Marketing Strategy Victoria Secret

Topics: Victoria's Secret, Limited Brands, Marketing Pages: 15 (4113 words) Published: August 15, 2012

Hanoi, January 2012

I. General View3
II – Executive summary4
III – Current market situation:4
IV – SWOT analysis:12
V – Objectives and Issues:13
VI – MKT strategies:14
VII – Action programs and Budgets:15
VIII – Control:19

I. General View (NGỌC)
1. History:
Victoria's Secret is an American retailer of women's wear, lingerie and beauty products that is owned and run by the Limited Brands Company. This company was founded in 1963 in Columbus, Ohio. Victoria's Secret was started in San Francisco, California, in 1977 by Roy Raymond who was Business alumnus of Tufts University and Stanford Graduate School. He felt embarrassed trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center in Palo Alto, and quickly followed it with a mail-order catalog and three other stores. With this store he hoped that it could create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back rooms. In 1982, after five years of operation, Roy Raymond sold the Victoria's Secret Company, with its six stores and 42-page catalogue, grossing $6 million per year, to Leslie Wexner, creator of The Limited, for $4 million. The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly expanded into the U.S. malls throughout the 1980s. The company was able to vend a widened range of products, such as shoes, evening wear, and perfumes, with its mail catalog issued eight times annually. By the early 1990s, Victoria's Secret had become the largest American lingerie retailer, topping one billion dollars. However, The Company gained notoriety in the early 1990s after it began to use supermodels in its advertising and fashion shows. Throughout the past decade, it has turned down celebrity models and endorsements. 2. Current business

At present, Victoria’s Secret is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits. More than 1000 Victoria's Secret retail stores are open in the United States. Products are also available through the catalogue and online business, Victoria's Secret Direct, with sales of approximately $6000 million in 2010. Victoria's Secret is known for its annual fashion show, the Victoria's Secret Fashion Show, and for its catalogs, both of which feature top fashion models. II – Executive summary (NGỌC)

In 2012, Victoria Secret's goals are to increase 10% in revenue and 13% in market share. To achieve those, the marketing plan will be divided into 4 quarters with a clear division of labor for each department. Every people in company from management to employees will perform each mission separately in order to helps achieve the best returns. With this plan, we will diversify our products, expand business by opening new stores, open more outlets in the country that sell products have not been there, and improve marketing channels III – Current market situation:

1. Market and major segments: TIÊN
a. Customer needs
| Teenager(15-19)| Mature women(20 – 40)| Middle age
Lingerie * for skinny people * for over size people * for sporty activities * luxury | -colorful themes-diversity with cute and dynamic style-Comfort, not to limit the growing in puberty.- Decorated with motifs -Flashier look| -sexy colors such as black and red- sexy style- variable designs which can be used in different situations- Comfort | | Sleepwear * Summer * Winter * Luxury| - colorful themes- diversity with cute and dynamic style| -sexy colors- sexy style- Comfort | -Comfort|...

References: * Victoria 's Secrets, Jungle Magazine (2001, February 1)
* Began Victoria 's Secret, New York Times (1993, September 2)
* "Victoria 's Secret, the intimate apparel retailer and catalogue company". Retrieved 2011-11-11.
* "Limited Brands 2006 Annual Report". Retrieved 21 April 2007
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