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

MG412 Principles of Marketing

TABLE OF CONTENTS
Executive summary..........................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparison of Target Markets....................................................................................................3
Marketing mix..............................................................................................................................4
CONCLUSION AND RECOMMENDATION...............................................................................7
REFERENCES................................................................................................................................8

Executive summary
The purpose of conducting this marketing research is to compare the marketing strategy
of the given company Cadbury dairy milk bar and Lindt 'excellence' milk chocolate bar. Both
company provide good quality of products. This research based on the secondary data and
marketing strategy apply by these companies help them to standardize their product and gaining
large audience.
INTRODUCTION
Marketing mainly described as for promoting the company brand and their product to the
people and create a brand awareness among the consumers. Nowadays in competitive market
company have to be very attentive and apply better market strategy to standardize their product
in the market. Cadbury's dairy milk company introduce in a 1824 (Unwrapping Cadbury’s
Digital Marketing Strategy and Campaigns – A Case Study,2021). and they have various type of
products in dairy milk bars and Lindt 'excellence company introduce in 1845, and they deal in
the in chocolate, ice cream. This report includes the research of these companies marketing mix
strategy and their targeted market.
MAIN BODY
Comparison of Target Markets
Target market is essential for every company marketing. Company need to gather consumers
attention towards their products and select appropriate strategy to achieve their goals.
Cadbury's dairy milk target market
Target market of Cadbury is people across the globe whether they adult or kids. For e.g., the
temptation and bournville the rich chocolate which is mostly consumed by the higher income
people. The dairy milk silk chocolates for those people who is addicted to it the people who can
not resist it. Company targeted audience is according to their chocolates bars such as for kids;
dairy milk, 5star, fuse. Millennials silk, celebration chocolates and for adults bournville,
temptation. This is the age segmentation for company targeted audience to become the better
company and improve their standardization. Company also target their audience through digitally
. Company starts a campaign to promote their products online like, dairy milk campaigns, Oreo's