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

This report provides a comparison of marketing mix strategies between Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar. It covers their target market, product/brand, price strategy, place, and promotional strategy. The report also provides insights into the 4p marketing matrix used by companies.

MG412 Principles of
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparison of target market.......................................................................................................3
Product/Brand.............................................................................................................................4
Price strategy comparison...........................................................................................................5
Place ...........................................................................................................................................6
Promotional strategy comparison between the products.............................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing principles are marketing ideas used by companies for effective marketing
strategies. On the basis of these principles promotional strategies of the product are made by the
company for goods and services. The report will provide deep insight into the 4p marketing
matrix is used by companies which fall in 4 controllable categories. The report portrays 4p
marketing matrix of 2 brands Cadbury dairy Milk Bar and Lindt ‘Excellence’ milk chocolate bar.
Cadbury dairy milk is a milk chocolate brand of British introduced in 1905 in United Kingdom
owned by Mondolez international. It is a leader in chocolate confectionery industry with market
share of 70%. Lindt is a famous manufacturer of sweets and seasonal confectioneries which
include ‘Excellence’ range of dark, milk and white chocolates made from fruits nuts and spices.
Currently the sales and distribution of product reaches more than Cadbury dairy milk packaging
hundred countries.
MAIN BODY
Comparison of target market
Organizations uses different strategies in promoting their product within a target market. They
decide who all individuals are best consumers of the product.
Cadbury Dairy Milk Bar
 Cadbury is a brand which attracts all
the consumers. But, the target market
for dairy milk bar is mainly between
the age groups of 5 to 10 Though it
does not have any segment constrain
because the product is loved by all age
groups and it is the company’s best-
selling product (Hati, Gayatri and
Indraswari, 2020).
 In 1905 Cadbury launched dairy milk
bar, it was a product of exceptional
quality and which became temptation
for people all across the globe. It is a
Lindt ‘Excellence’ Milk Chocolate Bar
 The target audience of Lindt
‘Excellence’ milk chocolate is
women. According to the MRI
data women’s are likely to buy
Lindt chocolates then men.
Between the age groups of 35-64
with expandable income
 The Excellence milk chocolate bar
is premium quality product which
comes in different shapes and
sizes to attract customers the
target market of Lindt is elite, rich
and affluent people who do not

pocket friendly product for
customers.
 Childrens between this age group
have the tendency of urging for the
product and make their parents buy it.
This may add to the marketing of the
product as it may increase the sales.
 The product only comes in one classic
flavour.
think about money before buying
the products.
 The product having a lavish feel
may be enjoyed by many but as
females are the target market.
Hence, they may at some point
urge for this excellent feel
experience (Wahyuntari., Sutarma
and Antara,2020).
 The product comes in different
flavours which acts as a plus point
to target the marketing of the
product as different flavours may
offer the needs of different taste
buds.
Product/Brand
Cadbury Dairy Milk Bar
 Satisfy craving and hunger for
the product
 The timeline run from 1904
from perfection of recipe by
George Cadbury to its re-
launch with modern
packaging in 1998 but the
packaging and recipe remains
similar to the original recipe
(Hanssens and et.al., 2018).
 This is the most highly
Lindt ‘Excellence’ Milk Chocolate Bar
 To give melt on tongue
delight to consumers
 The 'Excellence' variety of
bar provides luxury
product under 36 varieties.
With a lavish and a fancy
packaging craftest by finest
ingredients by best
chocolatiers.
 This product of lindt
contains a lavish and rich

demanded product as it leaves
a emotion touch. As the
tagline says 'kuch meetha
hojaye' it depicts that it
succeeds in reducing the
cravings for sweets and also
acts as a very basic necessity
in every household.
 The packaging of cadbury
Dairy milk bar is simple,
purple and gold.
touch and also comes at
higher pricing which every
household could not afford,
they may have it on special
occasions.
 The packaging has a royal
touch with ribbon on the
neck of rabbit and different
colours of ribbon prtrays
diffterent flavours.
Price strategy comparison
The price marketing mix refers to the strategy which speaks about what the customers
pay for the product and services of organization. The pricing of a product plays a very essential
role as it helps in the determination of the success of the organization. Prices which are set for a
product is decided on the basis of the factors such as the competitors price, discount and term of
sales (Suntharalingam, 2019). There are differences in the pricing strategy of both the products
which is shown in the table below,
Cadbury Dairy Milk Bar Lindt” Excellence “Milk Chocolate Bar
This organization utilizes the value added
pricing strategy for this product which is a
strategy which is used for setting the goods and
services prices on the basis of the customer-
perceived value of the product (Houghtaling
and et.al., 2019).
As this product is not as famous as the daily
milk bar of Cadbury it has to keep its price low
so that it can survive in the competition.
As the customers of these products are very
loyal and is able to satisfy the customers thus,
this business has different types of price which
the business needs to provide competitiveness.
For ensuring the effectiveness of the price of
the product the business utilizes the cost
effective strategy in which it charges the
customers prices according to the product

The pricing of the product for this organization
needs to be done with great thoughts as little
fluctuation in the prices can heavily impact the
demand of the product in the market.
quantity.
Place
Cadbury Dairy Milk Bar
 Cadburys Dairy milk bar is product that is
available globally and caters large client
base. It is a significant influencer of
worldwide market because of strong
distribution networks.
 The product is made in the town of
Bornville in Birmingham and has become
the most popular product. According to
2021 statistics, in 2020 nearly 23.9 million
peoples consumed these bars. It ensures to
use the best cocoa of Ghana. After the
production of chocolate it goes through
several quality checks and after that it is
transported in storerooms.
 The company started its product export in
1970, and In 1921, it opened it established
its overseas factory in Tasmania. Further
in 1930 it became the 24th largest Britain
manufacturer.
Lindt ‘Excellence’ Milk Chocolate
Bar
Lindt being an old company has
faced many economic challanges
In order to expand his business
worldwide.
In 1972 new technologies were
adopted by them to reduce the
time of processing chocolates
more than 90%, this raised their
sales by 100 million swiss franc.
Because of 80 % of sales taking
place outside home country,
Lindt established new marketing
centres outside Switzerland
(Kraak and et.al.,2017).
Subsidiaries were made in countries
for smooth working Lindt &
Sprungli SA (France), Caffarel
(USA) etc. At present more than
100 countries have reach of the
product.

Promotional strategy comparison between the products
The promotional strategy in the marketing mix is said to be the strategy which helps the
business in the communication of the aims which helps the business with promotion of the
product activity or brand that affect the target customers which can drive sales and also involve it
with both the buyers and seller (Sarebandi and et.al., 201). Promotion for all the products are
essential for the marketing mix of the organization.
Cadbury Dairy Milk Bar :
Dairy milk has had a great global presence and for maintaining such presence the
continuous marketing promotional activities are very important which allows the brand to take
different steps. This organization's products promotion consists of various activities that is used
for further brand awareness. For the promotion of the product this organization takes the help of
great influencers for advertisements on television, radio and also on newspapers. The taste of this
product which has attracted a lot of customers over the years has also acted as great promotional
strategy for this product.
Lindt” Excellence “Milk Chocolate Bar :
This product which is new to the market needs to compete with market giants such as
Dairy milk. It will be a uphill battle for this organization which it can win with effective
promotional strategies (Dangnga, Arman and Buhaerah, 2018). It can promote its products with
offers with other products which have the similar customer base. For example as the major
customer base of chocolate is kids it can provide its products as free samples with toys, and other
famous kids products. Other than that using advertisement strategies such as billboards and signs
can also be a way of influencing the purchasing behaviour of the customers.
CONCLUSION
From the above project it can be concluded that for surviving in the market Lindt”
Excellence “Milk Chocolate Bar needs to utilize some strong and effective marketing strategies
which can help it to survive against a company such as Dairy Milk. In this project the Marketing
mix of comparison between the two products have been shown along with the target market of
both the companies which are well-established in market and excel in their categories on one
side the lindt excellence milk chocolate bar is an Elite product, which has build up a huge market

base outside Switzerland, Cadbury dairy milk bar is winning the hearts of people since a long
time.

REFERENCES
Books and Journals
Dangnga, M.S., Arman, M. and Buhaerah, M., 2018, July. Marketing Strategy Development
Model of Increasing Sales Volume of Dangke Cracker: Enrekang Regency Food
Specialty. In 2018 3rd International Conference on Education, Sports, Arts and
Management Engineering (ICESAME 2018) (pp. 8-11). Atlantis Press.
Hanssens, D.M., and et.al., 2018. Consumer attitude metrics for guiding marketing mix
decisions. In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 557-
600).
Hati, S.R.H., Gayatri, G. and Indraswari, K.D., 2020. Migration (Hijra) to Islamic bank based on
push–pull–mooring theory: a services marketing mix perspective. Journal of Islamic
Marketing.
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.
Kraak, V.I., and et.al.,2017. A novel marketing mix and choice architecture framework to nudge
restaurant customers toward healthy food environments to reduce obesity in the United
States. Obesity Reviews. 18(8). pp.852-868.
Sarebandi, Z., and et.al., 2018. Optimal marketing mix pattern in selected hospitals of Iran
University of Medical Sciences: model of Booms and Bitner 2016-2017. Journal of
Health Administration (JHA). 21(71).
Suntharalingam, C., 2019. Marketing mix of Milk and dairy products in peninsular
Malaysia. Food Value Chain in ASEAN: Case Studies Focusing on Local Producers.
ERIA. Research Project Report FY2018. (5). pp.116-33.
Wahyuntari, N.L.P., Sutarma, I.G.P. and Antara, D.M.S., 2020. The Implementation of
Marketing Mix to Increase Room Sales. Jurnal Bali Membangun Bali. 1(1). pp.55-64.