Principles of Marketing: A Comparative Analysis of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar

This report explores the application of elements of marketing mix within brands, namely, Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. It entails findings of target market comparison, pricing strategies and channel management and communication techniques. The brands are recommended to adopt social media marketing and add innovation in products.

Principle of Marketing

EXECUTIVE SUMMARY
It is summarised that the report of principles of Marketing aims to explore application of
elements of marketing mix within brands, namely, Cadbury Dairy Milk Bar and Lindt
‘Excellence’ Milk Chocolate Bar. In the report, research methods used are observational and
secondary methods. It entails findings of target market comparison, pricing strategies and
channel management and communication techniques. The brands are recommended to adopt
social media marketing and add innovation in products.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparison target markets..........................................................................................................1
Product.........................................................................................................................................2
Price.............................................................................................................................................2
Place.............................................................................................................................................3
Promotion....................................................................................................................................4
CONCLUSION AND RECOMMENDATIONS............................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is corporate process wherein marketers aims to determine where demand for
specific products or services exists and find solutions for choices together with ways for
improving consumer awareness (Chen, 2018). It is customer focused because all of its principles
related to consumer. Aim behind preparing the report is to compare and contrast effective
application of 4Ps of Marketing in one pair of brands that are Cadbury Dairy Milk Bar and Lindt
‘Excellence’ Milk Chocolate Bar. Cadbury Dairy Milk Bar is product of top selling chocolate
entity, Cadbury that accounts approximate of 17 per cent of confectionary industry across the
globe. Around 350 million chocolate bars of Cadbury are sold each year that is almost one
million per day. On other hand, Lindt ‘Excellence’ Milk Chocolate Bar is product of brand,
Lindt, which controls 14 per cent share of international chocolate market.
The report includes finds of research for target market of brands. It also includes
comparative analysis for the brands on the basis of product, price, promotion and place.
FINDINGS
Comparison target markets
A specific group of consumers in organisational serviceable available market wherein
marketing efforts addition to resources are undertaken (Lee and Kotler, 2019). Within target
market, brands emphasis towards carrying out efforts of marketing in particular needs. Detailed
target market profile of brands that are Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk
Chocolate Bar are developed underneath:
Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar
For Dairy Milk Bar, Cadbury target market
includes women that are aged between 18 to 35
years (Cadbury, 2021). Also, the brand targets
young generation that behaves to enjoy
celebrating occasions through gifting sweets in
attractive packaging. Its consumer class
belongs to all social class and enjoys following
traditions, rituals, etc of family.
For ‘Excellence’ Milk Chocolate Bar, Lindt
target market comprises of white women that
are aged between 25 to 54 years which are well
educated and athletic. Moreover, the brand
targets highly social class people that have
attitude for caring about their health (Lindt,
2021).
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Product
It is good or service which an establishment sells with the hope of meeting societal demands
and improving revenue generation system. Without a product, there is nothing to a brand to
market or exist (Hall, 2017). Furthermore, a product must aim for filling market gap or consumer
needs. It shall be designed in context to needs and desires of consumers. Comparison of products
of the brands are as follows:
Cadbury Dairy Milk Bar: The product of Cadbury is standard product which is sold
throughout a year. It is classic bar of deliciously creamy chocolate that is made with fresh milk.
In context to Levitt’s brand model, it has been analysed that packaging of the chocolate Bar is
redesigned to device uniformity across all its ranges. It is made from 100% sustainably sourced
paper that is free from laminates, recyclable along with features fully sealed flow wrap
packaging. The brand functions to offer psychological and healthy benefits to audiences by
providing classic bar of deliciously cream that is made with fresh milk. For Dairy Milk bar,
Cadbury is planning to portray brand value which is worth of £1,682.1 million (Cadbury, 2021).
Similarly, as per Aaker’s brand personality, it has been determined that Cadbury Dairy Milk Bar
represents brand personality of simplicity which assist in evoking sense of love and trust among
customer. Also, dimensions of competence, excitement, sophistication and sincerity makes it
more successful brand.
Lindt ‘Excellence’ Milk Chocolate Bar: It is a product of Lindth that is a bar of luxurious
along with rich chocolate that is made with finest ingredients through Master Chocolatiers.
According to Levitt’s brand model, Lindt ‘Excellence’ Milk Chocolate Bar functions to
contribute towards emotional and lifestyle advantages of users through maintaining normal diet
and brain function. Customers expect that the milk chocolate bar of Lindt offer sprinkling mouth
flavours. Brand value which Lindt is trying to portray with ‘Excellence’ Milk Chocolate Bar is
around £ 56.2 million (Lindt, 2021). At same time, according to Aaker’s brand personality, it is
perceived that Lindt ‘Excellence’ Milk Chocolate Bar portrays emotions of well educated
women who cares about their health. It also entails dimensions of sincerity, sophistication and
ruggedness.
Price
For an offering, company should set price that consumers are prepared for making payment
while simultaneously allow producers to generate profit (Hsieh, 2018). Lower prices makes an
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item accessible to huge number of customers, whereas, higher price appeals that target audiences
are seeking exclusivity. Business managers set price as per customer’s perceived value of
commodity and changes their marketing strategy dramatically. Pricing research in aspect to
Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar are underneath:
Basis of comparison Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate
Bar
Instore and online
research for setting
prices
The prices of Cadbury Dairy
Milk Bar at online websites
includes £ 0.98 per 100g, £ 1.50
per 200g, £ 3.00 for 360g and
hence forth. However, the
chocolate bar at physical stores
is available is £ 0.89 for 100 g, £
1.50 for 200 g and £2.95 for 360
g (Cadbury, 2021).
At Online websites, Lindt
‘Excellence’ Milk Chocolate Bar is
available for £ 1.50 for 100 g and
£4.95 for 300 g. However, at
physical stores, Lindt ‘Excellence’
Milk Chocolate Bar is priced £ 1.60
for 100 g and £ 5.00 for 300 g
(Lindt, 2021).
Pricing strategy For Cadbury Dairy Milk Bar,
Cadbury set prices by adopting
cost-plus pricing strategy for
ignoring demand for product
along with competition. With
this, the brand position prices
which reflect views of
consumers for chocolate bean or
what the company thinks its
customers are ready to pay.
In aspect to Lindt ‘Excellence’ Milk
Chocolate Bar, Lindt establish prices
through premium pricing strategy so
to assure customer loyalty together
with maintain pricing policy. In this
strategy, company price the
commodity higher than market
average with the purpose of
strengthening perceived quality and
building luxury brand image (Zhu,
Li and Zhao, 2018).
Place
It is any physical location in which customers could buy, access or use organisational
products or services. Channel management is any kind of marketing management practice which
comprises handling various streams that are employed by enterprise to sell products and services
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to end users or consumers (Stead and Hastings, 2018). There are huge number of channels with
the help of which brands sell commodities. In context to Cadbury Dairy Milk Bar, it is stocked
at convenience stores, mini stores, departmental shops, pharmacy shops and retail shops.
Distribution of the brand is widespread and fantastic which present strongly at urban areas
addition to A, B and C kind towns. It is a mass product which looks more towards maximising
distribution channel in such manner that it is widely purchased, consumed and enjoyed by people
(Szablewska and Kubacki, 2019). Moreover, being a mass product, Cadbury sells it through
online channels including e-commerce.
However, Lindt ‘Excellence’ Milk Chocolate Bar is stocked at chocolate shops, business
addition to café that are spread across the globe. Lindt maintain its supply chain through
subsidiaries across several nations. It is a luxury brand whose distribution is deliberately limited
so to target high class and affluent people. It takes orders through online medium for expansion
and diversification purposes.
Promotion
It entails what is communicated, how that target customers is reached, who it is
communicated to and how frequently promotion occurs (Moor and Lury, 2018). It sets
organisation apart from rivals in the market. Channels of promotion assist a company to position
themselves in consumer minds and achieve competitive edge. For Cadbury Dairy Milk Bar,
Cadbury finds promotional strategy through posters, radio, television, etc. The brand has made
huge attempts as efforts to make the product reach its end consumer and improve their
awareness. At present, Cadbury launched campaigns at multiple channels so to develop various
touch points at distinct times. It has positioned itself as affordable brand having long span and
history in consumer mind-set.
In aspect to Lindt ‘Excellence’ Milk Chocolate Bar, Lindt engages in print advertising and
digital promotions. It have displays, posters on big shopping centres, airports and trains in the
world. Moreover, the brand broadcast videos through television mediums and set ups for helping
customers to experience making of chocolate and taste them (Komarac, Ozretic-Dosen and
Skare, 2017). For promotions, it have celebrities who endorse the product. Lindt has position
themselves as luxury brand in mind of customers as its prices are very high.
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CONCLUSION AND RECOMMENDATIONS
From the report, it is concluded that principles of marketing refers to marketing mix that
comprises of various factors that company require to get right for selling offerings successfully.
Marketing mix guides a brand to understand what its offerings can offer to customers, avoid
unnecessary costs and defining marketing options. For Lindt ‘Excellence’ Milk Chocolate Bar,
Lindt is recommended to improve use of promotion through adopting social media marketing so
that it can promote the product on different platforms that are Instagram, Facebook, Pinterest and
hence forth. At same time, in aspect to Cadbury Dairy Milk Bar, Cadbury is recommended to
bring innovation in flavours within the chocolate bar to fight competition in market.
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REFERENCES
Books and Journals:
Chen, H. J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics.
Hall, S., 2017. Innovative B2B marketing: new models, processes and theory. Kogan Page
Publishers.
Hsieh, C. M., 2018. A multilevel analysis of the service marketing triangle in theme
parks. Journal of Travel & Tourism Marketing, 35(2), pp.130-147.
Komarac, T., Ozretic-Dosen, D. and Skare, V., 2017. Understanding competition and service
offer in museum marketing. Academia Revista Latinoamericana de Administración.
Lee, N. R. and Kotler, P., 2019. Social marketing: Behavior change for social good. Sage
Publications.
Moor, L. and Lury, C., 2018. Price and the person: Markets, discrimination, and
personhood. Journal of Cultural Economy, 11(6), pp.501-513.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
Zhu, Q., Li, X. and Zhao, S., 2018. Cost-sharing models for green product production and
marketing in a food supply chain. Industrial Management & Data Systems.
Online:
Cadbury. 2021. [Online]. Available through: https://www.cadbury.co.uk/
Lindt. 2021. [Online]. Available through: < https://www.lindt.co.uk/>
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