Brand portfolio: BRAND PORTFOLIO ANALYSIS

BRIEF FOR ASSIGNMENT 1 (BRAND PORTFOLIO ANALYSIS) Managing Brands 2020/2021

OVERVIEW

– No need of introduction brand overview is the introduction. Include Short history. brand structure architecture with all brands in an image and sectors mention. ( will be detailed for the category under shampoo section in the audit), number etc.

You are required to conduct a brand portfolio analysis report. The report should consist of two main parts:

1. Brand Portfolio Audit
2. Brand Issue Identification

I choose the P&G Group, choosing specifically The Shampoo category, where They have many brands.

I found issues you can mention but you need to find supporting evidence: and then Mostly specify in men’s shampoo because found this the most relevant and  Considering assignment 2 will be an extension of this report, do consider an ‘issue’ that will be exciting and have enough depth for you to build on later -> will be the solution

• Men’s shampoo (Head & shoulders have a category for men) but not a all section as comparing with L’Oréal group where they have a proper men category ‘ L’Oréal men expert” being also Hight quality and standard. Check P&G websites “ have a grooming category but not men’s hair or shampoo” so it’s a missed opportunity
• Could have a more luxurious brand than Pantene.
• And maybe ( check this ) 100% vegan and eco friendly missing

GUIDELINES FOR BRAND PORTFOLIO AUDIT

• Qualify the brand architecture under review (i.e. branded house, house of brands, sub brands, endorsed brand, hybrid).
• Identify all the relevant brands belonging to the portfolio (best represented in an image) and identify their roles (for example: flanker brand, strategic brand etc).
• You are not required to describe the brand portfolio (i.e. describe each brand offering) but to critically evaluate the strengths/weaknesses of the portfolio.
• Use appropriate models and industry research to audit the portfolio.
• Claims/evaluations made about the brands must be supported with appropriate

evidence and data.

• Doing the audit use the tools in the lecture : more than Swot , Categorization, Brand Matrix, competition assessment ( where its brand in the category stand in the market etc.. ) the get 20% for using concepts from the class

TIP: Start with the end in mind. Perhaps think of a brand experiencing an evident issue and work your way backwards auditing the associated portfolio. Alternatively, an issue should become evident after thorough audit of chosen brand portfolio.

GUIDELINES FOR ISSUE IDENTIFICATION

• The goal is to identify an ‘issue’ or ‘weakness’ within the portfolio that requires attention.

  -> Individual Report (1000 words +/- 10%)

• Issues may include but not limited to:
  o Are the brands in the portfolio sufficiently strong and in sufficiently attractive

markets to justify their place in the portfolio?
o Are the brands in the portfolio appropriate for their respective target markets? o Are the brands appropriately positioned (i.e. with regards to the wants and

needs of customers and the brand USPs, or with to the price/value

relationships)?
o Are there untapped market opportunities (i.e. indicating the need for brand

extensions or acquisitions)?
o Is there excessive or increasing competition in the market which renders any

of the brands unviable?
o Is there newly acquired brand in portfolio that doesn’t appropriately match the

others?
o Has a brand in the portfolio evolved from its original identity and needs a

refresh?

TIP: Refer to week 3 slides for more examples of potential brand portfolio issues.

• Critically discuss the issue related to the selected sub-brand in detail.
• Again, ‘issues’ must be supported with appropriate evidence and data.
• Considering assignment 2 will be an extension of this report, do consider an ‘issue’ that will be exciting and have enough depth for you to build on later.

SUGGESTED REPORT STRUCTURE

• • ü  Table of Contents (Not included in the word count)
  • ü  Brand Overview (avg. 100-200 words)
  • ü  Brand Portfolio Audit (avg. 500-600 words)
  • ü  Brand Issue Identification (avg. 300-400 words)
  • ü  Reference List (in-text & reference list formatting should adhere to Harvard style. Not included in the word count)
  • ü  Appendix (only very detailed analyse/data to be included in the appendix will be considered briefly. Not included in the word count)

TIP: The word count suggested above is only a guide to help you prioritise sections of the report as per the marking weighting. You are free to alter accordingly.

2 OTHER

• You should draw on industry references, newspaper articles, primary data and academic references to support your report.
• Brand portfolios do not need to focus on only physical goods.
• Avoid short term issues that may resolve itself overtime such as reputational brand crises, unless it has significantly impacted the brand portfolio and requires a total rebrand to recover.

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