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Economy and Business

Procter & Gamble plans to cut smaller brands
Cincinnati-based company says it will be able to focus on improving top-performing assets

Procter & Gamble plans to cut back to 70 to 80 brands.
Courtesy of Procter & Gamble
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The world's largest consumer product maker is preparing to downsize. For Ohio Public Radio, WVXU’s Tana Weingartner reports Procter and Gamble is scaling back on the number of brands.


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Tide and Pampers stay but the smaller brands are going.

Cincinnati based Procter and Gamble says it is streamlining its portfolio by cutting back to the 70 to 80 brands accounting for 90 percent of the company’s sales.

CEO A.G. Lafley made the announcement during this morning’s earnings report webcast.

“We’re going to create a faster growing, more profitable company that is far simpler to manage and operate,” Lafley said.  “This will enable P&G people to be more agile and responsive. More flexible and faster. Less will be much more.”

P&G says a focus on core product lines and its leading brands will allow for more growth, especially in the area of research and development.

The company is not saying which 90 to 100 brands it will sell off or discontinue. However, the process is already underway. P&G just completed the sale of its pet food lines to Mars this morning and recently sold Pringles to the Kellogg company

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