Matrix

1. IGOR ANSOFF MATRIX

3. IGOR Ansoff Matrix
Product Development
Focus: Introducing new products
to existing markets.
Tactics: Innovate or upgrade
products, or develop products.
Market Penetration
Focus: Increasing sales of existing
products in existing markets.
Tactics: Enhance marketing,
adjust pricing, or improve product
availability.
Diversification
Focus: Introducing new products
to new markets.
Tactics: Create entirely new
product lines, or enter completely
new industries
Market Development
Focus: Entering new markets with
existing products.
Tactics: Expand geographically,
target new customer segments,
or explore different sales
channels.

4. MARKET PENETRATION

5. Overview: KitKat entered India in 1995, strategically positioning itself as an
affordable yet premium chocolate option amidst established competitors like
Cadbury.
Key Strategies:
Product Adaptation: KitKat tailored its offerings to local tastes while maintaining
its global brand identity, introducing smaller pack sizes to cater to price-sensitive
consumers.
Innovative Marketing: The brand employed creative advertising campaigns
centered around relaxation and enjoyment, effectively resonating with Indian
consumers.
Wide Distribution : Network: Ensuring availability across various retail formats
helped KitKat penetrate both urban and rural markets successfully.

6. Overview: Starbucks entered the Indian market in 2011 after a failed attempt in
2007. The company partnered with Tata Global Beverages, leveraging local
knowledge to enhance its market presence.
Key Strategies:
Joint Venture: Starbucks utilized a joint venture model to navigate the
complexities of the Indian market, gaining access to local supply chains and
consumer insights.
Adaptation: The brand adapted its product offerings to cater to local tastes,
including introducing beverages that resonate with Indian consumers
Market Positioning: Positioned as a premium coffee experience, Starbucks
capitalized on India's growing coffee culture, targeting urban professionals and
young consumers1.

7. Strategy: Market Penetration in the Paint Industry.
Strong Branding: Focused on strong branding and advertising campaigns to
enhance brand recognition.
Dealer Network: Expanded its dealer network to ensure availability in every nook
and corner of the country.
Loyalty Programs: Introduced loyalty programs for painters and contractors to
increase product loyalty and preference.

8. PRODUCT DEVELOPMENT

9. • Godrej Consumer Products - Launch of Godrej Expert Hair Color
• Overview: Godrej launched its Expert Hair Color line targeting the
growing demand for affordable hair coloring solutions in India.
• Key Strategies:
• Market Research and Development: The product was developed after
understanding consumer preferences for easy-to-use and affordable
hair color options.
• Innovative Packaging and Formulation: It featured a unique
formulation that combined convenience with effectiveness, appealing
particularly to women looking for home-based solutions.
• Impact on Market Share: This product significantly enhanced Godrej's
portfolio, allowing it to capture a larger share of the personal care
segment

10. • Overview: The Mahindra Thar is a rugged SUV known for its off-
road capabilities and has gained popularity among adventure
enthusiasts since its launch.
• Key Features: The latest generation offers modern amenities while
retaining classic styling, including a powerful engine and advanced
technology features.
• Market Impact: It has successfully captured the attention of both
urban and rural consumers, positioning itself as a versatile vehicle
for various terrains.

11. • Overview: Founded in 2010, Ola has emerged as a leading ride-
hailing service in India, competing directly with Uber.
• Strategy:
• Localization: Ola tailored its services to meet local needs, including
cash payment options and regional language support in its app.
• Diverse Offerings: The company expanded its services to include
auto-rickshaws and bike taxis, catering to a broader audience.
• Outcome: Ola became a household name in urban transportation,
significantly impacting the mobility landscape across Indian cities.

12. MARKET DEVELOPMENT

13. • Overview: McDonald's entered the Indian market in 1996, facing
significant cultural and operational challenges.
• Localization: To cater to Indian tastes, McDonald's introduced a menu
that excluded beef and pork, focusing on vegetarian options like the
McAloo Tikki burger.
• Affordability: The company launched value meals to make its offerings
more accessible to the price-sensitive Indian consumer.
• Outcome: This strategy allowed McDonald's to establish a strong
foothold in India, adapting to local preferences while maintaining its
global brand identity.

14. • Overview: HDFC Bank has consistently expanded its services across
different regions in India since its inception in 1994.
• Branch Expansion: HDFC Bank focused on increasing its branch
network in both urban and rural areas to reach a broader customer
base.
• Digital Banking Initiatives: The bank invested in technology to offer
online banking services, catering to the growing demand for digital
solutions.
• Outcome: HDFC Bank became one of India's leading private sector
banks, known for its customer service and innovative banking
products.

15. • Overview: Zomato started as a restaurant discovery platform and
evolved into a leading food delivery service in India.
• Hyperlocal Marketing: Zomato tailored its services based on local
culinary preferences and partnered with restaurants across diverse
regions.
• Expansion into New Cities: The platform expanded rapidly into tier
II and III cities, tapping into previously underserved markets.
• Outcome: Zomato became synonymous with food delivery in India,
significantly enhancing its market presence through localized
strategies

16. DIVERSIFICATION

17. • Overview: Tata Group is one of India’s largest conglomerates, with interests
spanning multiple industries including steel, automobiles, IT, and consumer
goods
• Conglomerate Diversification: Tata expanded into unrelated sectors such as
hospitality (Taj Hotels) and telecommunications (Tata Communications).
• Synergy Utilization: Leveraged its brand reputation and resources across
diverse industries to enhance overall profitability.
• Outcome: Tata Group has successfully built a diversified portfolio that
mitigates risks and capitalizes on growth opportunities across various sectors.

18. • Overview: Initially focused on two-wheelers, Bajaj Auto has diversified into
three-wheelers and electric vehicles.
• Product Diversification: Launched electric scooters under the brand "Chetak"
while expanding its three-wheeler range for urban transport solutions.
• International Markets Expansion: Entered markets in Africa and Latin America
with tailored products for local needs.
• Outcome: Bajaj Auto has strengthened its market position by expanding its
product portfolio beyond traditional motorcycles.