Brand Portfolio of P

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<p>Brand Portfolio of P&amp;GBased in Cincinnati, US, Procter &amp; Gamble (P&amp;G) was one of the largest manufacturers of fast moving consumer goods (FMCG) in the world. Analysts attributed the evolution of P&amp;G, from a small soap and candle maker into a multi-billion dollar company, to its highly successful marketing and brand management strategies. A pioneer in introducing a formalized brand management system way back in the 1930s, P&amp;G constantly modified its brand management strategies as and when the company expanded its product &amp; brand portfolio and its business operations globally. The company introduced the category management model in the 1980s. In 2000, P&amp;G introduced the 'cohort management strategy' for managing brands. The strategy involved grouping of brands to appeal to similar consumer groups.</p>