...research is based upon the study of “Victoria’s Secret” Brand, it describes the brand’s evolution and its product line. The research covers semiotic analysis of Victoria’s Secret in terms of the Brand Ambassador, Visual Promotion material like Print Media, Brand Logo and other Graphics used in its promotion. However, the research does not cover in depth study of: marketing strategies, history and its several Product lines. “Buy the product, get the girl; or buy the product to get to be like the girl so you can get your man” CONTENT TOPIC PAGE NUMBER OBJECTIVE………………………………………………………………………… SIGNIFICANCE………………………………………………………………….. LIMITATIONS…………………………………………………………………… 1. INTRODUCTION…………………………………………………………. 2. …………………………………………………………………………………. 2.1 The history of Victoria secret……………………………………. 2.2.1 The origin…………………………………………………………………………………. 2.2.2 A brief timeline…………………………………………………………………………. 2.2 VICTORIA SECRET PRODUCTS……………………………………. 2.3 SEMIOTIC ANALYSIS 2.3.1 Ad campaign 1 2.3.2 Ad campaign 2 2.3.3 Ad campaign 3 2.3.4 Ad campaign 4 3. CONCLUSION AND SUMMARY……………………………………. OBJECTIVES: * Introduction to Victoria’s Secret * Evolution Of the Brand * A brief...
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...Group Consumer Analysis: Victoria’s Secret | MKTG 425-101 | Michelle Fox, Tyler Gullivan, Shannon Johnston, Sara Seeger, Colin Watts | 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. The next logical step is for Victoria’s Secret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’s Secret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’s Secret new baby clothing line is the next logical step in the Victoria’s Secret expansion plan in order to generate more revenue, and capture a different target market. By capturing a different target segment with the baby clothing line, the hope is that these customers will become loyal Victoria’s Secret customers in future years. Table of Contents Executive...
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...and with bigger breasts is the image of the Victoria Secret models that show women that in order to be looked at as “beautiful” or “sexy” you must look like those “perfect” models. I hypothesize that young women are negatively affected by these images of women in the media. Through experiment this proposal will show that even though there are many articles about being body positive the images of the “perfect” looking women will still poorly affect how the women view themselves and will make them strive for an unrealistic perfection. Women and the Media Introduction: Many studies have shown that I women magazines there are more weight loss ads and that women have a harder time dealing with body image than men. Research has also shown that more and more women at a younger age are worried about their weight, and try something whether it be healthy dieting or an eating disorder to try and reach their “ideal” weight. Though all this research is accurate and well put together it still does not answer the question ‘why women who read articles about body positivism still feel negatively towards themselves?’ Therefore, my question is: Are women (ages 18-30) in the United States poorly affected by seeing images of Victoria Secret models even after reading body positive articles? I hypothesize that yes, even after reading the body positive articles the women will still feel bad about their own appearance after seeing the Victoria Secret models. Through an experiment and...
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...anywhere. Most people are aiming to inform a certain target audience about a specific service or product. Some posters and billboards are simply sending out a message to society. There are so many forms of advertising in today’s society. Some of our most popular ones are social media, such as, Facebook, Twitter and Instagram. Many entertainment promoters have cut down the amount of flyers and papers they used and stick with social media. Often times while browsing the internet we get those ads that pop up on the top or bottom of the screens, that can be annoying which some people use the pop up blocker. What is media advertising? Media advertising is a form of advertising through things such as radio, television, print, and digital. Every day we come across some type of media advertisement that is targeting different audiences. Many companies use media advertising to broadcast their businesses. When developing a creative strategy in advertising, it is a great idea to use the “SWOT” analysis. The meaning of SWOT is ,”strength, weaknesses, opportunities, and threats. Since I was younger I have had the opportunity to see advertising on a...
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...Market Entry For Victoria’s Secret Contents 1) Executive Summary…………………………………………………………………………………………………..3 2) Business Environment Factors………………………………..…………………………………………………4 a. Demography …………………………………………………………………………………………………4 b. Political Stability ……………………………………………………………………………………………5 c. Economy ………………………………………………………………………..…………………………….5 d. Industry…………………………………………………………………………………………………………5 e. Market analysis……………………………………………………………………………………………..6 f. SWOT ……………………………………………………………………………………………………………8 g. Landscape……………………………………………………………………………………………………..9 3) Entry In Singapore: Market Feasibility Study……………………………………………………………10 h. Design …………………………………………………………………………………………………………10 i. Bold and Loud Brand Promotion …………………………………………………………………10 j. Rapid Growth of High-end Female Market………………………………………………….10 k. Price Barriers and Distribution Channels……………………………………………………..11 l. Overview…………………………………………………………………………………………………….11 m. Market Challenges and Opportunities…………………………………………………………11 4) Setting Up Retail Outlet In Singapore……………………………………………………………………..12 n. Documents Required for Registration……………………………………………..………….12 o. Registration Procedure and Timeline……………………………………………..……………12 p. Retail Outlets – Key Facts and Requirements………………………………………………13 q. Licenses for Setting Up a Retail Outlet in Singapore…………………………………….13 r. Hiring Staff…………………………………...
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...Silky Strategy of Victoria’s Secret Chelsea Chi Chang Alice Lin Charlene Mak BEM 106: Strategy Professor McAfee 28 May 2004 1 Victoria's Secret is a retail brand of lingerie and beauty products, owned and run by the Limited Brands company. Victoria’s Secret generates more than $4 billion in sales a year. It is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits. More than 1000 Victoria's Secret retail stores are open in the United States. Products are also available through the catalogue and online business, Victoria's Secret Direct, with sales of approximately $870 million. Victoria’s Secret was established by Roy Raymond in the San Francisco area during the 1970s. Raymond saw an opportunity in taking “underwear” of the time and turning it into fashion. Products stood apart from the traditional white cotton pieces, which department stores offered, with colors, patterns and style that gave them more allure and sexiness. They combined European elegance and luxury. Even the name Victoria’s Secret was meant to conjure up images of 19th-century England. The store went so far as to list a fake London address for the company headquarters. Like Starbucks, Victoria’s Secret markets self-indulgence at an affordable price. By 1982, Raymond had opened six stores and launched a modest catalog operation. He then sold Victoria’s Secret to Limited Brands, which took Victoria’s and sprinted away. Today, Victoria’s Secret enjoys nearly a monopoly position...
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...Chapter 2 Customer-Based Brand Equity Overview This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations. Creating a positive brand image requires establishing strong, favorable and unique associations for the brand. The chapter outlines the important contribution of brand knowledge to brand equity. Brand knowledge is composed of brand awareness, which is itself a function of recognition and recall, and brand image, which reflects the associations consumers hold for the brand in memory. Brand awareness is important because 1) it is a necessary condition for inclusion in the set of brands being considered for purchase, 2) in low-involvement decision settings it can be a sufficient condition for choice, and 3) it influences the nature and strength of associations that comprise the brand image. Awareness can be heightened by increasing consumer exposure to the brand and by linking the brand to product category, consumption and usage...
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...media campaigns, including the mobile strategy, advertisements on social networking sites. Such as creating a face book page dedicated to the brand Chanel globalizes it range of products as well as reaching out to a broad market everywhere in the world.(Luxury Daily, 2013). The image below has used age segmentation provocatively to captivate to its older target market. As the women in the picture is a well-known Victoria Secret model named Gisele Bundchen who is in her 30s. (2013, March 18). Hello. Chanel has stated “She is at one with herself and perfectly represents the values of this line: natural beauty, simplicity, freedom and a healthy glow”. (2013, March 18). The image it self captures the elegance of who she is through the use of light yet soft colours to grab consumers attention. The Chanel brand falls under brand loyalty and consumers of this brand always look forwards to what’s “new” and what’s “next”. Therefore Chanel products will always be at a high usage rate. The ad seems straightforward and knows exactly who the target market of its brand is. The ad is specifically aimed at women who are bold, sophisticated, elegant, independent all of which Gisel Bundchen seems to represents, being a mother also proclaim to have get consumers who has families to relate to this product which is exactly why Chanel has used a women such as Gisel Bundchen....
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...PEST ANALYSIS OF VICTORIA’s SECRET Victoria's Secret is a retail brand of lingerie and beauty products, owned and run by the Limited Brands company. Victoria’s Secret generates more than $4 billion in sales a year. It is the fastest growing subsidiary of Limited Brands and contributes 42% of corporate profits. More than 1000 Victoria's Secret retail stores are open in the United States. Products are also available through the catalogue and online business, Victoria's Secret Direct, with sales of approximately $870 million. Victoria’s Secret was established by Roy Raymond in the San Francisco area during the 1970s. Raymond saw an opportunity in taking “underwear” of the time and turning it into fashion. Products stood apart from the traditional white cotton pieces, which department stores offered, with colors, patterns and style that gave them more allure and sexiness. They combined European elegance and luxury. Even the name Victoria’s Secret was meant to conjure up images of 19th-century England. The store went so far as to list a fake London address for the company headquarters. Like Starbucks, Victoria’s Secret markets self-indulgence at an affordable price. By 1982, Raymond had opened six stores and launched a modest catalog operation. He then sold Victoria’s Secret to Limited Brands, which took Victoria’s and sprinted away. Today, Victoria’s Secret enjoys nearly a monopoly position on the retail of intimate apparel in the US. The typical bra that once sold...
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...IV – SWOT analysis: 12 V – Objectives and Issues: 13 VI – MKT strategies: 14 VII – Action programs and Budgets: 15 VIII – Control: 19 I. General View 1. History: Victoria's Secret is an American retailer of women's wear, lingerie and beauty products that is owned and run by the Limited Brands Company. This company was founded in 1963 in Columbus, Ohio. Victoria's Secret was started in San Francisco, California, in 1977 by Roy Raymond who was Business alumnus of Tufts University and Stanford Graduate School. He felt embarrassed trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center in Palo Alto, and quickly followed it with a mail-order catalog and three other stores. With this store he hoped that it could create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff. Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimate the appropriate size, pulling from inventory in the back rooms. In 1982, after five years of operation, Roy Raymond sold the Victoria's Secret Company, with its six stores and 42-page catalogue, grossing $6 million per year, to Leslie Wexner, creator of The Limited, for $4 million. The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly...
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...SUSSI’S RESTAURANT BUSINESS PLAN 1.1. MISSION STATEMENT 5 1.2. OBJECTIVES AND AIMS 5 1.3. PORTERS FIVE FORCES 6 1.4. HISTORY 6 1.6. KEY ASSETS 7 1.7. LEGAL ENTITY & OWNERSHIPS 7 1.8. TARGET MARKET 9 1.9. MARKET SIZE AND DEMOGRAPHIC 9 1.10. MARKET TRENDS 9 5.4. SWOT ANALYSIS 9 1.11. MARKETING PLAN AND MARKETING OBJECTIVES. 10 1.12. MARKETING STRATEGY 10 1.13. PRICING 10 1.14. Promotional Tools 10 1.15. Local Store Marketing / Public Relations 10 1.16. Local Media 11 1.16.1. Store Front Displays 11 1.16.2. The advertising strategy is a simple one 11 1.16.3. Word of mouth 11 1.16.4. E-Marketing 11 1.16.5. Products development 12 1.16.6. OPERATIONS: 12 1.16.7. EXIT STRATEGY 12 1.17. ORGANIZATIONAL CHART 12 1.18. MANAGEMENT TEAM 12 1.19. PERSONNEL NEEDS 14 1.20. REGULATIONS 14 1.21. HUMAN RESOURCES 14 1.22. CAPITAL PLAN 15 1.22.1. Table 15 1.23. MENU AND PRICES 16 1.24. SEASONAL SALES VARIANCES 16 1.25. SWOT 16 1.25.1. Strengths 17 1.25.2. Weaknesses 17 1.25.3. Opportunities (for Sussi’s) 17 1.25.4. Threats (for Sussi’s) 17 SET-UP REQUIREMENTS 18 1.1 HOW WE ARE GOING TO MEET OUR OBJECTIVES 20 2 REFERENCES 21 1. INTRODUCTION This report identifies a description of a product/service which significantly generates part one of a business plan. In doing so, this report entails an opportunity map to help elaborate on the advent of Sussi’s restaurant in Livingstone...
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...Under Armour vs. Nike A David and Goliath Story Nike is a multinational publicly traded company that originated in 1950s between partners who were determined in providing a competitive edge for athletes through footwear. Originally the partners started out with a storefront selling manufactured shoes until they decided to design their own in 1971. During the 1972 US track and field trials they found a local athlete to endorse their new shoe design, Steve Prefontaine (Nike Inc, n.d.). Prefontaine was a world renowned runner who would send Nike shoes to other athletes which provided legitimacy within the sports world for the Nike brand. Nike continued to gain momentum through the decades through pairing cutting edge sophisticated sports apparel and peripheral merchandise with league branding. It is now considered to have more than 67.2% of the global footwear market share (Nike INC, 2013). Under Armour founder, Kevin Plank, was a former football player for University of Maryland. Much like the founders of Nike, in 1996 he saw a need in sport apparel that was not currently being addressed (Under Armour, 2013). Performance apparel began with developing the perfect t-shirt for athletes that would be compressing but also would remain drier and lighter than cotton. This idea steam rolled into a publically traded company. Their portfolio has grown from clothing to other peripheral merchandise and their newest launch is to take on the shoe industry hegemon, Nike. Promotional...
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...MBA532 Leadership Unit 8 Manning suggests that while women tend to be hypercritical of themselves, men are often more confident of their abilities than they ought to be. Briefly agree or disagree. Then, address how you, as a leader of an increasingly androgynous workforce, would remedy such varying self-perceptions. In other words, how would you formulate an effective strategy to lead those two groups while maintaining consistency of approach to treating all equally? Be specific in how would you get men to have a more realistic assessment of their abilities and convince women to focus less on perceived imperfections. I agree that women are more hypercritical of themselves and some probably think less of themselves because of social expectations. Society expects women to carry all of burdens of raising a family, cooking, cleaning, and being a good wife. That is a lot of pressure for women to deal with on a daily basis. Women in the workplace do not make the same money as men that are doing the same job. Women are defined by their appearance first and their abilities last by society. Men for the most part have been the bread winner of the family, and the head of the family. Men made all of the decisions about how the money would be spent, while women held their hand out for their allowance. Some men on the other hand are more confident in themselves because women allow them to be confident in themselves even when they are wrong. When I first became a Team Leader, I was...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...etingGRADUATION THESIS SOCIAL MEDIA MARKETING AND THE FASHION INDUSTRY By Lisanne van Rietschoten Amsterdam Fashion Institute GRADUATION THESIS Social Media Marketing and the Fashion Industry WHAT IS SOCIAL MEDIA MARKETING AND HOW ARE FASHION BRANDS APPLYING SOCIAL MEDIA AS A MARKETING TOOL AND COMMUNICATION CHANNEL? By Lisanne van Rietschoten International F&M Student Graduation Coach: Marco Mossinkoff Amsterdam Fashion Institute, May 10,2010. PRODUCT THE PRODUCT IS INSPIRED BY THE DIFFERENT APPLICATIONS OF TACTICS AMONG FASHION SEGMENTS TO ACHIEVE SOCIAL MEDIA GOALS. THE LINK BETWEEN GOALS AND TACTICS IS ACCORDING TO MY RESEARCH AN IMPORTANT PART OF SOCIAL MEDIA SINCE IT PLAYS A CRUCIAL ROLE IN A BRAND’S SOCIAL MEDIA COMMUNICATIONS. MY AIM WITH THE PRODUCT IS TO MAKE FASHION BRANDS AWARE OF MY FINDINGS ON GOALS AND TACTICS. INSTEAD OF GIVING AWAY PRINTOUTS OF MY +15,000 WORD THESIS, THE PRODUCT IS HANDY AND ACTS AS A VISUALISATION OF MY MOST INTERESTING RESEARCH OUTCOMES. MY PRODUCT COMES IN A FORM OF A BROCHURE AND A MAP. IF MY THESIS PROVES TO BE SUCCESSFUL, I AM PLANNING TO SEND OUT THE BROCHURE AND MAP TO COMPANIES ALONG WITH MY CV TO APPLY FOR A FULL-TIME OR PART-TIME JOB IN THE FIELD OF DIGITAL MARKETING. ABSTRACT Social media may sound like a new concept, but it is actually based on the most authentic marketing tool we know: word-of-mouth marketing. The speed of online word-of-mouth goes enormously fast, making social media highly attractive...
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