Principles of Marketing for Cadbury and Lindt Chocolate Companies

This report discusses the principles of marketing for Cadbury and Lindt chocolate companies, including product, price, place, and promotion strategies. It also explores the target market and the different marketing strategies used by both companies. The report concludes with recommendations for future marketing efforts.

Principles of marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................4
Principles of marketing...........................................................................................................4
Target market..........................................................................................................................4
Product....................................................................................................................................5
Price........................................................................................................................................5
Place (distribution).................................................................................................................6
Promotion...............................................................................................................................6
CONCLUSION................................................................................................................................7
RECOMMANDATION...................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
The report had been based on the Cadbury and Lindt chocolate company which have
products for customers. The Cadbury has made products for all level customers but Lindt has
made only premium chocolates for premium customers. This has been covered by marketing
principles for company. The Cadbury has use competitors pricing strategy and Lindt has use
premium pricing strategy for attract customers. The promotional strategy has helped to given
information to customers about products and services to customers.

INTRODUCTION
Marketing is the important and foremost part of the company. That is help to promote
products and services at market place in effective manner. It is the action or business of
promoting and selling products or services which are includes market research and advertising.
The present report is based on “Cadbury Dairy Milk and Lindt Excellence Milk” both are best
dealer of Creamy and silky chocolate bars. The report wills principles of marketing such as
product, place, promotion and price of products and services at market place. Study will also
show the target market as per age, size, taste and preference of customers in effective manner.
FINDINGS
Principles of marketing
The marketing principle is consists product, prices, place and promotion of goods and
services at marketplace in order to increase sales and profit margin of company in effective
manner (Bernritter, van Ooijen and Müller, 2017). This is includes the integration of marketing
and its strategy. The Cadbury and Lindt bar both are produce different flavours and style of
chocolate to attract more customers towards business. Here are shows the principle of marketing
for Cadbury and Lindt Milk Bar are as follows:
Target market
Each company is sets their target market for compete with their competitors in effective
manner. The Cadbury Dairy Milk is the brand of milk chocolate manufactured by company. It is
the world largest and best selling chocolate bar in the market in effective manner. The segment
market of company is people are buying product for eating and gifting. The target market is
children and families belonging to lower, middle and upper middle class (French and Russell-
Bennett, 2015). The company is produce products for all age group and price of product which is
easily bought with each people is in the market place. On the other side, Lindt excellence
Chocolate Company is also produce different price of chocolate. This makes only higher level
premium chocolates for premium customers. The segment market of company is people who
looking to high quality of premium chocolates and target to all age group middle and upper class
people. These chocolates are easily not bought with each and every people because that made for
premium customers (Kubacki and et.al., 2015).

Product
The product is main part of the each company because product is a key element of
customer attraction which is depends on either quality or price. The brand image is always matter
at the time of purchasing products and chocolate from stores. The products range of Cadbury is
pretty large and they make it count. The product in a marketing mix is classified and divided
according to the season and varied about the sales in other country. Their product are based on
the festive occasions because of their products are best to eat and quality. They are generally
innovating in their existing or new product launches (Laczniak, Santos and Klein, 2016). Current
Days Company is lunch Dairy Milk Orio and silk and nuts. The company is ventured into the Ice
cream and biscuits. The products of company are Bournville, Dairy milk fruit and nuts, caramel,
caramel cake bars and so on. On the other side, Lindt excellence chocolate bar is specialities in
the chocolate bar and typical sweets products. The company product is varied range in its
marketing mix which includes the Lindor dark that is typically with harder and stuff with
smoother chocolate bar. The product range is includes almond case, peanut better, cocoa pieces
and many more.
Price
The price is another important factor which is help to attract more customers towards
products and services at market place in effective manner. Every company is making the pricing
strategy for compete with their competitors in an effective manner. Cadbury products are priced
as per their products quality and that is really worth it. Company is deals in various chocolates
but their some chocolates like Bournville has the higher price and other than have different and
lower prices which is needs for others segments (Liu, Eng and Takeda, 2015). Company
manager is sets their price as per competition so that company follows the competitor pricing
strategy which is help to analysis prices of other brands and sets price of their products. This
pricing strategy is so much beneficial for company. Price of products is help to meet with target
segments. In respect to Lindt excellences chocolate milk bar is faced a fluctuating market share,
so that market is an oligopoly. Company have their products prices are more higher than their
competitors is has premium pricing strategy in the marketing mix but also that have great and
good quality leadership.in the India average price of product of a 70% dark chocolate on
Amazon is 400 (Love, Staton and Rotman, 2016). The company have the great opportunity to tap
emerging market of china and India with few variations for them are available.

Place (distribution)
The place is the great think of product and company. It refers that place and point from
where customer is able to purchase products and services in effective manner. The Cadbury
products are available worldwide. This company is made the great impact on the global market
and different distribution channel it has. The company is make sure about their products had
been available at overall world with best brand image and quality of products. Their products are
huge available on the urban and rural areas of market. In context of Lindt excellences chocolate
bar after seen all the challenges company in expand their business worldwide on the great scale.
The company is use different channels of distribution. Their products are available on the
different local stores from customers are easily purchase their products and chocolate from
market (Moravcikova and et.al., 2017). The company is takes their various orders on online
channel and subsidiary is maintain various country ye county for smooth supply chain of their
products and services.
Promotion
The promotional strategy is effective and strategy of company which is help to promote
products and services at place through different channels. The promotional channels are given
positive impact on customers mind by giving information about products and services. In respect
to Cadbury has the wide range of ways of promotion strategy itself. Company is found a
different promotional strategy in the marketing principle and mix is done through TV, posters,
newspaper, online and radio in respective and in an effective manner. Company manager makes
a great impact and efforts to make its products reach people and make aware people about its
products and services. In India company is promote their products through best slogan “Kuch
Meeta Ho Jai” which is shows that the brand ambassadors in the various types of products so that
every of them is used to make best and effective impression in the mind of customers
(Sidorchuk, 2015). On the other side, in context of Lindt excellence chocolate milk bar is
engaged with both in print advertising as well as digital marketing and advertising. That has
displays, posters on the airports and trains in the world. The company have direct connection
with probable customers and has the good chances to turn into potential customers. The company
have an effective tagline and slogan which is “master swiss chocolatier” (Lindt marketing mix.
2018). This creates great impact on premium customers in effective manner by creating great
effect on customers mind.

CONCLUSION
From the above study it had been concluded that the marketing has the very important part
of the company. Every company made different strategy to promote their products and services
like chocolates at market place in effective. This helped to promote products at marketing and
impacting on customers mind in effective manner. The report had been covered by principle of
marketing mix which includes product, place and price and promotion strategy. The product had
very important part of company that had helped to satisfy needs of customers. The price of
product had played important role in customer life. Customers had attracted with price of product
because lower level people had not purchase by customer. Place element from where customers
has purchased products and services. At the end promotion has effective element which has
helped given information about product to customer in effective manner by using different
channels of promotion like TV and social platform.
RECOMMANDATION
Marketing principle has helped to made different strategy for promote product and services
at market place. That had effective and best for company. As per above analysis and finding here
is giving some suggestions to both company which help to promote their products in future.
In respect to Cadbury chocolate milk bar, is recommended to use more promotional strategy
to promote products through YouTube channels (Cadbury marketing mix, 2018). As well as,
company should sales their products on online platform which is more effective.
For Lindt chocolate bar here is recommended to make some products for lower level people
not only for premium customers. The company have to provide their products in other country
through their physical stores and malls are help to purchase this product by attracting packaging.

REFERENCES
Books and Journals
Bernritter, S. F., van Ooijen, I. and Müller, B. C., 2017. Self-persuasion as marketing technique:
the role of consumers’ involvement. European Journal of Marketing. 51(5/6), pp.1075-
1090.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Kubacki, K. and et.al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers. 16(2).
pp.141-158.
Laczniak, G. R., Santos, N. J. and Klein, T. A., 2016. On the Nature of “Good” Goods and the
Ethical Role of Marketing. Journal of Catholic Social Thought. 13(1). pp.63-81.
Liu, G., Eng, T. Y. and Takeda, S., 2015. An investigation of marketing capabilities and social
enterprise performance in the UK and Japan. Entrepreneurship Theory and
Practice. 39(2). pp.267-298.
Love, E., Staton, M. and Rotman, J. D., 2016. Loyalty as a matter of principle: the influence of
standards of judgment on customer loyalty. Marketing Letters. 27(4). pp.661-674.
Moravcikova, D. and et.al., 2017. Green Marketing as the Source of the Competitive Advantage
of the Business. Sustainability. 9(12). p.2218.
Sidorchuk, R., 2015. The concept of" value" in the theory of marketing. Asian Social
Science. 11(9). p.320.
ONLINE
Cadbury marketing mix. 2018. [Online]. Available through:
<https://www.mbaskool.com/marketing-mix/products/16751-cadbury.html>
Lindt marketing mix. 2018. [Online]. Available through:
<https://www.mbaskool.com/marketing-mix/products/17512-lindt.html>