MG412: Principles of Marketing - 4Ps Marketing Mix Comparison

This report provides a comprehensive comparative analysis of the 4Ps marketing mix (product, price, place, and promotion) for Cadbury Dairy Milk Bar and Lindt Excellence Milk Chocolate Bar. The introduction defines marketing and the marketing mix, setting the stage for the comparison. The findings section delves into a detailed examination of each element of the marketing mix for both brands, highlighting their product descriptions, pricing strategies, distribution channels, and promotional activities. The analysis incorporates Levitt's Model of Brand Building to assess the brands' differentiation and potential. Furthermore, the report includes an STP (Segmentation, Targeting, and Positioning) analysis for both Cadbury and Lindt, explaining how each company segments its market, targets its customers, and positions its products. The report concludes with recommendations based on the comparative analysis, offering insights into the effectiveness of each brand's marketing strategies. Secondary research, including books, journals, and online resources, supports the findings and conclusions.

The 4ps Marketing mix

EXECUTIVE SUMMARY
Marketing mix is a process of offering brief information about products and putting a
product in right hand by using effective pricing strategies. The report needed an effective
comparison among target market of people for which STP model has been taken in to
consideration. Apart form it, marketing mix of both brand are defined in form of comparison. For
this report secondary research is used for which different books and journals or websites have
been utilised to complete report.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparative analysis of Cadhbury Dairy Milk Bar and Lindt' Excellence' Milk Chocolate Bar
.....................................................................................................................................................1
STP marketing planning process of Cadhbury Dairy Milk Bar and Lindt' Excellence' Milk
Chocolate Bar..............................................................................................................................5
CONCLUSION AND RECOMMODATIONS...............................................................................6
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is an activity of selling and purchasing goods and services. It can be a process
of creating awareness about the products and services of a company so that consumers are
familiar with it. Marketing mix is a producer of putting a product at right place by using effective
distribution channels on right cost so that customer can easily afford it. This report is based on
Cadbury Dairy Milk Bar and Lindt' Excellence' Milk Chocolate Bar (Bernstein, 2017). Cadbury
is a British confectionery company and Lindt' Excellence is a Swisserland-based organisation.
The main aim of this written document is find out the information about the product, price and
promotional tools of the company which are used by them to promote their goods. Target market
will define to determine the targeted customers and market to sell their commodities.
FINDINGS
Comparative analysis of Cadhbury Dairy Milk Bar and Lindt' Excellence' Milk Chocolate Bar
Marketing mix
It indicates to a set of actions and strategies that are used by a firm to promote its brand in
the market. It can be an act of offering a good and product by using effective pricing strategies or
using efficient ways distribution so that people can easily buy the product. The marketing mix of
Cadbury and Lindt' Excellence are mentioned as under in form of Comparative analysis:
Marketing mix Description Cadbury Lindt' Excellence
Product It refers to an item and
commodity that is
manufacture by
converting raw
material in to finished
goods with the
purpose of fulfilling
consumers needs
(Fletcher and et. al.,
2017).
The company offer
number of products like
Dairy Milk chocolate
product line, Candies,
Gums, Biscuits, beverage
and others. The
management offer its
products in different
shape and size so that
people can easily
purchase them. They use
The respective firm offer
number of products like
different kinds of Lindor
chocolates in several
flavours and colours,
DESSRT Baking
Chocolate,
EXCELLENCE milk and
dark chocolate, Hot
chocolates, Pralines
chocolates, LINDT Fruit
1

purple and white
attractive packaging
which is able to protect
the material. The colour
of its product make it
different form its
competitors which help
in making it unique
(Kotler and Armstrong,
2018).
Sensation, Lindt No sugar
added etc. The packaging
of their product is
attractive because they use
recyclable material and
not use plastic wherever it
is possible. It will
differentiate them for their
competitors.
Price It refers to that
monetary value which
is invested by the
administration of a
company in term of
purchasing raw
material and financial
value of the finished
goods. It always assist
shape the perception
of company's product
in customers eyes.
Respective company has
different products in the
market to fulfil needs of
it potential clients. The
products that are offered
by firm are valuable so
the management use
different pricing
strategies. The firm
follow skimming pricing
because there are some
products of this brand
like Cadbury Silk,
Cadbury Bournville are
slightly higher level than
its competitors. It also
use Bundle pricing when
it sells multiple products
at a lower rate during
festive season.
The administration of
respective firm use
premium pricing strategy.
The firm use this strategy
because it offer some
unique and high quality
product like baked
chocolate which
distinguishes them form
other players of respective
sector (M’zungu,
Merrilees and Miller,
2017).
2

Place It states to that place
where product are
provided to consumers
and in reach of
consumers. Basically,
it mention to
distribution channels
of a company
(Moravcikova and et.
al., 2017).
The firm operate its
business approx 200
nation of the world. For
distributing its products it
provide its products both
online and offline place.
The commodities of
Cadbury easily available
in any corner stores,
grocery store, discount
store, supermarket and
convenience store etc.
The organisation run in
number of countries of the
world like US, France,
Germany, China, UK and
many more. It sells its
products through luxury
stores, shopping malls,
lounges and airports. Lindt
has been active via its
websites and has been
taking online orders for its
products.
Promotion It is an activity or
process of creating
awareness about the
goods and services of
company so that
customers easily
identify the products
and familiar with them
(Palmatier and
Crecelius, 2019).
For the promotion of
their products the
management of Cadbury
use different promotional
tools. In past to current
time the main way of
promotion is that they
promote their goods
through celebrities of
different nations in which
they operate. Apart form
it they use TV, Radio,
Newspaper, magazines,
social media, paid ads,
web advertisements and
others. They are
positioned themselves in
consumer's mind by
offering quality and tasty
The organisation
advertises its products via
ad campaigns that are
shown in print, electronic
and visual medium in
magazines, billboards, TV
and hoardings. The firm
also use posters for
promotion and display on
trains, airports and big
shopping malls. They use
social media channels like
company website,
Facebook, Instagram,
YouTube and Twitter etc.
so that they can positioned
themselves in consumer's
mind. Because now these
days individuals are highly
3

products at affordable
prices.
use internet sites and
social media etc.
To understand the comparison among marketing mix brand can use Lewitt's Brand
Model. With the help of it, they ensure better contrasting of this strategy in both of brands:
Illustration 1: Levitt's Model of Brand Building
(Source: Levitt's Model of Brand Building, 2020)
As for the current confectionery industry, customers are demeaned quality products so by
offering better and tasty products the companies fulfil their needs (Palmatier and Sridhar, 2017).
In context of Cadbury and Lindt they are making innovation in term of offering crunchy and
bubble chocolates by Cadbury and flavoured chocolate products by Lindt.
For Expected Product, it is expected from Cadbury to improve in form of flavoured
chocolate. In comparison to this Lindt offer different kind of chocolates but the expected product
4

can be dark chocolate. Differentiation is one of the most essential element in product plan of
action of a company and is key aspect of Augmented Product. Cadbury is most popular because
it offer quality product as per consumer's needs. In comparison, Lindt offers customers with
differentiated products like flavoured and colourful chocolates, Hot chocolates baking chocolates
etc. But Cadbury is more popular due to its such Famous products all over the world like Dairy
Milk and Arborvitae etc. In relation to Potential product, the product that are offered by Cadbury
are tasty and demanded in market due to affordable priced and different sizes (Philip, Armstrong
and Opresnik, 2018). In Comparison to Lindt, the firm also offer range of product by offering
high cost.
STP marketing planning process of Cadhbury Dairy Milk Bar and Lindt' Excellence' Milk
Chocolate Bar
STP analysis of Cadhbury Dairy Milk Bar
STP analysis is an activity of making segmentation among the products and services of
the company on the basis of geographical, demographical, psycographical and behavioural basis.
With help of this framework, the firm can targeting its customers regarding their products as per
age, gender, profession, income etc. and positioned commodities in market by using different
distribution channels and set in customer's mind.
The management of the Cadbury segmented its products on the basis of geographic and
behavioural. In term of geographical segmentation, the firm offer its products in different cities,
regions and countries so that the products are in reach of customers. In form of behavioural
segmentation, it divided the market in to groups as per occasions, user rate, user status, loyalty
status and benefits status. It target all age group people like lower, middle and upper class
people. The company has been successful in targetting the young generation. For its drink mixes
“Bournvita”, the management target parents who are concerned about their children's better
development (Serrat, 2017). To positioned its products in market, the firm offer products as per
different occasions of nation. For example it offer its celebration box and during Christmas is
offer Cadbury Christmas Block, Snow Bites etc.
STP analysis of Lindt' Excellence' Milk Chocolate Bar
The respective company operate its business in different nation so it make segmentation
in markets on the basic of psychological and behavioural segment. Because it is a premium brand
and use depth strategy to provide products to customers with a lower price alternative. They
5

company use premium pricing so within behavioural segmentation they focused on income and
occupation. In targetting they target upper-middle class and upper class people due to using
premium pricing for their products. The company offer some unique products like Baked and
Hot chocolates so Lindt positions themselves in customers mind as a luxurious brand, offering
high quality and fine tasting products (Tontuș, 2018).
CONCLUSION AND RECOMMODATIONS
This has been concluded form preceding mention content that marketing mix is an
effective plan of action and analysis which provide information about different products, pricing
strategies, distribution channels and promotional tools of firm that are used by it for the creating
awareness about its commodities. The company use 4P's of marketing mix in this way so that the
customer of the firm known with different products of brands and the way by which they provide
their commodities in reach of target audiences. STP analysis is beneficial to provide detail
information about the actual customer and market of company which are targeted by it to sell its
goods.
6

REFERENCES
Books and Journals
Bernstein, J., 2017. Standing room only: Marketing insights for engaging performing arts
audiences. Springer.
Fletcher, J. and et. al., 2017. Tourism: Principles and practice. Pearson UK.
Kotler, P. and Armstrong, G.M., 2018. Marketing Mix: Selected Chapters From: Principles of
Marketing, Philip Kotler and Gary Armstrong. Pearson.
M’zungu, S., Merrilees, B. and Miller, D., 2017. Strategic hybrid orientation between market
orientation and brand orientation: guiding principles. Journal of Strategic
Marketing. 25(4). pp.275-288.
Moravcikova, D. and et. al., 2017. Green marketing as the source of the competitive advantage
of the business. Sustainability. 9(12). p.2218.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. AMS
Review. 9(1-2). pp.5-26.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Philip, K., Armstrong, G. and Opresnik, M.O., 2018. Principles of marketing. Pearson
Education.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128). Springer,
Singapore.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism. 3(1). pp.67-88.
Online
Marketing Mix of Dairy Milk. 2020. [Online]. Available Through:
<https://www.marketing91.com/marketing-mix-dairy-milk/>.
Marketing mix of Lindt. 2020. [Online]. Available Through:
<https://www.marketing91.com/marketing-mix-of-lindt/>.
Cadbury Brand Analysis. 2020. [Online]. Available Through:
<https://simconblog.wordpress.com/2015/11/15/cadbury-brand-analysis/>.
Targetting Chocolate. 2020. [Online]. Available Through:
<https://mpk732.wordpress.com/2015/03/29/targetting-chocolate/>.
7