This document summarizes Victoria's Secret's marketing strategies that helped build its brand image from 1982 onwards. It discusses how the company shifted its target audience to women and introduced new products. It then outlines the various marketing channels Victoria's Secret leveraged like catalogs, magazine inserts, television advertising, fashion shows, and online platforms. The summary concludes that Victoria's Secret single-handedly changed America's perception of luxury personal products and served as an example of effective personal communication and consumer relationship management.

4. CONSISTENCY IN FIT
AND QUALITY
EUROPEAN STYLE STORES
WITH CLASSICAL MUSIC

5. TURNED AN INTIMATE PRODUCT
INTO A STYLISH, TRENDY,
ACCEPTABLE, ACCESSIBLE ONE
BULIT A STRONG BRAND IMAGE

6. 1982 – SHIFT OF TARGET
AUDIENCE TO WOMEN.
Perfumes, lotions, creams introduced.
MARKETING STRATEGIES

7. CATALOGS
GLOSSY CATALOGS EACH COSTING
$3 PRINTED IN 1982 AND SENT TO
THEIR CONSUMER DATABASE.

8. ‘PRESENTATION
AND
DEMONSTRATION’
PRINCIPLES
FOLLOWED

9. RELATIONSHIP MARKETING - MAILING
COMFORT
PRIVACY
24 HOUR ORDERS

10. SITUATIONAL QUESTIONS:
“HOW WILL THIS CHRISTMAS GET MERRY?”

11. IMPLICATIONS:
“WANNA GIFT HER
SOMETHING SPECIAL?”

12. 10 PAGE GLOSSY INSERTS
IN ALL LEADING MAGAZINES

13. MULTIMEDIA MARKETING
USE OF SUPERMODELS
30 SEC SUPERBOWL AD
IN 1999 GAINED 1M
VIEWS IN AN HOUR

14. ITS FASHION SHOW IS THE MOST WATCHED SHOW EVEN TODAY

15. ONLINE MARKETING
FACEBOOKTWITTER PINTREST

16. CHALLENGES
SOCIAL

17. CHALLENGES
PSYCHOLOGICAL

18. CHALLENGES
LOGICAL

19. LAUNCHED ‘PINK’ TARGETING
AGE SEGMENT 15 - 22

20. SUMMARY
WE SAW HOW VICTORIA’S SECRET BULIT
ITS BRAND IMAGE.
IT SINGLE-HANDEDLY CHANGED
AMERICA’S PERCEPTION OF LUXURY
PERSONAL PRODUCTS.
IT IS AN EXAMPLE OF EFFECTIVE USE OF
PERSONAL COMMUNICATION AND
MANAGING CONSUMER RELEATIONS.

21. DISCLAIMER
THIS PRESENTATION WAS CREATED UNDER THE
GUIDANCE OF PROF. SAMEER MATHUR DURING A
MARKETING INTERNSHIP.