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

Principles of Marketing

Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Findings.......................................................................................................................................4
CONCLUSION AND RECOMMENDATIONS..........................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as a business practice which is known for elevating the sales of the
organizational offering by encouraging and stimulating the growth of goods and services of the
firm within the marketplace (Aurier and Mejía, 2021).The project highlights upon the
comparison between two products of different organization on the basis of their marketing mix
i.e. 4P’s of marketing. Cadbury Diary Milk Bar will be compared with Lindt Excellence in order
to ascertain and analyse the specifications and value generated by these brands to sustain in the
market.
TASK
Findings
 Target Market
In order formulate and implement a profitable and actionable strategy, it is necessary for the
business firm to facilitate the inclusion and implementation of STP Analysis.
 Segmentation
It focuses on the division of the customers into multiple groups which showcases the
similar features and characteristics.
Cadbury Cadbury majorly adopts demographic segment wherein it
divides its market on the basis of age. It has variety of
products for each age group. The company also includes
psychographic segment as it appeals to the customers who are
fond of consuming delicious chocolates at reasonable rates.
Lindt Lindt capitalizes on demographic segmentation. It segments
the consumers on the basis of income. The firm approaches
high level income groups. It also take into consideration
behavioural segmentation with the perspective that the
customers who wants to consume rich and luxury chocolates
will continue to purchase the offering from the firm.
 Targeting

Once the segments are defined, it becomes very necessary for the organization to identify
the target market so as to position the production services for the same. Targeting ensures
that the profitable segments are targeted in the best manner possible so as to generate
maximum amount of sales and revenue from the same.
Cadbury Cadbury targets the kids, middle age group, adults as well as
older age groups. The organisation aims to target each and
every scale of market in order widen its customs reach
(Mintz, Gilbride, Lenk and Currim, 2021).
Lindt The firm targets the niche market. Lindt focus on satisfying a
particular section of the market which can afford its premium
offerings.
 Positioning
Positioning can be characterised as a step of the respective analysis in which the products
and services are placed within the market in an interesting and desirable manner. It is a
critical aspect as positioning assist in communicating the features and value of the goods
and services in the target market market.
Cadbury Cadbury relies upon advance and stimulated supply chain
mediums, PR activities, TV commercials, social media
platforms, retail stores etc. so as to position its offering
within the market area.
Lindt Lindt optimizes upon it’s official website, social media
handles, premium stores and confectionery outlets in order to
place its products in an appropriate manner.
 Product/Brand
Levit’s Model
Cadbury Cadbury dairy milk bar is enriched with pure milk from
Ireland and specific regions of Britain. The chocolate bar