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Over the past six months, Procter & Gamble has said that 50% of its volume was on “value pricing” its code for every-day low prices and that the company expected to save $175 million from its complete shift to EDLP. But a new report from Salomon Bros. offers a cautionary note. In 10 of 11 household-product categories the survey tracked, Procter’s dollar marketshare in supermarkets fell in 1992.
In powdered laundry detergents, Procter dropped from 62.7%
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