Breakfast Cereals Competitor Analysis: Weetabix, Kellogg's, Nestle

This report provides a detailed competitor analysis focusing on Weetabix, Kellogg's, and Nestle within the breakfast cereals and related food markets. It examines each company's market segmentation, target audience, market differentiation, and market position. The analysis includes a comparison of their marketing strategies, strengths, weaknesses, product pricing strategies (market skimming, penetration pricing), product positioning, and distribution approaches. References to relevant academic sources are included to support the findings, offering a comprehensive overview of the competitive landscape and strategic approaches employed by these major players in the food industry.

Running head: COMPETITOR ANALYSIS
Competitor Analysis
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1CUSTOMER ANALYSIS
2.1 Competitors Analysis
Company Weetabix Kellogg’s Nestle
Product Breakfast cereals,
Puffins cereal, snacks
Breakfast cereals,
toaster pastries,
beverages, nutritional
bars, cookies, savory,
cereal bars, crackers,
snacks, waffles, etc.
Dairy products,
chocolates,
Beverages, Ready to
cook foods
Market
Segmentation
The Age range is
between 18 years to
70 years.
Fit for every religion.
Focuses on the
consumers who need
an increase in their
fiber intake.
The Age range is
between 18 years to
50 years.
Fit for every religion.
Focuses upon
consumer who prefer
hassle-free means to
their meals.
The Age range is
between 18 years to
50 years.
Fit for every religion.
Focuses on the
consumers from
urban households
and lower income
population.
Target Audience The consumers who
are Health conscious
middle class and
have high income.
The consumers who
belong from middle
class and have high
income.
The customers who
are Cost conscious
and have low income.
Market
Differentiation
The customers who
prefer healthier
choice for instant
noodles lay emphasis
on fiber.
The consumers who
appreciate food with
ease of preparation
and the ones that can
be consumed in a
single go.
Dry based noodles
instead of traditional
soup variation.
Market Position Most health- Most convenient Most budget

2CUSTOMER ANALYSIS
conscious instant
noodles as compared
to the competitors.
method of
preparation as
compared to the
competitors.
conscious products
as compared to the
competitors.
Marketing Strategy Differentiated
marketing strategy.
Differentiated
marketing strategy.
Undifferentiated
marketing strategy.
Strengths ● Prices of the
products are
comparitively
lower than it's
competitors
● People from
all classes
could afford
buying these
products
(Thomason,
2018)
● Have a good
reputation
● It is market
orientated.
▪ World’s leading
producer of
cereals
▪ It is market
oriented
▪ Have a large
range of
attractive
products
▪ Mass media
advertisement
(Tabeck and
Banerjee, 2016)
▪ Brand extension
▪ Specialization in
convenient, on-
the-go meals.
▪ Attractive to the
busy people of
current days,
working
● Specializes in
dry-variant of
instant
noodles.
● Attractive to
budget-
conscious
urban
households
looking for
food that can
be easily
prepared at
home
(Gornall, J.
2015).

3CUSTOMER ANALYSIS
outdoors.
Weaknesses
 Low brand image
 Low
advertisement
 Products variants
are less than the
competitors
▪ Price per packet
on average is
much more
expensive than
the instant
noodles that are
available in good
quantities.
▪ It is very
expensive to
develop new
products
▪ Detrimental for
budget-conscious
people
 Not have a strong
brand image in
Singapore.
 The accessibility
of its products in
the local mini
marts is
subjective and is
not as easily
available as
compared to its
competitors.
Product Pricing
Strategy
Market Skimming
Pricing Strategy
$2.95 for (Pack of 4)
Marketing Skimming
Pricing Strategy
$1.50 for one Cup
Marketing
Penetration Pricing
Strategy
$1.75 for (Pack of 5)
Product Positioning More for More
(The Price of the
products increase for
substantial
advantages) (Mardar
et Al., 2018).
More for Less
(The Prices increase
for lesser quantity in
order to
accommodate
convenience.
Less for More
(The Prices decline
for the greater
quantity)
Product Promotion Intensive distribution Intensive distribution Intensive distribution

4CUSTOMER ANALYSIS
Product
Place
Intensive
Placement
Intensive Placement Intensive Placement
References:
Gornall, J. (2015). Sugar’s web of influence 4: Mars and company: sweet heroes or
villains?. Bmj, 350, h220.
Mardar, M., Yegorova, А., Ustenko, I., Stateva, M., & Cherevaty, T. (2018). MODERN
TECHNOLOGY OF PRODUCTION AND STRATEGY OF PROMOTION OF
NEW CEREAL PRODUCTS ON UKRAINIAN CONSUMER MARKET. Харчова
наука та технологія, 12(2).
TABECK, P. S., & BANERJEE, S. P. (2016). CONTENT ANALYSIS OF CHILDREN
BASED FOOD AND BEVERAGES ADVERTISEMENTS. CLEAR International
Journal of Research in Commerce & Management, 7(7).
Thomason, R. (2018). Case Analysis I: Challenges MNCs Face in Emerging Markets: The
Nestlé Experience. Vision, 22(2), 232-234.