P&G'S SWIFFER WETJET HITS TURBULENCE

Price Lowered to Compete With Rival Clorox Brand

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has flinched in the bucketless mop war, lowering the suggested retail price of its Swiffer WetJet starter kits last week for the second time this year.

The new price for the motorized WetJet will drop to $24.99 from $39.99. The WetJet, launched last year at $49.99, will now sell for the same price as the rival manual-pump Clorox ReadyMop.

A P&G spokeswoman

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said the price cut aims to build distribution in supermarket chains, many of which have balked at WetJet's price.

Launched last August, WetJet had sales of only $822,000 through Feb. 24 according to Information Resources Inc. figures that include supermarkets but not Wal-Mart Stores, which has been WetJet's primary outlet.

Clorox Co.'s ReadyMop, launched in January, already had sales of $12.5 million through Feb. 24, per IRI.

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