MG412 Principles of Marketing: Cadbury and Lindt Brand Analysis

This report provides a comparative analysis of Cadbury and Lindt Chocolate, focusing on the application of marketing principles. It examines the target markets of both companies, noting Cadbury's focus on a younger demographic and Lindt's targeting of a more affluent consumer base. The report further dissects the 4Ps of the marketing mix—product, price, place, and promotion—for each brand. It highlights Cadbury's diverse product range, economy pricing, and mass marketing distribution, contrasting it with Lindt's premium pricing, luxury brand distribution, and emphasis on high-quality ingredients and emotional brand connections. The analysis concludes that both companies effectively utilize the marketing mix to cater to their respective target audiences, with recommendations for Lindt to potentially reduce costs through inventory management and raw material sourcing. Desklib provides access to this and many other solved assignments for students.

MG412 Principles of
Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
FINDINGS.......................................................................................................................................1
1) Comparison of Target Market............................................................................................1
2) Product...............................................................................................................................2
3) Price....................................................................................................................................4
4) Place...................................................................................................................................4
5) Promotion...........................................................................................................................5
CONCLUSION AND RECOMMENDATION...............................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
The principles of marketing incorporate several forms of marketing aspects like product,
price, place and promotion. Moreover, it is undertaken as one of the effective techniques for
entity in order to target their consumers towards goods or services. Both organisations applied
social media for developing its brand within their audiences’ minds. For it, this renders creative
and attracting advertisement for their goods or services. Additionally, they are positioning in
context of reasonable, luxury, effectual and so on.
INTRODUCTION
Principles of marketing are regarded as ideas which are used through entities for using
effectual market tactics. Additionally, it is considered as principles that have to be utilised
through ventures for promotion of its commodities. Moreover, this consist 4P’s of marketing mix
like price, product, place and promotion (Baines and et. al., 2021). For completing this report,
two different entities are undertaken named as Cadbury and Lindt Chocolate. Into it, Cadbury
was formed in year 1824 at England, UK and sells confectionary products. Its market share is
about 40% of its incomes which maximises up to 14.45. There is enhancement within worldwide
sales through 5.5% to $ 6.8 billion. While on another hand, Lind teas developed into year 1845 at
Switzerland which sells in ice-cream chocolates as well as confectionary. Their market share is
whole around 5.1 % where they have sold 5.6 % into European marketplace. Additionally, there
are trends within market share development through 2.8% as well as maximisation in its
chocolate items due to highest demand of clients. The main intent of this report is to describe
related to targeted marketplace and comparison of 4P’s between both entities at marketplace.
MAIN BODY
FINDINGS
1) Comparison of Target Market
The target marketplace is regarded as the explained manner in which entities target
particular classification of their consumers to facilitate commodities or service (Banuelos, 2021).
Additionally, this has to be categorised as per different aspects of both firm which are explained
underneath:
Element of Target Cadbury Chocolate Lindt Chocolate
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Market
Age Cadbury essentially target the
children group whose age is
among 5 to 10 years as they
prefer to have chocolates.
Lindt targeted the age group
between 5 to 25.
Gender Respective firm majorly focused
on male as well as female gender.
Generally children are main
preferences.
Lindt also target both gender
that are female as well as male.
Personal Disposable
Income
Cadbury has targeted mid and
higher income group.
They have targeted the middle
as well as higher class person.
Social Class They focused ahead A1, A2, B1
and B2.
They has concentrated upon B1
and B2.
Level of Education Whole form of educated persons. Whole person whether educated
or not can but products.
Family Life Cycle The items which is rendered
through respective entity is
preferred by all sizes of family.
Whole people prefer to have
chocolates for their family and
do not any particular category is
focused.
Lifestyles Overall forms of people lifestyle
prefer to have chocolates.
People who belongs from
various categories has their own
lifestyle and culture for having
chocolates.
2) Product
The product is undertaken as begin aspects of marketing mix which is tangible in nature
(Chuang, 2020). Additionally, in order to explain about the commodities of both entities such as
Cadbury and Lindt, Levitt’s brand model is applied which is described underneath:
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Levitt's Model
Element
Cadbury Chocolate Lindt Chocolate
Core Benefit In respect of core benefit, respective
firm facilitates effective taste to its
clients.
Respective entity concentrates
upon facilitating high quality
value for its clients.
Generic Product Cadbury carry the scheme of shot
pack colour. Also, this is usually
packed into boxed selection tray or
twisted wrapped and generally round
and square in shape.
Respective company comes into
various flavours such as
caramel, sea salt and others.
Moreover, the colour utilised by
Lindt for its packaging that
incorporates light blue, gold and
white and others. Also, this is
generally comes into heart
shaped.
Expected Product When customers purchase items that
they concentrate upon its shape,
packaging and colour (Room, 2019).
The loyal customers have many
expectations in respect of their
packaging; colour utilised as
well as shape during purchasing
chocolates.
In context of both functional and emotional level, Cadbury has used creative tactics and
also formed their commodities on frequent basis for attaching with its consumers emotionally.
Whereas on other hand, Lindt chocolate have utilised different strategies to be differentiate from
their numerous competitors and facilitate chocolate in heart shape in order to connect
emotionally along with their clients (EJIKE, 2020). In addition to this, the brand values of
Cadbury have formed through positioning their brand at marketplace by rendering experience of
3D with premium discounts. Additionally, they followed proficiency as form of personality
where they are much renowned brand within marketplace. Along with this, Lindt has used both
creative and innovative strategies for forming its brand values at huge extent to develop premium
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chocolates for clients. Also, this has followed sophistication as a personality develop where they
highlights itself at charming and higher class at market areas.
3) Price
It is regarded as cost which is implied by enterprises for their commodities or services. In
addition to this, it is essential for brands to set their goods. Therefore, pricing strategies of both
firms are explained underneath:
Cadbury Chocolate Lindt Chocolate
Skimming Pricing-
This strategy of pricing is adopted through entity for
undertaking advantages from new items. Like Oreo,
silk and so on.
Economy Pricing-
Respective firm forms several variants for products
for their customers. It involves five star etc.
Bundle Pricing- In this strategy of pricing,
Respective firm sell various goods at low cost
essentially during festivals by facilitating discounts,
offer etc.
Therefore, Respective firm are following overall
above strategies of pricing for selling their items to
audiences (Gunarekha and Binoy, 2021).
Premium Pricing- Respective entity
focused on rendering premium items
quality to their audiences. Additionally,
it have also opted premium strategy for
clients due to higher products quality.
Hence, they comply premium pricing
strategy for its commodities for selling
higher quality.
So, they use premium pricing strategy
for its products or services for selling
higher quality items.
4) Place
Place is regarded as the way through that enterprises sell their commodities to clients. In
regards of Cadbury, their channel includes retail chain that assists to reach at larger customers
number or rendering opportunities to buy particular brand areas where they does not expect
related to it. Along with this, the specific entity store their commodities at large freezers and
retail outlets (Kalemba and Weber, 2019). Also, it uses mass marketing aspects as it expand their
distribution store into huge number of place to reach at much audiences.
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In regards of Lindt, they are applying various streams which employed by firm to sell its
commodities or services. Additionally, they operate on luxury brand distribution as their target
market is person who desire o but premium products.
5) Promotion
Promotion is regarded as the way by developing awareness into customers associated with
commodities or services (Kamunen, 2019). In addition to this, there are several forms of
promotion methods which sis used by both entities are explained underneath:
Methods of
Communication
Cadbury Chocolate Lindt Chocolate
Cinema In last period, person has practice
to watch movies at theatre which
aids this to create awareness
among clients.
It is regarded as renowned
brand at market area which
hardly ever used this
communication method for
forming promotion.
TV In it, they promote its products
with aids of television where they
sponsor celebrity.
It also applied through Lindt to
obtain the attention of large
people into effectual manner.
Outdoor While doing meeting with clients,
Cadbury applied respective
communication method like they
utilise several forms of
commodities reputation at road
side to develop awareness.
Outdoor method of
communication is not uses
much through Lindt.
Social Media Respective communication
method is applied by Cadbury for
existent as well as new arrivals
items.
Lindt also applied respective
promotional method for their
items.
Own Website They do not have their own
websites for buying the products.
Lindt uses their own websites
for forming awareness among
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clients.
Both organisations applied social media for developing its brand within their audiences’
minds. For it, this renders creative and attracting advertisement for their goods or services.
Additionally, they are positioning in context of reasonable, luxury, effectual and so on (Pairoj,
2021).
CONCLUSION AND RECOMMENDATION
Based upon the above report, this has been concluded that both entities applied marketing
mix as it renders explained description of their audiences’ tastes and choices. Additionally, by
acknowledging the preferences of customers’ organisation can form their commodities as per
their disposable revenues and can become proficient for opting one of their effectual promotional
techniques such as advertisement, promotion and so on. In addition to this, Cadbury have been
undertaken as one of the essential in uses of marketing 4P’s as it is well known brand and its
commodities is available at whole places in most reasonable cost so that this could become
proficiencies for facilitating their products into much convenient manner. In regards of Lindt,
they by doing research and through buying raw material into inventory can reduce their products
cost.
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REFERENCES
Books & Journals
Baines, P. and et. al., 2021. Fundamentals of Marketing 2e. Oxford University Press, USA.
Banuelos, M., 2021. The value in marketing: The influence of memory on marketing campus
activities.
Chuang, C.C., 2020. Explore Branding as a Marketing Strategy.
EJIKE, I.K., 2020. EFFECT OF MARKETING MIX STRATEGY ON SALES
PERFORMANCE OF BREWING FIRMS: A STUDY OF NIGERIA BREWERIES,
ENUGU, NIGERIA. Ulysses International Journal of Humanities and Contemporary
Studies, 1(2), pp.1-19.
Gunarekha, B.S. and Binoy, T.A., 2021. Linkage between Sustainability and Tourism Marketing
Mix Strategy.
Kalemba, A. and Weber, G.W., 2019, October. The Concept of Contradiction Finding and
Classification in the Field of Marketing Communication Quality Management. In New
Opportunities for Innovation Breakthroughs for Developing Countries and Emerging
Economies: 19th International TRIZ Future Conference, TFC 2019, Marrakesh,
Morocco, October 9–11, 2019, Proceedings (Vol. 572, p. 438). Springer Nature.
Kamunen, N., 2019. Marketing communication challenges for small and medium size
enterprices.
Pairoj, T., 2021, July. Personal factors and marketing mix that affect to decision making for
choosing nursing home of senior people. The 13th NPRU National Academic Conference
Nakhon Pathom Rajabhat University.
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