Procter and Gamble selling its pet care brands to Mars, Inc. is a smart move for both companies. Not only has P&G faced share erosion in recent years, but it also recalled several pet food brands in 2013. Mars, on the other hand, already has strong brand identity, a history of integrating new products into its existing product portfolio and has taken their brands into emerging markets, something P&G failed to do. This move is also a win for consumers, who should benefit from added competitiveness in the pet food market.
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