Procter & Gamble, the world’s largest consumer products manufacturer, is bringing back its former CEO A.G. Lafley, replacing the embattled chief executive Robert A. “Bob” McDonald, as part of restructuring plans.
McDonald, who joined the company in 1980 and served as president and CEO from 2009 to 2013, will step down from his position by the end of June 2013, while Lafley will take over the new role with immediate effect.
Lafley has also been elected to the Board of Directors and will serve as its chairman.
The change in leadership comes in the wake of poor performance in the recent times that disappointed investors and analysts. It is also an urgent signal to push up sales to beat rivals.
Although P&G focuses on premium brands, McDonald, when he took over as the CEO, had to shift the strategy to lower cost products and newer markets to boost sales as financial crisis had left consumers short of cash.
However, as these efforts did not show much improvement in results, he had been under the strict scrutiny of the board for the last one year.
In the recent quarters, the company had shown some slight improvement in results, but it again slipped back in late April.
Under Lafley, the company held the top position in the global consumer products market with $84 billion sales and acquired major firms such as Gillette and Wella. However, since then, it lost its position to competitors such as Unilever.
Lafley joined the company in 1977 and served as president and CEO from 2000 to 2009.
Jim McNerney, lead director at P&G, said: “AG’s record and his depth of experience at P&G make him uniquely qualified to lead the company forward at this important time. The board expects A.G. to further improve results, implement the current productivity plan, and facilitate an ongoing succession process. The Board is confident that he will continue improving P&G’s performance.”
Javier Escalante, an analyst at Consumer Edge Research, told the Financial Times  that morale at P&G was as low today as it was when Lafley took over from Durk Jager in 2000. “So he knows how to appeal to the culture and the better part of Procter’s pride and drive,” Escalante said.
P&G shares grew by 0.4 per cent to $78.98 following the announcement of leadership change.