Segment your brand portfolio, but avoid overlapping
Inquirer.net Bea Joson is the deodorants lead for Southeast Asia at Unilever. She won the Mansmith Young Market Masters Awards in 2020. In this interview, she shares her insights and experience in how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency.
Question: How do you ensure that each brand has a distinct target market and positioning?
Answer: To ensure that each brand has a distinct target market and positioning, it is crucial to have a clear brand portfolio strategy. This strategy should define the role of each brand in every aspect of the marketing mix, including its proposition, benefits, price point, format, lead, channel and source of business. By segmenting the market this way, you can minimize cannibalization and ensure that each brand serves a unique purpose and resonates with a specific group of consumers.
Q: Has there been unexpected overlap between brands? How do you address cannibalization?
A: Absolutely. As the deodorants lead for Unilever, I have firsthand experience in managing a portfolio of three brands that collectively hold over 50-percent market share. Inevitably, there will be some overlap between these brands, but its crucial to minimize cannibalization by having a clear portfolio strategy that covers every aspect of the marketing mix. This approach helps ensure that each brand has a specific role and target audience, ultimately leading to more effective and efficient marketing.
