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

This marketing research compares the marketing strategy of Cadbury Dairy Milk Bar and Lindt 'Excellence' Milk Chocolate Bar. The report includes research on their marketing mix strategy and their targeted market.

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

campaign. Cadbury's strategies according their consumer mindsets and country (Liu, and Chang,
2017).
Lindt 'excellence' target market
Lindt company produces the premium quality chocolates for the people. And company has been
offer their chocolates more than 120 countries across the globe. Company target the market
according to the people as Australia people love confectionery in snack major sales of the
company that is approx 77% of the sales (Lindt Chocolate Company Marketing Plans,2021). The
segmentation of the company is according to the age that is 25 to 50 these age group of people
love to consumption of chocolates and for gifted to other person and for women also because
they buy more chocolates than men and 35 to 55 this age group of person mainly buy a
chocolate for themselves or for their kids. Company always try to differentiate their brand from
other and their competitor. Company ensure their consumer through marketing that they provide
people or consumer rich/ premium quality chocolates. Lindt 'excellence' uses psychological
segmentation which strategies the depth knowledge of the market.
Marketing mix
Marketing mix Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate
Bar
product Product refers to the wants of the
consumer that they need or want to
buy. Company should have cleared
their concept for the company target
audience or market where they want to
sell their product.
Cadbury's dairy milk is very popular
brand all over the globe among every
age group of the people. Company
create their brand image as a sweet that
is essential for everyone. In 1926
company introduce the fruit& nut
chocolates and so many chocolates
considered or create by the company
Lindt 'excellence' refers to produce
a quality premium chocolate. There
product include the lindor that was
introduced in 1967 like ( Marketing
mix of Lindt,2019).
lindor strawberries&cream
lindor fruit collection gift box, etc.
Excellence, it offers wide range of
chocolates in white, dark, milk and
in fruits, nuts like;
Excellence roasted hazelnut
Excellence crunchy cocoa, etc.
Company also made desert baking
chocolates which contains 70%

which like by people to consumption
such as (Marketing Mix of Dairy
Milk ,2019).
 Dairy Milk Big Taste Triple
Choco Sensation
 Dairy Milk Big Taste Toffee
Whole Nut
 Dairy Milk Big Taste Triple
Choco Sensation
 Dairy Milk Big Taste Toffee
Whole NutDairy Milk Turkish
 Dairy Milk Big Taste Oreo
Crunch
 Dairy Milk Bubbly
 Dairy Milk with Crunchie Bits
 Dairy Milk Freddo
 Dairy Milk Roast Almond
 Dairy Milk Crackle
 Dairy Milk Fruit and Nut –
made with almonds and raisins
 Dairy Milk Caramel
 five star
 fruit&nut
cocoa. And no sugar added
chocolates lke;
Lindt No Sugar Added Milk
Chocolate
Lindt No Sugar Added Dark
Chocolate
And so many product company
have in the chocolates brand.
place Place refers to the providing customer
products from where customer will
buy the product. Nowadays, the digital
place are trending company sell
product through the digital website of
their own or other like amazon.
Company operates as more than
four hundred and ten chocolates
shops all over the globe. Company
first start their small confectionery
shop in Zurich and after that
company created a niche market
company operates with their

Cadbury dairy milk is global brand
and company sold their products in
various countries and create bars
according the countries people
preference. Manufacturing of the dairy
milk is take place in Ireland, France,
Poland. The product is available at all
type stores.
headquarters which is located in
Switzerland. Company had
subsidiaries in so many country
where they supply their products
and company supply over four
continents. Their products only
available at luxury stores, malls,
and lounge.
price Pricing strategy is an art and science
which involve market factor and
evaluations for this company need a
knowledgable person. Price refer to the
product value why consumer should
pay that amount for the product.
Pricing decision is very essential for
every company. Cadbury has so many
products and every product has their
own price to meet the customer
expectation. Company applies the
qualitative pricing products and
reasonable pricing for heir customer
which helped the company to satisfy
every consumer of the company and
with the pricing policy company gain
customer trust.
Company adopted a premium
pricing strategy and company does
not care about their competitor
because of the premium quality
they have. Company didn't change
price police because people love to
buy them. Lindt produces various
type of size and shape of product to
attract their customer. Company
positioned itself as luxury Swiss
chocolates' maker. They only target
the audience who can afford their
product. People who do not think
about the money before buying the
product. Company also assured
their loyalty towards their
consumer and maintained their
pricing policy with that.
promotion Promotion indicates that how company
will promote their product and brand
image to the audience. For promotion
channel for communication to the
Company recognized as well or
high brand and they also promote
their products in the market by
applying the marketing startegy.

people or audience for which company
targeting is important. Like social
media marketing, email marketing,
television and so many other sources.
Nowadays with the help of internet
company can easily promote their
product.
Dairy milk has global presence that's
why it is important for the company to
make their presence in the market
according to their audience. For
effective marketing dairy milk create
many slogans and advertisement which
recognized by the people for so many
years.
Company advertise though many
ways like campaigns, billboards,
television, and digitally they
connect with those people who can
buy their products. Their poster's
are displayed at the mall and luxury
shops even on the trains. Lindts
know the impact of the celebrity on
the brand that's why they cast roger
Federer as their brand ambassador
with this many people influence
and attract towards the product to
buy them.
Cadbury's dairy milk company current share market price is 8.50 and Lindt ' excellence'
chocolates company have 113,800 share market price, but the difference is majo0r people is
know about the Cadbury because of their marketing strategy and their pricing policy for all kind
of people can afford their product (Thabit, and Raewf, 2018).
CONCLUSION AND RECOMMENDATION
4P's of Cadbury dairy milk and Lindt 'excellence' company help business for achieving
their goals and market presence. Pricing policy of the Cadbury gain customer trust and retain
customer loyalty towards the company. Both the company invested huge amount in the markting
for promote and create awareness in the market for their product. As Cadbury segmentation of
the product is for every kind of people and everyone can afford their product and they made their
presence of product like every type of shops have their product in their shops whether it can be
grocery shop or supermarket. Lindt can also create chocolates for every kind of people to achieve
higher performance or goals.

REFERENCES
Books and Journals
Liu, H.Y. and Chang, C.C., 2017. Effectiveness of 4Ps creativity teaching for college students: a
systematic review and meta-analysis.Creative Education.8(06). p.857.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study.International Journal of Social Sciences & Educational Studies.4(4).
Online
Marketing mix of Lindt,2019. [Online]. Available through;
<https://www.marketing91.com/marketing-mix-of-lindt/>
Marketing Mix of Dairy Milk ,2019. [Online]. Available through;
< https://www.marketing91.com/marketing-mix-dairy-milk/>
Unwrapping Cadbury’s Digital Marketing Strategy and Campaigns – A Case Study,2021.
[Online]. Available through; < https://iide.co/case-studies/cadbury-marketing-strategy/>
Lindt Chocolate Company Marketing Plans,2021. [Online]. Available through; <
https://peachyessay.com/sample-essay/lindt-chocolate-company-marketing-plans/>