...line of product and would therefore need heavy investment in terms of promotion and advertising. Given the target market – “young customers” – that has been selected for Pink products, Victoria Secret would need to expand its traditional style of advertising in order to reach its target consumers since teenagers and young adults are a difficult group to reach. The second stage in the buyer process is interest. If consumers are interested, they will search for information about the new product. The company should ensure that current information is readily available on the company’s website or other media. After consumers gather the relevant information, they are now at the evaluation stage. This is where the consumer will decide whether trying the product makes sense. The consumer will weigh the benefits and cost of the product relative to competing products. The fourth stage in the buyer process is trial. If the customer perceived value is high, the consumer will try the product on a small scale. If after trying the product, it meets or exceeds the customer expectations, the customer will decide to adopt the new product through frequent or regular purchases. 2. Aspirational groups can be defined as groups to which individuals wish or aspire to belong. Victoria’s Secret is using buzz marketing by enlisting opinion leaders such as Lindsay Lohan and Sophia Bush who has social influence on Pink’s target market to spread the word and promote Pink’s brand...
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...Case Study: Victoriassecret.com Maria Alfaro Electronic Commerce Instructor: Prof. Monique August 21, 2011 Victoria Secret is an American retailer of women's wear, lingerie and beauty products, that has a huge brand recognition and it's well established as the leading retailer in its category around the country. It first opened in 1977 and operated the catalog system, mailing orders, but like many other retailers have done, it launched a Website to operate business directly with customers, on December 4th, 1998. This case study provides general information on how the Web site Victoriassecret.com operates their sales and marketing strategies. Victoria's Secrets Revenue Model The Web site was launched to strengthen and support the Victoria's Secret brand to exceed sales goals, and they use the Web Catalog Revenue Model, where they take advantage of the reputation of the brand, which is a very recognized intimate apparel brand, with sexy supermodels, top photographers and bold advertising, successfully adapting their catalog sales model to the Web, allowing customers to place order through the Website or by telephone. This way the company supplement their long time mail order system. In the Web site they display photos of clothing with their prices, colors, sizes, and availability in their stock. The customers can check the styles very carefully, the fabrics (as they provide a close up in the photo), and they even receive recommendations...
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...Group Consumer Analysis: Victoria’s Secret | MKTG 425-101 | Michelle Fox, Tyler Gullivan, Shannon Johnston, Sara Seeger, Colin Watts | Executive Summary Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. The next logical step is for Victoria’s Secret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’s Secret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’s Secret new baby clothing line is the next logical step in the Victoria’s Secret expansion plan in order to generate more revenue, and capture a different target market. By capturing a different target segment with the baby clothing line, the hope is that these customers will become loyal Victoria’s Secret customers in future years. Table of Contents Executive...
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...the world's best fashion retail brands, offering captivating customer experiences that drive long-term loyalty. Under the continued leadership of founder Mr. Wexner, chairman and chief executive officer, L Brands employs nearly 100,000 associates. Pricing Strategy Victoria’s Secret implements a high-low or promotional pricing strategy. The brand sets a first price that is not outrageously high; however, it allows for plenty of room to allow for markdowns. Permanent markdowns are rare as there is generally only a small clearance area in each store. Instead, Victoria’s Secret utilizes many temporary markdowns through promotions like 5 for $25 panties and holiday sales. Customer Analysis Victoria’s Secret target customers are women between the ages of 18 and 49 who want to own fashionable undergarments and lingerie. 44 percent of Victoria’s Secret customers are between the ages of 18 and 34. The majority of Victoria’s Secret shoppers, 75 percent, are Caucasian, while only 5 percent are Asian and 8 percent are African American. Victoria’s Secret target market includes people who live in cities with malls and have access to the Victoria’s Secret stores. Recently however with Victoria’s Secret website, they have increased their target market to customers who live in small towns without...
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...Market: Victoria’s Secret is a retail brand product of lingerie, clothes and beauty products, which is owned by the Limited Brands Company. It has thousands of retail stores opened in the United States and few in Canada. The Products are available through the retail stores, catalogue and online business. Such fast growing market was established by Roy Raymond in San Francisco during the 1970s. Raymond went beyond from just providing the traditional white cotton piece for underwear that sold in department stores, because he offered different colours, patterns and style that created sexiness. Such sexiness is created by combining European elegance and luxury. A market is defined as the set of actual and potential buyers of a product or service (reference). The current market of Victoria’s Secret consists of woman ranging from different ages, especially the younger women age early 20s to mid-30s will buy and prefer to wear luxuries lingerie in order to feel sexy and impress their partners. Other potential buyers are teenage girls going through puberty (age 13+), because they are becoming more aware of their changing body and feeling more mature. Also, some women would buy other type of products beside the lingerie, such as the Pink product line of clothing or the beauty products. In countries such as Canada and United States, the culture is so diverse that the market consists of different ethnic groups. Other buyers are men who would give gifts to their girlfriend or wife. Such...
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...Unit 7 Case Study Question 1-3 The first question that I would like to answer in this case study about Gillette is that Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What is next? Gillette is solitary of the recognized shaver trademark targeted at man. The shaver has conventional fame and conservative by man who hand over their mug and membrane to Gillette. The technical novelty and promise for excellence and carry on development geared towards the only one of its kind requirements of man, which assist them to sense and give the impression of being their finest subsequent to every use. Gillette has existed victorious in persuasive the globe that supplementary is enhanced, in view to the integer of razor blades and other features of a shaver. To be unbeaten in the industry, it is essential that, a business comprehend the desires of its patrons and make sure that those requirements are gather and existing to clientele. Gillette realizes what man wish in their employ of shaver for their clean up and also appreciate and be acquainted with how to advertise the Gillette trade name to all man around the globe. As well as the scientific novelty and get through has shaped the preponderance excellence and healthy soughed shaver by man approximately the utterance. “From the twin blade (Trac II), the introduction of the triple blade shaving system (Mach 3), and the six...
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...Victoria’s Secret Pink: Keeping the Brand Hot Synopsis This case illustrates the general strategy employed by Victoria’s Secret to acquire a new segment of customers through the introduction of its brand Pink. Pink is a line of “loungewear” (sweatpants, T-shirts, pajamas, bras and panties, pillows and bedding) targeted toward 18-30 year old females. The garments feature comfortable cuts and mostly cotton fabrics in bright colors. New garments are introduced every three or four weeks. The image is one of “cute and playful” versus the more overtly sexy image of the core brand. The case highlights the different promotional approaches that Pink managers are taking in contrast to those of the core brand. This is a lifestyle brand. The Victoria’s Secret chain has been a big driver of financial success for Limited Brands (parent company), and Pink is expected to be a big part of Victoria’s Secret’s sustained growth. Not only does it give the chain a new set of customers, but it brings in customers at a younger age who will then “graduate” up to the Victoria’s Secret core brands. The ethics of the Pink strategy are considered in detail. Discussion Questions 1. Analyze the buyer decision process of a typical Pink customer. Need recognition: This can come from internal stimuli (basic needs such as hunger, thirst, protection) or external stimuli. Considering that people do not purchase fashion brands based on such needs as, “I am cold/naked and need protective...
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...Victoria’s Secret Annual Marketing Plan Table of Content 1. Executive Summary 3 2. Situational Analysis and SWOT 4 2.1 Situational Analysis 4 2.2 SWOT 5 2.3 ANSORFF Product Market Matrix 8 3. Key Issues and New Opportunities 9 3.1 Key Issues 9 3.2 New Opportunities 9 4. Marketing Objectives 9 5. Basic Marketing Strategy 10 5.1 Research 10 5.2 Target Market Identification 10 5.3 Positioning Strategy 11 5.4 Marketing Mix 11 5.4.1 Products 11 5.4.2 Price 12 5.4.3 Place / Dsitribution 12 5.4.4 Promotion 12 6. Co-branding 13 7. Competitive Advantage 13 8. Action Plan 15 9. Controls 17 1. Executive Summary Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. Victoria's Secret is a globally recognized brand with its stunning models known as Runway Angels, and signature pink colour of choice for everything from logo to store décor. Founded in 1977 in San Francisco, Victoria's Secret has become a leader in the intimate apparel industry where a dazzling assortment of lingerie, beauty products, and loungewear can be purchased. The fashion shows, models, stores, and products are the favourites of men and women alike. Nonetheless...
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...Silky Strategy of Victoria’s Secret Chelsea Chi Chang Alice Lin Charlene Mak BEM 106: Strategy Professor McAfee 28 May 2004 1 Victoria's Secret is a retail brand of lingerie and beauty products, owned and run by the Limited Brands company. Victoria’s Secret generates more than $4 billion in sales a year. It is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits. More than 1000 Victoria's Secret retail stores are open in the United States. Products are also available through the catalogue and online business, Victoria's Secret Direct, with sales of approximately $870 million. Victoria’s Secret was established by Roy Raymond in the San Francisco area during the 1970s. Raymond saw an opportunity in taking “underwear” of the time and turning it into fashion. Products stood apart from the traditional white cotton pieces, which department stores offered, with colors, patterns and style that gave them more allure and sexiness. They combined European elegance and luxury. Even the name Victoria’s Secret was meant to conjure up images of 19th-century England. The store went so far as to list a fake London address for the company headquarters. Like Starbucks, Victoria’s Secret markets self-indulgence at an affordable price. By 1982, Raymond had opened six stores and launched a modest catalog operation. He then sold Victoria’s Secret to Limited Brands, which took Victoria’s and sprinted away. Today, Victoria’s Secret enjoys nearly a monopoly position...
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...Promiscuity- A Self-Destructive Behavior in Correlation with a Lack of Paternal Authority: A Single Case Study Rebecca M Bauman 2015 MAR LIB-495-GS001 Abstract Paternal authority, according to the existing literature, is of upmost importance to the healthy psychosexual development of a child. Women who were raised with a lack of paternal authority can often face significant setbacks when dealing with everyday life issues. Promiscuity as a self-destructive behavior has substantial consequences often resulting in mental and physical suffering. This qualitative single case study was designed to explore the correlation of promiscuity- as a self-destructive behavior with women who were raised in single-mother households where there was a lack of paternal authority. A single intrinsic case study was used to explore one woman’s battle with promiscuity. The data obtained formed a narrative generated by the triangulation of psychoanalytical therapy sessions, a client intake form and the woman’s journal. A case analysis was performed and later reviewed by an attending mental health clinician. The results indicated the woman manifests the self-destructive behavior of promiscuity at the expense of poor self-esteem which directly correlates with a lack of paternal authority. The disruption of the woman’s psychosexual development in childhood negatively altered her self-image. The woman uses transference in her intimate relationships as a desperate attempt to gain control of her...
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...Case 12: Victoria’s Secret - Seeking for new business opportunities in the European lingerie market The Victoria’s Secret (owned by US Limited Brands, Inc.) sells women’s intimate and other apparel, personal care and beauty products and accessories under the Victoria’s Secret and La Senza brand names. Victoria’s Secret merchandise is sold through retail stores, its website, www.VictoriasSecret.com, and through its catalogue. Through its website and catalogue, certain of Victoria’s Secret’s merchandise may be purchased worldwide. La Senza products may also be purchased through its website, www.LaSenza.com. In January 2007, Victoria’s Secret completed their acquisition of La Senza Corporation. La Senza is a Canadian specialty retailer offering lingerie and sleepwear as well as apparel for girls in the 7-14 year age group. In addition, La Senza licensees operate independently owned stores in 45 other countries. The results of La Senza are included in the Victoria’s Secret segment The Victoria’s Secret segment had net sales of USD5.604 billion in 2008 and operated 1,043 stores in the United States and 322 stores in Canada, in total 1365 stores. At the moment it is not possible to buy Victoria’s Secret in European stores, except in a London store and on-line .The top-management has now decided that Victoria Secret’s should expand to the European market and if yes: Which markets should be penetrated and how? First some information about the international underwear...
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...Unit 10: Caring for Children and Young People | 10D - Strategies used to safeguard children and young people from abusive and exploitative behavior | Abbie Williams | 02/01/2015 | P4: Explain appropriate responses when child maltreatment or abuse is suspected – There are a variety of different responses of which would be considered appropriate when you believe that a child or young person is being abused or facing maltreatment. You can observe the child over a period of time. Any and all information collected should be written or logged and should be considered carefully, for example listening to the child when he/she is at play. You can also observe the child’s relationship with their parents, carers or guardians and look out for any poor interaction between them. Things that may be said by the child: Mummy hit me Daddy touched me Daddy did this to me last night, but he told me not to tell anyone or he will hurt me again My aunt pulled my hair If you suspect that the child is receiving abuse or is being maltreated, (depending on whether the child is of developmental stage), speak to the child along with their parents/guardians in order to seek out some form of explanation. If you are going to speak to the child, make sure that he/she is comfortable. By feeling uncomfortable this may stop the child from disclosing any further information. By setting up various games for the child to play with, you will therefore be able to interact...
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...P2, P3 and M1 Describe discriminatory practice in health and social care There are many different bases in which discrimination can occur. It may be hard to believe that anyone working in health and social care would discriminate against another person on any of these grounds. Unfortunately it does happen. A person can be discriminated against because of many different reasons including their culture, age, gender and many others. These factors will be described below. Social class - Our social class is apparent from the place where we live. The higher the class, the better the place is kept and maintained. This inequality has also infiltrated health and social care. It has been said that the poor are more likely to get cancer rather than the rich, their chances of survival are also lower. Gender - A person cannot be discriminated against because of their gender. Under the Gender Equality Duty 2007, all organizations, including health and social care services, cannot discriminate unfairly due to a person’s gender. Equal rights of access, health care and rights must be adhered to. Sexuality - Sexual orientation can refer to a person who is gay or lesbian (attracted to the same sex), heterosexual (the opposite sex), or bisexual (both sexes). Discrimination against someone due to their sexual orientation is against the law, If someone feels they are being discriminated against due to this they are able to seek legal help. Health status - Sometimes difficult decisions have...
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...Retail Audit Part A Victoria Secret Group: Natalia Banateanu Jennifer Diep Jeffrey Ho Jim Nguyen Nathan Nguyen Work contribution: As a group, we agreed that everyone did the same amount of work. Our group divided the work by each category and thoroughly took time to research each individual retailing website. Everyone had two categories to work with. “Retail Site Preference” was completed as a group. Retailers for running shoe: Jim Comparison in shopping outline and local store experience for athletic running shoes: Jim Advantages and disadvantages for online consumerism: Jennifer Product quality: Natalia Price: Jeffrey Suggestive selling: Nathan Website features: Jeffrey Design to websites: Jennifer Ease of website: Natalia Closing of Sale: Nathan Retail site preference: Worked together as a group First Run through Editing: Jennifer Second Run Through Editing: Natalia References: Jennifer, Jim and Jeffrey Retailers for Running Shoes Why Footwear Retailing? The athletic footwear market is an ample industry that continues to grow. In 2011, the athletic footwear market was valued at $74.7 billion and is projected to reach $84.4 billion by 2018 (Team, 2013). Yet more than ever before, it seems the functionality of athletic shoes is not enough to sell the product. Today, consumers also want to make fashion statements with their footwear. This trend is present among professional athletes. The four online retail websites Nike, Adidas, Under Armour...
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...com ------------------------------------------------- Education: Everest College: May, 2012 ------------------------------------------------- Certificate/ Medical Assistant ------------------------------------------------- Skills Charting/ Appointment books Call Rep/Volunteer Microsoft Word(Word, Office , Excel, PowerPoint ,Outlook ,Data Entry ) Sales and Marketing Finance and Cash Handling ------------------------------------------------- Keyboarding skilled(40 wpm) ------------------------------------------------- Experience Health Management Systems: Irving, TX September, 2015 to November, 2015 Casualty Case Worker * Verifying cases * using telephone etiquette * Providing excellent customer service * Evaluating cases for recipients * Filing, Faxing, Mailing Data Entry May, 2013 to June, 2015 Omni Hotel: Dallas, TX Ideal Service Representative * Answering phone calls inbound and outbound * Filing * Problem Solving * Process Reservations * Complete request from Guest &Co-Workers Express Retail January, 2013 to April, 2013 Farmers Branch, TX Sales Supervisor * Sales to customers * Meeting sales goals everyday hourly * Providing great customer service * Attending to fittings for customers choice of clothing * Cash handling * Placing orders over the phone/search for products or clothing in stock check. First...
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