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Procter & Gamble CEO A.G. Lafley is scheduled to speak at the Sanford C. Bernstein analysts conference tomorrow, and Advertising Age reports on speculation that he will announced significant initiatives to earn back market share and volume at a time when P&G global revenue is down five percent and earnings are expected to be down by about the same percentage.

Among the possible announcements that could be made by Lafley is the introduction of value brands that could compete with the private label lines that have seen considerable growth during the recession; creation of a “green” version of Tide that could cater to consumers with environmental concerns; and a major product launch in the company’s Duracell battery line.

Ad Age notes that whatever decisions are made and announced by Lafley, they are likely to have repercussions throughout the packaged goods business, as P&G often sets the tone and direction for how other companies respond to a changing marketplace.

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