Principles of Marketing: Weetabix and Kellogg's Coco Pops

This report examines the principles of marketing applied to Weetabix and Kellogg's Coco Pops, including target market, product, price, place, and promotion. It analyzes the strategies used by both brands and provides insights into their marketing mix.

Principle's of marketing

EXECUTIVE SUMMARY
This report is based upon principles of marketing applied on two brands: “Weetabix and
Kellogg's coco pops”. This reports including various elements such as target market of both
brands, product, place, price and promotion from marketing mix. Product of the brands are same
its an cereal for breakfast, pricing strategy adopt by Weetabix is cost base pricing and value base
pricing. Apart from this Kellogg's used competition based pricing strategy. Both the companies
use multi media advertising, sponsoring and product placement for promotion of its product.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparison of target market.......................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion.....................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Principles of marketing are about marketing idea that firm's use for an effective
marketing strategy. These principles creates marketing mix, firm's use marketing principles for
the effective promotion of their goods or services. Marketing is a process of attracting customers
and generate their needs for an organisation' products (Arfaee and Rezaei, 2018). Brands's which
are selected for this report is Weetabix and Kelldogg's Coco Pops. Weetabix is a full grain wheat
breakfast cereal produced by the company at UK. Kelloggs Coco pops, Cocoa Krispies is a
breakfast cereal produced by Kellogg's. It is a Cocoa flavoured that contains real chocolate. This
firm was introduced at US since 1958. This report covers various topics such as effectiveness of
the marketing mix for both firms and marketing process planning of segmentation, targeting and
positioning ( STP) (Argade, 2020) . In addition this report contains 4ps of marketing mix such as
product, place, price and promotion.
MAIN BODY
Comparison of target market
Overview of the firms:
Weetabix, the product produced in UK since 1932, weetabix were invented by an
Australian. The cereal comes in the form of palm size rounded rectangular shaped. It include
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ingredients organic and Weetabix crispy bite sized variations. An organisation have international
distribution in around 80 countries. This brand has a share of approx 65% of the breakfast cereal
market.
The Kellogg company is an American multinational food manufacturing company
headquarter situated at Bttle creek, US since 1958. The products are manufactured and
distributes over 180 countries (Guenthner, 2020). Among the competitors, this company has a 70
percent breakfast cereal market share, lead by Kellogg's brand.
A target market refers to a group of customers that a company wants to sale its products.
Company must know who is its target market, to whom it want to sale its products. It plays
important role in any firm's operations and revenues.
Weetabix target market is the younger generation, specially for boys who needs
sustainable breakfast to support them in whole day or at sports activities (Hockenberry, 2019).
This brand as a ready to eat cereal have an oligopoly market, in the mature stage. The market
segment, the firm covers younger aged persons, entity target boys who are active in sports
activities. Firm positioned itself not only within the country even across the world. An
organisation is covered medium class to higher class family, those affords a standard lifestyle.
Kellogg's is the direct competitor of WeetaBix, the company has a strong recorded sales
with it. The current target market of the firm is younger age boys but for the mature healthy
market segment, specially adults aged 30 and above 40 will be targeted. This target market can
be mothers and children who are prefer healthy and high quality food (Totten, Irtisam and
Yeargain, 2017). It targets upper middle class or upper class families, these family owing its
products. The product segment is depends upon geographical, demographical, Psychographic,
behavioural. It products are available in general trade, modern market and hyper market in city,
in rural it has less consumption. In its product gender and education does not plays much role.
Generally, the quick ready to eat breakfast suggested by modern mothers. It positioned its
products as a healthy and nutritional breakfast in comparison to less healthy products like bread
and butter.
Product
A products is an objective available for the customers use or anything offers for the
consumers satisfaction. A product contains its design, packaging, size, colour, shape etc.
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“Weetabix” has successfully used differentiation strategy over the years through creating
the unique value of their customers and focusing on right customer to gain right product as
breakfast cereal (Kashyap). The product shaped rounded rectangular in palm size. Levitts brand
model has driven cycle in four stages including core benefits, actual product, augmented and
potential product. The firm provides actual product to its customers with a specific quality,
features and packaging. The product touches younger people emotion specially to boys who are
playing sports in context to supporting healthy breakfast. In addition according to Aaker brand
model product has five personality- sincerity, competence, excitement, sophistication and
ruggedness. The firm follows competence personality because it ensures customers for healthy
and supportive breakfast.
“Kellogg's coco pops is a cereal product which is used by children and adults as breakfast
food. The product has both box and wrapper packing with a unique packaging. The firm target
its product with healthy and high quality food for adults and younger once (Kotni, 2017). In
context to Lavitt's brand model firm provides augmented products to its customers because some
times the product contain extra offer or small product free inside the packing. In addition
according to Aakers model personality dimensions product has excitement personality with it.
Price
Pricing is the important element of marketing mix, as it a value that is put for a product.
Every firm should choose strategic pricing for the products to achieve its objective. In store
pricing, it refers by retailers to sale their products inside stores. Online pricing, the price assigned
to customers to buy products via internet websites. Generally, online prices are lesser than in
store prices.
Weetabix Kellogg's
In order to set up a price, company must select
various pricing strategies such as cost based
pricing, value based pricing, competition based
pricing, performance based etc (Kupec, 2018).
Weetabix uses cost based pricing and value-
base pricing. In cost based pricing firm set up
the price by cost of the product. In value base,
From various pricing strategies Kellogg's coco
pops follows competitive pricing. The firm sets
this price on the basis of research and market
conditions. Organisation uses programmes like
discounts and other schemes. Firm uses this
pricing strategy to compete other companies
and to become a market leader for cereal
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firm makes cup of breakfast cereal in order to
comfort the customer’s which contains higher
price than box price. But the customers willing
to pay more money for the suitability. The
product set up its price lower in online mode
than in store.
(Laczniak and Murphy, 2019). The firm
considers that offline shopping is not addressed
people who are buy online products. For this,
company provides cereal on online product at a
cheaper price than in- store price.
Place
It refers the process of moving goods from producer to its final customers. This includes
marketing channels such as manufacturer, agent, whole-seller, retailers and consumer.
“Weetabix” advertise its its product on social media platform as well as print media, so
that it can target audience who are active on social media (Lewnes and Keller, 2019). The
product is available at in-stores through whole sellers and retailers as well as on online mode by
producer directly.
“Kellogg's coco pops” has various distribution channel such as convenience, hawking,
mini stores, hyper markets, grocery retailers etc. The firm sells its product by direct sales force to
grocery stores. It also uses brokers or agent system and supermarkets through direct store door
delivery.
Promotion
Promotion is type of communication between buyer and seller related to the goods or
services. It used to attract people and raise consumers interest towards firm's products or
services.
The message “Weetabix” pushes that healthy cereal breakfast for kids that will support
them trough out the day or sports time. Firm use multi-media advertising, sponsorships, product
placement so that it can constantly remind customers to buy their product rather than other
cereals (Musakayeva, 2019). Since it is in maturity stage a large amount of promotions not
necessary because now company can maintain its position as a market leader.
“Kellogg's coco pops” the firm focuses on building a strong brand for increasing its sales.
The firm use various promotional strategies, it has been sponsor USA gymnastics, kid's series
and various events also. Social media is being used for its marketing campaigns, to increase
cereal's growth in emerging market firm messaging audience on the special occasions (Pavenkov
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and Rubtcova, 2019). Apart from this the company expanded its availability on cups to comfort
its customers and attract them. From this strategy customer's ready to pay higher price for their
convenience.
CONCLUSION
From the above report it has been concluded that marketing mix is a strategy to attract or
target the audience for the effective organisation growth. Firm's consider target market, product,
place, price and promotion for its marketing. These elements helps firm's to make better
strategies for achieve its objective and compete other competitors. From both the brands
“Kellogg's Coco pops” has been most successful in its applications of 4ps because the firm
targeted large market rather than Weetabix. Also firm successfully positioned its products in
customers mind and provide comfortableness to its customer's even at higher price. Both the
brand could improve marketing mix use in their cereal market through innovate more things, via
provide various flavours and set effective pricing in market.
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REFERENCES
Books and journals
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(pp. 547-572). Springer, Cham.
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Kashyap, S., Social Marketing: Notion and Past.
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Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis. Marketing Identity. 6(1/1).
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Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
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Lewnes, A. and Keller, K., 2019. 10 Principles of Modern Marketing. MIT Sloan Management
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Pavenkov, O. and Rubtcova, M., 2019, February. Theoretical and Methodological Basics of
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Totten, J. W., Irtisam, R. and Yeargain, J., 2017. Now That The Legal Stuff is Over With, Here
Comes The Flood: Marketing St. Joseph Abbey's Caskets. Journal of Case Studies.
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