Using Coca Cola to Explain Ansoff's Matrix
Top tips from the writer to the reader:
1. Firstly I must remind you that these is my work from my own notes, therefore please relate this
information to your own situation and own language choices. I have also taken a lot of this from
my teacher’s resources. I cannot be held responsible if my teacher took them from elsewhere.
2. Secondly, the notes were correct at the time of writing from my textbooks used for my studies.
Therefore, be vigilant with your work and ensure you cross check other sources if you are unsure.
Also I can give you all of the information in the world, but it is your job to understand where it
comes from, why it is important and relevant to your questions.
3. I have uploaded my essay built on the above facts. Why not break it down and make it better?
4. Lastly, feel free to leave a review if you found this helpful and share the love <3 Good luck!
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
Top tips from the writer to the reader:
1. Firstly I must remind you that these is my work from my own notes, therefore please relate this
information to your own situation and own language choices. I have also taken a lot of this from
my teacher’s resources. I cannot be held responsible if my teacher took them from elsewhere.
2. Secondly, the notes were correct at the time of writing from my textbooks used for my studies.
Therefore, be vigilant with your work and ensure you cross check other sources if you are unsure.
Also I can give you all of the information in the world, but it is your job to understand where it
comes from, why it is important and relevant to your questions.
3. I have uploaded my essay built on the above facts. Why not break it down and make it better?
4. Lastly, feel free to leave a review if you found this helpful and share the love <3 Good luck!
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
