2. JDW Enterprises will represent Victoria's Secret in a new Ad campaign
titled "Show Your Confidence." The campaign will involve many Ads that
use this tag line to encourage user participation in social interactions,
expand upon a community of loyal users and draw in other group
interests, and strengthen the brand image through community
involvement.
3. Target
• Women seeking an alternative product in the
lingerie/sportswear category.
Demographics
• Women age 21-40, health conscious, working middle
class, and single/married.
Competition
• Touch- Alyssa Milano, Nike, Aero, JC Penny, Gap
Advantage
• Endorsed by Victoria’s Secret, Endorsed by NFL, NBA,
MLB, and NHL.
4. Communication Goal
• To establish a connection with current and non-current customers, the
value attributed to the apparel that is offered, and how confidence is
built within oneself.
Communication Objectives
1) Secure brand name as the only recognizable name in women’s
apparel.
2) Trust in materials and service offerings.
3) That each woman deserves to be confident while sporting this
clothing.
5. SWOT Analysis
Strengths
Very popular Victoria’s Secret name recognition.
Multiple channels of distribution (Victoria’s Secret
and the 4 “bigs”)
Edge in brand positioning.
Weaknesses
A possible economic downturn.
New product barriers of entry.
Could alienate core customers.
Opportunities
Huge American sports market.
Very little competition.
Growth in sportswear.
Threats
Growth of potential competitors.
Cost of supplies could increase.
Possible logo restrictions.
Possible product price increase.
6. Print Ad
There will be full page color magazine ads running in Women’s Health, Women’s Fitness,
Oxygen, Fitness, and Sports Illustrated magazines.
Radio Ad
We will create a 30 second radio spot appealing to our target market. The radio stations
we recommend are stations that play a blend of Top 40, Classic Rock, and Dance songs.
Social Media
Run “Show your confidence” marketing effort. Create Hashtags. Run SEO tailored to
Zumba participants and anyone that uses key words: ‘lingerie’ ‘sportswear’ ‘women
clothing’ ‘panties.’
TV Ad
Our goal is to have a 60 second commercial of the day in-the-life of an empowered
Victoria’s Secret workout woman. The advertisement hopefully would create an upbeat
positive mood, encouraging female shoppers to purchase our product. This commercial
should be shown on channels like: All ESPN channels, OWN, BUZZ TV, Discovery Fit and
Health, We, Oxygen, and Home Shopping Network.
8. Promotion Ideas
• Encourage Victoria’s Secret shoppers to use their smartphones to text
sales codes for special offers and discounts.
• Traditional- Television, in-store signage, radio stations.
• Non-Traditional- T-shirts, bus wraps, outdoor digital media,
Gorilla/flash, SEO, Social Media.
*We also feel it is important to contribute to a charitable organization.
A plan to partner with the American Cancer Society to bring awareness
to Breast Cancer is outlined in our marketing plan.
9. Staying ahead…for good
This product has an
untapped market segment
that has extreme growth
potential. With an extensive
social media presence,
secured contracts with four
major leagues, and
maintaining the highest
standards-Victoria’s Secret
Sportswear will be a
success!
