SpongeTowels Paper Towels (E)
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | 52 weeks ending Dec 22, 2007 |
Start of Advertising/Communication Effort: | September 2006 |
Base Period for Comparison: | 52 weeks ending Dec 24, 2007 |
a) Introduction:
Despite consumer research showing that consumers preferred using SpongeTowels on a number of functional measures, Bounty—the market leader—continued to dominate consumer perceptions for quality and efficacy year after year.1
Following completion of the transition from the ScotTowels name (discussed later) SpongeTowels had disappointing market share because of aggressive category activity. It was evident that SpongeTowels would have to target Bounty's category superiority once and...