- 31Sending a Message with Pricing
- 30Creating Packaging That Communicated the Benefit
- 29The Creation of Appropriate Product and Brand Names
- 28Expanding the Product Line
- 27Formalizing the Marketing Plan Elements
- 26Proving that Zicam Really Works
- 25Funding the Venture for Growth
- 24From Idea to Financially Viable Business Venture
- 23The Birth of a Winning Idea to Reduce Cold Systems
- 22Effectiveness Leads to Repeat Purchases
- 21Convenience and Flexibility Are the Lessons to be Learned from L’eggs
- 20The Vision Is to Continue to Be a Solution Brand
- 19System Established to Monitor Consumer Needs
- 18New Products Became a Major Focus for L’eggs
- 17A Good Beginning and a Willingness to ChangeWere the Keys to Longevity
- 16Thirty Years Later, the Market Has Changed
- 15The L’eggs Investment Eventually Exceeded All of Its Financial Objectives
- 14No Significant Competition Was Expected
- 13Test Marketing Proved the Viability of the L’eggs Program
- 12Publicity Was Used to Help Spread the Word
- 09L’eggs Made It Convenient for the Consumer to Find the Product
- 07Trial Was Stimulated by Coupons
- 05Television Was the Primary Medium Used to Introduce L’eggs
- 03All Advertising Announced ‘‘Our L’eggs Fit Your Legs’’
- 02An Offer the Trade Couldn’t Refuse
- 01Pricing Represented a Good Deal for Consumers and Retailers