Cadbury Gems Repositioning Failure..!!

Dennies DaniS3 MBA

Introduction

• Cadbury India Ltd, began its operation way back in 1948 by importing chocolates. Today they are the unbeatable leader in the Indian chocolate market with some of the famous brands like Cadbury Dairy milk, 5 star, perk, celebrations, gems, halls and éclairs. They have always succeeded in conveying the right spirit to the audience with their ‘Always celebrating’ brand image which helped them to acquire 70% of the market share in India.

Cadbury Gems changes Target Segment

• Gems decided to re-position itself. Cadbury with its new series of ads complimented with the tagline “Raho Umarless” seemingly targets adults for its gems brand which was once positioned mainly for kids only. This move is fueled by two campaigns now on air.

• Gems Sculpture• Gems Lady

• The brand has the tagline “Raho Umarless”, can be translated into “Be Ageless”. The concept of the brand may be to encourage even adults to enjoy the life irrespective of age. Though the concept is good, but ad could not reflect its intended position. The reason for targeting adults, sales might have attained maturity level which forced the company to target new segment to boost its sales. Another view could be the market expansion.

Why re-positioning failed with Gems Brand

• One of the reasons for the failure of the re-positioning can be attributed to the concept of the campaign itself. The “Raho Umarless” ads unlike the other Cadbury ads failed to connect with the target consumers

• Gems ads had shown adults behaving like kids which apparently did not register well with target consumers.

• it failed to win over the hearts of its target consumers

• Another reason to the failure is that the campaign could not provide any convincing reason as to why adults should buy Gems

• Elements like why should and when to buy as in Cadbury chocolate campaigns is missing in Gems campaign.

• Repositioning of any brand conveys its salient feature which is missing in this campaign. And also what Lacks in this campaign is answer to consumer question as to why to buy gems.

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