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Keeping The Brand Hot
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• What is Victoria’s Secret Pink?
• The buyer decision process
• The concept of aspirational groups
• Positive and negative consumer attitudes toward Pink
• The role of Pink in the self-concept of preteens, teens, and young adults
Contents
Introduced in July 2004
Largest segment of Limited Brands
Products: loungewear, underwear, accessories
Target group: 18-30 year old fashionable
females
Lifestyle brand
Victoria’s Secret PINK
Buyer decision process
Step 1: Need recognition
based on external stimuli
they need a fashionable clothing 5
2
3
4
1I want a
trendy bra
Buyer decision process
Step 2: Information search
personal source, commercial
source, public source and etc 5
2
3
4
1
Buyer decision process
Step 3: Evaluation of
alternatives
visiting shops of several brands
and compare the prices, quality
and the design
5
2
3
4
1
Buyer decision process
Step 4: Purchase decision
can be Influenced by the attitude
of others and unexpected changes 5
2
3
4
1
Buyer decision process
Step 5: Postpurchase behavior
most of the customers are satisfied
5
2
3
4
1
Aspirational groups
Teens
Pre-teens
Tweens
Mature
women
18-30
years
old
Should marketers have boundaries with regard to this concept?
It makes a negative impact to
the general public:
some individuals would
feel as they left out
Consumer attitudes
POSITIVEHot
Cool
Fashionable
Stylish
Popular
NEGATIVE
When consumers
start disassociating
themselves due to
its changed nature
What role does Pink play in the self-concept of preteens, teens, and young adults?
more maturemore oriented around more individualistic
and self-expressive