revenue of more than $60 billion. Half of the new firm’s product portfolio would consist
of personal care, healthcare, and beauty products, with the remainder consisting of
razors and blades, and batteries. The deal was expected to dilute P&G’s 2006 earnings
by about 15 cents per share. To gain regulatory approval, the two firms would have to
divest overlapping operations, such as deodorants and oral care.
P&G had long been viewed as a premier marketing and product innovator.
Consequently, P&G assumed that its R&D and marketing skills in developing and
promoting women’s personal care products could be used to enhance and promote
Gillette’s women’s razors. Gillette was best known for its ability to sell an inexpensive
product (e.g., razors) and hook customers to a lifetime of refills (e.g., razor blades).
Although Gillette was the number 1 and number 2 supplier in the lucrative toothbrush
and men’s deodorant markets, respectively, it has been much less successful in
improving the profitability of its Duracell battery brand. Despite its number 1 market
share position, it had been beset by intense price competition from Energizer and
Rayovac Corp., which generally sell for less than Duracell batteries.
Suppliers such as P&G and Gillette had been under considerable pressure from the
continuing consolidation in the retail industry due to the ongoing growth of Wal-Mart
and industry mergers at that time, such as Sears and Kmart. About 17 percent of P&G’s
$51 billion in 2005 revenues and 13 percent of Gillette’s $9 billion annual revenue came
from sales to Wal-Mart. Moreover, the sales of both Gillette and P&G to Wal-Mart had
grown much faster than sales to other retailers. The new company, P&G believed,
would have more negotiating leverage with retailers for shelf space and in determining
selling prices, as well as with its own suppliers, such as advertisers and media
companies. The broad geographic presence of P&G was expected to facilitate the
marketing of such products as razors and batteries in huge developing markets, such as
China and India. Cumulative cost cutting was expected to reach $16 billion, including
layoffs of about 4 percent of the new company’s workforce of 140,000. Such cost
reductions were to be realized by integrating Gillette’s deodorant products into P&G’s
structure as quickly as possible. Other Gillette product lines, such as the razor and
battery businesses, were to remain intact.
P&G’s corporate culture was often described as conservative, with a
“promote-from-within” philosophy. While Gillette’s CEO was to become vice chairman
of the new company, the role of other senior Gillette managers was less clear in view of
the perception that P&G is laden with highly talented top management. To obtain
regulatory approval, Gillette agreed to divest its Rembrandt toothpaste and its Right
Guard deodorant businesses, while P&G agreed to divest its Crest toothbrush business.
The Gillette acquisition illustrates the difficulty in evaluating the success or failure of
mergers and acquisitions for acquiring company shareholders. Assessing the true impact
of the Gillette acquisition remains elusive, even after five years. Though the acquisition
represented a substantial expansion of P&G’s product offering and geographic presence,
the ability to isolate the specific impact of a single event (i.e., an acquisition) becomes
clouded by the introduction of other major and often uncontrollable events (e.g., the
20082009 recession) and their lingering effects. While revenue and margin
improvement have been below expectations, Gillette has bolstered P&G’s competitive
position in the fast-growing Brazilian and Indian markets, thereby boosting the firm’s
longer-term growth potential, and has strengthened its operations in Europe and the
United States. Thus, in this ever-changing world, it will become increasingly difficult