Santiago Solutions Group

OUR SOLUTIONS

Brand Portfolio Prioritization: Multicultural Opportunity Sizing & Product Portfolio Planning

Which of my brands/services are most viable for a multicultural target market?

Based on meticulous analysis using internal corporate trend data and available external market/competitive intelligence, we are able to evaluate the growth potential and financial opportunity for a client’s brand, category, division and/or product platform in terms of the target multicultural market compared to the general market. We then factor in up to 100 variable inputs, including target demographics, population growth, brand equity and sales/share trends to get an in-depth, customized foundation of applicable intelligence.

With this information, we are able to classify existing brands into projected performance/ROI categories, leverage existing brands to establish a powerful brand platform and also determine if new products/services should be developed to meet the needs and wants of a particular segment.

What is the optimum investment level?

SSG helps clients understand overall potential for a particular category, measure their position against existing market competitors, and plan product/service launches and long-term brand growth. Utilizing the most up-to-date, in-depth inputs to feed growth rate estimation models, we look at new relative portfolio positions five years into the future, comparing and contrasting business-as-usual base case scenarios with impact of investment and identifying in which brands to invest, at what level, and upside versus downside scenarios. This process helps clients recalibrate existing programs and provides a strategic plan outlining how much, where, and in what brands/services/programs to invest in order to add value and optimize their investment and profit.