Mergers, Acquisitions and Takeovers Case Study

P&G and Gillette’s Merger: Oral Care Products (Brands) Integration Challenges

OR

Abstract:
Acquiring Gillette for $57 billion helped P&G become world's biggest consumer goods company. However, this milled P&G into 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.

Pedagogical Objectives:

The case is structured to help students understand:
• Critical success factors in a successful merger
• Integration challenges in mergers
• Brand integration challenges
• Successful merger story of P&G and Gillette.

Keywords : Personal care products; Mergers and acquisitions; Integration challenges; Brand Integration; Branding; Branding challenges; Procter and Gamble; Mergers,Acquisitions,Alliances Case Study; Gillette; Brand building in consumer goods; Oral care market in the US; Starbucks in Ireland

Contents : 
P&G and Gillette’s Merger: The Integration Blues
Oral Care Market in the US: Landscape
P&G Brand Integration Challenge: Oral-B and Crest Dilemma
Why the Wal-Mart greeter is really smiling