4P's of Marketing Mix and STP in Market Planning Process

This report discusses the effectiveness of marketing mix in Alpro yogurt and Muller yogurt, and the knowledge of STP in market planning process. It compares the marketing mix of both companies and analyzes their target markets. Alpro yogurt targets customers in Europe, especially women aged 25-45, who prefer plant-based and organic products. Muller yogurt targets various segments with its different subsidiaries, such as Muller Corner, Mullerlight, Muller Little Stars, and Muller Amore.

4P's OF MARKETING
MIX

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Effectiveness of marketing mix in Alpro yogurt and Muller yogurt..........................................3
TASK 2............................................................................................................................................6
Knowledge of STP in market planning process..........................................................................6
CONCLUSION................................................................................................................................7
RFERENCES...................................................................................................................................8

INTRODUCTION
A discussion on 4P's of marketing mix have been as well as STP have been carried out in
the following report. Marketing mix and its 4P's help a business to know hoe the product or
service offered by them can be successful (Chaffey and Ellis-Chadwick, 2019). Whereas, STP is
stands for segmentation, targeting and positioning. This strategy is used by businesses before
launching a product in market so as to create a strategy which would ensure success of their
product and service in marketplace. In the following report to a comparison between two
companies namely Alpro yogurt (Belgium) and Muller yogurt (Germany) have been carried on.
Both of these companies provide various flavours and varieties of yogurt.
TASK 1
Effectiveness of marketing mix in Alpro yogurt and Muller yogurt
The four P's of marketing namely product, price, promotion and place are considered as
marketing mix. It is necessary to pay attention to these four factors in order to make product
successful in market. It is necessary that product or service provided by company fulfil the needs
and requirements of customer it is serving.
In following report two companies which deal in production of yogurt are considered for
judging role of marketing mix in a product. Both of these companies deal in manufacturing and
selling of yogurt in different target markets. Following is a comparison between marketing mix
of both of these companies.
ALPRO YOGURT MULLER YOGURT
PRODUCT Alpro yogurt have been
providing delicious plant based
food . They sell delicious plant
based food only which are
considered to be good for
planet as well as consumer.
Main focus is put on calcium
in their products as it play an
important role in healthy diet
Muller Yogurt deals in a
number of substantial famous
yogurt brands. This includes
Muller light, Muller corner,
Muller Rice and Yogz. All
these brands range in a number
of factors such as low fat
yogurt, probiotic yogurt or
yogurt drinks, yogurt for

of an individual (Festa and et.
al., 2016). They present these
plant-based product as an
alternative to dairy products.
According to Aaker's brand
personality framework this
brand follows a personality of
Excitement( imaginative, up-
to-date, Spirited) and
Competence (Reliable,
intelligent, successful).
young children, luxury yogurt
which also contains greek
honey, rice pudding etc.
According to Aaker's brand
personality framework this
brand follows a personality of
Sincerity (honest, Cheerful,
Wholesomeness) and
Sophistication (Upper- Class
and Charming).
PRICE Alpro is one of the oldest
yogurt selling brand in world.
It was established in 1980. it
has been bringing a number of
innovation in its product. It
entered market with
penetration strategy. But with
time it have grabbed a large
amount of market share. Now
it continues with freemium
strategy in which basic
products are provided at a very
low cost whereas premium
products of companies have
premium prices attached to
them.
Muller Yogurt was established
in 1869. It has a number of
brands incorporated in it.
Company have to face a
number of competition in
market. They use project based
and value based pricing
models(Armstrong and et. al.,
2018). In project based pricing
prices are charged on the basis
og whole investment in project
of developing and producing
the product. Whereas for its
premium products it uses value
based pricing. Prices in this are
charged on the basis of
satisfaction or value gained by
customers from the product.
PLACE This company is spread across This is the largest dairy group

Europe. It is a subsidiary of
company named Danone.
Alpro yogurt is sold in most
of big retail stores. Tesco is a
major retail chain which
makes it available for
customers worldwide (Fill and
Turnbull, 2016). Other than
this it can be found in stores
selling healthy as well as
organic products. Alpro have
also used online as a platform
for selling its products. It has
its own website through which
products can be ordered.
worldwide. It has a number of
subsidiaries companies under
it. They have multi tier
distribution channels. It also
owns an online website
through which products can be
bought. Selling through online
channels is one of the best
ways to reach most of
customer's worldwide.
However this company
majorly deals in UK. They
have specially created Muller
corner which provide a range
of its products. The first
Muller Corner shop was
opened in Westfield Stratford
City, London.

PROMOTION In order to Promote Alpro
yogurt a number of variations
have been brought by
company in past years. They
have experimented in a
number of areas for promotion
of their products. They offer
sample breakfast menu at a
number of shopping centres in
UK. They also have a page on
Facebook which promotes this
campaign with the help of
pictures.
Earlier they used print media
such as newspapers and
magazines. In present era they
came up with a number of
campaigns namely “Ain't Got
NO, I Got Life” , “24 hours
from farm to yogurt” (Wang
and et.al., 2018). They also
sponsor Aston Villa That is a
football club. They telecast
Nicole Scherzinger who is an
American Singer In their
advertisements.
TASK 2
Knowledge of STP in market planning process
In order to set a perfect target market for your products it is necessary for companies to
adopt STP model of marketing (Luo and et.al., 2016). A company does not need to sell to
everyone. Segmenting market and targeting only interested customers will help in proper
positioning of product for company.
In context of Alpro yogurt and Muller yogurt below mentioned are its target market:
Alpro Yogurt:
Alpro yogurt have developed in a number of ways since it launched. It has been evolving
as a plant-based product and kept a distance from dairy as well as meat products. They target
customers from all over Europe. Its geographical target market is Europe. However, its product
are unisex but its soy products are mainly to attract women who range from an age 25-45.
Consumer perceptions are fast changing these days. There are a number of customers who
cannot consume dairy products (Jogamoto and et. al., 2017). Since Alpro dos not contain any of
it this makes it to target those customers as well. People are moving towards healthy living these
days. Eating healthy have became a trend for today's generation. Alpro also fulfils that demand

of its customers. People also need less consumption of chemical products present in food and
moving towards organic products. That perception of consumers is looked after by Alpro as well.
Since they are plant based and they do not use any preservatives in their product it makes them
100 % organic. They also claim to be beneficial for environment. All these features of product
helps it to effectively position its product in its target market based on changing perception of
consumers.
Muller Yogurt:
Muller yogurt has its geographical target market as whole of Europe. In its beginning
stage its major target were providing pocket size packages which were convenient while
travelling, health based as they provided low fat yogurt and so on. In today's era marketers need
to evolve with changing scenario in market and position there products accordingly. Muller have
a range of product which fulfil different criteria and target different set of customers. An analysis
of all its subsidiaries an their target market is mentioned below:
 Muller Corner: Muller Corner allows customer to get their food customised. This targets
customers who are innovative and ant something new every time. They can go to muller
corner and get their yogurt flavoured according to their tastes and wants.
 Mullerlight: Muller light targeted those customers who are health freak. In today's era
healthy living and healthy eating is in trend. This Subsidiary of Muller Yogurt fulfilled
that demand of customers and provided them with low fat yet tasty yogurt. They have a
range of flavours for low fat yogurt as well (Srinivas, 2019).
 Muller Little Stars: Muller Little stars targeted children from age of 6 years to 16 years.
For this they produced products which are 100% natural so that it does not harm children
in anyway.
 Muller Amore: The target market for this Subsidiary of Muller Yogurt was wealthy
people who have high disposable income to spend on such products. In order to provide
satisfaction to them, company added Greek honey in this range of yogurts. It also differs
in packaging from other Products of company.
In this way both Muller Yogurt and Alpro Yogurt used STP to create their strategies. STP helped
them to decide their target market. It also enables them to position their products in order to
attract those target market specifically.

CONCLUSION
From the following report importance of marketing mix as well as STP for a business
organisation can be analysed. This report states how these two similar strategies can be used
differently by companies operating in similar industry. Alpro yogurt and Muller Yogurt have
been studied in above report in order to find out how effectively do they use marketing mix in
order to stay in market for longer period of time. It also mentions how both of these companies
are using STP to attract targeted customers towards their products.

RFERENCES
Books and Journals-
Armstrong, T. and et. al., 2018. Marketing: an introduction. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
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.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Jogamoto, T. and et. al., 2017. Add-on stiripentol elevates serum valproate levels in patients with
or without concomitant topiramate therapy. Epilepsy research.130. pp.7-12.
Luo, D. and et.al., 2016. Structure elucidation of a major fucopyranose-rich heteropolysaccharide
(STP-II) from Sargassum thunbergii. Carbohydrate polymers. 143. pp.1-8.
Srinivas, S.T.P., 2019. Application of improved invasive weed optimization technique for
optimally setting directional overcurrent relays in power systems. Applied Soft
Computing. 79. pp.1-13.
Wang and et. al., 2018. Strategy optimization for static games based on STP method. Applied
Mathematics and Computation. 316. pp.390-399.