P&G rumoured to be restructuring around four categories

Procter & Gamble is said to be preparing to restructure its brand portfolio into four separate business divisions, from the two it currently has.


The firm currently operates two global business units; beauty and grooming, including Gillette, Olay and Pantene, and household, which includes brands such as Fairy and Ariel. The shift would see that expanded to four and the brands in the portfolio rearranged.

A major reorganisation of the portfolio is likely to have significant knock on effect to P&G’s marketing and brand teams.

An unnamed source, quoted in the Wall Street Journal, suggested CEO AG Lafley is to promote four top executives into newly created senior roles, each leading a separate division, in an effort to provide the management team with more focus on the brand portfolio.

Each of the four execs could also be in line to succeed Lafley as CEO, although last week a P&G spokesperson told Marketing Week his appointment was permanent and not intended to be an interim role.

The WSJ suggests Melanie Healey, group president of North America, David Taylor, group president of global home care, Martin Riant, group president of global baby care, Giovanni Ciserani, group president of global fabric care, and Deborah Henretta, group president of global beauty care are in line for the new roles.

Lafley, who was previously CEO of P&G between 2000 and 2009, was parachuted in last week to replace Bob McDonald, who had struggled to get analysts on side in his four year stint in the top job during which the firm struggled to grow sales and profit.

P&G declined to comment on rumour and speculation.



P&G reviews ROI measurement

Rosie Baker

Procter & Gamble is to review the way it measures return on investment as part of its ongoing efforts to improve the efficiency of its marketing activity.