Overview of Principles Of Marketing - Assignment

Running head: PRINCIPLES OF MARKETING
PRINCIPLES OF MARKETING
Name of the Student:
Name of the University:
Author Note:

1PRINCIPLES OF MARKETING
Executive Summary
The report is going to be structured on the two products, including Cadbury Dairy Milk Bar
and Lindt ‘Excellence’ Milk Chocolate Bar. The report has been divided into three parts such
as introduction, discussion, and conclusion. In the introduction part, a brief history of both
brands will be incorporated along with the basic strategies that are going to be utilized. In the
discussion part, the target market along with the approach of the marketing mix will be
discussed in order to understand both the products along with its advantages and
disadvantages. In the conclusion part, a summarized paragraph will be provided based on
both the brands and it will help the readers to understand the processes adequately. The report
is produced in order to understand the primary learning outcome that is acknowledged
through the effectiveness of the marketing mix and its strategies.

2PRINCIPLES OF MARKETING
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
1) Target market:.............................................................................................................4
2) Product:........................................................................................................................5
3) Price:............................................................................................................................7
4) Place:...........................................................................................................................7
5) Promotion:...................................................................................................................8
Conclusion and Recommendation............................................................................................10
References................................................................................................................................11
Appendix..................................................................................................................................13

3PRINCIPLES OF MARKETING
Introduction
The report will be structured on the impact of the marketing mix and target market
based on two products, including Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk
Chocolate Bar. Cadbury dairy milk is one of the leading brands, which is manufactured and
produced by Cadbury (Cadbury.co.uk 2020). It has bars as one of the best-selling chocolate
bars in the whole world, especially in the United Kingdom. This brand is manufactured and
distributed by the company Hershey in the United States by obtaining a license from
Cadbury. The original bar produced by Dairy Milk Company was launched in the year 1905,
and the company has been manufacturing a diverse range of flavors and new products for all
their awaited customers. It has been prevalent in the field of promoting their brand along with
its latest products and has managed to position their company beyond other companies.
On the other hand, Lindt's‘ Excellence’ Milk Chocolate Company has been one of the
famous chocolate company in the world. They have been associated with numerous flavors
and especially the launch of excellence, where they have successfully produced an essence of
fine dark chocolate (Lindt.co.uk, 2020). It has successfully gathered all their customers’ old
as well as new individuals. It has been giving fierce competition to most of the other
chocolate-based companies. They have targeted all the friends and family in order to provide
them with a lifetime good experience.
The primary purpose of this report is to channelize the marketing strategies and the
practical measures after implementing 4Ps on both the brands so that the readers can
understand the position and structure of the two brands. It will benefit the readers while
gaining enough knowledge to stimulate their individual ideas and thoughts. It is essential to
conduct and design the report to demonstrate the desired outcome, which is focused on the
effectiveness of the marketing mix along with marketing planning processes.

4PRINCIPLES OF MARKETING
Discussion
1) Target market:
The brand Cadbury has been associated with little children and with their individual
tastes all across the world. It has been successfully engaging kids starting from the age group
of five-years-old till ten-years-old, who love to consume such delightful offerings
(Cadbury.co.uk 2020). It has been loved and recognized by all sorts of individuals
irrespective of their gender, sexes, educational and cultural background, locations, and all
other aspects as well. The focus of attracting consumers has been shifted from little children
to adults that will include each and every member of the family. They have also targeted the
young generation, who are highly addicted to this chocolate bar and have been enjoying
receiving it on every occasion.
The whole company has been highly successful in launching Cadbury Dairy Milk
Chocolate Bar, through which expansion has been identified so that they can strengthen their
company across the entire world (Mythily 2015). The bar has been recognized as the ideal
gift on many occasions as the customers’ preferences are concerned. Customers are highly
engaged with this product and have been selected as an alternative for sweets. Therefore, it
has been treated as a bar of preferred chocolate that will their individual needs.
In contrast, Lindt’s ‘Excellence’ Milk Chocolate Bar has been providing a delightful
experience to all the customers and has been offering a diverse range of dark chocolates
(Thaichon et al. 2018). The marketing strategies of this brand and the product is focusing on
women starting from the age of thirty-five till sixty-four. They belong to college students as
well as working-class women (Llobet Fábregas 2019). These women are addicted to
purchasing premium chocolate and gladly treat themselves by consuming such delightful

5PRINCIPLES OF MARKETING
chocolates all across the world. It is easily affordable to all the higher-class women and has
been occupied with this chocolate for many years (Lindt.co.uk, 2020).
2) Product:
The marketing mix is defined as the set of tactics, actions, and activities that a
company has been utilizing to promote their individual brand as well as product. The
marketing mix is associated with a set of 4Ps, including product, price, place, and promotion
(Al Badi 2015). In this way, it will benefit the company if they choose to utilize adequate
marketing strategies and objectives appropriately (Khan 2014). It will help in developing all
the relevant components with the help of several processes so that the company can enhance
their individual goods and services.
Cadbury Dairy Milk bar has been actively serving seventy percent in the market share
and has been leading the market leaving behind all the chocolate confectionery businesses.
Cadbury dairy milk chocolate bar has been surviving for many years and the whole
population is addicted to its mesmerizing taste and the essence of sweet chocolate (Bhasin
2020). Certain advantages are associated with consuming chocolate such as reducing adverse
effects related to health issues. It will incur higher levels of fat as well as sugar. It does help
in improving heart issues and brain function. The product is rich in polyphenols and it helps
in decreasing high blood pressure. Therefore, it is safe for all the little kids and the young
generation and the addiction will never decrease in number.
On the other hand, Lindt’s ‘Excellence’ Milk Chocolate bar is rich in the composition
of chocolate and creamy milky flavor (Manzini, Lazzarotti, and Pellegrini 2017). It has been
highly focusing on the quality of chocolate starting from its preparation, processing,
manufacturing and correct recipes to form the best chocolate in the world (Llobet Fábregas
2019). It is recognized as the cocoa ultimate sensations and women have highly addicted to

6PRINCIPLES OF MARKETING
this chocolate bar because of its exquisite and raw flavor. It is formed with an intense effect
of chocolate and cocoa, and it is acquainted with its innovative creation of nuts, hazelnut, and
honey aromatic (Lazzarotti, and Manzini, 2013). The brand has been successfully submitting
the highest quality of chocolate through their intense work and efforts towards developing the
product along with the growth of the company.
There is a useful model that helps in recognizing the goods and services that fall
under three categories such as expected, generic and augmented aspects. It benefits in
developing ideas and thoughts of each and every product and service. It will be quite
adequate to utilize Levitt's model of building a brand by determining their core product
(Llobet Fábregas 2019). Therefore, the Cadbury dairy milk bar is recognized as its core
product in the field of the confectionary chocolate industry. In the case of Lindt’s brand, the
product Lindt’s Excellence’ Milk Chocolate bar has been the potential product and customers
have never left the sight of this product. There have been numerous positive as well as
negative reviews about this product. Yet, it has scored really well and has left behind many
brands.
Figure No. 1: Levitt’s Model of a brand
Potential product
Augmented product
Formal Product
Core Product

7PRINCIPLES OF MARKETING
3) Price:
Cadbury dairy milk chocolate bar has been regarded and identified as one of the
premium products distributed by the brand, Cadbury. The pricing of commodities has been
kept quite reasonable and lowest pricing range so it has been accepted by all types of
customers from all across the world (Sultan, 2016). Thus, Cadbury dairy milk chocolate bar
has been winning millions of hearts ranging from little ones to adults. The pricing strategy
has been different from all the variants starting from high prices to low prices as well. The
cost may vary from £20.71 to £29.90 of a 400 gram to 850 grams.
On the other hand, Lindt’s ‘Excellence’ Milk Chocolate bar has been suffering from a
fluctuating pricing strategy and are usually quite expensive compared to other competitors. It
has been charging for about £25.95 for 100 grams (Llobet Fábregas 2019). The chocolate bar
is available at different sizes and shapes and therefore, they have kept higher prices in
distributing their premium commodities and services. The company has scored twenty-five
percent as its net profit. Some significant opportunities have been emerging in the Chinese
market as well as in the Indian market (Bhasin 2020).
4) Place:
Cadbury dairy milk chocolate bar is available all over the world and it has been the
favorites of children as well as adults. Therefore, the brand along with its product, has an
immense influence in the global market along with its vast distribution channel (Sultan,
2016). It has been dealing with advanced technology in both rural as well as urban areas. It
has been generating a huge amount of revenue and profits throughout the two hundred
countries in the world.
Lindt’s Chocolate Company has been distributing its products all across the world
especially in developed countries like China and the U.K. along with developing countries

8PRINCIPLES OF MARKETING
like India. They have been adopting new and advanced technologies so that they can provide
the best and the desired quality to the customers. Eight percent of their sales department has
been taken care of by their home country (Llobet Fábregas 2019). Lindt’s Excellence Milk
Chocolate bar has been distributed and manufactured after going through many processes and
it has been spread through a smooth supply chain throughout the whole world. They have
been decking up for crossing over hundred countries so that they can expand their market
value and sales in every corner if this world. It has an embedded system of supply chain
management in Europe and other Asian countries (Bhasin 2020).
5) Promotion:
The brand Cadbury has been promoting their core product by utilizing various
resources such as television, newspaper, radio, social media, and so on. It is actively available
offline as well as online stores, and customers are highly aware of their favorite product
(Sultan, 2016).
In contrast, there is a diverse range of promotional events along with advertising
strategies in Lindt’s company through posters, displaying on television, broadcasting videos,
and in numerous shopping malls (Llobet Fábregas 2019). It has been directly acquainted with
the customers through offline as well as online resources. They have been highly successful
in gathering potential customers for many years (Bhasin 2020).

9PRINCIPLES OF MARKETING
Figure no. 2: Marketing mix of Cadbury and Lindt’s product
Price Promotion Place Product
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Chart Title
Cadbury Dairy Milk Chocolate Bar Lindt's Excellence Milk Chocolate Bar

10PRINCIPLES OF MARKETING
Conclusion and Recommendation
While concluding the report, it was a tough fight to judge both the products, but after
gathering all the relevant researches, there is a clear winner and that is Cadbury dairy milk
chocolate bar. Though both the products have successfully collected a lot of attention from all
its customers, Cadbury has managed to offer low prices. This brand has targeted all the
possible individuals ranging from kids to adults. Somehow, being a premium product, Lindt’s
Excellence Milk Chocolate bar has been able to reach the women population, who belong to
the higher class. It is quite high in price for kids to purchase so; therefore, Cadbury, along
with its fluctuating pricing range, has managed to attract more consumers.
Most of the international countries always avoid sugar or any sweet stuff, so they
need to avoid sugar and should try something healthy and fat-free. Therefore, health-
conscious people will also get attracted to the brand, Cadbury. On the other hand, Lindt’s
Chocolate Company should lower its prices and make it more available to all the customers at
the same time. In this way, they will gather more success and profits in their upcoming
future.

11PRINCIPLES OF MARKETING
References
Al Badi, K.S., 2015. The dimensions of marketing mix. Journal of Management and
Organizational Studies, 2(1), pp.136-142.
Bhasin, H., 2020. Marketing Mix Of Cadbury - 4Ps Of Cadbury Marketing Mix. [online]
Marketing91. Available at: <https://www.marketing91.com/marketing-mix-of-cadbury/>
[Accessed 16 March 2020].
Cadbury.co.uk, 2020. Cadbury Dairy Milk. [online] Available at:
<https://www.cadbury.co.uk/products/cadbury-dairy-milk-11294> [Accessed 14 March
2020].
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Lazzarotti, V. and Manzini, R., 2013. The tension between traditional innovation strategies
and openness: Lindt’s controlled open innovation approach. Open innovation in the food and
beverage industry, pp.25-38.
Lindt.co.uk, 2020. Excellence Extra Creamy 100G. [online] Lindt Chocolate UK. Available
at: <https://www.lindt.co.uk/shop/our-brands/excellence/excellence-milk-extra-creamy-
100g> [Accessed 14 March 2020].
Llobet Fábregas, D., 2019. Brand valuation. A case study on Lindt & Sprüngli (Master's
thesis, Universitat Politècnica de Catalunya).
Manzini, R., Lazzarotti, V. and Pellegrini, L., 2017. How to remain as closed as possible in
the open innovation era: the case of Lindt & Sprüngli. Long range planning, 50(2), pp.260-
281.

12PRINCIPLES OF MARKETING
Mythily, G., 2015. A SURVEY ON CONSUMER BUYING BEHAVIOR AND BRAND
AWARENESS OF CADBURY AMONG STUDENTS IN SCHOOL AND COLLEGE
CANTEENS IN CHENNAI. International Journal of Management Research and Reviews,
5(12), p.1204.
Sultan, M.F., 2016. Effect of Packaging Elements on Consumer Buying Behavior:
Comparative Study of Cadbury Dairy Milk and Cadbury Perk. International Journal of
Scientific and Research Publications, 6(4).
Thaichon, P., Jebarajakirthy, C., Tatuu, P. and Gajbhiyeb, R.G., 2018. Are you a chocolate
lover? An investigation of the repurchase behavior of chocolate consumers. Journal of Food
Products Marketing, 24(2), pp.163-176.

13PRINCIPLES OF MARKETING
Appendix
Figure No. 1: Levitt’s Model of a brand
Formal Product
Potential product
Augmented product
Core Product

14PRINCIPLES OF MARKETING
Figure no. 2: Marketing mix of Cadbury and Lindt’s product
Price Promotion Place Product
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Chart Title
Cadbury Dairy Milk Chocolate Bar Lindt's Excellence Milk Chocolate Bar