Developing portfolio strategy for the nutrition space


A global Beverage Company was in the process of acquiring a major juice producer in Mexico. The company needed to decide what brands would define its future juice portfolio and help to win in new demand spaces within the nutrition space.

How would the company integrate its global juice portfolio with this recent acquisition?


Ogilvy Consulting delivered a full portfolio rationalization for 12 brands, which included clear definitions that responded to future demand spaces.

We mapped the winning brands against demand spaces/growth opportunities to determine the strategic roles and financial potential of each retained brand using a game-board technique.

Finally, we defined a communication roadmap for the new brand architecture, as well as future elasticity spaces for each business category within the health and wellness portfolio.

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