This report provides a comparative analysis of the marketing mix strategies employed by Alpro and Muller, two leading yogurt brands in the UK. The analysis examines the four key elements of the marketing mix: product, price, place, and promotion. The report highlights how Alpro, focusing on plant-based and sustainable products, targets a niche market with its marketing strategies, while Muller, with its diverse product range, adopts a broader target market approach. The study compares their product offerings, pricing strategies, distribution channels, and promotional techniques, revealing that Alpro leverages digital media and awareness campaigns, while Muller utilizes traditional media like television advertising. The report concludes that while both companies compete in the same industry, their differing target markets and marketing mix strategies reflect their unique positioning in the market. The report also references relevant academic sources to support the analysis.