Principles of Marketing

This report explores the principles of marketing, focusing on the 4Ps and target markets. It compares Lindt Excellence and Cadbury Dairy Milk, examining their marketing mix and how they position themselves in the industry.

Principles of Marketing

TABLE OF CONTENT
INTRODUCTION...................................................................................................2
TARGET MARKETS.............................................................................................2
Marketing mix.........................................................................................................3
Product mix..................................................................................................................................3
Place mix......................................................................................................................................4
Price mix......................................................................................................................................4
CONCLUSION........................................................................................................5
REFERENCES........................................................................................................6

INTRODUCTION
Principles of marketing refer to the main functional criteria of management which
determine the performance in market share and to enable strong reach within customers in
industry. The 4ps of marketing are Price, promotion, product and place the key functional
operation units for company which determine the potential growth along with capabilities of
management structure. This report explains the marketing mix between 2 biggest companies in
industry and how both companies have been able to position themselves effectively among
consumers in competitive industry (Sahaf,2019).Lindt excellence milk chocolate is one of the
finest companies offering variety of chocolate flavors to customers spread around the world.
Cadbury dairy milk is another company which will be taken for comparison in the report which
has also been able to establish strong position among consumers.
TARGET MARKETS
 Lindt excellence creamy chocolate company is one of the biggest companies offering large
variety of products in forms of chocolates with various design elements and attractive packaging.
Brand has diversified business strategies in various countries of world and has high goodwill
among people for producing strong quality products. The target market of lIndt is wide with high
portfolio of products for all age groups of people and preferences of all customers are highly
valued with innovative business expansion strategies. Management of company focuses on gaining
large competitive market with strong functional efficiency, large promotional services and high
availability of products in all stores of countries which determine strong position of company
(Akbar, French, and Lawson,2019).
 Cadbury dairy milk chocolate company has been ranked the best selling chocolate bar in UK, it
has strong quality standards in all products where chocolates are manufactured with exclusive milk
chocolate. The management of company has high focus in targeting all age groups of people by
offering various sizes chocolates and attractive packaging with innovative business services.
However company has been unable to build new business expansion into untapped countries and
has low presence in industry globally. The competitive industry of chocolate market share has high
percentage of new brands and companies coming in with high promotional functions and
innovative expansion to gain strong customer market base.

STP
 Segmenting- Lindt excellence chocolate company has segmented the market share of business
operation spread around the world into various categories for effective reach to customers in all
sectors of business. The company products have various flavors in milk chocolate, dark chocolate
with dry fruits and fruits along according to customer’s preferences. On other hand Cadbury
chocolate company has low segmentation into market share which has affected its presence in
competitive countries, the marketing and promotional functions are relatively less effective (Elder
and Lees-Marshment,2019).
 Targeting- Lindt excellence chocolate company has strong targeting functions in management
structure where strong promotion strategies and marketing parameters are wide to gain high market
share attention. The company has wide chocolate test varieties for all age group people which are
targeted with high quality customer satisfied services and product standards. Cadbury milk
Chocolate Company on other hand has been unable to captivate large percentage market and has
limited proportion of customers under the services. It has limited varieties and management has low
promotion in new counties market where presence has been unable to spread. Positioning- The positioning factor explains Lindt excellence chocolate company has determined
strong position of itself in industry with effective customer satisfaction services, high quality
products and promotions through website availability. It has established competitive market for
other companies and brands that are unable to disturb Lindt’s profitability revenues (Laczniak and
Murphy,2019).
Marketing mix
Product mix
 Lindt excellence chocolate company has strong product mix factor in marketing mix as it
offers innovative chocolate products and flavors comforting as per preferences of customers
worldwide. Hazelnut, pistachio and dark cocoa nutritious flavor are most demanded by
customers who have high expectations from brand due to premium quality product standards.
The nutrition with dark chocolates, dry fruits and low sugar factor makes innovative options for
people who look for healthy alternative in chocolate options. Lindt brand product determinants

have high composition of various innovative flavors and packaging techniques which strongly
attracts large customer segments.
 On other hand Cadbury has weak product fix factor in marketing mix due to fewer varieties of
flavors and preferences of customers have not been reached with innovation. The company less
variety option and high sugar factor in all milk chocolates has made it less demanded by people
who look for dark chocolates as healthy alternative (Larsson, and Jakobsson, 2019). Management
needs to gain innovative strategies formulation for bringing more quality worth products, with
strong impact in considering all preferences of customer. Cadbury Company has less variety of
products along with unattractive packaging and has slow customer base segments under the
company sale revenue margins.
Promotion mix
 Lindt Excellence Company has effective promotion strategies which have enabled it to
position firmly in competitive dynamic business world with strong parameters focusing on
building partnerships with various companies. The promotion mix factor specializes in
leveraging high percentage of customers with strong customer satisfaction services, websites
availability which makes the reach extensively large. Lind has built strong brand goodwill in
world where customers are largely satisfied with high quality standards it offers, variety portfolio
and functional efficiency.
 Cadbury Milk Chocolate Company however on other hand has low promotion strategies and
operations spread around world, which shows it has been unable to reach competitive levels of
dynamic business world. Management has low promotions in untapped countries market share
where non-existence factor has lowered it reputation and profitability goals. Promotion mix
element is missing due to less online availability on internet services and websites through which
people can shop. Company has shown unstable growth due to high promotion factors of other
brands which has lowered goodwill among customers, and revenue scales largely.
Place mix
 Lindt excellence chocolate company has strong place mix factor as an important component in
marketing mix, where the company offers extensive variety of products and services in all stores
of counties worldwide. It has many websites and shopping portals on internet where people can
choose from the large variety of flavors, get full details of company operations and the

procedures of marketing is spread globally. These factors make company establish firm
determinant composition of place mix through which it gains high goodwill and long term
profitable margins.
 The place mix factor in context of Cadbury milk chocolate company can be understood as it
posses low market share in industry due to slow spreading of marketing and less availability
world wide. It has been unable to captivate high potential customers in untapped market due to
no websites functioning and less satisfied customer services. It also has faced slow production
disadvantage which affects revenue sales factor on long term basis and also there is slow
distribution procedure which negatively lowers brand reputation
Price mix
 Lindt price mix factor as one of the most important component of marketing mix shows
company offers high prices for offering premium quality services in all products and services.
This explains company products are affordable by only rich segments of customers and it can
negatively impact long term sustainability factor in industry. The price determinants enable to
construct high competitive market functionality as moderate price range is more attractive to
customers in comparison with high price range. There has been strong impact of price factor on
purchasing behavior of customers mind, as there is high competition with various new brands
and products entered in industry (Ngarava and Mushunje,2019).
 The price factor marketing mix in Cadbury milk chocolate company showcase that
management has built moderate price range factor, through which it is largely available to
customers of all groups. It has attractive price mix by being an affordable brand product, and also
the element of quality within price range determines high standards of brand. Cadbury products
are worth the amount of money it offers to customers, low price highly encourages people to
prefer this company milk chocolates. Price factor of marketing mix is strong parameter of brand
value which affects customer’s retention towards company products and long term sustainability
into market share. Moderate affordable price range factor promotes brand value as major
proportion of people prefer low price of commodity when purchasing in comparison to costlier
products (Sadiku-Dushi and Ramadani, 2020).

CONCLUSION
This report can be concluded with explanation that components within principles
of marketing are essential factors which enable company to compose a high profitable business
in dynamic world. This report concludes Lindt excellence chocolate company and Cadbury milk
chocolate brand differ from each other on all factors of marketing mix variably. The promotion
mix concludes Lindt has established strong competitive force due to high availability through
websites and shopping portals, Cadbury on other hand has low promotion factor which impacts
its reach in world. Product and place mix of Lindt are extensively strong due to variety of
products and strong supply services throughout the stores of world (Swanson,2019).Whereas
report concludes business of Cadbury is low effective due to less varieties and slow production
but it has strong price mix with affordable price range for large share of customers in industry to
opt for in comparison with Lindt costly chocolates.

REFERENCES
Books and Journals
Akbar, M. B., French, J. and Lawson, A., 2019. Critical review on social marketing planning
approaches. Social Business.
Elder, E. and Lees-Marshment, J., 2019. Relational political marketing communication.
In Political Marketing (pp. 183-210). Routledge.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Larsson, M. and Jakobsson, K., 2019. The Role of Standardization and Adaptation in the
Marketing Mix: A case study on a professional service firm.
Ngarava, S. and Mushunje, A., 2019. Marketing mix strategy determinants in pork-based agri-
businesses: Experiences from Zimbabwe. Acta Commercii. 19(2). pp.1-9.
Sadiku-Dushi, N. and Ramadani, V., 2020. Entrepreneurial Marketing Mindset: What
Entrepreneurs Should Know?. In Organizational Mindset of Entrepreneurship (pp. 181-
210). Springer, Cham.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
Swanson, S. R., 2019. The defining dozen: undergraduate students preconceived views of
marketing. Marketing Education Review. 29(1).pp.3-16.