Marketing Mix Analysis of Cadbury Dairy Milk Bar and Lindt 'Excellence' Milk Chocolate Bar

Principles of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Target Market.........................................................................................................................3
Product/Brand.........................................................................................................................4
Price........................................................................................................................................6
Place (Distribution)................................................................................................................7
Promotion...............................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERNCES:................................................................................................................................10
Books and Journals:..............................................................................................................10
Online:..................................................................................................................................10

INTRODUCTION
Marketing is an important business function that goes beyond commercial activities in a
company. It has several positive implications on the business that are not limit to the profits but
goes beyond it. Marketing defines a set of actions that a company undertakes to attract its target
customers towards firm's offerings through high-quality messaging (Biletska, 2021). This
assessment is based on the marketing mix in which two companies are compared with their 4Ps'.
These organisations are “Cadbury Dairy Milk Bar” and “Lindt 'Excellence' Milk Chocolate Bar.
It also covers target market of the respective organisations.
TASK
Target Market
Segmentation, targeting and positioning refers to a three-step process that enables for the
development of a certain and actionable marketing strategy.
Segmentation: It is a process of segmenting customers based on their identifiable
common and distinct characteristics in the market. It covers different market segments such as
demographic, behavioural, geographic and psychographic.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
Demographic segmentation: Cadbury focuses
on the all age groups (from children to youth
and old age people).
Geographic segmentation: It covers both rural
and urban areas.
Demographic segmentation: It focuses on the
age group of 25-31.
Geographic segmentation: It mainly covers
urban areas (Cowley, Humphrey Jr and Muñoz,
2021).
Targeting: A target market defines a group of people who have similar features that an
organisation has found as potential user for their goods and services. By knowing the target
market, a company can make better decision-making, involving its packages, designs and
commercialises its product. It is broadly categorised by income, age, location, lifestyle, interests,
hobbies, careers and many more.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar