Principles of Marketing Report 2022

PRINCIPLES OF MARKETING
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Executive Summary
The report here elaborately discussed the two famous confectionary brand products Cadbury
Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. The STP analysis was portrayed by
focusing on the target market analysis of both the companies after a brief introduction to the
background of the brands in terms of history and global presence. The target market analysis
focused on the segmentation, targeting and positioning of the brand which was pursued by the
4ps of marketing or the four basic principles of marketing concerned with place, price, product
and promotional strategies to highlight the strategic position of both the companies in the market
scenario. Both the companies are compared and contrasted following the marketing attributes by
highlighting the main marketing characteristics to point out the completive advantage. Cadbury
is one of the largest confectioneries worldwide with over 10% market share, 200-year-old
heritage with a revenue of close to 5.4 billion euros receiving an underlying operating profit of
nearly 638 million euros operating in more than 60 countries globally employing over 45000
people whereas Lindt is one of the ten leading brands in the global market of chocolate
confectionary offering a varied range of products and was founded in 1845 by David Sprüngli-
Schwarz and his son Rudolph employing more than 13500 individuals and generating a global
sale of approximately 4 billion CHF.
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Table of Contents
Introduction......................................................................................................................................4
Findings...........................................................................................................................................5
Cadbury Dairy Milk Bar..................................................................................................................5
Target Market Analysis...................................................................................................................5
Product/Brand..................................................................................................................................6
Pricing Strategy...............................................................................................................................6
Distribution/ Place Strategy.............................................................................................................6
Promotional Strategy.......................................................................................................................6
Lindt ‘Excellence’ Milk Chocolate Bar...........................................................................................7
Target Market Analysis...................................................................................................................7
Product/Brand..................................................................................................................................7
Pricing Strategy...............................................................................................................................8
Distribution/Place Strategy..............................................................................................................8
Promotional Strategy.......................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10
Appendix........................................................................................................................................12
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Introduction
The report here will be discussing elaborately the two famous chocolate brand products Cadbury
Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. The piece will be emphasizing on
the approaches of marketing mix analysing the target market following the four basic principles
of marketing including product, price, place and promotion and further pursues the evaluation
following segmentation targeting and positioning to highlight the strategic position of the
companies in the industry expanding the scope of opportunities. The study begins with a
background of the companies and follows the pace by portraying an overview concerning the
marketing analysis.
Cadbury company started the business in 1824 as a producing along with selling cocoa nibs
which comprised of a nutritious breakfast drink and gradually evolved to a successful and
household name as a British global confectionery brand owned by Mondelez international
(eprints.hud.ac.uk, 2021). the Cadbury which was originally acquainted as Cadbury’s became a
member of the American conglomerate Kraft foods and in 2012 spilt into two companies with
currently being a subsidiary of Mondellez an American multinational company. Cadbury offers
a varied range of products ranging from chocolate bars, biscuits, cakes and desserts. Cadbury
Dairy milk bar is the most popular chocolate bar introduced in 1905 concocted by a chunky
creamy texture appealing to all children as well as adults alike (statista.com, 2021). It is one of
the largest confectioneries worldwide with over 10% market share, 200-year-old heritage with a
revenue of close to 5.4 billion euros receiving an underlying operating profit of nearly 638
million euros operating in more than 60 countries globally employing over 45000 people
(sec.gov, 2021). It marks a 12% average growth observed over 5 years with 7% revenue growth,
16% EPS growth and dividend growth of 6% with an operating margin of 11.9%.
Chocoladefabriken Lindt &Sprungli AG which is popularly known as Lindt is one of the most
popular confectionery brands originating in Switzerland and is rated as the most reputable
company in the country (forbes.com, 2021). It engages in the business for developing producing
as well as selling high-quality premium chocolates with unique taste following popularity in
countries worldwide mainly USA, Europe, Canad, Mexico, Russia, Australia, Japan, South
Africa, Hong Kong, China and Brazil. It is one of the ten leading brands in the global market of
chocolate confectionary offering a varied range of products and was founded in 1845 by David
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