Procter &Amp; Gamble, Private-Label Brands, and the Wal-Mart Partnership (B)

Abstract

In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the U.S. disposable diaper sector in five years. However, Sam’s Club de-listed P&G’s Pampers from most of its stores that August, limiting its diaper offerings to K-C’s Huggies and its own private label brand White Cloud, introduced that same year. By mid-2000, P&G’s stock had lost more than half its value, and the nature of the company’s “special relationship� with Wal-Mart was being called into question.This case is a supplement to UVA-M-0654.

Keywords: marketing strategy, pricing