Transcript
Before you create a new portfolio strategy, you must have a clear evidence-based understanding of where the opportunities lie. You need to align your portfolio with where the current and future value exists in your category. Like this, an evidence-based framework will bring clarity to where to focus and which brands to prioritize. But it’s not just about which categories are growing. It’s about understanding how consumers are changing and where your brands are best placed to satisfy those needs better than the competition. Frameworks like demand spaces, segmentations, or usage studies help quantify that value. And if you don’t have that data yet, that’s fine, but plan to gather it before you finalize your decisions.
