Sara Lee's hosiery clings to quality
Article Abstract:
The secret to Sara Lee's (SL) marketing success with hosiery has been that it has not looked at the product as a commodity. Each brand that SL manufactures begins as a quality product. Then merchandising, packaging and advertising are used to position the hosiery as a premium product. SL has further enhanced its brands by marketing innovations, such as retail partnerships, and by consumer input on product satisfaction. SL controls a 44% share of the $2.2 billion women's US hosiery market.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Setting the stage for creative new products: investigating the idea fruition process
Article Abstract:
An examination on the idea fruition process, an organization need to understand, is presented. The prerequisites for an organization to better understand, before adapting new products, are also discussed.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 2006
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