TITLE

FMCG juggernaut

AUTHOR(S)
Braterman, Russell
PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article outlines the reasons and benefits behind Procter & Gamble Co.'s acquisition of the Gillette Co. brand. Gillette's almost heroic brand strengths and speed to market capabilities make it an expensive proposition for anyone looking to pick up a few more brands for their portfolio; as its $57billion acquisition cost demonstrates. The most obvious justification concerns the power levers of big time negotiation. Consumer companies need more leverage as juggernaut retailers continue to grow in size and expand their private label ranges. INSET: P&G's $57bn acquisition of Gillette.
ACCESSION #
16371269

 

Related Articles

  • P&G BRAND CULLING COULD AFFECT SHOPS. Bruell, Alexandra // Advertising Age;8/11/2014, Vol. 85 Issue 17, p0008 

    The article discusses the reactions of marketing agencies to packaged-goods firm Procter & Gamble's (P&G) reported announcement that it plans to divest, discontinue, or merge between 90 and 100 brands. According to the article, many marketing agency executives believe that divesting small brands...

  • P&G Buys Colgate Asian Laundry Business.  // Chemical Week;1/18/2006, Vol. 168 Issue 2, p26 

    The article reports on the purchase of Colgate-Palmolive's heavy-duty laundry detergent brands by Procter & Gamble in January 2006. The transaction includes the sale of the detergent brands Fab, Dynamo, Paic and Trojan. Those plans are in line with the restructuring program of Colgate which was...

  • P&G Seeks More Sales To Men by Acquiring Gillette. Shearer, Brent // Mergers & Acquisitions: The Dealermaker's Journal;Mar2005, Vol. 40 Issue 3, p30 

    Focuses on issues concerning the acquisition of Gillette Co. by Procter & Gamble Co., as of March 2005. Food brands of P&G which are likely to be sold; Views of deal observers regarding the amount paid by P&G for Gillette; Effect of the acquisition on the leverage of P&G with Wal-Mart.

  • Brush-off: P&G could cut Oral B. Neff, Jack // Advertising Age;7/18/2005, Vol. 76 Issue 29, p1 

    Reveals the plans of Procter & Gamble Co. (P&G) to divest some of its brands in an effort to win regulatory approval of its acquisition of Gillette Co. in 2005. Value of the acquisition deal; Brands that P&G plans to divest; Outlook for the company's divestitures.

  • Kellogg's to acquire P&G's Pringles.  // Candy Industry;Apr2012, Vol. 177 Issue 4, p12 

    The article presents information on the business plan of Kellogg Co. under which it will acquire Procter & Gamble Co.'s (P&G's) Pringles business. Kellogg says the acquisition will be extremely beneficial because Pringles' brand strength and consumer appeal is in accordence with Kellogg's core...

  • BBDO tipped to win $10m Gillette brief. Sudhaman, Arun // Media: Asia's Media & Marketing Newspaper;7/14/2006, p2 

    The article reports that Gillette Co. has been tipped by the advertising agency BBDO in order to shift creative duties for its Asean and India markets. This action is a part of the global consolidation of the brand following its purchase by Procter & Gamble Co. in 2005. It is predicted that...

  • Charmin's scatological humor is a refreshing dose of reality. Iezzi, Teressa // Advertising Age;7/31/2006, Vol. 77 Issue 31, p17 

    The article discusses an advertisement for Charmin toilet paper. It highlights a scene from the advertisement. It suggests that the advertisement's approach is a byproduct of how brand creativity is changing as consumers take a more active role in it. It reveals the reason why consumer-generated...

  • DON'T SHOUT, LISTEN. Warner, Fara // Fast Company;Aug2001, Issue 49, p130 

    This article focuses on how Procter & Gamble (P&G) Co. has turned the Internet into a device to listen to customers and for experimenting with its brands. In 2000, PG.com, the Web site of P&G was a stodgy, nondescript site where no one other than investors and job seekers had any reason to go....

  • The neuroscience of brand design. Clark, John // Grocer;4/11/2015, Vol. 238 Issue 8200, p26 

    The author comments on international consumer goods company Procter and Gamble's promise to focus on the consumer and mentions topics including the use of communications to deliver the brand promise and the role of brand design in connecting with the minds of consumers.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics