Portfolio Strategy
What is Portfolio Strategy
A roadmap for managing, growing and future-proofing your product range.
Why Portfolio Strategy Matters
Without a plan, product ranges become confusing – for you and for your customers. Portfolio strategy keeps your range clear, coherent and competitive. It ensures new products add value, not noise, and strengthens your brand at every shelf interaction.
Why it works
Portfolio strategy works by giving every product a job to do. We look at your range through the eyes of both consumers and retailers – building systems that are easy to understand, exciting to shop, and impossible to ignore.
What we deliver
Range Mapping and Hierarchy
Structure your range for clarity, trade sell-in and consumer navigation
Product Role Definition
Clarify what each SKU contributes to your brand and business
Innovation Pathways
Plan smarter line extensions, flavour launches and NPD cycles
Brand Architecture Alignment
Ensure naming, design and positioning flow consistently across the range
Rationalisation and Focus Planning
Trim dead weight SKUs and optimise portfolio profitability.
Feeling ambitious?
Build a range that consumers understand – and love. [Let’s plan your portfolio →]
Any Questions?
Can we keep adding new products without strategy?
You can – but without strategy, you risk diluting your brand and confusing buyers
Does this include private label considerations?
Yes. We factor in competitive dynamics and private label threats
Will you help us rationalise SKUs if needed?
Definitely. Tough calls often unlock growth
Is this useful for small ranges too?
Yes. Clarity and planning are critical, no matter the size
How long does this process take?
Typically 3–5 weeks depending on range size and business complexity.
