Portfolio Management
Marketing Plan - Level 2 > Portfolio Management
- WHAT IS PORTFOLIO MANAGEMENT? - Two Phases for Portfolio Management - Portfolio Evaluation - Product Lifecycle and Consumer Adoption Curve - Grouping Of Portfolio - BRAND PORTFOLIO OBJECTIVES - Umbrella theme for the Portfolio - Buyer Persona - Defining Portfolio Strategy - Brands Co-positioning - HCP dimensions of the Portfolio Market Map - Brand Mapping/Prioritization Criteria - Patient Profile - Resources Allocation - Financial Test. A breakeven analysis - Salesforce sizing (Number of medical reps) - Building the Portfolio Promotional Material