MG412 Coursework 1: Comparing Cadbury and Lindt Marketing Mix

This report provides a comparative analysis of the marketing mix (4Ps) of Cadbury Dairy Milk and Lindt Excellence chocolate brands. The introduction outlines the significance of the 4Ps (product, price, place, and promotion) in achieving marketing success. The main body delves into each elem...Read More

The 4P's Of
Marketing Mix

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Target Market...........................................................................................................................1
2. Product.....................................................................................................................................2
3. Price.........................................................................................................................................2
4. Place.........................................................................................................................................2
5. Promotion.................................................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................2

INTRODUCTION
The marketing principles of an organisation consists four elements which are product,
price, place and promotion. This principle of marketing leads to achieve success and stability to
compete with its rivalries (Dang, 2014). It leads to maximise revenue with profit-margin. In this
project, two branding companies are selected which are Cadbury Dairy Milk Bar and Lindt '
Excellence ' Milk Chocolate Bar. The brand value of Cadbury Dairy Milk Bar is reliable and
qualitative whereas for Lindt ' Excellence ' Milk Chocolate Bar it is luxurious and rich in
chocolate.
MAIN BODY
1. Target Market
This is referred as targeting the segmented market for brand positioning to attract more
consumers with enhancing market share to achieve success. This target market plays the major
role as they are considered the king for an organisation which demands to minimise cost at
qualitative product to satisfy their needs. It is further described in three categories which are as
follows:-
 Segmented market:- This is referred as the process to segregate the market for specific
consumers with their need and desire of product. These are the end-users who have
similar interest for the particular good. The website for Cadbury Dairy Milk Bar is
www.cadbury.co.uk whereas the website of Lindt ' Excellence ' Milk Chocolate Bar is
www.lindt.com. The segmentation of Cadbury Dairy Milk Bar brand by targeting from 5
to 50 age group, focusing on both male and female gender. It's personal disposable
income is targetted on social class of medium level which are able to pay its cost. Level
of education for Cadbury Dairy Milk Bar brand is the bargaining power of buyers (Fan,
Lau and Zhao, 2015). Each stage of family background can consume the product
according to their satisfaction level. The Lindt ' Excellence ' Milk Chocolate Bar imply
market segmentation from 18 to 64 age group, focus on women as they consume 70%
more times than men with increase in personal spendable income level of consumers.
Upper level consumers of society have the capability for easily expensing on chocolate.
Many cocoa farmers are illiterate so they don't focus on education level. Family including
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grandparents, parents, teenagers, children, etc., all stages of life cycle purchase chocolate.
Different lifestyles of consumers does not affect its demand and supply.
 Targeting market:- It is described as specific group of total market which are
differentiated for their particular demand (Festa and et.al., 2016). The Cadbury Dairy
Milk Bar focus on their target market for 5 to 10 age group which usually consume more
chocolate as it is real source of joy whereas Lindt ' Excellence ' Milk Chocolate Bar have
target market for women of 35 to 64 age group as they are rich and elite to consume.
 Positioning market:- It is referred as the ability to attract the mind of consumers which
leads to increase in sale and profits of an organisation with high satisfaction level. The
Cadbury Dairy Milk Bar position their brand to consumers by providing them 3D
experience in enjoying premium whereas Lindt ' Excellence ' Milk Chocolate Bar
position itself as Luxury Swiss for the consumers who are not money minded and
demand high- quality products.
2. Product
It is the object or good produced by business to satisfy need and wants of its end-user.
Product is explained on the basis of Levitt's model which consists of the following factors are
potential, augmented, expected, generic and core benefit. It is implied by organisation in
rectification of errors (Ke and Li, 2015). The Cadbury Dairy Milk Bar is shaped on its core
benefit factor in positioning its product 3D experience to consumers in enjoying premium . The
iconic colour of Cadbury is purple synonymous with its brand. Lindt ' Excellence ' Milk
Chocolate Bar concentrates on potential element for its irresistible smooth feeling. It's brand
package is cute and colourful enough to make it easier for its target market to distinguish. The
colour scheme of Lindt ' Excellence ' Milk Chocolate Bar is palette in colour. The Cadbury Dairy
Milk Bar focus on emotional function by mostly consumed on festivals which creates strong
bonding among each other whereas Lindt ' Excellence ' Milk Chocolate Bar plays functionally
useful role for consumers by providing employment and emotionally through luxurious and
smooth chocolate. The Aaker's brand personality framework is classified on ruggedness,
sophistication, rigid and sincerity which explore the brand through positioning and promoting.
The Cadbury Dairy Milk Bar focus on sincerely branding personality which provide consumers
qualitative product whereas Lindt ' Excellence ' Milk Chocolate Bar branding personality targets
in implying rich chocolate for its end-users.
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3. Price
It is referred as the exchange of wants in terms of monetary transactions. As the
consumers are charged amount for their satisfaction level on a product through manufacturers.
The market price of Cadbury Dairy Milk at stores have growth whereas for Lindt ' Excellence '
Milk Chocolate Bar is less (Putri, Zakaria and Sutopo, 2015). These rivalries are Mars/ Wrigley,
Hershey, Nestle, etc., which compete with one another for its sustainability. The various
categories of pricing strategies are competitive rating, value-based pricing, skimming price, cost
plus valuation, penetration pricing. These are classified for the two chocolate bars:-
Cadbury Dairy Milk Bar Lindt ' Excellence ' Milk Chocolate Bar
It analyse the chocolate pricing with competing
to its competitors which attracts consumers to
satisfy their demand at least price. Objective of
setting pricing strategy is to enhance market
share.
It examine the packing and labelling of its
products with various styles in positioning the
mind of target market from its rivalries. It
objective for setting price is to enlarge the
number of consumers.
Cadbury Dairy Milk Bar apply the skimming pricing strategy as they position their brand
to kids which attracts them to purchase at any price whereas Lindt ' Excellence ' Milk Chocolate
Bar focus on competitive pricing strategy as they don't care about competition as they produce
superior chocolate. The pricing strategy plays very dominant role in target accomplishment for
an organisation.
4. Place
It is explained to distribute the finished products to their consumers through various
supply chain. It is the process which removes the hindrance of place for its consumers. This
distribution channel is categorised on the basis of direct and indirect chain. The Cadbury Dairy
Milk Bar have broad channel for in-line store market to capture the whole market whereas Lindt '
Excellence ' Milk Chocolate Bar have high hiring from on-line store market as it target rich
consumers who are able to shop online. The Cadbury Dairy Milk Bar is previously luxury
product in capturing mass market whereas the Lindt ' Excellence ' Milk Chocolate Bar is
luxurious for its smooth chocolate (Samanian and Khosropanah, 2017). Brand value of Cadbury
Dairy Milk Bar is consumer loyalty and support which are regular buyers of the product whereas
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the brand value of Lindt ' Excellence ' Milk Chocolate Bar is to foster in positioning of product
to its customers about the product. The direct and indirect are most important for organisation to
meet the desires of target market. Consumers used to purchase the product from in-line stores as
they are made aware about the product consumption and the suppliers know about their choice
which makes easy to select their desired product. It is beneficial for end-users to purchase form
retail stores which also give them opportunity to bargain while purchasing in bulk.
5. Promotion
This is the process which acknowledge target market about their product through its
positioning on advertisements, posters, events, etc., which maximise revenue and profits of an
organisation. Traditional communication systems are TV, newspapers, mobile, magazines, etc.
The Cadbury Dairy Milk Bar use traditional communication method for its promotion to meet
the demand of consumers by achieving their level of satisfaction whereas the Lindt ' Excellence '
Milk Chocolate Bar use discounting or free sample when purchased on bulk with saying “Buy
one get one free,” which attracts them to purchase more of qualitative products (Wasan and
Tripathi, 2014). This promotion is the ability for organisation to maximise its sale with profit-
margin. The Cadbury Dairy Milk Bar focus on affordable prices that can be paid by its middle
class consumers for their satisfaction level whereas the Lindt ' Excellence ' Milk Chocolate Bar
focus on hygienic and healthy chocolates as the rich consumers are health conscious and prefer
luxurious and smooth cocoa beans.
CONCLUSION
From the above discussion it has been concluded that marketing mix elements are very
essential for organisation in accomplishment of goals and objectives. The business maximise its
revenue and profits by segmenting, targeting and positioning the market which attracts more end-
users to purchase products. The elements of marketing mix are described which are product,
price, place and promotion.
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REFERENCES
Books and journal
Dang, T., 2014. The success of applying marketing mix 4Ps in Vietnamese dairy industry:
Vinamilk–a typical case.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
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.
Ke, H. and Li, L., 2015, March. Research on the development of Chinese market based on 4Ps
marketing mix. In 2015 International Conference on Education Technology,
Management and Humanities Science (ETMHS 2015). Atlantis Press.
Putri, A. S., Zakaria, R. and Sutopo, W., 2015, November. Pre-test market models for acoustic
panel. In Proceedings of the Joint International Conference on Electric Vehicular
Technology and Industrial, Mechanical, Electrical and Chemical Engineering (ICEVT
& IMECE). (pp. 194-199). IEEE.
Samanian, M. and Khosropanah, A., 2017. A study of the application of marketing practices in
the provision of the information services based on 4Ps marketing mix model. Case
study: academic libraries in North Khorasan Province. Qualitative and Quantitative
Methods in Libraries. 5(4). pp.755-775.
Wasan, P. G. and Tripathi, G., 2014. Revisiting social marketing mix: a socio-cultural
perspective. Journal of Services Research. 14(2). p.127.
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