procter & gamble : looking after consumers lines of business as a percent of fiscal 1990 revenue personal care 47.7 % laundry and cleaning products 32.2 food and beverage 13.4 pulp and chemicals 6.7 selected p & g brand names , as a percent of their respective markets pampers and luvs diapers 50 % crest 34 oil of olay* 24 cover girl 23 secret 14 pert plus 13 head & shoulders 12 clarion cosmetics 5 *as a percent of the mass market face creams and lotions source : wertheim schroder