Problem:
Procter & Gamble and Walmart are key partners in a shared channel. P&G is one of Walmart's biggest suppliers, and Walmart provides extremely detailed scanner data about customer purchases of P&G products. Walmart has begun selling its own brand of Sam's Choice laundry detergent in bright orange bottles alongside P&G's Tide, but for a greatly reduced price. What do you think will be the impact of this new product on what has been a stable channel relationship?