Marketing Strategy: Cadbury Dairy Milk Bar and Lindt Excellence Bar

This report provides a comparative analysis of the marketing mix elements (product, price, place, and promotion) for Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar. It identifies and contrasts the target markets, pricing strategies, distribution channels, and promotional activities employed by both companies. Cadbury targets a broader market with varied income levels and occasions, while Lindt focuses on a niche market of affluent consumers willing to pay a premium. The report concludes that understanding and applying marketing principles is crucial for companies to effectively reach and engage their target customers, and differentiate their products in a competitive market.

Principles of marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Comparative statement of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate
Bar................................................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing mix are related to the group of those factors which company uses to advertise their
products and services to their customers. It is related to the marketing framework which aware
the customers about the products of the company. There are four factors of marketing mix such
as product, price, place and promotion. Due to the change in business environment, experts of
management extend these factors and develops another three factors such as people, process and
physical evidence (Lim,2021). The group of product which is chosen here to demonstrate this
report is Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar. This report provides
comparative study related to 4P’s of marketing mix on this particular pair of products. This
report also states the information related to the target markets of both the companies. Cadbury
Dairy Milk Bar is a product of cadbuy and Lindt ‘Excellence’ Milk Chocolate Bar is related to
the well-known confectionary brand of United Kingdom Lindt.
TASK
Comparative statement of Cadbury Dairy Milk Bar and Lindt ‘Excellence’ Milk Chocolate Bar.
Factors Cadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate
Bar
Target markets The segmentation of Cadbury is
based on many factors such as
income and occasions. There are
many factors on which the
company segmented their
market such as age, preference,
taste and many more but
Cadbury segment their products
on income and occasion basis. It
offers dairy milk chocolate bars
for their high-income buyers and
small candies to their low-
Lindt ‘Excellence’ Milk Chocolate
Bar is a brand of Swizz chocolate
maker Lindt (Lim, Jee and De Run,
2020). Lindt ‘Excellence’ Milk
Chocolate Bar is positioned in the rich
and high standards people. Company
only focuses on the customers which
do not care about the money and
purchase the product of company at
any cost. Lindt ‘Excellence’ Milk
Chocolate Bar becomes the luxury
chocolate brand which do not afford

income customers. It also offers
different types of products based
on the occasion such as Cadbury
celebration, valentines heart
shape chocolate and many more.
These markets are segmented
after the deep research by the
management of company.
Cadbury Dairy Milk Bar is
famous on the age group od
adults and high-income buyers
of company.
by middle class customers. The
reason behind this segmentation of
company is to make high revenue by
providing luxury chocolate product.
Product It is related the actual output
which company offers to their
buyers in exchange of money.
Product is the most important
factor which decides the survival
of company in the market. The
product of the company must
satisfy the needs of customers.
Cadbury Dairy Milk Bar is the
product of Cadbury which
satisfy the chocolate needs of
different types of people such as
adults and children. Cadbury
dairy milk is the biggest
chocolate brand in the world and
it also a most accepted brand by
customers.
Lindt ‘Excellence’ Milk Chocolate
Bar is the famous chocolate and ,ilk
bar of the world. It is the first
preference of high-income buyers.
Lindt is one of the premium chocolate
brand of the world and it advertise
their brand only for the buyers which
gives any price for their product.
Lindt has huge varieties in chocolate
and milk bar section but at premium
prices.

Price It is related to the actual price
which company charges from
their customers in exchange of
their products and services. It is
the most important factor which
determines the success of
product in the market. The price
of the products are depend upon
many factors such as cost of
product, price of similar product
in the market and level of
competition in the market
(Verma and Singh, 2017). Dairy
milk bar is a product of cad bury
and company applied the
strategy of most affordable
prices for their products.
Company uses the
differentiation pricing policy for
each products. Cadbury uses
premium pricing for their
product dairy milk bar and low
prices for their small candies
called eclairs. Cadury dairy milk
bar is a popular product and the
customers of this product are
ready to pay any price for this
particular product. It provides
huge revenue generation to the
company because it is one of the
most selling product of the
One of the most important aspect for
the success of lindt in market is their
rich and affluent customers. It follows
premium pricing policy for their
products. Lindt excellent milk bar is a
popular product among the children
and adults and the customer of this bar
does not care about the price and
ready to milk bar at any price. Lindt
advertise their brand that it is a
premium brand and it is for those
persons which belongs to financially
strong background.

company.
Place Cadbury dairy milk is a well-
known product of the world and
the demand of this product are
arising from many countries.
The countries are France, China,
Brazil and Russia. These are the
country where the customers of
the dairy milk get the product
from any part of their area. One
of the most important aspect of
this factor of marketing mix is
determination of distribution
channel by the organisation. It
is necessary for the organisation
to develop effective distribution
channel for the distribution of
their products and services. It
enables the product to be present
at right time and right place.
Cadbury dairy milk has an
intensive distribution policy for
themselves so it is able to create
sufficient transportation chain.
Cadbury analyses that the
general stores have huge public
reach so it provides dairy milk
bar to the retailors and earns
huge revenue.
Lindt ‘Excellence’ Milk Chocolate
Bar are provided to the customers
with their 410 stores which spread
in all over the world and capture
most countries such as United
States, Germany, South Africa,
Brazil, India, China, Russia,
Canada and Mexico. These are the
countries which has stores of
Lindt ‘Excellence’ Milk Chocolate
Bar where the customer get
company product easily at
premium prices (Purohit, Paul and
Mishra, 2021). Lindt operate their
business in niche market and earns
huge revenue because the
customers included in this market
are belongs to financially sound
background and are ready to buy
the product of company at any
cost.

Promotion It is related to the use of any
marketing tool to aware the
customers about the product and
services of the company. It is
not possible in this competitive
market that any brand can
achieve success without proper
marketing. There are many
methods which any brand use to
advertise their product such as
sales promotion, digital
marketing, television marketing
and endorsements. Cadbury
dairy milk is a global product
and each and every type of
person are aware of the product
and it is possible on the basis of
their effective marketing
structure (Solimun and Fernandes,
2018). The purple packing of the
product helps the customer to
remind the presence of product
and it acts as a advertising for
the company. Dairy milk is also
advertised through television,
radio and also print media. Many
popular celebrities of world are
endorsing the dairy milk under
the contract with company and
this provides huge revenue
generation to the company and
There is a cut throat competition in
the market and many companies are
present to take competitive advantage.
It is necessary for the Lindt
‘Excellence’ Milk Chocolate Bar to
have strong advertising presence
which helps them to popular in
customer. Lindt ‘Excellence’ Milk
Chocolate Bar is a well-known
confectionary brand of the world and
it has high recall value due to their
effective marketing channels and
techniques. Lindt ‘Excellence’ Milk
Chocolate Bar re advertise through
magazines, newspaper, posters,
hording and billboards. The poster of
the products are pasted in trains,
airports and many big malls which
provides information related to the
merits of a products to the customers
and it also helps the company to gain
customer attention. It is one of the
most effective way to advertise their
product because railway station, malls
and airports has huge variety of public
this hoarding influence the customers
about the product. One of the most
important advertising channel of the
Lindt ‘Excellence’ Milk Chocolate
Bar is their website and various social
media pages such as Facebook,

product. Instagram and twitter. In present
scenario most of the customers are
online and uses the above social
media sites. Company develops digital
poster and advertising video of Lindt
‘Excellence’ Milk Chocolate Bar and
share on their pages which reach
tremendous number of customers and
helps the company to earn customers
preference (Ndofirepi, Farinloye and
Mogaji, 2020). Lindt ‘Excellence’ Milk
Chocolate Bar is also advertised
through endorsement by many
celebrities such as Rodger Federer and
many more

CONCLUSION
It is concluded from this report that the principles of marketing is the most important
aspect to be applied in the organisation and this principles enables the organisation to aware the
customers about the product and services. This report concludes various factors of marketing mix
in context of comparative data which distinguish two brands such as Cadbury dairy milk and
Lindt excellent chocolate bar.

REFERENCES
Books and Journals
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher education
market: A case of Africa. In Understanding the higher education market in Africa (pp. 241-262).
Routledge.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to customer
loyalty. Journal of Management Development.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services, 58, p.102275.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior toward a brand:
Evidence from the foodservice industry. International Journal of Contemporary Hospitality
Management.
Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education
institutions with graduate degree programs: empirical insights from the higher education
marketing mix. Journal of Strategic Marketing, 28(3), pp.225-245.
Verma, Y. and Singh, M.R., 2017. Marketing mix, customer satisfaction and loyalty: an empirical study of
telecom sector in Bhutan. Indian Journal of Commerce and Management Studies, 8(2), p.121.