ansoff-matrix final_v1.1 (1)
TRANSCRIPT
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Application of AnsoMatrix on Non -Alcoholic
Beverages Industry
Submitted by –
Arun SethA!hil "ain
#iyush Mar$ah
#ragya #atha!
A!shata #hadtare
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Ansof Matrix
Anso Matrix represents the dierent options open to a%rm $hen considering ne$ opportunities for sales gro$th&
'$o variables in strategic mar!eting decisions(
• 'he mar!et in $hich the %rm $as going to operate&• 'he product intended for sale&
In terms of the mar!et) managers has t$o options(• *emain in the existing mar!et• +nter ne$ ones
In terms of the product) the t$o options are(• selling existing products• developing ne$ ones
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Market Penetration
• ,ith this approach) 'he company is trying to sell more of the
same products to the same people& ere the company might(
– Advertise) to encourage more people $ithin the existing mar!etto choose its product) or to use more of it
– Introduce a loyalty scheme
– .aunch price or other special oer promotions
– Increase its sales force activities) or
– Buy a competitor company /particularly in mature mar!ets0
– Slide 1
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Product Development
ere) the company develops ne$ products for the samemar!et& ere the company might(
– +xtend its product by producing dierent variants) or pac!agingexisting products it in ne$ $ays&
– 2evelop related products or services& – In a service industry) increase in customer service levels) or
3uality&
Market development
'he company targeting to attract ne$ customers for its existingproducts by (
–
'arget dierent geographical mar!ets at home or abroad – 4se dierent sales channels) such as online or direct sales if it is
currently selling through the trade – 'arget dierent groups of people) perhaps dierent age groups)
genders or demographic pro%les from its normal customers.
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Diversication
•
Moving out from its existing products and mar!ets to ne$areas ne$ products&
• '$o types of diversi%cations
– Related diversication
– Unrelated diversication
• 2iversi%cation is a high-ris! strategy
• 'he ris!s of diversi%cation can be minimi6ed by moving intorelated mar!ets
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Beverage Industry
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Beverage Industry –7vervie$
• 'he si6e of the Indian beverage industry is around 8 9&: billion&
• 'he Indian beverage industry faces over supply in segments li!ecoee and tea&
• 'he total soft drin! /carbonated beverages and uices0 mar!et isestimated at ; per cent contributionfrom rural areas
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Beverage Industry – 'rends
• In :??1) the consumption of aerated beverages in India $as ust 1servings) per person) per annum& Beverage consumption hassteadily increased over the last ; decades as more families arespending on non-food items indicating a clear shift in foodpreferences&
• As per the Indian Beverage Association /IBA0 the beverage segmenthas been gro$ing at a @A* of :;-:1 per cent since ;?&
• In ;:1) industry estimates cite that Indians have a per capitaconsumption has increased to around := servings&
• lobal average around ?= servings per annum) hence scope ofexpansion is huge in India
• 'he countryCs beverage industry is expected to continue to gro$ indouble digits in ;:1 and ahead&
• Indian mar!et is mainly a duopoly and is characterised by intensecompetition bet$een @oca-@ola and #epsi
• Independent small grocers remains the strongest retail channel
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Mar!et share
@ @ l 'h
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@oca @ola – 'he@ompany
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@orporate .evel Strategy
• @oca-@ola has long been committed to a
product development strategy&
• 'his allo$ @oca-@ola to penetrate existingmar!ets $ith ne$ products due to their high
brand a$areness&
• 'his strategy capitali6es on @oca-@olaDsfavorable trademar! reputation&
@ @ l A li ti f
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@oca-@ola – Application ofAnso Matrix
@urrent#roducts
Ne$ #roducts
@ u r r e n t M a r !
e t
N e $
M a r ! e
t
@oca @ola Application of
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@oca-@ola – Application ofAnso Matrix
@urrent#roducts
Ne$ #roducts
@ u r r e n t M a r ! e t
N e $
M a r ! e t
@oca @ola Application of
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@oca-@ola – Application ofAnso Matrix
@urrent#roducts
Ne$ #roducts
@ u r r e n t M a r ! e t
N e $
M a r ! e t
@oca @ola Application of
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@oca-@ola – Application ofAnso Matrix
@urrent#roducts
Ne$ #roducts
@ u r r e n t M a r ! e t
N e $
M a r ! e t
@ @ l A li ti f
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@oca-@ola – Application ofAnso Matrix
@urrent#roducts
Ne$ #roducts
@ u r r e n t M a r ! e t
N e $
M a r ! e t
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'han! Eou