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Two calls theory
Short description
We mapped the targets by positioning, customer profiles, pricing, product and distribution. The analysis revealed significant overlap among several brands competing for the same high net worth customer.
Finding the logic across a portfolio
CONFIDENTIAL, a private investment firm, was assessing twelve luxury consumer brands across three categories. Each target had passed individual diligence. The portfolio had yet to be assessed as a whole. The question was how the brands would coexist and where meaningful overlap existed.
Taking aim
We mapped the targets by positioning, customer profiles,
pricing, product and distribution. The analysis revealed significant overlap among several brands competing for the same high net worth customer.
We challenged the original shortlist and assessed each asset within the wider portfolio.
Taking the shot
Four brands were removed from consideration. The shortlist narrowed from twelve to eight, with one category excluded.
Hitting the mark
The revised portfolio had a clearer structure and identified CONFIDENTIAL in potential redundant acquisition spend.
Portfolio coherence starts with the role of each asset.