What business effects did this move bring?

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As you can imagine, they posed similar types of challenges to those described above. So decision makers came to similar conclusions.

“The existing portfolio needs to be significantly slimmed down.”

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As a result of the implemented change, after 30 years the combined portfolio of Unilever and P&G consisted of 46 brands. To emphasize, I will repeat: from over 5,000 brands in the portfolio, a thailand telegram data reduction to 46.

p&g and unilever brands after changes – brands in the portfolio

Source: Mark Ritson, 2019

Such significant slimming down gave the companies new dynamics, streamlined management processes and significantly improved marketing efficiency.

As a curiosity, after the reduction, 75% of the total revenue from the slimmed down portfolio came from the 35 strongest brands.

Perhaps discussions are currently underway as to which of the brands left in the portfolio is performing below the expected level in order to sell it.