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Ansoff’s Matrix

Group 8:
Rohit Gupta
Sagar Behere
Sandeep Narayanan
Saumya Ranjan
Satpathy
Shailendra Gupta

Agenda
Ansoff’s Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

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Ansoff’s Matrix Coca Cola Coca Cola Strategy Pepsi Pepsi Strategy 3 .

Ansoff’s Matrix Market 4 Product EXISTING NEW EXIST MARKET PENETRATION Increase sales to existing market Penetrate existing market more deeply MARKET DEVELOPMENT Existing products sold to new markets NEW PRODUCT DEVELOPMENT New products developed for existing markets DIVERSIFICATION New Products sold to new markets .

Ansoff’s matrix suggests that business owners’ ability to grow their businesses comes down to how they market new or existing products in new or existing markets based on the following 4 strategies. Market Penetration – selling more of the same things to more of the same customers Market Development – selling more of the same things to different customers .Ansoff’s Matrix     5 Every business wants to grow but it is often difficult to determine the best way forward.

Ansoff’s Matrix   6 Product Development – selling new products or services to the same customers Diversification – selling new products or services to different customers .

Ansoff’s Matrix Coca Cola Coca Cola Strategy Pepsi Pepsi Strategy 7 .

Dr. better known to many as the “hobble skirt” bottle Currently offers more than 500 brands in over 200 countries and over 1. Asa Candler was sole proprietor of Coca-Cola for a total investment of $2.Coca Cola       8 Coca-Cola Company is the world's largest nonalcoholic beverage company Invented in May of 1886 by Dr. John Styth Pemberton April 1888.300 1916 Birth of the contour bottle. Pemberton sold off his interest By 1892.6 billion servings each day .

Coca-cola was the leading soft drink brand in India But due to norms set by the Foreign Exchange Regulation Act (FERA).Coca Cola in India     9 Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s Up till 1977. Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable  .

In 1993. As a result. Coke’s market share (Coke + Thumps Up) fell to nearly 55%. the company bought out the Parle brands. .. As an entry strategy.e. This strategy paid off and today almost 59% of the market is governed by CCI. After 3 years of incurring losses.Re-entry into the Indian Markets     10 Coca-Cola got the permission to enter the country with a 100 per cent unit in India. CCI finally took a decision to re-launch Thumps Up. CCI took over Parle Foods and decided not to promote the cola brand they took over i. they decided to withdraw Thumps Up from the market.

11 .Brands under Coca Cola.

Juice loving people. Thums-up: Confident. . Sprite: Young People. Ladies. Mature and Uniquely Masculine Attitude people. Fanta: Girls.Drinks according to target audience       12 Diet Coke: Weight Consciousness. Maaza: Kids . Minute Maid: Family Drink.

Ansoff’s Matrix Coca Cola Coca Cola Strategy Pepsi Pepsi Strategy 13 .

Coca Cola Strategy Market 14 Product EXISTING NEW EXIST MARKET PENETRATION Increase sales to existing market Penetrate existing market more deeply MARKET DEVELOPMENT Existing products sold to new markets NEW PRODUCT DIVERSIFICATION DEVELOPMENT New Products sold to New products new markets developed for existing markets .

Limca. Introduced products in new packaging. Launched existing and new products like fanta. Faced competition from existing players Bought existing players Introduced products like Thums Up.Coca Cola Strategy       15 Coca Cola was the 1st product launched in India. sprite . Gold Spot.

Coca Cola Strategy       16 Kinley mineral water was launched Minute maid was launched Branded coffee Georgia was launched Rural consumers were targeted by new products. Logistical problems were solved Connecting with consumers on social issues .

Ansoff’s Matrix Coca Cola Coca Cola Strategy Pepsi Pepsi Strategy 17 .

Existing PRODUCTS New INCREASING RISK Existing MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT New 18 DIVERSIFICATION INCREASING RISK MARKETS .

Agenda Ansoff’s Matrix Coca Cola Coca Cola Strategy Pepsi Pepsi Strategy 19 .

Customized its ad campaigns to suit the Indian market and came up with hybridized set of slogans (Hinglish) like “Yahi hai right choice baby” “Ye dil mange more” . Identified rising cricket and movie stars and had them endorsed. and launched Lehar Pepsi Brand. Partnered with Punjab Govt.DIVERSIFICATION     20 Pepsi entered into Indian Market in 1990.

Market Penetration     21 PepsiCo has dropped the price of its 200 ml Pepsi returnable glass to Rs. 8 in response to Coca Cola reduce pricing strategy. Scratch and win contest . PepsiCo reinforced its distribution network by distributing soft drinks through its Fast Food division restaurants like KFC and Pizza Hut Recently Pepsi bagged the IPL title sponsorship for the next 5 yrs (2013-2018) to add value to the Pepsi brand and to increase penetration.

Market development   22 Given the untapped potential within India. . Pepsi can constantly seek to improve its market. Pepsi could also consider taking advantage of Coke's reluctance to release Thums up in the other 21 states.

Recently Pepsi launched ATOM during the IPL 6 tournament which is again a failure. .Product development    23 Pepsi blue: Seasonal product that took advantage of cricket world cup fever – Not produced anymore Pepsi Max a sugarless cola that was targeted at the health-conscious was launched and withdrawn in 2010 when it failed to find takers.

Thank you 24 .