Introduction

The purpose of this report is to analyse how a selected chocolate brand uses the marketing mix (4Ps) to influence consumer behaviour, and to demonstrate how the Consumer Decision-Making Process (CDMP) applies to the chosen product. For this assessment, the chosen chocolate product is Cadbury Dairy Milk Milk Chocolate Block (180g) purchased from a local supermarket for under $20. The report analyses the product category, evaluates how the 4Ps shaped the purchase decision, and identifies how a selected advertisement aligns with a specific stage of the CDMP.

Definition of Product Category

A product category refers to a group of products that share similar characteristics and satisfy similar consumer needs. According to Kotler, Armstrong, & Opresnik (2022), product categories help marketers organise products based on functionality and consumer use. They enable consumers to compare alternatives and help businesses position products effectively.

Product Category and Sub-Category of Chosen Product

Cadbury Dairy Milk belongs to the confectionery product category, which includes sweet, indulgent products consumed for pleasure. Within this broad category, it falls into the chocolate sub-category, specifically milk chocolate blocks. This sub-category includes solid chocolate bars designed for personal consumption or sharing.

Definition of the Marketing Mix

The marketing mix refers to the set of controllable marketing tools that a company uses to influence consumer purchasing behaviour—commonly known as the 4 Ps: product, price, place, and promotion (Kotler et al., 2022). The mix allows organisations to strategically position products in the market and create value for customers.

Product

Cadbury Dairy Milk is known for its smooth, creamy milk chocolate made using high-quality ingredients. Its iconic purple packaging attracts attention and reinforces its premium yet accessible brand identity. The packaging is resealable, designed to maintain freshness and improve convenience for consumers. The brand also emphasises emotional value by communicating themes of joy, sharing, and comfort.

Place

Cadbury Dairy Milk follows an intensive distribution strategy, meaning it is widely available across major supermarkets such as Coles, Woolworths, IGA, and Big W. This placement ensures high visibility and easy accessibility. The product reaches consumers through a fast-moving consumer goods (FMCG) supply chain that includes manufacturers, wholesalers, and retailers. Its placement in the chocolate aisle, at eye-level or in promotional stands, encourages impulse purchases.

Price

Cadbury adopts a competitive pricing strategy, offering its chocolate at an affordable and attractive price point (usually between $3.50–$6.00 depending on size and store promotions). The pricing reflects the brand’s value-for-money positioning while maintaining a perception of quality. Frequent price promotions, such as “Buy 2 for $7” or special seasonal discounts, encourage bulk purchases and drive sales.

Promotion

Cadbury uses a mix of advertising, social media campaigns, in-store displays, seasonal promotions, and brand storytelling. Its advertisements often emphasise emotional connections, such as sharing moments with loved ones. In-store promotions, stand displays, and promotional pricing encourage impulse buying. The brand also uses digital advertising to target young consumers and families, reinforcing the themes of joy, indulgence, and togetherness.

Definition of CDMP

The Consumer Decision-Making Process explains how consumers recognise a need, search for information, evaluate alternatives, make a purchase, and reflect on their post-purchase experience (Schiffman et al., 2021). It outlines the psychological and behavioural steps consumers follow before and after making a purchase.

Advertisement Analysis and CDMP Stage

A Cadbury Dairy Milk advertisement titled “Cadbury Dairy Milk – Generosity” (widely available on YouTube and social media) was selected for analysis. The advertisement features an emotional storyline where a young girl buys a chocolate bar as a gesture of kindness.

CDMP Stage Identified: Need Recognition

This advertisement aligns strongly with the Need Recognition stage. It triggers emotional desire by highlighting the chocolate as a symbol of generosity and care. According to consumer behaviour theory, need recognition occurs when the consumer identifies a gap between their current emotional state and their desired state (Schiffman et al., 2021). The advertisement stimulates this emotional need—encouraging consumers to purchase Cadbury Dairy Milk to express kindness or create meaningful moments. The storytelling creates an emotional cue that motivates consumers to recognise a need they may not have actively considered before viewing the ad.

CONCLUSION

This report analysed the marketing mix and Consumer Decision-Making Process in relation to Cadbury Dairy Milk chocolate. The product category was identified as confectionery with a focus on milk chocolate blocks. The marketing mix analysis demonstrated how Cadbury uses its product design, extensive distribution, competitive pricing, and emotional promotional strategies to influence consumer behaviour. The advertisement analysed reinforces the need recognition stage of the CDMP by appealing to emotional motivations. Overall, the findings show how Cadbury strategically uses marketing to shape consumer experiences and drive purchasing decisions.

Assessment Requirements Summary

The assessment, MKT10009 – Marketing Mix and Consumer Decision-Making Process (CDMP), requires students to:

1. Select and purchase a product from the chocolate aisle in a local supermarket (not online or convenience stores) within a $20 budget.

2. Analyse the Marketing Mix (4Ps) of the chosen product:

   • Product: Features, packaging, design, and unique characteristics.

   • Place: Distribution strategy and accessibility.

   • Price: Pricing strategy, promotions, and perceived value.

   • Promotion: Advertising, in-store promotions, digital campaigns, and other marketing strategies.

3. Explain the Consumer Decision-Making Process (CDMP) and relate it to a specific advertisement of the chosen product.

4. Identify the CDMP stage highlighted by the advertisement and justify the choice with reference to theory.

5. Compile the report in a structured format, including cover page, table of contents, introduction, product category, marketing mix analysis, CDMP analysis, and conclusion.

Key Pointers to Be Covered:

• Product category and sub-category identification

• Detailed 4Ps analysis with references

• Selection and analysis of a product advertisement

• Application of CDMP theory to the advertisement

• Clear justification of the CDMP stage

• Proper referencing and professional report formatting

Assessment Approach by Academic Mentor

The Academic Mentor guided the student through the assessment step by step:

1. Product Selection Guidance:

   • Mentor advised selecting a familiar chocolate brand in the local supermarket for ease of access and analysis.

   • Student chose Cadbury Dairy Milk (180g), ensuring it fits within the $20 budget.

2. Marketing Mix Analysis:

   • Product: Mentor explained examining packaging, ingredients, and unique features. Student analysed Cadbury Dairy Milk’s purple packaging, resealable wrapper, and emotional brand identity.

   • Place: Guidance was given to identify the distribution strategy and placement in the store. Student highlighted Cadbury’s intensive distribution and in-store placement at eye level.

   • Price: Mentor discussed evaluating price strategies and promotions. Student analysed competitive pricing and seasonal discounts.

   • Promotion: Advice was given to explore advertising campaigns, social media presence, and in-store promotions. Student examined the Cadbury emotional storytelling campaign and promotional displays.

3. Consumer Decision-Making Process (CDMP) Analysis:

   • Mentor guided the student to understand CDMP stages: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.

   • Student selected the “Cadbury Dairy Milk – Generosity” advertisement and identified the Need Recognition stage, with justification linking theory and advertisement cues.

4. Report Structuring and Referencing:

   • Mentor instructed using clear headings, logical flow, and appropriate academic references.

   • Student followed the template: Introduction → Product Category → Marketing Mix → CDMP → Conclusion.

Final Outcome

The student produced a comprehensive report that:

• Correctly identifies the product category and sub-category.

• Provides a detailed analysis of the 4Ps with practical examples from Cadbury Dairy Milk.

• Demonstrates theoretical application of CDMP, linking the advertisement to need recognition.

• Presents findings in a clear, professional, and referenced format.

Learning Objectives Achieved:

1. Demonstrated understanding of marketing concepts and principles.

2. Applied marketing management tasks to a real-world product.

3. Used research and theory to analyse and justify consumer behaviour.

4. Communicated findings effectively in a structured individual report.

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