Chaudhary Charan Singh National Institute of Agricultural Marketing

(An Autonomous organization under Ministry of Agriculture and Farmers’ Welfare, Government of India)

Ansoff Matrix Team-4

Kuldeep
Lakshmi Priya Vajarapu
Pratyusha Chakma
Shankha Shubhra Maity
Suraj Patil
1
 Market Growth Matrix/ Product-Market Matrix is a
marketing tool created by Igor Ansoff 

Allows marketers to consider ways to grow the business

via existing and new products

What is Ansoff
matrix? Ansoff Matrix is vital for strategic planning

Help grow business by developing new products &

services or tapping into new markets. 

It is a tool used by the brands to plan and analyze their

growth by putting their product portfolio (existing or new)
in different categories. 

Sources: Marketing Compendium by PRiSM & MW, Marketing compendium by SIBM, Building a Marketing Plan - A Complete Guide by H.Y. Wong et al. 2
 Four strategies of the Ansoff Matrix
PRODUCTS
Existing New
Selling existing product to existing
consumers
Existing

MARKET PRODUCT
PENETRATION DEVELOPMENT
STRATEGY STRATEGY Selling new product to existing
MARKETS

consumers

Selling existing product to new

consumers
MARKET
DIVERSIFICATION
New

DEVELOPMENT
STRATEGY
STRATEGY Selling new product to new consumers

Sources: Marketing Compendium by PRiSM & MW, Marketing compendium by SIBM 3

 Product portfolio of a brand

Market Penetration
Product Development
Increasing sales of existing
products to an existing market.  Introducing new products to an
 combination of competitive  existing market.
 pricing strategies, advertising,  require the development of
sales promotion new competencies
 loyalty schemes
 least risky way for a company
to grow

Market Development Diversification

Entering a new market using Entering a new market with the
existing products introduction of new products.
 New geographical markets  must have a clear idea
 New distribution channels  assessment of the risks
 Different pricing policies to
attract different customers 

4
Sources: https://michiganscouting.org/wp-content/uploads/2017/11/The-Ansoff-Matrix.pdf
 Ansoff matrix of Amul
Existing New

Existing
MARKETS

Market Penetration Product Development

 Rural area
 South India
 USA, Middle East &
New

South-East Asia

Market Development Diversification

5
Sources: https://ansoffs.com/ansoff-matrix-of-amul/ PRODUCTS
Thank You!!