In the context of Ansoff's Product Market Growth Matrix, identify reason for the type of growth strategies followed in the following cases: (i) A leading producer of toothpaste, advises its customers to brush their teeth

Ansoff's product market growth matrix (proposed by Igor Ansoff) is a useful tool that helps businesses decide their product and market growth strategy. This matrix further helps to analyze different strategic directions. It is built around a two by two matrix. According to Ansoff, there are four strategies that organizations might follow: (i) Market Penetration: Market penetration strategy is the preferred route to growth for many businesses because its focus is on selling more of the existing products to: Current customers; Customers similar to current customer base but who are buying competitors' products; Customers similar to current customer base who have need of product but aren't buying it yet. A leading producer of toothpaste, advises its customers to brush their teeth twice a day to keep their breath fresh. It refers to a growth strategy where business focuses on selling existing products into existing markets.