Differentiation of Weetabix and Kellogg's on the Basis of Marketing Mix

This report explains the differentiation of Weetabix and Kellogg's on the basis of marketing mix which is target market, product, price, place and promotion of the two companies. It includes STP analysis, differentiation on the basis of brand/product, pricing strategy, channel of distribution/place and promotion. The report concludes that both companies use the best strategy according to their product and service.

Principles of Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................2
TASK ..............................................................................................................................................3
Explain the differentiation of the two companies on the basis of target market ?......................3
Differentiation on the basis of brand/ product............................................................................4
Differentiation on the4 basis of pricing strategy ........................................................................4
Differentiation on the basis of channel of distribution/ place ....................................................5
Differentiation on the basis of promotion...................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is defines to th4e activities which is undertaken by the various business
organisations to promote the buying and selling of products and services it included advertising,
selling and delivering the products and services to the consumers or the other businesses. It is
very important for the business organisations that they consider the marketing strategies. The
purpose of marketing is important to understand the needs and wants of the customers. The main
objective of marketing to get he peoples interest in a particular product or service within the
company(Hunt, 2020). This report is based on the Kllogg's Coco Pops and Weetabix which
offer breakfast cereal to their customers. This report will include the differentiation of the two
brands on the basis of marketing mix which is target market, product, price , place and
promotion of the two companies.
TASK
Explain the differentiation of the two companies on the basis of target market ?
STP matrix is very impressive for the business enterprises as it helps them to identify the
organisations 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 which is
discussed below;
Segmentation- This method is used by the business organisations in order to aggregate
the prospective buyers into groups or segments with common marketing section. Weetabix uses
the demographic criteria to segment its customers including profession, age, gender etc. wheras
the Kellogg's undertake the psycho graphic, demographic and geographic criteria to segment
their customers(Bacon, 2017).
Targeting- This is the process in which the business organisations breaks down the large
market into smaller segments to concentrate on a specific group of customers Weetabix target its
customers as the young adults and the kids, it also target their customer on the basis of
behavioural segment as the marketing managers idetified that brand target those customers who
prefer a healthy lifestyle and the balanced diet. Whereas, Kellogg's target school going students
especially children's as they avoid morning breakfast. Along with them it also target whole

family by using the social norms that their product contains the quality of nutrition value which
can make the breakfast healthy for the customers consuming it.
Positioning- This is the element of the marketing mix where the company sets the
marketing strategies in such a way that their product is visible on the top. It also refers t the
uniqueness in the product which can differentiation from the other brand. Kellogg's position its
product on the basis of the market penetration as it offers low priced products to their consumers
and positioning by advertising in such a way that it shows that it provided healthy breakfast meal
for everyone. Whereas, Weetabix position itself as top cereal brand product for the consumers.
(Hostetter 2017).
Differentiation on the basis of brand/ product
The product of the business organisation is referred to as the thing which company offers
to its customers to satisfy their needs and wants. Levitt's model which focus towards the thought
of a product or services as classification of levels. It explains the four kinds of goods. Foe
example , the basic product which is offer to satisfy the need and wants. Expected products are
those which are made by identifying the customers perceptions. Augmented product are those
products which has the ability to exceed expectations of the customers. At last, the potential
product contain original characteristics and those advantages that offer something different to its
customers.
Weetabix consider their products as augmented product because it believes that protein as a level
for the development and growth. It produces those products which are made form the wheat and
pea protein. While Kellogg's products are categorised as the basic product because it's product
provide the nutrition including salt, rice, sugar, malt flavouring and other vitamins etc.
Differentiation on the4 basis of pricing strategy
It is considered as the very important component of the marketing mix. The price of the
product is basically the amount which is paid by the customer to purchase that particular product.
It is the crucial part because it states the survival and profit of the business organisations. If the
business organisations fluctuate their prices which can have a huge impact on the marketing
strategies as well as it will affect the sales and demand of the product in the market.

Weetabix uses the cost based and valued based pricing strategy in order to attract the
large number of customers. They charge different amount for different product in their cost
based strategies as they can lower their product's price to attract new customers base in the
market. Their main AIM is gain a large market share in this industry. And in value based pricing
strategy the company can facilitate a cup of the breakfast cereal for the ease of their customers. .
In comparison of other supermarkets they are selling their products at an expensive rate. Also
due to the value based strategy the company can charge high prices on its premium products of
the organisation(D'Amore and Chawla, 2017).
Kellogs is the largest cereal enterprise in the worldwide. It depend on their sales growth
and keeps their product's price flexible in order to compete their rivals. At times, the organisation
adopt the dominated pricing policy in their market leadership. It also utilises the competitive
pricing policy which is based on market condition and research. The company is heavily
dependent on the pricing levels such as coupons and discounts that can be redeemed to buy free
products to attract customers towards their brand.
Differentiation on the basis of channel of distribution/ place
The distribution channel is defined as the chain of businesses through which the final
buyer purchase the products or services. It is a link between producer and the end consumer is
normally intermediaries, Like retailer, wholesaler , brokers. The distribution channel can be
direct or indirect(Ndofirepi, Farinloye, and Mogaji, 2020).
Weetabix has various distribution channels which include the retail convenience stores,
discount, independent food stores and supermarkets. The company consider their existing
distribution channel and the experience. Weetabix is going with a multiple channel and new
marketing campaign for the continue growth penetration and distribution. Its also sell its
products through the various retail stores(Chaffey, and et.al., 2020).
Kellogg's is an international business enterprise which serve to the global area including
their manufacturing plan within more than 18 countries such as Canada, United kingdom,
Australia, Latin America and Asia. They sell their products and provide services around 180

nations. The company have their own warehouse where they keep a well stocked of the product's
supply to distribute the product for their customers in quick and efficient manners. The
organisation also deals with the various retailers who have shops and deliver their products to its
consumers(Sharma, Nasreen and Kumar 2019).
Differentiation on the basis of promotion
The process of promotion include how to advertise or promote the products or servicres
of the business organisation. Promotion included various forms such as advertising, offering
discounts , coups etc. The main aim of promoting the product is to make aware of the product to
its customers. Also it included providing of the right information to its customers so that they can
make decision of the purchasing the product or service.
Weetabix is most famous and beloved product with morning breakfast in United
Kingdom and it uses online platform t6o promote its products such as Facebook, you tube. These
communication methods target the customer effectively as these mainly include television and
other traditional media. In context of Kellogg's, they 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 channels which are
watched by kids such as cartoon channels like Disney(Nayeem, 2020).
CONCLUSION
From the above report it is concluded hat the maekting mix is an important tool which is
used by every business organisation in order to target their customers. The various business
organisations market their product according to the various factor. The STP analysis is an
important component of the marketing mix. The differentiation between Weetabix and kellogg's
suggests that both the companies use the best strategy according to their product and service. It is
important that they segment and target their product according to the need of the customers.

REFERENCES
Books and Journals
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marketing career success. Journal of Marketing Education. 39(2). pp.109-123.
Chaffey, D., and et.al., 2020. Marketing digital (No. hal-02927026).
D'Amore, C. and Chawla, L., 2017. Many Children in the Woods: Applying Principles of
Community-Based Social Marketing to a Family Nature Club. Ecopsychology.
9(4). pp.232-240.
Hostetter Jr, L.R., 2017. Teaching innovations in marketing: A brand-based student-led
inquiry of marketing concepts and practices. Marketing Education Review.
27(2). pp.66-71.
Hunt, S.D., 2020. For re-institutionalizing the marketing discipline in Era V. AMS
Review. 10(3). pp.189-198.
Nayeem, A., 2020. Evaluation of Service Marketing Mix of Hypertag Solutions Ltd.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous
higher education market: A case of Africa. In Understanding the higher
education market in Africa (pp. 241-262). Routledge.
Sharma, Y., Nasreen, R. and Kumar, A., 2019. Role of social network in defining the
impact of marketing-mix on satisfaction from food items at subsistence
marketplace. Indian Journal of Marketing. 49(2). pp.7-24.