Test Marketing Proved the Viability of the L eggs Program

Test Marketing Proved the Viability of the Leggs Program

The Leggs program was tested in four medium- sized U.S. cities. A high-level plan was tested in Milwaukee, Wisconsin, and in Sacramento, California. A low-level plan was tested in Kansas City, Missouri, and in Portland, Oregon. The four markets covered approximately 3.6 percent of all U.S. television households. These markets were selected to be representative of the total United States. They had sufficient sales to allow national projections. They had a typical media structure. They represented the national average in terms of receptivity to new product introductions . They also had an ethnic and economic balance. Finally, they were ideal from a distribution standpoint. These markets were controlled by relatively few retail chains, which lessened sell-in burdens.

Leggs was test-marketed for seven months. In the test markets, the program was far more successful than originally anticipated with both the high-level and the low-level spending plans. The results, in terms of high trial, repeat sales rates, and overall consumer satisfaction, demonstrated that the opportunity had been accurately assessed. There was room for a carefully developed new hosiery program of this type. Test marketing began in January 1970, leading to a June decision on the first regional rollout, which took place in the fall.