personnel and cash) are spread more thinly. In theory, at least, most marketers recognize that they should run their brands as a portfolio. “Product marketing” is about marketing products. B2B Product & Portfolio Management Tune and Retune Your Offering for a Post–Covid-19 World. Provide two (2) real-life examples to support your rationale. Managing brands in a coordinated way helps a company to avoid confusing its consumers, investing in overlapping product-development and marketing efforts, and multiplying its brands at its own rather than its competitors' expense. From a substantive point of view, we analyzed marketing innovation as a determinant of innovation success understood as product portfolio innovativeness. Business portfolio planning consists of two steps, in which the Boston Matrix provides a great aid. (Once such program is called "Clarity," owned by Computer Associates.) High growth products require cash inputs to grow. Boston Matrix• The Boston Consulting Group developed this as a tool of portfolio analysis• It can be applied to the portfolio of products produced by a firm or the portfolio of businesses owned by a firm• Portfolio is the collection of businesses or products that make up a business This grid is a portfolio planning tool that identifies 4 strategies for future growth: market penetration, product development, market development and diversification. On the vertical axis, existing markets and new markets are differentiated. This type of automated tracking programs uses a dashboard concept to assist in tracking a large number of new product programs. It makes it possible for a single roadmap to outline the plans across multiple products so that key stakeholders can understand the overall direction and strategy across the company, and how they are associated with one another. See: Boston Consulting Group Portfolio Analysis Matrix. But it’s tricky to set your agency apart from bigger agencies, especially if you’re made up of a smaller team or don’t have much experience. On the horizontal axis, existing products and new products … Snap Chart. A business with a range of products has a portfolio of products. The strategic analysis of the product portfolio determines if each product is measuring up to marketing management’s minimum performance criteria. A product portfolio manager may be responsible for allocating resources for optimal ROI, identifying areas of improvement, and keeping the products aligned with the organization’s broader strategy. PRODUCT PORTFOLIO [Document subtitle] … Product Portfolios 2. A financial term Portfolio Analysis, is primarily the study of certain portfolio regarding its performance, ROI and associated risks.The study or analysis is conducted with two objectives viz minimizing the risks and maximizing the returns. Product portfolio management is the practice of strategically overseeing all of the products in a business’s portfolio. Media mix optimization, which is one type of marketing mix optimization, supports media planning and buying, and maximizes the return on spending across media and advertising campaigns. Designing and maintaining a healthy portfolio involves thorough understanding of the firm’s objectives and the markets it wants to serve. It's also known as the Growth/Share Matrix. Because a stellar marketing portfolio sets you apart from your competition. Product managers should be responsible for the product roadmap, but portfolio marketing should be providing input. Customer success should lead the customer engagement program but with heavy input from marketing and product management. “Solution marketing” is about marketing solutions. The most popular portfolio analysis models, both in marketing theory and practice, are the following: Boston Consulting Group (BCG) Matrix: This growth-share model mainly concerns the generation and use of cash within a certain organization and is considered to be the simplest and best-known model to analyze the strategic units within a certain company. Low growth products should generate excess cash. Fortunately, various automated product portfolio management tools are on the market. To be successful, a company should have a portfolio of products with different growth rates and different market shares. However, owning a product portfolio often poses a problem for a business. The portfolio composition is a function of the balance between cash flows. A portfolio product manager has … an examination of each of the products manufactured or distributed by the company to assess future marketing strategies. Who is in charge is less crucial when there’s good collaboration and interlock. knowledge, CoDa has never been applied to product portfolio data or to innovation research. In recent years, product marketing has shifted focus from product to portfolio (product, industry and solutions). New Product Recommendations: Leverage category trends and market intelligence and partner with Brand Marketing team to recommend SKU’s that are consumer-relevant and will elevate the ReadyRefresh portfolio to create differentiation vs. competitors in the marketplace. With our help you can analyze your customers’ true needs, design the perfect set … The Head of Product & Portfolio Marketing (Senior Director) focuses on increasing product utilization and attachment by leveraging customer and market insights to effectively position HERE’s products & solutions within targeted markets. The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. It is an essential component of the Internal Analysis where the strengths and weaknesses of a company are researched. Production portfolio optimization maximizes the mix of products being marketed to optimize revenue potential. Product portfolio management helps you make better resource allocation, marketing activity, and product strategy decisions by providing an overall picture (both current and projected) of the market positions (both absolute and relative) of each of your products. Product Portfolio Analysis . Marketing dictionary Product Portfolio Analysis. The total collection of the products that a company has to offer forms its portfolio. A product manager (PM) is responsible for the outcome of a specific product (and in some cases, more than one product). “Portfolio marketing” is the term that captures “all of the above” and accurately reflects a company’s full monty of go-to-market strategies, no matter what the offering portfolio is. However a greater range of products can mean that the marketing resources (e.g. 2.1 The Marketing Mix – Product • product portfolio/mix • product life cycle. We provide an integrated, pragmatic approach to product and portfolio management, helping you achieve quick wins as you take the steps to produce long-term, sustainable growth. Customer success should lead the … Both kinds are needed simultaneously. Now these products vary in reference to the contribution they make to a company’s profits. The purpose of this study was to address the two research gaps identified in the previous paragraph. It can not only help you land a freelance contract easier, but it will also save you time spent presenting your previous work to others during in-person interviews or calls. Managing the product portfolio. Product portfolio management refers to the practice of managing an organization’s entire product portfolio, which consists of all the products the organization has. Candidates should understand how and why businesses might broaden and balance their product portfolio as they grow. The different items that form the product line of a company, taken as a whole, is known as the portfolio of the company. B2B Marketing Tuning Your Value Propositions through Covid-19 and the Recovery Beyond. You’re telling potential clients that you’re able to deliver better quality work - and showing them the proof! In marketing, the use of portfolio analysis is done for the same two reasons mentioned above. They are: Today`s Breadwinners - These products are most profitable to the company. An assessment of the strengths and weaknesses of the product relative to other products in the portfolio is reviewed as well. The Product Portfolio Analysis classified various offerings of a particular company into seven categories. The Product Portfolio Analysis was proposed in 1973 by Peter Drucker as a way to classify current and expected profitability. Back to previous Rate this term Discussion 2 Justify the assembly of a balanced product portfolio by marketing managers as a means of ensuring extended success in the health care market industry. As customers’ priorities evolve, companies need to sense those shifts and quickly adjust their offerings. A product portfolio roadmap is used to set the the strategy and timeline for all product efforts across an entire group or a set of products in an organization. Let us start the Dettol Marketing Mix & Strategy: Dettol Product Strategy: The product strategy and mix in Dettol marketing strategy can be explained as follows: Dettol is s global brand name in antiseptic solutions, hand-wash, soaps and sanitisers. Marketing - Product Portfolios 1. View product portfolio marketing (2).docx from MKTG 12897 at University of Illinois, Urbana Champaign. Candidates should understand that the demand for a product or service might change over time. Marketing portfolio is a great way to highlight your best work whenever you need to show what you’ve already done as a marketer or contact potential customers. The business portfolio is the complete collection of products and businesses that make up a company. Product managers should be responsible for the product roadmap, but portfolio marketing should be providing input. A business with a range of products has a portfolio of products. 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