The long-term strategic goal of increasing consumer value and brand loyalty, CRP's need for
simple and stable pricing, and the need to reduce pricing complexity to improve quality in the
ordering process all supported the decision to replace existing pricing structures with a simplified
"value-pricing" program. This new pricing program was introduced initially for dishwashing
liquids, where this new pricing approach was accepted, generally without much resistance. As the
pricing change became accepted generally, although not universally, value pricing was gradually