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

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
1