new marketing strtegy for 5star
DESCRIPTION
5 Star, Marketing strategyTRANSCRIPT
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…