Transcript
It’s essential to define the long-term commercial vision and ambition for the brands in your portfolio. Portfolio strategy is one of, if not the most strategic exercise a business can undertake. It shapes where you focus, invest, and evolve over the mid to long term. Without a clear commercial vision for each of your brands, everything risks being treated equally, and that makes it nearly impossible to make meaningful choices. You need to think about the business challenges you are looking for your portfolio strategy to address. Is it about driving innovation, increasing penetration, or defending and attracting specific consumer segments? Clarity on the ambition for your brands and what the portfolio is there to achieve will create the rocksolid foundations for meaningful choices later on.
