Because of capacity considerations and the unusual sales/distribution program, with its requirements for personnel and training, L’eggs had to expand region by region and required approximately three years to become fully national. The anticipated start-up costs and gradual buildup of distribution and consumer acceptance prevented L’eggs from achieving a profit during its expansion phase. However, the program became highly profitable in the fourth year. The actual financial results exceeded all anticipations, as L’eggs became the dominant brand of hosiery in the food and drug trade in every market it entered.
Marketing Strategic Planning Related
- Convenience and Flexibility Are the Lessons to be Learned from L’eggs
- The Vision Is to Continue to Be a Solution Brand
- System Established to Monitor Consumer Needs
- New Products Became a Major Focus for L’eggs
- A Good Beginning and a Willingness to ChangeWere the Keys to Longevity
- Thirty Years Later, the Market Has Changed
- No Significant Competition Was Expected
- Test Marketing Proved the Viability of the L’eggs Program
- Publicity Was Used to Help Spread the Word
- L’eggs Made It Convenient for the Consumer to Find the Product
- Trial Was Stimulated by Coupons
- Television Was the Primary Medium Used to Introduce L’eggs
- All Advertising Announced ‘‘Our L’eggs Fit Your Legs’’
- An Offer the Trade Couldn’t Refuse
- Pricing Represented a Good Deal for Consumers and Retailers
- A Wrinkled and Strange-Looking Product
- A Harmonious Image Was Created Through the Name, Package, and Display
- The Research Resulted in a Series of Ambitious Objectives
- Distribution Would Require Extreme Retailer Convenience
- Consumers Liked the Idea of a Major Food and Drug Brand
- A Market Without a Major Brand
- L’eggs Began with a Series of Exploratory Research Projects
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Tags
- Accelerating the Buying Process
- Anatomy of a Buying Decision
- Benefits Must Be Perceived by Customers
- Consumer and Retailer Convenience is Critical
- Effectiveness Leads to Repeat Purchases
- Elevating the Buying Process
- How Customers Perceive Value and Risk
- How to Qualify Customer Problems
- How to Quantify PIP Solutions
- How to Sell the Customer's Return
- Positioning and Partnering to Propose High-Margin Value Propositions
- Preemptive Ventures Are Often Winners
- Reverse-Engineering the Buying Process
- Sample Marketing Plans
- Successful Marketing Plans Eliminate the Negatives
- Successful Marketing Plans Often Solve Consumer Problems
- The Cause and Effect of Business Value
- The Sales Process-Redefined
- The Value of Customer Relationships
- What Customers Really Want
- What Customers Think About