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 worldwide confectionery company and the worlds 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,
clairs, Gems, Bytes
Bourn vita, Halls, Bubbaloo

Product Personality of 5Star

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 5Star

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 + Crme 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 + Crme 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

Competitors Analysis

Nestle Bar-One is the Biggest Competitor of Cadbury 5 Star.

Nestl India is a subsidiary ofNestl S.A. of Switzerland

Launched in the 1970s and still one of South Africas 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
gm

Price in
Rs.

30 gms

Rs. 10 /-

15 gms

Rs. 5 /-

10 gms

Rs. 2 /-

Ingredients
Favours
Nougat + Caramel 63%, liquid
glucose, sugar, hydrogenated
Orange
vegetable oils, milk solids, cocoa
solids, invert sugar, soya solids,
Mango
salt, emulsifiers (E471), edible
gum (412) and acidity
Strawberry
regulator(526), Milk chocolate
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 5Star 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