This is a presentation of mini case on Victoria's Secret (kotler edition15) made during an internship under Prof. Sameer Mathur of IIM Lucknow

1. A BODY FOR EVERYBDOY

2. About the Brand
• Roy Ramond founded the
company in 1977 and then later
sold it to Leslie Wexner in 1982
for $1 million.
• Largest Lingerie brand in the
united states till date (reported
net sales of $2.438 billion for
December, an increase of 1%
over last year)
ROY RAMOND

3. Story Behind Victoria’s Secret
• A Stanford MBA named Roy Raymond wants to buy
his wife some lingerie but he's too embarrassed to
shop for it at a department store. He comes up
with an idea for a high-end place that doesn't
make you feel like a pervert. He gets a $40,000
bank loan, borrows another $40,000 from his in-
laws, opens a store, and calls it Victoria's
Secret. Makes $500,000 his first year. He starts a
catalogue, opens three more stores, and after five
years he sells the company to Leslie Wexner and
the Limited for $4 million.

4. Diversity
Victoria’s Secret PINK Itself Victoria’s Secret
Body Care Products

5. PINK
• A lingerie line by Victoria’s Secret targeting
younger women than their main line. The
target demographic consists of youth from
ages 12 to 22.
• Expects this youth to be loyal to the brand and
buy from the mother brand in future.

6. Body Care

7. Product Lines
• Lingerie
• Sleepwear
• Clothes
• Swimwear (used to)
• Beauty

8. How it reaches it’s Customers?
• Television Ads
• Multi-Utility Stores
• Online sites
• 24/7 ordering line

9. Catalogues

10. Fashion Shows
• Hires International models
• Mega Performances by Celebrities

11. • Angel Wings •Fantasy Bra
(Diamond studded)

12. Strategy
Intimate Product
+ Innovation
+ Direct Marketing
= Stylish, Trendy, Accessible and Acceptable
Product

14. Success
• Happy Customers
• Great Satisfaction
• Brand Loyalty

15. Challenges
• Narrow Product Line
• No cultural variation across the globe
• Similar cheaper brands
• Celebrity endorsements- economic burden

16. What is it doing to cut down it’s
costs?
• Removed swimwear
• Removed accessories
• Removes apparels
• Stopped sending catalogues

17. What’s New for Victoria’s Secret?
• Expand Product line
• Endorsing common people
• Sponsoring general events
• Adding cultural variations

18. SUMMARY
• About the brand
• Story
• Diversity
• Product line
• How it reaches its consumers
• Strategy
• Challenges
• What’s new?

20. Disclaimer
This is a mini case study prepared by Dhwani
Kothari from J. D. Birla Institute (Department
of Management) during a marketing
Internship under Professor Sameer Mathur.
Prof. Sameer Mathur
IIM LUCKNOWDhwani Kothari
JDBI