Procter & Gamble (P & G) introduced disposable diapers in the U.S. in 1961. Since its launch in 1968, Kimberly-Clark (KC) struggled with P & G for market leadership with P & G preserving the leading for most of the more than three decades. In the late 1990s, however, KC began to move away from P & G. As of August 1999, KC had 44 percent share of $ 4.2 billion in the U.S. market, while the share of P & G fell by 36%. As some retailers began falling from their shelves Pampers, P & G executives wondered what they could do to keep the distribution and reverse the decline in the share of the market for disposable diapers. "Hide
by Mark Parry Source: Darden School of Business 13 pages. Publication Date: June 20, 2001. Prod. #: UV2912-PDF-ENG
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