Igor Ansoff Matrix ppt marketing management

Matrix

1. IGOR ANSOFF MATRIX

2. IGOR Ansoff Matrix Product Development Focus: Introducing new products to existing markets. Tactics: Innovate or upgrade products, or develop products . Market Penetration Focus: Increasing sales of existing products in existing markets. Tactics: Enhance marketing, adjust pricing, or improve product availability . Diversification Focus: Introducing new products to new markets. Tactics: Create entirely new product lines, or enter completely new industries Market Development Focus: Entering new markets with existing products. Tactics: Expand geographically, target new customer segments, or explore different sales channels.

3. MARKET PENETRATION

4. Overview: KitKat entered India in 1995, strategically positioning itself as an affordable yet premium chocolate option amidst established competitors like Cadbury. Key Strategies: Product Adaptation : KitKat tailored its offerings to local tastes while maintaining its global brand identity, introducing smaller pack sizes to cater to price-sensitive consumers. Innovative Marketing : The brand employed creative advertising campaigns centered around relaxation and enjoyment, effectively resonating with Indian consumers. Wide Distribution : Network: Ensuring availability across various retail formats helped KitKat penetrate both urban and rural markets successfully.

5. Overview : Starbucks entered the Indian market in 2011 after a failed attempt in 2007. The company partnered with Tata Global Beverages, leveraging local knowledge to enhance its market presence. Key Strategies: Joint Venture : Starbucks utilized a joint venture model to navigate the complexities of the Indian market, gaining access to local supply chains and consumer insights. Adaptation: The brand adapted its product offerings to cater to local tastes, including introducing beverages that resonate with Indian consumers Market Positioning: Positioned as a premium coffee experience, Starbucks capitalized on India's growing coffee culture, targeting urban professionals and young consumers1.

6. Strategy : Market Penetration in the Paint Industry. Strong Branding : Focused on strong branding and advertising campaigns to enhance brand recognition. Dealer Network: Expanded its dealer network to ensure availability in every nook and corner of the country. Loyalty Programs: Introduced loyalty programs for painters and contractors to increase product loyalty and preference.

7. PRODUCT DEVELOPMENT

8. Godrej Consumer Products - Launch of Godrej Expert Hair Color Overview: Godrej launched its Expert Hair Color line targeting the growing demand for affordable hair coloring solutions in India. Key Strategies: Market Research and Development : The product was developed after understanding consumer preferences for easy-to-use and affordable hair color options . Innovative Packaging and Formulation: It featured a unique formulation that combined convenience with effectiveness, appealing particularly to women looking for home-based solutions. Impact on Market Share : This product significantly enhanced Godrej's portfolio, allowing it to capture a larger share of the personal care segment

9. Overview: The Mahindra Thar is a rugged SUV known for its off-road capabilities and has gained popularity among adventure enthusiasts since its launch. Key Features: The latest generation offers modern amenities while retaining classic styling, including a powerful engine and advanced technology features. Market Impact: It has successfully captured the attention of both urban and rural consumers, positioning itself as a versatile vehicle for various terrains.

10. Overview: Founded in 2010, Ola has emerged as a leading ride-hailing service in India, competing directly with Uber. Strategy: Localization: Ola tailored its services to meet local needs, including cash payment options and regional language support in its app. Diverse Offerings: The company expanded its services to include auto-rickshaws and bike taxis, catering to a broader audience. Outcome: Ola became a household name in urban transportation, significantly impacting the mobility landscape across Indian cities .

11. MARKET DEVELOPMENT

12. Overview : McDonald's entered the Indian market in 1996, facing significant cultural and operational challenges. Localization: To cater to Indian tastes, McDonald's introduced a menu that excluded beef and pork, focusing on vegetarian options like the McAloo Tikki burger. Affordability: The company launched value meals to make its offerings more accessible to the price-sensitive Indian consumer. Outcome : This strategy allowed McDonald's to establish a strong foothold in India, adapting to local preferences while maintaining its global brand identity .

13. Overview: HDFC Bank has consistently expanded its services across different regions in India since its inception in 1994. Branch Expansion: HDFC Bank focused on increasing its branch network in both urban and rural areas to reach a broader customer base. Digital Banking Initiatives: The bank invested in technology to offer online banking services, catering to the growing demand for digital solutions. Outcome: HDFC Bank became one of India's leading private sector banks, known for its customer service and innovative banking product s.

14. Overview : Zomato started as a restaurant discovery platform and evolved into a leading food delivery service in India. Hyperlocal Marketing: Zomato tailored its services based on local culinary preferences and partnered with restaurants across diverse regions. Expansion into New Cities: The platform expanded rapidly into tier II and III cities, tapping into previously underserved markets. Outcome : Zomato became synonymous with food delivery in India, significantly enhancing its market presence through localized strategies

15. DIVERSIFICATION

16. Overview: Tata Group is one of India’s largest conglomerates, with interests spanning multiple industries including steel, automobiles, IT, and consumer goods Conglomerate Diversification: Tata expanded into unrelated sectors such as hospitality (Taj Hotels) and telecommunications (Tata Communications). Synergy Utilization: Leveraged its brand reputation and resources across diverse industries to enhance overall profitability. Outcome: Tata Group has successfully built a diversified portfolio that mitigates risks and capitalizes on growth opportunities across various sectors.

17. Overview: Initially focused on two-wheelers, Bajaj Auto has diversified into three-wheelers and electric vehicles. Product Diversification: Launched electric scooters under the brand "Chetak" while expanding its three-wheeler range for urban transport solutions. International Markets Expansion : Entered markets in Africa and Latin America with tailored products for local needs. Outcome: Bajaj Auto has strengthened its market position by expanding its product portfolio beyond traditional motorcycles.