4Ps Marketing Mix: A Comparison of Cadbury and Lindt Chocolates

This report covers the 4 p's of marketing mix in the comparison of Cadbury and Lindt chocolates, and includes the STP analysis on the basis of both brands. It also discusses the importance of marketing in business and the role it plays in promoting goods and services.

4ps marketing mix

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the process of purchasing and selling of goods in the market. The technique is used
by company to promote the goods and service in order to earn a profit and to be in the target
market for long term. It helps in understanding the market and consumer taste and preferences. It
also helps in planning and developing and executing effective merchandising strategies. It assist
business in making use of their strength and ignores overhead cost (Mathur, 2018). In this report
considering the cadbury chocolate, it is UK based company founded in 1824, by John cadbury.
The company serves in confectionery and chocolates. Whereas the competitor brand is lidnt
chocolates bar founded in 1845 by David sprungli at Switzerland. The report will cover the 4 p's
of marketing mix in the comparison of brand A and B, furthur it will include the STP analysis on
the basis of both brand.
MAIN BODY
Marketing mix is the model that business uses by focusing the particular points like product,
price, place and promotion. It is a set (Tsai, 2018) of tool that assist the concern that how to
work in targeted market. It offers a proper guidance for keeping the right thing at right place in a
reasonable value. Moreover all four points are listed below.
Product -
It is the service and commodity that is produce by the company in regards of getting profit and
good brand value. The products are produce on the basis of consumer taste and behaviour. It is
manufactured by involving of creativity and quality that are for cause of people health and social
believes (Velasco and Spence, 2019).
Cadbury
Cadbury offers a broad range of products in the
worldwide. They offers a different goods in
various countries on the basis of demographic,
production cost, demand etc. It consist of
varied products like chocolates, candies and
biscuits and many more. The products have
high demand in the global market.
Lidnt
The company is specialised in chocolates,
typical sweets and seasonal confectionery. The
product are at varied range which include dark
chocolates, truffle etc. seasonal offers are
provided on the basis of festivals and in very
creative way.
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Pricing -
It is estimated on the basis of the production cost and cost occur in end to end process. It is
valued by considering many factors like income of the user and the market condition. The price
depend on demand, cost to produce, competitor and what consumers willing to pay (Deepak and
Kasaraneni, 2019).
Cadbury
The brand follows a price skimming approach,
with this approach prices are set at very high
to take benefits of some individuals desires of
new wares or designs at any cost. These
include the product like oreo, silk, and
bournvill etc. these are valued at little higher
then the rivals.
Lidnt
The brand adapts a premium cost method in
marketplace, but the company have quality
product which treat them as luxurious
products. The choco bar comes in various size
and shapes.
Place -
It determines the demographical and geographical where company provides services in order to
get a expected revert. Some examples of places consumers can purchase products and
services include online through trade shows, events, channels like amazon etc.(Rieber, 2017).
Cadbury
The cadbury provides services in worldwide, it
has been capable to make huge effect
internationally as it is liked in worldwide. The
products are available at niche market too so
that it can be in reach of every segment. The
company products is in the reach of mass
market .
Lidnt
As the company is very old in market they had
faced the world wars and economic issues and
challenges in expansion of the business. It was
rise and diversified across European nations
and the united states. The company place
themselves as luxury Swiss chocolate in the
market.
Promotion -
It is the method of promoting product of the (Shrivastava, 2019) company by using many ways
like social media and digital platform like you tube, Instagram, Facebook etc. it works on both
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basis online and offline factors by promoting the goods and services. A company can use many
techniques to reach out the target markets (Fard and Amiri, 2018).
Cadbury
The company promotes their offers through
various methods as the products are in reach of
every segment. The brand uses the parlance
communication for promoting the company in
different region and countries in order to attract
then and create a bond between the company
and consumers.
Lidnt
The company engages in both print and digital
advertising in regards of promoting goods.
They broadcast videos through sources like
TV, airports, trains and shopping malls etc.
where the consumer can have an idea of the
taste and quality of product .
STP Marketing -
It is the framework that is consist of three steps that assist in development of specific marketing
planning. It helps in dictating how marketers can determine the right user, function them a right
content and give then the detail they need for successful target .
Segmentation:
It identifies the needs and wants of the niche market and helps in finding new customers. It
enables company to target various types of users , who understand the worth of particular goods
and services variedly from rivals (Hastings and Domegan, 2017). It is classified in different
forms which are described below:
 Demographical segmentation- It considers a attributes such as marital status, gender,
education and occupation of an individuals.
 Geographical segmentation – it includes the region, state, country or neighbourhood.
 Behaviour- it considers the consumers behaviour (Immawan, 2020) and their taste or
preferences of using products.
 Psychographic Segmentation – it states the factors like income, occupation and mental
state etc.
However, the cadbury follows a demographic segmentation on the basis of income and
occasions whereas the lidnt choco bar adapts psychogarphic segmentation on the basis of
lifestyle, concept and personality.
Targeting -
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After segmentation targeting comes by finding the most attractive. It can be done by the
analysing the size and profitability of each consumer unit. This is important in order to see
which segment would be the most effective to target. In context of barnd A and B, cadbury target
the all age group of people where as the lidnt market target the premium customer or the human
at the age of 35 to 40 aged people. they consider themselves as the luxury products.
Positioning –
It involves creating bespoke message designed for the segment chosen to target. This
communication or message sets the company different from the competitor brand. It include
some methods like considering why consumer should buy the product rather than the other
company product, this assist in setting the Unique identity of the product. In relation of cadbury
chocolates the brand positioned themselves as the genuine act of kindness which serves on the
good moments and it is liked by the every class of people. Whereas the lidnt milky bar
positioned themselves as luxurious brand and served in the big stores or malls and consumed by
the premium customers (Verma, 2017).
CONCLUSION
From the above report it is concluded that marketing plays a vital role in business as it promotes
the business by selling the goods and the commodity produce by the company in order to make a
money and expand the business in the other markets. The company used this section to make a
proper and clear strategy is regards of increasing the sales and production . It assist in making
the business alive and help the company in growing the concern. The marketing include the
research and development technique for producing a new product by understanding a consumer
behaviour and their taste, preferences or choice of buying. The marketing works of current trends
so that business can run creatively. The above explained Four principles of marketing has been
done on the basis of company production cost and economic basis or on the basis of strategies.
The STP analysis of the marketing done for understanding the market by dividing them in the
basis of the income, gender, sex. Mindset, occupation, location and many other things that assist
the marketers in understanding the requirements of the person. Above discussed the comparison
between the cadbury and lidnt chocolates justify that both are the quality product and counted in
the top brands but both work on the different areas and in various ways like there targeted market
and segments are different and the cadbury bar provide services in the wide rage but in the niche
market the chocolate can be available at small stores too but the other brand is available at
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malls or big stores. Although they work for earning profit in the market and both provides the
quality products.
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REFERENCES
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Verma, Y. and Singh, M.R., 2017. Marketing mix, customer satisfaction and loyalty: an
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