Never meant to imply that Costco, (Or Kirkham), isn't a class act... sorry.
I guess that I am basing my opinion on a article published a few years ago where Vlasic pickles got killed. In summary, Vlasic had spent an enormous amount of resources to convince the consumer, (us), that it was worth paying a premium for their product, (kept in the refridgerator section - not the pickle isle). When they sold their pickle at Walmart, in a 1 gallon jar, it decimated their higher margin grocery store sales.
So my point is, assuming I'm actually making one
, is that Vlasic didn't need WalMart (larger sales at lower margins) and it may have contributed to their demise.
That's what I meant by diluting the brand... again, my experience is very limited in this area, so maybe my example is using a baseball bat to swat a fly
- Dan