Comparison of Marketing Mix Strategies of Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar

This study compares the marketing mix strategies of Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar, including target market, product, price, place, and promotion.

Principles Of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Target market...............................................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Place.............................................................................................................................................6
Promotion....................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing mix is all above effective marketing strategy which useful for influence audience
attraction towards with organization product and services. Application of marketing mix stretgies
organization can reach more success and influence profit with effective manner (Vynogradova,
O. and Drokina, N., 2020). Cadbury dairy milk bar is all above chocolate retail industry in UK.
Their recent market share is 10.5% share in the global market, provides services in global market
and they consider to sales multiple range of products. Lindt excellence milk chocolate bar is
variety of chocolate retail industry in Switzerland. Market share of organization is 6.5%, market
sales in international level and their product which are trend in sales are cocoa and Lindor
Pistachio. This study will provide information and comparison of their different market mix
strategy.
MAIN BODY
Target market
Cadbury dairy milk bar Lindt excellence milk chocolate bar
 Organization considered providing
services in multiple ranges of products
which are chocolates, small cakes and
many more.
 They analysing target market which is
demographic segmentation where
people have different income and they
buy according to their capacity.
This Industry decided that they provide
exclusive range of products and they
considered that their target audience are reach
and elite people (Hariatama, 2021). Because,
they decided to provide high quality products.
 Their major strategy is that they
divided sections in their chocolate
brand which means kids section where
they decide small packaging, low cost
so they can easily buy with pocket
money, then it decided that adult has
different choice so they develop some
different type of chocolate and their
 This business major strategy is to
connect with audience which has higher
buying power so they generate their
product packaging with exclusive.
Target audience are women because
they more like to eat chocolate so their
major audience are women.

packaging size is different.
Product
Decision about product is first activity of marketing mix, when organization consider to decide
product they analyse market has requirement of this product and this product has potential to
services in competitive market (Al-Majali and Tarabieh, 2020). Completion of analysis of this
activity they develop product decision. So Levitt model useful model for determination about
product decision are as follows,
Levitt’s model
Cadbury dairy milk bar Lindt excellence milk
chocolate bar
Core benefit Chocolate should be essential
in diet because it provides
strength when it eat in limit.
It defines amount on their
chocolate packaging and
define benefits of chocolate
products.
Basic product Dairy milk, 5 star, Dairy Milk
Silk, Bournville, Bournvita,
Celebrations, Gems,
Bubbaloo, Cadbury Dairy
Milk Shots, Tang, and Oreo
Dark chocolates with low
sugar, different flavour
addition in products like
vanilla, butterscotch with
creaminess and many more.
Expected product Various ranges of products in
chocolates.
Customer when consider
purchasing their product they
mainly require good quality
and multiple flavours.
Augmented product They added new varieties like
Oreo, mini dairy milk cake,
dry fruits in chocolates and
many more.
Premium packaging with
different flavours influences
people attraction.
Potential product Dairy milk is one of the most
essential products because
they maintain quality of
Coco chocolate and dark
chocolate with cream is the
best quality which is always

product and sell at good price. situated in their chocolates.
Price
Almost every organization when they decide to provides their services in market they mainly
consider pricing decision because its the only option which influence people attraction towards
with brand so knowledge about these aspect business has decide to analyse and implement cost
planning and strategies which makes product cost more attractive according to audience buying
capacity (Tongkaw, 2020).
Cadbury dairy milk bar Lindt excellence milk
chocolate bar
Price skimming It uses decision about pricing
that every individual can
easily buy their product.
It decide to develop price with
exclusive range they not
consider other brand pricing.
Penetration Pricing Company set minimum price,
when they start business they
not consider demand flow
aspect they only set reasonable
and good price which
individual can easily afford it.
Organization when they enter
in market they implement
pricing strategy but after some
time they decide that they sell
their product wit exclusive
range because of they
maintain quality of product.
Value-Based Pricing Cost expansion with
identification of competitive
product is easier because it
provide idea about other
competitor pricing which
makes proper information
about product.
This not identify market
demand and flow their pricing
decision is specific. They not
consider implementing
variations in their price.
Time-based pricing It company not evaluate this
activity because they consider
to generate price specific.
They influence their pricing
on the basis of raw material
cost.

Place
Decision about place is not easier concept because its influence sale and generate profit. Almost
every organization when they decide to provides their services in market they decide place where
people has potential to buying their products, they like their services and many more aspects
(Romus and Prihastuti, 2020). Proper evaluation and identification of these aspects helps to
implement proper market place decision.
Cadbury dairy milk bar Lindt excellence milk
chocolate bar
Analyze the Consumer Evaluate that every individual
like to eat chocolate, so
analysis of this term they
easily decide that their
customers at every places.
On the basis of product and
price decision they effectively
analyse that their major
consumers reach because their
product price are higher. So
they analyze that they
implement their stores where
people has potential to buy
their product and services.
Establish the Channel
Objectives
They decide their product
distribution with the help of
export their products in
multiple country and they
decide to set develop their
business activity in so many
countries.
Local market is major
essential term because it
generates higher profit then
other, it useful for generate
effective profit which makes
more attractive. They decide
to make creamy and very soft
chocolates including with
different flavours and
ingredients.
Specify Distribution Tasks Channel distribution makes They firstly decide that they

work more effective and it
helps to distribute that which
place is more suitable and
effective for selling. They
mainly provide services in
chocolate so they decide that
they mostly provide their
services in effective technique
which highly influenced
performance.
provide their services in
Switzerland but after they
decide to provide their
services in various countries.
Because they analyse with
market research that other
country people also has
potential and they like their
different quality of products.
Evaluate and Select Among
Channel Alternatives
It useful for determination of
different level which helps to
develop more efficiency and
develop effectiveness in
business product selling so its
clear when they decide
product decisions its can be
easier to decide place
distribution.
Evaluation and identification
of overall strategy of place
decision they decide to
generates effectiveness in
different country and they
provides their services with
export activity which is very
beneficial term.
Promotion
T.V.:
Organizations mainly consider promoting their products and brands on television
application because when they start their business most of the people only uses for entertainment
development with television. Almost every individual consider it that this is best tool for
promote product and organization easily develop information about their products and services
(Kurniawan, Shall and Meidian, 2021). T.V application is one of the essential and effective
approaches when they start their business activities. Cadbury dairy milk bar industry highly
generates revenue when they advertise their product they develop experts advertisement
techniques which is great terms for their selling. Lindt excellence milk chocolate bar industry
also decide television application for product effectiveness improvement in competitive market.

Social media:
On the basis of recent market trend social media product promotion activity is one of the
most effective tool but both of the organization has their different name, image and values in
market. Originations consider that according to recent market trend its essential that brand
effective promotion require this activity because it influences audience attraction with effective
manner. So its very effective application which makes more perfection and affects people
behaviour with positive manner.
Website:
It has multiple benefits like it develop loyalty towards with the product, customer can
analyse wide detail about their product services, throughout the email application individual can
easily connect with each other and many more. Furthermore, its useful for develop more
efficiency in business product and services which is great term for product promotion so that is
the reason they implement this application. Lindt excellence milk chocolate bar decide that they
have to develop website which makes effectiveness and its very effective approach because its
essential for long term and people more attract with this concept. Furthermore, consider that
proper application of new technology and effective advertisement has power to generate sales.

CONCLUSION
It has been summarized form the above reflective study that when organization consider to
engage marketing mix strategy they can highly influence their performance and it has been very
useful approach for management of multiple aspects which are useful for long term activity. It
has been very clear from this study that they consider in continue changes development in
organization products with identification of market research and then application of marketing
mix strategy which helps to make decision more effective.
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