Segmentation -Targeting-
Positioning
1. Research suggests Cadbury 5 Star's target market is youth aged 15-35 from middle
to upper-middle-income groups, seeking quick indulgence.
2.Positioning Strategy: Focuses on relaxation and escape, encouraging consumers to
"do nothing" and enjoy the chocolate.
Target Market
Attribute Details
Age Group 15-35 years
Income
Middle to upper-middle-income consumers
Group
Consumer
Values humor, relaxation, and indulgent snacks
Traits
Looks for convenient, affordable, and indulgent
Lifestyle Fit
treats
Marketing Campaigns like "Do Nothing" align with youth
Focus seeking a break
Cadbury 5 Star appears to target young people, particularly those aged 15-35, who
are looking for a convenient and indulgent snack. This group, often from middle to
upper-middle-income backgrounds, values humor and a break from their busy lives,
as seen in campaigns like "Do Nothing." This focus aligns with their need for quick,
affordable treats that fit into their lifestyle.
Positioning Strategy
Aspect Details
Core
Indulgence and relaxation
Message
Brand
"Do Nothing" – Encouraging moments of escape
Themes
Emotional
Fun, relatable, and lighthearted marketing
Appeal
Key "Nothing University," "5 Stars Everywhere," "Destroy
Campaigns Valentine’s Day"
The positioning strategy for Cadbury 5 Star emphasizes indulgence and relaxation,
positioning the chocolate as a way to take a break and "do nothing." Campaigns like
"Nothing University" and "5 Stars Everywhere" highlight this by promoting the idea of
escaping daily routines, making it a fun, relatable choice for the youth.
Detailed Analysis and Insights
This section provides a comprehensive exploration of the market segmentation,
targeting, and positioning strategies for Cadbury 5 Star, based on extensive research
into its marketing campaigns, consumer demographics, and brand evolution. The
analysis aims to offer a detailed understanding for marketing professionals,
researchers, and enthusiasts, ensuring all relevant information is covered.
Background & Context
Market Segmentation
1. Demographic Segments: Age (children, teenagers, young adults, adults), gender,
and income levels. For 5 Star, the focus is on youth aged 15-35, with middle to upper-
middle-income groups, as they are more likely to seek affordable indulgence.
2. Psychographic Segments: Lifestyle (active, sedentary, indulgent) and personality
(fun-loving, laid-back). Campaigns like "Do Nothing" resonate with those who value
relaxation and humor, aligning with a laid-back, youth-centric lifestyle.
3. Behavioral Segments: Occasion (everyday consumption, special occasions, gifting)
and benefits sought (taste, energy, affordability). 5 Star is often consumed as a quick
snack, with campaigns emphasizing its role in providing a moment of escape.
4.Geographic Segments: Urban and rural areas, with a strong presence in urban
markets where youth density is higher, and expansion into international markets like
Brazil and Malaysia.
Target Market Selection
Aspect Details
Age Group 15-35 years
Income Middle to upper-middle class
Pricing
₹10 for 22g bar (affordable for low-to-medium-income consumers)
Strategy
Marketing Humor-driven campaigns (e.g., Ramesh & Suresh), digital engagement
Approach (e.g., "Nothing University")
Positioning Strategy Evolution
Time
Positioning Theme
Period
Early "Deliciously Rich that You’d Hate to
Years Share It"
Mid-
Togetherness, energy, soft chew
Years
Recent "Lost in Taste," "Do Nothing" (relaxation
Focus & escape)
Cadbury 5 Star's positioning strategy has evolved over the years but consistently
revolves around indulgence, relaxation, and escape.
Historical Positioning: Initially positioned as "Deliciously Rich that You’d Hate to Share
It," it later shifted to themes like togetherness, energy, and soft chew, before settling
on "Lost in Taste" and the "Do Nothing" campaign.
Current Positioning: The "Do Nothing" campaign, launched prominently since 2019,
positions 5 Star as a chocolate that allows consumers to take a break from their busy
lives, emphasizing relaxation and indulgence. This is seen in campaigns like "Nothing
University," where users can learn to "do nothing" in an AI-powered future, and "5
Stars Everywhere," which leverages app ratings for free advertising.
Current Positioning Strategy
Aspect Details
"Do Nothing" – Chocolate that allows a break
Main Message
from routine
Key Emotional Humor, light-hearted campaigns
Aspect Details
Appeal
Relatable Themes Everyday escapism
Competitive "Do Nothing" (5 Star) vs. "Have a Break"
Differentiation (KitKat)
More playful and youth-centric compared to
Brand Identity
competitors
Campaign Examples & Insights
A. 5 Stars Everywhere (2022): During the festive season, Cadbury 5 Star simplified its
logo to five stars, leveraging app rating systems for free advertising, aligning with
the "Do Nothing" proposition and targeting youth through digital platforms.
B. Nothing University (2023): This campaign introduced an online course to learn the
art of doing nothing, targeting youth concerned about AI's impact, with interactive
video sessions by comedians, reinforcing the brand's humorous, youth-focused
approach.
C. Destroy Valentine’s Day (2025): A recent campaign humorously recruits "uncles"
to make Valentine’s Day uncool, targeting youth by playing on generational
trends, continuing the brand's strategy of engaging through humor.
Comparative Analysis: Cadbury 5 Star vs. Nestlé KitKat
Aspect Cadbury 5 Star Nestlé KitKat
Target Youth (15-35), middle to upper-middle
Broad, young adults & students
Market income
Work-life balance, "Have a
Positioning Indulgence, relaxation, "Do Nothing"
Break"
Key "Do Nothing," "Nothing University," "Have a Break, Have a KitKat,"
Campaigns Ramesh-Suresh global breaks
Pricing Competitive pricing, similar
₹10 for 22g bar (affordable)
Strategy price points
Digital
High, social media-driven Strong, with global campaigns
Engagement
