v Co n t e n t s Acknowledgements viii 01 02 Is Walmart the best-positioned retailer on the globe? 1 Rise of consumerism Arrival of the boom times 6 4 03 House of (Walmart) brands 12 Shifting away from national brands 16 Great values 22 The globalization of private label 26 The brands behind the private labels 32 04 Don't aggravate the customer 39 I can't believe it's not on shelves 39 We didn't add back 3,000... no it was more like 9,000 40 SKU rationalization: far from perfection but a vital process 41 Doing more with less 43 Outsmarting the elephant 44 05 It's an EDLP world 49 The consumer advocate and king of deflation 49 Recession lesson #1: never take your eye off the customer 52 The path to efficiency 54 How Walmart broke the supermarket pricing model 56 Too concerned with trading down over trading out 58 No need for weapons of mass distraction 59 Preço Baixo Todo Dia: is it an EDLP world? 60 EDLP doesn't exist without EDLC 61 Kakaku Yasuku ­ EDLP implementation isn't always seamless 62 Walmart versus inflation 66 06 Walmart and its suppliers 72 Walmart and its suppliers: the evolution of collaboration 72 Canoeing with P&G 73