Developing portfolio strategy for cleaning product brands


Each of a Global CPG Company’s cleaning brands were managed independently; this fragmented and product-centric approach had disadvantaged the company against major competitors.

The challenge was to identify opportunities to leverage cleaning brands as a portfolio to drive future revenue and profit growth for the business.


Ogilvy Consulting delivered a full portfolio rationalization for 86 home cleaning brands. Through our rigorous Brand Test process, we determined which brands should be retained and which eliminated.

Winning brands were mapped against demand spaces and growth opportunities to determine the strategic roles and financial potential of each retained brand.

We then developed a Budget Allocation model based on quantitative analysis and portfolio strategy to prioritize spending according to new parameters (segment sizes/growth rates, current business/competitive position, future potential).

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