Nundies Case Study

dies case study

Seminar 3 – Nundies case Study:

1. How would you characterise the situation facing Advanced Materials with respect to Nundies in January 2008?

* AM was appointed to consider future marketing initiatives for Nundies.

* Nundies is a single use, disposable panty that sticks to the inseam of womens pants, leggings, etc.

* There was success in getting Nundies into stores – fashion media and retail trade (department stores in 40 countries, online, boutiques)

* AD wanted to get the product off the shelfs, as reorders were falling.

* Even though AD shipped 11383 units of Nundies to stores, the store repurchase rate did not meet expectations. (6% stores placed for additional units)

* Launch program had yielded publicity, stimulated store buyer interest & promoted store decisions to stock and display the product.

* BUT AD thought new initiatives needed to boost unit online and reorders.

Development since 2006:

History:

Trends: most women hated panty lines but wanted to maintain a degree of protection while going commando.

Size:

Growth:

Development:

Initial launch: yielded considerable publicity, stimulated store buyer interest and promoted store decisions to stock and display the product.

2. How would you describe the introductory program for Nundies, including the target market, value proposition, and each marketing mix?

Introductory program:

Target market: 36.7 million women between the ages of 15 and 60 in households with an annual income of $25 000 or more. (too big target market)

Value proposition: The value proposition of Nundies is represented by ultra-thin nylon and lycra liners designated for women who dislike panty lines and do not like to wear panties or thongs. The new product helps women maintain a degree of protection when they decide not to wear underwear.

* Reorders from 15 stores for 1777 units

* Online sales sold through Nundies totalled 285 units

Price: retail price for a...