The 4Ps Marketing Mix: A Report on Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar

This report discusses the 4Ps of marketing and a comparison of target markets between Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar. It covers topics such as target marketing, Levitt's model, Akaers personality brand framework, pricing, promotion, and place.

The 4Ps
marketing mix

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Table of Contents
INTRODUCTION......................................................................................................................................2
MAIN BODY.............................................................................................................................................2
CONCLUSION..........................................................................................................................................5
REFERENCES...........................................................................................................................................7
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INTRODUCTION
Marketing mix is a model of business which set the objectives in the target market. It gives a wide
range of areas with one tag line or message. it helps in reaching to broad range of customer by
considering major 4 p's of marketing in mind. Focusing on this tool assist firm to make strategies
decisions while introducing new product or revising existing offer(Abdelhady, 2018). This report is
based on cadbury dairy milk bar which is UK based company founded in 1905. it provide service
worldwide it is well recognised brand deals in confectionery. Other company is Lindt excellence milk
chocolate bar, it deals in chocolates and ice cream it was founded in 1845 in Switzerland. This report
will cover 4 P's of marketing and comparison of target markets .
MAIN BODY
Task 1
Target marketing -
It is broadly classified by age, location, income and lifestyle. This will cover STP marketing.
STP Marketing- It examine a particular strategy marketing. The basic motive of this method is to
abstracted the target audience accordance of their needs and wants(Acar, Avcılar and Bostancı 2020).
These strategies are describe below.
Segmentation- it divides the user into groups by using these tactics. It consist four parts which are
listed below.
 Demographic segmentation- it describe market by components like gender, age, size, race,
income etc.
 Psychographics segmentation- it mention the personality and growth. It include attitudes,
lifestyle, hobbies, risk aversion etc.
 Geographical segmentation - it marks the customer on the basis of country, region, and state
etc.
 Behavioural segmentation – it separates market by considering the choice and needs of
customers (Lim, Jee and De Run, E.C., 2020).
Thus, the Cadbury follows a psychographic segmentation in order to make image in mind of customers.
Whereas the lindt chocolate follows demographic segmentation. The segmentation of both the
companies are different from each other as the former segments the customer on the basis of
psychographic while other segment on the basis of demographic.
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Targeting- this factor separates pointed market into small segments to center a specific group of
users. In extent of brand A and B, cadbury targets all age group people and they have some specific
product for rich and upper class whereas, lindt targets rich and elite people. Both of their target market
are distinct as Cadbury targets the people of each of the income class while Lindt targets only rich
people.
Positioning- it determine the organisation where they stand in comparison to its competitor goods in
market or in the eyes of individuals. In term of cadbury they positioned themselves as sign of good
times or a spontaneous brand. Rather than lindt milky bar see their brand as luxury product.
Product-
it is services or offers provide by company to the consumer as per their needs and wants (Issock,
Mpinganjira and Roberts-Lombard, 2021).
Levitt's model-
In 1960 the model was explained for organisational changes. It consist four points that classifies the
changes of business. These points are interconnected with each other it is placed in square shape like
diamond which elaborate the terms. The four components are listed below.
 Structure – it is body of company. It include many things like staff, areas, and communication
etc. the way of communicate with level of hierarchy and departments. It states that if there is
change in constitution there is change in other section.
 Task - it refers to the activity which are performed by workers. It implies the actions as
organisational objectives. Its all about that what is to be done and by whom is to done.
 People - this states the employees of industry(Stoyanov, 2021). The workers are backbone of
business and its activity. The work is totally depends on the employees the skills and
techniques are well known to them. If there is any change in labours affects all other factors will
be change in these.
 Technology - it helps organisation bodies to perform better tasks. It ranges from information
technology, software, and latest automations. If changes in technology of organisation will
effect in whole business in order to upgrade whole system.
However, the cadbury comes in basic product as it has mass market it is used by common customers to
use and like by every class of people. Whereas the lidnt chocolate comes in expected product it is high
in cost as rich and premium people can buy it to eat. The taste of the chocolate is little sweet but the
smoothness of the product is perfect and good in taste.
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Akaers personality brand framework -
it is a brand blueprint that is design by marketing departments. It identifies the offer unique solutions
to build a strong identity of brand. It consist four basic characteristics that indicates different brand
models such as awareness, loyalty, perceived quality and brand associating. In case of brands the
cadbury comes in sincerity it states that brand has well known image in worldwide it provide services
across country and lindt, comes in sophisticated products as it has a high cost and not possible to buy
from every class of people (Fraser-Arnott, 2020).
Price-
pricing is the technique of examining the value a product that is paid by consumer in the return of
goods and services. This is used to set a relevant cost for both user and seller. Every firm works for
objective of earning revenue and to grow their structure. While setting the price of product the producer
should consider some points which are nature of the product, the cost of similar commodity, the users
which is going to use the good, the total cost including operational expenditure and major factors like
government polices etc. (Yuwei, 2021). thus, the producer should set price as per both party seller and
buyer both can afford the value. In case of the brand A&B, cadbury pricing method is skimming
pricing, this type of costing method states that owner sets a high announcing cost to attract buyers with
interest to buy the goods and give a good image with quality and monetary value. the cost are set at
high to take benefit of some individuals wants for a new offer or design at any cost. Whereas the lindt
milky bar, they offer premium quality product, so they adopted premium pricing strategy. This
techniques explains that the company sets price of their offers at high cost than the competitors to
prove them as brand. They doesn't care about the competitors as they believe that they have their own
loyal customer base.
Promotion-
It refers to activity that plays a important role in creating customers and promoting a business in public
by varied methods such as promoting through digital platform and setting campaign. The basic
objectives of adapting this tactics are developing the brand image, updating customer, showing
favourable position over rivals and converting expected customer into real customer. It consist a major
techniques which are listed below.
 Social media marketing- now days amount of population are addicted to social media as
Facebook, Instagram etc. before using anything individual go for reviews which was given by
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the consumers or ratings too(Shohet, Luzi and Tarshish, 2018). Uses mail method to announces
a new offers of branded or local markets. It includes content marketing etc.
 Traditional marketing – it include the influencer marketing and referral marketing it means that
sometimes people don't go for brand or cost they go for emotional sentiments like references
through friends and advertising campaigns.
The promotional activity adopted by the brand cadbury and lindt chocolate the brand A uses the wide
range of promoting their brand. The company made various tactics to be in market through various
forms like Tv, radio, digital media, coupons, and posters. The company update their tag line time to
time by giving more innovative slogans to attract customers more. this shows that use the products in
every occasions treat good as sweet. it gives a sweet and memorable impact at every age group
whereas lindt follows both digital and printing method both technique to promote their products. They
have displays, posters on public places (Al-Samirae, Alshibly and Alghizzawi, 2020).
Place-
This refers to the location and geographical presentation of the structure where the company sells their
commodity. The basic motive of place is to make product available for the customer easily they don't
need to go far to buy such commodity(Cifci, Cetin and Dincer, 2018). This include supply network etc.
the business provides their offers in local outlets too so that they can sell them or it can be in reach of
localites or small markets. In case of brand A&B, the brand cadbury has the mars market it can be
availble in small stores and big malls with variety of commodity and for every class people people
mostly prefer it as priority whereas, the ,lindt chocolate it has luxury brand it is available at limited
stores or big malls as it contains a high cost so only its premium customer go for it to buy.
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CONCLUSION
From the above report it is concluded that both the industry target market is different but gives benefits
in growth of company and cadbury uses their brand image and popularity or lindt choclate uses its
USP of goods to orientation themselves. Both firm are well aware of social values and ethics of running
business. they know how to promote their company in effective way however, cadbuy and lindt
chocolates use competing strategy in order to increase more sales and revenue for business. Cadbury
has mass market it provide services in worldwide, so they conduct their activities accordingly.
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REFERENCES
Abdelhady, M.R.R., 2018. The Influence of Marketing Mix Elements for Airlines on Passengers'
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Acar, İ.H., Avcılar, G. and Bostancı, S., 2020. The roles of adolescents’ emotional problems and social
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Handbook of Destination Marketing (pp. 49-59). Routledge.
Shohet, I.M., Luzi, M. and Tarshish, M., 2018. Optimal allocation of resources in construction safety:
Analytical-empirical model. Safety science, 104, pp.231-238.
Stoyanov, D., 2021. Marketing of vending channels: a case of French university campuses.
International Journal of Retail & Distribution Management.
Yuwei, Y., 2021. Development of the marketing strategy of the commercial company.
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Issock, P.B.I., Mpinganjira, M. and Roberts-Lombard, M., 2021. Investigating the relevance of the
traditional marketing mix across different stages of change: Empirical evidence from household
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Al-Samirae, Z., Alshibly, M.S. and Alghizzawi, M., 2020. Excellence in Drawing up Marketing Mix
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