ORIGIN OF THE PRODUCTORIGIN OF THE PRODUCT

Launched in 1969 as a bar of chocolate that was hard Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 outside with soft caramel nougat inside, Cadbury 5 star has re-invented itself over the years to keep star has re-invented itself over the years to keep satisfying the consumers taste for a high quality and satisfying the consumers taste for a high quality and different chocolate eating experience.different chocolate eating experience.

More recently, in 2006, to give consumers another 5 More recently, in 2006, to give consumers another 5 Star experience, Cadbury 5 Star Crunchy was Star experience, Cadbury 5 Star Crunchy was launched.launched.

The same delicious Cadbury 5 Star was now also The same delicious Cadbury 5 Star was now also

available with a dash of rice crispies.available with a dash of rice crispies.

MARKET ANALYSISMARKET ANALYSIS

Price:Price: 5 Star(Ordinary)-Rs 5, Rs 10, Rs 305 Star(Ordinary)-Rs 5, Rs 10, Rs 30 5 Star(Crunchy)-Rs 125 Star(Crunchy)-Rs 12 5 Star(Fruit &Nut)-Rs 235 Star(Fruit &Nut)-Rs 23

Place:Place: A small kirana shops, big kirana shops, general stores, A small kirana shops, big kirana shops, general stores,

super markets etc.super markets etc.

Packaging:Packaging: 5 Star is wrapped in 3mm foil. It is advised to store 5 5 Star is wrapped in 3mm foil. It is advised to store 5

Star at lower temperature around 15 degree CC.Star at lower temperature around 15 degree CC.

RAW MATERIALS USED RAW MATERIALS USED

5 Star (Ordinary)– Ingredients,weight and the price5 Star (Ordinary)– Ingredients,weight and the price

Nougat + Caramel 63%, liquid glucose, sugar, hydrogenated Nougat + Caramel 63%, liquid glucose, sugar, hydrogenated vegetable oils, milk solids, cocoa solids, invert sugar, soya vegetable oils, milk solids, cocoa solids, invert sugar, soya solids, salt, emulsifiers (E471), edible gum (412) and acidity solids, salt, emulsifiers (E471), edible gum (412) and acidity regulator(526), Milk chocolate 37%, sugar, cocoa butter, regulator(526), Milk chocolate 37%, sugar, cocoa butter, emulsifier (E442,E476)emulsifier (E442,E476)

30gm30gm Rs.10Rs.10

5-Star(Crunchy)-Ingredients, weight and the price5-Star(Crunchy)-Ingredients, weight and the price

Nougat + Caramel + Crème 67%, liquid glucose, sugar, Nougat + Caramel + Crème 67%, liquid glucose, sugar, hydrogenated vegetable oils, rice crispiest 7%, corn hydrogenated vegetable oils, rice crispiest 7%, corn flakes 4%, milk solids, cocoa solids, cocoa butter, wheat flakes 4%, milk solids, cocoa solids, cocoa butter, wheat flour, edible vegetable oils, invert sugar, emulsifiers ( E flour, edible vegetable oils, invert sugar, emulsifiers ( E 442, E 476, E 322), soya solids, starch, salt, stabilizers 442, E 476, E 322), soya solids, starch, salt, stabilizers (412,407), acidity regulators (526) and caramel (412,407), acidity regulators (526) and caramel (150c),Milk Chocolate 33%(150c),Milk Chocolate 33%

30gms30gms Rs.12Rs.12

5-Star(Fruit & Nut)-Ingredients, weight and the price5-Star(Fruit & Nut)-Ingredients, weight and the price Nougat + Caramel + Crème 66%, liquid glucose, sugar, Nougat + Caramel + Crème 66%, liquid glucose, sugar,

hydrogenated vegetable oils, apricot, Kermels 6%, milk hydrogenated vegetable oils, apricot, Kermels 6%, milk solids, almonds 3 % , raisins 3 %, cocoa solids, invert solids, almonds 3 % , raisins 3 %, cocoa solids, invert sugar, cashew nuts, emulsifiers ( E 442, E 471, E 476), sugar, cashew nuts, emulsifiers ( E 442, E 471, E 476), edible vegetable oils, soya solids, salt, stabilizers (412,407), edible vegetable oils, soya solids, salt, stabilizers (412,407), acidity regulators (526), Milk Chocolate 34%, sugar, cocoa acidity regulators (526), Milk Chocolate 34%, sugar, cocoa butter butter

45gms45gms Rs.23 Rs.23 && 3 mm wrapping foil to preserve the taste of the product.3 mm wrapping foil to preserve the taste of the product.

Demographics:

Age: from 5 yrs to 80 yrs

Income: low to high

Occupation: any sector (not necessary)

Education: lower to higher

Religion: for every religion

Hence Cadbury promotes its products that there is no particular moment for which there chocolates are made and can be consumed as and when the consumer wishes.

PRODUCTION HOUSE IN INDIAPRODUCTION HOUSE IN INDIA

Today Cadbury 5-Star has five company-owned Today Cadbury 5-Star has five company-owned manufacturing facilities in India and they are manufacturing facilities in India and they are

ThaneThane Induri (Pune) Induri (Pune) Malanpur (Gwalior)Malanpur (Gwalior) Bangalore and Bangalore and Baddi (Himachal Pradesh) Baddi (Himachal Pradesh) 4 sales offices 4 sales offices New Delhi, Mumbai, Kolkata and ChennaiNew Delhi, Mumbai, Kolkata and Chennai Corporate office is in Mumbai.Corporate office is in Mumbai.

Head Offices & Factories

FACTORY AT MALANPUR(GWALIOR)FACTORY AT MALANPUR(GWALIOR)

FACTORY AT BADDI(HIMACHAL PRADESH)FACTORY AT BADDI(HIMACHAL PRADESH)

SALES STRATEGYSALES STRATEGY

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 LIFE CYCLE (PLC)PRODUCT LIFE CYCLE (PLC)

5-Star 5-Star is in its Maturity Stage is in its Maturity Stage as its revenue growth was up as its revenue growth was up 12% and in India it grew up by 23%.12% and in India it grew up by 23%.

New add-ons are being added to keep the excitement on and New add-ons are being added to keep the excitement on and to stay in the market in pace with their competitors.to stay in the market in pace with their competitors.

Cadbury has kept a good look on their competitors and does Cadbury has kept a good look on their competitors and does spends a good amount on advertisements by endorsing spends a good amount on advertisements by endorsing Brand Ambassadors for Cadbury (Amitabh Bachchan) and Brand Ambassadors for Cadbury (Amitabh Bachchan) and also coming with brand extension with new products. also coming with brand extension with new products.

5 Star has 5 Star has come out of its growth stage come out of its growth stage and and entered the entered the Maturity StageMaturity Stage and hence we are seeing few extensions in and hence we are seeing few extensions in the product (Crunchy and Fruit&Nut) to keep that product the product (Crunchy and Fruit&Nut) to keep that product developing.developing.

RE-LAUNCHINGRE-LAUNCHING

CADBURY 5-Star is re-launching its product because their CADBURY 5-Star is re-launching its product because their product has crossed the maturity stage of the product life product has crossed the maturity stage of the product life cycle. Once the product finishes its maturity level, the sales cycle. Once the product finishes its maturity level, the sales may start decreasing so in order to increase the sales by 3-may start decreasing so in order to increase the sales by 3-5% and keep the product in touch with the competition 5-5% and keep the product in touch with the competition 5-Star is re-launching the product.Star is re-launching the product.

As India is emerging market hence 5-Star forecast sales of As India is emerging market hence 5-Star forecast sales of chocolate to grow by 8% after launching 5 Star Jelly in chocolate to grow by 8% after launching 5 Star Jelly in different flavors. different flavors. 

Target audience will be small school going kids mostly Target audience will be small school going kids mostly in rural areas who will give this Rs.2 as gift to all their in rural areas who will give this Rs.2 as gift to all their friends on their birthday. friends on their birthday.

5-Star Jelly

Weight in gm

Price in Rs.

30 gms Rs. 10 /-

15 gms Rs. 5 /-

10 gms Rs. 2 /-

IngredientsNougat + 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, emulsifier (E442,E476) + Fruit flavor + Fruit Jelly

Flavours

Orange

Mango

Strawberry

Pineapple

FORECASTINGFORECASTING

As per the data available from Cadbury Sales Executive As per the data available from Cadbury Sales Executive Mumbai region, 5-Star grew 44% in 2008 under PAN Mumbai region, 5-Star grew 44% in 2008 under PAN India (across India) and out of 73% share of chocolate India (across India) and out of 73% share of chocolate 5-Star shares 9% 5-Star shares 9%

Worldwide share of Cadbury 5 star chocolate was 6% Worldwide share of Cadbury 5 star chocolate was 6% Keeping last year growth, company want to grow 5-Star Keeping last year growth, company want to grow 5-Star

share by 4%share by 4% Launch of New Cadbury 5 Star Jelly is expected to get Launch of New Cadbury 5 Star Jelly is expected to get

1% share in PAN India to be sold at Rs.21% share in PAN India to be sold at Rs.2 To keep up with the Competition, 5-Star will be To keep up with the Competition, 5-Star will be

distributing free samples in School & College to induce distributing free samples in School & College to induce people to buy their product.people to buy their product.

To increase the consumer base 5-Star will be distributing To increase the consumer base 5-Star will be distributing Rs. 5/- Cadbury 5 Star Jelly with the Family Pack of 5 Rs. 5/- Cadbury 5 Star Jelly with the Family Pack of 5 Star Chocolate which will help them to achieve their Star Chocolate which will help them to achieve their target .target .