Brand Portfolio Management: The FMCG Persepective. The Rationalization approach

      Аннотация: India’s economic growth in last decade surprised the world in many facets. Accelerated economic growth coupled with globalization impact, made India a destination of curiosity to the business people, anthropologists, politicians and other professionals of the world. FMCG is fourth largest sector in the Indian economy is all set for 16% growth during last couple of years and CRISIL has anticipated that FMCG sector will touch around Rs. 140000 crores by 2015. Further a step ahead, today most of the companies in India have brand portfolio catering to the needs of different segment of society. Indian customer is facing skeptical situations in day to day life because of influx of branded variants. The concept of rationalization of brand portfolio emerged amidst the discussion of brand portfolio management. Indian corporate are still at nascent stage of brand portfolio management. Rationalization of brand portfolio is necessary with the view that tail brand are eating significant resources of the company and give poor returns. Further the redundant brands cause lot of time and efforts of management, this apparently shows the need of brand portfolio Rationalization for FMCG sector.

Ключевые слова: Brand Extension, FMCG, Brand Portfolio, Ratinalization, Brand Architecture, Category Management