Getting the Right Portfolio for the Future
The development and implementation of Orkla’s portfolio strategy Strategisk branding konsulent. bedste til strategi i København. brandstrategi.
TASK
Orkla Denmark is a leading branded consumer foods company that offers 20+ popular, well-known, and local brands.
In 2021, Orkla Denmark set the organizational goal to create a portfolio strategy that identified how the brands could play an active part in future customer needs and preferences.
The portfolio strategy had to ensure a competitive and efficient portfolio in both the short and long term, and create value for consumers, customers – and for Orkla Denmark.
SOLUTION
We were hired to handle the strategic design and development of the portfolio strategy including 20+ brands. First, the methodology for this project was to gain an in-depth understanding of Orkla Denmark’s internal and external environment through quantitative and qualitative studies prepared by different analysis companies. The data included brand performance, general food category and subcategory performance in the industry, the biggest food trends in 2022 and Danish consumer and consumption insights as well as demand spaces. Based on these insights, we sorted, analyzed, and compiled the overall portfolio analysis, and identified 4 growth strategies – “where to win and how to play” – as well as handled the implementation to turn the strategy into action in the brand management teams.
RESULT
With the new portfolio strategy, Orkla Denmark has a new strategic tool that combines its multiple brands in a long-term growth plan. The portfolio strategy determines the most important growth strategies for Orkla Denmark and how the 20+ brands play an active part through innovation, acquisition, or potential conduction.