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Growth Strategies (Ansoff Matrix)
Example of Coca-Cola
Market penetration: selling more of the same types of product to the same
types of people.
Product development: building on existing relationships with consumers and on
a creative ability to develop new products suited to consumer wants.
Market development: developing an existing product to cater for emerging
markets.
Diversification: developing new products for new markets.
Diet Coke
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.
Coca Cola Vanilla
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
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.
Coca Cola Share Size 1.5l Bottle
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.
Winnie the Pooh Roo Juice
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
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.
Ancoff matrix

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Ancoff matrix

  • 1. Growth Strategies (Ansoff Matrix) Example of Coca-Cola
  • 2. Market penetration: selling more of the same types of product to the same types of people. Product development: building on existing relationships with consumers and on a creative ability to develop new products suited to consumer wants. Market development: developing an existing product to cater for emerging markets. Diversification: developing new products for new markets.
  • 3. Diet Coke 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. Coca Cola Vanilla 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.
  • 4. Fanta Icy Lemon 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. Coca Cola Share Size 1.5l Bottle 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 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 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.