Comparative Analysis of Cadbury Dairy Milk and Lindt Excellence Milk Bar on the Basis of 4P's of Marketing Mix

Principles of Marketing

Executive Summary
This report shows the research of the target market of Cadbury dairy milk and Lindt
excellence milk bar using market research database. It shows, their brand values and the
competitive position in the market. The report also shows the 4P's of marketing mix that are
product, price, place and promotion and the comparative analysis of these two brands on the
basis of 4P's of marketing mix. However , report shows the pricing strategy used by the brands
and their channel management.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target market...............................................................................................................................3
Product or Brand..........................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the action or the business of the organization in order to promote and
sale of products and services (Boboev, 2021). It also includes market analysis and advertisement.
Marketing mix is itself a factor combination, under the control of company to make an influence
over customers to purchase the products (Raewf, Thabit and Jasim, 2021). This report shows a
comparative study between Cadbury Dairy Milk Bar and Lindt 'Excellence' Milk Chocolate Bar
on the basis of 4P's that are product, price, place and promotion. Moreover, secondary
observational researches are also added in this report and with the help of these resources an
organization can achieve their goals.
FINDINGS
Target market
Target market refers to group of people with some shared characteristics that a company
has identified as potential customer of their product (HR and Aithal, 2020). The target market of
Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar are very different from
each other. Following are the target market of both company.
Dairy Milk: Target market of Dairy Milk is children and youth. Company mostly target the
people of age group from 5 to 24 years old as people love to prefer chocolate at this age group.
Dairy milk is produced for everyone and each level of personal disposable income, social class,
level of education, family life cycle, lifestyles. Customers of dairy milks also likes to have Kit-
Kat from nestle. Most priority of the dairy milk in the market targeting is the children as kids are
the major consumer of the chocolate. Target market of the brand also like to eat sweets.
Excellence Milk chocolate bar: Women are the target market of the Excellence Milk Chocolate
Bar. The taste of the chocolate is mostly preferred by the girls and women. The age group of the
target market of excellence Milk chocolate bar is the 18 to 24 years old women. Company do not
produce excellence bar for people below poverty line. Otherwise, target market of the company
include every social class, level of education, family life cycle and lifestyles, target customers of
the brand are more likely to watch romantic movies.