ANS-OFF MATRIX

 Market Penetration – After a thorough study Suffola decided to shift towards

increasing their market segment by including women and couples between age 25-
45 years of age and called the segment as ‘Hopefully Healthful’. To communicate this
positioning, they came up with Suffola Gold and advertised itself as a trustful choice.
It also came up with its new tag line “Kal Se”.
 Product Development – Worried about the weak sales figures, Suffola came up with
Suffola Nutriblend, positioning the product as the choice for healthy living and
thereby positioning the company as Optimistic and forwarding looking brand.
 Market Development – Marico, the parent company of Suffola made public debut in
1996 and launched their edible oil product Suffola for the first time since its
existence since 1960s.
 Diversification - In its second marketing campaign, it shifted its strategy to
diversification where it launched their new product Suffola Gold for urban working
consumers and thus successfully relating their pre-existing persona of ‘Heart related’
with healthy lifestyle and came up with a theory of first step with a healthy heart