Could P&G Sell Off Iconic Ivory Brand?

Sales have slid, no projected growth

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Since Procter & Gamble’s Aug. 1 announcement that it intends to shutter or sell off as many as 100 brands, investors, advertising firms and retailers have speculated over which products would change hands or become unavailable. The Wall Street Journal has crunched sales data and projections and uncovered a bombshell of a candidate: Ivory soap.

A range of reports peg Ivory’s 2013 global revenues at $112 million, and its share of the U.S. bar soap market at 3.4

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