The Necessity and Outcomes of Brand Portfolio Optimization of FMCG Companies While Entering Different Foreign Markets: the Case of Fater Home and Laundry Segment in Russia

The necessity and outcomes of brand portfolio optimization of FMCG companies while entering different foreign markets is a very timely topic, since its implications both in theory and business practice. Indeed, several managerial tools and theories have been developed to help managers in brand portfolio optimization process. These tools have found their applicability in business reality, creating a linkage between theory and practice. The main goal of this thesis is to show that, through brand portfolio optimization, it is possible to create value both for people and companies. Thus, the readers will understand the importance of brand portfolio optimization in an international business framework. Indeed, brand portfolio optimization will definitely be a topic to focus on, considering both its newness and linkages with the real world. Furthermore, its implications on value creation will be an insight of brand portfolio optimization’s relevance both in the present and in the next future.