Developing product/ service portfolio is an activity that we should do from the beginning since launching a new venture because brand is emotional and therefore should revise very often.

1. Product
portfolio
Brand Management
Nicole Seng Lai Giea

2. Five steps in portfolio development
1) Connect brand to business impacts
2) Build the fact base
3) Develop customer insights
4) Create portfolio scenarios
5) Define a road map

3. Connect brand to business impacts
• Clarifying the current state of the business and brand portfolio
• Questions to ask
✓ Gap between the current business performance and your five year growth
goals?
✓ Where does the business make money?
✓ What role should the brand portfolio play in closing that gap?
✓ What does the current state of the brand portfolio look like? How is it
managed?
✓ How can the organization balance short term results with long term objectives?

4. Build the fact base
• Collect all relevant market and customer information to develop hypotheses
and make the right decisions
• Questions to ask
✓ what is the market structure in terms of number, sizes and the characteristic of
different customer segments?
✓ How do customers view the brand portfolio?
✓ Which segments represent the greatest opportunity for the brand?
✓ What is the required to win them over and how are they accessed?
✓ What turns on dynamics are impacting channel, distribution, pricing et cetera?

5. Develop customer insights
• Uncover new opportunities where we can leverage the brand to
drive value to growth or greater efficiency
• Questions to ask
✓ How does the customer view their business?
✓ What are met customer needs can the brands fill?
• Identify the overlap between market opportunities, our branch
relevance and organizational capabilities

6. Create portfolio scenarios
• To quantify the impact, the resource requirement, the cost and the
return of investment of the different scenarios
• To identify value creation and opportunity areas
• Consider different strategies for pursuing opportunities, including
extending brands into new areas
• Launching new businesses or changing the offering and business
model
• Develop a detailed business case to make go and no go decisions
and come up with the ultimate strategy

7. Define a roadmap
• Migrate from current state to the desired future state brand
portfolio to support this new business strategy
• Questions to ask
✓ How can the organization best executes the recommended brand
portfolio strategy?
✓ What are the quick to build momentum for that strategy?