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Case
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Reference no. UVA-M-0643
Subject category: Marketing
Published by: Darden Business Publishing
Published in: 2001
Length: 13 pages

Abstract

Procter & Gamble (P&G) introduced disposable diapers in the United States in 1961. Since entering the market in 1968, Kimberly-Clark (K-C) had battled with P&G for market leadership, with P&G maintaining the lead for the majority of over three decades. In the late 1990s, however, K-C began to pull away from P&G. By August 1999, K-C held a 44 percent share of the $4.2 billion U.S. Market, while P&G''s share had declined to 36 percent. As some retailers began dropping Pampers from their shelves, P&G executives wondered what they could do to retain distribution and reverse the downward trend inthe company''s share of the disposable diaper market.

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Abstract

Procter & Gamble (P&G) introduced disposable diapers in the United States in 1961. Since entering the market in 1968, Kimberly-Clark (K-C) had battled with P&G for market leadership, with P&G maintaining the lead for the majority of over three decades. In the late 1990s, however, K-C began to pull away from P&G. By August 1999, K-C held a 44 percent share of the $4.2 billion U.S. Market, while P&G''s share had declined to 36 percent. As some retailers began dropping Pampers from their shelves, P&G executives wondered what they could do to retain distribution and reverse the downward trend inthe company''s share of the disposable diaper market.

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