Subject category:
Marketing
Published by:
Darden Business Publishing
Version: 21 May 2018
Revision date: 4-Jun-2018
Abstract
In early 1994, Kimberly-Clark agreed to manufacture private-label training pants for Wal-Mart under the ''Atta-Boy!'' and ''Atta-Girl!'' labels. To place this decision in perspective, the case describes Procter & Gamble''s battle with Kimberly-Clark for market share in the disposable-diaper market. The case also describes Procter & Gamble''s adoption of value pricing, as well as Wal-Mart''s introduction of premium store brands. Students must use this information to answer three questions: (1) How should Procter & Gamble respond to the introduction of Huggies Supreme with Velcro fasteners? (2) What should Procter & Gamble do with Luvs disposable diapers, which had been repositioned against private labels with a 16 percent price cut in May 1993? and (3) How should Procter & Gamble respond to Wal-Mart''s decision to sell private-label diapers manufactured by Kimberly-Clark?
About
Abstract
In early 1994, Kimberly-Clark agreed to manufacture private-label training pants for Wal-Mart under the ''Atta-Boy!'' and ''Atta-Girl!'' labels. To place this decision in perspective, the case describes Procter & Gamble''s battle with Kimberly-Clark for market share in the disposable-diaper market. The case also describes Procter & Gamble''s adoption of value pricing, as well as Wal-Mart''s introduction of premium store brands. Students must use this information to answer three questions: (1) How should Procter & Gamble respond to the introduction of Huggies Supreme with Velcro fasteners? (2) What should Procter & Gamble do with Luvs disposable diapers, which had been repositioned against private labels with a 16 percent price cut in May 1993? and (3) How should Procter & Gamble respond to Wal-Mart''s decision to sell private-label diapers manufactured by Kimberly-Clark?