Managing Brand Portfolio

Is one brand just enough? And when do we say a range has too many brands?
A brand practitioner is tasked to strike a balance between two realities.  One is the fact that a single brand cannot be everything to everyone  and, on the other hand, with the high cost of doing business, the old saying ‘the more, the merrier’ may have serious repercussions in having an elaborate stable of brands.  
This module is meant to provide an appreciation of the importance of portfolio management and how to apply it in various situations.  In today’s dynamic business environment, learn when the portfolio should be trimmed and when it should be expanded.  This module takes you through the process of managing your host of brands and gives tools that will help map out the most efficient way of analyzing your current assortment and planning out your desired architecture.
Key Benefits For Participants:
Each participant will gain:

an understanding of what portfolio management is and why it is crucial to have the skill
an appreciation of the different situations that merit managing a portfolio
skills in going through the portfolio management cycle
tools and guidelines that help sharpen your brand architecture, both in assessing the current as well as planning the future (collapsing it and expanding it through different levels)
Key Benefits For The Company:
The company will gain:

a better understanding of the pluses and minuses of a having too many or too few brands
an appreciation for using portfolio management as a both a strategic and a tactical tool
clarity in allocating company resources and how they apply in different scenarios in a way that maximizes resources and avoid spreading too thinly
Program Concept:
WHAT EXACTLY IS THIS SKILL OF MANAGING THE PORTFOLIO? Understand what the discipline means and why it is an essential skill for any brand practitioner. Learn the best practices in different industries,avoid the mistakes.

LEARNING EACH STEP OF THE CYCLE. Learn the different steps in going through the portfolio management cycle.  Appreciate the different factors that influence how one maps out the assortment linked with both the company vision and its current internal and external realities, while understanding tools that help analyze the current range of products/brands and their contribution to achieving the company vision.
APPLYING THE DISCIPLINE IN EXPANDING AND IN COLLAPSING THE ARCHITECTURE. Understand guidelines that will help determine where an extension is merited and where it is misaligned.  Learn when portfolio management comes into play in responding to competitors or how to best trim down an ‘obese’ portfolio.
Program Overview:
Module 1 :  What Exactly Is Portfolio Management ?
3 Cases: On Portfolio Fit, Branding And Size
What Is Portfolio Management?

Module 2 :  Top 10 Reasons Why We Need To Manage Our Portfolio Of Brands

Module 3:  The Portfolio Management Cycle
·   Scoping And Scanning:
·   External
-Segmentation Matrixes
-Competitor Intelligence
·   Internal
-V-M-V Fit
-Company Long Or Medium Term Plans
·         Tools To Analyze The Current Situation:  
  • Revisiting The BCG Matrix;How to Use the Different Quadrants
  • Workshop on using the matrix
Module 4. Assigning Roles For Each Brand
  • Brand Line Architecture 
  • Concept And Guiding Principles Of The BLA
  • House Of Brands Or A Branded House
  • Scenarios/Strategies :
    • A framework for assessing your portfolio and identifying opportunities
    • Common strategies
      • Rationalization,
      • Migration,
      • Unification,
      • Extension
      • Alliances
      • Workshop on applying framework and identifying opportunities/actions
Module 5. Differentiating and Energizing Your Brands
                Strategies for Energizing Your Brands and Managing Differentiation

Module 6. Managing The Portfolio In Innovation
  • GE Market Attractiveness Matrix
  • Viewing The Innovation Portfolio In Response Or To Pre-Empt Competitor Moves
Case examples from the following product / service categories shall be cited:
  • Beer
  • Beverages
  • Deodorants
  • Face Care
  • Financial Institutions
  • Snack Foods
  • Hotels And Restaurants
  • Insurance
  • Shampoos
  • Soap
  • Wireless Services
Who Should Attend:  This module is designed for both seasoned and new marketing practitioners who want a fresh, updated look at how to this applies both in building a portfolio ground up or when they inherit a range of existing brands.  The program is also highly recommended for non-marketing senior managers like finance managers for cross-functional exposure and appreciation for the process that secures the brand, which is one of the company’s most important assets.