Procter & Gamble, Private-label Brands, and the Wal-Mart Partnership (A)

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Compact case

Condensed version

Reference no. UVA-M-0654

Subject category: Marketing

Authors: Mark E Parry (Darden School of Business, University of Virginia); Paul W Farris (Darden School of Business, University of Virginia); Richard R Johnson (Darden School of Business, University of Virginia); Yoshinobu Sato (University of Marketing and Distribution Sciences)

Published by: Darden Business Publishing

Originally published in: 2001

Version: 21 May 2018

Revision date: 4-Jun-2018

Length: 4 pages

Data source: Published sources

Topics: Marketing strategy; Pricing; Marketing:pricing

Share a link: https://casecent.re/p/4496

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Abstract

This is a condensed version. The case describes Procter & Gamble's adoption of value pricing, Wal-Mart's introduction of premium store brands, and the evolution of Wal-Mart's relations with its major vendors. In early 1994, Kimberly-Clark agreed to manufacture private-label training pants for Wal-Mart. Students must decide how Procter & Gamble should respond to Wal-Mart's decision to sell private-label diapers manufactured by Kimberly-Clark.

Industry:

Consumer goods