LEGGS PRODUCTS INC(A)

Submitted by Debadipta- F08076 Neha - F08097 Ganesh - F08080 Gurpal - F08082 Gavin - F08110 Cerys - F08063

Problem

Specific alternatives to employ for Leggs Pantyhoses first national promotion during the coming fall season.

OBJECTIVE
Generate Increase

profitably the largest number of incremental sales. trial rate in low BDI markets and repeat purchases in high BDI areas.

About THE COMPANY

Introduced

first in 1970(roll out marketing strategy followed) for 25% of hosiery volume done by food and drugs outlets market share- largest selling single brand in the hosiery industry

Accounted 5-6%

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
Leggs-

new product for supermarket and drug store

Test marketing results

40

% of potential women had tried awareness increased by 80%,25% of all women listed Leggs as their regular brand. products - Sheer from tummy to tots pantyhose, queen-size etccannibalized existing product to some extent.

New

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 Leggs- $1.9 No Nonsense $0.99

Alternatives 40c off twin pack offer.

25c A A

twin pack offer

coupon mailed to homes worth 25c off one pair of Leggs. 20c off single pack offer.

Sales estimation

20c off single pack- 480000(80%) dozens per week at reduced prices ; 10% immediate increase in sales; 10%long term increase. off double pack- 360000(60%) dozens at reduced prices, 10% immediate increase in sales- no long term effect. similar as 40c pack. redemption- 8%

40c

25c

Coupon

suggestions
Advertise

Nationally at 10% off.

Low

BDI Areas Push single packs of 10% off. BDI Areas Push double packs of 10% off but also keep single packs available.

High

THANK YOU