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Final Ansoff's Matrix - v1

This document discusses Ansoff's Matrix and strategies used by Coca-Cola and Pepsi in India. It begins with an overview of Ansoff's Matrix and its four growth strategies: market penetration, product development, market development, and diversification. It then provides details on Coca-Cola's history, entry into India, brands, and use of the market penetration, product development, and diversification strategies. Pepsi's entry into India through diversification and its use of market penetration, product development, and market development strategies is also summarized.

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Abinash Biswal
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674 views

Final Ansoff's Matrix - v1

This document discusses Ansoff's Matrix and strategies used by Coca-Cola and Pepsi in India. It begins with an overview of Ansoff's Matrix and its four growth strategies: market penetration, product development, market development, and diversification. It then provides details on Coca-Cola's history, entry into India, brands, and use of the market penetration, product development, and diversification strategies. Pepsi's entry into India through diversification and its use of market penetration, product development, and market development strategies is also summarized.

Uploaded by

Abinash Biswal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Ansoffs Matrix

Group 8:
Rohit Gupta
Sagar Behere
Sandeep Narayanan
Saumya Ranjan
Satpathy
Shailendra Gupta

Agenda
Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

Ansoffs Matrix
Market

Product

EXISTING

NEW

EXIST

MARKET
PENETRATION
Increase sales to
existing market
Penetrate existing
market more
deeply

MARKET
DEVELOPMENT
Existing products
sold to new
markets

NEW

PRODUCT
DEVELOPMENT
New products
developed for
existing markets

DIVERSIFICATION
New Products sold
to new markets

Ansoffs Matrix

Every business wants togrow but it is often


difficult todetermine the best way forward.
Ansoffs matrix suggests that business owners
ability to grow their businesses comes down to
how they market new or existing products in
new or existing markets based on the following
4 strategies.
Market Penetration selling more of the same
things to more of the same customers
Market Development selling more of the
same things to different customers

Ansoffs Matrix

Product Development selling new products or


services tothe same customers
Diversification selling new products or
services to different customers

Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

Coca Cola

Coca-Cola Company is the world's largest nonalcoholic beverage company


Invented in May of 1886 by Dr. John Styth
Pemberton
April 1888, Dr. Pemberton sold off his interest
By 1892, Asa Candler was sole proprietor of
Coca-Cola for a total investment of $2,300
1916 Birth of the contour bottle, better known
to many as the hobble skirt bottle
Currently offers more than 500 brands in over
200 countries and over 1.6 billion servings each
day

Coca Cola in India

Coca-Cola was the 1st international soft drinks


brand to enter India in early 1970s
Up till 1977, Coca-cola was the leading soft
drink brand in India
But due to norms set by the Foreign Exchange
Regulation Act (FERA), Coca-Cola left India and
did not return till 1993 after a 16 year absence
from the Indian beverage market
FERA needed Coca-Cola to reveal its secret
concentrate formula as well as reduce its
equity stake which was not acceptable

Re-entry into the Indian


Markets

10

Coca-Cola got the permission to enter the country


with a 100 per cent unit in India.
In 1993, the company bought out the Parle
brands.
As an entry strategy, CCI took over Parle Foods
and decided not to promote the cola brand they
took over i.e., they decided to withdraw Thumps
Up from the market.
As a result, Cokes market share (Coke + Thumps
Up) fell to nearly 55%. After 3 years of incurring
losses, CCI finally took a decision to re-launch
Thumps Up. This strategy paid off and today
almost 59% of the market is governed by CCI.

Brands under Coca Cola.

11

Drinks according to target


audience

12

Diet Coke: Weight Consciousness.


Maaza: Kids , Juice loving people.
Sprite: Young People.
Thums-up: Confident, Mature and Uniquely
Masculine Attitude people.
Fanta: Girls, Ladies.
Minute Maid: Family Drink.

Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

13

Coca Cola Strategy


Market

14

Product

EXISTING

NEW

EXIST

MARKET
PENETRATION
Increase sales to
existing market
Penetrate existing
market more deeply

MARKET
DEVELOPMENT
Existing products sold
to new markets

NEW

PRODUCT
DIVERSIFICATION
DEVELOPMENT
New Products sold to
New products
new markets
developed for existing
markets

Coca Cola Strategy

15

Coca Cola was the 1st product launched in


India.
Faced competition from existing players
Bought existing players
Introduced products like Thums Up, Limca,
Gold Spot.
Introduced products in new packaging.
Launched existing and new products like fanta,
sprite

Coca Cola Strategy

16

Kinley mineral water was launched


Minute maid was launched
Branded coffee Georgia was launched
Rural consumers were targeted by new
products.
Logistical problems were solved
Connecting with consumers on social issues

Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

17

Existing

PRODUCTS

New

INCREASING RISK
Existing

MARKET
PENETRATION

PRODUCT
DEVELOPMENT

MARKET
DEVELOPMENT

New

18

DIVERSIFICATION

INCREASING RISK

MARKETS

Agenda
Ansoffs Matrix
Coca Cola
Coca Cola Strategy
Pepsi
Pepsi Strategy

19

DIVERSIFICATION

20

Pepsi entered into Indian Market in 1990.


Partnered with Punjab Govt. and launched
Lehar Pepsi Brand.
Identified rising cricket and movie stars and
had them endorsed.
Customized its ad campaigns to suit the Indian
market and came up with hybridized set of
slogans (Hinglish) like Yahi hai right choice
baby Ye dil mange more

Market Penetration

21

PepsiCo has dropped the price of its 200 ml


Pepsi returnable glass to Rs. 8 in response to
Coca Cola reduce pricing strategy.
PepsiCo reinforced its distribution network by
distributing soft drinks through its Fast Food
division restaurants like KFC and Pizza Hut
Recently Pepsi bagged the IPL title sponsorship
for the next 5 yrs (2013-2018) to add value to
the Pepsi brand and to increase penetration.
Scratch and win contest

Market development

22

Given the untapped potential within India,


Pepsi can constantly seek to improve its
market.
Pepsi could also consider taking advantage of
Coke's reluctance to release Thums up in the
other 21 states.

Product development

23

Pepsi blue: Seasonal product that took


advantage of cricket world cup fever Not
produced anymore
Pepsi Max a sugarless cola that was targeted
at the health-conscious was launched and
withdrawn in 2010 when it failed to find takers.
Recently Pepsi launched ATOM during the IPL 6
tournament which is again a failure.

Thank you

24

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