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Concentrate on 'small' to win precious real estate

Unilever may be onto something in the quest to maximize space on cluttered store shelves. At Wal-Mart, Unilever has introduced an All sub-brand called Small & Mighty.

Pw 10053 Shelf Impact Dept Logo

The 32 oz of liquid inside each bottle is 3X concentrated. That means 32 oz of All Small & Mighty, retailing for $3.97, cleans 32 loads of laundry, while 100 oz of regular All cleans 32 loads for $4.37. All Small & Mighty fits perfectly with Wal-Mart’s lowest-price/value proposition. From a packaging standpoint, here’s the real deal. Twenty-one of the 32 fl oz All Small & Mighty bottles fit in the same shelf space as eight of the 100 fl oz All bottles. In identical shelf space at my local Wal-Mart, the retail ring per shelf set is $83.37 for All Small & Mighty vs. $34.96 for regular All.

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