The business portfolio is the complete collection of products and businesses that make up a company. It is an essential component of the Internal Analysis where the strengths and weaknesses of a company are researched. The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. “Portfolio marketing” is the term that captures “all of the above” and accurately reflects a company’s full monty of go-to-market strategies, no matter what the offering portfolio is. 2.1 The Marketing Mix – Product • product portfolio/mix • product life cycle. A product portfolio roadmap is used to set the the strategy and timeline for all product efforts across an entire group or a set of products in an organization. Discussion 2 Justify the assembly of a balanced product portfolio by marketing managers as a means of ensuring extended success in the health care market industry. “Product marketing” is about marketing products. But it’s tricky to set your agency apart from bigger agencies, especially if you’re made up of a smaller team or don’t have much experience. Both kinds are needed simultaneously. Production portfolio optimization maximizes the mix of products being marketed to optimize revenue potential. In recent years, product marketing has shifted focus from product to portfolio (product, industry and solutions). With our help you can analyze your customers’ true needs, design the perfect set … The Portfolio Analysis is an aid that is used by Marketeers to take decisions over product-market combinations (portfolio). Let us start the Dettol Marketing Mix & Strategy: Dettol Product Strategy: The product strategy and mix in Dettol marketing strategy can be explained as follows: Dettol is s global brand name in antiseptic solutions, hand-wash, soaps and sanitisers. This type of automated tracking programs uses a dashboard concept to assist in tracking a large number of new product programs. Provide two (2) real-life examples to support your rationale. However, owning a product portfolio often poses a problem for a business. Marketing portfolio is a great way to highlight your best work whenever you need to show what you’ve already done as a marketer or contact potential customers. In marketing, the use of portfolio analysis is done for the same two reasons mentioned above. “Solution marketing” is about marketing solutions. Customer success should lead the customer engagement program but with heavy input from marketing and product management. The Boston Matrix is a popular tool used in marketing and business strategy. Back to previous Rate this term A business with a range of products has a portfolio of products. Product managers should be responsible for the product roadmap, but portfolio marketing should be providing input. Managing brands in a coordinated way helps a company to avoid confusing its consumers, investing in overlapping product-development and marketing efforts, and multiplying its brands at its own rather than its competitors' expense. On the vertical axis, existing markets and new markets are differentiated. Product managers should be responsible for the product roadmap, but portfolio marketing should be providing input. A portfolio product manager has … The different items that form the product line of a company, taken as a whole, is known as the portfolio of the company. 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