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Mergers and Acquisitions

.... 2005 had its main objective gaining the leading position worldwide and it was based on the following rationale: both Procter&Gamble as well as Gillette were strong companies, internationally acknowledged. However, none of the two, taken separately, held the first position in the manufacturing and selling of consumers goods and they were constantly threatened by Unilever. In order to dethrone their common enemy and become the strongest competitors on the market, the companies needed to merge.
In this order of ideas, by acquiring Gillette, Procter&Gamble added the already renowned products such as Gillette razors, Duracell batteries, Braun products and Oral-B dental hygiene to their product line (Ariel, Lenor, Tide and so on) towards becoming the largest consumer goods company, displacing the Anglo-Dutch Unilever into second place.[3]
Moreover, a merger of the two seemed to alleviate the lacking elements in both companies' activity, by completing each other. For instance, P&G specialized in women care products, such as Always or Max Factor, whereas Gillette specialized in men's products, such as razors or aftershaves. Therefore, the fact that the two companies possessed complementary expertise[4] was a clear pro for the merger.
Aside from becoming the world's leader in selling consumer goods, the merger