PROCTER & GAMBLE CO
10-Q, 1997-05-09
SOAP, DETERGENTS, CLEANG PREPARATIONS, PERFUMES, COSMETICS
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                UNITED STATES SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                    FORM 10-Q


                 QUARTERLY REPORT PURSUANT TO SECTION 13 OF THE
                         SECURITIES EXCHANGE ACT OF 1934


   For the Quarterly Period Ended March 31, 1997 Commission file number 1-434


                          THE PROCTER & GAMBLE COMPANY
             (Exact name of registrant as specified in its charter)


                    Ohio                             31-0411980
         (State of incorporation)         (I.R.S. Employer Identification No.)


         One Procter & Gamble Plaza, Cincinnati, Ohio    45202
         (Address of principal executive offices)      (Zip Code)


         Registrant's telephone number, including area code (513) 983-1100


Indicate by check mark whether the registrant (1) has filed all reports required
to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the preceding 12 months (or for such shorter period that the registrant was
required to file such reports), and (2) has been subject to such filing
requirements for the past 90 days.



                                             Yes   X         No    .


There were 677,363,608 shares of Common Stock outstanding as of April 18, 1997.



















PART I.  FINANCIAL INFORMATION

Item 1.  Financial Statements

The Consolidated Statements of Earnings of The Procter & Gamble Company and
subsidiaries for the three and nine months ended March 31, 1997 and 1996, the
Consolidated Balance Sheets as of March 31, 1997 and June 30, 1996, and the
Consolidated Statements of Cash Flows for the nine months ended March 31, 1997
and 1996 follow. In the opinion of management, these unaudited consolidated
financial statements contain all adjustments necessary to present fairly the
financial position, results of operations, and cash flows for the interim period
reported. However, such financial statements may not be necessarily indicative
of annual results. Certain reclassifications of prior year's amounts have been
made to conform with the current year's presentation.

<TABLE>
                        THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES

                                 CONSOLIDATED STATEMENT OF EARNINGS

<CAPTION>
Millions of Dollars Except Per Share Amounts
                                                      Three Months Ended        Nine Months Ended
                                                          March 31 ..              March 31
                                                      1997      1996            1997      1996
                                                      -------   -------         -------   -------
<S>                                                   <C>       <C>             <C>       <C>    
NET SALES                                             $ 8,771   $ 8,587         $26,816   $26,704
      Cost of products sold                             4,918     5,026          14,988    15,502
      Marketing, research, and
         administrative expenses                        2,470     2,368           7,377     7,222
                                                      -------   -------         -------   -------
OPERATING INCOME                                        1,383     1,193           4,451     3,980
      Interest expense                                    106       121             352       367
      Other income, net                                    53        75             154       189
                                                      -------   -------         -------   -------
EARNINGS BEFORE INCOME TAXES                            1,330     1,147           4,253     3,802
      Income taxes                                        449       387           1,449     1,310
                                                      -------   -------         -------   -------
NET EARNINGS                                          $   881   $   760         $ 2,804   $ 2,492
                                                      =======   =======         =======   =======
PER COMMON SHARE:
      Net earnings                                    $  1.26   $  1.07         $  4.00   $  3.52
      Net earnings assuming full dilution             $  1.18   $  1.01         $  3.74   $  3.30
      Dividends                                       $   .45   $   .40         $  1.35   $  1.20

AVERAGE COMMON SHARES OUTSTANDING                                                 681.4     686.5
</TABLE>












<TABLE>
                                   THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES
                                                     CONDENSED
                                            CONSOLIDATED BALANCE SHEET
<CAPTION>
Millions of Dollars
                                                                March 31    June 30
                                    ASSETS                        1997       1996
                                                                --------    --------
<S>                                                             <C>         <C>
CURRENT ASSETS
     Cash and cash equivalents                                  $  2,421    $  2,074
     Investment securities                                           562         446
     Accounts receivable                                           2,728       2,841
     Inventories
        Materials and supplies                                     1,158       1,254
        Work in process                                              281         210
        Finished products                                          1,649       1,666
     Deferred income taxes                                           705         598
     Prepaid expenses and other current assets                     1,365       1,718
                                                                --------    --------
TOTAL CURRENT ASSETS                                              10,869      10,807
                                                                --------    --------
PROPERTY, PLANT, AND EQUIPMENT                                    18,377      18,112
LESS ACCUMULATED DEPRECIATION                                      7,303       6,994
                                                                --------    --------
TOTAL PROPERTY, PLANT, AND EQUIPMENT                              11,074      11,118
                                                                --------    --------
GOODWILL AND OTHER INTANGIBLE ASSETS                               4,032       4,281
OTHER ASSETS                                                       1,490       1,524
                                                                --------    --------
     TOTAL ASSETS                                               $ 27,465    $ 27,730
                                                                ========    ========
<CAPTION>
                  LIABILITIES AND SHAREHOLDERS' EQUITY
<S>                                                             <C>         <C>
CURRENT LIABILITIES
     Accounts payable and accruals                              $  6,392    $  6,709
     Debt due within one year                                      1,232       1,116
                                                                --------    --------
TOTAL CURRENT LIABILITIES                                          7,624       7,825
                                                                --------    --------
LONG-TERM DEBT                                                     4,001       4,670

DEFERRED INCOME TAXES                                                712         638

OTHER NON-CURRENT LIABILITIES                                      2,776       2,875

SHAREHOLDERS' EQUITY
     Preferred stock                                               1,866       1,886
     Common stock-shares outstanding-Mar. 31   679.1                 679         686
                                    -June 30   685.6
     Additional paid-in capital                                    1,074         862
     Currency translation adjustments                               (771)       (418)
     Reserve for ESOP debt retirement                             (1,637)     (1,676)
     Retained earnings                                            11,141      10,382
                                                                --------    --------
TOTAL SHAREHOLDERS' EQUITY                                        12,352      11,722
                                                                --------    --------
TOTAL LIABILITIES AND SHAREHOLDERS' EQUITY                      $ 27,465    $ 27,730
                                                                ========    ========
</TABLE>




<TABLE>
                  THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES
                                    CONDENSED
                      CONSOLIDATED STATEMENT OF CASH FLOWS
<CAPTION>

Millions of Dollars                              Nine Months Ended March 31
                                                    1997          1996
                                                 -------       -------
<S>                                              <C>           <C>    
CASH AND CASH EQUIVALENTS, BEGINNING OF YEAR     $ 2,074       $ 2,028
OPERATING ACTIVITIES
     Net earnings                                  2,804         2,492
     Depreciation and amortization                 1,012           975
     Deferred income taxes                           (19)          187
     Change in:
        Accounts receivable                           29            (4)
        Inventories                                  (60)         (109)
        Accounts Payables and Accruals                (7)         (742)
        Other Operating Assets & Liabilities         167          (435)
     Other                                            83            92
                                                 -------       -------
TOTAL OPERATING ACTIVITIES                         4,009         2,456
                                                 -------       -------
INVESTING ACTIVITIES
     Capital expenditures                         (1,322)       (1,475)
     Proceeds from asset sales and retirements       284           326
     Acquisitions                                   (121)         (144)
     Change in investment securities                 (93)         (296)
                                                 -------       -------
TOTAL INVESTING ACTIVITIES                        (1,252)       (1,589)
                                                 -------       -------
FINANCING ACTIVITIES
     Dividends to shareholders                      (998)         (902)
     Change in short-term debt                       (49)          449
     Additions to long-term debt                      24           329
     Reduction of long-term debt                    (389)         (461)
     Proceeds from stock options                     103            74
     Purchase of treasury shares                  (1,058)         (310)
                                                 -------       -------
TOTAL FINANCING ACTIVITIES                        (2,367)         (821)
                                                 -------       -------
EFFECT OF EXCHANGE RATE CHANGES ON CASH
     AND CASH EQUIVALENTS                            (43)          (52)
                                                 -------       -------
CHANGE IN CASH AND CASH EQUIVALENTS                  347            (6)
                                                 -------       -------
CASH AND CASH EQUIVALENTS, END OF PERIOD           2,421       $ 2,022
                                                 =======       =======
</TABLE>






                      MANAGEMENT'S DISCUSSION AND ANALYSIS

Results of Operations
- ---------------------

Worldwide net earnings for the third quarter of fiscal year 1997 were $881
million, a 16% increase over the same quarter of the prior year. Earnings per
share for the quarter were $1.26, an 18% increase over the same quarter of the
prior year. The difference between the net earnings and earnings per share
increases was primarily due to the company's share repurchase program.

Net sales for the quarter were $8.77 billion, up 2% compared to the prior year
third quarter sales of $8.59 billion. Worldwide unit volume grew 4% from the
third quarter a year ago. Weaker currencies in Europe, Asia and Latin America
negatively impacted sales, causing the difference between sales and volume
growth rates.

In the first nine months of the fiscal year, worldwide net earnings were $2.80
billion, a 13% increase compared to the same prior year period. Year-to-date
earnings per share were $4.00 per share, a 14% increase over the prior year.
Worldwide unit volume for the first nine months was up 2% over the prior year,
while sales were relatively stable at $26.8 billion, primarily reflecting
unfavorable exchange rates.

Gross margin was 43.9% for the current quarter, compared to 41.5% in the third
quarter of the prior year and 41.2% for the full fiscal year ended June 30,1996.
The key driver of the margin improvement has been cost reduction programs
throughout the company and lower commodity prices, primarily pulp. Operating
margin was 15.8% for the current quarter, an improvement over the 13.9%
operating margin in the prior year third quarter and 13.6% for the prior fiscal
year. This improvement was a reflection of higher gross margins, partially
offset by increased costs related to marketing, research and administrative
activities.

North America
- -------------

Net sales for the North America region remained relatively stable compared with
the third quarter a year ago, on a 2% unit volume increase. The difference
between sales and volume growth rates is primarily a reflection of lower pricing
in the laundry category and commodity-based price reductions in the paper
categories. Third quarter net earnings for the region increased 6% (compared to
the same prior year period), as the region continued to benefit from
simplification and standardization cost savings.

The region's unit volume growth was led by the laundry, fabric conditioners and
snacks categories. Importantly, laundry achieved volume growth over a very
strong year ago base period and snacks continued to achieve double digit unit
volume growth, benefitting from new production capacity. The paper business also
increased unit volume led by strong growth in the feminine protection category
and the Scott Baby Fresh acquisition in the diaper/wipes category. Beauty care
volume declined in the current quarter due to softness in the hair care
category, primarily reflecting trade inventory adjustments. Excluding the
impacts of the prior year period divestiture of the Company's share of a joint
venture, unit volume in the health care business improved over prior year period
due to increased respiratory care volume. Health care's earnings also showed
strong improvement due to increased licensing activity.

For the first nine months of the fiscal year, the North American region had net
sales and unit volume growth of 1% and 3%, respectively. Year to date net
earnings increased 10% over the prior year.

Europe, Middle East and Africa
- ------------------------------

Third quarter net sales in Europe, Middle East and Africa increased by 3%
compared to the prior year quarter, as unit volume growth of 9% was partially
offset by unfavorable exchange rates. Net earnings for the quarter grew 20%
compared to the same period a year ago, reflecting volume gains and cost savings
as the region begins to benefit from Efficient Consumer Response (ECR).

Central and Eastern Europe led the region's volume growth, increasing shipments
by over 45%. The Middle East and Africa also had double digit increases. Market
share for these two geographies continues to build across most core categories.
Importantly, Western Europe, led by Germany, showed volume improvement over the
comparable prior year period in which the Company began its transition to ECR.

For the July-March period, the region's net sales remained stable on unit volume
growth of 6%, reflecting unfavorable exchange rates and lower pricing. Year to
date net earnings increased 18% over prior year.

Asia
- ----

Asia continued to be impacted by the transition to ECR and competitive pressures
in Japan. Third quarter sales for the region increased 1% over the same prior
year period, as improved pricing and product mix offset continued softness in
Japan and the impact of unfavorable exchange rates. Unit volume growth declined
by 1% during the quarter, with the negative impacts of Japan largely offset by
the acceleration of unit volume growth rates in the Philippines and the
continued growth in China. Net earnings for the quarter grew by 37%, driven
primarily by pricing actions and improved product mix.

Net sales and unit volume for the July-March period declined 7% and 6%, 
respectively.  Year-to-date net earnings for the period were up 12%.

Latin America
- -------------

Net sales for the third quarter in Latin America grew 12% compared to the prior
year quarter, on unit volume growth of 1%, as pricing designed to address
inflation and devaluation was partially offset by unfavorable exchange rates.
The region continues to be impacted by economic difficulties in certain key
markets, as acquisitions in the laundry category were largely responsible for
the unit volume increase. Net earnings for the quarter increased 53% on improved
margins, primarily reflecting pricing, as well as the impact of divestitures of
certain non-strategic brands.

For the July-March period, net sales and net earnings were up 5% and 33%,
respectively. The region's year-to-date unit volume was down 3% for the first
three quarters.

Restructuring Reserve Status
- ----------------------------

In the year ended June 30, 1993, a reserve of $2.4 billion was established to
cover a worldwide restructuring effort to consolidate manufacturing systems and
reduce overhead costs. The primary elements of this reserve were costs related
to fixed asset disposals and separations. The balance of the reserve at March
31, 1997 was approximately $380 million, with approximately half of the balance
representing planned fixed asset disposals, all of which have been announced.

The restructuring program is expected to be substantially completed during the
current fiscal year. Based on current management estimates, the cost of the
program is expected to approximate the original estimate.

Pending Acquisition
- -------------------

In April 1997, the Company entered into an agreement to acquire Tambrands, Inc.,
a company in the feminine hygiene category, for approximately $2 billion. The
acquisition is subject to approval by the shareholders of Tambrands, Inc., and
regulatory clearance. It is expected to close in fiscal 1998.

Pending Accounting Pronouncements
- ---------------------------------

In February 1997, the Financial Accounting Standards Board issued Statement No.
128, "Earnings Per Share", which revises the manner in which earnings per share
is calculated. The statement is effective for our reporting period ending
December 31, 1997 and is not expected to have a significant impact on the
Company's earnings per share.


PART II.  OTHER INFORMATION

Item 6. Exhibits and Reports on Form 8-K

(a)     Exhibits
        (3-1)    Amended Articles of Incorporation (Incorporated
                 by reference to Exhibit (3-1) of the Company's 
                 Annual Report on Form 10-K for the year ended
                 June 30, 1993)

        (3-2)    Regulations (Incorporated by reference to Exhibit 
                 (3-2) of the Company's Annual Report on Form 10-K 
                 for the year ended June 30, 1993)

        (11)     Computation of Earnings per Share

        (12)     Computation of Ratio of Earnings to Fixed Charges

        (27)     Financial Data Schedule

(b)     Reports on Form 8-K

        The Company filed Current Reports on Form 8-K containing information
        pursuant to Item 9 entitled "Sales of Equity Securities Pursuant to
        Regulations," dated February 21, 1997, March 4, 1997, March 24, 1997,
        April 7, 1997, April 9, 1997, April 23, 1997, April 25, 1997 and May 2,
        1997.

        The Company also filed a Current Report on Form 8-K pursuant to Item 5 
        entitled "Other Events" dated April 9, 1997 containing a joint press 
        release by the Company and Tambrands Inc. and the Agreement and Plan of
        Merger among the Company, C. R. MacIntosh, Inc. and Tambrands Inc.



Pursuant to the requirements of the Securities Exchange Act of 1934, the
Registrant has duly caused this Report to be signed on its behalf by the
undersigned thereunto duly authorized.



THE PROCTER & GAMBLE COMPANY



E. H. EATON
- --------------------------------------
E. H. Eaton
Vice President and Comptroller
(Principal Accounting Officer)

Date:  May 8, 1997






                                  EXHIBIT INDEX

Exhibit No.                                                         Page No.


     (3-1)    Amended Articles of Incorporation 
              (Incorporated by reference to Exhibit (3-1) 
              of the Company's Annual Report on Form 10-K 
              for the year ended June 30, 1993)

     (3-2)    Regulations (Incorporated by reference to 
              Exhibit (3-2) of the Company's Annual Report 
              on Form 10-K for the year ended June 30, 1993)

     (11)     Computation of Earnings per Share                       10

     (12)     Computation of Ratio of Earnings to Fixed Charges       11

     (27)     Financial Data Schedule                                 12




                                               EXHIBIT (11)
<TABLE>

                              THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES
                              =============================================
                                    COMPUTATION OF EARNINGS PER SHARE
                              ---------------------------------------------
<CAPTION>
                              Amounts in Millions, Except per Share Amounts

                                                        Three Months Ended      Nine Months Ended
                                                           March 31                March 31
                                                        ------------------      -----------------
                                                        1997       1996         1997        1996
                                                        --------   --------     ---------   ---------
<S>                                                     <C>        <C>          <C>         <C>
NET EARNINGS PER SHARE

Net earnings                                            $    881   $    760     $   2,804   $   2,492
     Deduct preferred stock dividends                         26         26            78          78
                                                        --------   --------     ---------   ---------
Net earnings applicable to common stock                 $    855   $    734     $   2,726   $   2,414
- ---------------------------------------                 ========   ========     =========   =========
     Average number of common shares outstanding           681.4      686.5         681.3       686.5

Per Share
- ---------
     Net earnings per share                             $   1.26   $   1.07     $    4.00   $    3.52
                                                        ========   ========     =========   =========
NET EARNINGS PER SHARE ASSUMING
FULL DILUTION
- -------------------------------
Net earnings                                            $    881   $    760     $   2,804   $   2,492
     Deduct differential -- preferred
        vs. common dividends                                   8          9            24          29
                                                        --------   --------     ---------   ---------
Net earnings applicable to common stock                 $    873   $    751     $   2,780   $   2,463
- ---------------------------------------                 ========   ========     =========   =========
     Average number of common shares outstanding           681.4      686.5         681.3       686.5
     Add potential effect of:
        Exercise of options                                 10.6        8.7          10.7         8.7
        Conversion of preferred stock                       51.0       52.0          51.0        52.0
                                                        --------   --------     ---------   ---------
     Average number of common shares
        outstanding, assuming full dilution                743.0      747.2         743.0       747.2
                                                        ========   ========     =========   =========
Per share assuming full dilution
- --------------------------------
     Net earnings per share assuming full dilution     $    1.18   $   1.01     $    3.74   $    3.30
                                                       =========   ========     =========   =========
</TABLE>



                                               EXHIBIT (12)
<TABLE>
                               THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES
                             ================================================
                             COMPUTATION OF RATIO OF EARNINGS TO FIXED CHARGES
                             -------------------------------------------------
<CAPTION>
                                            Millions of Dollars

                                                                                                          Nine Months
                                                                    Years Ended June 30                  Ended Mar. 31
                                                       ------------------------------------------      ----------------
                                                       1992     1993     1994     1995     1996        1996     1997
                                                       ------   ------   ------   ------   ------      ------   -------
<S>                                                    <C>      <C>      <C>      <C>      <C>         <C>      <C>
EARNINGS AS DEFINED
- -------------------
     Earnings from operations before income taxes
        after eliminating undistributed earnings
        of equity method investees                     $2,870   $  294   $3,307   $4,022   $4,695      $3,823   $4,215

     Fixed charges excluding capitalized interest         584      631      569      571      576         432      420
                                                       ------   ------   ------   ------   ------      ------   ------

        TOTAL EARNINGS, AS DEFINED                     $3,454   $  925   $3,876   $4,593   $5,271      $4,255   $4,635
                                                       ======   ======   ======   ======   ======      ======   ======

FIXED CHARGES, AS DEFINED
- -------------------------
     Interest expense including capitalized interest   $  535   $  577   $  501   $  511   $  493      $  372   $  352
     1/3 of rental expense                                 74       79       87       83       92          65       68
                                                       ------   ------   ------   ------   ------      ------   ------
                                                       $  609   $  656   $  588   $  594   $  585      $  437   $  420
                                                       ======   ======   ======   ======   ======      ======   ======
        RATIO OF EARNINGS TO FIXED CHARGES                5.7      1.4      6.6      7.7      9.0         9.7     11.0
</TABLE>



<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED
FROM THE COMPANY'S CONSOLIDATED FINANCIAL STATEMENS FOR THE
NINE MONTHS ENDED MARCH 31, 1997 AND IS QUALIFIED IN ITS
ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<CIK> 0000080424
<NAME> THE PROCTER & GAMBLE COMPANY
<MULTIPLIER> 1,000,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          JUN-30-1997
<PERIOD-START>                             JUL-01-1996
<PERIOD-END>                               MAR-31-1997
<EXCHANGE-RATE>                                      1
<CASH>                                           2,421
<SECURITIES>                                       562
<RECEIVABLES>                                    2,728
<ALLOWANCES>                                         0
<INVENTORY>                                      3,088
<CURRENT-ASSETS>                                10,869
<PP&E>                                          18,377
<DEPRECIATION>                                   7,303
<TOTAL-ASSETS>                                  27,465
<CURRENT-LIABILITIES>                            7,624
<BONDS>                                          4,001
                                0
                                      1,866
<COMMON>                                           679
<OTHER-SE>                                       9,807
<TOTAL-LIABILITY-AND-EQUITY>                    27,465
<SALES>                                         26,816
<TOTAL-REVENUES>                                26,816
<CGS>                                           14,988
<TOTAL-COSTS>                                    7,377
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 352
<INCOME-PRETAX>                                  4,253
<INCOME-TAX>                                     1,449
<INCOME-CONTINUING>                              2,804
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     2,804
<EPS-PRIMARY>                                     4.00
<EPS-DILUTED>                                     3.74
        

</TABLE>


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