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.
8 slides from the example
2 sheets from the workbook
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.
- Portfolio Plan Template (29 slides)
- Portfolio Plan Example — Meridian KSA 2027, nine brands (29 slides, fictional)
- Portfolio workbook (Inputs → Portfolio → A&P allocation → Bridge → Activation → Pipeline → Calendar → Scorecard → Checks; 987 formulas) + example
- Two-page how-to
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.
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. You see every box filled, every chart populated and every number reconciled, without a real company's data.
Prescription brands with a medical-affairs plan, agencies pitching creative work, or anyone who needs a company's proprietary template. The structure is the practice of the industry; the words, charts and numbers are original.
The done-with-you option adds three working sessions on your own document: inputs and numbers, the draft, and a review against the questions head office will ask.