Business Case Studies, Mergers, Acquisitions and Takeovers Case Study, P&G and Gillette’s Merger,Oral Care Products (Brands) Integration Challenges

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Mergers, Acquisitions and Takeovers Case Study

Case Title:

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

Publication Year : 2007

Authors: Amjad Khan, Saradhi

Industry: Home Appliances and Personal Care Products


Case Code: MAA0091

Teaching Note: Available

Structured Assignment: Available

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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
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