Principles of Marketing | Cadbury Study

PRINCIPLES OF MARKETING 0
PRINCIPLES OF MARKETING
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3/21/2020

PRINCIPLES OF MARKETING 1
Contents
About Cadbury:..........................................................................................................................3
About Lindt:...............................................................................................................................3
Target Market profile.................................................................................................................3
Cadbury Dairy Milk Bar........................................................................................................3
Geographic’s......................................................................................................................3
Demographics....................................................................................................................3
Psychographics...................................................................................................................3
Behaviours..........................................................................................................................3
Lindt ‘Excellence’ Milk Chocolate Bar.................................................................................4
Geographic’s......................................................................................................................4
Demographics....................................................................................................................4
Psychographics...................................................................................................................4
Behaviours..........................................................................................................................4
Product/ Brand...........................................................................................................................5
Cadbury Dairy Milk Bar........................................................................................................5
Lindt ‘Excellence’ Milk Chocolate Bar.................................................................................5
Emotional and functional level of the brands............................................................................5
Personality of the brands............................................................................................................6
Price............................................................................................................................................6
Competitors................................................................................................................................6

PRINCIPLES OF MARKETING 2
Market share...............................................................................................................................6
Skimming Pricing:.................................................................................................................6
Economy Pricing....................................................................................................................6
Lindt pricing strategy.................................................................................................................7
Competitors................................................................................................................................7
Market share...............................................................................................................................7
Place...........................................................................................................................................8
Cadbury..................................................................................................................................8
Brand values:..........................................................................................................................8
Lindt.......................................................................................................................................8
Brand value:...........................................................................................................................8
Promotion...................................................................................................................................9
Cadbury strategy....................................................................................................................9
Lindt strategy.........................................................................................................................9
REFERENCES.........................................................................................................................10

PRINCIPLES OF MARKETING 3
About Cadbury:
Cadbury is a UK global candy shop operated solely by the Mondelez International American
group. The company of Cadbury is known as Wrigley's second highest. The organization is
famous for its milk chocolates recognised worldwide. He began selling cocoa and chocolate
for drinking in Birmingham in 1824 and established a grocery store. It was the origin of
Cadbury. By 1831 he chose to maintain the business and to try to develop companies (Sahoo,
and Garg, 2012).
About Lindt:
The name of Lindt, a Swiss business specialized in chocolates and clothes, is popular to
Chocolate fabriken Lindt & Sprungli AG. It was founded in 1845 and played a leading role in
the chocolate business. Dieter Weiss Kopf is the company's new CEO who earned about $3.7
billion in sales in fiscal 2016 (Ngo, Misra, and Spence, 2011).
Target Market profile
Cadbury Dairy Milk Bar
Geographic’s Demographics Psychographics Behaviours
Lives among the
following zip codes
97401, 97402 and
97405
 Married
 Among the
age of 21-35
 At least with
one child
(Patrone,2011)
 Love energy
and its scarce
resources
 Awakened to
fresh concepts
and creative
 Mostly the
leaders in
selection of
the product
while making
purchase

PRINCIPLES OF MARKETING 4
.
 Home owner
or
condominium
 Experience of
education
beyond high
school
 Earning a
combined
annual family
income of
dollar 50, 000
or above
goods
 Preferring to
the Web over
newspapers
 Strategic
preparation
decisions
 This group
focuses on
first
acquiring the
information
over internet
 This group
can be
unpaid,
powerful,
sales force.
 Any people
with any
income can
buy the
product.
Lindt ‘Excellence’ Milk Chocolate Bar
Geographic’s Demographics Psychographics Behaviours
High income
customer buy this
product
 Women, 35-
64 years old,
are the main
market.
 According to
MRI results,
Lindt
chocolate is
 • Women's
lives are
growing
hectic. Now,

PRINCIPLES OF MARKETING 5
 • A college
graduate with
a bachelor's
degree at least
is expected to
have the
target
audience.
 •They are
married to
children with
a full-time
workload of
$75,000-
$149,999
family
revenue.
.
least likely to
be bought by
women aged
24-44 years
old.
 • Women are
70% more
likely to
purchase
Lindt
chocolate
than men,
according to
MRI results.
women in
culture are
hardworking
businessmen
who
experience
tremendous
pain. We
deserve to
appreciate
something
every day that
will take the
pressure out
and appease
their buds.
Product/ Brand
Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar
Shape: In order to minimize weight Cadbury Shape: Milk chocolate bar includes 18 tasty

PRINCIPLES OF MARKETING 6
has a more oval shape. Since 1905 the bar
hadn't seen such a big shift of shape.
Packaging: Plastic full color wrapper
2009 to guarantee freshness, the first
major shift in the design of its product in
decades, although in some of the
packaging types it also maintains a paper
wrapping.
Colour scheme; The paint scheme palette
includes four colors: Russian Violet, Full
Yellow Red and Vivid Auburn.
bite bits and a square strip.
Packaging: Shiny and elegant chocolate
Finish in a stylish package.
Colour scheme: Yellow/White and Red
are main colours of their Milk Chocolate.
Emotional and functional level of the brands
The difference among the two brands under this is that the brand Cadbury is a kind of
emotion for the customers as they are attached to the brand and buy this brand for every
occasion, on the other hand the company Lindt is more of a functional brand as most of the
high income customers buy this for the purpose of status.

PRINCIPLES OF MARKETING 7
Personality of the brands
The advertising is really creative, audacious and thrilling. Cadbury has an excitable attitude.
It's also pretty funny and proves that the Company isn't as grim as the Lindt business.
Sophistication and happiness are commonly correlated with Lindt.
Price
Cadbury pricing strategy and competitors
Competitors Market share
Mars/Wrigley’s 30% of the market share (medium
competition)
Hershey's 44% of the market share (High competition)
Nestle 10% of the market share ( low competition)
Cadbury 70% of the market share
Skimming Pricing: such costs are large at skimming level to favor other customers for a
new product or concept at either time. Skimming Pricing Cadbury Silk items such as Oreo
biscuits are goods that are held at a marginally elevated price than their counterparts.

PRINCIPLES OF MARKETING 8
Economy Pricing: Cadbury sells different versions of its core items to a wide customer
base. Cadbury Milk is sold in varying sizes and rates and also only accessible for a range of
consumer groups. Also Perk, Five Star and Eclairs are cost-effectively available.
Cadbury markets multiple products at a cheaper cost than buyers would have if they bought
every item separately at package prices. Cadbury sells different chocolates / products at low
rates during holiday seasons (Thomson, Crocker, and Marketo, 2010).
Lindt pricing strategy
Competitors Market share
Toblerone
25% of the market share (medium
competition)
Ghirardelli 62% of the market share (High competition)
Ferrero Rocher 3% of the market share (low competition)
Lindt 82% of the market share
Below is the pricing strategy in Lindt marketing strategy:
As the chocolate is an oligopoly business and Lindt is one of the main players, Lindt faced a
fluctuating market share. Lindt prices are higher than the prices of its rivals as in their

PRINCIPLES OF MARKETING 9
marketing mix they have a high pricing approach, but they have a strong product quality
leadership which makes them distinct from the other players. The chocolate comes in
different sizes and shapes and rates are set in various firms according to the currency
exchange levels. They had a few good years in which the income grew to 25%. In India, 70%
dark chocolate is measured at Rs.400 in India. It separates Lindt from the wealthy market and
has strong order (Manzini,, Lazzarotti, and Pellegrini, 2017).
Place
Cadbury
This delivery network reaches a wholesaler who, in effect, directly approaches distributors,
including supermarket shops, panwallas, news outlets and other convenient shops. It is then
the customer, the end product of the sales networks for Cadbury. The future buyers can buy
the commodity until the supply inventory hits distributors. There has been lately a
controversy that Cadbury has needed to address after it is revealed that some of Cadbury's
chocolates contain worms. Since then, Cadbury has engaged in the updating and maintenance
of packaging processes. The brand does not belief in mass marketing (Kazemi, and Esmaeili,
2010)
Brand values: Luxury–luxury dining and shopping service in the best atmosphere with
tasty chocolate and non-chocolate items. There was a misunderstanding. Cadbury Chocolate
honor-There is a range of dark chocolates, but the entire milk chocolate is the true flavour for
Cadbury (Ngo, Misra, and Spence, 2011).

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Lindt
Intense marketing plan provides Lindt chocolates. Consumers buy products from
supermarkets and grocery shops focused on price with no decision-making processes. Lindt
offers internet shopping operation, but only in Swiss, a regional online store. Mass
promotion is done by the company, so only a few shops are necessary since it is a commodity
of privilege (Thomson, Crocker, and Marketo, 2010).
Brand value: Structured to create optimum synergies with traditional communication tools
such as ads, sales campaigns, appearance at the market and public events, the LINDT Master
Chocolatiers retains a worldwide footprint in the public domain with regards to photographs
and premium traditions of the brand name (Kozelová, Matejková, Fikselová, and Dékányová,
2014).
Promotion
Cadbury strategy
Cadbury is eager to market itself in a wide range of forms. We notice that the marketing mix
promotion technique is achieved through TV, poster, newspaper, internet, radio. It has been
seen that the company has taken tremendous strides to make the public conscious of its
commodity and its goods. There are various forms of taglines for specific Cadbury labels..”
The business has many several brand representatives with specific kinds of goods to leave an
impact on customers. Cadbury left no unturned stones for its promotion. The brand profile of
Cadbury is inferred (Patwardhan, Flora, and Gupta, 2010).
Lindt strategy
For all print and internet ads, Lindt is active. They include signs, banners on international
flights, cars, and shopping centers. They send videos via TV and even set up at airports and

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top-of-the-range shopping centers, where clients can sense the chocolate making atmosphere
and even sample little chocolates. It has a strong interaction with possible customers and a
fair probability of transforming them into future clients. Lindt chocolates were backed by
Roger Federer. He's such a decent and honorable public figure that he has a huge influence on
individuals and institutions. That's why the Lindt product blend is done (De Pelsmaeker,
Gellynck, Delbaere, Declercq, and Dewettinck, 2015).

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REFERENCES
De Pelsmaeker, S., Gellynck, X., Delbaere, C., Declercq, N. and Dewettinck, K., 2015.
Consumer-driven product development and improvement combined with sensory analysis: A
case-study for European filled chocolates. Food quality and preference, 41, pp.20-29.
Kazemi, F. and Esmaeili, M., 2010. The role of media on consumer brand choice a case study
of the chocolate industry. International Journal of Business and Management, 5(9), p.147.
Kozelová, D., Matejková, E., Fikselová, M. and Dékányová, J., 2014. Analysis of consumer
behavior at chocolate purchase. Potravinarstvo Slovak Journal of Food Sciences, 8(1), pp.62-
66.
Manzini, R., Lazzarotti, V. and Pellegrini, L., 2017. How to remain as closed as possible in
the open innovation era: the case of Lindt & Sprüngli. Long range planning, 50(2), pp.260-
281.
Ngo, M.K., Misra, R. and Spence, C., 2011. Assessing the shapes and speech sounds that
people associate with chocolate samples varying in cocoa content. Food Quality and
Preference, 22(6), pp.567-572.
Ngo, M.K., Misra, R. and Spence, C., 2011. Assessing the shapes and speech sounds that
people associate with chocolate samples varying in cocoa content. Food Quality and
Preference, 22(6), pp.567-572.
Patrone, M.R., 2011. Sour chocolate: The UK takeover panel's improper reaction to Kraft's
acquisition of Cadbury. Int'l L. & Mgmt. Rev., 8, p.63.

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Patwardhan, M., Flora, P. and Gupta, A., 2010. Identification of secondary factors that
influence consumer's buying behavior for soaps and chocolates. IUP journal of marketing
management, 9(1/2), p.55.
Sahoo, D. and Garg, S., 2012. Buying Motives in the purchase of Cadbury Chocolate among
Young Indians. Romanian Journal of Marketing, (4).
Thomson, D.M., Crocker, C. and Marketo, C.G., 2010. Linking sensory characteristics to
emotions: An example using dark chocolate. Food Quality and Preference, 21(8), pp.1117-
1125.