SpongeTowels Paper Towels (E)

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.

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...

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