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P&G Quarter Of A Way Through Its Brand Cull - Duracell Spun Out

P&G boss AG Lafley said that over the past five quarters the company has either “divested, discontinued or consolidated” 25 brands, a quarter of the up to 100 brands it plans to cull. These include its Duracell battery brand. Smaller brands such as DDF skin care, laundry brands Essex & Rol, Lavasan and Perla have been consolidated. The aim is to focus on 70 to 80 brands.

Read the whole story at Marketing Week »

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