new marketing strtegy for 5star
DESCRIPTION
5 Star, Marketing strategyTRANSCRIPT
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PRESENTING:
By Divya Gandhi
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Parent Company : Cadbury
Launched in: 1969
key properties :classic Gold color
Market share : the second largest after Cadbury Dairy Milk i.e. 14%
Introduction:
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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 :
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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 …)
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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:
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Have you heard about flavors of 5 star:
Research Analysis (Cont) …
70%
30%
yes no
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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
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Are they easily available near you:
Research Analysis (Cont) …
yes70%
no30%
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Would you prefer any more flavors:
Research Analysis (Cont) …
yesno
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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
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Introducing this Diwali
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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.
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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
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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
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Trusted and High quality product
A chocolate which takes you to a different world of dreams
Positioning
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Four P’s of Marketing Mix
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Product A basket which
includes all three flavours.
5 star (all three flavors) now in toffees as well
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5 star in a home pack in a home pack which contains 10 chocolates
Product (cont) …
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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
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Distribution channelCompany
Clearing and forwarding
agents
Distributor
Wholesaler
Retailer
Malls and
hyper markets
Customer
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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.
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Got a huge family ????
This Diwali make them happy by getting a cadbury 5star basket
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Cadbury 5 star now available in
toffees….
This Diwali make him smile by just spending a rupee…
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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
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Thank you…