Analyze, evaluate, develop, and proposed Victoria's Secret advertising strategy, slogan, and integrated marketing communication; Constructed models based upon data insourced from surveys and experimental analysis to improve potential strategies; Identified, researched, and conceived consumer’s insights based upon testimonies and opinions gathered from interviews

1. Victoria’s
Secret
Phase B
Mateo Korini, Steven Le, Hanna Litman, Kamila Sarman Porter,
Kurumi Sasaki-Gardner, Amyri Williams
MKT 3520If there are no comments in a section or a particular slide it means “well done” and you received full points.
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2. ADVERTISING PROBLEM
● People believe Victoria’s Secret is only for skinny
women and models
○ “What comes to mind when I think about Victoria’s Secret is the
sexy, skinny, and white models on their advertisements.” -Elaine
● Consumers cannot relate to the message that
Victoria’s Secret presents in their advertisements
Steven Le

3. RECOMMENDED
ADVERTISING STRATEGY
● Change the perception about Victoria’s Secret
being only for models and skinny women to people
of all body sizes
● Create an emotional bond with consumers
Steven Le

4. KEY INSIGHTS 1: Consumers perceived Victoria Secret and
its advertisement as sexy and fun
“Whenever I think of sexy and
lingerie I tend to think of Victoria
Secret. Like sexy and flirty. If I ever
want to buy lingerie I’ll check them
out.” -Genesis
“When I think of women’s lingerie, I
think of lace, Victoria’s Secret, and
being ‘sexy’.” -Alexandra
Steven Le

5. KEY INSIGHTS 2: Consumers associate Victoria’s Secret
advertising as repetitive and outdated
“They always have the same
advertisement every year. It always
the same skinny girls, on every
billboard, or the same model
walking at the same fashion shows.”
-Jessica
“I think that their fashion show is
kind of outdated. Like now, I want
to see something interesting like
the Fenty X Savage fashion show.” -
Alison
Steven Le

6. KEY INSIGHT 3: Victoria’s Secret advertisement does not
portray realistic body types for female consumers
“I am not a fan of Victoria’s Secret
because it not for me. I don’t have
those bodies like their models do.
So I turn to other brands like Aerie
instead.” - Sandy
“I’d shop at Victoria Secret if I was
shopping for the body I should
want. But nothing there fits me.”-
Dana
Steven Le

7. KEY INSIGHTS 4: Victoria's Secret advertisement does not
connect to the consumer’s perception of beauty
“The image in my head for
Victoria’s Secret is not welcoming...
I remember an executive making a
statement about how transgender
or plus-size models do not fit the
fantasy that they are trying to sell.”
- Sherice
“The Victoria’s Secret
advertisement doesn’t make me feel
interested in their products. The
fact that it’s dramatized makes it
seem hard to replicate and it makes
the models in the ad look
untouchable.” -Laura
Steven Le

8. TARGET MARKET DESCRIPTION
The Advocate
● Advocates have a
sense of idealism
and morality -
capable of taking
concrete steps to
realize their goals
and make a lasting
positive impact
The Adventurer
● Adventurers’ choices and
actions to push the limits of
social convention
Amyri Williams

9. TARGET MARKET DESCRIPTION
The Entertainer
● Entertainers love the
spotlight, and all the world’s
a stage
○ Utterly social, enjoys the
simplest things and
having fun with a good
group of friends
The Consul
● Consul personality enjoy
supporting their friends and
loved ones, organizing social
gatherings and doing their best
to make sure everyone is happy
Amyri Williams

10. MEDIA HABITS
Social Media Traditional Print Media
Today’s Women
Amyri Williams

11. UNIQUE POINT OF
DIFFERENCE
● Victoria’s Secret is for everyone - not just for
those with certain body types.
○ We embrace all bodies and skin tones
Steven Le

12. TONALITY/PERSONALITY
Empowered
Assertive
Ambitious
Confident
Independent
Unapologetic
Fun
Individual
Daring
Amyri Williams

13. Slogan Exploration

14. 2nd Runner-up: “The Perfect Body is
Everybody”
● What they liked: Body positivity & Catchiness
1) “This is a very body-positive slogan.” - Ka Lye
2) “I like this one, it seems catchy and quite positive.” - Samantha
● Why they did not work: Cliché & Phrasing
1) “It's very straightforward, but a little cliché. I don't really think VS when I
see this slogan.” - Daniela
2) “It's good, but definitely my least favorite one. While it definitely sends a
positive and inclusive message, it's just really awkward phrasing.” - Gina
Mateo Korini

15. 1st runner-up “The Perfect Fit for All
Your Secrets”
● What they liked: Inclusivity & Brand Association
1) “I think this is a great slogan for the brand. It brings inclusiveness and it fits
the brand. “ - Osvaldo
2) “Having the word 'secret' in a slogan helps to tie in with the brand name and
creates a strong brand association.” - Colleen
● Why they did not work: Not body positive
1) “I don't think this is a good slogan since we don't want women to look at
their bodies as secrets.”- Sandy
2) “This definitely fits with the more sensual image VS has. I don't
necessarily get the inclusivity/body positivity message upfront.”- Ally
Mateo Korini

16. Winner: “Your Body, Your Power”
● Positive & Empowering
1) “It spreads good vibes all around and it’s very welcoming for women of all
shapes and sizes.” - Genesis
● Clear & Simple
1) “I like this slogan because it sends a strong message that is clear and simple.
There is a feeling of confidence and affirmation when saying these words.” -
Amber
● Catchy
1) “I definitely feel like it's empowering and catchy. It's short and to the point
which is nice.” - Ally
Mateo Korini

17. TV Commercial
It was a sad time of not being good
enough.
Kamila Sarman Porter
Dramatic music begins.
Voice over: Long ago, women were
valued only for their looks: thin waists,
full busts, blue eyes and blond hair.

18. Upbeat music begins.
Voice Over: Today, women
get use their powers!
Kamila Sarman Porter

19. Voice over: Today, women
are stronger than ever.
Kamila Sarman Porter

20. Voice over:
They get to show and use all
their superpowers.
Kamila Sarman Porter

21. Voice over:
While staying true to
themselves and their
femininity.
Kamila Sarman Porter

22. Voice over:
Whatever shape or color
they might be blessed with.
Kamila Sarman Porter

23. Voice over:
Your body, Your power!
Kamila Sarman Porter

24. Print ads
Kamila Sarman Porter

25. Kamila Sarman Porter

26. IMC: OBJECTIVE AND CONCEPT
● Promotion Objective
○ Spread Victoria’s Secret message on inclusivity and diversity
while creating emotional bond with customers
● Promotional Creative Concept:
○ Contribute to the discussion of body image and diversity
○ Billboard and printed advertisement that will depict women with
realistic bodies
● Slogan: “YOUR BODY, YOUR POWER”
Hanna
Litman

27. Consumer Promotion
● Provide free samples, sizing and promotional discounts
● Subscribe to VS membership and receive additional discounts
Hanna
Litman

28. Event / Sponsorship
● Trucks in major cities promoting their inclusive bra & panties
line
Hanna
Litman

29. Brand Cause / Social
Responsibility
● Giving women of all backgrounds access to Victoria’s
Secret products
○ Partner with organizations to donate bras
■ Anti-sex-trafficking organizations
■ Assist low-income women
Hanna
Litman

30. Public Relations
● Billboards throughout major cities to promote body
inclusivity
○ Incorporate models of all body types and racial backgrounds
● Revive Victoria Secret Fashion Show as more inclusive
● Magazine Cover/ Social Media
○ Post women from all backgrounds including:
■ Working Women
■ Stay at Home mom
Hanna
Litman

31. IMC: Rationale
● Women can have a voice in the discussion of body image
issues
● Consumers are able to see themselves or similar traits to
the advertisement
● “Your Body, Your Power” - Through the above points,
consumers take back the power over their body image
Hanna
Litman
Needs to be specific to the material to be persuasive…-.3

32. Closing Summary
● Connects with the target market, who wants to
advocate for and push the limits for inclusive body
image
● Creative campaign emphasizes to consumers that
Victoria’s Secret is for everyone
● IMC allows consumers to create an emotional bond
with the brand by having a voice in discussions about
body image
Kurumi Sasaki-Gardner

33. Appendix

34. Secondary Target Market Description
The Debater
Debaters are the ultimate devil’s advocate, thriving
on the process of shredding arguments and beliefs.
The Defender
Defenders are often receptive to change and new
ideas. As with so many things, people with the

35. Secondary Target Market Description
The Explorer
Explorers explore ideas through
creating, troubleshooting, trial
and error and first-hand
experience. They enjoy having
other people take an interest in
their projects and sometimes
don’t even mind them getting
into their space.
The Mediator
Mediator personalities are
idealists, always looking for the
hint of good in even the worst
of people and events,
searching for ways to make
things better. They may be
perceived as calm, reserved, or
even shy.

36. MEDIA HABITS