Balancing Growth with Health
The very foundation of long -term growth is the health of our assets – our brands, packs and channels. Fundamental to the success of any growth strategy is the strength of the asset that you are using to unlock the potential; a brand with weak equity is not going to enable you to effectively enter a new relationship.
This will lead to sustainable profitable revenue growth for the business. We would not build a house without a solid foundation; in the same way we should not build our growth strategies on struggling brands, packs or channels. Therefore, one of the first things to understand in Portfolio Strategy is which of our assets, if any, are underperforming and why incorporating a plan to improve asset health alongside our plans for growth will lead to the maximum profitable revenue for the business.