INTRODUCTION and CUSTOMER VALUE

MARKETING DIARY

Product - 5 star

Cadbury India Ltd. is a part of the Mondelez International. Cadbury India operates in five categories - chocolate confectionery, beverages, biscuits, gum and candy. In the chocolate confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Halls, Choclairs, Tang and Oreo.

For over 25 years, chocoholics have loved the Cadbury 5 star. It is a flagship product of Cadbury. It is the second most sold chocolate in the country after Cadbury dairy milk. Cadbury 5 star was launched in 1969, which is hard from the outside and has a soft caramel core or nougat on the inside. Over the years, 5 star has undergone several refinements to be able to satisfy the consumers taste.

CUSTOMER VALUE

 In today's competitive world there exists similar products under different brands and due to availability of social media and internet anyone can gather information about the particular product , what is important for a brand is to live up to the customer expectations and deliver the best in order to retain the customer.
Customer Perceived Value is the difference between the prospective customer's evaluation of all benefits and all costs of the offerings and the perceived alternatives.

The two most important parts under Customer perceived value are :

1. TOTAL CUSTOMER BENEFIT : This can be further classified into 4 sub-parts, analyzing it with respect to my product.

• Product Benefit :  5 Star is easily available almost everywhere ranging from local kirana shops to mall. What makes 5 Star so irresistible is the unique combination of chocolate, caramel, and nougat.
• Service Benefit : The cost of 5 Star is as low as Rs5/- which makes it affordable for everyone.
• Personnel Benefits : Consumers are loyal to the brand as it provides value for money.
•  Image Benefit : Cadbury in itself is huge brand since the beginning and hence has huge image benefit.Also 5star had a strong market share in this particular chocolate segment as it has limited competitors.

   2.   TOTAL CUSTOMER COST ; The 4 sub-parts are :

• Monetary Cost : The price of 5 star ranges from Rs5 to Rs 30/-.
• Time Cost : Available at all the stores ranging from small local stores to malls.
• Energy Cost : it refers to the amount of energy required to reach a particular store to buy 5 Star. Since it is easily available the energy cost associated with is low,
• Psychological cost : it is how a particular customer look at the price of the product. In case of 5 Star since the price is bare minimum every customer will look positively towards it.

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