Comparison of Weetabix and Kellogg's Coco Pops on Target Market and 4P's of Marketing

This report compares Weetabix and Kellogg's Coco Pops on their target market and 4P's of marketing. It also provides recommendations to improve their marketing strategies. The report analyzes the pricing, product, promotion, and place strategies of both firms. The subject of the report is marketing, and the course code is MG412 Principles of Marketing. The report does not mention any specific college or university.

Principle of Marketing

Executive Summary
Marketing is the strategy to promote and selling the product or services in a particular
market and to target audience for satisfying their need. There are mainly 4p's of marketing that
helps in planning and executing the price, promotion strategy. In this report it is analysed that
4p's of marketing helps to improve the customer base and also target the specific market for
growth of the firm.

INTRODUCTION
Marketing is a process of promoting and selling the product or services to a target
audience for satisfying the need of an individual customer (Thabit and Raewf, 2018). This report
is based on UK cereals brands Weetabix and Kellogg's coco pop. Both the firm offering wide
variety of breakfast to attract kids, sports person and adults by different flavours such as
chocolatey, strawberry, etc. that is high in fibre and nutrition. In this report will discuss the
comparison of both the firm on its target market and 4p's of marketing. Lastly, it will suggest the
marketing strategies that can be improved its customer base accordingly.
Comparison of target Market-
From the above picture it has been identified that Kellogg's has good market share in UK
with 22% of independent retailer, more that 35% is for convenience store and 30% of
supermarket (SHENGNAN and Nedelea, 2019). Beside this, target market helps to identify the
profitable market segment and focus on specific few segments of the market, it also develops the
product or services for satisfying the target customer. Target market for Weetabix is focus on
factors like, socio-demographic, psychological & behavioural. On the basis of demographic
segmentation challenges analysis that cited firm target the adults, kids and scholar. Moreover,
Illustration 1: kellogg's market share

this is based on behavioural sectionalization that is seen that the brand focused on the consumer
which has a behaviour for living a balanced diet and healthy lifestyle. Further, organization focus
on psychological segmentation that is seen as quoted firm's customer such as sports and
multigrain devotee which focus at healthy food with multi-grain products that sold by company
(Sangwa, 2021). However, Kellogg Coco pops is based on psychological factors as well as
demographic factors. It is target the age group between 15 and 28 years old people. In addition to
this, there target customer are mother who are likely to feed their children healthy food with
amazing starters. The cereals for breakfast mainly focused on buyer which believes for good up-
bringing with twist in the food with maintaining healthy and perfect diet process.
Price-
Pricing strategies for organisation which ensures that its products are sell at right market
with relevant price for the high value products. It is stated that the pricing strategy used by
Kellogg’s for cornflakes and cocos, that is considered that the firm implement on competition
strategy of pricing (4p's of marketing, 2021). This clarifies that the organization aims at keeping
its flexible prices for competition through other firm's at the marketplace. It keeps the prices
more competitive as compared to other brand with focus on contributing discount offers as
vouchers from specific time or occasional. It also collaborates with e-commerce websites such as
Walmart, Tesco etc. This strategy helps to keep their product more competitive in the market.
While comparing both firm, Weetabix maintains a cost pricing strategy on which it considered
for fixing up the prices on the basis of cost of the products. For instance, the rate of original
Weetabix products are cheaper than its organic products which has introduced early.
Product-
Levitt's model of Weetabix

Core benefit It provides healthy and delicious breakfast with full of nutrition and amazing
flavours to its customer.
Basic product Basic products are Weetos, Oatbix, ready Break etc.
Packaging of Weetabix redesigned for making unique product for most of
the ranges. It has bright appearance with clean shaped logo and attractive
look with wheat field and sky (Monique and Cameron Cher, 2017). This
also shows four ticks at lower bottom to draw awareness to the features of
like, low sugar, fat, wholegrain and rich fibre ingredients.
Expected
product
Customer expect from cited firm to provide healthy and high fibre and
nutrition with dashed of originality excellent flavours.
Augmented
product
This is focused on growth by providing protein and also conducted rising
product development that occurs from wheat and pea protein.
Potential
products
Weetabix plans for launch healthy and tasty drinks in its product portfolio.
Illustration 2: Weetabix
whole grain cereal

Levitt's model of Kellogg's coco pop
Core benefit The core benefit of the company is to offer delicious breakfast for kids
that is rich in fibre and tasty for consumers.
Basic product It has a cute picture of monkey that holding chocolate breakfast bowl
in his hand, packet colour is yellow which attracts customers by bold
stated name. The monkey picture is attract kids towards the product,
features of cocos has great taste with no artificial colour (Huang and
Rust, 2021). The nutritional characteristics of product are rice, sugar,
coco powder etc.
Expected product The consumers expected that the product is to be rich in chocolate
with dark brown colour with containing a large quantity of pops that
can be perfectly filling for breakfast.
Augmented product Kellogg's need to improved its content with 35% less sugar.
Potential products Firm will introduce white-chocolate with vibrant coco pops.
Promotion-
Through channels of promotion differentiate between Weetabix and Kellog's that have
differentiated with each other. Weetabix has successfully implemented its channelized planning
strategy of marketing. It promotes their services through social media such as Instagram,
Facebook. Company wins new award of Weetabix campaigns that results more that 50 million
Illustration 3: Kellogg's
chocos

people have consumed the cereals. It has started the campaigns at different passage that creates a
various touch point of the day (Bansal and et.al., 2019). Weetabix increases its advertising cost
to £12million and also has put themselves as healthy brand in the market of the target audiences
like for health conscious people & kids. While Kellogg's make differentiate strategies of
marketing by promoting through different channels such as TV, advertisement . That boost their
performance and enhance productivity of their company as compare to Weetabix.
Place-
Place strategy helps in providing different channel for organization that increase their
brand positioning by increasing their infrastructure. Weetabix has launched planning of
wholesale and trades their goods and service to more consumers. It uses retailers as
intermediaries for selling its products such as high street stores, supermarket, wholesalers and e-
commerce (Arif and Balo, 2017). These to focuses on online selling by various platforms so that
it increases the customer base as well as improved the productivity. In addition to this Weetabix
introduced wholesale strategies for selling the product at maximum customer in 2018 by offer
sales. Whereas, Kellogg's used as currently by making sales planning through enhances place of
their in distinctive area. Both of the company sell their product online by various stores Tesco
and many more. From the above picture it has been identified that Kellogg's has its cereal cafe in
Manchester. It has also sold their product at Amazon, Flipkart, Indiamart etc.
Recommendations
It has been recommended that both of the firm should improve the 4p's of marketing that
is product, place, promotion and price. For Weetabix it been suggested that organization should
Illustration 5: Kellogg's
cereal cafe
Illustration 4:
Weetabix products in
supermarket

take the extensive strategies for marketing to cover more share through outdoor advertisement
like another firm do for promote the product at roadside hoarding, airports, market etc. Weetabix
can take help from SEO and other marketing sites where they build the customer base
accordingly (Alqahtani, 2020). It should offer discount and coupon on Christmas and new year
that attract the customers by adding human touch that results in reward loyalty. On other hand it
is to be suggested that Kellogg's can bring better strategies for innovation in the product that can
help to fight against the rising competition. It has fewer flavours as others so it needs to add
some attractive flavours that can be effective for sports person and senior people. Further,
organization can introduced the drinks to their customer for instant energy with high protein and
fibres, nowadays people have less time to cook the food or carry lots of baggage so that they
prefer to carry drinks for their healthy and nutritional foods.
CONCLUSION
From the above report it has been concluded that Kellogg's has better targeted market and
4p's of marketing so that it can capture more market share in UK and in whole world as
compared to Weetabix. In addition to this, Kellogg's has perfectly applied 4p's of marketing by
attractive features and design that focused on target the emotions of the customer. On another
side Weetabix gives lighter aspect that cannot attract the child as much. Moreover, the strategies
of 4p's helped the firm to become more powerful over the years and also captured effective
marketing share in the UK industry. Further, it is recommended that Weetabix should focus more
on marketing and advertisement for the product by offer discount and new year coupons.

REFERENCES
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