Toolkits06 · Category and portfolio plan
Item 06 · category and portfolio plan · KSA and GCC consumer healthcare

Category and portfolio plan: which brands fund, which grow, which exit

A 29-slide portfolio plan across a country's brands — roles by rule, the A&P pool by measured return, field cycles, the launch pipeline, the bridge and the P&L by brand — with the workbook that allocates the pool.

Slide 3 from the Category and portfolio plan example (watermarked preview)
From the worked example: slide 3 of 29. Every preview carries a watermark; the files do not.

What you will have written when you finish

  1. 1Every brand's role by rule: core, grow, maintain, fix, seed, harvest
  2. 2The A&P pool allocated by measured return per riyal, not by history
  3. 3The bridge from last year to the plan year, by brand and by driver
  4. 4The P&L by brand and the contribution the portfolio delivers
  5. 5The activation calendar across brands, so two launches never share a month by accident
  6. 6The pipeline and the exit rules for the harvest brands
  7. 7The scorecard the country reviews monthly

8 slides from the example

Slides 1 · 3 · 5 · 6 · 12 · 16 · 24 · 27 of 29 · click to enlarge
Slide 1
Slide 3
Slide 5
Slide 6
Slide 12
Slide 16
Slide 24
Slide 27

2 sheets from the workbook

Portfolio · Bridge · click to enlarge
Sheet: Portfolio
Sheet: Bridge
The problem it solves

A portfolio plan that gives every brand a little of everything is a budget, not a plan. This one assigns six roles by rule, allocates the A&P pool by return with a marginal test, and shows the bridge from last year to the plan by market, price, launches and share.

Who it is for

Country marketing manager, portfolio lead, general manager in consumer healthcare, writing for a Gulf market and presenting to a regional or global team. Also the distributor marketer who co-writes it.

Not for

Prescription brands with a medical-affairs plan, agencies pitching creative work, or anyone who needs a company's proprietary template.

Also useful with this item

Item 01 · $79
Brand plan
the plan behind each brand
Item 03 · $59
Category review pack
where the portfolio is discussed
Item 02 · $79
Business case and NPV workbook
for the launches the portfolio funds

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Every item includes

Fully editable
Text, charts, colours, logo. Move the spine into your company template in an hour; the how-to shows how.
Opens where you work
PowerPoint, Keynote, Google Slides and LibreOffice; the workbooks recalculate in Excel, Numbers, Sheets and LibreOffice. No macros, no passwords.
Instant download
The files arrive by link the moment payment clears.
Updates for twelve months
Corrections and renderer fixes to an item you bought, by email, free.
Refunds for wrong, broken or misdescribed files
Full refund or replacement within 30 days; changed your mind before downloading, 14 days.
Single-user licence, lifetime use
Any brand, any company, any market, for as long as you like. No resale, no redistribution.
Done with you
Writing this in the next eight weeks?

Three working sessions on your own document: inputs and numbers, the draft, and a review against the questions management will ask.

Ask about a session

Every example is set in one fictional world: Meridian Consumer Health, its distributor Northern Gulf Distribution Co., the scalp-care brand Clarisel and its competitors Scalvia, Sebravel, Scalpex and Trichoderm. Nahdi, Al-Dawaa and United are real Saudi pharmacy chains used as market fixtures with invented figures, as are the marketplaces, the quick-commerce apps and the discounter named in item 08. You see every box filled, every chart populated and every number reconciled, without a real company's data.