Managing a Mature Brand Portfolio

Inconsistent Strategy

A multinational pharmaceutical company had recently established a global commercial structure to manage its substantial portfolio of about 150 mature brands. However, the portfolio was still not being managed consistently and effectively around the world.

Vintura was asked to lead the development and global rollout of a consistent portfolio analysis and management method, to enable fact-based decision-making on product priorities.

Portfolio View

Together with our client’s commercial team, in three steps we developed, built and validated a decision-tree-driven portfolio tool.

  1. A working session with the commercial management team to define parameters and decision criteria for a portfolio analysis model. This determined that the model should classify each product in one of three categories – core, maintain, or review – each with its own strategic priorities.
  2. A working model based on that outcome, containing actual multidisciplinary data and developed jointly with the leads in each region.
  3. A final workshop to validate and approve the model.

Strategic Clarity

By involving key stakeholders in the model’s design and development, we ensured a shared understanding of portfolio composition, fact-based discussions on portfolio management, and rapid acceptance of the results.

The final model clarifies the strategic priorities for each product in each region. Consequently, the client can now make pro-active, fact-based decisions on strategic portfolio matters like product investments, delistings, or divestments. The model’s results are widely accepted as a sound basis for such choices.

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