Victoria Secret to Asia

Only available on StudyMode
  • Topic: Victoria's Secret, Brand, Lingerie
  • Pages : 27 (6812 words )
  • Download(s) : 368
  • Published : June 1, 2009
Open Document
Text Preview
Global Marketing Plan

Global Marketing Plan
Victoria’s Secret to Asia May 22, 2009

JCU

600 Upper Thomson

Global Marketing Plan

Table of Content
Company Profile
History
Mission
Products
Situational Analysis
Current Position
Current STP
Current Marketing Mix
Internal Environment
External environment
SWOT
Strength
Weaknesses
Opportunities
Threats
Victoria’s Secret go Global
Country Attractiveness Analysis
Competitive intensity
Singapore
Japan
Why Singapore?
Marketing Objectives
Marketing Strategy
STP
18 Market Entry strategy
Marketing Mix
Products
Marketing Implementation, Evaluation & Control
Implementation
Evaluation
Possible problem
References
18 19 19 22 22 22 22 23 1 1 2 2 3 3 3 4 5 5 9 9 10 10 10 11 11 16 16 16 17 18 18

JCU

600 Upper Thomson

Victoria’s Secret

Global Marketing
I.Company Profile
History
Victoria's Secret is the leading specialty retailer of lingerie, operating more than 1,000 stores across the United States. Part of the larger organization Limited Brands, which is based out of Columbus Ohio, has built a superior form of brand recognition. Victoria's Secret has helped, perhaps more than any other brand, attract attention to the lingerie industry (White, 2004, p.1). The brand Victoria's Secret virtually monopolizes the lingerie business in malls all across the United States. Roy Raymond established Victoria's Secret in San Francisco during the early 1970's. The concept was to establish a cozy, inviting atmosphere similar to that of a Victorian boudoir (White, 2004, p.1). Roy's Victoria's Secret, consisting of three stores and a catalog business, was acquired by Limited Brands, among some controversy, in 1982. Many incorrectly believe that Victoria's Secret was of British heritage, an image which some say was perpetuated by its parent company (White, p.1). By the early 1990s, Victoria's Secret had become the largest American lingerie retailer topping one billion dollars. On 10 July 2007, Limited Brands sold 75% of Limited clothing chain to firm Sun Capital Partners to focus and boost sales growth on Victoria's Secret lingerie stores and Bath & Body Works units which provided 72% of revenue in 2006 and almost all the firm's profit. There are 1,003 Victoria's Secret lingerie stores and 100 independent Victoria's Secret Beauty Stores in the US, mostly in shopping centers. In January 31, 2009, Company operates 1,043 retail stores located in leased facilities, primarily in malls and shopping centers, throughout the United States. "Victoria's Secret Angels" are the brand's most visible models and spokeswomen. On November 13, 2007, Victoria's Secret Angels became the first trademark awarded a star on the Hollywood Walk of Fame.

Global Marketing Plan

1

Victoria’s Secret

Mission
Victoria‘s Secret is committed to building the world’s best fashion brand offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders.

Products
It sells brassieres, panties, hosiery, cosmetics, sleepwear, and much more. Victoria's Secret mails more than 400 million of its catalogues per year. The company was able to vend a widened range of products such swim wears, night wears, lingerie’s and perfumes among others with its mail catalogue issued eight times annually. Among those strategies, Victoria's Secret is offering unique and innovative textures in the cloth or fabric used to manufacturer the products. Through differentiation can be achieved in many ways, the maximum scope for exploiting differentiation remains with the product. Ultimately, the company should want its customer to say "it's different", difference creates identity and brand loyalty (Karia, p.3).

Currently, Victoria's Secret offers a large assortment of products that are not only lingerie based. In the store part of the organization, there are also beauty and fragrance products that include cosmetics...
tracking img