The 4Ps Marketing Mix: Principles of Marketing Coursework Individual Report

This report discusses the marketing mix of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar, comparing their target market, product, price, place, and promotion. It also explains the principles of marketing and how the 4Ps help in developing an effective marketing strategy.

PRINCIPLES
OF
MARKETING

Table of Content
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
2.1 Market Targeting..............................................................................................................3
2.2. Product.............................................................................................................................4
2.3 Price..................................................................................................................................4
2.4 Place.................................................................................................................................5
2.5 Promoting.........................................................................................................................5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
The 4Ps are the four essentials factors of the market which involves in marketing of
goods and services to the public. The four Ps are as follows- the product, the price, the place,
and the promotion. Marketing mix is a strategy which focuses on multiple areas of business.
Taking an example if two brands, Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk
Chocolate Bar. Cadbury is a multinational confectionary brand which was founded in 1824,
197 years ago by John Cadbury. The headquarters is located in Uxbridge, London. Lindt it is
Swiss chocolatier and a confectionary company founded in 1845, and basically is famous for
their chocolate truffles and chocolate bars. The headquarters are located in Kilchberg,
Switzerland. Further the report will discuss the marketing mix between the two brands and it
will compare their target market, brand or product, price, place and promotion.
MAIN BODY
The marketing mix which is also known as four P’s of marketing are considered as
principles of developing an effective and effectual marketing strategy. The marketing mix
was founded in the year 1960 by famous marketers. There are several factors on which it is
dependent which includes marketing plan of the entity, the managers working in the
marketing department and many other. The marketing mix of both the organisations that is
Cadbury and Lindt are elaborated underneath.
2.1 Market Targeting
Market targeting means the product which the particular company is producing will
satisfy the customers needs and demands. It can be defined as age, sexual, orientation,
gender, economic class, religion, ethnicity, or location. Talking about target market of
Cadbury dairy milk bar, it generally involves segmentation process which makes it easier to
target the audience. The segmentation of Cadbury is mixture of demographics, behavioural,
and psychographic factors, like on the basis of income and occasions. In demographic factor,
it includes age groups of the people who enjoying Cadbury products. The offering of the
brand is dependent upon number of factors which includes the production capabilities of the
brand, determined prices of different products, the designing and packaging of products along
with different facilities that are available on different stores, celebrity endorsement and
various others. For example, Cadbury temptation and Bournville are for higher end customer
group who are willing to play more and silk is for those who can’t resist chocolates. The
audience which Cadbury has is all age type and all class of people can purchase their product.

On the other hand, the very famous brand of chocolate is Lindt is a brand which position
itself as a luxury Swiss milk chocolate organisation and target group on which the company
generally is focused about are elite society and rich families. The company target according
to their production of the brand. The quality of the product attracts the most which results in
increasing of profit of the firm. They are targeting the adults who are stable and easy for them
to buy the product.
2.2. Product
The items or services which is designed to satisfy the needs and wants of the customers is
known as product. In this current scenario it is important to identify what differentiates it
from competing products or services. In context of product of Cadbury dairy milk bar, this is
the biggest and most accepted chocolate brand in the world. It generally includes every age
and class of people. Dairy milk is the star product of Cadbury which has highest consistency
of milk chocolate. The products are based on seasons and the variations in the product
portfolio is dependent upon the sales units or the revenue being generated in each country
where The entity has its operations and brand awareness. There are several standard products
which are distributed by Cadbury to customers along with it other offerings of the company
are based upon festival season and different festivities like Halloween, Thanksgiving,
Christmas and others. Cadbury also make sure to stand outside the box and for which it
focuses our the packaging of its products. Cadbury make sure tu you always keep the
packaging of its product unique and innovative as well as attractive. The Cadbury also prefers
to segregate the products according to the demographic areas. The product lists of Cadbury is
as follows, Cadbury dairy milk, Cadbury five star, Perk, Bytes, caramel cake bars, etc. on the
other side, discussing about product of Lindt chocolate, the packaging of the product is
according to the product they provide to the customers. Talking about its colour it is luxury
gold which reflects that the product belongs to the affluent people, the shape of chocolate is
very different which is circle, and it includes the picture of chocolate on the top of the
packaging. It is a famous brand which deals in manufacturing and selling quality chocolate
products, typical sweets, and seasonal confectioneries. The brand has different of the names
their product as Excellence, Lindor, Dessert, Creation, etc.
2.3 Price
The sales of the product reflect what consumers are willing to pay for it. The price
should be according to the product they are production which will satisfy their demands.
Taking in context of Cadbury, they majorly include 7 different type of pricing strategy which

help the company to gain more profit. The name of strategies are price skimming pricing,
cost plus pricing, positioning pricing, demand-based pricing, competitive pricing, discount
pricing, bundle pricing. In the context of Lindt, the brand packs some of its products in
simple packaging on the other hand few of its prestigious products are packed with attractive,
innovative and stunning packaging which are designed by experts. In concern with pricing
strategy of Lindt the company keep the prices of its product similar to its competitors and do
not differ much. This is the reason why, competitiveness of the brand does not depend upon
its pricing strategy but on the quality of the products it is offering to the customers, creative
packaging and its brand value in the competitive environment. Below there is a comparison
between their price of the product.
Cadbury Price Lindt Price
Cadbury Milk
Chocolate Finger
£ 1.66 Lindt Lindor Milk
Choc Box
$9.96
Dairy mill caramel
bar
£ 1.50 Lindt Deluxe $18.99
Dairy milk fruit
and nut
£ 0.98 Chocolate Delights $79.95
2.4 Place
The type of products and their suitability is the key factor which is considered and always
will be considered by organisations while establishing their distribution or placing strategies.
There are several different types of goods that are needed by customers, consumable goods
most commonly available in enough quantity in several different stores and supermarkets.
But when it comes to products like chocolates of brands like Cadbury which is a large Global
organisation having its presence in several locations around the globe such France, China,
Brazil, Russia, Canada, Italy, India, United Kingdom and Pakistan. The manufacturing
houses of Cadbury are established in Poland, France and Ireland. The company received a
huge opportunity with the increasing and growing E-Commerce channels. Cadbury received a
chance to expand its business through several online platforms and following e-commerce
processes. Cadbury is a worldwide name and has made its name in almost more than 200
countries. This shows the distribution channel and the places where it has made its product
reach. On the other hand, Lindt, it is a recognized brand and operates via four hundred and
ten chocolate shops, business and café spread all over the world including places like United

States, France, Germany, Brazil, South Africa, Japan, China, Russia, India, Canada, Mexico,
and United Kingdom. Currently the reach of Lindt products is more than over 100 countries
worldwide. With distribution and sales companies in 4 continents, 6 production sites in
Europe and 2 in the US, it has a strong supply chain management system. They place
themselves as the ‘Luxury Swiss Chocolate Maker’ and their target audience is therefore high
class, affluent people.
2.5 Promoting
The activities like advertising; sales promotion, personal selling, and public relations
are known as promotional mix. Dairy milk has a worldwide presence and to maintain its
position as number one in customer market the brand has taken several steps. They have a
very unique strategy to promote their products. Their purple packaging is iconic. To promote
the offerings Cadbury make sure that their commercials are eye catchy and are casted over all
the digital as well as audio advertisement channels. To make sure that the company is
reaching to all its customers and potential buyers the brand make use of print media as well
bye by providing ads in magazines and newspapers. The company also has various brand
ambassadors for various types of products so that each of them is used to make an impression
in the mind of the people. Cadbury has not left any stones unturned to promote itself. On the
other hand, Lindt, they generally advertise their company by campaigns, electronic and visual
medium in magazine and hoardings. Lindt engages both in print advertising as well as digital
advertising. They have displays, posters on airports, trains, and big shopping centres in the
world. They display their poster over train, at airports and at big malls. They are mostly
active on their website, and over social media. The brand identified that the impact of
celebrity endorsement has roped in tennis players. Therefore, Lindt made use of the
opportunity and casted sports players in their marketing campaigns and use them to promote
their brand as well as spread awareness among the customers.
CONCLUSION
In the above report, it is explained that how marketing mix helps the company to work
properly. The marketing strategies makes it easier for them to promote, produces, etc. To
have proper clarity about the strategy, in the above report they have taken to different the
name of the brands are Cadbury and Lindt chocolate. They both are very famous brands in
confectionary market. Cadbury generally provides chocolates for all kind of age groups and
class of people. On the other hand, Lindt is a luxury which produces their products for high

class people who do not think before buying these products. The marketing mix includes 4Ps,
Product, price, place and promotion.

REFERENCES
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Study into Grocery Retailers in Malaysia. Asian Journal of Entrepreneurship, 1(4),
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budget management in cosmetic industry. In Proceedings of the 2018 Winter
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