Comparative Analysis of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar

Principles of marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Comparative statement of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate
Bar................................................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing mix are related to the group of those factors which company uses to advertise their
products and services to their customers. It is related to the marketing framework which aware
the customers about the products of the company. There are four factors of marketing mix such
as product, price, place and promotion. Due to the change in business environment, experts of
management extend these factors and develops another three factors such as people, process and
physical evidence (Lim,2021). The group of product which is chosen here to demonstrate this
report is Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar. This report provides
comparative study related to 4P’s of marketing mix on this particular pair of products. This
report also states the information related to the target markets of both the companies. Cadbury
Dairy Milk Bar is a product of cadbuy and Lindt ‘Excellence’ Milk Chocolate Bar is related to
the well-known confectionary brand of United Kingdom Lindt.
TASK
Comparative statement of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar.
Factors Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate
Bar
Target markets The segmentation of Cadbury is
based on many factors such as
income and occasions. There are
many factors on which the
company segmented their
market such as age, preference,
taste and many more but
Cadbury segment their products
on income and occasion basis. It
offers dairy milk chocolate bars
for their high-income buyers and
small candies to their low-
Lindt ‘Excellence’ Milk Chocolate
Bar is a brand of Swizz chocolate
maker Lindt (Lim, Jee and De Run,
2020). Lindt ‘Excellence’ Milk
Chocolate Bar is positioned in the rich
and high standards people. Company
only focuses on the customers which
do not care about the money and
purchase the product of company at
any cost. Lindt ‘Excellence’ Milk
Chocolate Bar becomes the luxury
chocolate brand which do not afford