Principles of Marketing

This report explores the principles of marketing in the context of Weetabix and Kellogg's Coco pops. It covers target markets, product offerings, pricing strategies, distribution channels, and promotional tactics. Gain insights into the marketing mix and its application in the breakfast cereal industry.

Principles of Marketing

EXECUTIVE SUMMARY
The report is prepared on two brands that are Weetabix and Kellogg's Coco pops to
analyse the principles of marketing of the both. Marketing mix is set of tactics that are applied by
a venture for making huge market shares and generating awareness among target population. The
report includes information about target market, offered prices, pricing structure and strategies,
promotional channels as well as location where products are available.

Table of Contents
EXECUTIVE SUMMARY...............................................................................................................
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Target markets.............................................................................................................................1
Product.........................................................................................................................................2
Price.............................................................................................................................................2
Place.............................................................................................................................................3
Promotion.....................................................................................................................................4
CONCLUSION AND RECOMMENDATION ..............................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing can be said to a business activity for devising, communicating, delivering
along with exchanging goods and services which are valuable to society, customers and
investors. It is also a process to get target population interested in organisational offerings (Alam,
Aliyu and Shahriar, 2019). Principles of marketing referred to P's of marketing mic that are
product, price, place and promotion that are used as tactics to reach wider consumers. The report
is prepared on two brands that are Weetabix and Kellogg's Coco pops which produces and offers
tasty breakfast treat that are not refused by kids and adults.
The report highlights target market of both brands and products offered in market.
Further, it also includes pricing strategy adopted by the brands and their channel management. At
last, it includes methods of promotion or communication.
FINDINGS
Target markets
All companies have target market in which they makes availability of their services and
products with marketing efforts to gain huge revenues. Target market is delineated to group of
consumers that are key emphasis of advertisements of a venture. Identifying target market assist
an enterprise to devise suitable marketing communication tactics or strategies (Bormane, Šķiltere
and Batraga, 2017). The consumer group shares similar characteristics and requirements about
the services that are served by an entity. It includes segmenting together with concentrating
marketing activities to essential segments that includes consumers to whom goods are offered for
sale. In case with Weetabix and Kellogg's Coco pops, target market are as follows:
Weetabix Kellogg's Coco Pops
The brand is specialised for Whole grain wheat
breakfast cereals that comes in kind of palm sized
rounded and rectangle shaped biscuits. The brand
have developed breakfast biscuits for targetting busy
and on the go consumers. Along with this, the target
market of Weetabix is three to six yeas of age
children as well as their parents who prefers distinct
The entity is a breakfast cereal producer
that endeavours to unite its coco pops.
The target market of the brand belongs
to age of three to twelve years old
children and senior adults that are above
65 years old. The organisation focus on
the targetted population on the basis of
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cereals than other individual belonging to forty to
eighty years. The brand have targetted desired market
after analysing income, social class, consumer
purchasing behaviour and lifestyle. Moreover, the
company also focuses on aspects like TV programme
they watch, their family life cycle and hobbies.
their behaviour and attitude for the
products and the brand (Braciníková and
Matušínská, 2017). Moreover, it attracts
the target market by offering wide
variants of Coco Pops.
Product
Product is an umbrella term which is used for any substance that is offered for purpose of
sale (Gupta and Nair, 2020). Each product is made at a cost as well as have unique features. The
products of Weetabix along with Kellogg’s Coco Pops are underneath:
Weetabix: The brand have diverse range of products such as Weetabix Originals,
Weetos, Minis, Alpen, Fruit and Nuts, etc. All these are simple in appearance and decent
packaging with polyethylene lining that protects biscuits from breakage or moisture from air. As
per Levitt's Brand Modelm, a product passes from four phases that are said to life cycle of
product. The stages are introduction, maturity, growth and decline. In cintext to products of the
brand, all passes from these stages to sustain their positions. Likewise, Aaker model includes
five elements of brand personality that are ruggedness, sophistication, excitement, competence
and sincerity (Liu and Levin, 2018). Weetabix includes all dimensions because it is quite honest,
sophisticate and successful brand.
Kellogg’s Coco Pops: The product line of the brand includes Coco Pops hot chocolate,
banana sticks, coco pops skeleton and Coco Krispies. The product have attractive and colourful
packaging which grabs attention of wider consumers. The brand is at growing stage as it is
working on grabbing larger market shares. The products are offered in boxes that are designed
for the blind. In context to Aaker model, the brand encompasses all dimensions which makes it
charming, imaginative and powerful in competitive market (Maison, 2018).
Price
Pricing- It mean the amount or value of the product that consumer have to pay for the
same (Shulgina, 2017). It is the main element in the marketing mix, it is the revenue earn through
sell the product in the market. By appropriate price help in accomplish of the objective of
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organization. Pricing strategy is the technique that company use to price their goods and
services. There are different strategy is followed by entity are penetration pricing, price
skimming, competitive pricing and promotional pricing.
In Weetabix, the pricing strategy follow by them is cost based pricing, they et different
price for the different product. They develop the product line in their pricing strategy. They set
the price according to the cost of product in the market. It is based on the cost of manufacturing,
distribution. Its market price in online is 10.10 pounds and in the store it is 11.17 pounds which
is high than online price. Their competitive product are Primizie, ConAgra, Tofutti Brands,
Miyoko's.
In the company Kellog's Coco Pops, they follow the competitive pricing strategy, it mean
they have to lower their price according to competitor price for increase the sales. They also
offer discounts, coupons which is used for claim free product. They always put price in a flexible
manner so they able to compete with other player. In the retail store the market price of this
product is 7.11 pounds and in online the rate of this is 6.08 pounds which is cheap then offline
store. Their competing product for this product is Choco bombs, Chocolate lucky charm,
Snickers, Choco Snaps.
Kellog's coco pops Weetabix
They follow competitive pricing strategy for
increase the sales and maximization of profit.
They follow cost based pricing strategy in
which they charge different price for different
product and also values based pricing strategy
to increase the users for their product.
Their market price in online is 6.08 pounds and
in offline it is 7.11 pounds which implies that
online price is cheaper than offline because on
online they provide so much offer and discount
than offline.
Their market price in online is 11.17 pounds
and in store it is 10.10 pounds which also tells
that they make the offline price low to increase
the customer and their brand name everyone
purchase that in respect to their competitor.
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Place
Place – It is also the main element of the marketing mix which define the location and
movement of the goods at the right place at the right time (Tadajewski, 2019). This can be done
through distributor and wholesaler and retailer.
In the Kellogg's coco pops product is available at grocery shops, big Bazaar and at
supermarkets. Their distribution channel from manufacture to wholesaler and then retailer to
customer.
In the Weetabix, their product is available at departmental stores, convenience shops
and at retail stores easily. They follow the distribution channel of manufacture to wholesaler then
retailer.
Promotion
Promotion is a method to influence the behaviour of buyer to purchase the goods and services. It
tells the feature and benefit of particular product through attractive ways that include advertising,
effective communication through various ways like television, radio and newspaper. It plays
major role in achieving company goals and objective and increase brand awareness among
buyers, enhance in sales and profit and there are other benefit of promotion also which indirectly
help the company (Wiscicka-Fernando, 2018).
Weetabix: The brand uses extensive promotion strategy to promote their brand in Britain
initially. Company used catchy jingles to capture the attention of consumer like ' Have you had
yours' and ' Nation's favourite cereal'. They use TV ads and gave ads in newspaper. In present
scenario company use digital method and social media to promote the brand by telling them the
benefit of product that how healthy it is, what are its ingredients and compare with other brands.
Company gives sample of food items and also use social media platform by realising
promotional video on internet and tells the benefit of their healthy products. They target youth
seekers and children for their product promotion and pitch their desires.
Kellogg coco pops: The brand has acquired large market share across the world and it
could be possible only through great advertising and promotional strategies. Company target
costumer that are children, youth and use TV advertising and digital method to promote.
Company introduced many variants in products that grab the attention of costumer and it also
maintain high quality product strategy which also helps the company in promotion.
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CONCLUSION AND RECOMMENDATION
From the report, it is concluded that principles of marketing provides direction to the
brand about making position in the target market through its products. Marketing principles
addition to elements of marketing mix plays essential function for attaining success of brand.
The 4P's of marketing comprises product, price, place and promotion that are useful to stand
ahead in competition. It is recommended to the brands that they should mould their pricing
strategy according to the market condition. They have to increase their outlet at different place,
they have to focus on their competitor product also in regard to the price.
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REFERENCES
Books and Journals:
Alam, M. M., Aliyu, A. and Shahriar, S. M., 2019. Presenting women as sexual objects in
marketing communications. Journal of Islamic Marketing.
Bormane, S., Šķiltere, D. and Batraga, A., 2017. Sustainability: economic, environmental and
public issues. Marketing possibilities. Regional Formation and Development Studies.
23(3). pp.21-35.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Gupta, C. B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Liu, Y. and Levin, M. A., 2018. A progressive approach to teaching analytics in the marketing
curriculum. Marketing Education Review. 28(1). pp.14-27.
Maison, D., 2018. Qualitative Marketing Research: Understanding Consumer Behaviour.
Routledge.
Shulgina, L., 2017. Principles of marketing management of a modern enterprise. World Scientific
News, (72), pp.628-636.
Tadajewski, M., 2019. Habit as a central concept in marketing. Marketing Theory. 19(4). pp.447-
466.
Wiscicka-Fernando, M., 2018. Sustainability Marketing Tools in Small and Medium
Enterprises. The Sustainable Marketing Concept in European Smes: Insights from The
Food & Drink Industry, pp.81-120.
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