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Application of AnsoMatrix on Non -Alcoholic

Beverages Industry

Submitted by –

Arun SethA!hil "ain

#iyush Mar$ah

#ragya #atha!

A!shata #hadtare

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Ansof Matrix

Anso Matrix represents the dierent options open to a%rm $hen considering ne$ opportunities for sales gro$th&

 '$o variables in strategic mar!eting decisions(

•  'he mar!et in $hich the %rm $as going to operate&•  'he product intended for sale&

In terms of the mar!et) managers has t$o options(• *emain in the existing mar!et• +nter ne$ ones

In terms of the product) the t$o options are(• selling existing products• developing ne$ ones

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Market Penetration

• ,ith this approach) 'he company is trying to sell more of the

same products to the same people& ere the company might(

 – Advertise) to encourage more people $ithin the existing mar!etto choose its product) or to use more of it

 – Introduce a loyalty scheme

 – .aunch price or other special oer promotions

 – Increase its sales force activities) or

 – Buy a competitor company /particularly in mature mar!ets0

 – Slide 1

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Product Development

ere) the company develops ne$ products for the samemar!et& ere the company might(

 – +xtend its product by producing dierent variants) or pac!agingexisting products it in ne$ $ays&

 – 2evelop related products or services& – In a service industry) increase in customer service levels) or

3uality&

Market development

 'he company targeting to attract ne$ customers for its existingproducts by (

 –

 'arget dierent geographical mar!ets at home or abroad – 4se dierent sales channels) such as online or direct sales if it is

currently selling through the trade –  'arget dierent groups of people) perhaps dierent age groups)

genders or demographic pro%les from its normal customers.

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Diversication

•

Moving out from its existing products and mar!ets to ne$areas ne$ products&

•  '$o types of diversi%cations

 – Related diversication

 – Unrelated diversication

• 2iversi%cation is a high-ris! strategy

•  'he ris!s of diversi%cation can be minimi6ed by moving intorelated mar!ets

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Beverage Industry

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Beverage Industry –7vervie$

•  'he si6e of the Indian beverage industry is around 8 9&: billion&

•  'he Indian beverage industry faces over supply in segments li!ecoee and tea&

•  'he total soft drin! /carbonated beverages and uices0 mar!et isestimated at ; per cent contributionfrom rural areas

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Beverage Industry – 'rends

•  In :??1) the consumption of aerated beverages in India $as ust 1servings) per person) per annum& Beverage consumption hassteadily increased over the last ; decades as more families arespending on non-food items indicating a clear shift in foodpreferences&

• As per the Indian Beverage Association /IBA0 the beverage segmenthas been gro$ing at a @A* of :;-:1 per cent since ;?&

• In ;:1) industry estimates cite that Indians have a per capitaconsumption has increased to around := servings&

•  lobal average around ?= servings per annum) hence scope ofexpansion is huge in India

•  'he countryCs beverage industry is expected to continue to gro$ indouble digits in ;:1 and ahead&

•  Indian mar!et is mainly a duopoly and is characterised by intensecompetition bet$een @oca-@ola and #epsi

• Independent small grocers remains the strongest retail channel

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Mar!et share

@ @ l 'h

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@oca @ola – 'he@ompany

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@orporate .evel Strategy

• @oca-@ola has long been committed to a

product development strategy&

•  'his allo$ @oca-@ola to penetrate existingmar!ets $ith ne$ products due to their high

brand a$areness&

•  'his strategy capitali6es on @oca-@olaDsfavorable trademar! reputation&

@ @ l A li ti f

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@oca-@ola – Application ofAnso Matrix

@urrent#roducts

Ne$ #roducts

   @  u  r  r  e  n   t   M  a  r   !

  e   t

   N  e  $ 

   M  a  r   !  e

   t

@oca @ola Application of

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@oca-@ola – Application ofAnso Matrix

@urrent#roducts

Ne$ #roducts

   @  u  r  r  e  n   t   M  a  r   !  e   t

   N  e  $ 

   M  a  r   !  e   t

@oca @ola Application of

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@oca-@ola – Application ofAnso Matrix

@urrent#roducts

Ne$ #roducts

   @  u  r  r  e  n   t   M  a  r   !  e   t

   N  e  $ 

   M  a  r   !  e   t

@oca @ola Application of

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@oca-@ola – Application ofAnso Matrix

@urrent#roducts

Ne$ #roducts

   @  u  r  r  e  n   t   M  a  r   !  e   t

   N  e  $

 

   M  a  r   !  e   t

@ @ l A li ti f

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@oca-@ola – Application ofAnso Matrix

@urrent#roducts

Ne$ #roducts

   @  u  r  r  e  n   t   M  a  r   !  e   t

   N  e  $ 

   M  a  r   !  e   t

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 'han! Eou