Académique Documents
Professionnel Documents
Culture Documents
Cadbury
Name
Enrolment Nos:
Rahul Shrivastava
12BSP0950
Sanket Jakkanwar
12BSP
Saurabh Singh
12BSP
Yogesh Shitole
12BSP
Sudhanshu Mishra
12BSP1264
Tanushree Borkar
12BSP1318
Index
1. Repositioning of Brand
Cadbury
7. Cadbury Gems
2. Why Brand
Repositioning?
3. Timely Repositioning
4. Changing the Target
Segment
5. Decision Concerning
Repositioning
9. Success/Failure of
Repositioning
Timely Repositioning
"If a brand does not reposition at the right time, it may
not get a second chance"
The company decided to reposition the brand in a
timely manner and target new market segment. This
decision was taken in lieu of the lagging sales.
Shubh Aaarambh
Cadbury Gems
Surprising decision to reposition Gems.
Reasons:
Sales have reached maturity point;
Market expansion
Cadbury Gems
The move is fueled by two ad campaigns:
oGems Sculpture;
oGems Lady
" Raho Umarless"
Another perspective is that the brand brings out
the child in you.
Cadbury Gems
Not been able to achieve
desired results.
Overwhelming market
share of 70%.
Sales shot through the
sky.
Success/Failure of Repositioning
Cadbury Dairy Milk
Cadbury Gems
Resounding success
Failure
Proper logic
Reason to consume the
product
adults
Salient features missing