Weetabix Essay

1.1) Introduction

Marketing is the management routine that is responsible for identifying, anticipating and satisfying customer needs and wants while still making a profit (Baines et al, 2017, p.6). This report contains information on Weetabix’s marketing strategy supported by research withdrawn from relevant sources, such as websites, articles and reports. Its purpose is to first draw an overview of the business and its background. The next step is to dissect and identify Weetabix’s marketing environment, this includes the internal environment and both the micro and macro external environment. Additionally, identifying the target audience for Weetabix’s products and identifying the marketing activities that they practice with the purpose

The company name was then changed to Weetabix Limited in 1936. Weetabix’s mission as a company is to supply the nation with a great tasting breakfast, while keeping it as nutritious and as healthy as possible (Weetabix, 2021). Weetabix focuses on a healthier breakfast, as they target customers who are health- conscious and that try to maintain a healthier diet and lifestyle. To provide these needs, Weetabix aims to offer a range of products that are high in fiber, low in sugar, and free from artificial flavors and preservatives. (Weetabix,

That is why this paragraph will aim to support Weetabix with recommendations of techniques they can use to improve their digital marketing approach.

One out of many ways that Weetabix can aim to improve their digital marketing approach is through creating content that customers can interact with, such as videos and surveys. This content can be posted on Weetabix’s social media platforms, this includes Instagram, TikTok and YouTube. Doing this can improve customer engagement, which can further create customer loyalty and evidently increase sales. This is backed up by a recent study, which shows that interactive content tends to create twice as many conversions as non-interactive content (Gibson, 2021).

An alternative way that Weetabix can use strive to improve their digital marketing approach is by making their website easier to use without causing hassle for customers. The process is easy and it is done by ensuring that their website is eligible for use on a mobile device. An increasing number of people that use their mobile devices to access websites and to browse the internet is the reason this improvement is needed. To prove this, a report suggests that 54.8% of website traffic around the world was caused by mobile devices within the first four months of 2021 (Statista, 2021). Following this strategy of making their website