Table: How Bounty Got Rolled

P&G's Bounty still dominates paper towels, but missteps helped Kimberly-Clark's Scott brand gain market share last yearINNOVATION

Bounty hasn't had a brandwide upgrade since 1994PRICING

Facing soaring pulp costs, P&G raised Bounty prices 9% last April; Kimberly responded with just a 6% hikeTURNOVER

Bounty has had four brand managers over the past 18 monthsADVERTISING

P&G slashed its advertising spending on Bounty by 31% in the first 10 months of 2000, but Kimberly accelerated its spending on Scott by 16%

Later, Baby

(enter your email)
(enter up to 5 email addresses, separated by commas)

Max 250 characters

blog comments powered by Disqus