Ansoff's Matrix Pack. Please ensure if you like it you leave a review :) This document is a full information guide on Ansoff's Matrix from my A-Level Economics and Business Studies course. However, a lot of this topic is covered at GCSE level and through many different Business Studies and Marketin...
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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
4. Diversification
Information about some of the products produced by Coca Cola is given below.
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 (i.e. a new geographical market). 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
differentiated 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 not need to alter the product itself, merely different aspects of
the marketing mix.
5. Winnie the Pooh Roo Juice
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