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Victoria's secret

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Giulia Gasparini

on 15 April 2013

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Transcript of Victoria's secret

Marketing Course Giulia
829588 Gianluca
829095 W S O T -Massive presence;
-Strong advertising;
-Design, style;
-Continuous innovation; -Several competitors
-Limited sector;
-US focus -Portfolio enlargement;
-Increase world coverage;
-Improve digital activities;
-Men's wear -Fake products;
-Financial crisis PRODUCT PRICE Founded by Roy Raymond
in 1977 in San Francisco In 1982 acquisition by
Limited Brands Inc. Today is the largest American retailer of lingerie In 2012 operating income reached 1.188,3 million $
(+10% wrt 2011) 1047 stores in US, Canada and UK (2012) NEW ENTRANTS BUYERS RIVALRY SUPPLIERS SUBSTITUTES High Barriers due to trust relationship and strong brand; Low bargaining power; Industry size is growing; Low cost of switching suppliers, but only among high quality ones; Product differentiation decreases the threat of substitutes; PORTER'S 5 FORCES SWOT ANALYSIS HOT CAUSE Men felt uncomfortable in buying lingerie for women Women through their different life phases (15-60)

Men encouraged to buy for their significant others TARGET SEGMENTATION CRITERIA Mainly demographic but also psychographic and behavioral Supported by References: THANK YOU! Models & Lines 2.042.893 followers 22.060.586 likes PLACE MAIN COMPETITORS MARKETING MIX Shopping goods 62.460.773 video visualization 254.957 subscribers Annual
*Famous guests
*Event Social Networks & Apps Multi-channel communication Multi-channel strategy Stores Catalog Direct http://www.moda24.ilsole24ore.com/art/industria-finanza/2013-02-07/victorias-secret-produrra-reggiseni-161215.php?uuid=AbTXZCSH http://www.eloquent-web-and-graphic-design.com/2012fall/grewe_alexie/portfolio/documents/FINAL_Marketing_Report.pdf http://kaitlinparsley.wordpress.com/2012/07/03/victorias-secret-marketing-strategy/ Brands & labels Different products
Different styles
Different materials
Different shapes
Different sizes
Different uses Romance
Sensuality Creativity
Style Value-added pricing strategy BASIC PRICE but "just reachable" level Lifestyle Experience Dream PREMIUM
PRICE PROMOTIONS 2 Semi-annual sales Bundles Gifts Reward Card Victorian atmosphere
Aesthetic experience
Central location
Trained personnell
Huge assortment +390 copies sent in the US
Free subscription
Piece of "art" Online store
Easy to use
Interactive SYNERGY Panorama, January 3rd 2013, page 54, "Colour appeal", Social Scenario http://www.victoriassecret.com Limited brands, Fourth Quarter Earnings Presentation February 27, 2013 Limited Brands, Proxy Statement for the 2012 Annual Meeting of Stockholders and 2011 Annual Report ADVERTISING Targeted e-mails
Sales Promotions
Trained sales force BUT PROMOTION Magazines & newspapers vs Factors above control OTHER Detox iOS and Android application http://www.mbaskool.com/brandguide/lifestyle-and-retail/3576-victorias-secret.html http://www.brandchannel.com/features_webwatch.asp?ww_id=213 Kotler P., Armstrong G. (2012). Principles of marketing, 14th edition. Pearson, Prentice Hall. www.etam.com , www.fredericks.com , www.intimissimi.com , www.laperla.com , www.gillyhicks.com , www.ae.com/aerie , www.agentprovocateur.com www.wikipedia.com AGE MALE SWIM BEAUTY PRICE FASHION SHOW APP ONLINE STORE STORE ATMOSPHERE
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