core brands, and divest as many as 100 others that aren't as profitable or don't fit with the categories it wants to dominate: (1) global beauty, (2) global baby, feminine, and family care, (3) global fabric and home care, (4) global health and grooming. Currently, P&G has 25 brands that each ring up more than $1 billion in annual sales worldwide.
Today P&G sold Duracell to Berkshire Hathaway in a complex financial deal. Earlier, it had divested 2 dozen other brands, including fragrances (Naomi Campbell, Iman, Avril Lavigne) and laundry products available in limited geographic markets (Lavasan, Essex, Magia Blanca, Rol, Perla, Neoblanc).
You can follow P&G's strategy announcements here and see P&G's comments on its core strengths (consumer understanding, brand-building, go-to-market capabilities, and innovation) here. What other brands will P&G divest? Stay tuned.