--- title: "Meaning & Key Takeaway of: In February 2010, Ad Age reported that…" description: "\"“In February 2010, Ad Age reported that Wal-Mart had consolidated its stocked range of food bags from three brands, Ziploc, Glad and Hefty, down to the..." image: "https://sms4smile.com/quotes/i/78a/greg-thain-1820_bottom-line_in-february-2010-ad-age-reported-that-wa_1736253.jpg" --- # In February 2010, Ad Age reported that Wal-Mart had… ![“In February 2010, Ad Age reported that Wal-Mart had consolidated its stocked range of food bags from three brands, Ziploc, Glad and Hefty, down to the market leader, Ziploc, and their own Great Value private label offering.3 Pactiv, the makers of Hefty, gained the consolation prize of the contract…” quote by Greg Thain](https://sms4smile.com/quotes/i/78a/greg-thain-1820_bottom-line_in-february-2010-ad-age-reported-that-wa_1736253.jpg) [Download](https://sms4smile.com/quotes/i/78a/greg-thain-1820_bottom-line_in-february-2010-ad-age-reported-that-wa_1736253.jpg) [Open image](https://sms4smile.com/quotes/i/78a/greg-thain-1820_bottom-line_in-february-2010-ad-age-reported-that-wa_1736253.jpg) > ““In February 2010, Ad Age reported that Wal-Mart had consolidated its stocked range of food bags from three brands, Ziploc, Glad and Hefty, down to the market leader, Ziploc, and their own Great Value private label offering.3 Pactiv, the makers of Hefty, gained the consolation prize of the contract to manufacture the Great Value products, whereas the owners of Glad lost their entire food bag business in Wal-Mart. Wal-Mart could do this easily as, unlike many other retailers, they consolidate all manufacturer payments into the buying price and pass on most of the benefit to the shopper in lower prices. Retailers who take manufacturer payments to their bottom line are sometimes unwilling to give up the short-term benefit of such payments for the longer-term return of better margins from their private label. The secondary brands that are targeted by private label are usually big payers of trade spend to make up for their lower level of consumer appeal versus the top brands.”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Wal‑Mart leveraged its buying power to favor its own private label, squeezing out competing brands and passing savings to shoppers. **In simple terms:** Wal‑Mart used its size to push its own brand and lower prices, hurting other brands. Key Takeaway Consider how scale can reshape market competition. Themes competition private label retail strategy trade spend Mood analytical critical business‑focused Type observational strategic industry‑analysis When to use this quote - retail negotiations - private‑label launches - supplier contracts - price‑sensitivity analysis Key Concepts economics brand dynamics consumer pricing Questions to Reflect On - How does private‑label dominance affect brand diversity? - What are the long‑term effects on supplier innovation? A Different Perspective May reduce consumer choice and hurt smaller suppliers. ★ ★ ★ ★ ★ No ratings yet [Bags Brands](https://sms4smile.com/quotes/about/bags-brands-1478192/) [Bottom line](https://sms4smile.com/quotes/about/bottom-line/) [Brands Ziploc](https://sms4smile.com/quotes/about/brands-ziploc-1478191/) [Business](https://sms4smile.com/quotes/about/business/) [Consolation prize](https://sms4smile.com/quotes/about/consolation-prize/) [Consolidated Stocked](https://sms4smile.com/quotes/about/consolidated-stocked-1478195/) [Customer](https://sms4smile.com/quotes/about/customer/) [Leadership](https://sms4smile.com/quotes/about/leadership/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Retailers Consolidate](https://sms4smile.com/quotes/about/retailers-consolidate-1478193/) [Ziploc Glad](https://sms4smile.com/quotes/about/ziploc-glad-1478194/) ## Related quotes > [I understand that it's the music that keeps me alive... That's my lifeblood. 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A battered fedora that looked as if it had blown off of Humphrey Bogart during the filming of…](https://sms4smile.com/quotes/suzanne-brockmann/his-consolation-prize-was-a-hat-a-battered-fedora-that-looked-as-if/) [Suzanne Brockmann](https://sms4smile.com/quotes/author/suzanne-brockmann/) ## More by Greg Thain > [“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. 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