PROJECT

ON
ADVERTISING
RESEARCH
 

STUDY OF CADBURY
5 STAR CHOCOLATE
 About the Company
 
 Cadbury started in 1824 when John Cadbury opened a
shop in Birmingham selling cocoa and chocolate.
 Cadbury today is a leading global confectionery
company with an outstanding portfolio of chocolate,
gum and candy brands.
 On 7 May 2008, the separation of Cadbury
confectionery and Americas Beverages businesses was
completed creating Cadbury plc with a vision to be the
world's BIGGEST and BEST confectionery company.
 Corporate History
 In 1831, John started manufacturing drinking chocolate and
cocoa, laying the foundations of the Cadbury business as it is
known today.
 In 1969 Cadbury merged with Schweppes – the owner of the world
famous Schweppes Indian tonic water – to create Cadbury
Schweppes.
 These two great household names merged in 1969 to form
Cadbury Schweppes plc. Since then they have expanded their
business
 In 2000 Cadbury acquired Hollywood, a leading French chewing
gum and confectionery brand.
 In 2003 for $4.2 billion (£2.7m), making Cadbury the leading world-
wide confectionery company and the world’s number 2 in chewing
gum.
 World Presence

 Australia, Belgium, Brazil, Canada,

Denmark, Egypt, France, Greece,
India, Japan, Mexico, Netherlands, New
Zealand, Norway, Nigeria, Poland,
Singapore, South Africa, Sweden,
Switzerland, Turkey, UK,USA
 Facts and Figures
 John Cadbury opened for business in 1824 - making
Cadbury nearly 200 years young
 Cadbury makes and sell three kinds of confectionery:
chocolate, gum and candy
 They operate in over 60 countries
 They work with around 35,000 direct and indirect
suppliers
 They employ around 50,000 people
 Worlds No 1 Confectionery company
 World's No 2 Gums company
 World's No 3 beverage company
 Cadbury India
 In India, Cadbury began its operations in 1948
by importing chocolates.
 Cadbury India operates in four categories viz.
Chocolate Confectionery, Milk Food Drinks,
Candy and Gum category.
 Cadbury enjoys a value market share of over
70% - the highest Cadbury brand share in the
world!
 Since 1965 Cadbury has also pioneered the
development of cocoa cultivation in India.
 Cadbury in India
 Today Cadbury has five company-owned
manufacturing facilities in India and they are
 Thane
 Induri (Pune)
 Malanpur (Gwalior)
 Bangalore and
 Baddi (Himachal Pradesh)
 4 sales offices
 New Delhi, Mumbai, Kolkata and Chennai
 Corporate office is in Mumbai.
 Board of Directors
 C Y Pal - Chairman
 Matthew Cadbury - Managing Director
 Rajiv Wahi - Vice Chairman
 Jaithirth Rao - Director
 S N Talwar - Director
 Rajeev Bakshi - Director
 Harsh Mariwala - Director
 N V Iyer - Director
 David Kappler - Director
 B Puri - Executive Director
 P Chhaya - Executive Director
 J Strydom - Executive Director
 G Sridhar - Executive Director
 G M Bhat - Executive Director
 Products Handled
 International brands are :
Schweppes, Trident, Dr Pepper, Snapple, Trebor,
Dentyne, Bubblicious and Bassett
 Indian brands are:
Dairy Milk ,5Star, Perk,
Temptation, Celebrations,
Éclairs, Gems, Bytes
Bourn vita, Halls, Bubbaloo
 Product Personality of 5-
Star
 PEOPLE:
Universal
5 Star is for “Mass” not just for “Classes”
 USP:
USP of 5 Star is its TASTE.
5 Star contains hard outside with soft caramel nougat inside,
available with a dash of rice crispies, Nougat ,Caramel , apricot
almonds, raisins, cocoa, cashew nuts.
 5 Star was launched in 1969 as Cadbury 5 Star has re launched
itself over the years to keep satisfying the consumers taste for a
high quality & different chocolate eating experience.
 One of the key properties that Cadbury 5 Star was associated with
was its classic Gold colour.
 5 Star is leading knight in the Cadbury portfolio.
 Product Personality of 5-
Star
 Its is the second largest after Cadbury Dairy Milk with a market
share of 14%
 Cadbury 5 Star moves from strength to strength every year by
increasing its user base.
 Cadbury 5 Star was always unique because of its format and any
communication highlighting this uniqueness, went down well with
the audiences
 From 'deliciously rich, you'd hate to share it' in the 70's, to the
'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late
80's, the communication always paid homage to the product format.
 More recently, to give consumers another reason to come into the
Cadbury 5 Star fold, Cadbury 5 Star Crunchy was launched. The
same delicious Cadbury 5 Star was now available with a dash of
rice crispies.
 Product Analysis
 5 Star – Ingredients,weight and the price
Nougat + Caramel 63%, liquid glucose, sugar,
hydrogenated vegetable oils, milk solids, cocoa solids,
invert sugar, soya solids, salt, emulsifiers (E471), edible
gum (412) and acidity regulator(526), Milk chocolate
37%, sugar, cocoa butter, milk solids, cocoa solids,
emulsifier (E442,E476)

 30gm
 Rs.10
 Product Analysis-5-Star
Crunchy
 Crunchy-Ingredients, weight and the price
Nougat + Caramel + Crème 67%, liquid glucose, sugar,
hydrogenated vegetable oils, rice crispiest 7%, corn
flakes 4%, milk solids, cocoa solids, cocoa butter, wheat
flour, edible vegetable oils, invert sugar, emulsifiers ( E
442, E 476, E 322), soya solids, starch, salt, stabilizers
(412,407), acidity regulators (526) and caramel
(150c),Milk Chocolate 33%, sugar, cocoa butter , milk
solids, cocoa solids, emulsifiers ( E 442, E 476)

 30gms
 Rs.12
 Product Analysis-5-Star
Fruit & Nut
 Fruit & Nut-Ingredients, weight and the price
Nougat + Caramel + Crème 66%, liquid glucose, sugar,
hydrogenated vegetable oils, apricot, Kermels 6%, milk
solids, almonds 3 % , raisins 3 %, cocoa solids, invert
sugar, cashew nuts, emulsifiers ( E 442, E 471, E 476),
edible vegetable oils, soya solids, salt, stabilizers
(412,407), acidity regulators (526), Milk Chocolate 34%,
sugar, milk solids, cocoa butter , cocoa solids,
emulsifiers ( E 442, E 476)

 45gms
 Rs.23
 Market Analysis
 PRODUCT LIFE CYCLE STAGE OF 5 STAR:
 Cadbury is in its Maturity Stage as its revenue growth was up 12%
and in India it grew up by 23%.
 New add-ons are being added to keep the excitement on and to
stay in the market in pace with their competitors.
 Cadbury has kept a good look on their competitors and does
spends a good amount on advertisements by endorsing Brand
Ambassadors for Cadbury (Amitabh Bachchan) and also coming
with brand extension with new products.
 5 Star has come out of its growth stage and entered the Maturity
Stage and hence we are seeing few extensions in the product
(Crunchy and Fruit&Nut) to keep that product developing.
 Market Analysis
 Demographics:

 Sex: for all sexes

 Age: from 5 yrs to 80 yrs

 Income: low to high

 Occupation: any sector (not necessary)

 Education: lower to higher

 Religion: for every religion

 Market Analysis
 Price:
 5 Star-Rs 5, Rs 10, Rs 30
 Crunchy-Rs 12
 Fruit &Nut-Rs 23

 Place:
 A small kirana shops, big kirana shops, general stores, super
markets, Panwala Shop etc.

 Packaging:
 5 Star is wrapped in 3mm foil. It is advised to store 5 Star at lower
temperature around 15 degree CC.
SALES STRATERGY
 Competitor’s Analysis
 Nestle Bar-One is the Biggest Competitor of Cadbury 5 Star.
 Nestlé India is a subsidiary of  Nestlé S.A. of Switzerland
 Launched in the 1970’s and still one of South Africa’s favourite
snacks for the fully active individual with a demanding schedule.
 Sugar, liquid glucose, sugar, Partially hydrogenated vegetable oils,
milk solids, Golden Syrup, cocoa solids, Malt extract, emulsifier
(Hydrolyzed milk protein and soya lecithin) and Salt.
 18gm,100g
 Rs.5 and Rs.10
 Other Competitors are Twix, Mars & Snickers.
 Twix is a chocolate-covered cookie bar made by Mars, Inc.
 Re-launching
 We are re-launching our product because our product
has crossed the maturity stage of the product life cycle.
Once the product finishes its maturity level, the sales
may start decreasing so in order to increase the sales by
3-5% and keep the product in touch with the competition
we are re-launching the product.
 As India is emerging market hence we forecast sales of
chocolate to grow by 8% after launching 5 Star Jelly in
different flavors.
 Target audience will be small school going kids
mostly in rural areas who will give this Rs.2 as gift
to all their friends on their birthday.
 5-Star Jelly

Weight in Price in Ingredients Favours

gm Rs. Nougat + Caramel 63%, liquid
glucose, sugar, hydrogenated Orange
30 gms Rs. 10 /- vegetable oils, milk solids, cocoa
solids, invert sugar, soya solids, Mango
15 gms Rs. 5 /- salt, emulsifiers (E471), edible
gum (412) and acidity Strawberry
regulator(526), Milk chocolate
10 gms Rs. 2 /- 37%, sugar, cocoa butter, milk Pineapple
solids, cocoa solids, emulsifier
(E442,E476) + Fruit flavor + Fruit
Jelly
 Forecasting
 As per the data available from Cadbury Sales Executive
Mumbai region, 5-Star grew 44% in 2008 under PAN
India (across India) and out of 73% share of chocolate
5-Star shares 9%
 Worldwide share of Cadbury chocolate was 6%
 Keeping last year growth we want to grow 5-Star share
by 4%
 Launch of New Cadbury 5 Star Jelly is expected to get
1% share in PAN India to be sold at Rs.2
 To keep up with the Competition, we will be distributing
free samples in School & College to induce people to
buy our product.
 To increase the consumer base we will be distributing
Rs. 5/- Cadbury 5 Star Jelly with the Family Pack of 5
Star Chocolate which will help us to achieve our target