A Mini Case as a part of Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

1. VICTORIA’S SECRET – Mini Case

2. Roy Raymond Leslie Wexner
Key Personalities
Founded on June 12, 1977

3. HOW IT STARTED ??
Victoria
Victorian
era
Secret
Hidden
underneath
the clothes

4. PRODUCTS
LINGERIE

5. C
A
T
A
L
O
G
S
MO
N
T
H
L
Y

6. BODY CARE

7. RESULTS !!
HAPPY CUSTOMERS

8. Victoria’s Secretas an ice breaker !!
Very few Lingerie
shopping options
Little design and
style
Good lingerie are
provocative
Shy female
customers
Intimate product be stylish,
trendy, acceptable, innovative,
accessible
Style and
sophistication
Being Sexy is
embarrassing

9. SECRET INNOVATIONS OF
VICTORIA’S SECRET
World famous and annual activity

10. The PINK Campaign

11. W
I
N
G
S

12. FANTASY BRA
Diamond and precious
gem-studded lingerie
Million-dollar
manufacturingprice
High auction amount
Supermodels walking the
ramp

13. To Connect with its Customers..
Takes telephone orders 24 hours a
day
Catalogs to browse and shop lingerie in the
comfort and privacy of their homes
Multi-utility stores
Television ads
Online shopping

14. Challenges

15. • Narrow productlineof producingonlylingerie
• Doesn’tcater culturalvariations
• Upcomingsimilar and cheapbrands
• Hefty advertisements
• Celebrity endorsements
• Targetingmiddle-aged women only

16. What’s next for
VICTORIA’S SECRET ?
 Expanding its product line beyond
lingerie and body care to health care
 Endorsing to common people save
from supermodels
 Sponsoring general events
 Addressing cultural variations across
globe

21. DISCLAIMER
This is a mini case study prepared by Kiran Gotaphode
from Shri Ramdeobaba College of Engineering and
Management during marketing internship under
Professor Sameer Mathur.
Prof. Sameer Mathur
IIM Lucknow
Kiran Gotaphode
SRCOEM