PowerPoint Presentation

2015 Marketing PlanPresented byEmily Lofink, Frances Mueller, Kalyn Jackson, and Rebecca Pender

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Company descriptionEstablished in 1977 by Roy RaymondVictorias Secret is the hot spot to shop for women ages 20 to 40The PINK line was introduced in 2002, targeting girls 15-22 years oldIn 2010, sales reached $1 billion dollars and continues to grow

NOTES: Roy Raymond established Victorias Secret for men to comfortably shop for lingerie for womenOne of the top 10 most recognized brandsOver 1,000 stores in the US alonePINK has paired with MLB, NFL and College Sports teams2

Victoria's Secret Fashion Show Trends: University of PINK

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Strategic Focus and PlanPINK is used as a gateway for younger women to move towards Victorias Secret which targets ages 20-40GoalsTo be the top lingerie retailerOpen stores worldwideEstablish brand awareness and loyaltyPromote online shopping

Pink v.s. Victorias secretFrom a girlTo a woman

Which leads us to PINKs Strategic Focus and Plan [next slide]

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StrengthsPINK leads the market

WeaknessesSelective target marketSituation analysisOpportunitiesTarget women of all sizes, big and small

ThreatsLower prices offered by competition

Stregnths- Pink is the leader of the market, their high-value brand, popularity, customer loyalty, promotions Weaknesses- With a selective target market, it is hard to expand to other consumers. Clothes come off as more sexy than loungeware parents dont approveOpportunities- PINK could expand their skinny target market and reach out to people of bigger sizes. At most sizes go up to xl but still very fitted. Also start a college scholarship program to improve brand image to parentsThreats- PINKs inability to expand their market share due to expensive prices. Competitors such as Aerie, American Eagle, Bare Necessities, etc, offer much lower prices for similar apparel. The Active Wear line has competition with Nike, Under Armor, and Adidas but holds its position in this market with fashonable active wear apparel. Serious athletes would not shop at PINK because they are more concerned about the quality of the product rather than its appearance.

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Industry Analysis

This graph shows the relevance of consumer reactions to Victorias Secret PINK. The Victoria Secret Fashion show that also includes PINK products remains in the lead, followed by excitement over sales.The intimate apparel and loungewear industry is continuously growing at at 5.3% annual growth rate.7

Competitors in the marketPINK dominates the market, holding 35%Combined with Victorias Secret they are the top sellers of lingerieCompetition includes:AerieHanesGilly Hicks

Pink is expanding internationally which will increase their percentage of the market share.8

Company analysisSex AppealIncreasing brand awareness for all productsPINK ProductsActive wearLounge wearUndergarmentsSwimwearLotionMakeupPerfumeAccessories

PINK promotes looking sexy while still feeling comfortableMain focus of marketing is sex appealPINK focuses on popularizing the brand nameAccessories include phone cases, water bottles and coffee mugs, duffle bags and back packs, foot ware, headbands, hats, and umbrellasWhen consumers purchase PINK products, they become a part of the PINK NATION

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Customer AnalysisTarget AudienceFemale teens to mid-twentiesSporty, relaxed, yet fashionable styleMiddle or Upper class incomeYoung women are initially attracted to PINK to eventually transition to Victorias Secret

Target females typically have a slim body typeMiddle/ upper class income- expensivePINK stresses sexiness and comfortGreat place to purchase gifts for friends and familyAs PINK consumers mature they will eventually transition to more chic products offered by Victorias Secret10

Marketing ProgramProduct StrategyMost Victorias Secret stores have a separate entrance for PINK, although the two are still attachedOriginally using undergarments as the main selling point, PINK has moved in to the beauty, active wear, swim wear market, and even accessoriesSports Team Apparel, Professional and CollegeOffering a variety of products is convenient for customers because it limits the number of stores they have to visit.

Accessories such as phone cases, water bottles and coffee mugs, duffle bags and back packs, foot ware, headbands, hats, and umbrellas.11

Marketing ProgramPrice StrategyKeep price higher than the competitionPrice is based on valueImported productHigh quality, high fashionVictorias Secret brand name

KALYN- COMPLETE

Higher price than competition, offers numerous salesBy the end of 2014, VS controlled 35% of the lingerie marketAlthough these stores offer cheaper alternatives, VS capitalizes on customer experience which increases popularity and brand loyalty.Women are willing to pay more because they feel that it is an investment because of the high quality.Shopping at VS is more of a treat than a trip

Although we disagree with the high quality of products that PINK claims to have, the product line has definitely outdone itself when it comes to fashion.Consumers purchase these products solely because of its brand name PINK in association with Victorias Secret. 12

Promotion StrategyLogos on products make it instantly recognizableThe Victorias Secret Fashion ShowCatalogues and coupons sent out once a monthFreebeesNumerous in-store and online salesSocial MediaPINK UniversityMarketing program

The VS fashion show draws in million of viewers every year and models strut the new products for the year.Semi-annual sale- twice a year merchandise is marked down to the lowest price. WHAT PROMO STRATEGY IS THISOnce a month coupons- Free select panty, $10 off bras, and free items with $75 purchaseSocial Media- the PINK nation app for mobile devices to conveniently browse merchandise and keep up on salesPINK University is a promotion strategy where the company sends the Angel Models to campuses all around the country to throw a wild party to the most spirited school.13

Marketing programPlacement & Distribution StrategyStores in multiple malls- 1,060 total in U.S. and CanadaPINK has separate entranceBeauty and skin products are displayed at the check out counter

Unless you live in the desert, more than likely there is a Victorias Secret PINK store close to your homeWith PINK having a separate entrance, consumers know exactly where to enter. The two demographics of the company have no confusion on where to look for what they want to buySurrounding the check out counter is all of Victorias secret beauty products and accessories. These are placed where customers stand in line to purchase items which is designed for last-minute impulse buying. A customer spots a tester bottle of perfume, gives it a spray and loves it so they decide to purchase that as well14

EvaluationSuccessfulLarge Target MarketBrand RecognitionCustomer Loyalty

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RecommendationsAdjust sizesEliminate sexual innuendos printed on clothingImprove quality of material for shirts and pants

You can see through yoga pants if a girl bends overMake sizes relevant to the modern womens body typeShirts that say lets make out or I get around is targeted towards teens, but is not age appropriateMore casual attire for college consumers with out PINK written across the whole bottom, bright colored pants seem for someone younger. Graphic tees stating lets make out and I get around isn't appropriate for college- imagine talking to a professor and them reading that. College is about building connections. Although college students dress comfortably while still cute, you never know who you may meet and what impression you may give them in a professional aspect.

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