Comparison of Marketing Mix of Cadbury and Lindt

This report compares the marketing mix of Cadbury and Lindt, including their target markets, products, pricing, distribution channels, and promotion strategies. It analyzes the similarities and differences between the two companies and provides recommendations for improving their marketing mix.

COURSEWORK 1
INDIVIDUAL REPORT THE
4PSMARKETING MIX
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................4
INTRODUCTION...........................................................................................................................4

MAIN BODY...................................................................................................................................4
Comparison of target markets .....................................................................................................4
Products........................................................................................................................................5
Price ............................................................................................................................................6
Place.............................................................................................................................................6
Promotion.....................................................................................................................................7
CONCLUSION................................................................................................................................8
RECOMMENDATION...................................................................................................................8
REFERENCES................................................................................................................................1

EXECUTIVE SUMMARY
The aim of the report is to make a broad comparison of target markets. With this regard a
pair of companies is taken. Here Cadbury and Lindt are taken into consideration. Then marketing
mix of the organizations are to be depicted. For the research secondary sources of data are used,
and their marketing mix was also carried out for fulfilment of the aim of research.
In the research various aspects of the companies such as their pricing, product, promotion
etc. Related information were found. On the basis of the report it can be said that both the
organizations are having some similarities and dissimilarity in their operations yet their
performance is very dynamic due to better marketing management.
INTRODUCTION
Cadbury dairy milk is the British brand of milk chocolate which is manufactured by the
Cadbury. It was introduced in UK and now it consists of various products and famous for its bars
and has market share of 70 percent.
Lindt is the Swiss chocolate and confectionery company which was founded in 1845
which is famous for its chocolate truffles and bars among the other sweets. It is in Kilchberg
where the main factory is located. This report will discuss the market mix of both companies
which is Cadbury and Lindt (Karim and et.al., 2021).
MAIN BODY
Comparison of target markets
Target audience of Cadbury -
Cadbury dairy milk bar and other products mostly targets the kids within the age group of
5 to 10 years. It is because this young generation prefer more consumption of chocolates other
than confectionery, so this fulfils their needs. The company has maintained the variety range in
quality of product which target the loyal customers. Dairy milk bar chocolates has targets the
millennials also and the people who can't refuse to chocolates. Company knows people will
make their contribution to buy their products, so they came up with different ideas to gather their
attention to make purchase. Advertising plays the major role in attracting target audience is
attracted by this source. Whereas there are different kinds of products which is preferred by the
various different age groups.
Target audience of Lindt -

Lindt has the position in the luxury category of Swiss chocolate maker and its target
audience is the rich and elite people, who do not think about the money at the buying such
quality of products. Dark chocolate is the greatest of the Lindt blocks which attracts the more
customers to make the purchase for the products. While majorly the primary target for the
company is White women aged between 25 and 54. They look for their health and care for the
current events. They bare fashion forward who look further for their appearance (NGUGI,
MCHARO and MUNGE, 2020). Moreover, they care for their personal happiness as well
includes indulging in occasional piece of chocolate. Mostly it has covered the market of rich
society, and they prefer to consume them as well.
Products
According to the Levitt's model of brand, it is for the idea of product as classification of
levels. Every up[per level is consistent of the previous one. Also, the core benefit is the
innermost level, which is the need customer want to satisfy. For the shape of cadbury, it not only
has classic rectangle shape but also it is changed to curved segments. While for the packaging
the owners has declared that the UK chocolate brand wrappers is to be made with up to 30
percent recycled plastic (Paurova and Nadanyiova, 2020). It will roll out the packaging
innovation of sharing on more than 28 million bars. The colour scheme of their product is Purple
as a tribute to Queen Victoria.
Lindt has the rectangle shapes of most of their bar chocolate products and its packaging
contains the unique and attractive typical colour wrapper. Its packaging is knows for the world
best packaging and the colour scheme of each bar involves the dress and hair of the illustrated
woman on the outside which represents the flavours.
Furthermore, brand value of the Cadbury is calculated by the brand finance. It brand
valuation also got featured in 30 brand rankings including the strong and valuable food brands as
well as the UK brands and best global brands (Lahtinen, Dietrich and Rundle-Thiele, 2020).
While Lindt brand values has featured in 16 rankings, involving the strong and valuable Europe
brands and best Switzerland brands. Cadbury follows the Sincerity brand personality because of
nature of sharing the products with others and pride with quality of ingredients and luxury purple
packaging. The brand personality of Lindt is connected with sophistication and indulgence, the
marketing efforts strengthen the personality.

Price
Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar
The quality of product come with pricing too,
the price of Cadbury is high in some cases and
in other case it is reasonable. The competitors
provide the better pricing but Dairy milk has
the unique identity because of its positioning
and with the lower price of chocolates, it is
recognized in the target section. Company also
has maintained the variety of products in
chocolate range and for individual product the
pricing is different as per the customer who
will taker interest in buying it. It uses various
pricing strategies for targeting different
segments' audience. The price skim strategy is
used in which high price is charged for the
quality range products such as Cadbury Silk
and Bonville (Alqahtani, 2020). They also
provide the gifts pack during time of each
festive season and it is decorated in such ways,
so customer make the purchase number of
items at low price rather than buying them
individually.
The brand has faced fluctuations in market
share, chocolate market is the oligopoly where
the company is one of the biggest players in it.
There pricing are more than the competitors
prices and has the premium strategy in
marketing mix. Also, they have the better
product quality leadership which make the
difference from rest of participant. They are
assured with customer loyalty and accordingly
maintained the pricing policy. The high pricing
is the source of business strategy and it
differentiates products from others. People of
all age groups love their products whereas the
pricing policy is still same. Apart from that,
products are build in various shape and sizes
which increases the customer attraction
towards product and it is sold at customer
suitability in terms of money.
Place
Cadbury distribution channel is the huge and widely spread. The rural market of the
company is weak because of low demand. They follow the strategy of FMCG marketing which
results to breakage in figure. It is situated in more than 200 countries and once the product reach
in bulk, it broken down as follows. The availability in various countries forms the large customer
base. Customer can make the purchase through online platforms as well. The distribution cost is

high due to the channel management but with more demand in market, the cost is get to be high
anyhow. It is considered in distribution of products and the presence of its high and easy to get
from any retail stores nearby.
Lindt has faced the issues in world wars, crisis, and challenges for expanding their
business on huge scale. They adopt the new technology of reducing the processing time of
chocolates which improve the better efficiency of work and sales were also increased. With
growing sales the demand was increased with outside countries even more. They invented the
online facility and taking order through online source in 1988 as with 60 stores only in US. It
has powerful supply chain management system with distribution and sales companies in 4
continents and 6 production sites in Europe and 2 in US. It is themselves as the luxury Swiss
maker and so on the high class people make purchase.
Promotion
Cadbury makes use of various market slogans for their range of products, televisions,
radio, social media and print media for encouraging products. It has an amazing strategy which is
being followed from very long time period. Facebook is the strong social media platform. The
company has arranged various pages for their individual products in which staff interact with
customer and has the insight of Cadbury experience. The brand aims at gain more customer
relation by showing the chocolates can bring the happiness in their lives (Siswanto, 2019). The
amount of money is spent on the advertising because it gains the attention of each age group.
There are some ads which won numerous awards. Whereas, the collaboration with Mondelez
International where the company designed campaign for globally loved Cadbury crème eggs.
Lindt is engaged in both such as print and digital advertising, while their posters are
displayed over the airports and big shopping centres as well. It is global recognized brand as with
high brand recall where such marketing plans are adopted to promote the products in consumer
markets. The videos are broadcast by the television and there are some set-ups at airports and
shopping malls for customers to feel experience about chocolate making and taste some
chocolates. It has the chance of converting the probable customer to potential customers. Roger
Federer supports them which is a great public figure and it has major impact of people (Sukanta
and Muis, 2022).

CONCLUSION
By this report it has been concluded about the marketing mix of one pair of brands,
Cadbury and Lindt. It had been showed the comparison of targets markets of both the companies
and further it shows the evaluation of products and as discussing the brand values. Also, it has
analysed the pricing and strategies which is used by them and places of distribution and channel
management. At last, it has been focused on last part of marketing mix, promotion through which
is shows how Cadbury and Lindt makes their advertisement and other strategies to gain the
attention of their target audience.
RECOMMENDATION
For improving some useful aspects in their marketing mix Cadbury and Lindt should enhance
more efficiency in the four process.
Product
Both companies may improve the better quality which fulfil the demand of customers and
increase and maintain the range of products which add valuable profits.
Price
For the pricing both companies should enhance the price range with their quality of products and
easily affordable by people easily.
Place
In this they can reach to the more audience by providing better services and sources.
Promotion
While using such methods of promoting, also both companies can make use of new technology
and new ideas to make their promoting much better and reach to the target audience as well.

REFERENCES
Books and journals-
Karim, R., and et.al., 2021. The Impact of 4Ps Marketing Mix in Tourism Development in the
Mountain Areas: A Case Study. International Journal of Economics & Business
Administration (IJEBA). 9(2). pp.231-245.
NGUGI, D. G., MCHARO, M. and MUNGE, M., 2020. Application of the 4 Ps Marketing Mix
by Micro and Small-Scale Traders in Kenya. Impact on Household Incomes. Journal of
Applied Economic Sciences. 15(3).
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Alqahtani, M. H., 2020. From the traditional marketing mix (4Ps) in sport to new marketing mix
(3Ps): Toward a paradigm shift from practitioner’s perspective (Doctoral dissertation,
Middle Tennessee State University).
Siswanto, S., 2019. Financial Ratios Analysis and The Effect Of 4Ps Marketing Mix on Market
Share Case on PT Indosat Ooredoo. Tbk (Doctoral dissertation, Sekolah Tinggi
Manajemen IPMI).
Sukanta, S. and Muis, M. A., 2022. MARKETING MIX OF 4P'S FOR CUSTOMER
PURCHASING DECISIONS. Dinasti International Journal of Digital Business
Management. 3(3). pp.375-382.
Paurova, V. and Nadanyiova, M., 2020. Marketing mix as part of Marketing Strategy used in the
Service Industries. Economic and Social Development: Book of Proceedings. pp.649-
657.
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