5 Star

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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.

PLACE AND DISTRIBUTION:


5 Star has an excellent product availability owing to the extensive distribution
of its parent company. The company Cadbury’s has leveraged upon its
distribution channel and has used the 3 level distribution channel to make the
product’s presence throughout the country. 5 Star starts its journey from the
factory, then goes to warehouse, from warehouse it goes to either the
wholesaler or the distribution centre from where it goes to the retailer and
then finally to the customer. It can be bought from small kirana shops, big
kirana shops, general stores, super markets, Panwala Shop etc.
Since digitisation of the Indian economy is taking place at a rapid pace, the
product is now available online at websites like Amazon, Flipkart, Blink it,
Rapido, etc.

PROMOTION AND ADVERTISING:


5 Star has a good brand recall owing to the efforts of its parent brand. The
company has used Above-the-Line channel, i.e., newspapers, television
advertisement, hoardings, etc. to create awareness of the product and
persuade the customers to buy the same. The message or the content has
constantly kept on changing since the launch of the product in India in 1969. Its
target has always been the youth. 5 Star was positioned and repositioned time
and again and challenged itself every time in the process. It has,
simultaneously, also ensured that the brand was recalled by the customers
every time the new campaign is launched. The journey map of positioning 5
Star started from being “Deliciously Rich that You’d Hate to Share It” to
indicating togetherness to giving instant dose of energy to making you
irresistible to being soft chew to getting ‘Lost in Taste’. The company did not
endorse any celebrity and yet managed to position the product successfully in
the minds of the consumers. In a master move, the company introduced two
quirky characters into the advertisements Ramesh and Suresh twice, first time
for Cadbury 5 Star and second time for Cadbury 5 Star 3D. They became the
brand icons for the chocolate for some time for now and have increased the
brand recall of the product manifold. Hence this concludes the Cadbury 5 Star
marketing mix.

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