...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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...based upon the study of “Victoria’s Secret” Brand, it describes the brand’s evolution and its product line. The research covers semiotic analysis of Victoria’s Secret in terms of the Brand Ambassador, Visual Promotion material like Print Media, Brand Logo and other Graphics used in its promotion. However, the research does not cover in depth study of: marketing strategies, history and its several Product lines. “Buy the product, get the girl; or buy the product to get to be like the girl so you can get your man” CONTENT TOPIC PAGE NUMBER OBJECTIVE………………………………………………………………………… SIGNIFICANCE………………………………………………………………….. LIMITATIONS…………………………………………………………………… 1. INTRODUCTION…………………………………………………………. 2. …………………………………………………………………………………. 2.1 The history of Victoria secret……………………………………. 2.2.1 The origin…………………………………………………………………………………. 2.2.2 A brief timeline…………………………………………………………………………. 2.2 VICTORIA SECRET PRODUCTS……………………………………. 2.3 SEMIOTIC ANALYSIS 2.3.1 Ad campaign 1 2.3.2 Ad campaign 2 2.3.3 Ad campaign 3 2.3.4 Ad campaign 4 3. CONCLUSION AND SUMMARY……………………………………. OBJECTIVES: * Introduction to Victoria’s Secret * Evolution Of the Brand * A brief on the Product...
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...Company Analysis Founded in 1963 by Leslie H. Wexner in Columbus, Ohio, L Brands (NYSE: LB) has evolved from an apparel-based specialty retailer to a segment leader focused on women's intimate and other apparel, personal care and beauty categories that make customers feel sexy, sophisticated and forever young. L Brands sells its merchandise through specialty retail stores in the United States and Canada, which are primarily mall-based, and through websites, catalogue and international franchise, license and wholesale partners. L Brands is committed to building a family of 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...
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...PEST ANALYSIS OF VICTORIA’s SECRET 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 on the retail of intimate apparel in the US. The typical bra that once sold...
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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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...& 4 4. Visions………………..page 4 5. Goals: financial and non-financial………………..page 4 & 5 6. Core Competency and Sustainable completive advantage……….page 5 7. Situation Analysis: SWOT, industry, competitors, company, customer…..page 5 - 8 8. Market-Product focus: objectives, targets, unique quality, packaging…..page 8 - 11 9. Price strategy………………..page 12 10. Promotion Strategy………………..page 12 11. Distribution Strategy………………..page 13 12. Financial Data and projection………………..page 13 13. Past sales revenue………………..page 13 14. Five year projection…………………page 13 & 14 15. Organization………………..page 14 16. Recommendations………………..page 15 17. Implementation Plan………………..page 15 & 16 18. Evaluation and control………………..page 16 19. Conclusion………………..page 16 & 17 Company Description Victoria’s Secret began in 1977 in San Francisco. It was started by a graduate student named Roy Raymond. He came up with the idea to create a specialty store because he wanted to buy lingerie for his wife but felt embarrassed to do this in a large department store that sold all kinds of products. Today the store generates about 390 million customers each year. The newest brand in the store called “Pink” is currently one of the highest selling brands and was started in 2007. Strategic Plan The company has many strategies for staying ahead of the competitors and for staying successful. They spend over $66 million a year in advertising...
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...The 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...
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...5C’s Analysis: Victoria’s Secret 1) Company: o Mission: Deliver a best in class, captivating, branded customer experience that builds loyalty and enables consistent sales and profit growth. o Resources: 1040 lingerie’s stores in USA, more than 480 beauty stores, more than 47 weeks of national TV advertising, more than 100 pages of magazines advertising, 36 billion catalogue pages, global e-commerce platform. o Offerings: Services, Apparel. o Previous Results: Victoria’s Secret is the number one intimate apparel company in USA, records have shown that it has roughly 1,500 shops worldwide, a first-rate directory and one of most visited website developed in 1998, over 390 million copies of their catalogue is distributed annually in the US alone. 2) Context: o Demographic Context: Women between the ages of 18 and 44. Victoria’s Secret segmented its audience demographically, and delivers specific messages while refining strategy throughout the campaign. o Economic Context: Healthy finances, $5,307 million net income, comparable store sales: 6%, selling square feet: 6,063,000, sales per average selling square foot: $581, average store size (selling square feet): 5,830. o Technological Context: The industry expanded into new techno-fabrics and stretch laces with better overall comfort, better fit, and added flexibility in designing new silhouettes to accommodate a wider range of customers. Innovations such as the water bra, the air...
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...IV – SWOT analysis: 12 V – Objectives and Issues: 13 VI – MKT strategies: 14 VII – Action programs and Budgets: 15 VIII – Control: 19 I. General View 1. History: Victoria's Secret is an American retailer of women's wear, lingerie and beauty products that is owned and run by the Limited Brands Company. This company was founded in 1963 in Columbus, Ohio. Victoria's Secret was started in San Francisco, California, in 1977 by Roy Raymond who was Business alumnus of Tufts University and Stanford Graduate School. He felt embarrassed trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center in Palo Alto, and quickly followed it with a mail-order catalog and three other stores. With this store he hoped that it could create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back rooms. In 1982, after five years of operation, Roy Raymond sold the Victoria's Secret Company, with its six stores and 42-page catalogue, grossing $6 million per year, to Leslie Wexner, creator of The Limited, for $4 million. The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly...
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...Victoria’s Secret Change Management Process Christopher Brown ISCOM/472 May 20, 2013 Valorie Howard Victoria’s Secret Change Management Victoria’s Secret’s main market is the lingerie industry however; the specific categories for retail include Victoria Secret’s stores, Victoria Secrets beauty products and Victoria’s Secret lingerie catalog. The organization use the supply chain to gain competitive advantage within the retail industry and still considering three categories of improvement such as cycle time, quality, and cost concerns and developments. Cycle time measures the amount of time according to the unit using minutes and customer hours adding and subtracting one from another will not provide an average value (Tooling University, 2011). Quality reduces variation of processes surrounding targets to include goals, objectives, mission, and organizations vision eliminating faults, failures, and satisfying customer expectations (Shsu Ed, 2011). Demand media Inc. (2011) says “cost basis is defined as the amount of money originally put into investments before any growth or loss” (pg 1. para 1.). The three categories of improvement enhance business productivity though facilitate challenges such as cycle time step is not a stand alone use to calculate lead time. The business must know the work in process to calculate cycle times. The many dimensions to quality and customer perception of quality are a factor to determine what is important in...
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...4. Situation analysis The Situation analysis is the information from the current environment around Victoria’s secret. Further more the analysis about industry, competitors, company, and consumers will be the key information about Situation. SWOT anlaysis Strength 1. The company has its own web site on which they market their products, and also inform their user about the upcoming products. 2. The company has a large customer due to the quality products they provide. 3. The company has a very well known and trustful brand name. 4. The marketing strategies of the company are well organized. 5. The company has super model, stop-notch and photographers for advertizing their products 6. The company arranges different annual fashion shows for improving its brand name and for their consumer knowledge that what their recent collection is. Weakness 1. The products build by Victoria’s Secret and very short and thus give very limited image to women’s image. 2. The dress can be worn only in bars and movies etc but in real life there very few people wish to wear such dresses. 3. The products made by the company have very limited market in Asia side. 4. The company focus on very little sector. 5. The size selected by the company is very limited. Opportunity 1. The company has top model in their sector and can have many advantages on size and models. 2. As the numbers of stores are limited thus they can expand their stores which can have much space to handle many clothes...
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...MQCS Hamad AlAjmi - 1109504 MQCS Hamad AlAjmi - 1109504 VICTORIA’S SECRET VICTORIA’S SECRET Contents Business profile and interview 3 Interview With alshaya CS Officer 3 Victoria's Secret Business description 5 Type of Business 6 Location and Number of Employees 6 Ownership Structure 6 Product and Services 8 Levels of Customer Service 11 Customer Profile 12 External customers of Victoria’s Secret 13 Internal Customers 15 Satisfaction of Customers Five Needs 20 Appropriate Market Research 21 Best seller product 21 Product range information 22 Product information and specifications 23 Delivery, warranty and return or cancelation policy 24 Sample promotional materials 24 Management and Leadership qualities 26 Leadership qualities 26 Management skills 27 Position description of CS manager: 31 Types of customer service training 35 Schedule for training 37 Example of customer service training policies 38 Feedback from customers 42 Survey 43 Managing customer service reports 46 Conclusion 47 Referencing 48 Business profile and interview Interview With alshaya CS Officer 1. What is great customer service in your understanding? You should always smile and greet the customer with good morning sir / mam or which part of the day it is. After that the query should enter the system for any follow up or feedback. Always make sure the customer ends the call as satisfied as possible. 2. How would you handle an...
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...Of Victoria Secrets Marketing Essay Content starts here! Victoria secrets prominence in the fashion world, has been deemed as a womans dream brand, serving as the yardstick of what is palatable for most of the women nowadays. Victorias Secrets collections consist of barely-there pieces that push up our assets and enhance our beauty. From lacy, racy little numbers that will have the men drooling to cute, feminine combinations that are comfortable and flirty, Victoria's Secret has something for every type of person and personal preference. The Victoria's Secret label encourages women to show off their bodies. They do this by designing amazing pieces that show off what we like about our bodies and hide what we don't. What would we do without a label like this? This is my contribution to introduce a women's dream brand in India where individuals are increasingly considering good dressing, Victoria makes a difference. BRAND HERITAGE Ronald Raymond had an idea to make lingerie shopping a more “personalized” experience. He came up with this concept after having a bad lingerie shopping experience in a dept. store Raymond's store in Stanford Shopping Mall had wood-paneled walls, Victorian details and helpful sales staff. He stressed personalization above all else. The original “Victoria” was imagined to be a sophisticated, elegant, and well-traveled English woman who preferred luxurious items. VS still uses Raymond's concept of personalization and describes the brand as sophisticated...
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...Hanesbrands also allies with mid-tier stores, including J. C. Penney, Macy's, and Kohls, which are adding its lower-priced labels. It's L'eggs and Hanes brand underwear are also sold in food, drug, and variety stores. Hanesbrands also sell apparel to the US military for sale to soldiers and through discount chains, including Dollar General and Family Dollar Stores. Looking to grow abroad in 2014, Hanesbrands acquired DBApparel Group of France, a maker of intimate apparel in Europe, from investment firm Sun Capital Partners. DBApparel holds the license to manufacture and sell apparel under the Wonderbra and Playtex trademarks in the European Union, as well as several other nations in Europe and South Africa ("Hanes Brands Inc.", n.d). Hanesbrands hopes to identify and capitalize on the long-term megatrends related to their top product lines over the next five to 10 years. To this end, in early 2015, the company purchased Knights Apparel to expand its sports licensed collegiate apparel business with a goal of appealing to college students as that market grows over the next years and decades. In 2012, after success with its Tagless undershirts, Hanesbrands brought its Tagless platform to its male underwear bottom products after consumers named itchy tags as their number two complaint when it comes to underwear. ("Hanes Brands Inc.", n.d). Potential Competition There is a high degree of confidence in the defensibility of Hanesbrands' competitive position, given advantages that...
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... Limited Brands is the organization that I have chosen to cover for my project. Headquartered in Columbus, OH, Limited Brands is a publicly traded company; with their New York Stock Exchange ticker being LTD. This company primarily sells women’s intimate apparel and beauty and personal care products. The stronger brands that this company is known for are Victoria’s Secret and Bath and Body Works. Limited Brands mainly markets their products in the United States and Canada. I was a sales associate and assistant manager for Bath and Body works from August of 2010 till December of 2011. I came at a time when Limited Brands was looking to build more of a presence internationally since there was so much success in the U. S and Canada. Limited Brands made over 10 million dollars when their fiscal year ended, according to the MarketLine’s overview of the company (Limited Brands 2). Taking a historical view Leslie H. Wexner is the founder, chairman and chief executive officer of Limited Brands, Inc. Wexner founded Limited Brands with one store—The Limited—in Columbus, Ohio with sales of $160,000 in it’s first year(About Limited Brands). Today, Limited Brands has expanded from apparel based specialty retailer to an approximately $10 billion segment leader with more than 90,000 associates focused on lingerie, beauty and personal care product categories that make customers feel sexy, sophisticated and forever young, according to limited brands.com(About Limited Brands). Problem...
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