Victoria’s Secret Pink: Keeping the Brand Hot
1. Analyze the buyer decision process of a typical Pink customer. Tween and Teen girls are the major target customers for Pink. Victoria’s Secret needed to expand sales. Introducing the Pink brand was a great way to target new customers for growth. Younger girls aspire to be like older girls and are becoming more mature at a younger age. They want to wear clothes that fashionable, trendy, and hip so they are drawn in to the Pink brand because it is a suitable replacement for kiddy style clothes. There are five stages in the buying decision process of any consumer: Need recognition: Consumers are driven by the external stimuli, such as advertisement or word-of-mouth. Information search: Information could be found on the internet, magazines, media and word-of-mouth. Evaluation of alternatives: Consumers may visit shops of several brands and compare the prices, quality and the design of the items. Purchase decision: The attitude of others may influence the decision of the consumer. Post purchase behavior: The aim of Victoria’s Secret it to provide customer satisfaction so consumers will come back and tell others about their experiences. 2. Apply the concept of aspirational groups to Victoria’s Secret Pink Line .Should marketers have boundaries with regard to this concept? The main aspirational group for the Victoria's Secret Pink line comprise of tweens and teens that are in a hurry to transform into maturity. Many critics believe that Pink is encouraging and luring young girls into buying adult lingerie and undergarments with the Pink label. Also, the issue of celebrity endorsers is part of a potential aspirational group. Consumers may aspire to be like such celebrities. I believe that marketers should defiantly have boundaries for the younger girls because some of the merchandise is inappropriate for children of that age. 3. Explain how both positive and negative consumer attitudes towards a brand like Pink...
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