In early 1994, Kimberly-Clark agreed to private label training pants for Wal-Mart produce under the “Atta Boy!” and “Atta girl!” Labels. To put this decision into perspective, the case of Procter & Gamble, Kimberly-Clark describes fighting for market share in the disposable diaper market. The case also describes Procter & Gamble, the adoption of value pricing, as well as Wal-Mart’s introduction of premium private brands. Students must use this information to answer three questions: (1) What Shou … Read more »

In early 1994, Kimberly-Clark agreed to private label training pants for Wal-Mart produce under the “Atta Boy!” and “Atta girl!” Labels. To put this decision into perspective, the case of Procter & Gamble, Kimberly-Clark describes fighting for market share in the disposable diaper market. The case also describes Procter & Gamble, the adoption of value pricing, as well as Wal-Mart’s introduction of premium private brands. Students must use this information to answer three questions: (1) How to respond to the Procter & Gamble introduce Huggies Supreme with Velcro? (2) What to do with Procter & Gamble Luvs disposable diapers, which had been cut with own brands with a 16% price increase in May 1993 new? (3) How should Procter & Gamble react sell private label diapers from Kimberly-Clark made to Wal-Mart’s decision?
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from
Mark Parry,
Yoshinobu Sato
Source: Darden School of Business
21 pages.
Release Date: 23 May 1995. Prod #: UV2850-PDF-ENG
Procter & Gamble: The Wal-Mart Partnership A HBR case solution

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