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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 year

INNOVATION

Bounty hasn't had a brandwide upgrade since 1994

PRICING

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

TURNOVER

Bounty has had four brand managers over the past 18 months

ADVERTISING

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%


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