Assignment on Principles of Marketing in PDF

RUNNING HEAD: PRINCIPLE OF MARKETING
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Principle of Marketing

Principle of Marketing
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Introduction
Marketing consist of all the activities that a business undertakes to promote the products and
services that include advertising, marketing research, and customer satisfaction. In this
concept marketing mix plays an important role as it refers to the tactics and actions that a
company uses in order to promote its brand in the market. The elements of the marketing mix
are price, place, product, and promotion (Kotler et.al,2018). In order to understand the
concept of marketing and tactics used by brands according to their target market a
comparative analysis of the marketing mix of two brands included in this essay that are Alpro
yogurt and Muller yogurt. Alpro is a company based in Belgium that offers non-organic and
organic foods and drinks in Europe. Muller is one of the finest dairy products producers in
the UK with a turnover of £6 billion. Both companies are leading brands selling yogurt in the
UK. The marketing mix strategies of both companies are discussed below.
Marketing Mix comparative analysis
Target market: Muller positioned itself as the brand that provides yogurt of low fat and low
volume with better taste and target children, premium and functional food market. The
strategy of the company is to boost its product demand in the market by broadening product
range. Further, with its different yogurt varieties the company target different segment such
as with Muller corner series the company target household, Muller low-fat target youth and
healthy people and Muller corner Lactose-free for athletes (Kardes, 2016).
On the other side, Alpro focuses on providing high quality and sustainable products and for
that Alpro targets people who follow a healthy lifestyle, strive for balanced nutrition and
prefer sugar-reduced high protein products. The company gives better alternatives to yogurt

Principle of Marketing
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with its plant-based foods. The company capture or targets a niche market. Hence, Muller
uses differentiated target market strategy as the company has a different target audience for
its different yogurt products and Alpro uses niche target marketing strategy as the company
only targets healthy lifestyle people and people who want balanced nutrition (Dolnicar
et.al,2018).
Product: Muller offers wide varieties of flavored yogurt such as plain, vanilla, strawberry
yogurt. The company offers yogurt in a big pot for convenience of households, provides
different flavors such as white velvet, dark chocolate, strawberry, and cherry to attract
children. Further, in these different categories are available like lactose-free, reduced sugar
and fat-free yogurt (Larbi,2018). Alpro offers different categories than Muller as the
company focus on the balanced nutrition sector hence its product offerings are coconut
yogurt, cashew and soy variants, artisanal curds and non-lactose Greek yogurts (Alpro,2020).
Further, the company at present focuses on delivering plant-based vegan variants in order to
deliver its value of sustainable products and organic food to its customers (Costa Font and
Revoredo,2018). Hence, both companies offer products according to demand and desire of
its target customers and both use product differentiation strategy and target the same market
with its different product range.