Ansoff Matrix Final 2j2m2c
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Application of Ansoff Matrix on Food and Beverages Industry
Submittted by – Arjun Seth Akhil Jain Piyush Marwah Pragya Pathak Akshata Phadtare
Introduction Ansoff Matrix represents the different options open to a marketing manager when considering new opportunities for sales growth Two variables in Strategic marketing Decisions: • The market in which the firm was going to operate • The product intended for sale
In of the market, managers had two options: • Remain in the existing market • Enter new ones In of the product, the two options are: • selling existing products • developing new ones
Market Penetration: • Companies often penetrate markets in one of these ways: – By attracting non-s of the products – By gaining competitors customers – By convincing current customers to use more of the company's product • A cheaper strategy which includes relationship marketing activities.
–
Slide 3
Product Development • Another strategic option for an organization is to develop new products. Product development occurs when a company develops new products to the same market. • This strategy selected for one or more of the following: – Utilization of excess production capacity – Counter competitive entry – Maintaining the company's reputation as a product innovator – Use of new technology – Protection of overall market share • Often one such strategy moves the company into markets and towards customers that are currently not being served
Market development • Attracting new customers for its existing products. • This may include – Exploration of new segments of a market – New uses for the company's products and services – New geographical areas in order to entice new customers
Diversification • Moving out from its existing products and markets to new areas • Two types of diversifications – Related diversification – Unrelated diversification • Diversification is a high-risk strategy • The risks of diversification can be minimized by moving into related markets
Coca Cola – The Company
Standing in Business Environment
Corporate Level Strategy • Coca-Cola has long been committed to a product development strategy. • This allow Coca-Cola to penetrate existing markets with new products due to their high brand awareness. • This strategy capitalizes on Coca-Cola’s favorable trademark reputation.
Coca-Cola – Application of Ansoff Matrix
New Market
Current Market
Current Products
Market penetration strategies
New Products
Product Development strategies
-Increase Market Share -Increase product usage
-Product Improvement
- Increase frequency of use
-Product line extension
-Increase quantity of use
- New product for same Market
Market Development Strategies
Diversification Strategies -Vertical Integration
-Expand markets for existing product -Geographic expansion -Target new segments
-Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Market penetration strategies Product Development strategies -Product Improvement -Product line extension
-Increase Market Share by increasing their distribution channels
- New product for same Market
-Increase product usage by making it all occasions drinks
New Market
E.g. Extensive Use of this strategy after launch of Diet Coke
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
Market penetration strategies -Increase Market Share -Increase product usage
New Products
Product Development strategies
- Increase frequency of use -Increase quantity of use
-Product Improvement – Diet Coke -Product line extension – Fanta, Sprite
New Market
- New product for same Market
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Market penetration strategies -Increase Market Share -Increase product usage - Increase frequency of use -Increase quantity of use
Product Development strategies -Product Improvement -Product line extension - New product for same Market
New Market
Market Development Strategies -Expand markets for existing product- Launch of Coca cola Vanilla in Great Britain -Geographic expansion – Expanding further in Asian Markets like India -Target new segments –Further targeting higher age groups
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Product Development strategies Market penetration strategies -Increase Market Share -Increase product usage
-Product Improvement -Product line extension - New product for same Market
- Increase frequency of use -Increase quantity of use
New Market
Diversification Strategies
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
-Diversification in to ‘ready packaged liquid refreshments’. -e.g. Winnie the Pooh Roo Juice, Nestea, Powerade
Thank You
Submittted by – Arjun Seth Akhil Jain Piyush Marwah Pragya Pathak Akshata Phadtare
Introduction Ansoff Matrix represents the different options open to a marketing manager when considering new opportunities for sales growth Two variables in Strategic marketing Decisions: • The market in which the firm was going to operate • The product intended for sale
In of the market, managers had two options: • Remain in the existing market • Enter new ones In of the product, the two options are: • selling existing products • developing new ones
Market Penetration: • Companies often penetrate markets in one of these ways: – By attracting non-s of the products – By gaining competitors customers – By convincing current customers to use more of the company's product • A cheaper strategy which includes relationship marketing activities.
–
Slide 3
Product Development • Another strategic option for an organization is to develop new products. Product development occurs when a company develops new products to the same market. • This strategy selected for one or more of the following: – Utilization of excess production capacity – Counter competitive entry – Maintaining the company's reputation as a product innovator – Use of new technology – Protection of overall market share • Often one such strategy moves the company into markets and towards customers that are currently not being served
Market development • Attracting new customers for its existing products. • This may include – Exploration of new segments of a market – New uses for the company's products and services – New geographical areas in order to entice new customers
Diversification • Moving out from its existing products and markets to new areas • Two types of diversifications – Related diversification – Unrelated diversification • Diversification is a high-risk strategy • The risks of diversification can be minimized by moving into related markets
Coca Cola – The Company
Standing in Business Environment
Corporate Level Strategy • Coca-Cola has long been committed to a product development strategy. • This allow Coca-Cola to penetrate existing markets with new products due to their high brand awareness. • This strategy capitalizes on Coca-Cola’s favorable trademark reputation.
Coca-Cola – Application of Ansoff Matrix
New Market
Current Market
Current Products
Market penetration strategies
New Products
Product Development strategies
-Increase Market Share -Increase product usage
-Product Improvement
- Increase frequency of use
-Product line extension
-Increase quantity of use
- New product for same Market
Market Development Strategies
Diversification Strategies -Vertical Integration
-Expand markets for existing product -Geographic expansion -Target new segments
-Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Market penetration strategies Product Development strategies -Product Improvement -Product line extension
-Increase Market Share by increasing their distribution channels
- New product for same Market
-Increase product usage by making it all occasions drinks
New Market
E.g. Extensive Use of this strategy after launch of Diet Coke
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
Market penetration strategies -Increase Market Share -Increase product usage
New Products
Product Development strategies
- Increase frequency of use -Increase quantity of use
-Product Improvement – Diet Coke -Product line extension – Fanta, Sprite
New Market
- New product for same Market
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Market penetration strategies -Increase Market Share -Increase product usage - Increase frequency of use -Increase quantity of use
Product Development strategies -Product Improvement -Product line extension - New product for same Market
New Market
Market Development Strategies -Expand markets for existing product- Launch of Coca cola Vanilla in Great Britain -Geographic expansion – Expanding further in Asian Markets like India -Target new segments –Further targeting higher age groups
Diversification Strategies -Vertical Integration -Forward Integration -Backward Integration
Coca-Cola – Application of Ansoff Matrix Current Market
Current Products
New Products
Product Development strategies Market penetration strategies -Increase Market Share -Increase product usage
-Product Improvement -Product line extension - New product for same Market
- Increase frequency of use -Increase quantity of use
New Market
Diversification Strategies
Market Development Strategies -Expand markets for existing product -Geographic expansion -Target new segments
-Diversification in to ‘ready packaged liquid refreshments’. -e.g. Winnie the Pooh Roo Juice, Nestea, Powerade
Thank You
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