Ansoff Presentation Krishna Final 2k3945

Ansoff Matrix Existing

Existing

PRODUCTS

MARKET PENETRATION

INCREASING RISK PRODUCT DEVELOPMENT

Sell new products in existing markets

MARKETS MARKET EXTENSION

New

Achieve higher sales/market share of existing products in new markets

DIVERSIFICATION Sell new products in new markets

INCREASING RISK

Sell more in existing Markets

New

Cadbury’s Ansoff Matrix Existing

Existing

PRODUCTS

MARKET PENETRATION

New

INCREASING RISK PRODUCT DEVELOPMENT •Cadbury 5 Star Jelly.

•Special offers

•Mye

•Boost •Snow flakes

MARKETS MARKET EXTENSION New

Cadbury's have done this buy marketing the very successful Cadbury's buttons range and tried selling them to adults.

DIVERSIFICATION • Cakes •Biscuits •Cereals

INCREASING RISK

•Relaunching products

Market Penetration •Relaunching of the same products e.g Dairy milk as king size.

•Special offers on the existing products like Cadbury Crunchy 25% extra free.

•Cadbury’s emphasize on glass and half of the milk . They believe no other product has same taste.

Product Development Cadbury has launched the new product Cadbury 5 Star Jelly. Cadbury has forecasted sales of chocolate to grow by 8% after launching 5 star jelly in different flavors.

Target audience will be small school going kids mostly in rural areas who will give this: Rs.2 as gift to all their friends on their birthday. Weight (gms)

Price (Rs)

Flavors

30 Gms

10/-

15 Gms

5/-

10 Gms

2/-

Mango, Orange, Strawberry, Pineapple

Market Extension In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The campaign featured many TV commercials that was significantly different from the company’s earlier commercial for the brand. Below are some of the example :• Commercial with the tag line as “Khane wale ko khane ka bahana chaiye” •More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions •The interactive campaign for "Pappu Ho Gaya“ has also bagged many awards.

This strategy of appealing to adults in India, who sought a rational justification for indulging in chocolate consumption, marked a significant departure from Cadbury’s earlier strategy.

Diversification •Cadbury diversification is when they move into another market such as the energy drinks market •A new breakfast cereal from Cadbury's would appear in diversification, as it would be a new product and a new market that Cadbury's are trying to exploit. •Another form of Cadbury diversification would be Cadbury’s moving from chocolate bars to chocolate cake .