The main thrust of the original consumer promotion was to achieve trial and retrial by women in the target audience as broadly and as deeply as possible at a reasonable cost per woman. This was primarily done through the use of high-value coupons. The promotion plan consisted of sending high-value direct-mail store coupons to 50 [...]
Monthly Archive for August, 2009
To promote L’eggs during the introduction, a great deal of television advertising was done, along with some print advertisements to support the television ads. This advertising was front-end-loaded, with the largest portion of the advertising dollars being spent during the first few weeks of the introduction. Because the program was rolled out eleven different times [...]
The primary objective of the initial L’eggs advertising was to convince women that L’eggs was the best-fitting hosiery they could buy. A single line was developed that summed up the entire L’eggs position. This line was intended to create permanent brand registration in the minds of consumers by inextricably tying the product and its name [...]
Service was identified as the main obstacle to the successful marketing of a hosiery brand in supermarkets. Most retailers were unwilling to service a new brand of hosiery. Therefore, Hanes designed the L’eggs distribution system so that there would be no risk and no investment for retailers. This eliminated the barriers identified during meetings with [...]
Pricing was a very important part of the original marketing mix. The original price points represented a good deal for the consumer. These prices were in the average price range for supermarkets and drugstores, making L’eggs an excellent price/value product compared to the variable-quality hosiery products offered in these stores. Consignment terms were offered to [...]