Using Coca Cola to Explain Ansoffs

Matrix
Ansoffs Matrix is a useful tool for examining a companys product range. The four main options are:
1. Market penetration
2. Product development
. Market development
!. "iversification
#nformation a$out some of the products produced $y %oca %ola is given $elo&. 'ead this information
and complete the tasks over the page:
1. Diet Coke
(ince $eing introduced in 1)*2 as a result of a gro&ing trend to&ards dieting and
healthier living+ "iet %oke has $een a highly successful product for the %oca %ola
company+ selling millions of units per year. Throughout this time+ %oca %ola has
constantly adapted aspects of the marketing mix for "iet %oke in order to
continually match customer trends and fashions.
2. Coca Cola Vanilla
,aving had a successful launch in America+ %oca %ola decided to launch its
ne& -anilla flavoured version in .reat /ritain. Prior to doing so+ %oca %ola
carried out taste tests and developed the graphical 0look of the "iet %oke
$rand. 1hen they did this+ they took great care to incorporate aspects of the
%oca %ola $rand+ $ut still differentiating it so consumers &ould see it as an
alternative to %oke.
3. Fanta Icy Lemon
The development of a ne& flavour sparkling drink $y %oca %ola &as as a direct result of listening
to consumers &ho called the companys %areline telephone service. The $usiness conducted
taste tests prior to the 2221 launch.
4. Coca Cola Share Size 1.5l Bottle
"esk research sho&ed %oca %ola that a gro&ing num$er of households contained 132
people+ &hich led them to $elieve that a smaller version of the 2 litre family si4ed $ottle
&ould sell &ell to these groups. #n launching this product 5simply sell existing $rands such as
%oca %ola+ "iet %oke etc6+ %oke did need to alter the product itself+ merely different aspects
of the marketing mix.
Ansofs Matrix
IB Business & Management
5. Winnie the Pooh oo !"ice
'esearch informed %oca %ola of the opportunity to target parents of children aged 237
years &ith a 8uice drink that &as packaged in a fun and colourful manner. They chose
the characters from 1innie the Pooh for their universal appeal to children and made
the product appeal to $oth children and their parents.
#. Po$era%e
%oca %ola developed the energy drink 0Po&erade in response to gro&th in the
sports drink market. Much research &as carried out into potential competitors &ithin
this segment prior to the drinks development and launch.
&"e'tion'(
1. 9n the matrix provided+ &rite in the products sho&n a$ove:
)# mark'*
2. :or each product+ &rite a short paragraph explaining &hy you have located &here you on the
matrix.
)12 mark'*
. ;xplain ho$ and $hy $usinesses such as %oca %ola use Ansoffs Matrix.
)12 mark'*
+otal( 3, mark'
Ansofs Matrix
IB Business & Management
Market Penetration Product Development
Market Development Diversifcation