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

This report compares the marketing strategies and principles used by Cadbury Dairy Milk Chocolate and Lindt Excellence Milk Chocolate, including product, price, place, and promotion. It also discusses the segmentation, targeting, and positioning of their products.

PRINCIPLES OF
MARKETING

EXECUTIVE SUMMARY
The report consists the proper use all the principles of marketing and their effect on the
chocolate brands such as Cad bury Dairy Milk Chocolate and Lind t “Excellence” Milk
Chocolate. A comparison will be made which will show that how the demand of the cad bury
dairy milk is more than the demand of Lind t milk chocolate in the market. The marketing
strategies followed by both the companies and the target audience who will consume the product
of the organizations will be mentioned. The market position and the segmentation of the products
of the organization are discussed in brief in the report.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
LO 1.................................................................................................................................................4
Comparison in the Marketing Mix of Cad bury Dairy milk and Lind t “Excellence” Milk
Chocolate.....................................................................................................................................4
LO 2.................................................................................................................................................7
The comparison in the STP marketing planning process for Cad bury Dairy Milk Chocolates
and Lind t “Excellence” Milk Chocolates...................................................................................7
CONCLUSIONS..............................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
The principles of marketing consists of the 4 P's which effects the sales and purchase of the
products produced by a producer in the market. The principles of marketing are made so that the
product can have their own identity in the market by which the customers can easily recognize
the product, producer of the product and the company who name is used for the selling of that
product or service. There are 4 principles of marketing by which the sales of the product and
services gets effected and they are product, place, promotion and price of the products and
services.
Cad bury dairy Milk was introduced in the United kingdom in 1905. It is a milk chocolate
which is highly in demand all over the world whereas the Lind t “Excellence” milk chocolate
was introduced in the Switzerland in the year 1845. The Lind t “Excellence” also produces the
chocolate truffles and chocolate bars.
MAIN BODY
LO 1
Comparison in the Marketing Mix of Cad bury Dairy milk and Lind t “Excellence” Milk
Chocolate
CAD BURY DAIRY MILK CHOCOLATE LIND T “EXCELLENCE” MILK
CHOCOLATE
Product
The cad bury dairy milk chocolate has the first
position in the highest consumed chocolate
ever in the world. The product line of the
chocolate is having the highest consistency
among the other products of the organization.
Product
The Lind t “Excellence” milk chocolate is
made up with the essence of smooth filling and
hard shell which is liked by the consumers of
the this chocolate. The chocolate is having
different flavours and colours which are highly

The famous different products of the dairy
milk chocolate which are highly consumed by
the consumers are as follows:
 Dairy Milk Fruit and Nut
 Dairy Milk Crackles
 dairy Milk Roast Almonds
 Dairy Milk Caramel
 Dairy Milk Puddles Mint
 Dairy Milk Bubbly
 Dairy Milk Fredo
These products have different taste and
demand in the market. The prices of all these
products varies with demand(Meynhardt, and
et.al., 2016).
demanded buy the their consumers. The
colours and flavours of the chocolate are as
follows:
 Lind-or Milk Orange bar
 Lind-or dark Assorted
 Lind-or Mango and Cream Bag
 Lind-or Sea salt Caramel
 Lind-or Extra Dark Block
 Lind-or Fruit Collection
 Lind-or Strawberry and Cream
The products of the Lind t “Excellence” Milk
Chocolate have almost similar products with
comparison with cad bury dairy milk products,
but they differ totally in the taste and
packaging in comparison with Cad bury dairy
milk.
Price
 The prices of the cad bury dairy milk
products are found to be affordable and
having worth in the marketing.
 The organization always covers the
prices of raw materials and cost of
production of chocolate in by them and
then the final price of the product is
decided by the Cad bury Dairy milk.
 The pricing strategy used by the
organization is the value added in the
pricing of the different products of
dairy milk chocolate.
 This is the reason why every product of
the dairy milk chocolate is priced
Price
 The Lind t “Excellence” Milk
Chocolate was an integral part of the
fluctuations made in the market.
 So the prices of the products of the
organization were effected a lot in the
ending of the financial year 2017.
 The effect was demand of the products
of the organization in which the
company made its stability in the
market.
 The Lind t “Excellence” Milk
Chocolate was also producing the best
quality chocolate in the market high

differently.
 The organization was providing the
best quality products at the lowest rate
possible to their consumers. This has
made their consumers to stay loyal with
the brand.
 The organization was having the
competitive pricing by which they were
leading in the market.
prices.
 These high prices were not easily
affordable by the common men in the
market so the demand of these products
were not so high among the consumers
of the chocolate.
 There were many competitors of the
organization who were offering the
similar products in low prices, but the
organization did not lowered their
prices and the they were considered to
be the best quality chocolate producers
in the market.
Place
 The products of dairy milk chocolate
were getting high in demand globally.
The countries like China, Canada,
United Kingdom, Pakistan, India,
Russia, Italy, France and Brazil were
having highest demand of the products
of dairy milk chocolate by their
consumers.
 The products of dairy milk chocolate
were manufactured in the France,
Ireland and Poland.
 The cad bury dairy Milk's distribution
policy is intensive which has created a
efficient and transportation chain.
 The availability of the products of the
dairy milk chocolate are in the
supermarkets, corner stores, grocery
Place
 The Lind t “Excellence” milk chocolate
were operating in the 410 chocolate
shops and cafes in the United kingdom,
Mexico, Canada, South Africa, japan,
China, Germany and India(Lancaster,
and et.al., 2017).
 The organization first opened their
factory in the Horgan and earlier they
were running a small business in the
Zurich.
 As the products produced by the Lind t
“Excellence” Milk Chocolate got
success in the market, the owner of the
organization opened their headquarter
in the Kilchberg, Switzerland.
 The sales of the products were
increased by 90% in the Switzerland

stores and discount stores (Abedi, and
et.al., 2017).
which made a huge profit in the
organization.
Promotion
 The promotional strategies used by the
organization were the packaging of
their products in purple colour wrapper
which made an different identity in the
market which can be distinguished
from other brands chocolates easily.
 There were many promotional strategy
such as advertisements on the T. V.,
radio, newspapers and magazines have
created a huge demand among the
consumes.
 The company hired many big
celebrities for the promotion of their
products.
 The Campaign named gorilla was
sponsored by the Cad bury Dairy Milk
in the year 2007(Loveland, J., 2016).
Promotion
 The advertisements of the products of
the organization were shown in the
visual and electronic medium in the
magazines(Palmer, D.E., 2017).
 There were many hoardings and
banners made by the organization to
make the people more aware about their
brand and its products.
 The Lind t “Excellence” milk chocolate
has appointed the sports players for the
promotion of their products.
LO 2
The comparison in the STP marketing planning process for Cad bury Dairy Milk Chocolates and
Lind t “Excellence” Milk Chocolates
CAD BURY DAIRY MILK CHOCOLATE LIND T “EXCELLENCE” MILK
CHOCOLATE
Segmentation
 The segmentation of the products of the
Segmentation
 The segmentation of the products of

cad bury dairy milk were based on the
psychological factors, demographic
factor and behavioural factors
(Johnson, and et.al, 2017).
 The products offered by the
organization were based on the number
of production of per unit of chocolate
made in the organization.
Lind t “Excellence” Milk Chocolate
was based on their loyal consumers.
 The consumers who believe more in
royalty and excellent quality of
chocolates were segmented by the
organization.
 The consumers who were use to stay
loyal on the old brand because of trust
and faith on the brand name and their
product offerings.
Target
 The targeted market of the organization
was for the consumers of all age
groups.
 Starting from children to adults like
men, women and senior citizens, the
company was producing products for
every targeted consumers.
 The products were produced by
keeping all the high end producers and
low end producers in the mind.
Target
 The Lind t “Excellence” milk chocolate
has targeted more on the women of age
25 and above.
 This is because the flavour of the
chocolate was more demanded by the
women in the market.
 The consumers of high income and
having royal taste and preferences were
targeted by the company([Online].
Available through:
<https://www.marketing91.com/market
ing-strategy-of-cadbury-cadbury-
marketing-strategy/>
 ).
Positioning
 The position of the Cad bury Dairy
Milk was on the top in the market.
 The consumers use to call these
Positioning
 The market position of the Lind t
“Excellence” Milk chocolate was not as
good as compared with cad bury dairy

chocolates as a celebration of joy and
happiness.
 It was found that the consumers were
purchasing the large units of chocolates
when they were having some festivals,
function or any happy occasion in their
lives.
milk chocolates.
 There were many competitors of the
Lind t “excellence” Milk Chocolates
who were producing almost same
products at low prices.
CONCLUSIONS
The report can be concluded by mentioning all the marketing strategies and principles
followed by the cad bury dairy milk and Lind t “Excellence” milk chocolate in the market for
making the consumers base and growth in the market. The 4 P's of marketing which included the
price, products, promotions and places which effected the sales and profit of both of the
organizations were compared. The STP (Segmentation, Targeting and Positioning) of the
products of theses organization were discussed in brief. These included their loyal customers and
problem while doing the business in highly competitive market.

REFERENCES
Meynhardt, and et.al., 2016. Systemic principles of value co-creation: Synergetics of value and
service ecosystems. Journal of Business Research,69(8), pp.2981-2989.
Lancaster, and et.al., 2017. The development of a strategic approach to marketing: Its culture;
internal macro-and external micro-environmental issues. In Essentials of Marketing
Management(pp. 1-32). Routledge.
Abedi, and et.al., 2017. Prioritizing of marketing mix elements effects on patients’ tendency to
the hospital using analytic hierarchy process. International Journal of Healthcare
Management,10(1), pp.34-41.
Palmer, D.E., 2017. Conceptions and Misconceptions of Virtue in Marketing. Handbook of
Virtue Ethics in Business and Management, pp.1027-1035.
Loveland, J., 2016. 300-03 Principles of Marketing.
Johnson, and et.al, 2017. Why Total Quality in Marketing. In Total Quality in Marketing(pp. 1-
26). Routledge.
[Online]. Available through: <https://www.marketing91.com/marketing-strategy-of-cadbury-
cadbury-marketing-strategy/>