Marketing Principles: Cadbury Dairy Milk and Lindt Excellence Bars

This report provides a comprehensive analysis of the marketing strategies employed by Cadbury Dairy Milk and Lindt Excellence chocolate bars. It utilizes the STP (Segmentation, Targeting, and Positioning) framework to identify market segments, target audiences, and brand positioning strategies f...Read More

Principles of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Target Market.........................................................................................................................3
Product/Brand.........................................................................................................................4
Price........................................................................................................................................6
Place (Distribution)................................................................................................................7
Promotion...............................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERNCES:................................................................................................................................10
Books and Journals:..............................................................................................................10
Online:..................................................................................................................................10

INTRODUCTION
Marketing is an important business function that goes beyond commercial activities in a
company. It has several positive implications on the business that are not limit to the profits but
goes beyond it. Marketing defines a set of actions that a company undertakes to attract its target
customers towards firm's offerings through high-quality messaging (Biletska, 2021). This
assessment is based on the marketing mix in which two companies are compared with their 4Ps'.
These organisations are “Cadbury Dairy Milk Bar” and “Lindt 'Excellence' Milk Chocolate Bar.
It also covers target market of the respective organisations.
TASK
Target Market
Segmentation, targeting and positioning refers to a three-step process that enables for the
development of a certain and actionable marketing strategy.
Segmentation: It is a process of segmenting customers based on their identifiable
common and distinct characteristics in the market. It covers different market segments such as
demographic, behavioural, geographic and psychographic.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
Demographic segmentation: Cadbury focuses
on the all age groups (from children to youth
and old age people).
Geographic segmentation: It covers both rural
and urban areas.
Demographic segmentation: It focuses on the
age group of 25-31.
Geographic segmentation: It mainly covers
urban areas (Cowley, Humphrey Jr and Muñoz,
2021).
Targeting: A target market defines a group of people who have similar features that an
organisation has found as potential user for their goods and services. By knowing the target
market, a company can make better decision-making, involving its packages, designs and
commercialises its product. It is broadly categorised by income, age, location, lifestyle, interests,
hobbies, careers and many more.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar

It targets all types of customers (children to
youth and middle age people).
The product prices are low in this category.
They are targeting those consumers who are
ready to pay premium prices.
They are targeting users with 25-31 old age.
Positioning: In this step, a company consider the position of their goods and services that
will create opportunities in order to meet the desires and needs in the marketplace (Fauzi and
Suryani, 2019).
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
It involves high brand positioning in the
market. They use different tools of marketing
to positioning itself in the market. For instance,
search intent as seekers type keywords when
the scrutiny the products they are interested in.
Cadbury also focuses on the digital marketing
very well.
This company put its energy to differentiate the
brand from its competitors by facilitating fine
tasting and high quality chocolates. Also, they
uses gold in the brand's logo (Humphrey Jr,
Laverie and Muñoz, 2021).
Product/Brand
The five levels of product are based on the Levitt's model. It explains an art of
differentiation. Each upper level involves the previous ones. This model says that innermost
level is the core benefit which refers to need of consumer that must be satisfied.

 The first layer refers to the general product that has only traits required to fulfil the core
benefits.
 The second layer refers to the expected product which has the common attributes and all
the traits that a consumer usually expect (Koval and et.al., 2019).
 The third layer refers to augmented product that exceeds customer expectations.
 The fourth and last layer refers to the potential product which involves original traits that
actually differentiate the offering.
While comparing the two brands and using Levitt's model, Cadbury Dairy Milk Bar
comes in the second layer i.e. expected product because this product has all the general
characteristics and attributes that satisfy the need and expectations of the consumer. On the other
side, Lindt 'Excellence' Milk Chocolate Bar is a premium product that comes in the fourth layer
i.e. potential product which differentiate the brand's offerings in the market.
Aaker's brand personality framework is a proven framework that assists a brand to
mould the way consumer feel about their offerings, goods, services or mission. The brand
personality of the company elicits an emotional response in a certain segments of customer in
order to inciting positive actions that provides the benefits.

In context of Cadbury, the brand comes in the sincerity as it provides many products that
are affordable and value the money of consumers. While, Lindt 'Excellence' Milk Chocolate Bar
comes in sophistication category as it highly focuses on the upper class segment and provides
product to them at premium prices.
Price
Prices defines the cost which is paid by the consumer. Marketers of both the companies
must relate the product price to the real and perceived value, but they also must think seasonal
discounts, supply costs, competitors' prices and so on. Most of the companies raise the prices of
their products in order give them a luxurious appearance (Myslivcová, 2019). While, on the other
side, some of them reduce the prices so more customers can try and use the item.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
The company uses different pricing strategies
for each category of their product. In case of
Cadbury Dairy Milk Bar, they are using
This company faced a fluctuating market share
as the market of chocolate is an oligopoly
market and this brand is one of the top players

economy pricing strategy in order to appeal to
a broad audience. It is also depends on the size
of the product. For instance, Cadbury prices for
110 gm is Euro 0.98.
in the market. The prices are premium than its
competitors as they are using the premium
pricing strategy. The prices are dependent on
the its size. The brand sells its product both in
online and offline stores. For instance, Lindt
prices for 100 gm chocolate is Euro 1.50.
Place (Distribution)
When an organisation makes decision in context of places, they are focusing on the
aspects where they should sell a good or service as well as how to distribute the item to the
market. The aim of marketers is always to get their goods in front of the customers that are most
likely to purchase. In some cases, companies like to placing an item in specific stores, but it also
likes to place a product on an particular store's display. In some cases, placements may include to
the act of including an item in films, television shows or even web pages with an intent to garner
attention for the offerings (Torresi, 2020).
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
Cadbury has spread its business throughout the
world. The only reason that it has a huge
impact in the worldwide market is just because
it has a good distribution system. It has make
sure that their items are available throughout
the world. It covers both rural and urban areas.
It has equal presence in the online and offline
stores. It is available in the retail outlets,
groceries, stores and many more. The
following is the image where a girl shops her
favourite dairy milk chocolates from Tesco
retail stores.
Being an old organisation, it has faced several
challenges in order to expand their business
throughout the world on a larger scale.
Challenges such as economic crises, world
wars and many more. The company diversified
and expanded it business across United states
and European countries. Not only in offline
stores, they also take online orders via several
mediums (Lindt Marketing Strategy &
Marketing Mix (4Ps), 2017). As per the current
situation, it reached more than 100 countries
throughout the globe. The brand placed itself
as the “Luxury Swiss Chocolate Maker”, and
they targeted their customers who are are

affluent and high class. It is also studied that
Lindt products are available at the airport,
shopping malls, lounges and many luxury
products.
Promotion
Promotion includes various activities in terms of public relations, email marketing,
advertising and promotional strategy. The objective of promotion is to reveal to audiences why
they require it and why they should pay a particular amount for it (Cull, Burton and Lam, 2020).
Marketing experts tend to tie placement and promotion elements altogether so they can reach
their potential customers. For instance, in the age of digital, the “promotion” and “place” factors
are as online and as they are offline.
Cadbury Dairy Milk Bar Lindt 'Excellence' Milk Chocolate Bar
This brand has a wide category of methods to
promote itself. They use several marketing
strategies in the marketing mix is done via
newspapers, posters, television, radio, online
and many more. They put high energy to make
its item reach the customers and make the
users aware of the products.
This company engages itself in print
marketing as well as online marketing. They
have posters on trains, airports, displays, big
shopping centres throughout the globe. They
also broadcast videos via TV, moreover, they
have set ups throughout premium shopping
malls and airports.

CONCLUSION
It has been concluded that marketing is one of the major functions of business that
focuses on the promotion of business and its products and services. In this report, STP approach
is used to identify the market segments of business, target market and how the brand positions
itself. The marketing-mix is used to examine the 4Ps of “Cadbury Dairy Milk Bar” ans “Lindt
'Excellence' Milk Chocolate Bar”.

REFERNCES:
Books and Journals:
Biletska, I., 2021. Substantiation of Elements and Structure of Organizational and Economic
Mechanism of Internet Marketing For Developing Tourism Enterprises on Innovative
Principles. Індустрія туризму і гостинності в Центральній та Східній Європі, (1),
pp.18-25.
Cowley, S., Humphrey Jr, W. and Muñoz, C., 2021. Industry Certifications in Digital Marketing
and Media Education: An Examination of Perceptions and Use Among
Educators. Journal of marketing education, 43(2), pp.189-203.
Cull, M., Burton, S. and Lam, R., 2020. Ethics in Financial Products Marketing. The SAGE
Handbook of Marketing Ethics, p.301.
Fauzi, A. A. and Suryani, T., 2019. Measuring the effects of service quality by using CARTER
model towards customer satisfaction, trust and loyalty in Indonesian Islamic
banking. Journal of Islamic Marketing.
Humphrey Jr, W., Laverie, D. and Muñoz, C., 2021. The use and value of badges: Leveraging
salesforce trailhead badges for marketing technology education. Journal of Marketing
Education, 43(1), pp.25-42.
Koval, V. and et.al., 2019. The role of interactive marketing in agricultural investment
attraction. International Multidisciplinary Scientific GeoConference: SGEM, 19(5.3),
pp.877-884.
Myslivcová, S., 2019. Personální marketing v řízení lidských zdrojů.
Torresi, I., 2020. Translating promotional and advertising texts. Routledge.
Online:
Lindt Marketing Strategy & Marketing Mix (4Ps), 2017. [Online] Available through:
<https://www.mbaskool.com/marketing-mix/products/17512-lindt.html>