This tool is used to help plan how to deploy a portfolio of brands operating in the same or similar categories.
The tool is used to help describe opportunities; spot gaps and overlaps in a portfolio and then work out how to fill these by repositioning an existing brand, bringing in a brand being used in another country or through innovation.
Typically this planning tool might be used as the basis for a workshop alongside other development techniques such as competitor war gaming or ideation sessions.
Find out more
To find out more about portfolio planning, please get in touch with Marcus Mitchell on 020 7013 4664 or send him an email.