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Abstract

Acquiring Gillette for $57 billion helped Procter & Gamble (P&G) become the world''s biggest consumer goods company. However, this caused P&G problems. Prominent among them was integrating the oral care divisions of both companies - particularly its Crest toothpaste brand with Gillette''s Oral-B toothbrush brand. To complete the transition successfully, and also resolve all brand integration problems, P&G appointed Gilette''s Oral Care President Bruce Cleverly as Integration Manager. This case study helps discuss integration problems and possible solutions; most helpful in a mergers and acquisitions course, to understand the post-merger integration challenges. The case is structured to help students understand: (1) critical success factors in a successful merger; (2) integration challenges in mergers; (3) brand integration challenges; and (4) the successful merger story of P&G and Gillette. A structured assignment ''307-412-4'' is available to accompany this case.
Location:
Other setting(s):
2007

About

Abstract

Acquiring Gillette for $57 billion helped Procter & Gamble (P&G) become the world''s biggest consumer goods company. However, this caused P&G problems. Prominent among them was integrating the oral care divisions of both companies - particularly its Crest toothpaste brand with Gillette''s Oral-B toothbrush brand. To complete the transition successfully, and also resolve all brand integration problems, P&G appointed Gilette''s Oral Care President Bruce Cleverly as Integration Manager. This case study helps discuss integration problems and possible solutions; most helpful in a mergers and acquisitions course, to understand the post-merger integration challenges. The case is structured to help students understand: (1) critical success factors in a successful merger; (2) integration challenges in mergers; (3) brand integration challenges; and (4) the successful merger story of P&G and Gillette. A structured assignment ''307-412-4'' is available to accompany this case.

Settings

Location:
Other setting(s):
2007

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