Principles of Marketing: A Comparative Analysis of Cadbury and Lindt Chocolate

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1) Comparison of Target Market............................................................................................1
2) Product...............................................................................................................................2
3) Price....................................................................................................................................4
4) Place...................................................................................................................................4
5) Promotion...........................................................................................................................5
CONCLUSION AND RECOMMENDATION...............................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing principles or principles of marketing are undertaken as the ideas which are
utilised through firms for using effectual marketing strategy. Moreover, they are considered as
principles that have to be applied through ventures for promoting its goods or services (Akbar,
French and Lawson, 2019). In addition to this, it incorporates 4P’s of marketing mix like
product, place, price and promotion. Additionally, for accomplishing this report to different
companies have been chosen that are Cadbury as well as Lindt chocolate. In this, Cadbury was
developed into year 1824 at England, UK and it deals in confectionary goods. The respective
firm market share is around 40% of their revenues that enhances upto 14.4% (Cadbury eats up
market share, 2017). There is maximisation into international sales by 5.5% to $ 6.8 billion.
While on other side, Lindt was formed in year 1845 at Switzerland that deals into ice-cream,
confectionary and chocolates. Its market share is about 5.1% in which they have sold 5.6%
within Europe market (Lindt: growing faster than the overall chocolate market, 2020). Also,
there are trends into market share growth by 2.8% and enhancement into their chocolate item
sales because of higher customers demand. The key objective of this report is to explain
regarding targeted market as well as comparison of 4P’s among both companies at market area.
FINDINGS
1) Comparison of Target Market.
Target market is undertaken as the described way where firms target specific category of
its clients for rendering products or services (Allan, 2020). Moreover, it has to be divided based
upon distinct prospects of both entity that are discussed into below presented table:
Element of Target
Market
Cadbury Chocolate Lindt Chocolate
Age They mainly targeted the age
group in between 5 – 10 years of
children who like to consume
more chocolates.
They targeted 5-25 age group.
Gender They concentrated upon both
gender category that are female as
They also targeted both male
and female.
1