Kim Benjamin
Aug 5, 2014

Procter & Gamble wields axe on up to 100 of its least profitable brands

Procter & Gamble announced today that up to 100 of its least profitable brands will be axed as it looks to streamline its costs and focus on its core brands

AG Lafley

The FMCG giant, whose brands include Pampers, Ariel and Gillette, said that it will shed about 90 to 100 brands around the globe over the next year or two, leaving it with about 70 to 80 brands. It did not name which products it intends to keep but they will be organised into up to a dozen business units under four focused industry areas.

According to PG, its 70 to 80...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
'Alibaba's digital transformation of the Olympics is the best marketing': CMO
Premium
11 hours ago

'Alibaba's digital transformation of the Olympics ...

On the sidelines of the launch of a logo for the Olympics, we spoke with Chris Tung, Alibaba CMO, about the company's marketing strategy, plans with the IOC, and digital art installation at Tokyo's Narita Airport.

Premium
Is 'demonic' Dominic Cummings currently the best adman in the UK?
Premium
12 hours ago

Is 'demonic' Dominic Cummings currently the best ...

Even if you don't care about UK politics, the way Brexit was sold to the public underscores important but oft-forgotten advertising advice, according to BBH's Asia chairman.

Premium
Douyin scores for football leagues
Premium
12 hours ago

Douyin scores for football leagues

Find out which clubs, leagues and players win the hearts of Chinese fans, and via what media channels, according to Mailman Group's annual Red Card report.

Premium
Tiger Analytics: The 'time is ripe' for advanced analytics in APAC
Premium
13 hours ago

Tiger Analytics: The 'time is ripe' for advanced ...

The Silicon Valley firm has recently expanded into Asia-Pacific to take advantage of a growing demand for data capabilities.