Brands Portfolio prioritization

Scope: Western European country
Category: Healthcare
Client: Confidential

Business Issue: Defining priority brands and corresponding investment strategies

How : A comprehensive 4 steps approach

1. Portfolio Mapping:

  • Objective: Creating a first brand to brand portfolio map
  • Classifying individual brands over 3 dimensions
    • Historical performance: Financial metrics (Revenues, Ebitda,..)
    • Current competitiveness: Commercial indicators (Share evolution, price evolution, ..)
    • Future strength: Consumer/Customers indicators (NPS, switching indicators, new consumers recruitment,..)
  • Identifying top quartiles in each dimension
  • Mapping the portfolio over different profiles A to H

2. Commercial segments:

  • Objective: Understanding how the portfolio serves customers or channels needs
  • Segmenting customers & channels
  • Identifying specific products needs and commercial behaviors per segment
  • Matching top brands with segments, identifying gaps, overlaps, possibly underserved needs, cross segment expansion opportunities (check potential existing products covering such segment, in other markets)
  • Initial information gathering via interviews and specific search

3. Brand’s role:

  • Objective: Introducing corporate and strategic dimensions in the analysis
  • Identifying brands respective contributions to company revenue and profitability
  • Identifying global imperatives and goals at brand and company level
  • Identifying strategic roles of individual brands in the portfolio, against competition or future growth opportunities
  • Information captured via interviews and  internal data gathering

4. Resources allocation & road map:

  • Objective: Finalizing a clear portfolio prioritization with corresponding resources allocation
  • Identifying available resources: People, commercial investments, marketing investments
  • Matching identified priorities with actions and needed resources to maximize expected success, over a specific time frame
    • Eg: Protection decreasing investment for low priority/high financial profile brand
    • Eg: Commercial overinvestment to maximize commercial edge on specific channel and drive high marginal profitability
  • Workshop session with Senior management

Outcome :

  • Clear roadmap for growth 2024-26
  • Key stakeholders alignement and ownership, locally and globally

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