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Ansoff & Coca Cola

The document discusses Coca Cola's use of Ansoff's Matrix to examine its product range. It provides examples of six Coca Cola products and asks readers to categorize them in the matrix and explain their categorizations. It also asks readers to explain how and why businesses use Ansoff's Matrix.

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207 views3 pages

Ansoff & Coca Cola

The document discusses Coca Cola's use of Ansoff's Matrix to examine its product range. It provides examples of six Coca Cola products and asks readers to categorize them in the matrix and explain their categorizations. It also asks readers to explain how and why businesses use Ansoff's Matrix.

Uploaded by

suzanne
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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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
4. Diversification

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.

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.

6. 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.

Questions:

1. On the matrix provided, write in the products shown above:

Market Penetration Product Development

Market Development Diversification

(6 marks)

2. For each product, write a short paragraph explaining why you have located
where you on the matrix.
(12 marks)

3. Explain how and why businesses such as Coca Cola use Ansoff’s Matrix.
(12 marks)
Total: 30 marks

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