Consumer Products Portfolio
Hoping to find ways to grow its portfolio of six categories, 12 brands, and dozens of products, a global healthcare products company wanted first to understand the value of its portfolio.
SDG developed and evaluated alternative strategies for each category and modeled the effects on the portfolio, looking at all variables including including advertising and promotional spend, new geographies, new products, new brands, new categories, product pricing, and distribution channels.
The results of the evaluation identified one strategy that was significantly more valuable than the client's momentum plan, and it was adopted and implemented by the client.
In a related effort for the client, SDG evaluated its portfolio of multiple brands to determine the advertising budget allocation among brands that would maximize long-term brand equity and profit for the company. We evaluated the expected impact of increased or reduced advertising budget to determine the optimum investment in advertising for the entire brand portfolio. The company implemented revisions that are expected to significantly improve return on advertising investment, brand equity, and profit.
