Hone your product portfolios: Issue

Today, even consumer product giants like Proctor and Gamble can no longer afford to support unconstrained product proliferation. Once, a certain amount of cannibalization between products was tolerated. No longer. The increasing costs of supporting a single brand has forced an unprecedented scrutiny upon every product in almost every market. Rationalization is the order of the day.

Of course, rationalization can be taken too far, with costly consequences. Leave a gap in the market and you create a vacuum which will be quickly filled by a competitor.

Poised somewhere between over-proliferation and over-rationalization there is a point of balance: a harmony between market coverage and cannibalization.

Finding that point of balance is crucial to your marketing strategy.