...Victoria’s Secret Annual Marketing Plan Table of Content 1. Executive Summary 3 2. Situational Analysis and SWOT 4 2.1 Situational Analysis 4 2.2 SWOT 5 2.3 ANSORFF Product Market Matrix 8 3. Key Issues and New Opportunities 9 3.1 Key Issues 9 3.2 New Opportunities 9 4. Marketing Objectives 9 5. Basic Marketing Strategy 10 5.1 Research 10 5.2 Target Market Identification 10 5.3 Positioning Strategy 11 5.4 Marketing Mix 11 5.4.1 Products 11 5.4.2 Price 12 5.4.3 Place / Dsitribution 12 5.4.4 Promotion 12 6. Co-branding 13 7. Competitive Advantage 13 8. Action Plan 15 9. Controls 17 1. Executive Summary Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. Victoria's Secret is a globally recognized brand with its stunning models known as Runway Angels, and signature pink colour of choice for everything from logo to store décor. Founded in 1977 in San Francisco, Victoria's Secret has become a leader in the intimate apparel industry where a dazzling assortment of lingerie, beauty products, and loungewear can be purchased. The fashion shows, models, stores, and products are the favourites of men and women alike. Nonetheless...
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...Summary Stella and Dot is one of the Inc 500 companies that lead in sales for selling premier jewelry. With a signature line of innovative, premium and affordable jewelry, Stella and Dot targets consumers of all ages and backgrounds. Stella and Dot has reinvented the jewelry shopping experience for individuals, groups of friends and families, by selling high quality jewelry at a reasonable price, while being in the comfort of someone’s home. Stella and Dot are known for their home networking technique, in which consumers are able to work as an independent sales representative, selling their favorite jewelry. Our marketing plan will design a product strategy, marketing goals, competitive analysis and different tactics that we will use as a company to achieve a more profitable goal for the upcoming years. With this new marketing plan, we will lay out our budget for the next year to ensure we are utilizing our marketing budget in the best way possible for Stella and Dot. Situational Analysis Stella and Dot is known for their high end, yet very reasonably priced fashion jewelry at home shows. Stella and Dot cliental is primarily woman, since all of Stella and Dot’s jewelry and accessories are for women’s fashion. Stella and Dot have a price range that is reasonable for the working adult that enjoys high quality fashion at a lower cost than shopping at an expensive boutique or store. In today’s business world, finding out who a targeted customer is for a product or how many...
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...therefore need heavy investment in terms of promotion and advertising. Given the target market – “young customers” – that has been selected for Pink products, Victoria Secret would need to expand its traditional style of advertising in order to reach its target consumers since teenagers and young adults are a difficult group to reach. The second stage in the buyer process is interest. If consumers are interested, they will search for information about the new product. The company should ensure that current information is readily available on the company’s website or other media. After consumers gather the relevant information, they are now at the evaluation stage. This is where the consumer will decide whether trying the product makes sense. The consumer will weigh the benefits and cost of the product relative to competing products. The fourth stage in the buyer process is trial. If the customer perceived value is high, the consumer will try the product on a small scale. If after trying the product, it meets or exceeds the customer expectations, the customer will decide to adopt the new product through frequent or regular purchases. 2. Aspirational groups can be defined as groups to which individuals wish or aspire to belong. Victoria’s Secret is using buzz marketing by enlisting opinion leaders such as Lindsay Lohan and Sophia Bush who has social influence on Pink’s target market to spread the word and promote Pink’s brand. Once these opinion leaders...
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...(Germany) and Vodafone (U.K.) for network build-outs. Within United States the firm made its foray in the year 2001 and employs 1,500 people, with its domestic headquarters being located in Plano (Texas). The Shenzhen-based Chinese firm Huawei is now eyeing the U.S. smartphone market and targets to make a significant place among the three leading manufacturers in the country (www.digitaltrends.com). Though the firm lacks recognition in the United States but it is already established as a global force. The privately held company had its revenues accentuating to about $46 million in the year 2014 and it envisions the target of $70 billion by the end of year 2018. The number of units sold for the Smartphone devices in 2014-2015, recorded the sales of around $12 billion. The firm is optimistic of making a way for its products into the psyche of American consumers through the retail shelves. Zhiqiang Xu, the President of Huawei’s U.S. division has commented that the year 2015 is going to be crucial for the firm. The same sentiment is conveyed by the Huawei's vice president of external affairs, Bill Plummer who have said that the impetus given to the smartphone devices is actually a part of branding and marketing campaign in U.S. and building the brand is a huge priority for the firm (www.digitaltrends.com). The following project report discusses the business plan for the Huawei cell phone in the American mobile market. Size of Market The project of Pew...
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...Ashley Chong Derek Gladwin Essay #2 2/7/2015 Does sex sell? It is quite common nowadays for a young woman to flip through a consumer magazine or turn on the television and find provocative images of beautiful women, and men, in revealing outfits selling a wide range of branded goods. Sexual imagery, varying from modest to the obscene, is used throughout much of the commercial advertising in today’s social media. According to Branding Strategy Insider, “Sexual information does grab attention. Sex evokes a hardwired emotional response that is linked to species survival” (Daye). In the advertising world, employing sexual imagery is an effective means to draw attention to a product. However, the marketing industry must be wary of images that traditionalize or stereotype male-female gender roles. The above advertisement is a good example of an advertisement that uses sexual imagery to draw attention to a product. The above image shows two women holding two different food bars. Both women are of similar height, ethnicity and hair color. The differences between the women are that the woman on the left is a plus-size woman holding a sugary candy bar whereas the woman on the right is a lean woman holding a Detour protein bar. The text at the top of the advertisement states, “There’s Candy Bars...Then There’s PROTEIN Candy Bars.” (Cape). The advertisers of the referenced image use a, “if you eat this product, then you get this result” sort-of comparison when describing...
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...cs Introduction: The product we are marketing is a face exercising mask called Firmflex. After a certain age your face starts to sag and starts showing signs of ageing. This is the main reason why we are introducing Firmflex in the market. Losing weight on your face is one of the most difficult things to do and the gym does not have any facility that concentrates on that part of your body. This is a product that exercises your face and firms it giving you a visibly youthful face. This is a product that one can use at home and get the same effect as a face lift without any side effects. It is a healthy and natural way of losing weight on your face. This is the only face exercising mask in the market. This product is made for people who do not have the time or money to spend on expensive beauty treatments to keep their skin young. Firmflex is easy to use and convenient and people with busy schedules can use it as it is not very time consuming. Using this product everyday for 35 minutes and you will be able to notice the difference in one week. Once you buy this product you do not need to buy it again, it is like an investment. Target Audience: The Target Audience is people of the Upper Class and Upper Middle Class. Mostly Females are targeted as they are more likely to use this product. People between the ages of 35 to 65 are the main target group since skin starts sagging at around 35 years of age. Minimum education required is graduation and higher studies. Working...
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...ryAdam Wagner April 12, 2011 AM 107 Cluster Advertisement Analysis For my ad analysis, I choose an Old Spice ad for their deodorant and body wash. In this analysis, will elaborate on the target market, whether the product satisfies a need, want or demand, whether the ad conveys the value that the product will offer to the customer, where the product falls on The Product/Market Expansion Grid, whether it addresses the marketing mix, the marketing position of the product, whether the product addresses any macroenvironmental issues, and finally if the ad is effective. Who is the Ad Targeted At This ad is targeted at young adults and men. It is evident that the ad is targeted at men just by the manly aura it conveys. The ad shows a man with a muscular physique in a bath tub riding a motorcycle made out of suds from soap with a woman sitting on the edge of the bath tub. The ad is also evident that it is targeted towards men is because the Old Spice products that are advertised in this product is intended for men. Need, Want, or Demand This product satisfies a want because it is not a necessity for most consumers. A want is described as a desire for a particular product we use to satisfy a need in specific ways that are culturally and socially influenced. In our society, it is expected of us to practice good hygiene. So, it is a necessity to purchase products that practice good hygiene. However, buying Old Spice products is a want because consumers are not expected to buy...
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...Introduction……………………………………………………………………………........1 Justification……………………………………………………………………………........1 Critical Method Described………………………………………………………………….4 Object of Criticism…………………………………………………………………..…….13 Interpretation of A&F………………………………………………………………..…….16 Conclusion…………………………………………………………………………………21 Works Cited…………………………………………………………………………..........23 Appendices………………………………………………………………………………...26 i 1 INTRODUCTION Abercrombie and Fitch is a store that targets a specific audience to make their customers feel young and beautiful. The young adult population is lured into stores like Abercrombie and Fitch because of the store’s sex appeal. Young and beautiful adults are ready at the door ready to greet customers (see figure 1). In order to understand the impact of Abercrombie and Fitch on the young adult population, semiotics, the media, research studies and autoethnography will be utilized. Nonverbal and verbal communication is also analyzed throughout this paper through visual aids and marketing tag lines. The persuasive advertising and marketing techniques used by Abercrombie and Fitch suggest the degree to which sexually explicit visual stimuli alter cultural norms. JUSTIFICATION Abercrombie and Fitch was established by David T. Abercrombie in 1892 as highend outfitter of sporting and excursion goods. The store began going downhill in 1960 and was bought by Michael S. Jeffries in 1988. Since...
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...1. Background The Creatives is an organisation consisting of a diverse group of students who are all humanitarians. It is formed by a 22 year old young woman old with a vision to tackle societal issues in marginalized communities. The Creatives is founded to be Non-Profit Organization because it will cater for the needs and benefits of the community at large. The founder of TCE brought on board other members in order to make the vision come into existence. The organisation includes an executive committee of five members who are all energetic, ambitious and are in possession of a strong work ethic which makes them capable of carrying out all tasks related to the organisation in its aim to contribute positively to the development of the community,...
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...someone close to them about what is wrong so they would rather speak to a stranger. Aaron Amrich received a message from a 19-year-old woman that said she had lost hope and wanted to give up on life. Amrich himself had suffered from posttraumatic stress disorder and depression so these feelings were familiar. The text line has more than 600 volunteer counselors around the country and Amrich himself has assisted over 400 people. The crisis text line is servicing the concern about the social, academic, and economic pressures that young adults are facing along with the rising occurrence of anxiety, suicidal thoughts and isolation among teenagers and young adults. Today the program receives an average of 20,000 text messages a day. Key Marketing Issues * Line extension – Development of a product that is closely related to existing products in the line but meets different customer needs. Crisis Text Line is an organization that tries to differentiate itself from the normal crisis help line to reach different target markets. . * Visual reformation – Changes to the sensory appeal of a product. Crisis Text Line has to continue to change the way they appeal to teens and young adults considering HOPELINE tries to appeal to the same market. * New-product expansion process –Idea generation, Concept testing, Business analysis, Test marketing are all...
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...ANTONINE UNISERSITY Faculty of Business Administration Marketing principles and practice Froggies-Tanmia Presented by: AZIZ Patricia – GES200317 SALIBA Haifa-Ges200303 HAMIE Rola-ges200 Prepared for: Zahleh, 2012 Acknowledgments: Allow us to thank the various people who contributed to the success of this project. We would like to thank Mr.Elie KHOURY, who will evaluate our work. About us: Tanmia, agricultural development company, was founded in 1972 in Lebanon as a day-old chick producer. In November 1998, Tanmia launched its products and quickly became one of the leading chicken meats processing in the Middle East. Tanmia is dedicated to the finest practices in boiler farming, poultry processing and further processing; its mission is to provide the consumer with the healthiest and most innovative chicken products ever produced in the Middle East. Its main objective is to be preferred supplier of branded chicken products in Lebanon and the Middle East, through integrity, creativity and a commitment to quality and excellence. Tanmia directs all its production facilities towards that end by: * Raising its chicken in hygienic farms safe from contamination * Feeding its chicken all natural, vegetarian feed * Limiting human contact with raw materials and finished products * Handling and packaging professionally to ensure freshness * Labeling the products accurately to protect the consumer’s interest * Catering to its customer needs...
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...Global Business (Dr.Daaim Shabazz) 9:30-10:45 November 26, 2014 Global Business Journal Khan, Naureen, “Global tobacco marketing campaign accused of targeting minors”, america.aljazeera.com, March 11, 2014 According to a recent report, Marlboro's new ad campaign seemingly targets youth and has appeared in Argentina, China, Indonesia, Israel, Japan, the Philippines, Qatar, Russia, Saudi Arabia, Ukraine, United Kingdom and many other countries. A group of tobacco activists released a report recognizing how the “Be Marlboro” campaign is designed to appeal to minors. The report estimates that the company spent, at minimum, 62 million dollars on the campaign in 2012 (most recent figures). Be Marlboro targets legal-aged smokers, however campaign advertisements around the world emphasizes on youth-oriented images and themes that appeal to teenagers while featuring young attractive adolescent models partying, falling in love, traveling, and being adventurous and cool. Advertisements appeared in Germany in 2011 but were banned in October 2013 after regional authorities confirmed that that the campaign violated Germany’s tobacco control laws pertaining to marketing to youth. Marlboro claims that the marketing and advertising is aimed toward adult smokers and is in compliance with local regulations and internal marketing policies. Places where marketing and advertising are permitted, campaigns are authorized to inform current consumers of their brands and encourage smokers of...
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...Historical Marketing Background 1920 to 1959 Marlboro was first introduced in the market in 1920, under the brand name of “Marlboro-Mild as May”. At the beginning, the brand was a cigarette designed for fine women. In 1930s, the price of Marlboro cigarettes was 15 cents per pack. The main distribution type was the direct mail. Around 1930s the “Mild as May” theme of the Marlboro brand was not so successful at the time. “One of the features of Marlboro cigarettes at the time was a red tip, which hid lipstick marks that women would leave while smoking” (6). Philip Morris came up with a new advertisement. This advertisement attempted to revitalize the brand and had the woman as the brand icon. However, during World War II the brand again faltered and had to be taken off the market. In 1950s, the fear of cancer and the connection between cancer and smoking led the market toward a filtered cigarette. Philip Morris did not have a filtered cigarette for the market, so he decided to re launch Marlboro as a new filtered cigarette brand. “In 1955, two transformations occurred which would affect both profitability and brand recognition: the addition of an integrated filter and the re-invention of the market through the debut of the ‘Marlboro Man’ advertising campaign” (2). Unfortunately for Marlboro, formerly known to be ‘Mild as May’, the new filters were considered effeminate. Philip Morris used the television commercials and magazines to assured buyers that there was...
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...dinning table which he already signed. His wife express that before she agree to sign the divorce paper and the man have to give a hug to her everyday and the man agree. Every time the man hug his wife and touch her smooth hair. He recall many special and meaningful moment. He feel sorry extremely ashamed to her wife. He would like to make a fresh start with his wife. 2. Target audience Rejoice mainly provide smooth haircare product for the following target audience including young office lady, college girl and teenagers. This group of people have more concern about their hair. And the housewife also will be the target audience. It is because of the cheaper price, housewife will choose it for the whole family. Actually, the market segment for Rejoice is from young people to adult, And the brand have premium brand and relative cheaper brand. So it can target upper class and middle class and so on. As per the marketing objective of Rejoice. Rejoice to make devoted to maintain the customer and increase sales. 4. Key message Rejoice think that everyone, especially woman want to own smooth hair. Rejoice help people to achieve their dream and let people have a smooth live every day. 5. Appeals Most...
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...MM522: Marketing Management Professor: Dr. James Frazee Keller Graduate School of Management: Winter 2008 Session Effectiveness of a Marketing Ad Introduction: There is not doubt that the name Trump calls the public’s attention; hence, I chose the ad for Ivanka Trump’s jewelry collection. Trump is already an established brand name; thus, it is easily marketable. However, Ivanka especially, has had immense achievements. I am greatly impressed to see how ambitious and entrepreneurial this young woman is. Despite having been born into wealth, as the daughter of real estate mogul Donald Trump, she is nothing like other young celebrities, i.e., Paris Hilton, Lindsay Lohan, Nicole Ritchie and/or Britney Spears. She is the heiress to an empire, composed not only of real estate properties worldwide, but also casinos, television series, and mainly her father’s assets and entire net worth. This young woman clearly does not need to work. Ivanka could very well dedicate her time to create celebrity gossip, be a party girl, and have her picture taken. Indeed, money is certainly not an obstacle for her. Background: Although some could argue that Ivanka has had it easy, as her father’s empire was given to her, this is far from the truth. Ivanka Trump graduated from the Wharton School of Finance. As one of most prestigious universities in the nation, at Wharton only outstanding candidates are considered for admission. Furthermore, she graduated with honors, excelling...
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