Procter & Gamble diversified through related acquisitions and internal start-ups across haircare, household cleaning, laundry, paper goods, beauty, beverages, and pet food. These businesses fit well together through shared distribution channels, retail settings, customers, and advertising. Virgin diversified across unrelated industries like travel, retail, investments, and hotels. Johnson & Johnson diversified consumer, medical, and surgical products. Gillette diversified across grooming, oral care, and portable power products.

1. Related Diversification - Procter & Gamble
Haircare Pantene, Head & Shoulders, Clairol
Household cleaning/care Flash, Febreze, Fairy
Laundry Daz, Ariel, Fairy, Bounce
Paper Bounty, Pampers, Allways
Beauty Oil of Olay, Max Factor
Beverages Sunny Delight
Snacks Pringles Petfood Iams
Related Diversification through acquisition and internal start-ups
Fits/Synergies
Same wholesale distribution
Common retail settings & shoppers
Advertised & promoted the same way

2. Unrelated diversification - Virgin
Virgin Travel (& Virgin Holidays)
Virgin Retail (Music & Entertainment)
Virgin Investments (computer products,
promotional blimps, property development)
Virgin Hotels Group (clubs & hotels in UK, Spain
& Virgin Islands)
Virgin Communications (Virgin Interactive
Entertainment, Publishing, Radio, TV)

3. Diversification
Johnson & Johnson
Consumer - baby products (wipes, shampoos, cotton buds etc);
woundcare (bandaid); feminine hygiene (carefree, stayfree);
reach dental products
Medical - non-prescription drugs (Tylenol, Pepcid AC);
presecription durgs; surgical products; Accuvue contact lenses
Gillette
- Grooming (Mach 3, Venus)
- Oral Care (Oral B, Braun)
- Portable Power (Duracell)
Philip Morris
-Cigarettes (Marlboro, B&H…..)
- Miller Brewing co.
Kraft Foods (Maxwell hse, Birdseye..

4. Diversification
Diageo *United Distillers and Vintners (UDV)
- Guinness, Baileys, Johnie Walkers,
Hennessey, Moet & Chandon, Pimms, Smirnoff
*Pillsbury - Green Giant, Haagen Dazs, El Paso,
Burger King, Pillsbury
Exiting food business because of lack of fit & poor performance
Walt Disney
Theme Parks, Movie Production, Videos, Children’s apparel,
Toys, TV Broadcasting