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Essay Preview: Ciba Report this essay The chemical basis and production process for Ciba-GeigyЎЇs pharmaceuticals and AirwickЎЇs room deodorizers are similar enough. The fits between Ciba-Guigy and Airwick are: Potential synergisms: Madison Laboratories has personnel with marketing skills which may help Airwick; Airwick has the sales organization that Madison Laboratories lacks. CIBA-GEIGY has money which.