MG412 - Weetabix Brand Extension Strategy: Marketing Principles

This report delves into Weetabix's brand extension strategy, focusing on the introduction of a new product, Weetabix Mango Cookie, and its marketing implications. It examines the existing brand value and the growth strategy adopted by Weetabix, identifying the proposed target market through STP analysis. The report also addresses key trends and PESTLE issues affecting the product's success, including political factors like Brexit, economic factors such as interest and exchange rates, social considerations like customer health interests, technological impacts, legal aspects of consumer safety, and environmental concerns. A comparative analysis is conducted with Kellogg's Coco Pops, highlighting differences in target markets. The report concludes by emphasizing the importance of marketing principles in promoting products and utilizing tools like the Ansoff matrix for competitive growth. References to relevant academic sources are provided to support the analysis.

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The 4Ps/
Marketing Mix

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Table of Content
 Introduction
 Background on the chosen brand
 Existing brand value
 Explanation of the new product with reference to what growth strategy the brand is adopting
 Identification of the proposed target market
 Key trends and PESTLE issues
 Comparative analysis
 Brand name, packaging design and logo
 Conclusion

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Introduction
 Marketing means those activities companies
need to perform in order to promote or sell their
goods and services in domestic as well as
international market. For this presentation
selected brand is Weetabix, it is found in 1932
and provide its services also in Europe and North
America, its headquarters is in Burton Latimer,
Northamptonshire, UK.

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Background on the chosen
brand
 Weetabix provide its products in
between more than 80 counties in
the world. It is a one of the strong
competitive brand of UK which
covers around all most 7% market
of the United Kingdom in order to
sell their products which is made
from cereals.

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Existing brand value
 Weetabix provide its products to the
customer by advertising is TV, social
media, and so on in order to attract most
and most customer in towards to their
market.

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Explanation of the new product
with reference to what growth
strategy the brand is adopting
 Managers of Weetabix are planning to
introduce its new product that is
Weetabix Mango Cookie for its Brand
extensions in target Market.

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Identification of the proposed
target market
 For the identification of proposed target
market, managers of Weetabix uses STP
analysis. STP analysis is a strategic technique
for the modern marketing which help
company to promote its offerings in the
market by making Segmentation, Targeting
and positioning of their products and services.

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Key trends and PESTLE issues
 Key Trends and PESTLE issues impacts on Weetabix
Mango Cookie are as follows:-
 Political- European Union and Brexit
 Economic- Interest rates and Exchange rate.
 Social- Customers interest and their Health.
 Technological- Impact of Modification in technology.
 Legal- Consumer and Health and safety law.
 Environmental- Climate change and pollution.

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Comparative analysis
 While expanding brand in the Target Market by
introducing Weetabix new Product that is Weetabix
Mango Cookie its strong competitor is Kellogg's Coco
pops. Comparative analysis of Weetabix Mango
Cookie and Kellogg's Coco Pops are follow:
 Target market of Weetabix Mango Cookie are Mango
Lover and health conscious customer whereas
Kellogg's Coco Pops target market is children.

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Brand name, packaging design and
logo

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Conclusion
 From the mentioned information it is concluded that principle of marketing help
company to promote its products in market by providing different strategy for their
promotion. Ansoff matrix is strategic tool which is used by the company in order
to improve their growth in competitive market.

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References
 Eti, I. A., 2020. Theoretical Inspection And Rethink of Marketing
Mix. Available at SSRN 3685642.
 Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library
Websites. Journal of Library Administration. 60 (8). pp.875-888.
 Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial marketing mix.
In Effective Entrepreneurial Management (pp. 75-99). Springer, Cham.