This document outlines Victoria's Secret's media plan to advertise their lingerie and beauty products. It analyzes their target audience, proposes a $300 million budget with 75% reach and 4 frequency, and recommends television, magazines, internet, direct mail and outdoor advertising to reach their 18-49 year old, middle-to-upper class, brand loyal customers nationwide and in top markets. The plan's goal is to increase brand awareness and drive customers to their over 1,000 stores using Victoria's Secret's iconic supermodel imagery and annual fashion show.
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
This document provides an analysis of the Victoria's Secret brand, including its current marketing situation and strategy. It discusses Victoria's Secret's market position, competitors, effects of the economic recession, and key elements of its marketing strategy such as maintaining a "best-in-class" customer experience to build loyalty and drive consistent sales growth through effective customer relationship management even during an economic downturn. The document also examines Victoria's Secret's mission and objectives and how its marketing approaches like increasing advertisements and enhancing perceived value are aimed at optimizing its CRM and business performance.
A brief analysis presenting Victoria's Secret history as brand and the use of its sub-brand PINK to keep the company HIP and help it expand in a bigger market share.
Leslie Wexner bought Victoria's Secret in 1982 for $1 million after noticing the brand's potential while shopping in one of their stores. He implemented a direct marketing strategy focused on appealing to female customers through catalogs, television commercials, and annual fashion shows featuring top supermodels. This helped transform Victoria's Secret into a multi-billion dollar company with over 1,000 stores worldwide known for making women feel confident and sexy through high-quality lingerie associated with celebrity models. To continue growing, Victoria's Secret seeks feedback from loyal customers and follows fashion trends while maintaining and expanding its customer database through various digital marketing channels.
Victoria's Secret proposes creating a new television show to find new models. The show would feature auditions, eliminations, and appearances by current models to promote Victoria's Secret products. The goals are to expand their market and give women a chance to participate. Success would be measured by viewer numbers and increased sales revenue. Tactics include new voting methods on Facebook and Instagram to engage viewers. The estimated budget is $72 million for 15 episodes.
Yin jewelry China market strategy report by Daxue consulting and Double V con...Daxue Consulting
Daxue Consulting partnered with Double V. Consulting to answer the question "What does it take to become a top Chinese fashion brand" by analyzing the strategies of four of the fastest-growing Chinese fashion brands - NEIWAI, MAIA ACTIVE, Li Ning (China) Sporting Goods Co. and YIN Fine Jewelry.
Victoria's Secret- Communication Strategies AnalysisSrishti Gupta
Victoria's Secret is a leading lingerie brand known for sexy marketing. It communicates through elaborate fashion shows, beautiful models called "Angels", and highly visual advertising. The brand aims to make women feel youthful and confident. However, critics say the brand's narrow definition of beauty may alienate modern customers. To evolve, Victoria's Secret will need to balance its sexy image with expanding notions of attractiveness.
Victoria's Secret was founded in 1977 and acquired by Limited Brands in 1982. Limited Brands transformed Victoria's Secret into a brand for women's intimate apparel. Victoria's Secret now has over 1,000 stores in the US and targets middle-aged women ages 20-40. It also has a younger-focused line called PINK. Victoria's Secret uses extensive marketing including its annual fashion show, print catalogues, and social media to promote its brands. While very successful, it also faces criticism for sexualizing young women.
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
This document provides an analysis of the Victoria's Secret brand, including its current marketing situation and strategy. It discusses Victoria's Secret's market position, competitors, effects of the economic recession, and key elements of its marketing strategy such as maintaining a "best-in-class" customer experience to build loyalty and drive consistent sales growth through effective customer relationship management even during an economic downturn. The document also examines Victoria's Secret's mission and objectives and how its marketing approaches like increasing advertisements and enhancing perceived value are aimed at optimizing its CRM and business performance.
A brief analysis presenting Victoria's Secret history as brand and the use of its sub-brand PINK to keep the company HIP and help it expand in a bigger market share.
Leslie Wexner bought Victoria's Secret in 1982 for $1 million after noticing the brand's potential while shopping in one of their stores. He implemented a direct marketing strategy focused on appealing to female customers through catalogs, television commercials, and annual fashion shows featuring top supermodels. This helped transform Victoria's Secret into a multi-billion dollar company with over 1,000 stores worldwide known for making women feel confident and sexy through high-quality lingerie associated with celebrity models. To continue growing, Victoria's Secret seeks feedback from loyal customers and follows fashion trends while maintaining and expanding its customer database through various digital marketing channels.
Victoria's Secret proposes creating a new television show to find new models. The show would feature auditions, eliminations, and appearances by current models to promote Victoria's Secret products. The goals are to expand their market and give women a chance to participate. Success would be measured by viewer numbers and increased sales revenue. Tactics include new voting methods on Facebook and Instagram to engage viewers. The estimated budget is $72 million for 15 episodes.
Yin jewelry China market strategy report by Daxue consulting and Double V con...Daxue Consulting
Daxue Consulting partnered with Double V. Consulting to answer the question "What does it take to become a top Chinese fashion brand" by analyzing the strategies of four of the fastest-growing Chinese fashion brands - NEIWAI, MAIA ACTIVE, Li Ning (China) Sporting Goods Co. and YIN Fine Jewelry.
Victoria's Secret- Communication Strategies AnalysisSrishti Gupta
Victoria's Secret is a leading lingerie brand known for sexy marketing. It communicates through elaborate fashion shows, beautiful models called "Angels", and highly visual advertising. The brand aims to make women feel youthful and confident. However, critics say the brand's narrow definition of beauty may alienate modern customers. To evolve, Victoria's Secret will need to balance its sexy image with expanding notions of attractiveness.
Victoria's Secret was founded in 1977 and acquired by Limited Brands in 1982. Limited Brands transformed Victoria's Secret into a brand for women's intimate apparel. Victoria's Secret now has over 1,000 stores in the US and targets middle-aged women ages 20-40. It also has a younger-focused line called PINK. Victoria's Secret uses extensive marketing including its annual fashion show, print catalogues, and social media to promote its brands. While very successful, it also faces criticism for sexualizing young women.
This document provides an overview of Tiffany & Co., a leading jewelry company. It discusses the company's products, target segments, financial performance, physical and human assets. It also outlines Tiffany's social responsibility efforts including its foundation which donates 2% of pre-tax earnings to charity. The company operates globally and its new business environment includes a smartphone app and expanding into markets like Russia.
The document provides a brand audit presentation for H&M. It identifies central challenges as sourcing issues, public relations backlash, and an inconsistent shopping experience. A survey found consumers view H&M as affordable but of moderate quality. Recommendations include increasing transparency around the supply chain to rebuild trust, improving the store environment, and advertising sustainability efforts to counter negative publicity.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
A study on the Marketing Strategies related to Victoria's Secret.Done during a Marketing Management internship under the guidance of Prof. Sameer MAthur,IIM LUCKNOW.
Victoria's Secret launched its PINK line in 2003, targeting young women aged 18-30. PINK focuses on loungewear, sleepwear, and intimate apparel. It uses a fun, playful brand image and introduces new products every 3-4 weeks. PINK has seen success through its marketing in fashion magazines, websites, and campus campaigns with spokesmodels and pop stars. However, some have critiqued PINK's marketing for possibly promoting an unrealistic dress code or attitude to younger consumers.
This document compares Victoria's Secret and a hypothetical brand called XY. It outlines their product lines, prices, locations, promotions, target demographics, strengths, weaknesses, opportunities, and threats. Victoria's Secret targets women with lingerie, swimwear, and beauty products priced $3-$90 sold at their 1,200 stores and website. XY would target men with underwear, swim shorts, colognes and hair products priced $10-$90 and sold through similar channels to a comparable demographic of 18-40 year old males. Both brands rely on television, magazine and billboard advertising to promote their fashion and lifestyle image.
Marketing and example Brand- Victoria's secret Priyal Thakkar
This document provides an overview and analysis of Victoria's Secret's marketing strategy. It discusses the company's 7P's marketing mix with a focus on the brand Victoria's Secret. Key points covered include the company's founding, products, target demographics, expansion internationally, and annual performance metrics like sales. The brand is known for its fashion shows and catalogs that feature top models and musical performances.
This week I worked with the Italian luxury fashion house Valentino, now owned by the Qatari royal family. In this presentation you will find a brief history of the brand, my interpretation of its DNA and the Luxury Codes Prism applied to it step by step.
Please check the Google Presentation to enjoy the full audiovisual experience:
https://docs.google.com/a/ied.edu/presentation/d/1IBIOkiAfAq4ipSJ2OOTF7k-y8Y5yKXRFEF9Ka1Ur_Gc/edit?usp=sharing
Feel free to comment!
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
This document provides a social media strategy for Glossier, a beauty company. It includes an audit of current social media performance on platforms like Instagram, Twitter, Facebook and YouTube. Goals are to increase engagement and followers by creating original content. Strategies proposed are paid ads on Facebook, using hashtags on Instagram and Twitter to encourage user-generated content, and monitoring responses. Key dates, roles and a critical response plan are also outlined. Progress will be measured by growth in followers, engagement rates, and website traffic from social media.
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
Daniel Swarovski founded the Swarovski company in 1895 in Austria after inventing a machine for cutting crystal with precision. This allowed the company to mass produce crystal jewelry and beads that sold well in fashion houses. Swarovski later expanded globally and diversified its product line. It is known for its high quality crystal products used in luxury goods, fashion, architecture and more. The company aims to make crystal accessible to everyone through its wide price range and global distribution network of retail stores and partners.
Tiffany & Co. wants to target upper middle-class women and those looking for special occasion gifts by launching a digital strategy focused on user-generated content and a mobile app. Their goals are to appear more relatable to non-millionaires and inspire people to gift Tiffany products through shareable social media content that highlights meaningful life moments. They will measure success based on engagement, signups, app usage, sales, and social media interactions.
- The document discusses the marketing campaign of the fashion brand Faballey called #Unfollow. The campaign aims to empower women and encourage them to break stereotypes about fashion.
- The campaign features comedian Radhika Vaz in 5 videos challenging conventions of beauty. It encourages women to dress for themselves and not follow trends or opinions of others.
- The digital campaign had a budget of Rs. 40-45 lakhs and was promoted on social media platforms like Facebook, Instagram and YouTube. It received positive responses on these platforms.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
This document provides an overview and analysis of the Tiffany & Co. brand. It begins with background on the brand's history and current campaigns. It then analyzes the brand using a CBBE model, assessing the brand's awareness, salience, judgments, feelings, and resonance. It finds high awareness but low salience breadth. It also finds room to improve associations, performance, and feelings toward the brand. It concludes with recommendations like leveraging celebrity partnerships, broadening the target audience, and enhancing perceptions of quality, fun, and warmth to improve the brand's resonance.
Levi Strauss & Co. is a global leader in jeanswear that designs and markets jeans and casual wear. It sells products in over 110 countries through retailers, department stores, and its own 2,800 stores. In 2012, Levi's reported $4.6 billion in net revenues. Levi's brands such as Levi's and Dockers are iconic American styles representing freedom and self-expression. Currently, Levi's targets fashion-conscious youth and young professionals aged 15-30, as well as loyal older customers aged 30-50. The document discusses Levi's brand identity, values, target markets, product lines, and competitors. It analyzes opportunities for Levi's to better target the urban demographic and enhance its brand platform.
This document provides an overview of Tiffany & Co., a leading jewelry company. It discusses the company's products, target segments, financial performance, physical and human assets. It also outlines Tiffany's social responsibility efforts including its foundation which donates 2% of pre-tax earnings to charity. The company operates globally and its new business environment includes a smartphone app and expanding into markets like Russia.
The document provides a brand audit presentation for H&M. It identifies central challenges as sourcing issues, public relations backlash, and an inconsistent shopping experience. A survey found consumers view H&M as affordable but of moderate quality. Recommendations include increasing transparency around the supply chain to rebuild trust, improving the store environment, and advertising sustainability efforts to counter negative publicity.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
A study on the Marketing Strategies related to Victoria's Secret.Done during a Marketing Management internship under the guidance of Prof. Sameer MAthur,IIM LUCKNOW.
Victoria's Secret launched its PINK line in 2003, targeting young women aged 18-30. PINK focuses on loungewear, sleepwear, and intimate apparel. It uses a fun, playful brand image and introduces new products every 3-4 weeks. PINK has seen success through its marketing in fashion magazines, websites, and campus campaigns with spokesmodels and pop stars. However, some have critiqued PINK's marketing for possibly promoting an unrealistic dress code or attitude to younger consumers.
This document compares Victoria's Secret and a hypothetical brand called XY. It outlines their product lines, prices, locations, promotions, target demographics, strengths, weaknesses, opportunities, and threats. Victoria's Secret targets women with lingerie, swimwear, and beauty products priced $3-$90 sold at their 1,200 stores and website. XY would target men with underwear, swim shorts, colognes and hair products priced $10-$90 and sold through similar channels to a comparable demographic of 18-40 year old males. Both brands rely on television, magazine and billboard advertising to promote their fashion and lifestyle image.
Marketing and example Brand- Victoria's secret Priyal Thakkar
This document provides an overview and analysis of Victoria's Secret's marketing strategy. It discusses the company's 7P's marketing mix with a focus on the brand Victoria's Secret. Key points covered include the company's founding, products, target demographics, expansion internationally, and annual performance metrics like sales. The brand is known for its fashion shows and catalogs that feature top models and musical performances.
This week I worked with the Italian luxury fashion house Valentino, now owned by the Qatari royal family. In this presentation you will find a brief history of the brand, my interpretation of its DNA and the Luxury Codes Prism applied to it step by step.
Please check the Google Presentation to enjoy the full audiovisual experience:
https://docs.google.com/a/ied.edu/presentation/d/1IBIOkiAfAq4ipSJ2OOTF7k-y8Y5yKXRFEF9Ka1Ur_Gc/edit?usp=sharing
Feel free to comment!
This presentation is a comprehensive marketing analysis of Victoria's Secret, the world's largest retailer of female lingerie. This is made by Pallabh Bhura from Jadavpur university under Prof. Sameer Mathur, IIM Lucknow.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
This document provides a social media strategy for Glossier, a beauty company. It includes an audit of current social media performance on platforms like Instagram, Twitter, Facebook and YouTube. Goals are to increase engagement and followers by creating original content. Strategies proposed are paid ads on Facebook, using hashtags on Instagram and Twitter to encourage user-generated content, and monitoring responses. Key dates, roles and a critical response plan are also outlined. Progress will be measured by growth in followers, engagement rates, and website traffic from social media.
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
Daniel Swarovski founded the Swarovski company in 1895 in Austria after inventing a machine for cutting crystal with precision. This allowed the company to mass produce crystal jewelry and beads that sold well in fashion houses. Swarovski later expanded globally and diversified its product line. It is known for its high quality crystal products used in luxury goods, fashion, architecture and more. The company aims to make crystal accessible to everyone through its wide price range and global distribution network of retail stores and partners.
Tiffany & Co. wants to target upper middle-class women and those looking for special occasion gifts by launching a digital strategy focused on user-generated content and a mobile app. Their goals are to appear more relatable to non-millionaires and inspire people to gift Tiffany products through shareable social media content that highlights meaningful life moments. They will measure success based on engagement, signups, app usage, sales, and social media interactions.
- The document discusses the marketing campaign of the fashion brand Faballey called #Unfollow. The campaign aims to empower women and encourage them to break stereotypes about fashion.
- The campaign features comedian Radhika Vaz in 5 videos challenging conventions of beauty. It encourages women to dress for themselves and not follow trends or opinions of others.
- The digital campaign had a budget of Rs. 40-45 lakhs and was promoted on social media platforms like Facebook, Instagram and YouTube. It received positive responses on these platforms.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
This document provides an overview and analysis of the Tiffany & Co. brand. It begins with background on the brand's history and current campaigns. It then analyzes the brand using a CBBE model, assessing the brand's awareness, salience, judgments, feelings, and resonance. It finds high awareness but low salience breadth. It also finds room to improve associations, performance, and feelings toward the brand. It concludes with recommendations like leveraging celebrity partnerships, broadening the target audience, and enhancing perceptions of quality, fun, and warmth to improve the brand's resonance.
Levi Strauss & Co. is a global leader in jeanswear that designs and markets jeans and casual wear. It sells products in over 110 countries through retailers, department stores, and its own 2,800 stores. In 2012, Levi's reported $4.6 billion in net revenues. Levi's brands such as Levi's and Dockers are iconic American styles representing freedom and self-expression. Currently, Levi's targets fashion-conscious youth and young professionals aged 15-30, as well as loyal older customers aged 30-50. The document discusses Levi's brand identity, values, target markets, product lines, and competitors. It analyzes opportunities for Levi's to better target the urban demographic and enhance its brand platform.
The document discusses the Dia San José festival, which celebrates Mexican cultural traditions around Día de los Muertos. The festival had previously been held at the National Hispanic University but outgrew that space. With limited funding and volunteers, the Milagro Marketing team took on the challenge of producing the festival in St. James Park in San José, bringing together over 7,000 people for music, wrestling, a taco eating contest, and celebrating the community tradition.
Victoria's Secret became the largest lingerie retailer in the US by targeting both females and males with marketing campaigns that aimed to make women feel insecure unless they emulated the brand's thin, flawless models, and entice men's curiosity. However, the models admit even they do not look as perfect as in advertisements, and the sexualized campaigns have negative effects by misguiding perceptions of femininity and beauty while also being inappropriate for children.
The document outlines a proposed digital strategy and marketing plan for Victoria's Secret to increase their online presence and sales through social media platforms like Pinterest, Facebook, Twitter, and Instagram. The plan's goals are to gain more followers and exposure on social media, increase traffic to their website, establish their brand, and launch a contest to engage customers. The proposed budget for the digital campaign is $8.2 million.
This digital strategy presentation for Victoria's Secret outlines key details about the company and its target audience. It proposes a $156 million annual digital marketing plan focused on market research, data analysis, an extensive social media presence including Google AdWords, Facebook, and video promotions, as well as a mobile app and traditional marketing methods. The goal is to effectively reach Victoria's Secret's target audience of confident, self-expressive women ages 21-49 through an integrated digital and traditional approach.
Top Lingerie Brands On Social Media Q4 2015Unmetric
Dive deep into the social media metrics behind the top Lingerie brands' incredible social media performance and see the strategies that drove audience engagement and the content that outperformed everything else.
Victoria's Secret is a successful women's lingerie and beauty retailer founded in 1979 in San Francisco. [1] It promotes its brand through extensive advertising and its annual fashion show featuring famous models and celebrities. [2] Victoria's Secret recruits supermodels each year to represent the brand and be icons in the lingerie sector. [3] Currently, Victoria's Secret has over 1,000 stores in the United States and continues innovating with new concepts and expanding its product lines.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The document provides information about studying abroad at the American College of Thessaloniki (ACT) in Greece for the spring 2014 semester. It summarizes that ACT is a prestigious university located in Thessaloniki, Greece's second largest city, and offers courses in liberal arts, business, and Greek culture and language. It would provide an opportunity for students to study in an international setting at a world-class campus in Greece. The program costs approximately $11,250 plus additional estimated costs of $5,586, and financial aid could be applied.
Internet marketing plan bath and body works (1)Cwood064
Bath & Body Works scored a B+ for the effectiveness of their website marketing. While their homepage is attractive and easy to navigate, their social media presence is lacking. They only link to Facebook from their site. Two main competitors, The Body Shop and Crabtree & Evelyn, scored higher with an A- for their websites. Both competitors link to multiple social media platforms and maintain them better than Bath & Body Works. To improve, Bath & Body Works proposed an internet marketing plan with objectives to build long-term customer relationships and increase sales. Their action plan includes starting an email newsletter, creating a blog, and developing a mobile site.
Victoria's Secret aims to make women feel confident and sexy through its clothing. Its $25 million marketing campaign will target women ages 18-30 and teenage girls, and use social media, its fashion show, and Google AdWords. The goal is to increase social media followers and build brand loyalty to create lifelong customers.
Roadmap to omnichannel customer excellenceEnrico Pruis
This is the age of the customer. How can we change our organisations in such a way that we can adapt to the omnichannel behaviour of generation Y. Tieto helps you to bridge the gap between McKinsey's integrated retail theory and a real transformation to all levels of your organisation. The consumer of today is omnichannel. We can help you becoming omnichannel customer excellent.
Quiksilver is a leading action sports brand that manufactures surfwear, clothing, and accessories, but has experienced declining sales in recent years; the document analyzes Quiksilver's brand identity, image, and essence centered around an outdoor lifestyle and commitment to sustainability through CSR initiatives with stakeholders like suppliers, sponsors, consumers, media, and athletes. The analysis informs the development of Quiksilver's IMC plan, budget, and KPIs to strengthen its position in the action sports market through promoting its brand values and an eco-friendly message.
Evolution of luxury retailers in disruptive Omni-channel worldesiml
1) The document discusses the evolution of luxury retailers in an omni-channel world. It explores strategies and implications of this trend for customer-centric retailers.
2) Luxury retailers have been slow to adopt omni-channel strategies compared to mass retailers. However, they are recognizing the need to engage with new generations of luxury customers who are digital natives and conduct significant online research.
3) True omni-channel integration across online and offline channels is needed to provide a seamless customer experience and maximize opportunities to build relationships at each touchpoint of the consumer decision journey.
This document discusses different types of media vehicles that companies can use to deliver advertising messages to customers. It describes press/print media like newspapers and magazines that can target broad or niche audiences. It also covers television, noting it began commercially in 1946. Additional media vehicles mentioned are radio, cinema, internet/web advertising, and mobile advertising. Specifics are provided on characteristics and examples of different formats within each vehicle.
This book is an in-depth media plan a group of students and I created for our Media Planning class junior year. After extensive research, we target an audience and strategically decide what media spots to buy.
This document presents an integrated brand promotional strategy for Mini Cooper targeting millennial audiences. It includes a SWOT analysis of Mini Cooper, outlining strengths like its iconic brand recognition but also weaknesses such as stereotypes about Mini drivers. The overall strategy is centered around the theme "Your MAX experience in a MINI" to showcase how the small vehicle can provide big experiences. A variety of promotional programs are proposed targeting millennial values like social sharing of experiences. Effectiveness will be measured through various metrics to evaluate the strategy.
Victoria's Secret is a lingerie brand that was founded in 1977 by Ronald Raymond with a focus on personalization and creating a sophisticated shopping experience. The brand targets fashion-conscious females aged 25-40 and expanded its target demographic in 2004 with the launch of the Pink line targeting younger women aged 18-24. Victoria's Secret differentiates itself through its use of supermodels, annual fashion show, focus on intimate apparel, brand loyalty programs, and innovative bra technologies.
This document provides an overview and situation analysis for a campaign to shift brand interest from PINK to Victoria's Secret for the 18-24 year old demographic. Research identified a gap between the brands that the campaign aims to close. Primary research including 30 interviews informed insights about the target audience. The analysis identifies Victoria's Secret's strengths in brand awareness and market share but also weaknesses in body perception and costs. Opportunities include distinct branding and marketing for PINK and Victoria's Secret, as well as diversifying models and products. Threats include more affordable options from competitors. The campaign will focus on differentiating high quality products and creating an environment that makes 18-24 year olds want to shop the Victoria's Secret brand.
Money from Malawi Cashgate scandal allegedly funded electoral campaignsJoseph Jacob Esther
Money from Malawi Cashgate scandal allegedly funded electoral campaigns
Cashgate Scandal Malawi and Capital Hill Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
MALAWIS CASHGATE SCANDAL: PROGRESS AND LESSONS
Cashgate Scandal Malawi and Massive Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
Victoria's Secret is the largest American retailer of lingerie, founded in 1977 in San Francisco. It sells lingerie, women's clothing, and beauty products. The company has grown tremendously over the years through comprehensive marketing strategies including its fashion show, promotional offers, and supermodel advertisements. It is considered one of the most powerful, sexy, and glamorous brands in the world. Under CEO Leslie Wexner, Victoria's Secret has become a multi-billion dollar brand and the largest subsidiary of L Brands.
The document provides an analysis of the target market, competitors, and marketing strategies for a proposed women's boutique. It analyzes the demographics, behaviors, and interests of the target market of women ages 35-50 in middle to upper-middle income brackets. Three main competitors are identified: Dillard's, Target, and a local boutique. Dillard's and Target have a larger customer base due to their national presence but carry a broader range of products. The local boutique has a loyal following but relies more on word-of-mouth. Marketing strategies analyzed include promotions, social media, and branding. A SWOT analysis compares the strengths, weaknesses, opportunities and threats faced by each competitor.
Victoria's Secret proposes a breast cancer awareness campaign for October featuring cotton bras and panties with pink ribbons and slogans. Proceeds would support Susan G. Komen. Research found 86% of customers would likely purchase the items. The campaign would utilize social media, print ads, and in-store promotions from late September through October. Evaluation of sales and surveys would assess increasing annual support for breast cancer awareness.
M.A.C. was founded in 1985 in Toronto as a professional makeup brand. It focused on high quality products that could withstand stage lighting and long wear for models, actors, and performers. The brand developed a unique image through black clothing, extreme employee styles, and counters designed for professional artists. M.A.C. now sells products through partner retailers, company stores, and a 1-800 call center across 15 countries. The target consumer is both professional artists and younger fashion-forward retail customers seeking unique looks.
OPI is a professional nail polish brand seeking to increase market share. Its target audiences are women ages 35-65 who value style on a budget. The marketing plan aims to position OPI as a sophisticated yet affordable salon brand. Tactics include TV, print, outdoor and social media advertising emphasizing OPI's chip resistance and wide color selection. The goal is to attract new customers and increase revenues by highlighting OPI's professional quality at accessible price points.
This document provides a market analysis and product development plan for a proposed lingerie brand called AGVORE Lingerie. It discusses the target market as young women ages 20-30 in major Canadian cities with an income over $50,000. The key product is an organic cotton bra and panty set with motivational messages to promote self-love and breast cancer awareness. Market research including surveys of 20 women found that Instagram would be the best platform to promote the product and most customers would pay $20-40 and support donations to non-profits. The plan positions AGVORE competitively between La Senza and higher-end brands while analyzing distribution options.
This document outlines a marketing strategy for Betsey Johnson's new swimwear line called "Bets-tea Party Swim" for Spring/Summer 2013. The strategy involves heavily marketing the line on social media through a contest and targeted ads, as well as in-store promotions. The target customer is females aged 16-34 who are young at heart and break from normal fashion trends. The line will feature one and two piece bathing suits with retro tea party inspired prints made from high quality materials. The goal is to position the brand as lady-like yet wildly creative.
Students in teams of 3 or 4 select a brand/product/service/organization they believe they are the target of and build an integrated communications plan from the brands’ point-of-view.
Era: A business plan created for the Final Major Project for my Fashion Marketing BA(Hons) from London College of Fashion (University of the Arts, London)
The document provides a SWOT analysis for the lingerie retailer Boux Avenue. It outlines the company's strengths such as providing high quality customer service and growing sales. Weaknesses include having similar offers to competitors and potential disruption from migrating distribution centers. Opportunities exist in expanding product lines and internationally. Threats include increased competition from department stores and needing to keep up with customers' digital demands.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
Victoria's Secret is the largest lingerie retailer in the United States, founded in 1977. It grew successful by targeting female customers and releasing a wide variety of products. However, it now faces challenges from competitors offering cheaper alternatives and changing customer preferences. To adapt, Victoria's Secret should move away from outdated concepts like angels and focus more on understanding today's women through improved customer research.
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2. Table of Contents
1.
Overview
2.
History
3.
Situation Analysis
4.
SWOT Analysis
5.
Competitors
6.
Target Audience
7.
Budget
8.
Reach
9.
Frequency
10.
Geography
11.
Media Mix
12.
Media Vehicles
13.
Media Objective/ Strategies
14.
Reflection
Victoria’s Secret Media Plan
3. Overview:
Victoria’s Secret is part of the Limited Brands Company. It is based out of
Reynoldsburg, Ohio. Victoria’s Secret specializes in lingerie, swimwear, beauty
products, sleepwear, hosiery, etc. Currently operating 1,000+ stores in 49 states,
Puerto Rico, and Canada, the company generated $6.12 billion of revenue in 2012.
Victoria’s Secret consists of Victoria’s Secret PINK, Victoria’s Secret Beauty, and
Victoria’s Secret. .
History:
Roy Raymond, a Stanford Graduate School of Business student, founded
Victoria’s Secret in 1977. Raymond felt embarrassed when shopping for lingerie for
his wife in a department store setting. Raymond opened the first Victoria’s Secret
store in Palo Alto. The store was meant to create a comfortable environment for both
men and women with wood-paneled walls, Victorian details, and helpful sales staff.
Instead of racks full of lingerie with every size, Victoria’s Secret featured single styles
hung on the wall in frames. After men picked out the style, sales staff would pull the
correct size out of the back inventory.
In 1982, just five years after the first store opened, Raymond sold the
Victoria’s Secret company to The Limited. At the time of the sale, Victoria’s Secret
had six stores, a 42-page catalogue, and grossed $6 million a year. The Limited
rapidly expanded Victoria’s Secret into U.S. malls during the 1980’s. Victoria’s
Secret started offering a wider range of products including shoes, evening wear, and
4. perfumes through its catalogue, which was issued eight times a year.
By the early 1990’s, Victoria’s Secret was the largest American lingerie
retailer and sales reached $1 billion. Victoria’s Secret gained notoriety in the 1990’s
when they started using supermodels in their advertisements. The Victoria’s Secret
Fashion Show began in 1995 and was broadcasted on primetime television. The
annual show has elaborate custom lingerie, music, and set designs. Celebrities and
entertainers attend the show every year.
In 2007, Limited Brands sold 75 percent of The Limited clothing chain to Sun
Capital Partners in order to focus more attention to Victoria’s Secret and Bath &
Body Works, which accounted for 72 percent of revenue in 2006. As of January
2013, there were 1,019 Victoria’s Secret stores in the United States.
Situation Analysis:
Although historically the lingerie industry has been a very resilient sector both
for brands and retailers, its revenue fell during the recession in 2008 as consumers
started to purchase less expensive basic lingerie items or shopped from discount
retailers, mass merchandisers, and e-commerce retailers.
In the years since the recession, however, the lingerie industry has begun to
recover it had an estimate 3% revenue gain during 2012
Over the next five years, conditions are set to improve for the lingerie
industry. By 2017, the lingerie industry is estimated to be worth $30.55billion. From
2012 to 2017, the unemployment rate is expected to slowly trend down, reaching
6.1% by 2017. With more favorable employment trends, per capita disposable
5. income is expected to rise at an average annual rate of 2.3%, allowing consumers to
increasingly splurge on higher-end lingerie items. The industry will, however, face
increasing external competition from discount retailers, mass merchandisers and ecommerce retailers that are expected to continue expanding their lingerie lines.
Currently, Limited Brands Inc. dominates the industry with its established
brand Victoria's Secret and absorbs about 42.7% of the market. Frederick's of
Hollywood, the second largest operator and another established lingerie brand, trails
far behind, absorbing about 1.0% of the market.
S.W.O.T. Analysis:
Strengths
o Strong brand presence with over 1,000 stores across the United States
o Established and well-known brand
o Victoria’s Secret offers higher quality products than most of its
competitors
o Well-executed advertising and marketing strategies
Top notch models as brand ambassadors, Victoria’s Secret
“Angels”, help brand to stand out among other intimate apparel
brands
Annual Victoria’s Secret Fashion Show helps create brand
awareness
o The company’s sub-brand Pink targeting teenagers and young adults
has been a great success among such audience
o Strong online presence: they have active blogs, social media profiles,
6. and catalogues to create awareness about their product lines;
o Their catalogue has been around for many years and it helps the brand
to reach men, and consumers living in more isolated areas of the
country; as well as create a more intimate relationship with the
consumers.
Weaknesses:
o Limited size selection
o High priced
o Their product selection is not offered at all locations; some locations
have very limited choices
o Association with top notch models (Victoria’s Secret Angels) causes
many women to feel intimidated by not having the “perfect” body to
wear Victoria’s Secret
o Company has limited lines of products
Opportunities:
o Introduction of plus size line for their products
o Extension of its portfolio by foraying into different lines to expand its
offering
o Stronger involvement on social issues such as anorexia, body
dysmorphia, and negative self image in women to show consumers
that VS cares about the women’s health, and that one doesn’t need to
be as skinny as the VS Angels to be beautiful or to wear their lingerie
o Expand its presence on mobile:
7.
Improve its current app by making it more interactive and
friendly;
Possibly launching an exclusive app only for the VS Fashion
Show, so consumers can interact with the brand before, during,
and after the show
Threats:
o High marketing clutter
o Intense competition in the category
o Many competitors offer lower price for similar products
o Several competitors and low-involvement purchase decision may
cause consumers to switch brands frequently
o Fake imitation and replicas
Competitors:
Frederick’s of Hollywood
Department Stores (Wal-Mart, Target, etc.)
Sara Lee
Chain clothing stores (Aerie by American Eagle, Gap Body by Gap, etc.)
Target Audience:
Demographics
o Adults (61% female, 39% male)
o Aged 18-49
o Middle and Upper-Middle Class
8. o 70% Caucasian, 13% Hispanic, 9% African-American, 7%Asian, 1%
Other
o 51% Married, 44.1% Single, 4.9% Separated/Divorced
o 58.8% Have one or more children, 41.2% Don’t have children
Psychographics
o High brand loyalty
o Heavy shoppers
o 66% consider themselves impulsive buyers
o High TV, Internet, and magazine involvement
o Conscious about their body and physical appearance
o Engaged in some sort of physical activity; 69.2% exercise regularly
o Prefer mixed drinks
o Favorite season: Summer (44%)
o VALS: Experiencers
Budget:
$300 million
Reach:
75%
Frequency:
4.0
9. Geography:
Top 20 Spot Markets
Nationally
Media Mix:
Must Use
o Television
VS products are very visual. Lingerie is much more appealing
when you can see how it would look like when you put it on.
Thus television is a medium that offers a great visual aspect for
the product.
With television you can advertise directly to your target
audience by choosing a program with the same target audience
TV has a low cost per thousand (CPM) exposures
o Magazines
Magazines allow the consumers to view the product for as long
as they want.
Print is high quality which allows consumers to see the colors,
the style, and take a more detailed look at the product
High ability to select audience of ads and align with target
audience
10.
Long shelf life with high pass along readership, good for
multiple exposures
o Internet
VS audience is relatively young and very savvy with societal
trends
Internet allows VS to engage in a more personal, friendly
conversation with consumers
It is a way for VS to stay young and up to date
Internet will help VS to be a part of its consumers daily life
o Direct Mail
Very exclusive and personal, helps consumers to relate to the
brand in a meaningful way
It is a way of getting consumers to go to the stores even if that
wasn’t one of their priorities at the time
It is a way to stay in touch and generate brand loyalty
o Outdoors
VS target audience exercise regularly and participate in various
social activities
Their income allows them to own cars and drive to school,
work, the mall, anywhere, everyday
Outdoors are a way of getting their attention as they perform
such activities
Must Not Use
o Newspapers
11.
VS target audience is not the type that would read newspapers
regularly
Newspapers are very expensive and would not be very effective
for selling and advertising lingerie
o Radio
Radio would not be an ideal medium to advertise intimate
apparel
Not appropriate for the type of products VS offers
Media Vehicles:
Television:
o Networks: ABC, CBS, Fox, NBC
Special programs such as VMA’s, AMA’s, Macy’s Thanksgiving
Parade, etc.
The Big Bang Theory, SNL, Sunday Night Football, The Voice,
Dancing with the Stars, Late Night with Jimmy Fallon, Jimmy
Kimmel Live!, etc.
o Cable: A&E, AMC, E!, Comedy Central, TNT, USA Network, SHO,
Telemundo, Univision, ESPN, FX, TBS, HBO, and Fuse.tv
WWE Entertainment, NFL Regular Season, Walking Dead,
Chelsea Lately, E! News, How I Met Your Mother, etc.
Magazines:
o Men: GQ, Playboy, Men’s Health, Men’s Journal, ESPN Magazine
12. o Women: Bride, Cosmopolitan, Everyday with Rachel Ray, Essence,
First for Women, Glamour, Intouch Weekly, Marie Claire, Modern
Bride, More, O The Oprah Magazine, Ok! Weekly, Real Simple, Soap
Opera Weekly, Vogue, W Magazine, Women’s Day, Women’s World,
Working Mother, Lucky, Star, Soap Opera Digest, Elle, Women’s
Health
o General:Entertainment Weekly, People, Fitness Magazine, Health,
Metropolitan Home, New York Magazine, Seventeen, Vanity Fair, TV
Guide, US Airways
Internet
o VS target audience uses the internet daily because they are on social
media
o They visit fashion and beauty sites, celebrities pages, social media,
and blogs
o From searching the web to browsing, VS ads will pop-up in keyword
searches, banners, and sponsorship.
Direct Mail:
o Direct mail will be sent twice a month, every month, all year long
o VS has the budget to do so, and if they happen to not get the some
consumers on the first mail, they might get them on the second
Outdoor:
o 50 show
13. o Outdoor ads will be displayed in billboards and bus shelters
strategically located in shopping areas
Media Objective/ Strategies:
Objective:
o To reach 75% of American adults with a frequency of at least 4.0 from
ages 18-49. These adults will be exposed to Victoria’s Secrets
advertisements all year long (12 months) using a combination of
multiple media vehicles
Strategies:
o I used a continuous ad campaign throughout all 12 months of the year
o VS has a very high advertising budget which allows it to stay present in
the market all year long without any need for a break
o Intimate apparel is something that people use everyday and may buy
all year long, so it makes sense for VS to stay present in the market
since it has the budget to
January – February:
o During these two months VS will highly advertise for Valentine’s Day. A
time of the year when most of their target audience, men and women,
of all ages, go spend on lingerie to impress their significant other.
March – May:
o VS advertisements during these three months will be targeted to two
important times of the year to buy intimate apparel: Mother’s Day and
Wedding Season.
14. o Almost 60% of VS target audience have children which means that
their significant other will be spending money on presents
o VS target audience are at an age range that either they will get
married, once 44% are single, or they will have a friend’s or relative’s
wedding to attend.
June – September:
o The warmest months of the year
o VS sells bathing suits as part of their product lines, so these four
months are the time for them to intensify their advertisements
o Most VS consumers prefer warm weather, 44% say summer is their
favorite season
o Many consumers are out of school or on vacation so they have more
time for shopping
October – December:
o The last three months of the year are very important for VS’ target
market because the Holidays as well as the Victoria’s Secret Fashion
Show that is hosted annually in December, are coming up
o American adults get very excited to shop for the Holidays so it is crucial
to intensify advertisements for this time of the year
o The VS Fashion Show also attracts many eyeballs and get consumers
very excited about the brand, thus it is a great time for VS to advertise