New Marketing strtegy for 5star

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% Introduction:

3. SWOT Analysis :

4. SWOT Analysis : (Cont …)

5. Research Analysis chocolates Rank the following Cadbury chocolates:

6. Have you heard about flavors of 5 star: Research Analysis (Cont) …

7. If yes Rank the following: Research Analysis (Cont) … chocolates

8. Are they easily available near you: Research Analysis (Cont) …

9. Would you prefer any more flavors: Research Analysis (Cont) …

10. Factors affecting decision making process Research Analysis (Cont) …

11. Introducing this Diwali

12. 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.

13. 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

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. Targeting

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

16. Four P ’s of Marketing Mix

17. Product 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 Product (cont) …

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. Place

20. Distribution channel

21. Price 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 1 st November to 30 th November . The medium used to promote is magzines , radio channels, tvc , hoardings . Strategy for promotions

25. Thank you…