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Emily Kates, Patricia De Carvalho, Jana Dankova
Iraq
Company Characteristics
Company Philosophy
• Synonymous with all things feminine
and sexy
Business Objectives
• Everyday sexiness & moments that
require something special
• Ability to sell to everyone: Women,
Girls and Men
Brand Background
• Started to make men feel more
comfortable in store
• Sold to L Brands in 1982
• Profit in 2013 = $4.39 Billion
Product Portfolio
• Lingerie & everyday undergarments
• Sleepwear & loungewear
• Swimwear
• Sportswear
• Clothing, shoes, & accessories
• Beauty products
Sizes
• 0 to a size 16 (XS-XL)
• Bras from 30A to 40D
Product Overview
Competition
AdoreMe
• Fast-growing
company
• Has their eyes
locked
specifically on
Victoria’s
Secret’s market
share
True & Co.
• Developed with
the philosophy
that finding the
perfect bra is a
nuisance
• Focuses on the
wholesome
experience of
getting fitted
online
Vanity Fair
• Not specifically
high-end
• Focuses on the
everyday
comfort of the
bra
Frederick’s of
Hollywood
• Online only
• Online stores still
capture much of
the same
audience that
Victoria’s Secret
has
Climate:
Mostly desert; mild to cool winters
with dry, hot, cloudless summers
Ethnic Make-up:
Arab 75%-80%, Kurdish 15%-20%,
Turkoman, Assyrian, or other 5%
Religions:
Muslim 97%, Christian or other 3%
Language:
Arabic (“Iraqi Arabic”) & Kurdish
Host Country Data
Labor Force: 17% women
Income per capita: $7,100
Literacy: 71.2% of women
Average Weight: 145.58 lbs (BMI: 25)
Other Stats:
• 78% of Iraqis use mobile phones
• 12% of Iraqis own a personal computer
• 71% of Iraqis live in urban areas
Host Country Data
Population Pyramids
Distribution of Expenses
Home Host
Home
Limited Income
• Available only to a certain market
segment that can afford luxury goods
Size Offerings
• Largest size = 16
• (Most stores go up to a 28)
Rise in Competition
• Increase in online stores
• Fighting for same market share
Host
Gender
• Defined gender roles, but no
restrictions on driving or working
War
• Risk of political instability & disruption of
business
In-Store Experience
• Challenging to get women into stores &
make them feel comfortable
Ads & Storefronts
• Images of women in bras and panties
cannot be shown. Need for new
marketing images & storefronts
Country Constraints
Holidays & Traditions
Ramadan
• Tradition: Fasting, conservative time
• Effect: Less focus on spending, working, and indulging
Eid Al Fitr (End of Ramadan)
• Tradition: Attending prayers, listening to sermons, giving
food, preparing festive meals, wearing new clothes
• Effect: Store opening hours, boost in sales during this month
Eid Al Adha (Feast of Sacrifice)
• Tradition: Praying, wearing new clothes, and often
symbolically sacrificing an animal
• Effect: Limited store hours; shopping habits may be affected
Celebrations
• Khitooba – Engagement party
• Nishan – Pre-wedding party
• Lailat al Henna – Henna party the
night before the wedding
• Wedding ceremony & reception
• Sab’a – Seven days after the
wedding (female only)
Gift Giving
• Gold & jewelry
Weddings
Iraq SWOT Analysis
Strengths
• Luxury Brand
• Offering More than Just Clothes
• Competition is Scarce
• Brand Recognition; International
Reach
Weaknesses
• Difficult to Market Within Country
• Lack of Internet E-Commerce
Infrastructure
Opportunities
• Modernization of Fashion
• Large Young Population
• More Opportunities for Women
Risks
• Vulnerability in Case of Economic
Downturn
• Political Instability
• Competitors Also Seizing
Opportunities
• Fashion Shows - Not Conservative
To become the go-to luxury brand for
everyday glamour in lingerie, sleepwear,
and bridal gifts.
Objective
M.H. Alshaya
• M.H. Alshaya, a Kuwaiti private company
with decades of experience in bringing
American brands to the Middle East
• Operates in 19 countries with more than
70 brands in its portfolio
Proven Partner
• Operates 17 Victoria’s Secret stores in
Saudi Arabia, UAE, Kuwait, Egypt,
Lebanon, and Turkey
Operations
• Scouts locations
• Negotiates leases
• Hires and manages employees
&
Mode of Entry
Name: Amira Laith
Gender: Female
Family Life-Cycle: Engaged
Age: 18-25
Class: Upper Middle Class, to Upper Class
Ethnicity: Middle Eastern
Education: Currently in School or Recent Graduate
of University
Future Occupation: Elementary School Teacher
Favorite Food: Iraqi Biryani
Favorite Drink: Turkish Coffee
Favorite TV Show: Guilty pleasure reality TV
Clothing:
• Her closet includes Michael Kors, Tory Burch, and even
some Versace.
• She typically does not wear the hijab.
Fun Fact: Amira enjoys cooking for her family and
takes pride in making the traditional recipes passed
down by her ancestors.
Target Customer
Victoria’s Secret adds something a little
more personal to traditional lingerie.
• The staple wedding gift
• Understanding what women desire
• Ease and comfort of purchase
• Instilling confidence
Value to Customer
“The philosophy is that women are not out there for
the world to look at them, so they don’t dress for the
general public. But for their family and friends, they
dress beautifully. They have magnificent hairstyles, they
wear magnificent jewelry and they love lingerie.”
- Alia Hogben, Executive Director of the Canadian Council of Muslim Women
Product Adaptation
Sleepwear & Lingerie
• Bras, panties, baby dolls, slips,
corsets, teddies, gowns, kimonos,
and garters
Luxe Fabrics
• Satin, silk, lace, and velvet
• Iraqi textiles and fabrics
Rich Colors
• Pinks, greens, teals, purples, and
classic black and white
Sets
• Matching sleepwear & lingerie
Product Adaptation
Wedding Gifts
• Glamorous honeymoon lingerie sets
• Sab’a sleepwear and lingerie sets
• Beautiful packaging (gold foil, rich
colors, boxed and wrapped in tissue
paper)
Product Adaptation: Weddings
Jewelry
• Partner with upscale Iraqi jewelry brand
• Exclusive Victoria’s Secret line
• Traditional (gold and diamonds) and
non-traditional gemstones
• Create a “one stop shop” for wedding gifts
Product Adaptation: Jewelry
Stores
• Our products will be sold in elegant, discreet
store locations
• Tinted glass windows (for privacy)
• Window displays of glamorous sleepwear and
mannequins wearing lingerie
• Located in major shopping malls
Décor
• Store decor would reflect Iraqi prints and
textiles and evoke an upscale luxurious
atmosphere
Fitting Rooms
• Located in an alcove
• Floor to ceiling doors and walls
• Easy to understand graphics and measuring
tape in each fitting room
Sales Associates
• Employ only women to ensure the comfort and
privacy of customers
Placement
Mansour Mall, Baghdad
The mall contains stores such as the Loft,
Clarks, ECCO, and Timberland. The mall is
frequently packed as it has become a
place shop as well as a local hangout.
Majidi Mall, Erbil
67 stores including the likes of Adidas,
Levi’s, Nike, PUMA, and United Colors of
Benetton. Like the Mansour Mall, it also
contains a movie theatre and arcade.
Location Strategy
Location Strategy
Factors Considered:
• Economic Value
Analysis
• Reference Value
• Inflation
• Typical Basket –
Affinity to Spend
• Discounting
• Brand Value - Luxury
Price on
Tag USD
Price on Tag
IQD
Avg Price
Paid USD
Avg Price
Paid IQD
Lingerie $50.00 -
$100.00
56,987.50 -
113, 974.99
$35.00 -
$70.00
39891.25 -
79782.50
Bras $50.00 56,987.50 $35.00 39891.25
Undies $14.50 -
$20.00
16,526.37 -
22,795
$10.15 -
$14.00
16526.37 -
22795.00
Sleepwear $50.00 -
$80.00
56, 987.50 -
91,180
$35.00 -
$56.00
39891.25 -
63826.00
Body Care $8.00 -
$30.00
9118.00 -
34192.50
$5.70 -
$21.00
6496.57 -
23934.75
$1 (USD) = 1139.75 Iraqi Dinar (IQD)
Price
Message
• Be Exquisite
Advertising
• VS colors
• Jewelry & Wedding Pictures
• Sleepwear Pictures
• Around theme “Be Exquisite”
Email Campaigns
Coupons
Social Media
• Inapplicable to the industry
Website
• E-Commerce Problems
• Re-purposing the Website
Promotion
• Increases high-end value of brand
associations
• Keeps the brands luxury status
• A way to remind women of VS
without direct advertising of VS
products
• Fits with Wedding Gifts focus
Promotion: Jewelry
• Advertising without sexualizing the
brand
• Expands customer base
• Keeps the brands luxury status
• Can use for advertising
• Having both men & women
featured
Promotion: Weddings
Wedding Parties
• Bride’s close friends & family
• Pick out gifts for the bride
together
• Refreshments
• Attendants ready to assist
Promotion: Weddings Parties
New Years - Sale 30%
Sale Promotion
Q1
Q2
December 26 – Jan 1
Email, New Content, Sale,
Shortened Hours
Email, Coupon, Discount,
New Content
Season Change –
Coupon Emailed
May 5 – May 15
Email Coupon
June 15 – July 5
No Promotions
Ramadan Begins
Marketing Action Plan
Q3
Q4
July 6 – July 9
Email Campaign,
New Content, Sale,
Shortened Hours
Sep 13 – Sep 16
Email Campaign,
New Content, Sale,
Shortened Hours
Republic Day
Eid-al-Fitr
(End of Ramadan)
July 8 – July 14
Email Campaign,
New Content, Sale,
Shortened Hours
Eid-al-Adha Season Change
Email, Coupon
Discount, New Conten
Sep 26 – Oct 3
Email Campaign, New
Content, Sale,
Shortened Hours
December 21
Email, Coupon
Discount, New Content
Ashura
Iraqi Independence Day
& Islamic New Year
October 12 Email No
Promotions
Season Change Christmas
Dec 17 – Dec 25
Email Campaign, New
Content, Sale,
Shortened Hours
Marketing Action Plan
Beginning of
Wedding Season
July 10 – Aug 30
Email Campaigns,
New Content
Performance Measures: Short-Term
Objective:
Gain entry
into the
Iraq
market
Measure:
Paperwork
is signed
and entry
is granted
Objective:
Analyze the
target
audience’s
tastes in
order to tailor
marketing
efforts
Measure:
Surveys are
collected &
on-site
research
reports are
submitted
Objective:
Set up in
two
target
locations
Measure:
Stores
are built
and
stocked
Sustainable store performance:
• Measure: Assess sales after 6 months and 1 year to reach targets. Each store
should generate around $1.5 million in gross profits per year.
Customer Satisfaction:
• Measure: Conduct surveys and research to get feedback from customers to
achieve above 60% satisfaction
If targets are reached, expansion can be considered to two new locations
Performance Measures: Long-Term
Questions?

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VS Marketing Plan Presentation

  • 1. Emily Kates, Patricia De Carvalho, Jana Dankova Iraq
  • 2. Company Characteristics Company Philosophy • Synonymous with all things feminine and sexy Business Objectives • Everyday sexiness & moments that require something special • Ability to sell to everyone: Women, Girls and Men Brand Background • Started to make men feel more comfortable in store • Sold to L Brands in 1982 • Profit in 2013 = $4.39 Billion
  • 3. Product Portfolio • Lingerie & everyday undergarments • Sleepwear & loungewear • Swimwear • Sportswear • Clothing, shoes, & accessories • Beauty products Sizes • 0 to a size 16 (XS-XL) • Bras from 30A to 40D Product Overview
  • 4. Competition AdoreMe • Fast-growing company • Has their eyes locked specifically on Victoria’s Secret’s market share True & Co. • Developed with the philosophy that finding the perfect bra is a nuisance • Focuses on the wholesome experience of getting fitted online Vanity Fair • Not specifically high-end • Focuses on the everyday comfort of the bra Frederick’s of Hollywood • Online only • Online stores still capture much of the same audience that Victoria’s Secret has
  • 5. Climate: Mostly desert; mild to cool winters with dry, hot, cloudless summers Ethnic Make-up: Arab 75%-80%, Kurdish 15%-20%, Turkoman, Assyrian, or other 5% Religions: Muslim 97%, Christian or other 3% Language: Arabic (“Iraqi Arabic”) & Kurdish Host Country Data
  • 6. Labor Force: 17% women Income per capita: $7,100 Literacy: 71.2% of women Average Weight: 145.58 lbs (BMI: 25) Other Stats: • 78% of Iraqis use mobile phones • 12% of Iraqis own a personal computer • 71% of Iraqis live in urban areas Host Country Data
  • 9. Home Limited Income • Available only to a certain market segment that can afford luxury goods Size Offerings • Largest size = 16 • (Most stores go up to a 28) Rise in Competition • Increase in online stores • Fighting for same market share Host Gender • Defined gender roles, but no restrictions on driving or working War • Risk of political instability & disruption of business In-Store Experience • Challenging to get women into stores & make them feel comfortable Ads & Storefronts • Images of women in bras and panties cannot be shown. Need for new marketing images & storefronts Country Constraints
  • 10. Holidays & Traditions Ramadan • Tradition: Fasting, conservative time • Effect: Less focus on spending, working, and indulging Eid Al Fitr (End of Ramadan) • Tradition: Attending prayers, listening to sermons, giving food, preparing festive meals, wearing new clothes • Effect: Store opening hours, boost in sales during this month Eid Al Adha (Feast of Sacrifice) • Tradition: Praying, wearing new clothes, and often symbolically sacrificing an animal • Effect: Limited store hours; shopping habits may be affected
  • 11. Celebrations • Khitooba – Engagement party • Nishan – Pre-wedding party • Lailat al Henna – Henna party the night before the wedding • Wedding ceremony & reception • Sab’a – Seven days after the wedding (female only) Gift Giving • Gold & jewelry Weddings
  • 12. Iraq SWOT Analysis Strengths • Luxury Brand • Offering More than Just Clothes • Competition is Scarce • Brand Recognition; International Reach Weaknesses • Difficult to Market Within Country • Lack of Internet E-Commerce Infrastructure Opportunities • Modernization of Fashion • Large Young Population • More Opportunities for Women Risks • Vulnerability in Case of Economic Downturn • Political Instability • Competitors Also Seizing Opportunities • Fashion Shows - Not Conservative
  • 13. To become the go-to luxury brand for everyday glamour in lingerie, sleepwear, and bridal gifts. Objective
  • 14. M.H. Alshaya • M.H. Alshaya, a Kuwaiti private company with decades of experience in bringing American brands to the Middle East • Operates in 19 countries with more than 70 brands in its portfolio Proven Partner • Operates 17 Victoria’s Secret stores in Saudi Arabia, UAE, Kuwait, Egypt, Lebanon, and Turkey Operations • Scouts locations • Negotiates leases • Hires and manages employees & Mode of Entry
  • 15. Name: Amira Laith Gender: Female Family Life-Cycle: Engaged Age: 18-25 Class: Upper Middle Class, to Upper Class Ethnicity: Middle Eastern Education: Currently in School or Recent Graduate of University Future Occupation: Elementary School Teacher Favorite Food: Iraqi Biryani Favorite Drink: Turkish Coffee Favorite TV Show: Guilty pleasure reality TV Clothing: • Her closet includes Michael Kors, Tory Burch, and even some Versace. • She typically does not wear the hijab. Fun Fact: Amira enjoys cooking for her family and takes pride in making the traditional recipes passed down by her ancestors. Target Customer
  • 16. Victoria’s Secret adds something a little more personal to traditional lingerie. • The staple wedding gift • Understanding what women desire • Ease and comfort of purchase • Instilling confidence Value to Customer
  • 17. “The philosophy is that women are not out there for the world to look at them, so they don’t dress for the general public. But for their family and friends, they dress beautifully. They have magnificent hairstyles, they wear magnificent jewelry and they love lingerie.” - Alia Hogben, Executive Director of the Canadian Council of Muslim Women Product Adaptation
  • 18. Sleepwear & Lingerie • Bras, panties, baby dolls, slips, corsets, teddies, gowns, kimonos, and garters Luxe Fabrics • Satin, silk, lace, and velvet • Iraqi textiles and fabrics Rich Colors • Pinks, greens, teals, purples, and classic black and white Sets • Matching sleepwear & lingerie Product Adaptation
  • 19. Wedding Gifts • Glamorous honeymoon lingerie sets • Sab’a sleepwear and lingerie sets • Beautiful packaging (gold foil, rich colors, boxed and wrapped in tissue paper) Product Adaptation: Weddings
  • 20. Jewelry • Partner with upscale Iraqi jewelry brand • Exclusive Victoria’s Secret line • Traditional (gold and diamonds) and non-traditional gemstones • Create a “one stop shop” for wedding gifts Product Adaptation: Jewelry
  • 21. Stores • Our products will be sold in elegant, discreet store locations • Tinted glass windows (for privacy) • Window displays of glamorous sleepwear and mannequins wearing lingerie • Located in major shopping malls Décor • Store decor would reflect Iraqi prints and textiles and evoke an upscale luxurious atmosphere Fitting Rooms • Located in an alcove • Floor to ceiling doors and walls • Easy to understand graphics and measuring tape in each fitting room Sales Associates • Employ only women to ensure the comfort and privacy of customers Placement
  • 22. Mansour Mall, Baghdad The mall contains stores such as the Loft, Clarks, ECCO, and Timberland. The mall is frequently packed as it has become a place shop as well as a local hangout. Majidi Mall, Erbil 67 stores including the likes of Adidas, Levi’s, Nike, PUMA, and United Colors of Benetton. Like the Mansour Mall, it also contains a movie theatre and arcade. Location Strategy
  • 24. Factors Considered: • Economic Value Analysis • Reference Value • Inflation • Typical Basket – Affinity to Spend • Discounting • Brand Value - Luxury Price on Tag USD Price on Tag IQD Avg Price Paid USD Avg Price Paid IQD Lingerie $50.00 - $100.00 56,987.50 - 113, 974.99 $35.00 - $70.00 39891.25 - 79782.50 Bras $50.00 56,987.50 $35.00 39891.25 Undies $14.50 - $20.00 16,526.37 - 22,795 $10.15 - $14.00 16526.37 - 22795.00 Sleepwear $50.00 - $80.00 56, 987.50 - 91,180 $35.00 - $56.00 39891.25 - 63826.00 Body Care $8.00 - $30.00 9118.00 - 34192.50 $5.70 - $21.00 6496.57 - 23934.75 $1 (USD) = 1139.75 Iraqi Dinar (IQD) Price
  • 25. Message • Be Exquisite Advertising • VS colors • Jewelry & Wedding Pictures • Sleepwear Pictures • Around theme “Be Exquisite” Email Campaigns Coupons Social Media • Inapplicable to the industry Website • E-Commerce Problems • Re-purposing the Website Promotion
  • 26. • Increases high-end value of brand associations • Keeps the brands luxury status • A way to remind women of VS without direct advertising of VS products • Fits with Wedding Gifts focus Promotion: Jewelry
  • 27. • Advertising without sexualizing the brand • Expands customer base • Keeps the brands luxury status • Can use for advertising • Having both men & women featured Promotion: Weddings
  • 28. Wedding Parties • Bride’s close friends & family • Pick out gifts for the bride together • Refreshments • Attendants ready to assist Promotion: Weddings Parties
  • 29. New Years - Sale 30% Sale Promotion Q1 Q2 December 26 – Jan 1 Email, New Content, Sale, Shortened Hours Email, Coupon, Discount, New Content Season Change – Coupon Emailed May 5 – May 15 Email Coupon June 15 – July 5 No Promotions Ramadan Begins Marketing Action Plan
  • 30. Q3 Q4 July 6 – July 9 Email Campaign, New Content, Sale, Shortened Hours Sep 13 – Sep 16 Email Campaign, New Content, Sale, Shortened Hours Republic Day Eid-al-Fitr (End of Ramadan) July 8 – July 14 Email Campaign, New Content, Sale, Shortened Hours Eid-al-Adha Season Change Email, Coupon Discount, New Conten Sep 26 – Oct 3 Email Campaign, New Content, Sale, Shortened Hours December 21 Email, Coupon Discount, New Content Ashura Iraqi Independence Day & Islamic New Year October 12 Email No Promotions Season Change Christmas Dec 17 – Dec 25 Email Campaign, New Content, Sale, Shortened Hours Marketing Action Plan Beginning of Wedding Season July 10 – Aug 30 Email Campaigns, New Content
  • 31. Performance Measures: Short-Term Objective: Gain entry into the Iraq market Measure: Paperwork is signed and entry is granted Objective: Analyze the target audience’s tastes in order to tailor marketing efforts Measure: Surveys are collected & on-site research reports are submitted Objective: Set up in two target locations Measure: Stores are built and stocked
  • 32. Sustainable store performance: • Measure: Assess sales after 6 months and 1 year to reach targets. Each store should generate around $1.5 million in gross profits per year. Customer Satisfaction: • Measure: Conduct surveys and research to get feedback from customers to achieve above 60% satisfaction If targets are reached, expansion can be considered to two new locations Performance Measures: Long-Term

Editor's Notes

  1. ** add flow chart / brand logos - we anticipate these being the competitors who would be most likely to expand into Iraq As far as host country competitors they are hard to identify Especially online competitors
  2. - add this to the paper
  3. ** move these up to Iraqi information
  4. ** move up - when do people get married most during the year? Summer,
  5. ** move this
  6. - Change picture and go over which facts to highlight for her profile
  7. I think we can do more with this slide
  8. *** add another slide on wedding gifts: have separate section of store (could possibly have little soirees to accompany sab'a party, posters w/ "looking for your best friend's sab'a gift?", partnerships)
  9. *** add another slide on wedding gifts: have separate section of store (could possibly have little soirees to accompany sab'a party, posters w/ "looking for your best friend's sab'a gift?", partnerships)
  10. **** add wedding promotions for summer (mid July through August)
  11. ** put long term in the title
  12. ** put long term in the title