Using this, we can try to value Procter and Gamble (P&G), a fourth company in the same industry. P&G generated an EBITDA of $17.4 billion for the fiscal year finishing on June 30, 2016. What do you think is a reasonable estimation of P&G's Enterprise Value, and how did you come to this value?

\begin{tabular}{|c|c|} \hline Company & Enterprise Value/EBITDA \\ \hline Avon Products & 8.91 \\ \hline L'Oreal & 17.42 \\ \hline Shiseido & 11.20 \\ \hline \end{tabular}