Comparative Analysis of Marketing Mix of Wetabix and Kellogg's Coco Pops

This report conducts a comparative analysis of marketing mix of two brands, Wetabix and Kellogg's Coco Pops. It includes information about their target market, product, price, place and promotion strategies. Wetabix targets young athletic men while Kellogg's Coco Pops targets children and parents. Wetabix has adopted premium pricing strategy while Kellogg's Coco Pops has adopted competitive pricing strategy. Wetabix utilizes social media marketing while Kellogg's Coco Pops creates unique digital advertisement to interact with children.

Principles
of
Marketing

EXECUTIVE SUMARRY
Wetabix and Kellog's Coco Pops are the two brands discussed in this report. This report
aims to conduct a comparative analysis of marketing mix of two brands. The target audience for
Wetabix are young aged athletic men while for Kellogg's Coco Pops are children and parents.
The brand personality of Wetabix is competence to attract young adults while the brand
personality of Kellogg's Coco Pops is excitement to connect with children. Wetabix has adopted
premium pricing strategy to ensure that it is viewed as high quality breakfast cereal for fitness
focused young consumers. On the other hand Kellog's Coco Pops has adopted competitive
pricing strategy to be an affordable option for nutritions breakfast cereal for children. Kellogg's
is available in major online retail stores so that young consumes can easily purchase the brand
digitally while Kellog's Coco Pops is kept in the children's section in physical retail stores so that
it can be easily tracked by parents and children. Wetabix utilizes social media marketing to
communicate with young audience while Kellogg's Coco Pops creates unique digital
advertisement to interact with children.

Table of Contents
EXECUTIVE SUMARRY .............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Comparison of target market ......................................................................................................1
Product .......................................................................................................................................1
Price ............................................................................................................................................3
Place ...........................................................................................................................................4
Promotion....................................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is one of the most important functional business area as it helps generate
consumer curiosity and build profitable brand image. The present report compares the target
market and marketing mix of two brands. Wetabix and Kellogg's Coco Pops are the selected
brands which will be compared in this report. Wetabix is UK based breakfast cereal brands and
Kellogg's coco Pops is a rival American breakfast cereal producer.
MAIN BODY
Comparison of target market
The target market of Wetabix consists several consumer segments. Demographic
segmentation which involves dividing consumers on the basis of traits such as age gender and
income. The demographic consumer segment of Westabix consists of young adults and students
between the ages of 16-25 years. Apart from this the target gender for for Wetabix includes
young aged boys and men who need good energy source for their daily work. Wetabix On the
basis of psycho graphic segmentation, the consumer base for Wetabix includes consumers with
aesthetic lifestyle who require sustainable breakfast to support them throughout the day. Psycho-
graphic segmentation involves segmenting consumers on the basis of lifestyle choices of
consumers (Quach and Lee, 2021).
The main consumer segment for Kellogg's coco pops is based on demographic
segmentation and consists of parents and mainly mothers. This is because directly marketing to
children often leads to unethical marketing practices. The company has been able to create a fun
brand image which attract children's attention but the target audience for the brand are mothers
who make purchase decision for their Children. On the basis of lifestyle choices the psycho-
graphic consumer segmentation for the respective brand includes consumers who want to
provide their Children healthy and nutritious breakfast meal. Social class of the target consumer
base for Kellogg's coco pops includes middle income consumers.
Product
Levitt's Model of consumer Value Hierarchy
Product
Level
Wetabix Kellogg's Coco Pops
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Core
Product
The Core product of Wetabix
includes breakfast cereal with
palm sized stadium wheat biscuits.
The core product of Kelllog's includes
chocolate flavoured scoop shaped breakfast
cereal for children.
Basic
Product
The basic product includes the
general characteristics which are
present in similar products (Levitt
and et. al.,). In this level Wetabix
has characteristics such as high
carbohydrate and protein content.
The basic product characteristics include high
nutritional benefits for children. The cereal is
made with wholegrain,. High fibre, low
saturated fat and is a source of Iron, calcium,
Vitamin B and D.
Expected
Product
The expected characteristic of the
product are that it is available in
suitable quantity for two
individuals.
The product is tasty and nutritions which is
expected from kids breakfast cereal brand.
Augmented
Product
The characteristics which set the
brand apart from its competitors
include recognizable yellow
packaging made with recyclable
material.
The character of Coco the Monkey which is
printed on the packaging provide additional
benefit to the children as they are able to
enjoy their breakfast with favourite fictional
character.
Potential
Product
The future changes in the product
which can improve the product
include interdiction of new
flavours.
In case of Choco Pops the changes which can
improve the product in future include
providing the products in smaller packaging
to promote casual eating of the product.
Aaker's brad personality framework
According to this framework there are five brand personalities with specific traits adopted
by companies to connect with their target audience (Choi, 2017). The brand personality of
Wetabix is is Competence. This brand personality has traits such as as Reliable, Intelligent,
Successful and hard-working. This is suitable brand personality for Wetabix as it helps the firm
connect with the target audience of Yoong athletic men. It communicates that the Wetabix
breakfast cereal will help the consumers build their competence by providing them nutrition. The
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firm has yellow and blue which are assassinated with warmth and freedom. This helps the
company further build brand personality around competence and connect with young target
audience.
In comparision, Kellog's Coco Pops has the brand personality of Excitement. The traits
of the personality are daring, spirited, Imaginative and Up-to-date. The brand mascot of 'Coco
the Monkey' helps Kellog's Coco Pops communicate this brand personality effectively. The
company has created a storey in which Coco the Moneky helps develop the Coco Pops with the
help of his friends (How are Kellogg’s® Coco Pops® made?, 2021). This exiting story build
around the brand mascot helps the firm connect with the target audience of young Children and
communicate a spirited and imaginative brand image. In addition to this the packaging of
Kellogg's Coco Pops also includes the image of Coco the Monkey with wholesome expression
inviting kids to his journey in producing the Coco Pops. This helps connect with nominative
nature of Children as they are able to follow and visualize the exciting story associated with
Coco, the Monkey. The font choice of brand name of Coco Pops is also fun and creative which
matches with the brand personality of Coco Pops.
Price
Wetabix Kellogg's Coco Pops
Market
Price
The market price for 100 grams of
Wetabix at TESCO is £5.25, Waitrose is
£5.40, at Ocado it is £6.50 while at
ASDA it is £6.00 (Weetabix, 2021).
The market price for 100 grams of
Kellogg's Coco Pops at TESCO,
Waitrose and Ocado is £3.00 while at
ASDA it is £2.89 (Kellogg's Coco
Pops, 2021).
Pricing
Strategy
The pricing strategy of Wetabix has
adopted premium pricing strategy as it is
more expensive than it competitors. In
addition to this cheaper versions of the
breakfast cereal are available at Aldi, Lidl
and Sainsbury's (Supermarket wheat
biscuits beat Weetabix in Which? taste
test, 2020). This is suitable pricing stratgy
In comparison to Wetabix, Kellogg's
Coco Pops has adopted competitive
pricing strategy. In this pricing
strategy, strategic price points are
selected to maximise benefits of a
product or service in relation to the
competition (Nasiri and et. al., 2021).
Kellogg's has been able to gain
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for Wetabix as the company is able to
attract young consumers who wants to
focus on their fitness. The pricing strategy
helps the firm communicate this as it
depicts the brand as premium rand for
improving health and nutrition of the
consumers.
competitive advantage because of this
pricing strategy as it attracts large
number of consumers because of
affordable pricing.
Place
Wetabix is sold through many distribution channels. This includes physical retail stores
and e-commerce sites. This enables the company to mass distribute the products and maximise
the reach of the brand. Mass distribution of products helps business firms maximise consumer
accessibility (Grisaro and Dancygier, 2018). The on-line image of the brand states that Wetabix
wants to perceived as brand for every consumer as it is available in every major e-commerce
retailer in UK.
Kellogg's COCO Pops also enrages in mass distribution. The brand is available in major
retail stores, small convenience shops and e-commerce sites. Usage of every online and offline
distribution channel helps business firms construct economies of scale and reduce negative
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impact of changing tastes on the sale of products (Khan, 2020). The in-store positioning of the
brand is among other breakfast cereals targeted for children which shows that the company wants
to attract attention of children and parents.
Promotion
The communication methods used by Wetabix to promote their brand includes both
digital and physical; channel. Social media marketing is marketing strength for Wetabix.
Recently the company was able to trend Wetabix on Twiter and increase Google searches about
the Brand through clever Twitter marketing Tactic. The company collaborated with Heinz UK
and tweeted a suggestion that consumers would try a unique combination between Heinz Bean
and Wetabix cereal for breakfast. This tweet quickly became popular on Twitter as many
corporate twitter accounts and large number of Twitter users responded to the Tweet by Wetabix.
The tweet was quote tweeted 50K times, with more than 23K Retweets and 80K likes (Weetabix
attracts users, brands & even ministries with a viral brand association Tweet, 2021). This was
clever marketing tactic by the company as it improved popularity if the brand among young
consumers who are its target audience. Wetabix is able to create youthful brand position with
such engaging social media marketing activities.
In comparison to the social media promotional tactics adopted by Wetabix, Kellogg's
Coco Pops focuses more on creating unique TV and digital advertisement. The company started
the #Cocmagic marketing campaign in which focused on the magical aspect of the milk changing
its colour after adding Kellog's Coco Pops breakfast cereal. This included TV advertisement and
digital videos which help Children learn other magical powers such as levitation, balloon
bursting and unpoping bubbles (Kellogg’s Coco Pops gets its own digital platform in lively effort
from Publicis’ K1, 2021). This is suitable marketing campaign for the company as it helps the
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firm construct imaginative brand personality in comparison to young brand image of Wetabix. In
addition to this the firm is also able to communicate with children who are target audience of the
company. Kellog's Coco Pop's is able to create a wholesome and creative brand position because
of such unique marketing camping in comparison to the more youth oriented promotional tactics
of Wetabix.
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CONCLUSION
From the above report it is determined that it is important for business firms to determine
their target audience so that suitable marketing campaigns are prepared to reach the target
audience. In the product element of the marketing mix, Levitt's model of consumer value
hierarchy provides information about different level of products while brand personality can be
identified from Aaker's brand personality framework. Pricing strategy is included in the price
element of the marketing mix. Distribution strategy is included in the place element of marketing
mix while the promotional tactics used by firms to communicate with their target audience are
included in the promotion element of the marketing mix.
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REFERENCES
Books and Journals
Choi, J., 2017. Material selection by the evaluation of diffuse interface of material perception
and product personality. International Journal on Interactive Design and
Manufacturing (IJIDeM), 11(4). pp.967-977.
Grisaro, H. Y. and Dancygier, A. N., 2018. Spatial mass distribution of fragments striking a
protective structure. International Journal of Impact Engineering, 112. pp.1-14.
Khan, S., 2020. An overview of long tail marketing strategy and its challenges: A qualitative
study. South Asian Journal of Marketing & Management Research, 10(3). pp.31-38.
Levitt and et. al., 2020. Restaurant Authenticity: An Analysis of Its Influence on Restaurant
Customer Perceptions and Behaviors. Journal of Quality Assurance in Hospitality &
Tourism, pp.1-30.
Nasiri and et. al., 2021. Incorporating sales and marketing considerations into a competitive
multi-echelon distribution network design problem with pricing strategy in a stochastic
environment. Journal of Retailing and Consumer Services, 62. p.102646.
Quach, X. and Lee, S. H. M., 2021. Profiling gifters via a psychographic segmentation analysis:
insights for retailers. International Journal of Retail & Distribution Management.
Online
Weetabix, 2021. [Online] Available though <https://www.trolley.co.uk/product/weetabix-
cereal/YZN486>
Kellogg's Coco Pops, 2021. [Online] Available though
<https://www.trolley.co.uk/product/kelloggs-coco-pops/HRP462>
How are Kellogg’s® Coco Pops® made?, 2021. [Online] Available though
<https://www.kelloggs.com.au/en_AU/open-for-breakfast/howCocoPopsismade.html>
Supermarket wheat biscuits beat Weetabix in Which? taste test, 2020. [Online] Available though
<https://www.which.co.uk/news/2020/02/supermarket-wheat-biscuits-beat-weetabix-in-
which-taste-test/>
Weetabix attracts users, brands & even ministries with a viral brand association Tweet, 2021.
[Online] Available though <https://www.socialsamosa.com/2021/02/weetabix-users-
brands-ministries-viral-tweet/>
Kellogg’s Coco Pops gets its own digital platform in lively effort from Publicis’ K1, 2021.
[Online] Available though <https://www.moreaboutadvertising.com/2021/04/kelloggs-
coco-pops-gets-its-own-digital-platform-in-lively-effort-from-publicis-k1/>
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