BRIEF FOR ASSIGNMENT 1 (BRAND PORTFOLIO ANALYSIS) Managing Brands 2020/2021
– 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:
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
GUIDELINES FOR BRAND PORTFOLIO AUDIT
evidence and data.
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
-> Individual Report (1000 words +/- 10%)
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
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
o Has a brand in the portfolio evolved from its original identity and needs a
TIP: Refer to week 3 slides for more examples of potential brand portfolio issues.
SUGGESTED REPORT STRUCTURE
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.