Ansoff and Coca Cola

 

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. 2. . !.

Ma Mark rket et pe pene netr trat atio ion n Pr Produ oduct ct de devel velop opme ment nt Ma Mark rket et de deve velo lopm pmen entt "i "ive vers rsif ific icat atio ion n

#nformation a$out some of the products produced $y %oca %ola is given $elo&. 'ead this information and complete the tasks over the page: 1. Diet Coke

(ince $eing introduced in 1)*2 as a result of a gro&ing trend to&ards dieting and healthier living+ "iet %oke has $een a highly successful product for the %oca %ola company+ selling millions of units per year. Throughout this time+ %oca %ola has constantly adapted aspects of the marketing mix for "iet %oke in order to continually match customer trends and fashions. 2. Co Coca ca Co Cola la Va Vani nill lla a

,aving had a successful launch in America+ %oca %ola decided to launch it’s ne& -anilla flavoured version in reat /ritain. Prior to doing so+ %oca %ola carried out taste tests and developed the graphical 0look’ of the "iet %oke $rand. hen they did this+ they took great care to incorporate aspects of the %oca %ola $rand+ $ut still differentiating it so consumers &ould see it as an alternative to %oke.

3. Fa Fant nta a Icy Icy e! e!on

The development of a ne& flavour sparkling drink $y %oca %ola &as as a direct result of listening to consumers &ho called the company’s %areline telephone service. The $usiness conducted taste tests prior to the 21 launch.

". Co Coca ca Co Cola la #$ #$are are # #i%e i%e 1 1.&l .&l ' 'ott ottle le

"esk research sho&ed %oca %ola that a gro&ing num$er of households contained 132 people+ &hich led them to $elieve that a smaller version of the 2 litre family si4ed $ottle &ould sell &ell to these groups. #n launching this

 Ansoff’s Matrix IB Business & Management

 

 product 5simply sell existing $rands such as %oca %ola+ "iet %oke etc6+ %oke did need to alter the product itself+ merely different aspects of the marketing mix.

&. (i (inni nniee t$ t$ee ) )oo$ oo$ *oo +,i +,ice ce

'esearch informed %oca %ola of the opportunity to target parents of children aged 237 years &ith a 8uice drink that &as packaged in a fun and colourful manner. They chose the characters from innie the Pooh for their universal appeal to children and made the product appeal to  $oth children and their parents.

-. )oera/e

%oca %ola developed the energy drink 0Po&erade’ in response to gro&th in the sports drink market. Much research &as carried out into  potential competitors &ithin this segment prior to the drinks development and launch.

0,estions

1. 9n the matri matrix x provi provided+ ded+ & &rite rite in the product productss sho&n a$ove: Market Penetration

Product Development

Market Development

Diversification

- !arks

2. or ea each ch produc product+ t+ &rit &ritee a short pa paragra ragraph ph expla explaining ining &hy yo you u have loc located ated &here you on the matrix. 12 !arks  Ansoff’s Matrix IB Business & Management

 

. ;xplain $o and $y $usinesses such as %oca %ola use Ansoff’s Matrix. 12 !arks 4otal 35 !arks

 Ansoff’s Matrix IB Business & Management