Analyzing Marketing Strategies of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar

This report analyzes the marketing strategies of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar, focusing on the STP process and effectiveness of the marketing mix. It provides insights into segmentation, targeting, positioning, product offerings, pricing, distribution channels, and promotional activities of these brands.

BUSINESS

EXECUTIVE SUMMARY
The aim of the report is to analyse different marketing strategies that business can use in
order to have effective position and product image in market. The study is based on two brand
images in markets that are Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar.
The STP process helps the brand to attract potential customers and retain them for long period. It
is been analysed that the Cadbury Dairy Milk Bar is working more effectively than compared
with Lindt ‘Excellence’ Milk Chocolate Bar. This study is helpful to both the brands as they can
analyse where they are lacking behind in order to implement right strategy for brand
improvement.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
STP marketing planning process.................................................................................................1
Effectiveness of marketing mix..................................................................................................2
CONCLUSION AND RECOMMENDATIONS............................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
It is very important for the business to have an effective marketing strategies in hand in
order to make the products recognisable in market. Present report is based on two organisations
that are Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. Cadbury Dairy
Milk Bar is brand that is manufactured by Cadbury company and was introduced in the year
1905. On the other hand, Lindt ‘Excellence’ Milk Chocolate Bar is a brand that introduced by
Lindt and Sprungli and is having effective image of its brand in market as premium product.
Report will include STP marketing planning process that these two brands are having and will
also analyse the 4P's of these brands(Marketing, 2019).
STP marketing planning process
STP Process is very useful to have understanding of different application of marketing
in order to have effective brand image. It helps the brands to compete in market with effective
strategies in hand.
Segmentation:- Market segmentation is a process that helps the brands to divide its market into
different groups on bases of the characteristics that customers are having. Customers having
same traits and response are categorised into same group(Schlegelmilch, 2016).
Targeting:- It is a strategy that brands adopts in order to break the large market into smaller
parts and target these smaller segments individually on bases of there interests. It is not
possible to target the whole market at the same time, it is therefore important for the brands to
target a defined group within that market(Kim, Ha and Park, 2019).
Positioning:- It is the strategy with the help of which business is able to stand in market by
competing with the rivalries. For the same, brands are required to have product uniqueness and
distinct benefits that any other brands can not give to the customers.
STP process used by the two organisations are as following:-
Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar
Segmentation:- Cadbury Dairy Milk Bar
segments its offerings into demographic,
psychographic and behavioural segments.
Brand have segmented its offerings to different
Segmentation:- Lindt ‘Excellence’ Milk
Chocolate Bar have segmented its offerings on
bases of the gender, marital status of
customers, their occupations, education etc. It
1

age groups that is from younger to adults. As
lifestyle of people are changing, brand is
segmenting its offerings with respect to the
preference of customers and also on bases of
income and occupation of the
customers(Thoeni, Marshall and Campbell,
2016).
segments the customers on bases of there
willingness to pay as it offers the brands at a
premium price that all can not afford easily. On
bases of the occupation of the customers, it
segments its offerings(Schlegelmilch, 2016).
Targeting:- The brand is targeting customers
of all age groups and have also focused on
different class of the customers. There are
products like Cadbury silk is targeted to people
that are resist chocolates. It also targets
customers that have willingness to pay more
and the products are offered from lower to
higher price options.
Targeting:- Targeting rich and elite people
who do not think before spending money on
quality of products. The target audience is
usually the high class and affluent people. The
also target audience that are willing to share
gifts with their friends and families(Thoeni,
Marshall and Campbell, 2016).
Positioning:- Cadbury have positioned itself as
a brand that is symbolic of good times and
meant for different special occasions and
moments(Schlegelmilch, 2016).
Positioning:- It is having an effective position
in market due to quality of its offerings. As it is
having high price, there is a huge competition
for them. However, the customers are quite
loyal towards the products due to there quality.
Effectiveness of marketing mix
Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar
Product:- The products offered by Cadbury are
having lion share of the market and is having
strong line of products that is the reason it is
leading the market. It is the leading name of
chocolates across the world and is providing
quality of its offerings. There are different
products that are offered to the customers on
Product:- Lindt offers chocolate products and
have a variety range of the offerings. The
products that they offer are in range of white,
milk and dark chocolates that are made up of
fruits, spice and also nuts. The major is on the
quality of its offerings with smooth filling of
chocolates in its products. For different
2

bases of different occasions, festivals etc. This
helps the customers to have different options in
hand and they can choose on bases of there
requirements. It is the leading name in market
when chocolates are considered and is having
strong line of products all over the
market(Bharucha, 2016).
occasions, they offer different product range.
They have innovative product offerings with
delicious flavours that attracts the customers
towards them(Pecot and De Barnier, 2018).
Price:- With high quality of its offerings, there
are many products that are offered to the
customers at a high price. However, there are
many products that Cadbury offers at
reasonable price. Cadbury Dairy Milk Bar are
available for the customers at both high and
low price. It is considered as a premium brand
due to its positioning in market(Sood, 2018).
Price:- The brand is offering quality of
products with the help of premium pricing
strategy and is having competition with many
other brands in market. However, it does not
care with its rival brands as it is having
superior quality of its offerings. Customers are
quite loyal towards the offerings as they follow
effective pricing policies. The products are
having high price that defines the quality of its
products. All the customers are loyal towards
the offerings that is the reason, they do not
need to change the pricing strategy(Ramli,
2017).
Place:- The Cadbury is having a widespread
distribution and is the strongest in all urban
areas(Sultan, 2016). Rural marketing is quite
weak as the demand is less for its offerings.
The chocolates are distributed all over the
global market and in more than 200 countries.
It is having a strong position in market and
with the high demand in market, cost is also
quite high with respect to these distribution
Place:- It is a recognised brand in market and
is spread all over the global market by having
different chocolates shops and cafe. Company
have created a niche market for its offerings
and with the help of new technologies it is able
to manufacture products with less processing
time. There are many subsidiaries that they
have in many different countries. It is having
an excellent supply chain and its offerings are
3

channels. available at different luxury stores, shopping
malls and lounges. They are also active on
their websites and customers are able to make
their online orders.
Promotion:- They promote there offerings
with the help of different promotional
activities. With the help of different
advertisements on television, social media,
radio, newspapers etc. brand is making an
effective position and due to these activities,
brand is recall very easily by the
customers(Mullin, 2018).
Promotion:- It is having an effective image in
market and they advertise their offerings with
the help of different campaigns, magazines,
television channels etc. They are active on
social media platforms like Facebook,
Instagram, YouTube etc. They also take help
of celebrity endorsements in order to promote
their brand(Parahoo and Mahate, 2016).
CONCLUSION AND RECOMMENDATIONS
From the above study it is been concluded that the brand apply the 4P's in an effective
manner as it helps them to have an effective brand image in market. There are different
strategies that the brands implement in an effective manner in order to lead the market and
compete with its rivalries. The two brands applied the 4 P's as it helps in brining different
marketing concepts that can help them to achieve there specific goals. It allocates the
responsibility of different part of there business functions and facilitates the communication
process. From the above analyses it is been seen that Cadbury Dairy Milk Bar is more
successful in its application of the 4 P's as they offer quality of its products at different range
and size that customers can choose on bases of there needs and capability. Lindt ‘Excellence’
Milk Chocolate Bar has to work on the price as the products are quite expensive for many
customers. The price range and size of the products have to be expanded by this brand.
4

REFERENCES
Books and Journals
Bharucha, J., 2016. Cadbury Vs Nestle: A Study of The Chocolate War. International Journal
of Research in Social Sciences. 6(9). pp.609-620.
Kim, Y.K., Ha, S. and Park, S.H., 2019. Competitive analyses for men’s clothing retailers:
segmentation and positioning. International Journal of Retail & Distribution
Management.
Mullin, R., 2018. Promotional marketing. Routledge.
Parahoo, S.K. and Mahate, A.A., 2016. ChoCo’a: Growth Strategy for an Established SME.
Entrepreneurship in the Arab World: Ten Case Studies, p.39.
Pecot, F. and De Barnier, V., 2018. Brands using historical references: a consumers’
perspective. Journal of Brand Management. 25(2). pp.171-184.
Ramli, N.S., 2017. A review of marketing strategies from the European chocolate industry.
Journal of Global Entrepreneurship Research. 7(1). p.10.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy (pp. 63-82). Springer, Cham.
Sood, V., 2018. A STUDY ON ESTABLISHMENT OF BRAND NAME THROUGH
VARIOUS MARKETING STRATEGIES CONCERNING FMCG IN PUNE.
Sultan, M.F., 2016. Effect of Packaging Elements on Consumer Buying Behavior: Comparative
Study of Cadbury Dairy Milk and Cadbury Perk. International Journal of Scientific and
Research Publications, 6(4).
Thoeni, A.T., Marshall, G.W. and Campbell, S.M., 2016. A resource-advantage theory
typology of strategic segmentation. European journal of marketing. 50(12). pp.2192-
2215.
Online
Marketing. 2019. [Online]. Available. Through<https://www.thebalancesmb.com/marketing-in-
business-2948349>
5