Comparison of Weetabix and Kellogg's on the basis of 4P marketing mix

This report compares Weetabix and Kellogg's on the basis of product, price, target market, place and promotion. It includes STP analysis, Levitt's model, pricing strategies, distribution channels and communication channels.

4P of marketing mix

Executive summary
Marketing is generally a set of various procedural activities for the creation of statically
distribution of valuation, effective communication and the values to make extreme income. Main
purpose of this report is to determine a comparison between two brand one is Weetbix and other
is Kellogg’s on the basis of their product, price, target market, place and promotion. Only
secondary data are used in this report.

Introduction
Marketing is an activity, which include the selling, advertising and delivering the goods
or products to customers or the businesses. It includes all those procedures, which help an
organization to promote or market their products. There are some principles in the marketing, on
the basis of which a business build their product promotion strategies. These are very helpful for
the effective and efficient promotions of the product and services. There are two organizations
one is Weetabix and the other is Kellogg’s Coco Pops, both of them offer the breakfast cereal to
the consumers. This report includes the comparison between both of two organizations on the
basis of their target, product, price, place and their promotions (Benoit, Lessmann and Verbeke,
2020).
Comparison on the basis of target market
The STP analysis is very effective for any organization, because it focuses on braking their
customers based on the smaller groups and also allows them to develop their specific marketing strategies
to engage the target audience.
 Segmentation- In this the market is divided into different parts according to their customers
characteristics based on some specific criteria. In relation of Weetabix, it divide their customers
based on the demographic criteria. It include profession, gender, age ad other etc. whereas the
Kellog’s coco pops divide the customers based on geographic, demographic and psycho graphic
criteria. It includes different values, social status and age of individual.
 Targeting- It identify a segment which is most likely to create the desired conversions and it
focus the marketing efforts on. In context of Weetabix, they target adults, kids, youth and
students for their product. Whereas Kellogg’s mainly target the school going children’s, because
they skip their breakfast in the morning. It also targets the whole family to use social norms that a
nutritional food value makes them a healthy person ( Gbadamosi, 2020).
 Positioning- In this, there is product positioning and marketing mix that is most likely to appeal to
chosen consumers. It helps the company to set their product in the market apart form their
competitors. Weetabix product positioning is a cereal brand for the consumers. Kellogg’s product
positioning is based on market penetration, they offer low price products to their customers. They
positioning themselves as the fun and a healthy option for morning breakfast.

Comparison based on the product of brand.
Product is an item that can be offered to the customers to satisfy their wants and needs.
The Levitt’s model is based on the idea of specific products and services as the stratification of
levels. It has four kinds of products. First is Basic product which only assures and satisfy the
core benefits of consumers. The second type is Expected product, which has the basic attributes
and all those characteristics which are expected by the consumers. Levitt’s third product is as
augmented product that can exceed the consumer’s expectations. The last product is categorized
as the potential product, which include all original benefits and features that really make it
different and distinguish offering.
Weetabix categories their products as an augmented products, because they consider the protein
as a platform for their company’s growth. They also conducted a big rise in product development
that is occurring from wheat protein and the pea protein. Kellogg’s categorized their product as
basic product, because their products contain the nutritional features including salt, sugar and the
various vitamins ( Ho, Pangand Choy, 2020).
The Aaker introduced five dimensions of a brand personality which are sincerity, excitement,
competence ruggedness, and sophistication. In context to this model, Weetabix represent their
brand personality of the sincerity with the high quality cereals which dives the trust. In contrast
Kellogg's coco pops characterize portrays a brand personality of the excitement with their
humanity and simplicity help suggest a sense of an excitement.
Comparison based on the pricing strategy
It is a process which is used by a company to fix their price of a particular products and
services. It takes in account many factors like market situations, supply and demand of products,
needs of the products and consumption of the resources within the market. There are any types of
the pricing policies which are followed by the Weetabix and Kellogg’s.
Weetabix follows the cost based pricing strategies and value based pricing strategies. There is
different price for the different product in a cost based pricing strategy. In this, the organic one is
expensive as compare to the original one. For the customer’s convenient, Weetaix makes a cup
of breakfast cereal. It increases their product’s price due because of value added by the
convenience services. Kellogg’s follows the competitive pricing policy. They uses some
programs like discount, offer and other schemes in the form of coupon that can be redeemed by
the customers for the free products. They keep their prices flexible so that they can compete
with their competitors and also depend on their sales growth. Often Kellogg’s dominated by their
own product’s brand to given market leadership ( Hunt, 2020).

Comparison based on distribution channels or place
This flow is followed by the products and services from production to the final
customers. it involve the retailer, producers, wholesaler and the final customers. it is a business
chain through which a services or product passes to reach their the end consumers. This
distribution channel can be direct or indirect. An organization’s indirect channel is separated in
to many levels. This network is used by the businesses to deliver the company’s product from
their manufacture to their final users. It’s a critical component of the downstream supply chain of
a company ( Mohammadiand Reed, 2020). Weetabix uses the various distribution channels such
as the retail stores, discounts, supermarkets and independent food stores. They use their existing
distribution channels and the experience. To continue their grow penetration and the distribution;
they are going with the new and multi channel marketing campaign. This supply chain is used by
the Weetabis to deliver their products. Their product also sold through the retail stores. Kellogg’s
is a worldwide organization and they serves a global area, that involve the manufacturing plans
in about 18 countries such as Canada, Asia, Latin America and the Australia. The marketing and
selling of product and services of the Kellogg’s is accomplished about the 180 countries. They
also directly deal with the retailers in order to send the goods to their targeted consumers. They
opened a warehouse to keep a well stock of the product’s supply to dispatch of the product in
efficient manner. Kellogg’s also got a large portion of their sales through stores, like the Wall
mart.
Comparison based on the communication channels or promotional methods
The promotion is a kind of communication and it is used by the firms to provide
information about their product’s benefits and features to their target customers. These methods
are used with the purpose of increasing awareness and create the interest among the customers
for the company’s brand. Another motive of the organization is to generate their sales and brand
loyalty about their particulars product among the audience. Weetabix has become a favorite food
item for the breakfast in UK. They uses various social media platforms such as Facebook, You
tube and others to promote their products among the audiences. These techniques are very
effective to target the consumers for their product’s consumption ( Ye, and et. al., 2021).
Televisions, radios and traditional media are some promotional and effective activities for the
promotion. In the other promotional move, Weetabix has released the mission nutrition and PC
game with the special packs of cereals. The Weetabix’s campaign will highlight the taste,
nutrition and value of their products. Kellogg’s offers healthier food products to their consumers
and it is an admirable promotional strategy. To attract and aware the audience, Kellogg’s uses
the media channels and it broadcast their promotional campaigns on TV and it specially cover
the kids channels. They repeatedly introduce the gift items and shown their ads on various

promotional platforms. They take help of Merchandise to market their products. It is a top
FMCG company to whom the other FMCG companies look up to for the promotional idea
( Todorova and Zhelyazkov, 2021).
Conclusion
From the above report it is concluded that the marketing a significant element for any
business. In the above conversation, there is an evaluation between two reputed bran one is
Weetabix and another is Kellogg’s. They both have different target market on the basis of
segmentation, targeting and positioning for their products. They adopt different pricing policies,
distribution channel, and different communication channel and different products based on the
Levitt’s model. The marketing mix is very crucial for any organization and their brand to
survive in the market and work efficiently.

Reference
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