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Article: P&G EYES LEAD IN DIAPERS NOT BEING RASH: MARKETER POISED TO OVERTAKE K-C IN CATEGORY DOLLARS.
- Article from:
- Advertising Age
- Article date:
- April 5, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Procter & Gamble Co., encouraged by its first share increase against rival Kimberly-Clark Corp. in five years, is within striking distance of regaining undisputed leadership of the $3.9 billion diaper category.
Helped by both marketing missteps on the part of its rival and a new strategy to focus on claims beyond wetness protection, P&G now leads K- C in volume sales of diapers, according to Information Resources Inc. figures supplied by the company. But it still lags behind in dollar share.
The marketing giant aims to tip the balance with a faster-than-normal rollout of a revolutionary new product, Pampers Rash Guard, and the enlistment of some unusual ...