Published by MBA Skool Team, Last Updated: January 12, 2019
Marketing Strategy of 5 Star analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on 5 Star marketing mix, help the brand succeed in the market.
5 Star marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the 5 Star Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in 5 Star marketing strategy can be explained as follows:
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. The new 5 Star avatars have not only changed the form of the product but the promotion method also. The Point of Difference not only lies in it being a product of Cadbury’s but also in the packaging of the product in the golden wrapper. Also, 5 Star is available in different Stock Keeping Units (SKUs) in the bars of 22g, 45g, home pack of 200g, etc.
Image: company website
5 Star Price/Pricing Strategy:
Below is the pricing strategy in 5 Star marketing strategy:
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 SKUs 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.
5 Star Place & Distribution Strategy:
Following is the distribution strategy in the 5 Star marketing mix:
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 and Flipkart.
5 Star Promotion & Advertising Strategy:
The promotional and advertising strategy in the 5 Star marketing strategy is as follows:
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.
About Cadbury 5 Star:
Cadbury 5 Star is a chocolate bar with caramel produced by Cadbury’s. It was launched in 1969 in India.
It has many variants in the form of energy bars, fruit and nut, chewy caramel, creamy chocolate, etc. 5 Star is among the most popular brands under the Cadbury’s umbrella brand.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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