MG412 Marketing: 4Ps Analysis of Cadbury Dairy Milk & Lindt Excellence

This report provides a comparative analysis of the marketing strategies employed by Cadbury Dairy Milk and Lindt Excellence, focusing on the 4Ps of the marketing mix: Product, Price, Place, and Promotion. It evaluates the target markets, product offerings, pricing strategies, distribution channels, ...Read More

Principles of
Marketing

Executive summary
The aim of this report is to evaluate the effectiveness of marketing structure of both
company such as Cadbury and Lidth. To achieve this aim, the well known marketing model
called marketing mix is applied here and the result of this analyses is that it helps the
organisation to examine their marketing framework and their effectiveness. It is concluded from
this analyse that there are separate pricing and promotional activities which both the company
used in their business.

Table of Contents
Executive summary .........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
Explanation of marketing mix of Cadbury dairy milk bar and Lindt ‘Excellence’ Milk
Chocolate Bar..............................................................................................................................4
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is related to those framework under which the business organisation promote ans
advertise their product in their target markets. It one of the most important factor for company's
product to be success in market (Akbar, French and Lawson, 2020). It is very important for every
organisation to have proper marketing structure in organisation to take competitive advantage.
This report carries comparative analyses of Cadbury dairy milk bar and Lindt ‘Excellence’ Milk
Chocolate Bar. This analyses describes various P's of marketing mix such as product, price, place
and promotion. Cadbury and Lindt are the two reputed confectionery brand of world provides
different products related to chocolates and beverages.
TASK
Explanation of marketing mix of Cadbury dairy milk bar and Lindt ‘Excellence’ Milk Chocolate
Bar
Marketing mix related to those actions plans and skills framework of company though
which the business organisation promotes and advertise their products and services in market.
This marketing framework helps the company to aware their customers about various aspects
such as product, price, place and promotion. The brief discussion related to these aspect on
Cadbury dairy milk bar and Lindt ‘Excellence’ Milk Chocolate Bar are given below:
 Comparison of Target Markets
Cadbury dairy milk bar Lindt ‘Excellence’ Milk Chocolate Bar
Target market related to those group of
customers which cadbury choose to provide
their services. It is generally sub set of total
market. Cadbury develops the target profile of
Cadbury dairy milk bar on the basis of many
factors such as age and income. It provides
dairy milk for kids, silk for millennials and
Bonneville for adults(Rahman and Ayaz
2018) . It also focuses on income of buyers so
it classified their products in two section such
In case of Lindt, it is identifies that it
positioned their place in market as a luxury
Excellence’ Milk Chocolate Bar. All the
product of this lindt's are very costly and not
suitable for low income buyers. Lindt only
targeted the customer of high section wit their
premium price Excellence’ Milk Chocolate Bar
such as ‘Excellence’ Milk Chocolate Bar,
lindor milk 5 pack and lindon milk orange bar.
The Excellence’ Milk Chocolate Bar has wide

as low income and high income buyers. For
low income buyers it offers products at low
prices such as eclairs and other candies. Under
high price section it offers Silk, Bonneville and
many more. Cadbury also targeted
considerable number of buyers on the basis of
television reach so it conducts many
advertisement on television related to cadbury
dairy milk.
range of high income customers
 Product
Cadbury Lindt
It is related to the actual output provided by
company to their customers. Product is the
most important factor of company's existence
and it is the basic requirement of every
business to have attractive product. Cadbury
deals in multiple chocolates products and
having different range. It develops many
products for different section of society. It has
eclairs and other candies for their low price
section. Dairy milk silk, Cadbury dairy milk
bar and Bonneville for high class buyers and
also has many products for kids (Biletska,
2021). Company offers many seasonal
products such as Cadbury celebration pack and
dairy milk in shape of heart on occasion of of
valentines day. Bournvitta in their beverages
brand and Hall as their mouth refresher.
Company also makes efforts to make the
It is famous company which deals in premium
chocolate products. iT has large variety of
chocolates brands under high price. The main
focus of this company is to develops the needs
of premium chocolate products of society. It
has many products in Excellence head such as
Excellence roasted Hazewood, Excellence milk
minty and Excellence touch of sea salt. Lindt
focus on the packaging and shape of their
brand because it is the first thing which attracts
their buyer (Jaworski and Lurie, 2019). As
Excellence’ Milk Chocolate Bar is a premium
brand so it try to develop the packaging of
product according to their status.

packaging and shape of products attractive.
Cadbury makes the packaging of dairy milk
silk quite attractive which attracts their
customers and it also works on the shape of
chocolate such as heart shape and many more.
 Price
Cadbury Lindt
The amount of money money which company
charges from their customers in exchange of
their product is called price of a product. It is
one of the most critical strategy for company to
set price for any particular product or service.
It requires knowledge of many factors such as
cost of product, price of related products and
competition in market. Cadbury follows three
strategies in their pricing section such as
skimming pricing, economy pricing and
Bundle pricing. Skimming pricing strategy
related to those strategy under which Cadbury
charges high price for the product having high
customer demand. Oreo cookies, Cadbury
dairy milk bar cadbury silk and Bonneville
are some examples of this pricing strategy of
Cadbury. Under Economy pricing cadbury
charges reasonable price for specified products
to capture large number of buyer and Perk and
dairy milk are the best examples for this
strategy (Grygorova, 2018). Bundle pricing is
used by company where customers wants to
There is a cut throat competition in market and
many organisations are working in industry
providing same products. These organisation
creates tuff competition in relation to price of a
products but it is not applicable on Lindt
because it only provides premium price
products (George, 2021). Excellence’ Milk
Chocolate Bar has premium pricing policy in
their product range. One of the most important
factor for success of their premium pricing is
customer loyalty. Whether the price Lindt
product, the potential customers buys product
without thinking of price.

purchase bundle of products. Generally festive
products are lies in this section of strategy.
 Place
Cadbury Lindt
In this section of marketing mix two factors are
considered such as the actual market where
company sell their product and also
distribution channel followed by companies.
The selection of market is very important task
in organisation because it plays a significant
role in success of product and services . The
selection of market is depend upon the type of
demand and needs of consumers. Effective
distribution channels enables the cadbury to
provide their Cadbury dairy milk bar at right
place at right time. Cadbury operates their
business in more than 200 countries and the
distribution cost of their products are very
high. Cadbury uses retailers to sell their
Cadbury dairy milk bar . Every general stores
has an availability of cadbury products and it
also provides carious facilities to their sellers
such as fridge facility and many more. One of
the most important quality of cadbury's
distribution is that it is easily available at every
store.
Excellence’ Milk Chocolate Bar is one of the
biggest confectionery brand of world and it is
famous in many countries of the world such as
united states, Russia, India, Canada and united
kingdom. In their past times, it is very small
company but due to their big and effective
vision it created niche market of their potential
buyers and instead of charging high price,
Excellence’ Milk Chocolate Bar become
successful in market.(Heckman, Vestergaard
and Sole, 2018)
 Promotion
Cadbury Lindt

Promotion is related to those technique of
marketing under which the business
organisation aware their customers about the
merit of their Cadbury dairy milk bar
(Ojadonor, 2017). It is regarded as the most
significant factor in competitive market. It
enables the organisation to take competitive
advantage from industry. There are many
methods of promotion are there such as sales
promotion, personal selling, direct marketing
and exhibitions. Company can use any method
to advertise their Cadbury dairy milk bar
(Tomczak, T., Reinecke, S. and Kuss, A.,
2018) . The advertising campaign of Cadbury
dairy milk bar is very strong and effective
because of huge investment in this department.
Television marketing is mostly used by
Cadbury. Several adds related to Cadbury dairy
milk bar are running on television of
cadbury's brand. Its festive advertisement is
very attractive and reachable because it has
unique product at every festival.
It is one of the most recognised brand of world
and it is so because of their effecting marketing
technique. It uses print media as a source for
their advertisement. Under this technique it
uses various magazines, newspaper and articles
in their advertisement campaign. Excellence’
Milk Chocolate Bar has variety of premium
confectionery brands and this need
advertisement to generate considerable revenue
generation.
CONCLUSION
It is concluded from this report that marketing is the essential need of every business it is
not possible for any business to become success without proper marketing structure in their
organisation. There are many theories and techniques of marketing such as personal selling,
direct marketing and television marketing which can use by company to advertise their products
and services in market (Hajjat, 2021). Cadbury and Lindt are the most recognised confectionery
brands of world. Both the company has different price structure such as cadbury follows both
high and low price products but Lindt only provides premium price products. It is important for

both the organisation to apply marketing mix in their organisation so that every aspect of
marketing can be examined and improved.
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