Walmart is well known for its Everyday Low Price (EDLP) model. Although EDLP appears to be a pricing model, it is primarily used to differentiate the retailer from others. Evidence that EDLP is not always a pricing strategy lies in the fact that EDLP “does not charge a lower price on all goods” (Lal and Rao, 1997, p. 97). This means that EDLP is a strategy to differentiate yourself, not to always offer the lowest possible prices. “Walmart’s mission statement is “We save people money so they can live better” (Walmart, 2014), which indicates that Walmart’s pricing structure is how it serves its customers. Having decided what message to convey to its customers, a retailer must then decide how best to get the message across. This can include television, radio, newspapers, direct mail and many other methods. It is important for retailers to keep in mind the cost associated with promotion so that it does not unintentionally inflate the cost of goods. However, if this retailer does not promote enough, it will fail to attract the customers it needs.