This report presents a comparative marketing analysis of two prominent confectionery brands: Cadbury Dairy Milk and Lindt 'Excellence' Milk Chocolate Bar. It begins with an executive summary and table of contents, followed by an introduction providing background information on both brands, including their history, global presence, and financial performance. The report then delves into a detailed examination of each brand's target market, product strategies, pricing, distribution, and promotional activities, applying the principles of the marketing mix (4Ps) and STP analysis. The findings section highlights the marketing characteristics of each brand, comparing and contrasting their approaches to identify competitive advantages. Cadbury's diverse product range, pricing strategies, and promotional efforts are contrasted with Lindt's focus on premium quality, skimming pricing, and unique distribution channels. The report concludes by summarizing the key differences and similarities in their marketing approaches and suggesting potential areas for development, such as expansion strategies and increasing customer base through innovation. References and an appendix are included to support the analysis.
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