Victoria’s Secret Pink Keeping the Brand Hot - 1315 Words

Victoria’s Secret Pink: Keeping the Brand Hot Synopsis This case illustrates the general strategy employed by Victoria’s Secret to acquire a new segment of customers through the introduction of its brand Pink. Pink is a line of â€Å"loungewear† (sweatpants, T-shirts, pajamas, bras and panties, pillows and bedding) targeted toward 18-30 year old females. The garments feature comfortable cuts and mostly cotton fabrics in bright colors. New garments are introduced every three or four weeks. The image is one of â€Å"cute and playful† versus the more overtly sexy image of the core brand. The case highlights the different promotional approaches that Pink managers are taking in contrast to those of the core brand. This is a lifestyle brand. The†¦show more content†¦Much of this boils down to the concept of satisfaction: How do consumers perceive the product’s performance relative to their expectations prior to purchase? Pink customers’ expectations could be based on things already mentioned in the previous steps of the buyer decision process. If they are confirmed or exceeded, then the consumers develop some level of satisfaction or delight. They then are more likely to spread positive word-of-mouth and purchase again. If the Pink customers’ expectations are not met, they are then dissatisfied. 2. Apply the concept of aspirational groups to Victoria’s Secret’s Pink line. Should marketers have boundaries with regard to this concept? Certainly, the issue of celebrity endorses as brought up in the case are part of a potential aspirational group for consumers. In fact, that is one of the main reasons that such celebrity endorsers are used (Lindsay Lohan and Sophia Bush and a host of other celebs who receive and wear Pink products). Consumers may aspire to be like such celebrities. Other aspirational groups might include other consumers who are part of a group to which the potential Pink customer aspires, such as sorority members. One other aspirational group should be considered in relation to the second part of this question. Young tweens view older teens as an aspirational group. This issue shouldShow MoreRelatedVictoria Secret : Keeping the Brand Hot1351 Words   |  6 PagesCompany Case Victorias Secret Pink: Keeping the brand Hot I) Analyze the buyer decision process of a typical Pink customer The buyer decision process of a typical Pink customer can be split into five different stages, which can be found in the text studied. The first stage is for the buyer or to recognize the need for the product for instance in this case  «Ã‚  lingerie  Ã‚ ». Teens and tweens are the main targets for Pinks products ; they are in a hurry to change over to maturity in terms of whatRead MoreVictorias Secret Marketing Plan6238 Words   |  25 PagesVictoria’s Secret Dominika Wolfova dominickaaa@yahoo.com MK 300 – Principles of Marketing Ivan Ã… ½Ãƒ ¡ry Marketing Plan Jun 4, 2010 Table of Contents Executive Summary Marketing Objectives Products or Services Resources Needed Projected Outcomes Company Description Strategic Focus and Plan Mission/Vision Goals Core Competency Situation Analysis Internal Focus Strengths Weaknesses External Focus Opportunities Threats Read MoreVictorias Secret Marketing Plan6244 Words   |  25 PagesVictoria’s Secret Dominika Wolfova dominickaaa@yahoo.com MK 300 – Principles of Marketing Ivan Ã… ½Ãƒ ¡ry Marketing Plan Jun 4, 2010 Table of Contents Executive Summary Marketing Objectives Products or Services Resources Needed Projected Outcomes Company Description Strategic Focus and Plan Mission/Vision Goals Core Competency Situation Analysis Internal Focus Strengths Weaknesses External Focus Opportunities Threats Industry Analysis/Trends Read MoreStore Analysis of Victorias Secret and Intimissimi Essay1212 Words   |  5 Pagesthat is projected should be consonant with the ethos of the shop. Interior factors: store lighting, fixtures and fittings, and layout. Color, sound, and smell can affect mood. In this presentation we are going to compare two companies: Victoria Secret and Intimissimi. The layout of both stores is free flow, fixtures and merchandise are grouped into free-flowing patterns on the sales floor – no defined traffic pattern. Works best when merchandise is of the same type, such as fashion apparel. ItRead Morevictorias secret Essay4715 Words   |  19 Pageslingerie can be traced back thousands of years to 3000 B.C., but it was not until 1977 when Roy Rogers founded Victoria’s Secret that lingerie evolved into what we think of now. In this paper, we examine the emergence of Victoria’s Secret as the leading retailer in women’s lingerie, the context for the innovation, and the approaches the firm took to commercialize the innovation. Victoria’s Secret was hardly the first lingerie retailer, but it was able to take advantage of a niche market demand, fortunateRead MoreMarketing Strategies of Ann Taylot5891 Words   |  24 Pagesapparel, shoes and accessories into Malaysia. Live-Well Sdn Bhd has already secured the sole distributorship of Ann Taylor in Malaysia and is yet to be appointed for the Asia-Pacific region. This US based brand is called Ann Taylor (â€Å"the company†). The company offers its merchandise under a number of brand names inc luding Ann Taylor, Ann Taylor Factory, LOFT and LOFT Outlet. Ann Taylor also sells products through the Internet. The Company primarily operates in the US. Its headquarters is in New York cityRead MoreStrategy of Playboy8446 Words   |  34 PagesLicensing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦.....12 6. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 6.1. Women focus†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.13 6.2. Entering new markets†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......14 6.3 Change in frequency and price†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...14 6.4. Avoiding brand dilution†¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.15 6.5. Replacing Hugh Hefner†¦..†¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.15 7. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦16 Introduction Playboy Enterprises, Inc. is an international company involved in the publishing, entertainment, andRead MoreProject Mgmt296381 Words   |  1186 Pagesfor action. After the meeting Rachel goes down the hallway to meet with Victoria, another IS project manager. They spend 30 minutes reviewing project assignments since the two of them share personnel. Victoria’s project is behind schedule and in need of help. They broker a deal that should get Victoria’s project back on track. She returns to her office and makes several phone calls and returns several e-mails before walking downstairs to visit with members of her project team. Her intent is to follow