1. If you were a brand manager at P&G, what strategies would you pursue to encourage consumers to focus less heavily on price?

2. If you were a brand manager at P&G, what strategies would you use to protect product categories that are usually resistant to private labels?

3. If you were a manager at The Kroger Co., what strategies would you pursue to encourage consumers to focus more heavily on price?

4. If you were a manager at The Kroger Co., what strategies would you use to encourage consumers to buy private labels in more product categories? In what product categories do you see opportunities for private labels?