THE MARKETING 100;BOUNTY MARK KETCHUM

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It might seem the perfect setup for failure: Procter & Gamble Co.'s Bounty paper towels entered the 1990s and an emerging recession as a premium brand in a category with growing private-label presence.

Instead, Bounty doubled its volume in six years while maintaining prices at least 10% higher than competing brands. For the 52 weeks ending Feb. 25, the brand led the $2.1 billion paper-towel category with a 38.5% market share, according to Information

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