ansoff matrix its very inportant for the marketing
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8/19/2019 Ansoff Matrix its very inportant for the marketing
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Product & brand
management
Topic: Ansoff Matrix Name: Rahul Dubey
Roll no: A – !
Presented to: Prof" Priyadarshan Patil
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Ansoff Matrix
The Ansoff Matrix
classifies & explains
different gro#th
strategies for a company
This matrix is used bycompanies #hich ha$e a
gro#th target or a
strategy speciali%ationt #as disco$ered by
gor Ansoff in '()
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Percentage value
Globalcarbonated marketshare
Coca cola 47%
Pepsi 21%
Cadbury 8%
AmBey 1%
Others 21% Total 100%
*ounded in '!!) Non alcoholic be$erage
concentrates & syrups
+perates in o$er , countries &,- different branch.ead/uarters: Atlanta0 1eorgia" 23 of the company $olume &
!3 of company profit comes from
outside the 45A
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Ansoff Matrix applied to 6oca 6ola
Mar7et penetrationstrategy
8single core product0
45A only 9
Mar7et de$elopmentstrategy
8foreign mar7ets #ith
ne# segments 9
Di$ersification
strategy
8ne# product on ne#mar7et9
Product de$elopment
strategy
8 NPD in 45A 9
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5ome examples of coca 6ola products
Product development
strategiesProduct impro$ementProduct line extension Ne# product for same
mar7et
Market penetration strategyncrease mar7et sharencrease product usagencrease fre/uency of use Ne# application
Market development
strategies
xpand mar7et forexisting productsTarget ne# segments
Diversification strategies;ertical integration
*or#ard integrationDi$ersification into related
businessDi$ersification in unrelated
business
6urrent products Ne# products
N e
m a r ! e t
C u r r e " t m a r ! e t s
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6onclusion
6oca 6ola is using a number of strategies:'9 Mar7et penetration strategy
,9 Mar7et de$elopment strategy
-9 Product de$elopment
<9 Di$ersification strategy)6oca 6ola has comprehensi$e product portfolio in each mar7et #hich is
#ell managed & enables the best fit)6oca 6ola has strong competiti$e position of the firm in a highly
attracti$e mar7et)6oca cola should maintain its mar7eting not only in its strategic but also
in its tactical day to day operations