Weetabix vs Kellogg's: Marketing Principles and Strategy Analysis

This report provides a comparative analysis of Weetabix and Kellogg's Coco Pops based on marketing principles. It examines their target markets using STP analysis (Segmentation, Targeting, and Positioning), product offerings through Levitt's model, pricing strategies (value-based, cost-based, and competitive), distribution channels (direct and indirect), and promotional methods (online platforms, TV, media, and merchandising). The report concludes by highlighting the differences in their marketing approaches and their significance for effective brand management, emphasizing the importance of the marketing mix for business efficiency. Desklib offers more solved assignments for students.

Principles of marketing

Executive summary
Marketing is the set of many different procedural activity for the creation of an effective
communication, value, statistical distribution of the valuation to make extreme income. The main
aim of this report is to find the comparison between the Weetabix and kellogs based on the target
market, product, place, price and promotion. In this report secondary data is used to determine
their strategy.

Table of Contents
INTRODUCTION .............................................................................................................................5
Comparison between Weetabix and Kellogg's Coco Pops on the basis of target ........................5
Comparison on the basis of product of the brand..........................................................................6
Comparison on the basis of Pricing strategy.................................................................................6
Comparison on the basis of place or channel of distribution........................................................7
Comparison on the basis of Promotional method or channel of communication........................8
CONCLUSION .................................................................................................................................8
REFERENCES.................................................................................................................................10

INTRODUCTION
Marketing is that process, which involve the selling, advertising and the delivering of
products to consumers or the organisation. It involve all those actions, that help a business to
advertise their products. There are some principle in marketing, upon which a company build their
product promotion strategies. These are helpful for the effective and efficient promotions of their
product and services. There are two organisation are Weetabix and Kellogg's Coco Pops, which
offer the breakfast cereal to the customers. This report include the comparison between these two
organisation on the basis of target, product, price, place and their promotions (Cruz‐Casarrubias
and et. al., 2021).
Comparing between Weetabix and Kellogg's Coco Pops based on target
STP analysis is very effective for the organisation, because it concern on the braking their
consumers on the basis small groups and make enable them to develop their particular marketing
plan of action to engage the target audience.
 Segmentation- It divide the whole market into many different groups of customers on the
basis of some specific criteria. the Weetabix segment their customers on the basis of
demographic criteria, which include age, profession and other etc. While the Kellogg's
Coco Pops segment their customers on the basis of psycho graphic, geographic and
demographic basis which include values, age, social status etc.
 Targeting- It determine that which segment is most likely to create the desired
conversions and to concern all marketing efforts on. The Weetabix mainly target kids,
adults, young and all students for their product. While the Kellogg's Coco Pops target the
school going children as they normally skip their morning breakfast and now they target
the whole family with the help of social norms that the nutritional value of breakfast
makes them healthy (Duffy and et. al., 2020).
 Positioning- It make the product positioning and the marketing mix which is most likely to
the appeal to chosen customers. It is helpful top set a company's product apart from the
other competitors. Weetabix positioning their product as a cereal brand for their
customers. The Kellogg's Coco Pop's positioning is based on the market penetration by

offer low price to their customers. It positioning itself as a healthy and a fun option for the
morning breakfast.
Comparing on the basis of product of the brand
Product is a thing which can be offering to the market to fulfil l their needs and wants. This
Levitt's model is concerned towards the thought of a product or services as classification of levels.
It contain four types of goods.
 Basic product- It is the the first level in which it only satisfy the core benefits of the
customers (Ibrahim and Harrison, 2020).
 Expected product- In the second level, it has basic attributes and all the features which
are expected by the customers.
 Augmented product- This is the third level, in which the prododuct exceed the customer's
expectations.
 Potential product- This is the last level of Levitt's model, in which it include the original
features and benefits that really distinguish offering.
Weetabix contain third level of the augmented product as it considered the protein as level for the
growth and it conducted a big rise in development of the product which is occurring from the
wheat protein and pea protein. Kellogg's contain the first level of the basic product because of
their nutritional feature in their product including sugar, rice, salt, malto flavouring and various
vitamins etc (Quach, 2020).
The Aaker bring five concept of the brand personality that are excitement, sincerity, ruggedness,
sophistication and competence. In relation to this theory, the Weetabix symbolize a brand
personality of sincerity with their advanced quality cereals which dives the trust. In context
Kellogg's coco pops represent the portrays as a brand personality of their excitement with the
humanity and the simpleness help evoke a sense of an kindle.

Comparison on the basis of Pricing strategy
The pricing strategy that activity which is used to set the price of a specific product and
service in the market. It consider the various factors such as market situations, consumption of the
resources, need of the products and demand and supply within the market. There are various types
of pricing strategies and some of the are adapting by the Weetabix and Kelloggs company's for
their product.
Weetabix uses the value based and cost based pricing strategies. In cost based strategy, it
different products by different pricing policy. It is a manner that the fresh one is cheaper in
comparison to the organic one. In value based strategy, the Weetbix make the cup of breakfast
cereal so that it become convenient to the customers. For this it charges more price because of the
value added by their convenience services. The Weetabix selling their product at the expensive
rate as compare to the other supermarkets. As compare to Weetabix, the kelloggs always
determine actual selling price for their products. It follows the competitive pricing strategy in their
organisation. Their pricing is based on the research and market situation. Kellogg's uses some
programs on regular basis like discounts and the other schemes like coupon that can be redeemed
for the free product. To compete with the other competitors, Kellog's keeps their price flexible.
The kellogg's marketing mix strategy often dominated by their brands ( Pura and Hasan, 2020).
Illustration 2: weetabix in stores Illustration 1: kellogg's in retail store

Comparison on the basis of place or channel of distribution
It is the flow that a product and services follows from the production to the final
consumers. It include the wholesaler, produce, retailer and final consumers. It is a chain of the
businesses through which a product and services passes until it reach to the end consumers. The
channels of distribution can be direct or indirect. The indirect channel of distribution is divided in
to numerous levels. It's a the network which is undertaken by the organisation to deliver the
product from the manufacturer to their end users. This is a critical element of downstream supply
chain of a business ( Mamun, Strong and Azad, 2021).
Weetabix has various channels of distribution such as retail convenience stores, the supermarkets,
discounters and the independent food stores. It uses their existing channels of distribution and
experience. Its going with a new and multi channel marketing campaign as it continues to the
grow penetration and distribution. The Weeabix employ supply chain methods for delivering and
distributing of their products. They also sell their product through retail stores. The Kellogg's is
the worldwide organization and it serves a global area which include the manufacturing plants in
around 18 countries like Asia, United Kingdom, Canada, Australia and Latin America. Their
selling and marketing of goods and services is accomplished around 180 countries. It opened the
warehouses to keep well stocked of product's supply in order to efficiently and quickly dispatched
of product to their customers. Kellogg's also dealt with retailers directly to send the product to
their customers. It gets a large portion of heir sales through the stores like Wallmart.
Comparison on the basis of Promotional method or channel's communication
Promotion activity is a type of the communication, which is undertaken by the
organisations to to provide information their selected customers about the advantages, features of
their products. The motive of thgis method is to increase the awareness and create interest for the
company's brand among the audiences. It is created with the purpose of generate sales and the
brand loyalty about a particular product among the customers ( Primo and et. al., 2020).
Weetabix is the one of the most beloved breakfast in UK, it uses Facebook, you tube and other
online platform for the promotion of their products. These method of communication effectively
target the customers for the consumption of their product. Their promotional activity mainly
include the TV, traditional media. In another promotional move, it start the mission nutrition and

a PC game with some particular cereal's packs. The campaigns of Weetabix will highlight their
product's taste, their nutrition and the value. Kellogg's provide healthier food product to the
customers, it has an excellent promotional strategy. To make ware the consumers about their
product, kellogg's uses the media and it telecast their promotional campaigns on Television
specially cover kids channel. To attract more customers, it has repeatedly introduced the gift items
and also shown their ads in newspaper, print media and the magazines. Kelloggs also take help of
the Merchandises for the marketing of their products. it is the best FMCG organization to whom
other FMCG organizations looks up to for new promotional idea.
CONCLUSION
From this report it is find out that, marketing is an essential component for the business. In
this discussion, there is a comparison in between two brands one is Kellogg's and other is
Weetabix. There are some difference based on there target market including (segmentation,
targetting and positioning), product, pricing policies., place and the channel of communication.
The both brands have different types of channel's distribution, and product based on Levitt's
model. This marketing mix is very essential for the brand or administration to work efficiently.

REFERENCES
Books and Journals
Cruz‐Casarrubias and et. al., 2021. Use of advertising strategies to target children in sugar‐
sweetened beverages packaging in Mexico and the nutritional quality of those
beverages. Pediatric Obesity. 16(2). p.e12710.
Duffy, S. and et. al., 2020. Customer orientation: Its surprising origins, tumultuous development
and place in the future of marketing thought and practice. Australasian Marketing
Journal (AMJ.28(4). pp.181-188.
Ibrahim, E.B. and Harrison, T., 2020. The impact of internal, external, and competitor factors on
marketing strategy performance. Journal of Strategic Marketing. 28(7). pp.639-658.
Mamun, M.A.A., Strong, C.A. and Azad, M.A.K., 2021. Islamic marketing: A literature review
and research agenda. International Journal of Consumer Studies. 45(5). pp.964-984.
Primo, M.C. and et. al., 2020. The role of marketing and product design in driving firm’s
performance. Journal of Product & Brand Management.
Pura, A. and Hasan, A., 2020 Consumer Behavior dan Marketing Mix. Bina Ekonomi, 9(1),
p.27530.
Quach, S. 2020. Toward a theory of outside-in marketing: Past, present, and future. Industrial
Marketing Management. 89. pp.107-128.