L’EGGs PRODUCTS INC.(A)
Transcript of L’EGGs PRODUCTS INC.(A)
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L’EGGS PRODUCTS INC(A)
Submitted byDebadipta- F08076
Neha -F08097Ganesh- F08080Gurpal- F08082Gavin- F08110Cerys- F08063
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PROBLEM
Specific alternatives to employ for L’eggs Pantyhose’s first national promotion during the coming fall season.
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OBJECTIVE
Generate profitably the largest number of incremental sales.
Increase trial rate in low BDI markets and repeat purchases in high BDI areas.
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ABOUT THE COMPANY
Introduced first in 1970(roll out marketing strategy followed)
Accounted for 25% of hosiery volume done by food and drugs outlets
5-6% market share- largest selling single brand in the hosiery industry
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SUPERMARKET AND DRUGSTORE RETAIL FORMAT
Share- 12% supermarket 6% drug store
Advertising based on cost only; high stock outs; low ROI for retailers; low quality image; no brand loyalty; products lacked consistency
L’eggs- new product – for supermarket and drug store
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TEST MARKETING RESULTS 40 % of potential women had tried awareness
increased by 80%,25% of all women listed L’eggs as their regular brand.
New products - Sheer from tummy to tots pantyhose, queen-size etc- cannibalized existing product to some extent.
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COMPETITION Major competitors- Kayser-Roth Corporation
“No Nonsense Pantyhose and Burlington Industries “Activ Pantyhose”.
No Nonsense- backdoor delivery Activ- Cigar an news stands. Activ- $1.00 L’eggs- $1.9 No Nonsense – $0.99
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ALTERNATIVES 40c off twin pack offer.
25c twin pack offer
A coupon mailed to homes worth 25c off one pair of L’eggs.
A 20c off single pack offer.
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SALES ESTIMATION 20c off single pack- 480000(80%) dozens per
week at reduced prices ; 10% immediate increase in sales; 10%long term increase.
40c off double pack- 360000(60%) dozens at reduced prices, 10% immediate increase in sales- no long term effect.
25c – similar as 40c pack.
Coupon redemption- 8%
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SUGGESTIONS
Advertise Nationally at 10% off.
Low BDI Areas – Push single packs of 10% off.
High BDI Areas – Push double packs of 10% off but also keep single packs available.
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THANK YOU