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Application of Ansoff

Matrix on Non -Alcoholic
Beverages Industry
Submitted by –
Arjun Seth
Akhil Jain
Piyush Marwah
Pragya Pathak
Akshata Phadtare

Ansoff Matrix
Ansoff Matrix represents the different options open to a
firm when considering new opportunities for sales growth.
Two variables in strategic marketing decisions:
• The market in which the firm was going to operate.
• The product intended for sale.
In terms of the market, managers has two options:
• Remain in the existing market
• Enter new ones
In terms of the product, the two options are:
• selling existing products
• developing new ones

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Market Penetration • With this approach. The company is trying to sell more of the same products to the same people. to encourage more people within the existing market to choose its product. or to use more of it – Introduce a loyalty scheme – Launch price or other special offer promotions – Increase its sales force activities. Here the company might: – Advertise. or – Buy a competitor company (particularly in mature markets) – Slide 3 .

genders or demographic profiles from its normal customers. increase in customer service levels. the company develops new products for the same market. or quality. or packaging existing products it in new ways.Product Development Here. . Here the company might: – Extend its product by producing different variants. – In a service industry. perhaps different age groups. – Develop related products or services. Market development The company targeting to attract new customers for its existing products by : – Target different geographical markets at home or abroad – Use different sales channels. such as online or direct sales if it is currently selling through the trade – Target different groups of people.

Diversification • Moving out from its existing products and markets to new areas new products. • Two types of diversifications  – Related diversification – Unrelated diversification • Diversification is a high-risk strategy • The risks of diversification can be minimized by moving into related markets .

Beverage Industry .

• The market is predominantly urban with 25 per cent contribution from rural areas . • The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year.1 billion.Beverage Industry – Overview • The size of the Indian beverage industry is around $ 6. • The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. • The Indian beverage industry faces over supply in segments like coffee and tea.

the consumption of aerated beverages in India was just 3 servings. • As per the Indian Beverage Association (IBA) the beverage segment has been growing at a CAGR of 12-13 per cent since 2009. Beverage consumption has steadily increased over the last 2 decades as more families are spending on non-food items indicating a clear shift in food preferences.Beverage Industry – Trends • In 1993. • In 2013. hence scope of expansion is huge in India • The country's beverage industry is expected to continue to grow in double digits in 2013 and ahead. • Global average around 94 servings per annum. industry estimates cite that Indians have a per capita consumption has increased to around 14 servings. per person. per annum. • Indian market is mainly a duopoly and is characterised by intense competition between Coca-Cola and Pepsi • Independent small grocers remains the strongest retail channel .

Market share .

Coca Cola – The Company .

Standing in Business Environment .

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• This strategy capitalizes on favorable trademark reputation. • This allow Coca-Cola to penetrate existing markets with new products due to their high brand awareness. Coca-Cola’s .Corporate Level Strategy • Coca-Cola has long been committed to a product development strategy.

Current Products New Market Current Market Coca-Cola – Application of Ansoff Matrix New Products .

Current Products New Market Current Market Coca-Cola – Application of Ansoff Matrix New Products .

Current Products New Market Current Market Coca-Cola – Application of Ansoff Matrix New Products .

Current Products New Market Current Market Coca-Cola – Application of Ansoff Matrix New Products .

Current Products New Market Current Market Coca-Cola – Application of Ansoff Matrix New Products .

Thank You .