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

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. It also includes target market, brand values and competitive position in the market.

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.

Product or Brand
Product of the dairy milk and excellence milk chocolate bar are little different from each
other as the both are the chocolate bars (Syapsan 2019). Following is the analysis of both brands
with the help of Levitt's Model
Core product: Dairy milk chocolate bar is the core product of the company it provides the sweet
taste to the people. While excellence milk chocolate bars' core product is a chocolate bar and has
a little different taste from the dairy milk.
Generic Product: The quality of dairy milk is very good and it has fine quality of cocoa in the
production of the bar but the excellence chocolate has better quality of the product as compared
to the dairy milk as it uses the finest cocoa and unique roasting and grinding.
Expected Product: Dairy milk has good taste and it is the best gift on any occasions. On the
other hand excellence milk chocolate bars are more creamy in taste and most commonly used in
parties.
Augmented Product: Dairy milks has navy blue packaging that attracts the customer with its
beautiful packaging but excellence Milk bar has sky blue cover that does not attract the customer
much. People are emotionally connected with the dairy milk but Excellence chocolate milk bar
does not have emotional connectivity with customers.
Potential Product: Dairy milk is more chocolaty and dark in colour and the taste is more of
chocolaty.
While the excellence milk chocolate bar is more milky and creamy in taste for the people who
loves cream with milk.
Price
Price within a marketing mix is a cost that a consumer pay in exchange for a product.
Price always links with the real price of product but supply cost as well as seasonal cost also
considered at the time of the pricing of the product by the organization (Kalogiannidis and
Mavratzas, 2020).
Factors Dairy Milk Lindt Excellence Bar
Type of products Chocolate Chocolate
Raw material cost The raw material cost of dairy
milk is moderate as it consist
Excellence bar is made up of
cocoa butter, cocoa mass,

of milk, sugar, vegetable fats,
cocoa butter and flavours.
These are lower in costing as
raw material.
sugar, milk , skim milk, soy
lecithin, vegetable oil, etc. The
raw material cost is high as it
includes more ingredients.
Packaging cost The packaging is originally
made up of recycled plastic
wrappers to be printed.
Lindt excellence bar packaging
is done ina box and it is 100%
recyclable and biodegradable ,
they do not use any kind of
plastic in the packaging .
Expenditure Distribution network,
advertising, marketing.
For promotions company uses
gifts and discounts on bulk
purchasing.
The Lindt expend more on the
process of roasting, grinding,
moulding, etc. so, the
expenditure is high.
Selling price Selling price can be fluctuated
as per the competitor product
pricing. Many of time provides
discounts as well to attract the
customers.
Selling price of the product are
value based as per the
manufacturing costing so it
does not have any specific
effects due to the competitor
market.
Profit margin Profit margin of Cadbury is
high as it use best quality at
reasonable price.
Profit margin is lower as they
already have quality
production that results in more
expenses.
Cadbury use Cost plus pricing strategy which reflect the consumers. Cadbury sets their
prices according to the changing preferences and demand of the consumers (Kumar Shankar and
Aljohani, 2020). It also use price skimming strategy in order to take advantage of various
segments of the people.

Lindt offers premium quality products so it use premium pricing strategy. Lindt has a
strong and loyal customer base and also maintain its pricing strategy. There are some rivals of
Lindt but it does not care about them as the quality of its product is best as compared to the other
competition.
Place
This 'P' within marketing mix defines the geographical location for the selling of product
by the company. It also includes the channel management as the set of strategies for the
administration of various distribution channels as well (Lim, Jee and De Run, 2020). Dairy milk
uses wholesalers, supermarkets, hotels and street stores to sell their products whereas Excellence
bar shipped over the worlds from the online superstores. In the term of mass market products,
Dairy milk can be found with maximum distribution outlets , whereas Excellence bar can be
counted as luxury brand as it can not be founded everywhere on the stores, its distribution is
limited (Hutauruk and et.al., 2020).
Source:Brown Cadbury Dairy Milk, 165 G, 2021.
In terms of brand value, Dairy Milk have strong brand value in terms of the quality of chocolate
and its reasonable price.
Illustration 1: Dairy Milk

Source: Lindt EXCELLENCE Extra Creamy Milk Chocolate Bar, 100 Grams, 2021.
In terms of brand value, Excellence Bar is a dark chocolate and has fine raw material and high
quality ingredients.
Illustration 2: Lindt Excellence Milk Bar

Promotion-
This terms refers to the product promotion or branding of the products in terms of the
targeted customers within the market (Houghtaling and et.al., 2019). In Dairy milk past methods
of communication were on TV advertisement, print as well as promotional activities as the stores
or within the market. In order to make Dairy milk as a brand, company have used various
methods of communication as well as well as use new methods for the advertisement of the
product. It used cinema for the setup whereas Excellence bar have used social platforms to make
people aware about the product.
The past method of communication of Excellence bar was newspaper advertisements in
order to draw the attention of the customers (Jindal and et.al., 2020). Lindt also use initial
communication tools like posters and enamel signs. These methods helped the company to set up
its respective position in the sense of unique products within the market. For the Dairy milk
chocolate it has used oral, communication as well as advertise through radio, magazines,
promotions, etc. It also used online platform for promotions in order to reach new customers.
RECOMMENDATION
In the terms of improvement, there can be a section of recommendation as well.
For Cadbury:
 Cadbury should be more considerate about the quality of the product and its
packaging.
 Excellence milky bar should consist more chocolate and less sugar.
For Excellence:
 Excellence milky bar should focus on competitive price as well as price
skimming strategy so that they can be affordable for people.
CONCLUSION
From the above discussion, it can be concluded as the marketing mix evaluation
is an important factor in order to full analysis of the company on the basis of 4P's. This
report shows the comparative analysis of both brands Cadbury dairy milk and the
Excellence milky bar are done for the purpose of secondary observational research.
Each of the brand have been studied on the basis of their strategy towards the market,
their place, promotional and pricing manner. Among both of the products, Cadbury dairy

milk is the successful brand in terms of marketing mix and their applications. This
product has proper strategy as well as demand as per its value and quality of product.

REFERENCES
Books and journals
Boboev, L.K., 2021. MODERN CONCEPTS OF MARKETING STRATEGY OF
COMPANIES. Economics and Innovative Technologies. 2021(5). p.2.
Houghtaling, B. and et.al., 2019. A systematic review of factors that influence food store owner
and manager decision making and ability or willingness to use choice architecture and
marketing mix strategies to encourage healthy consumer purchases in the United States,
2005–2017. International Journal of Behavioral Nutrition and Physical Activity. 16(1).
pp.1-14.
HR, G. and Aithal, P.S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020). 5(1). pp.261-284.
Hutauruk, M.R. and et.al., 2020. Marketing mix and customer satisfaction in its role toward
customer loyalty through environmental accounting moderation. International Journal
of Scientific and Technology Research. 9(3). pp.996-1001.
Jindal, P. and et.al., 2020. Marketing-mix response across retail formats: the role of shopping trip
types. Journal of Marketing. 84(2). pp.114-132.
Kalogiannidis, S. and Mavratzas, S., 2020. Impact of marketing mix strategies effective product
development issues in MNCs/Retail. International Journal of Business Marketing and
Management (IJBMM). 5(12). pp.118-125.
Kumar, A., Shankar, R. and Aljohani, N.R., 2020. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial marketing
management. 90. pp.493-507.
Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education
institutions with graduate degree programs: empirical insights from the higher education
marketing mix. Journal of Strategic Marketing. 28(3). pp.225-245.
Raewf, M.B., Thabit, T.H. and Jasim, Y.A., 2021. The Relationship between the Elements of
Marketing Mix and Consumer Behavior during Environmental Uncertainty. Cihan
University-Erbil Journal of Humanities and Social Sciences. 5(1). pp.50-55.
Syapsan, S., 2019. The effect of service quality, innovation towards competitive advantages and
sustainable economic growth: Marketing mix strategy as mediating
variable. Benchmarking: An International Journal. 26(4). pp.1336-1356.
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Online references
Chocolate Brown Cadbury Dairy Milk, 165 G, 2021. [Online]. Available through
<https://www.indiamart.com/proddetail/dairy-milk-23522796130.html>
Lindt EXCELLENCE Extra Creamy Milk Chocolate Bar, 100 Grams, 2021. [Online]. Available
through <https://www.lindt.ca/en/lindt-excellence-extra-creamy-milk-chocolate-bar-
100g>
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