Market: Portfolio Strategy

01 Jan 2009|Added Value

We help clients make the right brand choices to dominate every market they target.

If you’ve got more than one brand you’ve got a portfolio. You might operate in a portfolio of markets, or maybe you have chosen to keep it simpler and just have several brands in one market. Either way you have to make ruthless choices and command your brands with the conviction and courage of an army major. If you don’t, then disorder will break out in the ranks and some brands will get crushed in the scuffle.

We give you the courage and conviction to make those kinds of decisions. We have planned 100s of portfolios over the last 20 years, from soft drinks to hard liquor, from fragrances to frozen food. We’ve created brands and killed brands. We’ve pointed brands in a new direction. All in the name of growth. Sometimes less is more, sometimes more is more, it all depends.

Do you know what market you’re in? Ok it may seem like a cheeky question, but whether you think you’re in the premium juices market or the soft drinks market will make a whole lot of difference to the size of your ambition. Do you know what it costs to build a big brand in your market? If it costs $20 million, and you only have $30 million to play with, then it’s unlikely you’ll build yourself a 5 brand portfolio. Do you really need to create a new brand? Surely you have another in your portfolio that could make the most of an opportunity you’ve spotted. Or maybe not.

Choices, choices, choices…

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