The 4Ps Marketing Mix: A Comparative Study of Kellogg's Coco Pops and Weetabix

This report provides a comparative study of Kellogg's Coco Pops and Weetabix using the 4Ps marketing mix. It includes an evaluation of target markets, product/brand, pricing, distribution channels, and promotional activities. Recommendations for improvement are also provided.

Coursework 1 - Individual
report - The 4Ps marketing mix

EXECUTIVE SUMMARY
Marketing mix is a vital element in the industry to help to understand the target customers and
consists a plan towards the success of any product. With the help of this tool the sells of products
efficiently takes place. In this report we had discussed all the factors of marketing mic in the
terms of a company pair Kellogg's coco pops and Weetabix. Both of these companies had been
evaluated on the basis of their products using Levitt's and Asker model in the terms of bran
personality. Moreover, the pricing, place and promotional strategy of both company have been
discussed with the set of recommendation.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Comparison of Target markets.................................................................................................4
2. Product/ Brand.........................................................................................................................5
3. Price.........................................................................................................................................6
4. Place:........................................................................................................................................7
5. Promotion.................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing mix is itself a factor combination, under the control of company to make an influence
over customers to purchase the products. Kellogg's first developed cornflakes and started their
commercials for patients among the battle creek sanatorium in 1900. Through innovative
marketing history the company became prospered. This company is one of the largest food
company and most valuable brand in the food across the world. It is a publicly traded company
under the symbol K in share market. Weetabix is founded in 1932 in grist-mill and named as
Weetabix in 1936. Weetabix have around 4% of shared in the category of cereal in French
market and it is listed as one of the most quality promising cereal company. On the basis of 4P's ,
comparative study in between Weetabix and Kellogg's coco Pops is introduced in the report.
Moreover, secondary observational research also will be added in this report.
MAIN BODY
1. Comparison of Target markets
Target market is a decided customer group with same demographic details and have been
identified to be most likely buyers as per the product or services of the company (Thabit and
Raewf, 2018).
Weetabix comes under the category of cereal that have target age group of three to six
years old whereas Kellogg's coco pops considered as occasional party breakfast as it contain 30
percent more sugar that a healthy cereal recommands and it has a target market of age in between
16 and 25 year old male and females.
Weetabix are way too expensive per biscuit as it's per serving is less than it has very good
ingredient that are very healthy even if consumed on the daily basis. Moreover, Kellogg's are
also expensive due to the unprecedented draught condition within the farms.
Weetabix encourages to have healthy breakfast on the TV commercials as on the daily
basis it is the nutritious cereal that can be consumed daily also whereas Kellogg's coco pops also
have TV commercials but that includes children in them. Kellogg's also includes cartoons or
animation in their advertising so that they can be more eye catching as well as attractive at the
same time.

2. Product/ Brand
Product under marketing mix is refers the item, being sold by the marketer and being sold in the
market (Lim, 2021).
Levitt’s model of a brand, defines the core benefits, designing features, packaging, quality
schemes of that respective brands. In terms of Kellogg's, coco pops are rice flakes, can be used as
occasional snacks and it is popular among children's for their designing. Colour scheme of
Kellogg's are more attractive in the compare of Weetabix. Kellogg's comes in the double
packaging as well as on their packaging designs, animations are used to attract the eye of
customer. Weetabix have quality product but the design of cereal is in palm sized biscuits.
As per the Aaker’s brand model, there are five models explaining brand personality. In
terms of sincerity, Weetabix have the sincerity factor as it has one of the most promising
personality in terms of quality. Second one is excitement, Weetabix have lack of excitement in
the terms of pricing strategy. In matter ODF competences company do not have competencies as
it is a luxury brand with sophistication and have ruggedness as it is mentally and physically
strong enough to sustain in the market with their quality. In the account of Kellogg's, the
company have excellency in nature of marketing as per their innovative strategies. There level of
excitement as well as ruggedness, company continuously try to launch new improved products to
sustain as one of the most well-known company within the industry. Its sophistication as well as
the competence is higher and this company product coco pops have factored of pricing strategies.
Kellogg's company have brand association among the market, they adds up the value by its
services and products as well in the form of schemes and offers (Galli, 2019). However, in
Weetabix, the brand awareness is dependent upon its image for quality and luxury products.
Their perceived quality is among one of the best cereal in the market but in terms of value for the
product they are much expensive as per their palm sized biscuits. As they are healthy, awareness
of the brand is higher in terms of customer satisfaction and their loyalty towards the brand as
well.
In the sense of functional and emotional level Kellogg's coco pops are attached with the
emotions of children as per their marketing and TV advertisement with animations and cartoons.
However, Weetabix is functional as per there quality, it is different in the functioning and
emotional manner from the Kellogg's.

3. Price
Price within a marketing mix is a cost that a consumer pay in exchange for a product. Price
always links with the real price of product but supply cost as well as seasonal cost also
considered at the time of the pricing by marketers (Lahtinen, Dietrich and Rundle-Thiele,, 2020).
Factors Kellogg's coco pops Weetabix
Type of product Cereal Cereal
Raw costing Raw costing of the Kellogg's
coco pops are moderate in
sense as it consist of rice,
sugar, salt, fat reduced cocoa
etc. These are lower in the
costing as the raw material.
Weetabix is made-up of whole
grain wheat. Sugar, malted
barely extract, salt etc.
It has 4 gm fibre in the serving
of 35g.
Packaging costing Originally the packaging is
bubble wrapped and after the
wrapping it added in the
corrugated box as well. So
packaging cost are higher.
Packaging of Weetabix is done
in a single box, they do not use
any kind of plastic in the
packaging, they all 100%
recyclable.
Expenditure Distribution network,
advertising, marketing.
For promotions company uses
gifts, sponsorship for the
children and merchandising as
well.
Weetabix does not spend too
much on the advertising and
marketing. But, it is made up
of wheat and wheats are priced
in dollars, as the pounds are
weaker than dollars so
purchase of wheat cost a big
amount so the products are
costlier
Selling price Selling price can be fluctuated
as per the competitor product
pricing. Many of time provides
Selling price of the prices are
value based as per the
manufacturing costing so it

discounts as well to attract the
customers.
does not have any specific
effects due to the competitor
market.
Profit margin Profit margins are very
higher .
Profit margin are very lower as
they already have quality
production that results in more
expenses.
As per the table, price of the Kellogg's stay flexible as per the pricing of competitors. But in
comparison with Weetabix its products remain in demand as its quality not on the basis of
competitor pricing.
Kellogg's uses competitive pricing strategy based on market condition as well as the research
data. It regularly uses schemes and discounts, that can be redeemed for free products, in the
same context Weetabix pricing strategy depends upon the product type or value based pricing
strategy. Sometimes company charges a price for the product too low to profit production and
sometimes too expensive to demand production.
4. Place:
This 'P' within marketing mix defines the geographical location for the selling of product by the
company (Wieland, 2018). It also includes the channel management as the set of strategies for
the administration of various distribution channels as well. Kellogg's uses wholesalers,
supermarkets, hotels and street stores to sell their products whereas Weetabix shipped over the
worlds from the online superstores. In the term of mass market products, Kellogg's can be found
with maximum distribution outlets , whereas Weetabix can be counted as luxury brand as it can
not be founded everywhere on the stores, its distribution is limited via online stores.
In the terms of brand value, Weetabix have strong brand equity wheel in terms of the nutritional
value in the market.
In the terms of brand value in the account of Kellogg's coco pops, it has one of the most
facts and up-to-date statistics within the market. Moreover, it holds place in global ranking in
terms of brand value.

5. Promotion
This terms defines in terms of activity, product promotion or branding of the products in terms
of the targeted customers within the market (Mazurek,, 2019). In Kellogg's, past methods of
communication were on TV advertisement, print as well as promotional activities as the stores or
within the market. For the making of their respective brand, company have used various methods
of communication as well as the advertising of the respective products. Kelloggs used cinema for
the setup whereas Weetabix have used social platforms to make people aware about the products
as well as why they should use all these products in there daily life as well.
The past method of communication of Weetabix was totally dependent upon the online
video viewing as well as on the social media platforms as well. These methods helped the
company to set up its respective position in the sense of luxury, healthy products within the
market. In the Kellogg's, it has used oral, communication as well as promotion as they had
coverage of market by providing their product as socially conscious in supermarket as well as
street shops to approach the customers.
CONCLUSION
From the above study, it can be concluded as the marketing mix evaluation is an important factor
to fully analyses the company on the basis of 4P's.
In this report, comparative analysis of both brands Kellogg's coco pops and the Weetabix
are done for there purpose of secondary observational research. Each of the brand have been
studied on the basis of there strategy towards the market, their place, promotional and pricing
manner.
Among both of the products, Weetabix is the successful brand in terms of marketing mix
and their applications. This product has proper strategy as well as demand as per its value and
quality of product.
In the terms of improvement, there can be a section of recommendation as well.
For Kellogg's:
 Kellogg's should be more considerate about the product quality at the place of marketing
and advertising.
 Coco pops should consist more fibres and less sugar.
For Weetabix:

 Weetabix should focus on competitive price as well as price skimming strategy so that
they can be affordable for people.

REFERENCES
Books and journals
Thabit, T. and Raewf, M., 2018., The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Lim, W.M., 2021., A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020., Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Wieland, J., 2018., SME Marketing mix standardization in the B2B market. Journal of
Management Policy and Practice. 19(1). pp.45-55.
Mazurek, M., 2019., Brand reputation and its influence on consumers’ behavior.
In Contemporary issues in behavioral finance. Emerald Publishing Limited.
Galli, B.J., 2019., Comparison of Change Management Models: Similarities, Differences, and
Which Is Most Effective?. In R&D Management in the Knowledge Era (pp. 605-624).
Springer, Cham.
Online
Kellogg, 2020. [Online]. Available at <https://www.kelloggs.co.uk/en_GB/products/coco-
pops.html>.
Askew.K, 2020. [Online]. Available at
<https://www.foodnavigator.com/News/Business/Weetabix-talks-plastics-
environmental-impact-and-reformulation>.