Provides recommendations on how to maximize corporate trademark / portfolio volume and profit via proprietary portfolio modeling applications.
Companies' portfolios usually comprise several brands competing for consumer demand in the same category. As brands in the same category often share consumers and product benefits, there is a lot of interaction between the brands caused by marketing activity.
While Marketing Mix Analysis focuses on a specific brand, the ultimate objective of a corporation is to deliver enduring profitable growth for the portfolio of corporate brands.
Summing brand modeling results to account for portfolio impacts is an imperfect solution
Portfolio Analysis provides a comprehensive assessment of brands' cross - marketing effects with reliable estimates derived from the same modeling framework.
Portfolio Analysis provides an ability to evaluate statistically the impact of brands' marketing on corporate category portfolio volume and profit versus combining results from various brand models.
Solutions
Portfolio Modeling