_0007_MSS Brand Expansion & Portfolio St

MARKETING & SALES STRATEGY

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Brand Expansion & Portfolio Strategy

Maximize the revenue potential of your Brands in your portfolio—through clearly defined roles and positioning of each brand both from a Business and Consumer perspective.

DESIGNED FOR

Companies struggling to optimize brands that play in the same competitive landscape or industry

Companies looking to reinvigorate key brands that are struggling to maintain their relevance

Brands challenged to invest in multiple sub brands, requiring them to prioritize and make tough calls

Mega brands under-leveraging potential points of differentiation such as its heritage, values, citizenship programs, and assets/capabilities

Groups of brands that struggle to differentiate or clearly communicate their offerings to customers and sometimes employees

Companies looking to adjust their portfolio to address a growing subcategory with high margins and/or high growth rate, and product vitality

Brands looking to expand to new categories, target markets, and/or geographies

WHAT DOES  THE BRAND EXPANSION & PORTFOLIO  STRATEGY COVER?

Brand Expansion

Create an expanded portfolio of brands that strategically leverage and build on existing equity, cohesively contribute towards the business' purpose and ambition

Portfolio Strategy

Clearly identifies the different roles of company brands that play in the same category to optimize current revenue spaces

Exploring Innovative Spaces

Uncover areas with opportunities for the business and its brands to extend into to capture untapped sources of revenue

METHODOLOGY

1

Discovery

A thorough process of generating insightful brand imperatives through a  comprehensive understanding   of the market landscape, the brand's value, and customer drivers

2

Strategy Development

Developing a business-building brand strategy—starting from the brand's purpose and proposition all the  way to its identity and marketing mix guided by relevant insights from Discovery

3

Implementation

Creating a highly actionable  marketing plan to guide the brand in bringing strategy to life

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