Cadbury and Lindt: A Detailed Marketing Mix Comparison Report

This report provides a comprehensive analysis of the marketing mix of two prominent chocolate brands, Cadbury and Lindt. It examines their target markets, with Cadbury focusing on a broader audience including children, and Lindt targeting affluent consumers. The report details the product strategies, highlighting Cadbury's diverse offerings including chocolates, biscuits, and ice cream, while Lindt emphasizes premium quality chocolates. Pricing strategies are contrasted, with Cadbury employing a cost-plus and competitive pricing approach, and Lindt utilizing premium pricing. The promotional strategies of both brands are discussed, including Cadbury's use of social media and taglines, and Lindt's reliance on celebrity endorsements and various media platforms. Finally, the report explores the distribution channels, emphasizing Cadbury's global presence and Lindt's network of chocolate shops and online sales, concluding with a comparison of the two brands' marketing approaches and overall conclusions on their success.

INDIVIDUAL REPORT:
THE 4PS/MARKETING MIX

Executive summary
It had been summarized that Target market Cadbury is to target all the kids Lindt target
the people who are rich Product offers Lind delicious, creamy as well as smooth hot chocolate
cad bury focuses into biscuits and ice cream segments. Lindt offers premium quality products
cad bury focuses on the Cost plus pricing. Promotions of both firm by Social media platform
such as Facebook, YouTube, etc.

Table of Contents
INTRODUCTION...........................................................................................................................4
Target market...................................................................................................................................5
Product ............................................................................................................................................5
Price.................................................................................................................................................6
Promotions.......................................................................................................................................6
Place.................................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Cadbury is consider as the British multinational firm that is completely owned through
American Firm Mondelez International. This is the second largest brand after the Wrigley. The
firm is famous its Dairy milk chocolates in around the world. John Cadbury in 1824 opened a
grocery shop within Birmingham as he was started selling cocoa and chocolate for the purpose of
drinking chocolate and selling Cocoa. This is the beginning of the firm. By 1831, he decided ti
make the firm commercial and for that bought a factory. While Lindt is a Swiss chocolatier as
well as confectionery firm founded in 1845 as well as known for its chocolates bars and
chocolates truffles among other sweets. Present report focuses on the 4Ps marketing mix of the
Cadbury and Lindt (Bhalerao. and Deshmukh, 2015).
Target market
The aim of the cadbury is to target all the kids between the age group from 5 to 10 as.
Firm does not have any kinds of particular segmentation. Thus, cadbury is the most favorite
chocolate eaten by all the age group, sexes, educational background ,cultures as well as all
various religions (Festa. and et.al., 2016). The 5 to 10 years age group kids are expected to
prefer chocolates than other things. Also, cadbury can target all kinds of people whether they are
rich poor it does not make any difference. But the Lindt is a Luxury Swiss Chocolates Maker.
It always target the people who are rich as well as elite . They target those type of people who do
not think while buying the chocolates for such a high good quality (Bhalerao. and Deshmukh,
2015)..
Product
Lindt is a famous brand that can deals with selling as well as manufacturing quality
chocolate as they are typical seasonal as sweets (Marketing mix, 2017). In 1949, it was
introduced as a Bar. It consists of the hard shell as well as smooth filling chocolate as it is
available within several Colors such as Lindor Strawberries and cream 5 Pack, dark assorted and
many more. It can offers a range of white, dark and milk chocolates that can made from the nuts,
fruits and spice. It offers Excellence Roasted Hazenut and also milk mint and various others
(Bhalerao. and Deshmukh, 2015). It melts into delicious, creamy as well as smooth hot
chocolate. It can also utilizes create iced chocolates, created iced chocolates. Pralines are the
assorted chocolates that can be tasteful arranged as well as exquisitely wrapped. Lindt focuses
on Creation Blocks as it was created within real quantity that able to tantalize the taste buds such

as Creation salted Caramel sundae, Creation Sublime Mint, Creation Sublime Hazelnut (Fuseir.
and Madanat, 2015).
While product Strategy of the cadbury is very pretty large. The products of the cadbury
are seasonal as well as varied as per the sales of every nation. There are several standards as it
focused on the products that based on the festive seasons such as Christmas and Halloween. The
products of the cadbury are just not related to the chocolates but also the dessert and beverages
that can also in the product line of cadbury. Firms also focuses into biscuits and ice cream
segments. There are several products such as cadbury Dairy milk, Caramel, Perk,Five
start ,Bournvita ,Bytes ,Oreo ,Black current mint rolls , Brunch Hazelnut, fruit sundae and many
more. There is huge influence within industry as has continuously grow rapidly (Festa. and
et.al., 2016).
Price
Lindt offers premium quality products as well as also adopted the premium pricing strategy as it
has several competitors as when it comes about the product quality it is far superiors than others
and does not care about the rival brands (Marketing mix of Lindt, 2018.). The brand ensures the
loyalty of consumers as well as maintained pricing policy. Adults ,children loves the brand Lindt
as there is no change within the pricing policy. Lindt offers various shapes as well as sizes of the
products that can attract its consumers as well as sells as per the convenience of costumers in
terms of money (Bhalerao. and Deshmukh, 2015)
On the other hand cadbury offers products of high quality. The high prices products such
as Bournville while the low prices such as Five Star, Eclairs. The pricing strategy of the
marketing mix focuses on the competition, demands as well as various packages. They have also
several other options that is according to the size of the products (Fuseir. and Madanat, 2015).
They also mainly target the customers of the festive seasons and sets pricing according as the
consumers have an affinity to purchase them. They have the constant marketing that reach the
people of various buds and Health drinks such as Bournvita prices are also set to keep in mind
regarding the targeted consumers. cadbury uses the skimmed pricing strategy as cadbury puts its
cost at the same like other competitors within market. Firms also focuses on the Cost plus
pricing as it focused on the cost structure of the cadbury that are favored by the accountants as
they can suppose to be ore reliable and accurate (Bhalerao. and Deshmukh, 2015)..

Promotions
Lindt is brand that can takes several marketing plans as it can advertising its products
Earlier through the campaigns within print, visual and electronic medium within magazines,
television channels, hoarding ,billboards. Posters are also displayed at airports and on trains as
well as the shopping malls. Nowadays it can be done through the social media platform such as
through various websites ,YouTube ,Facebook page, Twitter account and Instagram. It also
realized that nowadays there is a huge impact of the celebrity so Roger Federer a tennis player is
the brand ambassador. He was caste in various campaigns and ads while promoting awareness
While on the other hand promotions of the cadbury is different as for Indians love sweet
thus they have Cadbury has a tagline '' kuch meetha ho jae'' that means lets have something
sweet. Cadbury celebrations has a strong base as the chocolates that can be brought is in bulk
that can be offered to the employees ,vendors or clients (Bhalerao. and Deshmukh, 2015). The
promotion of the cadbury can be done by the televisions, radios ,posters. Nowadays company
uses the Social media platform such as Facebook, YouTube ads ,twitter ,Instagram as cadbury
makes great efforts to makes ware of the people about its items. The firms has also several
brands ambassador for several types of the products so each and every items can be used to make
the impressions within the mind of people (Fuseir. and Madanat, 2015).
Place
The products of Cadbury are available all over the world .The cadbury has a huge impact
within the global market is due to the distribution channel the cadbury firm have. Firm has also
made assurity that the products are available to carter a large audience and also available all over
the World. The products of the Cadbury are available both in Rural and Urban areas. Cadbury is
known as the world-famous brand regarding its products. It has made its name in more than 200
countries all over the world. This represents that distribution channel of the Cadbury (Bhalerao.
and Deshmukh, 2015).
While Lindt is a well recognized brand as well as operated by 110 chocolates shops as
well a cafe spread all over the world that involves France, United states ,Brazil, South Africa,
Russia, Mexico,United Kingdom ,Mexico, Japan ,china , Germany and many more. Firm has
started its journey from all a small ship within Zurich and later it opened a factory within
Horgen. The success of the firms leads to the opening of second shop within Paradaplatz (Wu.
and 2018). The firm has also created a niche market regarding its Delicious products as well as

it operates currently with its headquarter base within Switzerland. Within the Year 1972 , Lindtz
introduced within new technology that aids n reducing the processing time of the creation of
chocolates by 90 %. It enhances the sales figures all over the market resulted in marketing
centers and distribution outside the Switzerland. The firm has expanded and diversified all over
European nations as well as United nations that able to set up twelve factories such as Austria,
France, United States, Germany, Switzerland, Italy and United States. Firm has also its
subsidiaries in various nations with sales as well as distribution firms within four continents. The
products are easily available at shopping malls, airports and lounges (Rahmani, Emamisaleh.
and Yadegari, 2015). Within the year 1988 ,Lindt has been also been active through websites and
also taking the orders for its products online.
CONCLUSION
From the above it had been concluded about the marketing mix of the two firm such as
cadbury and Lindt. As cadbury is to target age group from 5 to 10 yrs. old. Lindt is a Luxury
Swiss Chocolates Maker and target the people who are rich as well as elite. Lindt consists hard
shell as well as smooth filling chocolate Strawberries Such as cream 5 Pack while cadbury
products are based on the festive seasons such cadbury Dairy milk focuses into biscuits and ice
cream. Lindt offers premium quality products On the other hand cadbury offers skimmed pricing
strategy. Lindt and Cadbury both uses the social platform for their adverting the products
nowadays. Furthermore it focused Cadbury distribution products in more than 200 countries all
over the world. Lindt operated by 110 chocolates shops as well a cafe spread all over the world.

REFERENCES
Books and Journals
Bhalerao, V.R. and Deshmukh, A., 2015. Green Marketing: Greening the 4 Ps of
Marketing. International Journal of Knowledge and Research in Management & E-
Commerce, 5(2), pp.5-8.
Festa, G and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research, 69(5), pp.1550-1555.
Nuseir, M.T. and Madanat, H., 2015. 4Ps: A strategy to secure customers' loyalty via customer
satisfaction. International Journal of Marketing Studies, 7(4), p.78.
Rahmani, K., Emamisaleh, K. and Yadegari, R., 2015. Quality function deployment and new
product development with a focus on marketing mix 4P model. Asian Journal of
Research in Marketing, 4(2), pp.98-108.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Online
Marketing mix of Cadbury, 2017. [online] Available through :
<https://www.marketing91.com/marketing-mix-of-cadbury/>
Marketing mix of Lindt, 2018. [online] Available through :
<https://www.marketing91.com/marketing-mix-of-lindt/>

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