Principles of Marketing: Differentiation on Target Market, Brand Product, Pricing Strategy, Distribution Channel and Promotion

This report compares Weetabix and Kellogg's Coco Pops on the basis of their target, product, price, place and promotions. It covers STP analysis, Levitt's model, Aaker's brand personality, pricing strategies, distribution channels and communication channels.

Principles of marketing

Table of Contents
INTRODUCTION .............................................................................................................................3
Differentiation on the basis of the target market...........................................................................3
Differentiation on the basis of brand product................................................................................4
Differentiation on the basis of the pricing strategy ......................................................................4
Differentiation on the basis of distribution channel or place........................................................5
Differentiation on the basis of communication channels and promotions....................................6
CONCLUSION .................................................................................................................................6
REFERENCES...................................................................................................................................7

INTRODUCTION
Marketing is an art and science that explore, create and deliver the value to customers in
order to fulfil their needs and wants. It determine the unfulfilled desire and needs of the
consumers, so that their wants can be meet by serving them an appropriate products to satisfy
their needs with profit maximization. Marketing is dependent on the customer's wants and needs
that are changing constantly. It offer the consumers service or product for their satisfaction. The
organisation chosen in this report are Kllogg's Coco Pops and Weetabix which offer breakfast
cereal to their customers. Main aim of this report is to compare these two organisation on the
basis of their target, product, price, place and their the promotions (Stakhova and Dukhovnaya,
2020).
Differentiation on the basis of the target market
STP matrix is very impressive for the business organisation as helps them to identify
company's valuable customers sections and also create the marketing communication to target
their potential customers. In context of Weetabix and Kellogg's there is a STP analysis that is
given below:
 Segmentation- This method helps an organisation to divide their potential customers on
the basis of similarities. This segment include the division on the basis of geographic,
demographic, psycho graphic and behavioural. Weetabix uses the demographic criteria to
segment its customers including profession, age, gender etc. while Kellogg's undertake the
psycho graphic, demographic and geographic criteria to divide their target audience.
 Targeting- It is a process of selecting right segment to target customers and make
marketing related activities with the purpose of choosing that segment which is align
company's goals and help them to achieve their target. Weetabix target young adults and
the kids, it also target their customer on the basis of behavioural segment as they observe
that brand target those customers who prefer a healthy lifestyle and the balanced diet
behaviour. Whereas, Kellogg's target school going students especially kids as they avoid
morning breakfast. Along with them it also target whole family by using the social norms
that their product has the quality of nutrition value which make their breakfast healthy
(Schmitt, 2020).

 Positioning- In this element of STP, it is related to create the products and effective
marketing strategies in order to fit that segment which is created by the organisation. It
help the company to set their products on top. Weetabix positioing itslef as top cereal
brand brand product for the customers. Kellogg's positioning is depend on the market
penetration as it6 offer low price products to their consumers and positioning itself a fun
and healthy choice for customer's morning breakfast.
Differentiation on the basis of brand product
Product is that thing which is offered to the customers or market to meet their desired need
and wants. Levitt's model is concerned towards the thought of a product or services as
classification of levels. It contain four kinds of goods (Park and Tran, 2020).
Basis product are offered to satisfy the customer's core benefits. Expected product has a basic
attributes and contain those features that are expected by customers. Augmented product has the
ability that it can exceed expectations of the customers. At last, the potential product contain
original characteristics and those benefits that offer something different.
Weetabix undertake their product as augmented product because it consider that protein as a level
for the development and growth. It develop those products that occur form the wheat and pea
protein. While Kellogg's products are categorised as the basic product because it's product provide
the nutritional feature including salt, rice, sugar, malt flavouring and other vitamins etc.
The Aaker introduce five conceptions of the product's brand personality that include excitement,
sophistication, sincerity, competence and ruggedness. In context to this belief, the Weetabix stand
for a brand personality of the sincerity with it's advanced quality cereals products which diving the
trust. In case of Kellogg's coco pops, it represent the portrays as a brand personality of it's
excitement with the humankind and the simplicity that help to evoke a sense of an kindle.
Differentiation on the basis of the pricing strategy
In pricing strategy, a specific amount of a product or services is fixed that is paid by the
customers in the exchange of goods. It is impacted by several elements such as need of product,
supply within the market, consumption resources and market situation. There are numerous
pricing strategies. in the market and some of them are following by Kellogg's and Weetabix for
their company's products ( Moscardo, 2020).

Weetabix implement the cost based and value based pricing strategies in order to attract a large
number of customers. They charge different amount for different product in the cost based
strategies as they lower their product's price to attract new customers base in the market. By this,
their main purpose is gain a large market share in in this industry. In value based pricing strategy
they facilitate cup of the breakfast cereal for the convenient to their customers. Due the the value
added by convenience service they charge high price . In comparison of other supermarkets they
are selling their products at an expensive rate. whereas, Kellogs is a biggest cereal organisation in
worldwide. It keeps their product's price flexible in order to compete their rivals and depend on
their sales growth. Sometimes they adopt the dominated pricing policy in given their market
leadership. It uses the competitive pricing policy that is based on market condition and research.
They believing heavily on the pricing levers such as coupons and discounts that can be redeemed
to buy free products ( Mehmet, Roberts and Nayeem, 2020).
Differentiation on the basis of distribution channel or place
It is affiliated with the location in which an enterprise decide that where they should trade
or sell company's product and how product's delivery take place in the market. It is that placing of
products which display the placement and certain stores of products. It is a business chain which is
used by the organisation to deliver their product until it reach to the final users. These distribution
channel can be indirect or direct. There are numerous level in indirect channels in which a proper
network is undertake by the business to deliver their products from manufacture to the final
customers (Lenglet and Mencarelli, 2020).
Weetabix has numerous distribution channels that include the retail convenience stores, discount,
independent food stores and supermarkets. They undertake their existing distribution channel and
the experience. It employ the supply chain strategy in order to deliver and distribute their
products. Weetabix is going with a multiple channel and new marketing campaign for the continue
grow penetration and distribution. Its also sell its products through the retail stores. Kellogg's is an
international organisation that serve to the global area including their manufacturing plan within
more than 18n nations such as Canada, United kingdom, Australia, Latin America and Asia. They
sell their products and provide services around 180 nations. They have their own warehouse where
they keep a well stocked of the product's supply to dispatched the product for their customers in

quickly and efficient manners. This organisation also dealt with the retailer to deliver their
products to its consumers.
Differentiation on the basis of communication channels and promotions.
This process undertake the promotional activities of a product by using the PR,
advertisement and promotional strategy. Main motive of this strategy is to inform the customers
that why their product is beneficial for them and why they should pay for it. This method uses the
online and offline advertising to promote the company's products (Dolnicar and Talebi, 2020).
Weetabix is most popular and beloved morning breakfast in United Kingdom and it uses online
platform such as Facebook, you tube and other etc. to advertise their products. These
communication methods target the customer effectively as these mainly include television and
other traditional media. They also begin mission nutrition with some particular cereal's packs. In
context of Kellogg's, they aware the target customer about their food products as it provide the
healthier food for their customers and uses an excellent promotional methods by telecast their
marketing campaign on televisions that mainly cover the kids channel (del Blanco, 2020).
CONCLUSION
From the above report it is concluded that, marketing is very important and crucial
elementals for any organisation. In the above report, it represent a compression between two most
popular bran that are Weetabix and Kallogg's. It doifferentiat them on the basis of their target
markets such as segmentation, targeting and positioning. They have different pricing policy and
uses various channel of distribution in order to deliver the product to their customers efficiently.
So, marketing mix is an important part of an organisation in order to run their enterprise smoothly.

REFERENCES
Books and Journals
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Mehmet, M., Roberts, R. and Nayeem, T., 2020. Using digital and social media for health
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Moscardo, G., 2020. Stories and design in tourism. Annals of Tourism Research, 83, p.102950.
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Schmitt, B., 2020. Speciesism: an obstacle to AI and robot adoption. Marketing Letters, 31(1),
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Stakhova, L.V. and Dukhovnaya, L.L., 2020. Features of Marketing and Management Activities
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