Weetabix vs Kellogg's: A Comparative Analysis of Marketing Strategies

This report provides a comparative analysis of the marketing strategies employed by Weetabix and Kellogg's, two prominent cereal manufacturers. It begins with an executive summary and introduction to marketing principles, focusing on the 4Ps: product, price, place, and promotion. The study delves into the target markets of each company, differentiating them based on demographic and psychological factors. A detailed comparison of the products is presented, examining shape, packaging, color, and brand values using the Levitt model. Pricing strategies, distribution channels, and promotional activities of both companies are also analyzed, highlighting the competitive approaches used. The conclusion summarizes the key differences in their marketing strategies, emphasizing the significance of the 4Ps in capturing target markets. The report references various academic sources to support its findings.

PRINCIPLES OF MARKETING
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EXECUTIVE SUMMARY
The study of the report revolves around the marketing strategies of the cereal
manufacturing company Weetabix and Kellogg's. The study is conducted with an aim to derive
the analysis of the targets markets of Weetabix and Kellogg's. Further the study involves the
differentiation on the basis of the marketing strategies of the businesses. The marketing strategies
involved are Product, price, place and promotion. This report further provides distinction on the
basis of the shape of the products, their packaging and the colour of their packaging. The data
has been covered from various sources to maintain the authenticity of the report.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Study of the Target Markets of Weetabix and Kellogg's............................................................4
Differentiate the products on the basis of Shape, Packaging, Colour, their functional and
emotional level along with their brand values. ..........................................................................5
Derive an Analysis on the basis of Pricing strategies followed by Weetabix and Kellogg's......6
Place (Distribution).....................................................................................................................7
Promotion....................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Marketing principles are the principle which are used by an organization as a part of their
marketing strategies. The marketing principles are followed by the organizations to capture the
market share. The marketing principles are referred to the 4P of marketing which are product,
place, price and Promotion. Weetabix is a UK based, whole grain wheat breakfast cereal
producing organisation. Weetabix has a market size of $3 billion and has a growth rate of 2%,
which is expected to increase in future. It is exported across more than 80 countries in the world.
On the other hand, Kellogg's is the largest producer of cereals in the world which was established
in 1906. It generated a sale of $11 Billion in 2006 and it has its market share across 180 countries
and production units in 17 countries (Ang, 2021).
TASK
Study of the Target Markets of Weetabix and Kellogg's
The cereal target market can be classified into various categories of health-conscious
consumers, the sweet tooth, the energy freaks and the body conscious customers.
Weetabix is a cereal manufacturing company. The target market market of Weetabix is
mainly the children aged between 5-15 years which means that the major customer attraction
comes from this specific segment only. The target market of Weetabix is mainly determined on
the basis of psychological and demographic factors. Weetabix also focuses on the health
conscious customers and the energy freaks. Weetabix aims at attracting the customers who fall
under the age group of 18-60 years, customers who actively take part in the sports activities and
also the customers who are conscious about their body physique in order to achieve the goals
and targets of the organization and satisfy the customer needs (Berkowitz, 2021).
Kellogg's is a breakfast cereal manufacturing company which has differentiated its target
market on the basis of the demographical factors. The target market of Kellogg's is mainly in the
urban middle class families. The company focuses on the children between the age of 3-12 years
as they help in attracting many more customers towards their products. This helps Kellogg's to
accomplish its organizational objectives along with earning the long term profits by satisfying
the customer needs. The focus is to help its customer enhance their lifestyle and capture markets.
Kellogg's has a market segments for kids, breakfast cereals, simply wholesome which are rich in
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fibre, the body conscious customers and the inner health which help in digestion. (Bonaparte,
2019)
Differentiate the products on the basis of Shape, Packaging, Colour, their functional and
emotional level along with their brand values.
By using Levvitt model, the shape, packaging and colour of Weetabix and kellogg's coco
pops have been described below-
Basis of Difference Weetabix Kellogg's coco pops
SHAPE Weetabix offers palm sized
biscuits which are rich in
nutrients. They are available in
the rounded rectangular shape.
The Weetabix biscuits help in
developing a better and
healthy lifestyle of its
customers (Bühler and Nufer,
2015).
The kelloggs's coco pops are
healthy and rich in nutrients
which are available in the
small kidney shaped cereal. Its
fascinating taste is the major
reason behind the big demand
by the consumers or customers
of the product.
PACKAGING Weetabix keeps various factors
in mind during the packaging
process of the Weetabix
biscuits such as Health factors
and environmental factors.
Weetabix aims at eliminating
the use of plastic in the
packaging process and also to
use 100% recyclable
packaging to avoid or reduce
the level of pollution in order
to decrease the environmental
destruction caused by the
Kellogg's focuses on an
informative packaging. It aims
at providing the customers
with all the necessary or
important information related
to the product. It focuses on
the safety factor by using food
grade material packaging to
ensure the sustainability or the
best quality of the food. The
product is manufactured with
cardboard box which helps in
assuring and developing the
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emission of gases or smoke. trust of the customers also it
copes up with environment
friendly constraints. It further
has an attractive packaging to
attract the customers.
COLOUR Weetabix uses RGB and Hex
colour for printing the logo of
the company on the packaging.
It is done with an aim to
fascinate its customers and
make it appear attractive to the
customers in order to convince
customers for buying the
product (Groucutt and
Hopkins, 2015).
Kellogg's uses bright colours
such as yellow, green, brown
and red to attract the customers
in a huge number by making
its packaging fascinating and
eye catchy for the consumers.
The attractive packaging plays
as a competitive advantage to
kellogg's which differentiates
it from the product of their
competitors.
The brand value associated with Weetabix is the sustainability of the ingredients of the
product in order to sustain the products along with decreasing the waste generated at the time of
packaging by using environment friendly techniques to head towards a healthy environment. The
personality framework followed by Weetabix is competence, which focuses on reliability, hard
work and security.
The brand value of Kellogg's revolves around the values like simplicity, accountability,
integration and passion. The focus of Kellogg's is to develop a soothing culture which helps in
achieving the organizational targets and objectives by attracting a big number of customers. The
personality framework followed by Kellogg's is Sincerity which can be referred to as family
oriented or down to earth (Kotler and Armstrong, 2015).
Derive an Analysis on the basis of Pricing strategies followed by Weetabix and Kellogg's
The pricing strategy of Weetabix follows the low price strategy, it aims to capture more
number of customes in the market with the help of low pricing strategies. The pricing strategies
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followed by Weetabix can also be termed as the Market penetration Strategy which keeps its
prices low while entering into a new market to attract the bulk of customers to words their
product.
Kellogg's follows the pricing strategy of Competitive pricing strategy wherein the price
of the commodities offered by kellogg's is decided on the basis of the pricing strategies followed
by their competitors. It aims at providing customers with a competitive price. Kellogg's have a
flexible pricing strategy in order to cope up with the competition level and attract more number
of customers in a rapidly dynamic environment. Kellogg's conducts a research in the market and
monitors the pricing strategies of the rivals (Wood, 2016).
Place (Distribution)
The main sources of the products or the channels of distribution used by Weetabix
provide access to their customers are; retail outlets, supermarkets, departmental stores, and the
independent stores. These are mainly set up at the locations which are densely populated, in
order to provide easy access to the consumers and attract the customers in a huge number which
further increases the sales for the organization and leading to higher profits.
Kellogg's focuses on the emerging trends of breakfast cereals in the market. The
distribution channel used by Kellogg's are the supermarkets, retailers, vending machines and the
departmental stores. These channels are chosen to provide accessibility to the customers in a
more prominent way in the market so that they can meet up with the customer demands.
Kellogg's provides access to their techno savvy customers through the E-commerce websites.
The e commerce has lead to capturing of the market at a vast scale by providing flexible 24*7
accessibility along with higher level of customer satisfaction.
Promotion
The promotional activities are followed by the organization with an aim to capture the
target markets. Weetabix uses various promotional activities in order to convey their products to
the customers. The promotional tools are used to provide information to the customers or the
potential customers in order to convince them to buy their products. Weetabix uses strategies to
focus on the kids, their parents and the youth which is health and physique conscious and the
career oriented customers (Porral and Stanton, 2017). Weetabix uses promotional strategies such
as television advertisement, the ads in print media like newspapers and several other platforms.
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Kellogg's coco pops uses promotional activities in order to promote their products, spread
information and attract the customers to buy the products. Kellogg's hosts and sponsors various
events which help in promotion of their products. Kellogg's uses different mediums or platforms
to promote or advertise their products like television advertisement, print media advertisements
and hoardings in the locality. The advertisements portray the benefits of consuming the products
which attract customers to buy them and increase the market share.
CONCLUSION
It can be concluded from the above study that Kellogg's and Weetabix both are cereal
manufacturing companies and both follow different marketing strategies. The target market of
kellogg's is segmented on the basis of demographic factors where as the target market of
Weetabix is segmented on the basis of the demographic as well as psychological factors. The
marketing strategies play a crucial role in capturing the target markets of the company. The
marketing strategies are derived on the basis of product strategy, pricing strategy, place or the
distribution strategy and promotional strategies of the business.
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REFERENCES
Books and journals
Ang, L., 2021. Principles of integrated marketing communications. Cambridge University Press.
Berkowitz, E. N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Bonaparte, Y. L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
Bühler, A. and Nufer, G., 2015. Marketing in sports.
Groucutt, J. and Hopkins, C., 2015. Marketing. Macmillan International Higher Education.
Kotler, P. and Armstrong, G., 2015. Principles of marketing-global edition.
Porral, C. C. and Stanton, J. L., 2017. Principles of marketing. ESIC Editorial.
Wood, M. B., 2016. The marketing plan handbook (p. 224). Pearson.
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