PINK by Victoria's Secret

39,372 views
38,326 views

Published on

Presentation done by Carmen Neghina, Alina Oprea & Myriam Suidan. Case study for International Marketing

3 Comments
18 Likes
Statistics
Notes
  • Nice project!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I love your guys clothing line! i have alot of your stuff! i have yoga pants, sweatshirts, tshirts, perfume, and more..... (Peace,love,pink!)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • hi,
    can i have a copy of this slide show?
    you can send it to my e-mail at
    farito_chan@yahoo.com.my
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
39,372
On SlideShare
0
From Embeds
0
Number of Embeds
2,489
Actions
Shares
0
Downloads
0
Comments
3
Likes
18
Embeds 0
No embeds

No notes for slide

PINK by Victoria's Secret

  1. 1. Victoria’s Secret PINK Keeping the Brand Hot Alina Oprea, Carmen Neghina, Myriam Suidan
  2. 2. Contents <ul><li>Limited Brands </li></ul><ul><li>Victoria’s Secret </li></ul><ul><li>PINK </li></ul><ul><ul><ul><li>History </li></ul></ul></ul><ul><ul><ul><li>Marketing Strategy </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Consumers’ Buying Behavior </li></ul></ul></ul><ul><li>Questions </li></ul>
  3. 3. Limited Brands <ul><li>Founded: 1963 </li></ul><ul><li>Headquarters: Columbus, Ohio, USA </li></ul><ul><li>Key People: Leslie Wexner, CEO </li></ul><ul><li>Brands: </li></ul>
  4. 4. Victoria’s Secret <ul><li>Founded: 1977 </li></ul><ul><li>Headquarters: Columbus, Ohio, USA </li></ul><ul><li>Industry: Apparel </li></ul><ul><li>Net Sales: $3,700 million </li></ul><ul><li>VS Stores: 1,006 (USA) </li></ul><ul><li>VS Direct: </li></ul><ul><ul><li>Catalogues </li></ul></ul><ul><ul><li>Commercial website (top 100) </li></ul></ul>
  5. 5. PINK <ul><li>Testing: 2003 - 50 test markets </li></ul><ul><li>Introduced: July 2004 </li></ul><ul><li>New and emerging line </li></ul><ul><li>Target Group: </li></ul><ul><ul><ul><li>Age group: 18-30 </li></ul></ul></ul><ul><ul><ul><li>College coeds </li></ul></ul></ul><ul><ul><ul><li>Young, hip, fashionable </li></ul></ul></ul><ul><li>Products: loungewear, sleepwear, intimate apparel </li></ul>
  6. 6. Marketing Strategy <ul><li>Brand Image: fun, cute, playful </li></ul><ul><li>Introduction of New Products every 3 or 4 weeks (novelty) </li></ul><ul><li>Distribution Channels: </li></ul><ul><ul><li>Victoria’s Secret shops </li></ul></ul><ul><ul><li>PINK Shops </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Catalogues </li></ul></ul><ul><li>Trademark Mascot: pink dog </li></ul><ul><li>Expected Sales 2006: $ 700 million </li></ul>
  7. 7. Advertising <ul><li>PR firm Alison Brod: </li></ul><ul><ul><ul><li>Fashion Advertising (Vogue, Cosmopolitan, Glamour, In Style) </li></ul></ul></ul><ul><ul><ul><li>Spokesperson: Alexandra Ambrosio </li></ul></ul></ul><ul><ul><ul><li>Campus campaigns: TEAM PINK </li></ul></ul></ul>
  8. 8. Advertising <ul><li>Trend setting young Hollywood personalities (Lindsay Lohan, Ashlee Simpson, Sophia Bush) </li></ul><ul><li>Pop singers testimonials: JoJo, Fergie, Ciara </li></ul><ul><li>Events: the world’s largest pajamas party </li></ul><ul><li>http://youtube.com/watch?v=Y-mv_OlbBLI </li></ul>
  9. 9. Consumers’ Buying Behavior <ul><li>Long-term consumers: </li></ul><ul><ul><ul><li>Teens </li></ul></ul></ul><ul><ul><ul><li>Pre-teens </li></ul></ul></ul><ul><li>Consumers beyond the addressed target group: </li></ul><ul><ul><ul><li>“ Tweens”( 8-14 years old) </li></ul></ul></ul><ul><ul><ul><li>Mature women </li></ul></ul></ul>
  10. 10. Consumer’s Buying Behavior <ul><li>Buying power: </li></ul><ul><ul><ul><li>33 million teens - $ 175 billion annually </li></ul></ul></ul><ul><ul><ul><li>25 million “tweens”-$ 51 billion annually </li></ul></ul></ul><ul><ul><ul><li>Parents and other family members - $ 170 billion annually </li></ul></ul></ul>
  11. 11. Critique <ul><li>Age compression trend </li></ul><ul><li>Co-shopping: mothers and daughters </li></ul><ul><li>Ads containing hidden messages </li></ul>
  12. 12. Future Plans <ul><li>Double VS’s business: $ 5 billion => 10 billion </li></ul><ul><li>Broaden the customer base </li></ul><ul><li>Enlargement of the stores </li></ul>
  13. 13. Case Questions <ul><li>Analyze the buyer decision process of a typical PINK customer. </li></ul><ul><ul><ul><li>Need </li></ul></ul></ul><ul><ul><ul><li>Information Search: advertising, </li></ul></ul></ul><ul><ul><li>Internet, malls, word-of-mouth </li></ul></ul><ul><ul><ul><li>Evaluation of Alternatives </li></ul></ul></ul><ul><ul><ul><li>Purchase Decision </li></ul></ul></ul><ul><ul><ul><li>Post-purchase recognition: </li></ul></ul></ul><ul><ul><ul><li>customer satisfaction </li></ul></ul></ul>Where young women buy their unmentionables Store All shoppers 18-24 Wal-Mart 25% 28% Victoria's Secret 11% 25% Kohl's 6% 1% JCPenney 5% 1% Target 5% 3% Lane Bryant 3% 2% Macy's 3% 2% Dillard's 1% 0% Nordstrom 1% 0% Sears 1% 0% Belk 1% 0% Source: TNS Retail Forward ShopperScape, January-June 2007
  14. 14. Case Questions <ul><li>Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should marketers have boundaries with regard to this concept? </li></ul><ul><ul><ul><li>Boundaries should exists: Abercrombie & Fitch </li></ul></ul></ul><ul><ul><ul><li>Consumer behavior is unpredictable: tweens, mature women </li></ul></ul></ul><ul><ul><ul><li>PINK: promoting a dresscode, or an attitude? </li></ul></ul></ul>
  15. 15. <ul><li>Explain how both positive and negative consumer attitudes towards a brand like PINK develop. </li></ul><ul><li>How might someone’s attitude towards PINK change? </li></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>Buying experience </li></ul></ul><ul><ul><li>Purchase (dis)satisfaction </li></ul></ul><ul><ul><li>Post-purchase (dis)satisfaction </li></ul></ul>
  16. 16. <ul><li>What role does PINK appear to be playing in the self-concept of preteens, teens and young adults? </li></ul><ul><ul><ul><li>Peer pressure??? </li></ul></ul></ul><ul><ul><ul><li>More mature??? </li></ul></ul></ul><ul><ul><ul><li>Perfect match to </li></ul></ul></ul><ul><ul><ul><li>their personalities??? </li></ul></ul></ul>
  17. 17. Thank you for your attention!

×