金霸王、博朗或被宝洁剥离？

    近期，宝洁公司（Procter & Gamble）宣布计划剥离100个品牌，其中一些知名品牌，包括金霸王（Duracell）电池、博朗（Braun）剃须刀、象牙皂（Ivory）等，可能很快会找到新下家。

    路透社（Reuters）和《华尔街日报》（The Wall Street Journal）均曾预测哪些品牌会被砍掉。作为吉列（Gillette）剃须刀和佳洁士（Crest）牙膏的制造商，宝洁公司正预备进行“瘦身”，将重心放到占公司近期销售额90%和利润95%的70-80个品牌。

    路透社援引知情人士透露的消息，称金霸王和博朗将是被剥离的两项规模最大的资产。而《华尔街日报》则认为，宝洁可能放弃表现不佳的象牙皂品牌，但该报道纯属猜测。

    无论如何，从规模来看，帮宝适（Pampers）纸尿裤和吉列剃须刀等顶级品牌仍是安全的。其他因为规模可能幸免于难的品牌包括潘婷（Pantene）、玉兰油（Olay）、欧乐B（Oral-B）和Bounty纸巾等。在宝洁宣布“瘦身”计划的同时，桑福德伯恩斯坦公司（Sanford Bernstein）的分析师阿里•迪巴吉发布了一份由该公司和欧睿国际（Euromonitor）跟踪的宝洁全球品牌排名，前面提到的这些品牌都是去年的畅销品牌。

    在欧睿国际-伯恩斯坦列出的品牌名单中，象牙皂2013年以1.12亿美元的销售额，排在第69位。而金霸王电池竟然未能上榜，博朗旗下只有欧乐B一项业务榜上有名（去年销售额为3,400万美元，排在第108位）。

    宝洁公司近年来尚未公布过太多的剥离计划，因此此次动作非常值得关注。在2012年，宝洁出售了品客薯片（Pringles），2011年，又曾先后剥离了激爽（Zest）肥皂和PUR净水产品。相比之下，联合利华（Unilever）表现的更为激进，今年它先后售出了旗下的Slim-Fast、乐谷（Ragu）与佰多力（Bertolli）三个品牌。（财富中文网）

    翻译：刘进龙/汪皓

    Procter & Gamble recently announced plans to shed up to 100 brands, and it appears some well-known names — including Duracell batteries, Braun shavers and Ivory soap — could soon find new homes.

    Reuters and The Wall Street Journal have both speculated which brands could be on the chopping block. P&G , the maker of Gillette razors and Crest toothpaste, is planning to streamline its business and focus on 70 to 80 brands, which are responsible for about 90% of the company’s recent sales and 95% for profit.

    Reuters, citing people familiar with the matter, said Duracell and Braun are two of the largest assets likely to be divested. The Journal, meanwhile, floated the underperforming Ivory soap brand as a possible brand that could be shed, although the Journal report is more speculative.

    In any case, top brands such as Pampers diapers and Gillette appear safe based on their size and scale. Other likely keeps because of their size include Pantene, Olay, Oral-B and Bounty. At the time of the P&G divestiture announcement, Sanford Bernstein analyst Ali Dibadj issued a list of P&G’s global brands tracked by the firm and Euromonitor, and those brands were all among the top sellers last year.

    Of the brands listed by Euromonitor-Bernstein, Ivory ranked 69th with $112 million in 2013 sales. Duracell notably wasn’t on that list, and only Braun’s Oral-B business unit was included (ranked 108th with $34 million in sales last year).

    P&G hasn’t unveiled too many divestitures of late, so this action is pretty notable for the company. It sold off Pringles in 2012 and in 2011, unloaded Zest soap and PUR Water Purification Products in separate transactions. Rival Unilever has acted more aggressively on divestitures of late, agreeing to shed the Slim-Fast, Ragu and Bertolli brands this year.