The Ansoff matrix helps us visualise the three possible solutions: sell the existing product to new markets, launch a new product to existing markets, or create something entirely new for a new market.
The campaign featured many TV commercials that was significantly different from the companys earlier commercial for the brand.
Market penetration is more likely to need a pricing and promotion strategy while market development may require a more fundamental branding strategy.
Concentric diversification, and b Vertical integration.
They believe no other product has same taste. Your role will differ depending on the approach that is being taken. This is advertising as image change, a brand refresh, rather than a rebranding. Another form of Cadbury diversification would be Cadburys moving from chocolate bars to chocolate cake.
Market penetration is about gaining market share without changing your basic product.
Diversification[ edit ] In diversification an organization tries to grow its market share by introducing new offerings in new markets. This was risky but the product appealed to existing Markets.
This is where you can use an approach like the Ansoff Matrix to think about the potential risks of each option, and to help you devise the most suitable plan for your situation.
Here, you focus on expanding sales of your existing product in your existing market: you know the product works, and the market holds few surprises for you.
The Ansoff Matrix management tool offers a solution to this question by assessing the level of risk — considering whether to seek growth through existing or new products in existing or new markets. This strategy of appealing to adults in India, who sought a rational justification for indulging in chocolate consumption, marked a significant departure from Cadburys earlier strategy.