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.

Women's hosiery, except socks, Marketing, Clothing industry, Sara Lee Corp., SLE

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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.

Market Targeting & Approach, Methods, Analysis, Market strategy

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