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

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