Brand Marketing

P&G Wants to Shelve Up to 100 Brands

Focuses instead on big sellers like Tide and Crest

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Procter & Gamble, the largest packaged-goods player in the world, disclosed in an earnings call this morning that it will divest or shed 90 to 100 of its brands in a major streamlining effort.

The idea behind the move is to put more focus on the company's core 70 to 80 brands (those that generate annual sales of more than $100 million and in some cases more than $1 billion, including Tide, Crest and Pampers) while shedding products that have suffered sales declines.