new marketing strtegy for 5star

PRESENTING:

By Divya Gandhi

Parent Company : Cadbury

Launched in: 1969

key properties :classic Gold color

Market share : the second largest after Cadbury Dairy Milk i.e. 14%

Introduction:

STRENGTHS•Big brand name Cadburys•Excellent reach and distribution•Distinct Taste

WEAKNESS • Food products have a limited shelf life•Not too many flavor Options

SWOT Analysis :

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

SWOT Analysis : (Cont …)

dairy milk5 star

perkdairy milk

shots

30

10

55

10

25

55

510

2025

55

20

15

1 2 3 4

Research Analysis

chocolates

Rank the following Cadbury chocolates:

Have you heard about flavors of 5 star:

Research Analysis (Cont) …

70%

30%

yes no

If yes Rank the following:

Research Analysis (Cont) …

5 star 5 star crunchy

5 star fruit n nut

0%

20%

40%

60%

80%

100%

321

chocolates

Are they easily available near you:

Research Analysis (Cont) …

yes70%

no30%

Would you prefer any more flavors:

Research Analysis (Cont) …

yesno

Factors affecting decision making process

Research Analysis (Cont) …

44%

28%

14%

8%

4% 2%

factors

ads

Attractive display

occasion

suggestion from friend

brand Ambassadors

Ingredients

Introducing this Diwali

Segmentation

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, undergraduate, graduation, post graduation, uneducated.

SEC:- lower middle, middle, upper middle.

Segmentation (cont) …

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

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.

Targeting

Trusted and High quality product

A chocolate which takes you to a different world of dreams

Positioning

Four P’s of Marketing Mix

Product A basket which

includes all three flavours.

5 star (all three flavors) now in toffees as well

5 star in a home pack in a home pack which contains 10 chocolates

Product (cont) …

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.

Place

Distribution channelCompany

Clearing and forwarding

agents

Distributor

Wholesaler

Retailer

Malls and

hyper markets

Customer

PriceBased 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.

Got a huge family ????

This Diwali make them happy by getting a cadbury 5star basket

Cadbury 5 star now available in

toffees….

This Diwali make him smile by just spending a rupee…

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.

Strategy for promotions

Thank you…