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Victoria's Secret Pink Marketing Plan

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by

joanne alberts

on 24 April 2014

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Transcript of Victoria's Secret Pink Marketing Plan

Prepared by:
Kelsey Davis, Fernanda Muniz, Anita Qureshi, and Joanne Alberts

Background Information
Launched in 2002

PINK targets 15-to-22 year old young ladies

Objective: to introduce teenage girls to Victoria’s Secret stores

Overall Summary
Background Information

Victoria's Secret has the most market share plus its teen-focused PINK line is quite strong as well

Customers can purchase PINK products through Victoria’s Secret stores, PINK stores, and online

Maintaining a distinct lingerie product that line that targets ladies between the ages of 15 -22 can assume a big risk for the company. Brand and product managers need to appeal to the core demographic while avoiding scrutiny for overly provocative and sexy products.

Supporting Objectives
Extended Collegiate/Sports Apparel -To expand the PINK product line and appeal to new consumers
Customization Tool –-To enhance the consumer experience and attract new consumers
“Happy Birthday Campaign” –-To transition PINK consumers to the other Victoria Secret product lines

Marketing Goals & Objectives
Marketing Strategy
Tactical Marketing Activities
Timeline
Extended Sports & Collegiate Product Line
Extension of PINK’s current college and sports products

Banners on the current PINK website
Flyers on college campuses
Organic and paid advertising through Facebook

Banner
Flyers
Customization
A website will be dedicated to customizing PINK college apparel in order to enhance the consumer experience and attract new consumers.
Extended Sports & Collegiate Product Line
Target Market
Product Strategy
Price Strategy
Integrated Marketing Communication Strategy

Target Market
15-22 year females
Buying behavior
Product Strategy
Logo Design
Major Features & Benefits
Differential/ Positioning Strategies

Integrated Marketing Communication Strategy
Extended Sports & Collegiate Product Line
Customization
Birthday Campaign
Price Strategy
Extended Sports & Collegiate Product Line
Customization
Birthday Campaign
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http://projectpinkmarketingplan.weebly.com/

PINK will have to work with its collegiate/sports product line manager in order to expand the line’s offerings and possibly pursue a deal with the NBA.

We do not foresee any internal resistance, as this recommendation is an extension of what the company already carries.

Conclusion
Overall Summary
Background
Marketing
Goals and Objectives
Strategy
Implementation
Any Questions?
Hope you all enjoyed our presentation and we thank you for your attention!
Background
Marketing
Goals & Objectives
Strategy
Implementation
Conclusion
An opportunity to encourage girls to make the transition from Pink to Victoria’s Secret
E-Blasts to all existing customers
Direct mail birthday cards
Both with coupons
E-Blast
Direct Mail
Birthday Flyer
Birthday Campaign
Full transcript