CINCINNATI — Procter & Gamble Co. plans to drop as many as 100 brands over the next couple of years to sharpen its focus on its most profitable product lines.

The consumer products giant revealed the strategy, which would more than halve its brand count, during a conference call on Friday with financial analysts to report its fiscal 2014 fourth-quarter and full-year results.

P&G president and chief executive officer A.G. Lafley told analysts that 90 to 100 brands would be cut via sales or eliminations over the next two years, according to published reports. He noted that the remaining 70 to 80 consumer brands account for about 90% of the company’s sales and roughly 95% of its profit.

Lafley didn’t specify the brands to be sold or discontinued, but P&G’s main profit drivers and the brands it aims to focus on include Tide laundry detergent, Crest toothpaste, Gillette shaving products, Charmin toilet paper and Bounty paper towels, reports said.

"We are going to create a faster-growing, more profitable company that’s far simpler to operate," Lafley told analysts during the call. "Less will be more."

The Wall Street Journal reported that of the brands P&G intends to focus on, 23 have $1 billion to $10 billion in sales, 14 have $500 million to $1 billion in sales, and the remainder generate sales of $100 million to $500 million.

For the 2014 fiscal year ended June 30, P&G’s sales totaled $83.06 billion, up 1% from $82.58 billion in fiscal 2013. Organic sales grew 3%, fueled by unit volume growth of 3%, the company said. Core earnings per share for fiscal 2014 came in at $4.22, compared with $4.02 a year earlier. Diluted net EPS from continuing operations were $3.98 in fiscal 2014, compared with $3.83 in 2013.

Analysts, on average, had forecast P&G’s fiscal 2014 adjusted EPS at $4.19, with estimates ranging from a low of $4.13 to a high of $4.28, according to Thomson Financial.

"P&G delivered top- and bottom-line commitments for the fiscal year," Lafley said in a statement. "We met our objectives in a very difficult operating environment, delivered strong constant currency earnings growth, and built on our strong track record of cash returns to shareholders. Still, we have more work to do to deliver the profitable sales growth and strong cash productivity we are capable of delivering."

Lafley returned to P&G as CEO in May 2013 with the exit of Robert McDonald, who retired. That June, P&G announced a reorganization of its global business units into four industry-based sectors, and then in November the company unveiled additional executive departures.