Principles of Marketing: Targeting, Positioning, Product, Price, Promotion, and Place

This report discusses the principles of marketing including targeting, positioning, product, price, promotion, and place. It compares the marketing strategies of Cadbury and Lindt chocolates. Cadbury uses psychographic segmentation and advertising to reach a mass market, while Lindt targets a luxury market with premium pricing. Both companies use competing strategies to increase sales and revenue.

Principles of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix is the unit of performing action with in the organisation to design a marketing
strategy of the particular commodity or services that are offered by the business in order to gain a
profit. It assist to ensure that the person have capability to provide the customers the right
product at the right time and at the correct location(Eti, 2020). The report is considering
Cadbury chocolate its headquarter is in UK established in 1905. It gives services across various
country, it is recognised brand deals in store of confectionery. The competitor organisation is
lindt excellence milky chocolate the brand provides chocolate and ice cream. It was launched in
1845 in Switzerland. the following report covers the discussion of principles of commercialism
and comparing of target market.
MAIN BODY
Task 1
Target marketing-
It is a group of customers where the business want to sell the goods and services in market. It
includes breaking down of the whole market into segments in order to increase the market share.
STP Marketing-
It determine the specific marketing planning(Diaz Córdova, 2020). The major aim of using this
method is to divide the target audience according their needs and wants. The process include
some strategy these are described below.
Segmentation – This states the break down of the customer segments by utilising the methods. It
has various components which are listed below.
 Demographic segmentation – this segment explains marketplace by factor such as
sexuality, age, size, group, economic condition etc.
 Psychogarphic Segmentation - this remarks the attribute and development. It include
position, manner, interest, risk avoidance etc.
 Geographical Segmentation – This states the consumer on the basis of nation, location,
and regime etc.
 Behaviour Segmentation - it divides market according to the taste and requirements of
users.
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Thus, the cadbury adapts a psychogarphic segmentations in order to reach out the consumers.
Whereas the Lidnt milky bar chocolate adapts demographic segmentation.
Targeting-
It is a marketing segment that includes identifying individual person or market for specific
content. Business use this strategy to analyse or understand the consumers and thus create
advertising for specified groups to maximise the response. This include segmenting the market
place, choosing which segment of the market are appropriate and examine the goods that are
offered in such segments. In terms of Brand A and B, Cadbury consider all age groups and the
provide some particular products for upper class people. Whereas the Lidnt chocolate consider
themselves as luxurious product they target only upper class people.
Positioning-
It states the position of the company in the targeted market in comparison of the rival company.
In case of cadbury chocolate they consider themselves as number one chocolate in UK or other
countries, as it is liked by the everyone and preference by most of the persons. Whereas Lidnt
milky bar consider themselves as luxurious chocolate and it is mostly prefer by the upper class
people.
Product-
It is goods or services which are offered by the company in order to earn a profit.
Levitt's model-
It is based on the thought of a product as satisfaction of level. It explains the organisational
changes by involving the four section that are listed below. eeddeededdeeded
 Structure – It is a design of the firm. It involve various things like staff, areas, and
communication etc. the method of communicate with in the hierarchy and areas. It
determines the changes with in the organisation.
 Task - This states the operations which is performed by the workers within the
organisation. It indicates the actions as the organisational objectives. Its all about that
what is to be done and by whom is to actioned and how is to be organised.
 People - This refers to the worker of business. The employees are heart of business and
its action. The operations is totally depends on the labour the ability and proficiency are
well known to them. If any changes occurs in the labour act effects the performance of
the workers and their productivity(Hisric and Ramadani, 2017).
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 Technology - It assist structure gathering to execute improved job. It compasses from
information technology, software, and latest changes. The effect of changing technology
impact on the organisational behaviour.
Thus, the cadbury counts in base product as it has mass market it is utilised by ordinary
consumers and liked by all grade of masses. Whereas the lidnt bar counted in expected product
it is high in price as rich and premium people can buy it to use. The taste of the chocolate is little
sweet but the texture of the creation is perfect and cracking in taste.
Akaers personality brand framework -
It is a model of pattern that is create by marketing departments(KORDLU and Tariverdi, 2020).
It identifies the offer specific result to design seprates market by considering the prime and
needs of consumers. create a strong figure of trade name. It consist four basic factors that
indicates different brand models such as spreading consciousness, commitment, detected quality
and management associating. In case of brands the cadbury comes in gravity it states that brand
has well known image in global it provide services across worldwide and lindt, comes in
sophisticated products as it has a high price and not possible to buy from all class of people.
Price -
This determines the value of the ware by evaluating the overall cost of raw material, production
cost and primary and secondary services cost that has occurred in the manufacturing of
commodity(Tho'in, Muliasari and Putri, 2021). The price is determined by considering the points
like customer ability of paying cost, and profit margin etc. because the company is also working
for earning a profit and long term sustainability in the market place. The cos strategy of cadbury
is varied according to the nation norms. In UK the cadbury follow the price skimming strategy. It
is produced in various sizes however it is cost economically in order to attract different
customers segments. The company provides some products like bournville are valued at high
cost for premium customers. The company also provide units and gifts packages during festivals.
This increases the sales scale of product. Whereas the Lidnt milky bar chocolate uses the
premium pricing strategy, the industry provide the quality product in market and act as
Luxurious product. It offers the goods to the high class people. This is the very essential method
of conducting business because most of the citizens are price conscious.
Promotion -
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This method of markets plays a vital role in -promoting the product in the target market place.
Once the product is produced the major function arrives of marketing is promotion of the
commodity(Zhou and et. al., 2021). This include social media, television, posters, bill boards and
newspapers and many more methods of promoting product in market or the particular target
market. It include various method that are explained below.
 Direct marketing - It is form of advertising where company convey directly to
consumers though a variety of media involving general text messaging, email, sites,
online adverts, database marketing and catalogue dialogue encouragement letters and
targeted television, newspaper and magazines advertisement as well as letters and
outdoor advertising.
 Advertising – It means to advertise the product, services or a company with the help of
television, social media and radio. It assist in spreading consciousness about the
organisation product and services. It is communicated through various way media
including traditional media such as television and newspapers. Cadbury mostly prefer
the advertising method to promote the product in market. They invest huge amount in
advertising the product and services by using different slogans for varied commodity.
Whereas the lidnt chocolate uses the specific platform for reaching out the customers.
Place -
It states the location where company provides services and offer goods to the public. The
primary aim of location is to make product available for the consumer easily they don't need to
go far to buy such commodity. This involve supply chain etc. the business provides their offers
in local outlets too so that they can sell them or it can be in reach of localities or small markets.
In case of Cadbury, has the mars market, it provided in the small stores or retail stores. Whereas
the lidnt chocolate has considered as luxurious brand it is available at malls or big stores as it is
purchased by the premium class people(Hanif, 2020).
CONCLUSION
From the above report it is concluded that, both the management have their own target market
in the field of area that offers high term of profit and productivity. The management of cadbury
have good brand value by which they have effective growth of company. As the management of
cadbury uses their brand image and popularity and on the other side lindt chocolate uses its USP
of goods to positioning themselves. Both managements are well aware of social values and
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standards of operating organisations. they know how to promote their company in effective way
However, cadbuy and lindt chocolates use competing strategy in order to increase more sales and
revenue for business. Cadbury has mass market it provide services across many countries, so
they conduct their operations accordingly.
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REFERENCES
Diaz Córdova, R.E., 2020. Marketing mix y ventas, en la empresa Gustitos en tu casa Tarapoto,
2019.
Eti, I.A., 2020. Theoretical Inspection And Rethink of Marketing Mix. Available at SSRN
3685642.
Hanif, M., 2020. An Analysis on the Marketing Mix Strategies of Walton High-Tech Limited.
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer, Cham.
KORDLU, H. and Tariverdi, A., 2020. Analysis of Factors influencing customer decisions in
choose a sports club with an emphasis on marketing mix.
Tho'in, M., Muliasari, D. and Putri, S.A.R., 2021. An Analysis of Customer Satisfaction Levels
in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the
Romanian Society for Cell Biology, 25(1), pp.2004-2011.
Zhou, G., and et. al., 2021. Marketing Mix Modelling Using Multi-objective Hyperparameter
Optimization.
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