ting Research Corporation of America to conduct. These two companies conducted surveys to determine whether women would buy pantyhose in supermarkets and drug stores, assuming they could be assured of good quality. The results of these surveys indicated that women would.
Based on these results, Mr. Elberson went to the New York advertising agency of Dancer-Fitzgerald-Sample (DFS) and asked it to design a package and an integrated merchandising approach. The marketing strategy that DFS developed was based on an understanding of the marketing mix for L'eggs pantyhose, and encompassed the elements discussed hereafter.
The product--what is its definition, its values and benefits, its positioning, and its physical dimensions? Roger Ferriter, a package designer, hatched the name L'eggs and the plastic egg.
The segments--who are the target audiences, what are their requirements? The product was positioned toward busy, working women who required quality pantyhose.
The delivery system--how will the product be brought to the user? Hanes decided to sell to retailers on a consignm
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