2021

MG412 Principles of Marketing

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Executive Summary
This report aims at providing a whole concept of the marketing mix and how the
organizations use marketing mix strategies to promote their products. It also focuses on how
a company uses the STP approach to find out the target market and position the products. To
understand the concept more clearly, a comparison between two brands of the UK about how
they use marketing mix strategy have been discussed and show how they are doing their
promotional activities. Hence, A recommendation is also provided about how they improve
their marketing mix strategies in this report.

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Table of Contents

Contents Page Nos

1. Executive Summary 3

2. Introduction 5

3. STP Strategic Approach 6

4. Findings 6

4.1Comparison of the Target Market 6

4.2Product 7

4.3 Price 7

4.4 Promotion 8

4.5 Place 8

5. Conclusion and Recommendations 9

6. References 10

7. Appendices 11

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Introduction
Marketing is considered one of the core business functions in an organization. Marketing
includes a bunch of activities that a company must have to undertake to advertise, promote,
or sell a product or service and grab the customers’ attention (Armstrong et al., 2014).
However, in this report, we will discuss the four Ps of marketing and thus identify the
effectiveness of these marketing mixes for given companies. In this assignment, we will try to
describe two organizations marketing mixes such as Weetabix and Kellogg’s Coco Pops.
Weetabix, a UK-based cereal brand having 7% of the market share of the total sales in the
region (Statista,2021). On the other hand, Kellogg’s is also a UK brand that has a market
share of 42% in selling cereals (Statista,2021). However, in this report, we will discuss the
strategies of the marketing mix and identify the target markets of these brands.

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Segmentation Targeting and Positioning Strategic Approach
STP analysis is a model that describes how to segment the market, target potential customers,
and positions the market based on their demands and preferences. Segmentation helps to
divide the market into different groups or classes of customers. Whereas, targeting indicates
which group of customers need to be focused on to do the marketing activities. Besides these,
creating positioning, businesses can promote their product to their selected target audience
(Gupta, 2018). In the following, STP analysis of both Weetabix and Kellogg’s Coco Pops
have discussed:
To segment the market, Weetabix follows several factors such as demographic, geographic,
psychological, behavioral segmentation. Kids, students, young adults are the key targets of
the brands. The brand also targets those customers who are conscious of a balanced diet and
fitness issues. However, to attain the customers’ attention and position its product to the
market, the company uses several marketing techniques.
On the other hand, Kellogg’s Coco Pops uses psychographic as well as demographic factors
to segment its market. The company mostly targets young groups of people between the age
of 16 to 25 to promote their product (Tesco 2021). However, the brand also targets working
mom who wants to serve their children healthy breakfast in less time. Hence, this cereal
brand target most of its customers who wants to bring some variation in their breakfast menu
and provide something healthier for the family. For product positioning, the brand uses
different marketing methods.

Findings
1. Comparison of the Target Market
Target market helps an organization to define the markets and helps to decide where to focus
on to develop their products and satisfy the customers. To target the right market, an
organization needs to follow some marketing mix strategies (Gupta, 2018).
The marketing mix is known as a set of actions, or ways that an organization applies to
promote and advertise its product or brand in the market. So, why does a business use a
marketing mix strategy? Thus, an organization uses a marketing mix strategy to introduce
them to the market and achieve their goals and objectives. By using a marketing mix,

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organizations can use their existing resources efficiently. Hence, there are many elements of
the marketing mix such as product, place, price, promotion, process, people, and physical
evidence. These elements are called the 7P’s of marketing (Gupta, 2018). However, among
them, the four most essential elements are price, product, place, and promotion. Thus, this is
known as the 4P’s of marketing.
Therefore, we will now determine how the brands use the 4P’s of the marketing mix to attract
the customers and grab the market.
2. Product/Brand
Weetabix offers its customers a healthy pleasant breakfast that has several health benefits for
customers with some amazing flavors. Weetabix is mainly a cereal product that is high in
fibre and nutrition. Weetabix has focused on protein-based meals and thus it conducted a
significant change in product development. However, the main ingredients of this Weetabix
cereal are wheat protein and pea protein. However, this product has some wholegrain
ingredients with low sugar and low fat. In addition, Weetabix used nominal packaging with a
lighter appearance. Weetabix only used a logo with an outlook of blue sky and wheat field.
On the other hand, Kellogg’s Coco Pops provides its customers a tasty breakfast especially
for kids that contain high nutrition. Kellogg’s Coco Pops contains several nutritional benefits
with great chocolatey flavors. However, it does not contain any artificial sweeteners too. The
main ingredients of this product are rice, chocolate, cocoa powder with no fat, calcium
carbonate, and some essential vitamins (Tesco 2021). If we talk about the packaging of
Kellogg’s Coco Pops packaging, it has a bright yellow color with a monkey picture that holds
a coco pops bowl. The packaging of this product attracts customers especially the kids.
3. Price
The pricing strategy of the marketing mix indicates that the brands have set a standard price
so that the customers can buy their products comfortably. So, Weetabix and Kellogg’s Coco
Pops should ensure that they sell their products at a standard price while offering the
customers the utmost value.
However, if we examine the price of both brands’ products, we see that Kellogg’s Coco Pops
product’s price is 9.99 pounds which have 20 individual packs (Tesco 2021). Whereas
Weetabix cereal is 8.79 pounds that include 24 individual packs.
By analyzing the price, we can say that Kellogg’s sets the price using the competition-based
strategy. The brand has tried to keep its price reasonable for competing with other brands in

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the market. Moreover, the brand also offers several discounts offers to grab more attention
from the customers.
In contrast, Weetabix used cost-based pricing which means they set their price according to
the total cost of their product (Weetabix 2021a). However, Weetabix keeps its position safe
in the market by providing cheaper prices on organic products.
In the following, we have depicted a table to show the products’ price of these two brands:
Kellogg’s 20 portion pack Weetabix’s 24 individual
packs
Price 9.99 Pounds 8.79 ounds
Source: Tesco 2021
4. Promotion
Promotional strategies are very crucial for an organization to effectively position its products
in the customers’ minds. There are several ways of promoting a company’s products to the
customers (Sudari et al., 2019). Discounts offers, coupons, sales promotions, advertising,
direct marketing are some ways by which a company can attract customers.
Therefore, both Weetabix and Kellogg’s Coco Pops have some strong promotional strategies
to promote their products. Kellogg’s uses some extensive strategies such as they use TV,
social media, press, billboards, banners to promote their products. They use some slogans to
attract their target audience especially the mothers who try to provide their children a healthy
and enjoyable breakfast.
On the other hand, Weetabix has executed several promotional strategies using different
media like TV ads, and social media like Facebook, Instagram, and YouTube. They have also
arranged various campaigns to introduce their products to the target markets. One of their
campaigns namely ‘Have you had you Weetabix campaign’ has won an award by which
Weetabix has gained many customers’ attention and been able to reach their products
significantly (Weetabix 2021a). However, they try to do their promotion focusing on the kids
and fitness workers especially.
5. Place
Place refers to the location where the businesses want to sell their products or provide
services. So, the organizations need to select their location consciously. However, placing
strategy in the marketing mix helps a company identify its mediums or channels by which
they can easily sell their products to the customers (Sudari et al., 2019).

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Thus, Weetabix and Kellogg’s Coco Pops both have used the strategy of creating channels to
sell their products. They have contracted with some retailers as well as wholesalers as the
intermediaries to sell their products. Additionally, they have also used e-commerce platforms
to reach their products to the customers.
Mention that, Kellogg’s Coco Pops have started to use a direct sales strategy by which they
are also selling their products to the customers directly (Tesco 2021).

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Conclusion and Recommendations
In this report, we have tried to show the STP approach and marketing mix strategies of two
brands in the UK. However, by analyzing both, we found that Kellogg’s Coco Pop has earned
a higher market share than Weetabix because Kellogg’s has better marketing mix strategies
along with better target markets. Kellogg’s Coco Pops has applied its marketing mix
strategies to attach the customers’ emotions with its amazing features and designs. In
contrast, Weetabix has used few features and nominal designs which do not adequately attract
the attention of the kids. Moreover, both brands can enhance their marketing mix strategies
by few marketing strategies.
To improve the use of the 4p’s, the recommendations are as follows:
1. Weetabix can improve its use of marketing mix by doing outdoor promotions or
advertisements following some marketing tactics.
2. As Kellogg’s has earned a significant market share, they can focus on more
innovation to make them safe from fierce competition.

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References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Bhatt, R.K. and Gupta, D., 2018. Essentials of Marketing Management in LIS. Library
Philosophy and Practice, p.1.
Dadzie, K.Q., Amponsah, D.K., Dadzie, C.A. and Winston, E.M., 2017. How firms
implement marketing strategies in emerging markets: An empirical assessment of the 4A
marketing mix framework. Journal of Marketing Theory and Practice, 25(3), pp.234-256.
kelloggs, 2021. Coco Pops. [online] https://www.kelloggs.co.uk/. Available at: [Accessed 25
April 2021]. Sammut?Bonnici, T. and Channon, D.F., 2015. Pricing strategy. Wiley
Encyclopedia of Management, pp.1-3.
Kotler, P. and Armstrong, G.M., 2018. Marketing Mix: Selected Chapters From: Principles
of Marketing, Philip Kotler and Gary Armstrong. Pearson.
Statista, 2021. Leading breakfast cereal brands of Weetabix in GB 2013-2019, by number of
users. [online] statista. Available at: < https://www.statista.com/statistics/301918/leading-
weetabix-breakfast-cereals-in-the-uk/> [Accessed 25 April 2021].
Statista, 2021a. Leading breakfast cereal brands of Kellogg's in GB 2019, by number of
users. [online] statista. Available at: < https://www.statista.com/statistics/301915/leading-
breakfast-cereal-brands-in-the-uk/> [Accessed 25 April 2021].
Sudari, S., Tarofder, A., Khatibi, A. and Tham, J., 2019. Measuring the critical effect of
marketing mix on customer loyalty through customer satisfaction in food and beverage
products. Management Science Letters, 9(9), pp.1385-1396.
Tesco, 2021a. weetabix. [online] tesco. Available at: [Accessed 25 April 2021].
Tesco. 2021. Kellogg's Coco Pops 720G. [online] Available at: [Accessed 25 April 2021].
Weetabix, 2021. Weetabix Corporate | Weetabix To reach 60 million with new Multi-
Channel Marketing Push. [online] Weetabix Corporate. Available at: [Accessed 25 April
2021].

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Appendices
Source: Tesco 2021

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