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P&G Keen On Selling Up To 100 Non-Core Brands, CEO Says

August 1, 2014: 12:00 AM EST
Procter & Gamble plans to sell 90 to 100 mostly minor brands as part of its efforts to refocus business operations on its 70 to 80 core and bestselling brands, according to company CEO A.G. Lafley. Speaking with the “Enquirer” magazine, Lafley said size of sales will not be his company’s sole criteria for letting go of brands. Without naming any brand, he said P&G will sell even large brands that do not fit the company’s beauty, fabric care, and other core businesses. Also, the company’s top 70 to 80 brands account for 90 percent of the company’s total sales and 95 percent of profits.
Alexander Coolidge, "P&G to shed more than half its brands", The Cincinnati Enquirer , August 01, 2014, © Gannett
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