Victoria Secret Communication Plan

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4/8/2011
[Type the document subtitle] | Melissa& Brittney|

Victoria’s Secret| Strategic Communication Plan|

Victoria’s Secret| Strategic Communication Plan|

Executive Summary

Table of Contents
Executive Summary2
Statement of Corporate Purpose6
Situation Analysis6
The issue6
The Organization7
Internal environment7
Public Perception7
External Environment7
The Publics7
Producers7
Enablers7
Limiters8
Customers8
Key Publics9
Primary publics9
Secondary Publics9
Opportunities9
Opportunity 19
Opportunity 29
Opportunity 39
Time Frame9
Budget9
Communication Goal9
Position9
Objectives10
Objective one10
Objective two10
Objective three10
Objective four10
Objective five10
Objective six11
Objective seven11
Objective eight11
Recommended Strategies11
Strategy one11
Strategy two11
Strategy three11
Strategy four12
Strategy five12
Strategy six12
Theme12
Key Publics12
Public one12
Public two12
Public three12
Public four12
Spokesperson12
Key Messages12
Message one13
Message two13
Message three13
Message four13
Implementation13
Evaluation13
Appendix13

Statement of Corporate Purpose

Victoria’s Secret was first launched in San Francisco, California by Roy Raymond in 1977. He opened the first store at a Stanford Shopping Centre in Palo Alto, and quickly followed it with a mail-order catalogue and three other stores. The chain was started with men in mind; their goal was to make intimate apparel shopping easier for men, by offering an uncluttered store front, and friendly sales clerks. In 1982 after 5 years of operation Raymond sold the Victoria’s Secret Company grossing $6million per year to Leslie Wexner, creator of the Limited brand for $4million. The limited brand quickly opened several stores across the United States, helping to put a higher class of intimate apparel on the map. The US headquarters for Limited Brand is located in Columbus, Oh, and the Canadian headquarters is located in Montreal, Quebec. Victoria’s Secret falls under the umbrella of the Limited Brand, along with Canadian Sister Store La Senza. The Limited Brands is committed to building a family of the world's best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for their shareholders. Situation Analysis

The issue
Due to changes in world economics, a greater recovery in the domestic retail real estate market and increase in spending north of the American boarder, Limited Brand parent company to Victoria’s Secret who recently expanded to Canada wants to develop a strategic communication plan which will help to increase its Canadian intimate apparel market share to 50 per cent. Limited Brand took over ownership of Canadian lingerie La Senza in 2006. The now sister company to Victoria’s Secret holds 30 per cent market share in young women intimate apparel and only 15 per cent in all women’s intimate apparel, which means there is room for both Victoria’s Secret and La Senza to coexist in the same market. The Organization

Internal environment
The largest subsidiary of Limited Brands (based on sales) is also North America's number one specialty retailer of women's intimate apparel, operating about 1,040 mostly mall-based Victoria's Secret lingerie stores throughout the US and Canada. Bras, panties, hosiery, swimwear, shoes, and more are sold under the Victoria's Secret brand and grouped in collections such as Dream Angels and Very Sexy. Many Victoria's Secret lingerie stores also sell beauty products. Its sister company Victoria's Secret Direct mails about 400 million of its sexy catalogues per year, offering intimate apparel, women’s clothing, and footwear. The company employs thousand’s of people across Canada and the United States and has a 2 person public relations team. Public Perception

Limited Brands sees...
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