We don't hear about Wal-mart deciding to place Procter & Gamble's laundry detergent on the fourth row down and their private label at eye level in the store, do we?

Because that's not at all how Walmart operates. All of the laundry detergent is on the same aisle and the generic versions are immediately next to their brand-name equivalents.

They can put brand option on the bottom shelf while the store brand generics on the mid/top shelf so its easier for customers to pick up.