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Victoria’s Secret Company Information Brazil: History, Culture, Political and
Economic Environment Competition Situation Analysis Target Market Selected Marketing Strategy Short and Long Term Projections
Mission Statement:› 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 our shareholders
Victoria's Secret is the leading specialty retailer of lingerie and beauty products, dominating its world with modern, fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows.
Culture And Society Brazil has the largest Catholic population in the
world Many Brazilians are descendants of African slaves,
Portuguese settlers, and Indigenous people. Brazil in famous for various types of art forms
such as the Samba music As of 2005 more than 17.5 million Brazilians had
internet access which equals to 17% of the population
One of the highest plastic surgery percentages in the world
Political & Economic Environment
One of the BRIC nations Forecasted to be when of the leading
economies in the world by Goldman Sachs by the year 2050
Brazil practices Civil law Currently, has over 20 political parties Democratic parties have been in power
since the early 1980’s
Competition
Local stores who have ties within the Brazilian community
Department stores such Lojas Americanas and Daslu who offer high end clothing and a variety of clothing lines
Online clothing boutiques which can target Brazilians who have internet usage
SWOT
Strengths Strong Brand Name Good reputation among customers World famous cover models and spokespersons
who are associated with our brand
Weaknesses First Entry into the Brazilian Market Unsure of local reaction to an American brand
Opportunities Demand for lingerie products in the Brazilian
market Further expansion into other South American
countries Create barriers to entry for other firms
Threats Local competitors already in the market Political climate Current world economic trends
Women› Ages 15-50
Locations› Sao Paulo› Rio de Janeiro
Our selected Marketing Strategy is to enter the Brazilian economic market with a similar strategy of that of our American brand, however with our product line adapted slightly for Brazilian culture and climate Market Entry Strategy- Enter Brazil as an American Company Solely owned By Limited Brands with Production and Manufacturing done in the area of our target MarketExtensive Training for our American Managers in the native Language: Portuguese
Wide Selection of Lingerie Beauty Products Sleepwear Swim Wear Clothing and Shoes Eliminating the Victoria’s Secret PINK brand
Comparable to the American Brand Prices will be listed in Brazilian Real's 1 Brazil real = 0.514403 U.S.
dollars
Sao Paulo
Rio de Janeiro - Ipanema Beach
TV and Radio Advertisement Followed by billboard Advertisements
Public Relations – Well Known Brazilian Models http://www.youtube.com/watch?v=OiCcMk4JfN0 Mystery Gift Card Promotions Holiday Promotions Brazil’s Next Angel Competition: The Face of Victoria’s Secret
Beauty Of Brazil Future Promotions: Sponsoring Brazil Fashion Week & Carnivals
Short and Long Term Projections/Goals
Brand Awareness Acceptance in the community Brand loyalty Opening New Store locations Expansion throughout South America
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