FMCG juggernaut

Braterman, Russell
March 2005
Brand Strategy;Mar2005, Issue 190, p34
Trade Publication
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.


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