One of India’s oldest chocolate bars in its category Cadbury’s 5 Star was launched in the year 1953 and since then has been one of the trendiest chocolates in the region. Cadbury’s 5 Star which was owned by Kraft Foods is now officially a part of the product portfolio os Modelez International.
The brand is available in many popular variants like Cadbury’s 5 Star, Cadbury’s 5 Star Caramel, Cadbury’s 5 Star 3 D, Cadbury’s 5 Star Treats etc. The brand which is one that has always stayed in trend is also a popular snack amongst kids with its rich taste and texture and presence of nuts and caramel in it. Cadbury’s 5 Star has also been popular for some very interesting advertisements which have captured the mindshare of Indian customers.
Strengths in the SWOT analysis of Cadburys five star
The following are the strengths of Cadbury’s 5 Star:
- Taste: Cadbury’s 5 Star is known for the difference in taste that it has from other milk chocolates. As the positioning claims of the brand indicate the chocolate is more chewy and rich in various filling like Noga, caramel, almonds. Peanuts, raisins, and nuts. This makes it popular not just as a chocolate but also a snack for kids and adults alike.
- Popularity: Cadbury’s 5 Star in the market leader in the count line segment of chocolates in India with a market share of around 67 %. The brand has retained its success for almost four decades now and is also sold in markets like Brazil, Philippines, Malaysia and South Africa where it is gaining popularity.
- Change of positioning: Cadbury’s 5 Star has always stayed in trend primarily because it could alter its positioning with respect to the trend that was in vogue. During the early years of its launch, Cadbury 5Star was positioned to indicate togetherness, hunger, energy, irresistible and soft chew. But as people got used to this over time and as competitors started introducing brands with similar attributes Cadbury 5Star starting pitching in terms of being ‘Lost in Taste”. This is a very apt positioning for people who look up to chocolate as a luxury that helps them stay afloat amidst stressful lives.
- Ramesh & Suresh: In a master move, Cadbury’s 5 Star introduced two quirky characters into the advertisements Ramesh & Suresh who have been the brand icons for the chocolate for quite some time now.These characters along with humorous situations that they associate themselves with have increased the brand recall of Cadbury’s 5 Star manifold.
Weaknesses in the SWOT analysis of Cadburys five star
Some of the key weaknesses of Cadbury’s 5 Star are :
- Ingredients: Though the pack indicates vegetable oil, fats, and artificial flavors, there is no mention of what each specific content has. This creates a lot of doubts in the mind of the customer on the exact composition of the chocolate.
- Getting the value right: The commodity prices are on a rise not just in India but globally. Chocolate brands like Cadbury’s 5 Star which are known for their richness of taste are struggling to get the value of their product right while managing the price fluctuations.
- Distribution Challenges: One allegation leveled against not just Cadbury’s 5 Star but other brands of milk chocolates are that they melt. In higher temperature regions as well as during summer, chocolate manufacturers face a lot of challenges in preventing or controlling melting of chocolates during distribution.
- Competition from internal brands: In the 8000 crore chocolate market in India Cadbury’s 5 Star faces the highest competition from an internal brand from the same company Cadbury’s Dairy Milk which is the market leader in the segment. The company finds it tricky to balance the budgets for promotion while ensuring that both brands get the same visibility.
Opportunities in the SWOT analysis of Cadburys five star
Some of the opportunities include :
- Favorable Trends: The Indian chocolate industry is going to be benefited by favorable economic trends like growth in per capita income, increased the frequency of shopping and more spendable income. The rural to urban migration is yet another favorable trend. All these are likely to increase the per capita consumption of chocolate.
- Untapped Rural Market: While multinational confectioners who have tried to enter into India primarily look at only urban markets there is the huge untapped rural market which can be easily targeted by popular brands like Cadbury’s 5 Star.
Threats in the SWOT analysis of Cadburys five star
Some of the threats include:
- Competition : Some of the major competitors of Cadbury’s 5 Star are Dairy Milk Silk, Dairy Milk, Perk, Kit Kat and