Comparative Marketing Report: Cadbury Dairy Milk vs. Lindt Excellence

This report provides a detailed comparison of the marketing strategies employed by Cadbury Dairy Milk and Lindt Excellence, focusing on their respective marketing mixes (4Ps). It analyzes their target markets through STP (Segmentation, Targeting, and Positioning) analysis, brand models (Levit's Model and Aaker's Brand Personality Model), pricing strategies, distribution channels, and promotional activities. Cadbury targets a broad demographic with affordable pricing and widespread distribution, while Lindt focuses on a niche market with premium pricing and exclusive distribution. The report concludes with recommendations for both companies, suggesting that Lindt expand its product range to cater to medium-income groups and Cadbury explore innovative product opportunities to enhance profitability. This document is available on Desklib, a platform offering a wealth of academic resources for students.

Principles of Marketing

Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Findings.......................................................................................................................................4
CONCLUSION AND RECOMMENDATIONS..........................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as a business practice which is known for elevating the sales of the
organizational offering by encouraging and stimulating the growth of goods and services of the
firm within the marketplace (Aurier and Mejía, 2021).The project highlights upon the
comparison between two products of different organization on the basis of their marketing mix
i.e. 4P’s of marketing. Cadbury Diary Milk Bar will be compared with Lindt Excellence in order
to ascertain and analyse the specifications and value generated by these brands to sustain in the
market.
TASK
Findings
 Target Market
In order formulate and implement a profitable and actionable strategy, it is necessary for the
business firm to facilitate the inclusion and implementation of STP Analysis.
 Segmentation
It focuses on the division of the customers into multiple groups which showcases the
similar features and characteristics.
Cadbury Cadbury majorly adopts demographic segment wherein it
divides its market on the basis of age. It has variety of
products for each age group. The company also includes
psychographic segment as it appeals to the customers who are
fond of consuming delicious chocolates at reasonable rates.
Lindt Lindt capitalizes on demographic segmentation. It segments
the consumers on the basis of income. The firm approaches
high level income groups. It also take into consideration
behavioural segmentation with the perspective that the
customers who wants to consume rich and luxury chocolates
will continue to purchase the offering from the firm.
 Targeting

Once the segments are defined, it becomes very necessary for the organization to identify
the target market so as to position the production services for the same. Targeting ensures
that the profitable segments are targeted in the best manner possible so as to generate
maximum amount of sales and revenue from the same.
Cadbury Cadbury targets the kids, middle age group, adults as well as
older age groups. The organisation aims to target each and
every scale of market in order widen its customs reach
(Mintz, Gilbride, Lenk and Currim, 2021).
Lindt The firm targets the niche market. Lindt focus on satisfying a
particular section of the market which can afford its premium
offerings.
 Positioning
Positioning can be characterised as a step of the respective analysis in which the products
and services are placed within the market in an interesting and desirable manner. It is a
critical aspect as positioning assist in communicating the features and value of the goods
and services in the target market market.
Cadbury Cadbury relies upon advance and stimulated supply chain
mediums, PR activities, TV commercials, social media
platforms, retail stores etc. so as to position its offering
within the market area.
Lindt Lindt optimizes upon it’s official website, social media
handles, premium stores and confectionery outlets in order to
place its products in an appropriate manner.
 Product/Brand
Levit’s Model
Cadbury Cadbury dairy milk bar is enriched with pure milk from
Ireland and specific regions of Britain. The chocolate bar

consist of splendid ingredients such as cocoa butter,
emulsifiers, shea butter etc. The shape of the concerned
product is vertical with square shaped cut outs within the
same. The colour of the product is dark brown. It is packed in
a blue wrapper in which the brand name is highlighted in
white colour (Lahtinen, Dietrich and Rundle-Thiele,
2020).Cadbury incorporates a highly skilled and competent
workforce which responsible for the firm’s benchmarking
profits and pathbreaking promotional antics.
Lindt Lindt Excellent Milk Chocolate Bar is infused with enriched
creamy flavor which smoothly melts and is blended with
extravagant taste of milk and cream flavour. The product has
a rich texture and taste which is extremely delightful for the
customers. It includes rich dairy ingredients with caramel and
honey extracts. The finest cocoa texture also adds up to the
supremacy of this extravagant chocolate. The packaging of
Lindt chocolates is very premium and exotic. It is highly

attractive in comparison to Cadbury. The workforce of the
chosen firm is remarkable. They are able to live upto the
supreme expectation of their loyal customers in an optimal
and successful manner.
It can be stated that the emotional quotient of Cadbury Dairy Milk bar is higher in comparison to
the Lindt chocolates as the company tries and capture the trust of its buyers by facilitating quality
products at affordable prices (O'Connell, 2020). When it comes to celebration, the first
chocolate brand which comes into the mind of the consumers is Dairy Milk. The brand is well
recognised and caters to each section of the society irrespective of their income scale. The
relatability set by the brand among the consumers is phenomenal.
Aaker’s Brand Personality Model
It can be termed as a model which helps to determine the personality of a specific brand which
denotes value, vision and culture of the same.
Cadbury falls under the category of an excited and competent brand which always come up with
creative ideas and strategies to satisfy its consumer. The firm is known for its attractive tag lines
and interesting strategies. Whereas, Lindt comes under the dimension of sophistication and
sincerity as it’s existence is based upon serving to a sophisticated market which is very niche and
superior (Yuwei, 2021). The fact that company is able to survive from the Era of World War to

the present times can be considered as a remark for its sincere attempt to accomplish the desires
of its customers.
 Price
Cadbury Cadbury milk chocolate bar is sold at economical price range
in order to cater to all the segments. The offering is affordable
by lower, moderate and higher income groups. The chocolate
milk bars which are small in size are sold at lower prices in
comparison to the higher size chocolate bar. The Cadbury
Dairy Milk bar are also offered in bundles and gift packs
which are price that premium ranges as well. Therefore, it
can be stated that the price of the offering depends upon the
quantity.
Lindt Lindt has selected premium pricing policy as it clearly offers
its products to the niche market segments.. The respective
product of the concerned brand is very expensive which
cannot be afforded by an individual with low income. The
prices demanded by the respective brand is very higher in
comparison to its competitors such as Cadbury (Torrico, et.al,
2021).The reason for the same can be stated as the
consideration that Lindt operates in an oligopoly market
where in it lays its focus upon specific customer segment.
 Place
Cadbury Cadbury is a firm that believes in worldwide distribution
of its production services. The Cadbury Dairy Milk
chocolate bar is available in almost majority of regions in
the world. The company distributes its products in local as
well as international market in order to acquire economies
of sale. Also, the demand for the Dairy Milk bar is very
high among local regions as well because the brand is

highly popular within the same. The company usually
adopts the three tier distribution approach wherein the
products are provided by manufacturers to the selected
wholesalers and then retailers purchase the products in bulk
from these wholesalers in order to make the product
available to the ultimate consumers.
Lindt Lindt has its distribution channels scattered in numerous
countries across the globe such as UK, China, Spain,
Switzerland, Brazil, Canada, Africa etc. The subsidiaries
formulated by the company in several countries has helped
the same to widen it supply chain network which further
assisted the firm to facilitate its goods and services in a
broader scale of market (Ullah, et.al, 2021). Luxury outlet,
premium stores, Airports etc. are few of the distribution
channels of the company. In addition to the same. The
brand also cater its specific products on online websites
through which customers can purchase its offering at
discounted prices.
 Promotion
Cadbury Cadbury is a smart enterprise which formulate its promotional
strategies in accords with diverse market segments. It no
promotes emotional transparency within its campaigns and
advertisements in order to connect with the customers in an
up close and personal manner (Wichmann, et.al, 2021).The
concerned organization leverages upon social sites, digital
platforms, newspapers, magazines, brochures, celebrity
endorsements etc. so as to elevate the marketing process of
the brand and acquit maximised benefits within the
marketplace.

Lindt Lindt promotes its products through capitalization of visual,
digital and print medium. The firm utilises various forms of
marketing such as billboard advertisements, magazine
mentions, Holdings and TV ads. Social media platforms such
as Facebook, Twitter, Instagram etc are also taken into
consideration by the firm in order to interact, engage and
persuade target consumers towards the organisational
valuable servings.

CONCLUSION AND RECOMMENDATIONS
From the above conducted discussion, it can be summarised that both the brands emphasise
upon the quality of their products in order to win the trust and faith of consumers. The
marketing mix of both the enterprises depict that they invest much needed time and efforts in
designing, packaging, pricing, distribution and promotion of their products. It is suggested to
Lindt to formulate a product range for lower to medium income groups in order to expand its
market share. Cadbury is recommended to tap into innovative business opportunities by
exploring and experimenting with new chocolates in order to acquire higher profitability within
the marketplace.

REFERENCES
Aurier and Mejía, 2021. The differing impacts of brand-line breadth and depth on customers’
repurchasing behavior of frequently purchased packaged goods. Journal of the Academy of
Marketing Science, pp.1-23.
Lahtinen, Dietrich and Rundle-Thiele, 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of Social
Marketing.
Mintz, Gilbride, Lenk and Currim, 2021. The right metrics for marketing-mix
decisions. International Journal of Research in Marketing, 38(1), pp.32-49.
O'Connell, 2020. Generic Super Heroes: Can They Exist?. The Comics Grid: Journal of Comics
Scholarship, 10(1), pp.NA-NA.
Torrico, et.al, 2021. Virtual reality environments on the sensory acceptability and emotional
responses of no-and full-sugar chocolate. LWT, 137, p.110383.
Ullah, et.al, 2021. Governance disclosure quality and market valuation of firms in UK and
Germany. International Journal of Finance & Economics, 26(4), pp.5031-5055.
Wichmann, et.al, 2021. A Global Perspective on the Marketing Mix across Time and
Space. International Journal of Research in Marketing.
Yuwei, 2021. Development of the marketing strategy of the commercial company.