Upload
abinash-biswal
View
217
Download
0
Embed Size (px)
Citation preview
8/17/2019 Final Ansoff's Matrix_v1.ppt
1/24
Ansof’s Matrix
Group 8:
Rohit GuptaSagar Behere
Sandeep Narayanan
Saumya RanjanSatpathy
Shailendra Gupta
8/17/2019 Final Ansoff's Matrix_v1.ppt
2/24
2
Agenda
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
3/24
3
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
4/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
5/24
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
%
8/17/2019 Final Ansoff's Matrix_v1.ppt
6/24
Ansof’s Matrix
"roduct $evelopment # selling new products orservices to the same customers
$iversi&cation # selling new products orservices to dierent customers
6
8/17/2019 Final Ansoff's Matrix_v1.ppt
7/247
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
8/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
9/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
10/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
11/24
Brands under Coa Cola3
11
8/17/2019 Final Ansoff's Matrix_v1.ppt
12/24
*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
8/17/2019 Final Ansoff's Matrix_v1.ppt
13/2413
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
14/24
Coa Cola Strategy
14
!arket
"roduct EJ*/@*KH KED
EJ*/@ !A
8/17/2019 Final Ansoff's Matrix_v1.ppt
15/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
16/24
8/17/2019 Final Ansoff's Matrix_v1.ppt
17/24
17
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
18/24
+,
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
19/24
19
Agenda
Ansof’s Matrix
Coa Cola
Coa Cola Strategy
!epsi
!epsi Strategy
8/17/2019 Final Ansoff's Matrix_v1.ppt
20/24
*%+#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
20
8/17/2019 Final Ansoff's Matrix_v1.ppt
21/24
Mar"et !enetration
"epsi'o has dropped the price of its 366 ml
"epsi returnable glass to
8/17/2019 Final Ansoff's Matrix_v1.ppt
22/24
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
8/17/2019 Final Ansoff's Matrix_v1.ppt
23/24
!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.
8/17/2019 Final Ansoff's Matrix_v1.ppt
24/24
24
&han" you