Ansoff Matrix

Existing 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

Cadburys 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.

INCREASING RISK PRODUCT DEVELOPMENT

Cadbury 5 Star Jelly. Boost Mye Snow flakes

INCREASING RISK

DIVERSIFICATION
Cakes Biscuits Cereals

Market Penetration
Relaunching of the same products e.g Dairy milk as king size.

Special offers on the existing products like Cadbury Crunchy 25% extra free.

Cadburys emphasize on glass and half of the milk . They believe no other product has same taste.

Product Development
Cadbury has launched the new product Cadbury 5 Star Jelly. Cadbury has forecasted sales of chocolate to grow by 8% after launching 5 star jelly in different flavors.

Target audience will be small school going kids mostly in rural areas who will give this: Rs.2 as gift to all their friends on their birthday. Weight (gms) 30 Gms 15 Gms 10 Gms Price (Rs) 10/5/2/Flavors Mango, Orange, Strawberry, Pineapple

Market Extension
In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The campaign featured many TV commercials that was significantly different from the companys earlier commercial for the brand. Below are some of the example : Commercial with the tag line as Khane wale ko khane ka bahana chaiye More recently, 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.

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.

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 Cadburys moving from chocolate bars to chocolate cake .