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

This report discusses the principles of marketing, specifically the 4 Ps of marketing, and compares the marketing mix techniques of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. It also covers target marketing, Levitt's model, Akaers personality brand framework, pricing, place, and promotion.

Principle of Marketing

INTRODUCTION
Principals of marketing may be define as the different ideas of marketing which are used
by the organisations in making of effective marketing strategy. All the organisations build their
product promotion strategies on the basis of these principal of marketing. Company can use these
principal for the promotion of goods and services (Baines 2019 ) . This report is based on the 4
ps of marketing. This report also cover the comparison of marketing mix techniques of Cadbury
Dairy Milk bar and Lindt ‘Excellence’ Milk Chocolate Bar along with the target market.
MAIN BODY
Target marketing -
It is classified into age, location, income and lifestyle. This includes the STP model.
STP Model
STP marketing model is a three step model which help an organisation in examine their
product and services and also help in communicate their benefits to different groups of
customers. STP model is a short term of Segmentation, Targetting, Positioning- which represent
a switch from product marketing to customer marketing (Chamberlinand Boks 2018)
 Segmentation:- This is the first step of the STP marketing model. Market segmentation
may be define as the division of target market on the basis of specific specific criteria.
Following are the four main types of market segmentation:-
◦ Geographic segmentation:- In this, the organisation divide their audience on the basis
of country, state, region etc.
◦ Demographic segmentation:- dividing the audience on the basis of age, occupation,
education level etc.
◦ Behavioural occupation:- Organisation divide the audience on the basis of their
specific behavioural pattern i.e. what they buy, how they buy, how they use etc.
◦ Psycho-graphic segmentation:- in this, the organisation break down the audience on
the basis of “who” are the potential customer i.e. lifestyle, beliefs, hobbies, values etc.
▪ Cadbury Dairy Milk bar
The company segment their market on the basis of demographic and psycho-graphic
segmentation. Company target all the age group people but mainly focus on the special class of

consumer group. For example product like Temptations and Bourneville are meant for the high
class of consumer group who are ready to pay more & product like Cadbury silk target those
group of peoples who cannot resist chocolates( Truong Saunders and Dong 2019).
 Lindt ‘Excellence’ Milk Chocolate Bar
The company segment their market on the basis of behavioural and demographic
segmentation. According to MRI data company more focus on women within the age group of
35-64 year old because women who are less then the age of 35 least like to buy Lindt chocolates.
 Targetting:- Targeting may be define as the process of identifying the most appropriate
segments from the segmentation stage, which drive up the sales of business (Gordon
2019 ) .
◦ Cadbury Dairy Milk bar : the biggest consumer of the dairy milk are between the
age group of 18-35 year old, mainly the women because they are the biggest
chocolate eater.
◦ Lindt ‘Excellence’ Milk Chocolate Bar :- the company target audience are the
higher class of group consumer especially women because most of the product are
premium, means high rates.
 Positioning:- This means that consumer can differentiate the product and services of the
company from one another and provide them a reason to buy.
◦ Cadbury Dairy Milk bar : the company relates their premium product with
happiness. Different ad campaign tag lines likes “Real taste of life” “Mum's
Birthday” was launch by the company in the UK January 2018. This was the first
communication campaign of the company which create a new positioning base.
◦ Lindt ‘Excellence’ Milk Chocolate Bar :- company offers premium quality of
chocolates and positioning itself as a “Luxury chocolates maker”. The company
position their product in front of those people who really don't think of money
before purchasing of premium quality product.
Product/Brand
product are the goods and services which are offer by the company to consumer
according to their needs and demands.

Levitt's model:- This model was proposes by the professor Harlod J. levitt in 1960 which
represent the organisational changes (Keller 2020). It comprises of four major points which
classifies the changes in organisation ans these elements are interconnected with each other. The
four component are as follows:-
 Structure :- This is the foundation of a company. It comprises many things like staff,
layer of hierarchies, areas etc. and how all these things are interrelated with each other.
 Task:- This refer to all those activities which are performed by the workers. This is
mainly about what is to be done and by whom is to be done. It state that all actions is to
be done to achieve the organisational objectives.
 People:- this totally refer to the employees of an organization. The employees are the
backbone of the different activity of the organisation. The goals and activities of the
business are totally depend on the employee skill expertise and knowledge. If there is
change in this factor this will affect the whole working of the business(Tong Luo and Xu
2020) .
 Technology:- This helps the employees of an organization to better perform the task. The
technology of the organisation need to be change or upgrade if there are changes in the
other elements.
The main motive of the Cadbury Dairy Milk bar is to cover the mass market area
because it offer mainly basic product which are used by every class of people. Whereas, Lindt
‘Excellence’ Milk Chocolate Bar comes with high rates or premium product which are
consumed or buy by the high class of consumer group.
Akaers personality brand framework -
These are the brand framework which are designed by the marketing department. This
framework helps in identifying the unique solutions which construct a strong image of brand in
the eyes of the consumer. It comprises of four basic elements which are awareness, loyalty
perceived quality and brand associating (Lee and Kotler 2019).
In related to Cadbury Dairy Milk bar, the company comes in basic product which states
that the brand has well know image and provide services across the globe .Whereas Lindt
‘Excellence’ Milk Chocolate Bar comes in premium product as it has a high price and not
easily consumed by everyone.
Price-

pricing is the process of determining the value of goods and services which are offered by
the organisation. The value is the amount which is paid by the consumer in exchange of goods
and services. Every business works with a aim to earn more profit and stand in the market for a
long period of time. Organisation focus on many factors like nature of the product, cost of
competitor product, user of the product, cost of the product etc. while deciding the price of the
product. The producer of the goods and services set the prices of the product according to both
the seller and the buyer both can afford the price (Noroefé Esteves and Foschiera 2019) .
In case of Cadbury Dairy Milk bar, the company follow the Skimming pricing method.
In this type of method the producer of the goods set the high prices of the product to attract the
consumer with strong desire to buy the good and then reduces the price of the product to attract
the new layers of customers. Whereas the Lindt ‘Excellence’ Milk Chocolate Bar follow the
premium pricing strategy because it offer the premium quality of product to customer. This
strategy states that the producer of the goods set the price at a very high cost as compare to its
competitor product to prove them as a brand.
Place:-
This may be define as the geographical location where the organisation sells their goods
and services. This is one of the most important part of the marketing mix. It is very important for
the organisation to place their product in such a manner so that it will be available for all the
consumer. The main motive of this element is that make product available to each and every
customer.
In case of Cadbury Dairy Milk bar, the company follow the mass market strategy. The
product of the company is available in big malls as well as in the small stores with its full range
and for every class of people. Whereas, the Lindt ‘Excellence’ Milk Chocolate Bar, is a
sophisticated or luxury brand which is available only in big malls or in limited stores because of
its high cost or its high class customer.

Promotion:-
Promotion refers to the group of activities which are used by the organization to promote
or communicate their product, services or brand to the consumer. Promotion is also an important
part of marketing mix which aware and attract the consumer to buy their product over others.
The aim of this activity is to develop a good brand image in the mind of customer and convert
the expected customer into the real customer(Nugroho and Irena 2017).
In case of Cadbury Dairy Milk bar, company use the different types of method to
promote their product. Company promote their product through television, newspaper, poster,
online etc. The company also make grate efforts in promoting their product by updating their
slogans time to time. Whereas, Lindt ‘Excellence’ Milk Chocolate Bar, use printing and digital
media method to promote their product. They use hoarding to display their product in public
places.
CONCLUSION
From the above report it is concluded that it is very important for the organisation to
target the different types of audience in order to grow in the market. Both the firm use different
types of pricing and promotional strategies in promoting their product. This report also
concluded that the Cadbury Dairy Milk bar cover large market as compare to Lindt
‘Excellence’ Milk Chocolate Bar because the Cadbury provide their services worldwide
whereas the Lindt provide their service in limited stores.

REFERENCES:
Books and Journals:
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