Using Coca Cola to Explain Ansoff’s Matrix Ansoff’s Matrix is a useful tool for examining a company’s product range. The four main options are: 1. Market penetration 2. Product development 3. Market development 4. Diversification Information about some of the products produced by Coca Cola is given below. Read this information and complete the tasks over the page: 1. Diet Coke m penetration Since being introduced in 1982 as a result of a growing trend towards dieting and healthier living, Diet Coke has been a highly successful product for the Coca Cola company, selling millions of units per year.
Throughout this time, Coca Cola has constantly adapted aspects of the marketing mix for Diet Coke in order to continually match customer trends and fashions. 2. Coca Cola Vanilla market development Having had a successful launch in America, Coca Cola decided to launch it’s new Vanilla flavoured version in Great Britain. Prior to doing so, Coca Cola carried out taste tests and developed the graphical ‘look’ of the Diet Coke brand. When they did this, they took great care to incorporate aspects of the Coca Cola brand, but still differentiating it so consumers would see it as an alternative to Coke. . Fanta Icy Lemon product development The development of a new flavour sparkling drink by Coca Cola was as a direct result of listening to consumers who called the company’s Careline telephone service. The business conducted taste tests prior to the 2001 launch. 4. Coca Cola Share Size 1. 5l Bottle penetration Desk research showed Coca Cola that a growing number of households contained 1-2 people, which led them to believe that a smaller version of the 2 litre family sized bottle would sell well to these groups.
In launching this product (simply sell existing brands such as Coca Cola, Diet Coke etc), Coke did need to alter the product itself, merely different aspects of the marketing mix. 5. Winnie the Pooh Roo Juice diversification Research informed Coca Cola of the opportunity to target parents of children aged 2-5 years with a juice drink that was packaged in a fun and colourful manner. They chose the characters from Winnie the Pooh for their universal appeal to children and made the product appeal to both children and their parents. . Powerade diversification Coca Cola developed the energy drink ‘Powerade’ in response to growth in the sports drink market. Much research was carried out into potential competitors within this segment prior to the drinks development and launch. • Virgin Media moved from music production to travel and mobile phones • Walt Disney moved from producing animated movies to theme parks and vacation properties • Canon diversified from a camera-making company into producing an entirely new range of office equipment. IP cameras to Network Video Monitoring and Recording Software, projectors, calculators, scanners, filmers, reader-printers • Ansoff’s Matrix and The Boston Matrix • Ansoff’s ***** • 1. Market Penetration: *****re are several products in Sony’s portfolio that could be ********** in the market penetration segment, that is, products ***** already exist in ***** company’s ***** and are marketed to exist*****g customers. Among them, digital cameras and flat-panel TVs are “remaining strong and boosting revenues,” which means that they were still used as a cash cow by the company in 2004. 2. Market Development: We should include in this category ***** such as DVD recorders, digital still camer***** and network electronics devices. For many of these products, Sony has a long history of excellence, but the global economy ***** the 21st century ***** the new challenges it brings about implies discovering ***** markets for these products. • 3. Product Development: The LCD flat-screen TV is the most representative product from this category.
Indeed, as we have seen ***** the articles, the demand is growing and Sony h***** developed a partnership w*****h Samsung in order to further develop its range of ***** flat-screen *****s. Additionally, the low-priced electronics may also be fit in this category, not necessarily as a new product, but *****s a new way ***** producing, for which the third country markets are excellent ***** providers. • *****. Diversification: The media *****s and *****as are new products in *****’s portfolio, with a new m*****rket that needs to be ***** ***** the *****.