For a glimpse of the daunting challenge facing Procter & Gamble Co.'s chief executive, Alan G. Lafley, look no farther than the paper towel aisle at McCaffrey's supermarkets, p&g's Bounty brand has long been king at the small Yardley (Pa.)-based chain, posting year after year of solid sales gains. So McCaffrey's marketing director, Rick Bozzelli, was more than a little surprised by what happened last year: Bounty's sales dipped. At the same time, Scott—a brand that just five years ago had been left for dead—was a quicker picker-upper in sales. "I never expected that the competition would knock Bounty off its upward track," Bozzelli says.
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