Principles of Marketing Assignment 2022

PRINCIPELS OF MARKETING
NATALIA MARTA CZYZ
BNU: 22022322
LECTURER: Ademola Samuel Oluwaranti
CW1: 4 P’S OF MARKETING MIX
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1. EXECUTIVE SUMMARY
The purpose of this report is to compare the implementation of the 4 Ps of marketing
mix by two successful companies in their products, such as Weetabix and Kellogg's
Coco Popps. Secondary research, as well as personal observations in physical
stores, have been conducted. According to the comparison analysis, both brands
have implemented the 4 Ps of the marketing mix in an effective manner. However,
Weetabix should improve its marketing strategy to be more competitive within the
market.
TABLE OF CONTENS
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1. EXECUTIVE SUMMARY...........................................................................................................2
2. INTRODUCTION.........................................................................................................................4
3. FINDINGS....................................................................................................................................5
3.1 COMPARISION OF THE TARGET MARKETS...................................................................5
3.2 PRODUCT.................................................................................................................................5
3.2.1 Levitt's Weetabix Model....................................................................................................6
3.2.2Levitt’s Kellogg’s Coco Pops............................................................................................7
3.3 PRICE........................................................................................................................................8
3.4 PLACE.....................................................................................................................................10
3.5 PROMOTION..........................................................................................................................10
4. CONCLUSION AND RECOMMENDATIONS...................................................................11
5. REFERENCES..........................................................................................................................12
6. APPENDIX A.............................................................................................................................14
7. APPENDIX B.............................................................................................................................15
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2. INTRODUCTION
The purpose of this study is to make a comparative analysis of the 4 P’s
marketing mix such as Price, Place, Product, Promotion of two cereal
brands: Weetabix and Kellogg’s. With a 7% market share of the UK
cereal market, Weetabix is a trusted and health-conscious brand in the
UK. The brand generated $440.4 million in sales in 2020, which is a
$22.2 million increase over the previous year (Statista,2021). As a
comparison, Kellogg's holds a market share of 42% of the total UK
cereal market, which includes the coco pops product. According to
Kellogg's, its products were consumed by 5.4 million British consumers
in 2019. In the third quarter of 2020, sales for the brand grew 4.5% to
$3.5 billion. (Statista, 2021).
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