Lower costs brighten their outlook

Article Excerpt

A weak economy is prompting more consumers to choose cheaper generic brands over brand names. That’s dampened the profits of these four leading consumer-products firms. However, they are doing a good job of cutting their costs. This gives them the ability to lower their prices without hurting their profit margins. PROCTER & GAMBLE CO. $57 (New York symbol PG; Conservative Growth Portfolio, Consumer sector; Shares outstanding: 2.9 billion; Market cap: $165.3 billion; Price-to-sales ratio: 2.1; WSSF Rating: Above Average) is one of the world’s largest makers of household and personal-care products. Some of its top brands are Tide detergent, Head & Shoulders shampoo, Pampers diapers and Crest toothpaste. Procter is selling some of its slower-growing businesses and shifting its focus to those with better long-term prospects. In November 2008, it sold its Folgers coffee business for a $2-billion gain. Last August, it agreed to sell its prescription-drug division for $3.1 billion. The sale should close later this year. In the fiscal year ended…