Ansoff MatrixExisting PRODUCTS New Existing MARKET PENETRATION Sell more in existing Markets MARKETS MARKET EXTENSION Achieve higher sales/market share of existing products in new markets DIVERSIFICATION Sell new products in new markets INCREASING RISK PRODUCT DEVELOPMENT INCREASING RISK Sell new products in existing markets New INCREASING RISK PRODUCT DEVELOPMENT •Cadbury 5 Star Jelly. •Boost •Mye •Snow flakes INCREASING RISK DIVERSIFICATION • Cakes •Biscuits •Cereals .Cadbury’s Ansoff Matrix Existing PRODUCTS New Existing MARKET PENETRATION •Relaunching products •Special offers MARKETS MARKET EXTENSION New Cadbury's have done this buy marketing the very successful Cadbury's buttons range and tried selling them to adults. g Dairy milk as king size. They believe no other product has same taste. . •Cadbury’s emphasize on glass and half of the milk .Market Penetration •Relaunching of the same products e. •Special offers on the existing products like Cadbury Crunchy 25% extra free. Orange. Strawberry. Target audience will be small school going kids mostly in rural areas who will give this: Rs. Weight (gms) 30 Gms 15 Gms 10 Gms Price (Rs) 10/5/2/Flavors Mango.Product Development Cadbury has launched the new product Cadbury 5 Star Jelly.2 as gift to all their friends on their birthday. Pineapple . Cadbury has forecasted sales of chocolate to grow by 8% after launching 5 star jelly in different flavors. the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions •The interactive campaign for "Pappu Pass Ho Gaya“ has also bagged many awards. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. . This strategy of appealing to adults in India. Below are some of the example :• Commercial with the tag line as “Khane wale ko khane ka bahana chaiye” •More recently. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign. usually a reward or a bribe for children. shifting the focus from `just for kids' to the `kid in all of us'. marked a significant departure from Cadbury’s earlier strategy. It appealed to the child in every adult. who sought a rational justification for indulging in chocolate consumption. chocolates were seen as 'meant for kids'. The campaign featured many TV commercials that was significantly different from the company’s earlier commercial for the brand.Market Extension In the early 90's. Diversification •Cadbury diversification is when they move into another market such as the energy drinks market •A new breakfast cereal from Cadbury's would appear in diversification. as it would be a new product and a new market that Cadbury's are trying to exploit. •Another form of Cadbury diversification would be Cadbury’s moving from chocolate bars to chocolate cake . .