Comparative Analysis: 4Ps Marketing Mix of Kellogg's & Weetabix

This report provides a comparative analysis of Kellogg's Coco Pops and Weetabix, focusing on the effectiveness of their marketing strategies through the lens of the 4Ps (Product, Price, Place, and Promotion). It examines the target markets for each brand, detailing how they are segmented based on behavioral, geographical, psychological, and demographic factors. The product analysis utilizes Levitt’s model to dissect the core advantages, main items, expected items, potential products, and augmented products of both brands. Pricing strategies are compared, highlighting Kellogg's competition-based approach and Weetabix's cost-based approach. The report also explores the distribution channels used by both companies, including retailers and e-commerce platforms. Finally, it evaluates the promotional strategies employed by each brand, noting Weetabix's multi-channel approach and Kellogg's focus on family-oriented advertising. The analysis concludes with recommendations for enhancing brand development and promotional efforts to achieve a competitive edge in the UK market.

MG412 Principles Of
Marketing

Table of Contents
Main Body.......................................................................................................................................3
Micro segmentation of customer.................................................................................................3
Macro segmentation of consumer...............................................................................................4
Conclusion.......................................................................................................................................5
References.......................................................................................................................................6

Executive Summary
The main aim of this analysis is to identify various tools of marketing that can use by
respective company. This helps to make a strtegies for comparing two brands such as
Kellogg’s and Weetabix. Both of the company providing good qualities of item. This report
will idetify target audience that is highly acquire for these products. So conducting this
analysis marketing mix sholud be used that is 4 P’s. It helps to summaries varios tactics that
adopt by business according to purchasing behaviour of customers along with their spending
potential. That helps bring a competitive benefits for a long period of time.

Introduction
Marketing is an essential term that can be highly used in every organisation. It can be
used to promote brand of company in market place. This advertisement can be done through
four types of strategies that is known as principles of marketing(Kotler, 2017) . It includes
product, price, place, promotion.This report is based on comparison between two brands first
one is Weetabix, it is a trusted cereal brand and food processing company which headquarters
is in Burton Latimar, UK. Whereas, Kellogg Coco Pops is a multinational food
manufacturing company that can deals in crackers, cereal bars, frozen waffles, vegetarian
foods etc. It is a U.S based business which headquarters is in Michigan.This report will cover
marketing principles of these two brands by using market segmentation.
Main Body
Target Market
It helps in distinguishing most effective market sections and choose to zero in on couple of
portions of area to foster their goods and services to fulfill designated audience(Eti, 2020). In
context of Weetabix, its target market totally can identify through behavioural, geographical,
psychological and demographic. These segments define income, age, gender etc. of
consumer. In view of divide method by which it seen that Weetabix targeting children and
youthful grown-ups. Further, considering social division it is seen that brand centers around
customers that has continuing with a strong lifestyle and changed eating schedule. This is
clarification that young adults, kids and understudies are best market with such practices.
Ultimately, in light of psychological segment it is seen that Weetabix target clients that are
sports and multition fans who gives concentration at devouring good food sources and burn-
through multigrain item sold by company products.
Whereas, Kellogg Coco Pops is one more item that fragment market dependency on segment
and psychographic factors. According to this segmentation, it is seen that brand target clients
of youthful age bunch from 16-25 years. In addition, these likely customers of this brands are
furthermore mothers who have direct of managing their children and give them a sound and
joy breakfast. The food-breakfast grains fundamentally target customers that believes in
getting a wonderful bend their morning dinner close by keeping a nice and prosperity diet

process. This infers that these clients of such brands have living conduct strong close by
living it up.
Product
It is a important part of marketing without this no organisation can grow. For identifying
particular product. Levitt’s model can be used for these repected brands:
 Core advantage: Weetabix provide benefits to customers in order to offer tasty and
healthy breakfast. While, Kellogg’s gives meals mainly for kids who create a high
engagemnet with particular brand.
Main item: Weetabix focus on packaging to geneerate high range(Gringarten and Fernández-
Calienes, 2019). It has a light apperance that looks modern to show quality of fresh wheat
cereals. This is helpful in grabbing attention through provide whole grain items. Kellogg’s
outer apperance can be create in vibrant yellow colour that can clesr brand name and offers
advantages in terms of coco pops.
 Expected item: The expectation from Weetabix is to deliver a fiberand cereals that
can bring mouth watering from customers. While customer expectation from
Kellogg’s is that they provide good quality breakfast.
 Potential product: Weetabix working on establishing health drinks and Kellogg’s try
to bring choclate in white color who comprise diferent taste.
 Augmented product: Weetabix can developing the product through occur high
protein, wheras Kellogg add more sugar that it gives energy to clients.
Thus, above analysis define emotional and functional segement. Weetabix contribute lifestyle
and physical benefits for customers that is beneficial for charging brain function. Whereas,
Kellogg’s offer psychological benefits to kids this can highly engaged their mothers.
According to Aaker brand framework it can define that Kellogg's coco pops show a brand
character of fervor with its modesty and straightforwardness that helps inspire a feeling of
energy and wistfulnessin between young customers. Interestingly, Weetabix depicts a brand
identity of truthfulness with its excellent cereals that boost trust.
Price

The strtegies related to price of brands guarantees is that their products are delivered at
affordable price to customers and offers them extreme profit for their items(Ilhéu, 2019) .
From investigation of costs utilized by Kellogg's for its items, for example, coco pops and
cornflakes it is seen that organization carries out contest based evaluating system. This
implies that product targets keeping its costs adaptable to contend with different players on
lookout. At keeping its costs more cutthroat brand center at giving offers and markdown
vouchers every once in a while through joining forces with online business brands. This assist
them with keeping their item value more offensive and reasonable. In contrast with this,
Weetabix keeps an expense based valuing procedure where it focusses at setting up their
costs dependent on expense of items. For instance, the cost of unique result of Weetabix is
less expensive than natural items it has presented. This has assisted them with generate high
competiveness in marketplace.
Place
It refers to a dispersion procedure that helps in investigating management channel of (Eames,
2017)product. For example, sort of stores sells a result of the brand and quantity of channels
through which company offers goods to its customers. There are various channels through
which sales their company products. Both Kellogg's and Weetabix center at directing its
items through retailers both coming up and on web. They use retailers as delegates to sell
their items like wholesalers, departmental stores, high road stores and online business. The
stores that stocks result of Kellogg's and Weetabix are grocery stores, odds and ends shops
and small scale stores. These are mass market items that concentration at amplifying
dissemination channels so they are generally bought and devoured by individuals. As a mass
market item, both brands sell their items additionally through internet based channels. For
example, e-commerce business where it can target mass clients on grounds that these items .
Weetabix has use discouning tool for dispatched to offer their items to greatest clients by
offering volume sales. are buyer merchandise and devoured by clients day by day. Kellogg's
has as of late utilized direct deals methodology where it has opened their own grain cade in
UK through which it additionally sells their own items straightforwardly to their clients. This
can likewise be seen from image underneath of Kellogg's oat bistro.
Promotion
It dertimes various tools for advertising channels that assis brands with situating themselves
successfully in mind set of buyers and enhance competition. Weetabix has adequately done

its multi-channel promoting strategy where it continues to reveal its central goal in different
stages (Monahan, 2018). For example, public TV and online media like Facebook and
YouTube. The new honor winning "have you had your Weetabix' crusade" of Weetabix
where it performed benefit that purchasers can get in wake of burning-through their grains
has contacted in approx 80 million individuals. It dispatched missions at various levels to
make a numerous touch pointand through several times. Weetabix has likewise expanded its
promoting spend and has situated themselves as a wellbeing brand personalities of main
interest groups such a s children and wellbeing cognizant individuals.
In case of Kellogg's coco pops utilize broad promoting procedures to arrive at its clients
through numerous channels like TV advertisement, press, open air publicizing like standard
advertisements and web-based media (Palmatier and Sridhar, 2020).
A portion of trademarks that brand utilized for publicizing its itemsthat helps to engange
more customers. Most of this publicizing endeavors of Kellogg's coco pops targets zeroing in
on mothers that can give prosperity and tasty food sources to their family members whether
or not they are involved. The publicizing endeavors of brand revolve around coco pops rather
than basically focusing in on healthy benefits. This shows that brand position things as a
family items that can help entire family.
Recommendation
 Brand A is prescribed to enhancing development for organisation to that helps to
bring competive edge.
 Product B has to use advertising tool for promoting their item in markets that can help
to raise the traffic of customer in UK, for example, open air promotions.
Conclusion
It has being concluded from above analysis is that marketing principles provides a
stsregy to customer for identify their right customers. According to above case Kellogg’s
compay targeted better customers through 4P’s as it helps to recognise entire market share in
UK compared to other brands while wheetbix deliver their lighter personality as this not
highly influence kids. So, both orhanisation have to use such strtegies as it helps increase
large market share that brings competitive edge in business and succeed it from future
growth.

References
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
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Eti, I.A., 2020. Theoretical Inspection And Rethink of Marketing Mix. Available at SSRN
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Gringarten, H. and Fernández-Calienes, R. eds., 2019. Ethical Branding and Marketing:
Cases and Lessons. Routledge.
Ilhéu, M.F.P., 2019. New Silk Road: Trade and Investment Perspectives for EU and New
Partnerships–Global Value Chain Model of China. In Dynamic Perspectives on Globalization
and Sustainable Business in Asia (pp. 268-286). IGI Global.
Eames, C., 2017. Non-Traditional Trade Marks: Past Practice and a Look to the
Future. Exeter L. Rev.. 44. p.37.
Monahan, B., 2018. The Films of Lenny Abrahamson: A Filmmaking of Philosophy.
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Palmatier, R.W. and Sridhar, S., 2020. Marketing strategy: Based on first principles and
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Lewnes, A. and Keller, K.L., 2019. 10 principles of modern marketing. MIT Sloan
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