As market is getting more complex, clients more demanding, and market research techniques more sophisticated, marketers tend to lose control over number of brands within their portfolio causing cannibalization and market chaos.
We work with clients on:

Assessment and improvements across existing brand portfolio. Throughout the project MCG will evaluate (1) number of brands within portfolio, (2) differentiation between brands within portfolio, (3) profit maximization options for the company. What is the best client segmentation suitable for your company? How do the currently existing brands target different segments’ needs? How close to your offer are your competitors? Can the company make the product/ service cheaper/ more expensive and increase revenues from the product/service at the same time?

Development of instruments allowing regularly evaluate and fine-tune brand portfolio. MCG will examine your current approach to brand portfolio management, compare it with best practices, and identify key areas for improvements. This exercise will ensure that your brand portfolio balance will be sustainable in the long run, allowing your company to avoid unnecessary costs and efforts.