Brand Management

Brand Management
Developing Portfolio Strategy
Svetlana Dimitrova
Senior Brand Manager Sparkling
Portfolio, The Coca-Cola Company
SoftUni Digital
https://digital.softuni.bg/
© SoftUni Digital – https://about.softuni.bg. Copyrighted document.

Classified Unauthorized copy, reproduction or use is not permitted.
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cocacolaacademy
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Table of Contents
1. Portfolio Strategy Definition

2. Benefits of Portfolio Strategy
3. Building a strong portfolio
4. Portfolio discipline in action
5. Portfolio Optimization
6. Building Quality Leadership
7. Building habits
8. Portfolio activation
9. Marketing in the age of controversy
10. Measuring your performance
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EVERY SUCCESS STORY IS A TALE OF CONSTANT
ADAPTATION, REVISION AND CHANGE.
Richard Branson

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1. WHAT IS A PORTFOLIO STRATEGY?
A systematic approach of integrated processes and tools that enables strategic choices by
creating a range of beverage solutions of superior value.
The Portfolio Strategy goal is to:

• Define where to compete and where not to compete
• Determine the categories and brands role
• Determine how to win in the opportunities spaces
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2. BENEFITS OF A PORTFOLIO STRATEGY
1. Maximize current and future opportunities for growth

2. Efficiently manage branded offering
3. Prioritize the strategic opportunities
4. Delivering long term and sustainable competitive advantage minimizing cannibalization
Defining the Portfolio Strategy enables streamlining all execution aspects:

Brand Stakeholders Point of Sale
Development Capabilities Recourses
Alignment Activation
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3. BUILDING A STRONG PORTFOLIO
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3. BUILDING A STRONG PORTFOLIO (1)
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4. Portfolio Discipline in Action (Example)
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4. Portfolio Discipline in Action (Example)
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5. Portfolio Optimization
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Killing the Zombies: Example from Bulgaria
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The Plan
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Key Learnings
▪ The market opportunity was overestimated and we could not grow it with niche
proposition
▪ The product could not replace classic Coke + Coffee combination in HoReCa
▪ We could not identify the right Core target group for the proposition (Coke users
were not attracted)
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6. BUILDING QUALITY LEADERSHIP
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BRAND EDGE SHOULD DISRUPT/BUILD HABITS
https://www.youtube.com/watch?v=7GvdA1Mjz3A
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7. BUILDING HABITS
• Drivers/ Motivations
1. Understand the occasions • Winners/Strengths/ Weaknesses
• Size and Trends
• Rituals
• Relevant benefits in Attractive (consumption/ buying) acts

2. Choose the ‘best choice’ to build advantage • Plays vs competitors’ weakness
• Plays to our strengths
• Connect with distinctive brand qualities

3. Build a consistent and unique experience • Distinct from Category Generics
• Reach all Category buyers
• Establish Standout point in execution
• 365 Communication
4. Be consistent as you add Experiences • Among distinct Aspects
• Brand cues
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COCA-COLA WITH MEALS (EXAMPLE)
Video:
Coke& Meals video 2020
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BUILDING HABITS: COKE AND MEALS
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8. PORTFOLIO STRATEGY/ BRAND ROLE
Youthful, Emphatic, Playful, Spontaneous, Sophisticated, but

Brand Energetic
Curious, Bold,
approachable, Sociable, Self-
Gregarious, Аaudacious Unstoppable, Inspiring
Personality Humbly Confident assured, Discerning,
Effortlessly Humorous
Fulfilling Pleasure with Playful fruity indulgence Signature LYMON taste Long-lasting Effervescence,
original great Coca-Cola for all the senses Higher carbonation The Ultimate Mixer, Perfectly
Benefits taste Always clear, transparent Balanced taste
Unique refreshing & look
uplifting experience
Infuse an overcurious Championing lives lived in Inspire Adults to Explore
Uplift and unite people for a world with the power of beta and Savor Life Experiences
Purpose joyful world diverse playfulness
Create full Experience and

Inspire curiosity and Inspire daring Engage with progressive
engagement uniting
playfulness, engage experiences and and confident adults, to
Role with the consumers around their
through co-creation and authentic self-expression continue enriching and
consumers passion point: music,
fun enjoying their lves.
fashion, football.
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Coca-Cola Example
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Fanta Example
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Sprite Example
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Schweppes Example
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PORRTFOLIO ACTIVATION
Video:
MySparx, Leveraging the (Full) portfolio with Teens
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BRAND ACTIVATION
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BRAND PURPOSE
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ACTIVATING WITH PURPOSE
https://www.youtube.com/watch?v=wNZ92jLhPUk
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cocacolaacademy
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9. MARKETING IN THE AGE OF CONTROVERCY
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MANDARIN
LANGUAGE
CHIP FOR TRIP
TO SHANGHAI
WHY STRUGGLE WITH TRANSLATION

APPS WHEN YOU CAN SPEAK AND
COMPREHEND SEAMLESSLY?
THIS PLUG ($99) TRANSLATES 15
LANGUAGES & 42 DIALECTS
INCLUDING SLANG, STREAMS MUSIC
AND MAKES
PHONE CALLS.
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9. MARKETING IN THE AGE OF CONTROVERCY
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TG SEGMENTATION
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TG SEGMENTATION
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TG SEGMENTATION
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7 GROUPS OF TRIBES IDENTIFIED IN EUROPE
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54 TRIBES WITH DIFFERENT PASSION
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The Biggest Tribes in Bulgaria
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How we engage them in Bulgaria
Coke Summer Video: District Campaign
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10. MEASURING YOUR PERFORMANCE
SCORECARDS: a tool to shape Performance-Oriented Growth Organization
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Very important information
Sources& Useful links:

http://www.iibmindialms.com/library/marketing-management/brand-management/brand-
identity-and-positioning-brand-portfolios-and-market-segmentation/
https://www.wisdomjobs.com/e-university/strategic-brand-management-tutorial-350/linking-
the-portfolio-to-segmentation-11062.html
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2020/09/22/value-based-
segmentation-vs-balanced-portfolio-strategy-what-should-cmos-focus-on/#6998a3d07577
https://investors.coca-colacompany.com/strategy/growth-strategy
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Questions
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License
This course (slides, examples, demos, exercises,

homework, documents, videos and other assets) is
copyrighted content.
Unauthorized copy, reproduction or use is illegal!

© SoftUni – https://about.softuni.bg
© SoftUni Digital – https://digital.softuni.bg/
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Brand Management

Developing Portfolio Strategy

© SoftUni Digital – https://about.softuni.bg. Copyrighted document.

1. Portfolio Strategy Definition

© SoftUni Digital – https://about.softuni.bg. Copyrighted document.

The Portfolio Strategy goal is to:

1. Maximize current and future opportunities for growth

Defining the Portfolio Strategy enables streamlining all execution aspects:

• Relevant benefits in Attractive (consumption/ buying) acts

• Connect with distinctive brand qualities

Youthful, Emphatic, Playful, Spontaneous, Sophisticated, but

Create full Experience and

WHY STRUGGLE WITH TRANSLATION

Coke Summer Video: District Campaign

Sources& Useful links:

This course (slides, examples, demos, exercises,

Unauthorized copy, reproduction or use is illegal!

© SoftUni Digital – https://about.softuni.bg. Copyrighted document.

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