5 Star, Marketing strategy

1. PRESENTING:
By Divya Gandhi

2.  Parent Company : Cadbury
 Launched in: 1969
 key properties :classic Gold color
 Market share : the second largest after
Cadbury Dairy Milk i.e. 14%

3. STRENGTHS
•Big brand name Cadburys
•Excellent reach and distribution
•Distinct Taste
WEAKNESS
• Food products have a limited shelf life
•Not too many flavor Options

4. Opportunity
•Untapped rural markets
•Leverage Cadburys successful brand
Threats
•Sweets as substitutes
•Imported Chocolates likes Mars and local threats as
BarOne
•Other branded and local chocolate manufacturers

5. dairy milk
5 star
perk
dairy milk shots
30
10
5
5
10
25
5
5
5
10
20
25
5
5
20
15
1 2 3 4
chocolates
 Rank the following Cadbury chocolates:

6.  Have you heard about flavors of 5 star:
70%
30%
yes no

7.  If yes Rank the following:
0%
50%
100%
5 star 5 star
crunchy
5 star fruit
n nut
3
2
1
chocolates

8.  Are they easily available near you:
yes
70%
no
30%

9.  Would you prefer any more flavors:
yes
no

10.  Factors affecting decision making process
44%
28%
14%
8%
4% 2%
factors
ads
Attractive display
occasion
suggestion from
friend
brand Ambassadors
Ingredients

12. Geographical
 Country: India
 Metro city
 Villages
DEMOGRAPHICS
 AGE:- primary : above 12
years; secondary : above two
years.
 GENDER:- male/ female.
 INCOME:- 5000 per month
and above.
 EDUCATION:-
primary, secondary, undergra
duate, graduation, post
graduation, uneducated.
 SEC:- lower
middle, middle, upper
middle.

13. PSYCHOGRAPHICS
 LIFESTYLES:- people
with sweet
tooth, people who
travel, when people
feel low
Behavioral
 Occasion: Diwali
Rakhsha Bandhan etc.
 People looking to have
a chocolate which is
high in quality and
moderately priced

14.  Target customers – Upper middle, Middle, Lower
class
 5 star will be into Selective Specialization
 5 star Basket for Upper middle class
 5 star home pack for middle class
 5 star toffees for Lower class
 This type of Targeting means targeting different
markets with different products.

15.  Trusted and High quality product
 A chocolate which takes you to a different
world of dreams

17.  A basket which
includes all three
flavours.
 5 star (all three
flavors) now in
toffees as well

18.  5 star in a home pack in
a home pack which
contains 10 chocolates

19.  Will be available in A small kirana shops, big
kirana shops, general
stores, super markets, Panwala Shop etc.
 Thus have one strong distribution channel to
provide products to the retailers.

21. Based on competitors price
 5 star basket: 54 chocolates for 250 Rs.
 5 star toffees: 1 Re. each
 5 star home pack: 10 chocolates for 80 Rs.

22. Got a huge family ????
This Diwali make them happy by getting a cadbury 5star basket

23. Cadbury 5 star now
available in toffees….
This Diwali make him smile by just spending a rupee…

24.  The duration of campaign of cadbury 5-star is for
1 month.
 It starts from 1st November to 30th November.
 The medium used to promote is magzines, radio
channels, tvc, hoardings.