P&G has identified 15 additional brands to cull as boss says it will refocus on customer

As part of its ongoing turnaround, Procter & Gamble will step up the removal of up to 100 unprofitable brands while making the consumer the priority after ‘over-focusing on its rivals’, according to P&G chief executive Alan Lafley.

At a conference this week, Lafley said P&G now ‘has to start to nail it with the company’s brand promise,’ while predicting that the selected unprofitable brands will be sold by the end of July 2016.

“We have to understand the different consumer needs and wants and we have to nail it with the brand promise,” he said.

“We get in trouble when we don’t start with a consumer and some of the time we get in trouble because we chase competitors, and some of the time we get in trouble because we chase whatever the latest thing is in the trade or with customers, and, moving forwards, we have to now stay single-mindedly focused on consumers.”

P&G has discontinued 35 underperforming brands to date, including premium pet food Iams and battery brand Duracell.

Chief financial officer Jon Moeller, however, said it had identified 15 additional unprofitable brands than the 80 previously announced and would now accelerate the process with up to 95 brands expected to be culled.

“The businesses we’re exiting are not bad businesses. Most simply do not play to our strengths,” said Moeller, P&G’s chief financial officer, at the Consumer Analyst Group of New York conference. “We have had a lot of interest in the assets we want to dispose.”​

In a blow to investors, Moeller also revealed that the divestitures would take a 14% chunk off of annual sales, up from an original projection of up to 10%.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here