotions –
 A Cadbury Gems Surprise sponsored
BEN 10 game on popular kids sites like
Cartoon Network,Zapak
 Tell us your birthdays on the Cartoon
Network website and lucky winners will
have Pandas visiting their house on
birthdays. Pictures would be uploaded
on the website
 Cost Estimates –
 A spot on Cartoon Network website
costs Rs. 7500/day. A viewership of
50000 kids/day is guaranteed.
 We will be running this promotion for 2
months thereby incurring a cost of Rs.
2,25,ooo.
Thank You

Teetotaler: Product - Cadbury Gems Surprise

Uploaded by

Copyright:

Available Formats

Teetotaler: Product - Cadbury Gems Surprise

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Teetotaler: Product - Cadbury Gems Surprise

Uploaded by

Copyright:

Available Formats

Teetotaler

PRODUCT - CADBURY GEMS SURPRISE

 Besides the Television promotions, the

Segmentation of the market is done primarily by two

 Cadbury Gems Surprise has been positioned as –

 Brand name –Cadbury

 The functionality of the ball

 Current price point – Rs. 30/ 20 grams.

 Considering their target consumers , Cadbury is banking

 One can expect these packs to have a lot of visibility

 A dedicated rack near the purchase counter ala Kinder

 Cadbury has branded Gems as color-filled fun snack

 Creating buzz at popular kids

 Eg:-Exchange 10 different BEN

 Organize a ‘Cadbury Gems

You might also like