5 Star
5 Star
5 Star
Marketing Strategy:
5 Star uses the 4P’s marketing strategy which cover Product, Pricing, Place and
Promotion. These business strategies help the brand flourish in the market.
PRODUCT:
5 Star is the one of the biggest chocolate brands in the Cadbury portfolio. The
parent company Cadbury has made significant investment in the product and
has launched the product more than 10 times, in a new form every time, in a
span of around 15-18 years. The journey of 5 Star started in 1970s in India from
the basic product to energy bar in 1990s to the crunchy variant in the
millennium to the product’s rejuvenation in the form of Fruit and Nu and
Crunchy, Chewy, Chocolaty. Over the years, new variants have been introduced
as a part of its marketing mix product portfolio.
5 Star also has an eye catching and bright packaging which attracts customers.
PRICING:
5 Star has been targeted to cater the needs of low, medium income level
consumers though the company has a great milestone in the premiumisation
journey of the product. It is available in different Stock Keeping Units and the
price varies accordingly.
In India, the 22g bar is of ₹10, 5 Star 3D 44g bar is of ₹30, its 54 pc box is of
₹269, home treats pack 200g is of ₹450, 5 Star 3D box of 24 units is of ₹690,
etc. The price of the product has been kept low by the company but at the
same time has struggled to get the value of the product right and manage the
price fluctuations.