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
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
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
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.
3. 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.
4. 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....
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