Company Case: “Victoria’s Secret Pink: Keeping the Brand Hip”
1. Analyze the buyer decision process of a typical Pink
customer.
A typical Pink customer goes through several stages. It starts
with the customer’s recognition that she needs a specific
product, whether it is lingerie or even sweatpants or a t-shirt.
The next stage will be the information search among several
places that offer fashionable and cool products in order to find
out which is the right place to buy. Pink will be easily spotted by
possible customers because they can find very good references
of Pink products almost anywhere (friends or family or even the
Internet). Potential buyers will also find a lot of appealing
information about Pink products in many forms of advertising,
whether the products are aired on TV in form of fashion shows
(as Victoria Secret’s products) or in many magazines.
After these stages, the buyer is going to evaluate all the
alternatives they have. They will probably compare Pink
products with other brands such as American Eagle’s Aerie or
Abercrombie & Fitch. However, what differentiates Pink is that it
is a sub-brand of the universally known Victoria’s Secret, which
many young girls find quite appealing since they are looking
forward to buy those products when they are a bit older. The next
stage will be actually buying the product. By this time it will be
pretty easy to buy a Pink product because of all the information
search and comparison with other brands; and also important
because the products are really popular in present times and
almost every girl has a Pink product.
Finally, the last stage is the post purchase behavior. It involves
evaluating the purchased products and comparing it with other
products you could have bought instead. It is likely that
customers will be really satisfied because Victoria’s Secret uses
this sub-brand as a gateway to attract customers into buying
Victoria’s Secret when
customer.
A typical Pink customer goes through several stages. It starts
with the customer’s recognition that she needs a specific
product, whether it is lingerie or even sweatpants or a t-shirt.
The next stage will be the information search among several
places that offer fashionable and cool products in order to find
out which is the right place to buy. Pink will be easily spotted by
possible customers because they can find very good references
of Pink products almost anywhere (friends or family or even the
Internet). Potential buyers will also find a lot of appealing
information about Pink products in many forms of advertising,
whether the products are aired on TV in form of fashion shows
(as Victoria Secret’s products) or in many magazines.
After these stages, the buyer is going to evaluate all the
alternatives they have. They will probably compare Pink
products with other brands such as American Eagle’s Aerie or
Abercrombie & Fitch. However, what differentiates Pink is that it
is a sub-brand of the universally known Victoria’s Secret, which
many young girls find quite appealing since they are looking
forward to buy those products when they are a bit older. The next
stage will be actually buying the product. By this time it will be
pretty easy to buy a Pink product because of all the information
search and comparison with other brands; and also important
because the products are really popular in present times and
almost every girl has a Pink product.
Finally, the last stage is the post purchase behavior. It involves
evaluating the purchased products and comparing it with other
products you could have bought instead. It is likely that
customers will be really satisfied because Victoria’s Secret uses
this sub-brand as a gateway to attract customers into buying
Victoria’s Secret when