MG412 Coursework 1: Analysis of Cadbury and Lindt's 4Ps Marketing Mix

This report provides a comprehensive analysis of the marketing mix (4Ps – product, price, place, and promotion) for Cadbury Dairy Milk and Lindt Excellence chocolate bars. The report begins with an executive summary and introduction outlining the importance of the marketing mix in organizational success. The findings section delves into the target markets of both brands, comparing their approaches to customer segmentation and market positioning. It then examines the product strategies, highlighting the range of offerings, product quality, and brand value. The price strategies of both brands are discussed, considering their pricing policies and competitive positioning. The report also analyzes the place or distribution strategies, examining how each brand reaches its target consumers through various channels. Finally, the promotion strategies are compared, focusing on advertising, branding, and promotional activities. The report concludes by summarizing the key findings and comparing the effectiveness of the 4Ps for each brand, referencing relevant academic sources.

CW1 Individual Report The 4Ps
Marketing mix

EXECUTIVE SUMMARY.................................................................................................................................3
INTRODUCTION.......................................................................................................................................4
FINDINGS.....................................................................................................................................................4
Target market..........................................................................................................................................4
Products...................................................................................................................................................5
Price........................................................................................................................................................6
Place........................................................................................................................................................6
Promotion................................................................................................................................................7
CONCLUSION...........................................................................................................................................9
REFERENCES..............................................................................................................................................10

EXECUTIVE SUMMARY
Present report focuses on the marketing mix ( 4 Ps) of Cadbury and Lindt excellence
milk chocolate bars as both of Marketing mix is set of actions that are planned leads to success of
the organization and a perfect business plan. It focuses on Products, Prizes , Place and Promotion
strategy of both companies. Target market of companies is compared in this report.

INTRODUCTION
Marketing Mix is simply a mixture of such elements that are essential for every
organization, marketing activities and strategies need to be planned well hat consumers can get
attracted towards the brand. Marketing mix is most important part that aids to influence the
consumer’s consumption of product. Marketing mix is set of actions that are planned by the
organizations in set to promote their products & brand name. Right Marketing mix leads to
success of the organization and a perfect business plan.
FINDINGS
Target market
CADBURY DAIRY MILK BAR LINDT EXCELLENCE MILK CHOCOLATE
BAR
The organizations need to choose their
target market quit smartly so that they
can fulfill consumer’s demand and can
Maintain their business. Plus such targets
should be long term and sustainable
Among themselves (Hadiyati, 2016). Cadbury
has smartly targeted the age group between 5-
10 yrs for its product dairy milk bar. As
consumer that rely in this age group tend
to get more attracted to these kind of
chocolate bars and will be adding in
company’s revenue as well as fulfill these
Consumer’s satisfaction and needs. So
The target market of the Firm is the rich and
elite people, who do not think about the money
while purchasing the chocolates. As rich and
higher people are more targeted audience of
the firm as these are costly Swiss chocolates
and people who are not rich needs to think
about while purchasing ,so people who are able
to buy such chocolates are rich as well as elite
people (Hadiyati, 2016)

targeting this age group is always going
To be profitable for the company. And
demand of Cadbury dairy milk bar has
increased, now it not only preferred by
kids but adult as well. Adults like to
celebrate small occasions with
chocolates; So Cadbury’s product is and
Will always be in demand.
Products
CADBURY DAIRY MILK BAR LINDT EXCELLENCE MILK CHOCOLATE
BAR
Every organization in the beginning
launches one product and if it is liked by
the customer, they will start multiplying
The same. Same goes with Cadbury they
stick to one point that they will always
offer something sweet to their
customers. So by maintaining with
consistency Cadbury brought different
elements and flavors, basically twist in
their original item (Hadiyati, 2016)
. Like dairy milk fruit &
nuts, Dairy milk Crackle and so on. The
base is same milk chocolate. In this way
the consumer v won’t get bored with
only thing, but now they can simply
Enjoy new flavors the different elements.
Where other brands have one or two
Items Cadbury has a big line of products.
Different items attract the customers
Firms like Lindt can offers the chocolates a
wide varieties for the consumers as it is dark
chocolates and milk chocolates such as
EXCELLENCE Roasted Hazelnut and
EXCELLENCE Crunchy Cocoa several colrs
flavourde chocolates such as r Strawberries &
Cream 5 Pack, Lindor Milk 5 Pack, Lindor Sea
Salt Caramel 5 Pack, Lindor Fruit Collection
Gift. They also have the chocolates that have
no sugar added. Such as Lindt No Sugar Added
Milk Chocolate. All its items are having
amazing quality, as brand value of this item is
great and its packaging is very good.

and they can be appealing for different
age group as well. Quality of product is very
good, people like its test and they like to have
it frequently.
Price
CADBURY DAIRY MILK BAR LINDT EXCELLENCE MILK CHOCOLATE
BAR
Price plays the most important role for a
product and the brand. Because people
or consumer are so smart that they can
simply identify that whether they are
being fooled, and they want best price
for everything. Cadbury is using value
added pricing strategy for its product
that means they have different prices for
their unlike products that is simply fair
for the consumer’s. The company’s has
won the trust of people around the globe
and it can be seen on their sales figure
Simply. Reasonable price and high quality
of chocolate bars and other products by
Cadbury has helped the company in
sustaining and in maintaining the loyalty
of their old customers and they have
Earned new ones as well.
It plays one of the most vital role regarding the
brand as well as product. The product quality
of its much superior than other available
chocolates within market. The loyalty is the
costumer depends maintained the pricing
policy as the higher pricing distinguish the
person businessman form the normal people.
As adults, child all loves the Lindt products
and hence thee is no change within the of the
pricing of the product (ackson. and Ahuja,
2016). It also offer various shapes as well as
size regarding products so that it can easily
attract its consumers as well as sell them as per
the convinces of the buyers in terms of money
as it targets audiences who are rich. It has
competitive pricing strategy that helps business
in remaining in market and be competitive.

Place
CADBURY DAIRY MILK BAR LINDT EXCELLENCE MILK CHOCOLATE
BAR
This element of marketing is crucial as if
the product is out but is not available to
Multiple people then it is not worth it.
The distribution of the company
(Cadbury) is amazing & widespread. It is
available all around the world and it is very
commonly found in cities In urban areas it is
very easily found comparatively to the rural
areas but there is a reason as in rural areas the
demand of such products are also week.
The product of Cadbury is presented and
Available in 200 countries (Roberts,
Kayande . and Stremersch, 2019). The
company
has large number of distributors and
Cadbury has strong presence in the
market already that has helped the
company in generating revenue. The
Cadbury products are so common that
one can find them very close to their
home in nearby retail shops(ackson. and
Ahuja, 2016).
It uses wholesale and retail distribution
network to reach to end user, by using this
tactic firm has captured large market.
.
Lindt is also recognized brand as well as
operates through via four hundred as well as
café spread as well as ten chocolate shops all
around the world such as Japan, South Africa,
Russia, Canada, Mexico, France as well as
United Kingdom. It presented as well as
available more than 150 nations (Abril. and
Rodriguez-Cánovas, 2016)
. It started its journey from a small
confectionery shop in Zurich and later opened
a factory in Horgen. The success led to the
opening of a second shop in Paradeplatz. With
time the company created a niche market for its
delicious products and currently operates via
its headquarters base at Kilchberg in
Switzerland.
This has direct distribution channels where
firm sells its products online and through
retailers as well. It makes contact to end users
directly that helps the firm to know more about
their products and services.

Promotion
CADBURY DAIRY MILK BAR LINDT EXCELLENCE MILK CHOCOLATE
BAR
Promotion helps the organizations in
making the product available in the
market and helps in reaching out to the
end consumers of the product.
And here Cadbury has a global presence and
has maintained its position very well. The
promotional policies of Cadbury are
really strong that has attracted many
consumers and increased the sales figure
of the product. It has a different brand
Name for its product. The packaging of
the product with purple color has made
it distinguishable & iconic (Abril. and
Rodriguez-Cánovas, 2016)
. The company has used advertising like
celebrity endorsement to communicate the
features of its products to large audiance. Ads
on social media,
television and radio are very common
examples of the Cadbury products. “Kuch
Meetha Ho jaye” is the line used by
Cadbury in promoting their products.
It aids the firms to the making their products
recognseable to the people of that nation or all
over the world. Lindt promotes their products
al over the world as they can use social media
platform for their advertisement such as
provides the advertisement on the YouTube,
Face book pages and also promotes their
products by the help of the instagram videos.
They also promote their products by
celebrities. They also uses the old traditional
methods such as T.V ads as well as Radio so
that the products can be recognized by the
larger number of the audiences (Solimun. and
Fernandes, 2018). The firms also advertises by
the advertisement that can be shown through
electronic, print and visual medium within
magazines, televisions channels ,billboards as
well as hoardings. Posters are also displayed on
airports, Trains as well as big shopping malls.
Lindt is also super active through Facebook
page, Twitter as well as Youtube account.
Celebrity such as Roger Federer as he is a
tennis player as well as brand ambassador.
They also promotes the brand awareness
among all the consumers.

CONCLUSION
From the above it had been summarized that Cadbury has smartly targeted the age group
between 5 to 10 yrs rich as well as elite people. Cadbury dairy milk bar has increased targeting
this age group be profitable dairy milk fruit Dairy milk Crackle and so on. Cadbury has a big line
of products. Marketing mix strategy of firm always support business in gaining attention of large
audience. Use of social media is supportive element to raise number of consumers and reach to
large audience to raise revenues. Different items attract the customers while Lindt can offers
EXCELLENCE Roasted Hazelnut. It focuses on Cadbury is using value added pricing strategy
for its product. It also focused on the promotional strategies such both of them used the
Facebook , Youtube and various other social platforms. Cadbury Tag line in India such as “
Kuch Meetha ho jae” means have something sweets.

REFERENCES
Books and Journals
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European Journal of Management and Business Economics, 25(3), pp.168-175.
ackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186..
Hadiyati, E., 2016. Study of marketing mix and AIDA model to purchasing on line product in
Indonesia. British Journal of Marketing Studies, 4(7), pp.49-62.
Roberts, J.H., Kayande, U. and Stremersch, S., 2019. From academic research to marketing
practice: Exploring the marketing science value chain. In How to Get Published in the
Best Marketing Journals. Edward Elgar Publishing.
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.