Procter & Gamble’s CEO (NYSE:PG), A.G Lafley is aiming to bring the company back on track in terms of profit and stock market performance. The strategy he has devised is risky but can make Procter & Gamble reclaim its glory. Lasley has decided to shed 100 brands under Procter & Gamble’s belt.

Lafley is well known for combating a severe sales slump during 2000-2009. It’s also because of him that P&G (NYSE:PG) bought Gillette and started turning the company into a major beauty contender. Lasley wants the whole operation to be simplified; too many brands are costing P&G (NYSE:PG). Lafley believes relieving P&G (NYSE:PG) of extra brands will boost their core sales performance.

The strategy employed by the CEO is risky but if it bears fruit, the company will prosper in the long run. It desperately needs smooth sales and a significant profit margin. If P&G (NYSE:PG) stumbles now, things could get even worse and Lafley might have to take severe measures to bring order.

Lafley returned to the company last year in May and instantly showed his dissatisfaction with the company’s 1 percent sales growth and 3 percent organic growth. Lafley is also known to be ruthless when it concerns the company’s performance. He fired thousands of employees, got rid of the pet care business and ordered a review on the factory operations. Lafley on many occasions has said that he’d get rid of any brand that would cause a lag in the operations of P&G (NYSE:PG). Apparently P&G (NYSE:PG) would be making $8 billion in revenue when they sell off the brands.

Lafley could be risking a lot here. The previous CEO was shown the exit door after a continuous slump in the company sales. If the strategy that is being employed by Lafley fails, it could mean the same for him. If not that, he could lose his goodwill.

Analysts claim that the revenue gained from the selloff would benefit P&G (NYSE:PG) in marketing and innovation. However, P&G (NYSE:PG) cannot afford to be distracted from its core operations. No matter what the circumstances are, if the core operations are interrupted, P&G (NYSE:PG) will have a lot to lose.

Lafley has already cut two operations: a Chinese battery firm and Puma perfume. It’s being said that heavier cuts will come to the surface in the coming months, especially those brands which have cost P&G (NYSE:PG) in one or another way.

Lafley turned the company into a beauty and razor contender back in 2000 when he took the helm of the company. Beauty products became the ace of spades for THE PROCTER & GAMBLE COMPANY (NYSE:PG). But since then, sales have slumped. Lafley acknowledged the fact that beauty products haven’t exactly been at their best. THE PROCTER & GAMBLE COMPANY (NYSE:PG) still is considered the best because of its lower costs, higher margins and a carefully fragmented market. It won’t really be a surprise if the company attains its lead once again.

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