Principles of Marketing: Cadbury vs Lindt

Principles of
Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
1) Comparison of Target Market............................................................................................3
2) Product...............................................................................................................................4
3) Price....................................................................................................................................6
4) Place...................................................................................................................................6
5) Promotion...........................................................................................................................7
CONCLUSION AND RECOMMENDATIONS............................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Principle of marketing or Marketing principles are described as ideas that are applied by
companies in order to use effective strategy of market. They are regarded as principles which
should be used by business for promotion of their products and services. It includes 4Ps of
marketing mix such as product, price, place and promotion. In order to complete given
assignment two different organisations has been selected such as Cadbury and Lindt chocolate.
Here, Cadbury was founded in 1824 at England, United Kingdom dealing in confectionery
products. The market share of Cadbury is 40% of its revenue which rise up to 14.4% (Cadbury
eats up market share, 2017). There is rise in global sales by 5.5% to $6.8billion. On other hand,
Lindt was established in 1845 at Switzerland dealing in chocolates, ice-cream and confectionery.
The market share of Lindt was 5.1% where it has sold 5.6% in Europe market (Lindt: growing
faster than the overall chocolate market, 2020). There is trends in growth of market share by
2.8%. There is trends in sales of chocolate items due to high demand of consumers. The main
aim of report is to discuss about target market and comparison of 4Ps of both organisation at
marketplace.
FINDINGS
1) Comparison of Target Market
This is defined as way in which organisation target particular category of their consumer
for providing of goods and services (Alserhan, 2017). The target market should be divided on
basis of different aspects of both organisation which are described below:
Element of Target
Market
Cadbury Chocolate Lindt Chocolate
Age It has targeted age group of 5 to
10 years of children who
consumer more chocolates.
Lindt Chocolate targeted age
group of 5 to 25.
Gender This has focused both category of
gender which are male and
female. Majorly children are
more focused.
It has targeted male as well as
female group of people.
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Personal Disposable
Income
It has targeted middle, upper
middle and high income groups.
It has targeted group of middle
and upper class people for their
products and services.
Social Class This has targeted A1, A2, B1, B2. It has focus on B1 and B2.
Level of Education It can be any or all types of
people.
All types of people such as
educated, uneducated can buy
products and services.
Family Life Cycle The chocolate is preferred by all
sizes of family.
Each and every people like to
have chocolates for their family
so no special category is
focused.
Lifestyles All types of lifestyle people
prefer to have chocolates
(Atwong, 2015).
People belongs from various
category having their own
lifestyle and culture to have
chocolates.
Other Brands Apart from Cadbury, consumer
switch for Nestle, Lindt, Mars
and other.
The consumer easily switch
from one to another brand
which includes Cadbury, Nestle
and so on.
TV programmes They mostly watch cartoons,
comedy circus and others.
They watch business news to
know about competitors.
Hobbies As it has targeted particular group
of people for their product so they
prefer to eat chocolate, read
advertisement and so on.
Lindt chocolate has focus on
different category of people
such as male and female who
prefer to have variety of
chocolates.
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