Application of Marketing Mix by Weetabix and Kellogg’s Choco Pops

This report analyses the application of marketing mix by Weetabix and Kellogg’s Choco Pops. It includes a comparison of their target market, product, price, place, and promotion. The report recommends launching innovation and using intense marketing tactics in practices.

MG412
Principles of Marketing

EXECUTIVE SUMMARY
The report summarises that principles of marketing guides a brand to stay competitive in
market. Aim of the report is to analyse application of marketing mix by two brands that are
Weetabix and Kellogg’s Choco Pops. Methods of research used in the report are secondary and
observational research methods. The report highlights target market of both brands, pricing
structure, promotional channels and places where they are stocked. Brand are recommended for
launching innovation and using intense marketing tactics in practices.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Comparison of target market.......................................................................................................1
Product.........................................................................................................................................2
Price.............................................................................................................................................3
Place.............................................................................................................................................4
Promotion....................................................................................................................................4
CONCLUSION AND RECOMMENDATION..............................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Principles of marketing when applied properly in a company, they assist managers and
employees to analyse competitors and introduce strategies for enhancing awareness of tactical
and strategic decision behind major player performing in an industry (Taylor, 2020). Marketing
based principles helps in creating demand, market share, generating goodwill, satisfy customers
and market share. The aim of report is to compare and contrast ways in which marketing mix
elements are effectively applied in one pair of brands. For this, selected brands are Weetabix and
Kellogg’s Choco Pops. Weetabix is popular food processing brand which produces breakfast
cereals. It is trusted quality as well as popular cereal brand with market share of 7% of total sales
of cereal. More than 1.15 million users have consumed products of Weetabix in 2019. On other
hand, Kellogg’s Choco Pops is breakfast cereal producer with 42% value market share for ready
to eat cereals. In 2020, more than 6.67 million people consumed products offered by the brand.
The report includes research findings on comparison between both brands on the basis of
target market, product, price, place and promotion.
FINDINGS
Comparison of target market
The element of marketing mix that is a group of potential audiences which a company
identify for the purpose of selling offering is target market (Omojola, 2019). The target market
includes customers which are most likely to purchase from the brand. It enables the company to
direct resources to customers with great potential for sales volume, loyalty to brand along with
interest on offerings. It entails segmenting and concentrating practices of marketing to essential
segments which are key customers for organisation’s goods and services. For Weetabix and
Kellogg’s Choco Pops, comparison of target market is underneath:
Weetabix Kellogg’s Choco Pops
The brand is popular whole grain wheat breakfast
cereals which are offered in palm sized rectangular
and rounded shaped biscuits. The company has
produced healthy whole grains biscuits to target
one the go and busy consumers. Target market of
Weetabix are kids, students and younger
On other hand, the brand target its market
on the basis of segmentation based on
psychographic along with demographic
factors. As per demographic segmentation,
it is determined that target customer of the
company are young generation belonging
1

generation that need sustainable breakfast in order
to support then whole day as well as at sporting
practices. The mature Healthies segment of market,
definitely, adults aged between 30 to late 40s are
targeted more (Weetabix, 2021). It target desired
market after analysing their social class, lifestyle,
behaviour of buying and income. It emphasises
more on TV programmes target people watch,
hobbies and family life cycle.
to age group of 16 to 25 years (Kellogg’s
Choco Pops, 2021). It also target mothers
who have behaviour to care about their
family as well as give them amusement
together with healthy breakfast. The target
market enjoys healthy living and fun.
Product
It is another element of marketing mix that is a system or object which is made available to
potential and prospective consumer for usage or consumption so to satisfy desires (Rahman and
Ayaz, 2018). It is tangible item which is put on market for the purpose of acquisition, attention
addition to consumption. It is key for a brand and its marketing activities. Products that are
offered by Kellogg’s Choco Pops and Weetabix are as follows:
Weetabix: Products offered by Weetabix are delicious as well as health breakfast which
offers nutritious benefits and mouth-watering flavours to customers. Weetabix Minis, Originals,
Fruits and Nuts, Weetoss and hence forth are variant products of the company. It plans for
launching health drinks in upcoming durations in product portfolio. In aspect to Levitt’s Model
Analysis, it is perceived that Weetabix function to contribute towards lifestyle along with
physical benefits of consumer through assisting them to maintain normal functioning of brain.
Moreover, Weetabix portrays emotion to help families facing busy day. It is making attempts for
portraying brand value that is worth £1.2 billion. At same time, Aaker’s brand personality
framework, it is analysed that Weetabix represents personality of brand in sincere manner with
its high quality of cereals which drives trust. It entails dimensions of excitement, sincerity,
ruggedness, competence and sophistication as it is a successful company.
Kellogg’s Choco Pops: Products of Kellogg’s Choco Pops offer tasty breakfast treats to
people that are high in nutrition along with delicious for target consumers. Characteristics of
products offered by the brand includes great chocolate flavour with nutritional advantages and no
artificial sweeteners. It is preparing for launching white chocolate variants of coco pops so to
2

give a distinct taste. Coco pops skeleton, Coco Pops hot chocolate, Coco Krispies and banana
sticks are certain product line of the brand. According to Levitt’s Model Analysis, it can be said
that Kellogg’s Choco Pops function to offer physical as well as psychological benefits to kids
through adding key and major nutrients in breakfast. Furthermore, the brand connect with
mothers who care for kids. It portrays brand value of approximate £1 billion. Likewise, Aaker’s
brand personality framework determines that Kellogg’s Choco Pops shows personality of
excitement with humility addition to simplicity which assist in evoking sense of excitement as
well as nostalgia within customer for their childhood.
Price
It is the value that customers are willing to pay in exchange of buying products or services
offered by a brand (Dominique-Ferreira, Viana and Prentice, 2021). Pricing strategies ensures
that commodities or services are sold at accurate or right price to customers along with offer high
values for offerings. The pricing research for Weetabix and Kellogg’s Choco Pops are as
follows:
Basis Weetabix Kellogg’s Choco Pops
Online and in
store research for
establishing
market price
At Online websites, Price of
Weetabix Chocolate Cereal is £3.00
per 100 g, Weetabix crispy Minis
Chocolate chip Cereals is £ 2.00 per
100 g and hence forth. While, at
stores, Weetabix Chocolate Cereal is
£4.00 per 100 g, Weetabix crispy
Minis Chocolate chip Cereals is £
2.30 per 100 g and so on. It implies
that online price is cheaper than
offline. It is because at on online
sites, the company so much offer and
discount than offline.
At Online Website, price at which
Kellogg’s Choco Pops Strawberry &
White Choc Cereals is £ 2.00 for 100
g, Kellogg’s Frosties is £ 2.00 per
100 g, Kellogg’s Rice Krispies is £
3.00 per 100g and hence forth. At
same time, at physical stores,
Kellogg’s Choco Pops Strawberry &
White Choc Cereals is £ 1.98.00 for
100 g, Kellogg’s Frosties is £ 1.66
per 100 g. With this, it can be said
that it set offline price low to
increase the customer and their
brand name everyone purchase that
in respect to their competitor.
Pricing strategy At Weetabix, cost based pricing Competitive based pricing strategy is
3

strategy is used through which key
emphasis is on establishing prices on
the basis of product costs. It assist
the brand to sustain competitiveness
within the market.
adopted by Kellogg’s Choco Pops
with the purpose of keeping prices of
offerings flexible so to compete with
other players in industry.
Place
Distribution or place tactic defines channel management of brand including type of stores
sells the commodities of brand along with number of channels from which they sells products to
end users (Mahr, Caic and Odekerken-Schröder, 2020). In aspect to Weetabix, stores which
stocks products of the brand are convenience stores, mini stores, departmental stores and
supermarkets. It offers its products through retailers at instore and online. It has mass market
products which emphasises towards maximizing distribution channels so that they are widely
purchased along with consumed by larger number of people.
In contrary, stores which stocks offerings of Kellogg’s Choco Pops are wholesalers, high
street stores, e-commerce and supermarkets. It channelize its offerings by making contracts with
retailers, online and in-store. Being a mass market product, the brand sells its commodities also
through online channels including e-commerce, it which it target mass customers as these are
consumer goods along with consumed by customers daily.
Promotion
Channels of promotion assist brands to position effectively in consumers mind for
becoming competitive (Harwood and Murray, 2019). In context to Weetabix, the brand uses
multi-channel marketing strategy in which it continue its practices to unveils campaign across
multi channels, comprising, national TV along with social media. It launches various campaigns
at multi channels for the purpose of devising multi touch point at different times. The brand has
also enhanced advertising speed to around £ 11million along with positioned themselves as a
health brand in the minds of the target audiences including health conscious people and kids.
On other hand, Kellogg’s Choco Pops applies extensive marketing strategies so to reach
customers with the help of multi channels that are TV, press, outdoor advertising comprising
social media as well as banner ads. Advertising campaigns of the company emphasis towards
coco pops monkey character despite of emphasising only on nutritional benefits. It position its
products as family commodity which benefit whole family.
4

CONCLUSION AND RECOMMENDATION
From the research findings, it can be concluded that principles of marketing assist
organisations to educate customers in the manner that makes it easy to find products which they
want, extract values and make better choices. Marketing mix elements assist in facilitation of
exchange among buyers and sellers for mutual advantage to parties. For improving marketing
mix elements, Weetabix is recommended to undertake intense marketing tactics to capture wider
market share through outdoor advertising. At same time, manager of Kellogg’s Choco Pops is
suggested to bring great innovations for fighting rising competition.
5

REFERENCES
Books and Journals:
Dominique-Ferreira, S., Viana, M. and Prentice, C., 2021, June. Developing a digital platform
based on a design and marketing approach. In 2021 16th Iberian Conference on
Information Systems and Technologies (CISTI) (pp. 1-6). IEEE.
Harwood, V. and Murray, N., 2019. A Critical Cultural Approach to Social Marketing?. In The
Promotion of Education (pp. 61-93). Palgrave Macmillan, Cham.
Mahr, D., Caic, M. and Odekerken-Schröder, G., 2020. An Interdisciplinary View of Marketing
Ethics. In The SAGE Handbook of Marketing Ethics (pp. 58-73). SAGE.
Omojola, T. R., 2019. Marketing Education: A Critical Factor in Reducing Unemployment and
Entrepreneurship Failure in Developing Economies. Marketing, 5(2).
Rahman, M. K. U. and Ayaz, M., 2018. The Impact of Marketing Mix on Customer Buying
Behavior: A Case Study of Footwear Industry. NUML International Journal of Business
& Management. 13(1). pp.107-117.
Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to
Board Room Employer-Needed Kick-Ass Skilled Grads. Academy of Business Research
Journal, 2, pp.52-66.
Online:
Kellogg’s Choco Pops. 2021. [Online]. Available through:
https://kelloggs.co.uk/en_GB/products/coco-pops.html
Weetabix. 2021. [Online]. Available through: < https://weetabix.co.uk/>
6