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Ansof’s Matrix

Group 8:

Rohit GuptaSagar Behere

Sandeep Narayanan

Saumya RanjanSatpathy

Shailendra Gupta

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Agenda

Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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Ansof’s Matrix

4

Mar"et

!rodut #$%S&%NG N#'

#$%S& MAR(#&!#N#&RA&%)N

%nrease sales toexisting mar"et

!enetrate existingmar"et moredeeply

MAR(#&*#+#,)!M#N&

#xisting produtssold to ne-mar"ets

N#' !R)*.C&

*#+#,)!M#N&Ne- produtsde/eloped 0orexisting mar"ets

*%+#RS%1%CA&%)N

Ne- !roduts soldto ne- mar"ets

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Ansof’s Matrix

Every business wants to grow but it is oftendicult to determine the best way forward.

Anso’s matrix suggests that business owners’ability to grow their businesses comes down tohow they market new or existing products in

new or existing markets based on the following strategies.

!arket "enetration # selling more of the samethings to more of the same customers

!arket $evelopment # selling more of thesame things to dierent customers

%

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Ansof’s Matrix

"roduct $evelopment # selling new products orservices to the same customers

$iversi&cation # selling new products orservices to dierent customers

6

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Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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Coa Cola

'oca('ola 'ompany is the world)s largest non(

alcoholic beverage company *nvented in !ay of +,,- by $r. ohn /tyth

"emberton April +,,,0 $r. "emberton sold o his interest

1y +,230 Asa 'andler was sole proprietor of'oca('ola for a total investment of 430566 +2+- 1irth of the contour bottle0 better known

to many as the 7hobble skirt8 bottle 'urrently oers more than %66 brands in over

366 countries and over +.- billion servings eachday

8

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Coa Cola in %ndia

'oca('ola was the +st international soft drinksbrand to enter *ndia in early +296’s

:p till +2990 'oca(cola was the leading softdrink brand in *ndia

1ut due to norms set by the ;oreign Exchange

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Re2entry into the %ndianMar"ets 'oca('ola got the permission to enter the country

with a +66 per cent unit in *ndia.  *n +2250 the company bought out the "arle

brands. As an entry strategy0 ''* took over "arle ;oods

and decided not to promote the cola brand theytook over i.e.0 they decided to withdraw @humps:p from the market.

As a result0 'oke’s market share ='oke @humps:p> fell to nearly %%B. After 5 years of incurring

losses0 ''* &nally took a decision to re(launch @humps :p. @his strategy paid o and todayalmost %2B of the market is governed by ''*.

10

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Brands under Coa Cola3

11

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*rin"s aording to targetaudiene $iet 'okeC Deight 'onsciousness.

!aaaC Fids 0 uice loving people.

/priteC Goung "eople.

 @hums(upC 'on&dent0 !ature and :ni?uely

!asculine Attitude people. ;antaC Hirls0 Iadies.

!inute !aidC ;amily $rink.

12

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Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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Coa Cola Strategy

14

!arket

"roduct EJ*/@*KH KED

EJ*/@ !A

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Coa Cola Strategy

'oca 'ola was the +st product launched in*ndia.

;aced competition from existing players

1ought existing players

*ntroduced products like @hums :p0 Iimca0Hold /pot.

*ntroduced products in new packaging.

Iaunched existing and new products like fanta0

sprite

15

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Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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+,

Existing !R)*.C&S   Kew

%NCR#AS%NG R%S( 

%NCR

# AS%NG

R%S(

Existing

MAR(#&S

Kew

MAR(#&!#N#&RA&%)N

MAR(#&*#+#,)!M#N&

!R)*.C&*#+#,)!M#N&

*%+#RS%1%CA&%)N

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Agenda

Ansof’s Matrix

Coa Cola

Coa Cola Strategy

!epsi

!epsi Strategy

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*%+#RS%1%CA&%)N

"epsi entered into *ndian !arket in +226.

"artnered with "unNab Hovt. and launchedIehar "epsi 1rand.

*denti&ed rising cricket and movie stars andhad them endorsed.

'ustomied its ad campaigns to suit the *ndianmarket and came up with hybridied set ofslogans =Oinglish> like 7Gahi hai right choicebaby8 7Ge dil mange more8

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Mar"et !enetration

"epsi'o has dropped the price of its 366 ml

"epsi returnable glass to

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Mar"et de/elopment

Hiven the untapped potential within *ndia0

"epsi can constantly seek to improve itsmarket.

"epsi could also consider taking advantage of'oke)s reluctance to release @hums up in the

other 3+ states.

22

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!rodut de/elopment

"epsi blueC /easonal product that took

advantage of cricket world cup fever # Kotproduced anymore

"epsi !ax a sugarless cola that was targetedat the health(conscious was launched and

withdrawn in 36+6 when it failed to &nd takers.

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&han" you