Operational review continued
Brand portfolios
Managing a portfolio of brands requires a significant level of sales and marketing capability. That’s why we have focused a significant amount of effort on training and development initiatives throughout the global function, implemented via the new regional structure. These initiatives have been focused on three areas of skill development: portfolio management, sales and distribution management and mainstream brand management.
Over the last two years, a large part of this has been the implementation of portfolio reviews across our operating companies. This work has allowed us to re-allocate both money and people to focus on the ‘winning’ brands. To date, we have covered approximately 80 per cent of our global volume and are now undertaking the second phase which is fully executing the findings. We are now clearly beginning to see greater consistency of approach and more exchange of best practice across markets which is making a significant contribution to improved performance.
