Download - Victoria’s Secret Marketing Excellence
CONSISTENCY IN FITAND QUALITY
EUROPEAN STYLE STORESWITH CLASSICAL MUSIC
TURNED AN INTIMATE PRODUCT INTO A STYLISH, TRENDY,ACCEPTABLE, ACCESSIBLE ONE
BULIT A STRONG BRAND IMAGE
1982 – SHIFT OF TARGET AUDIENCE TO WOMEN.Perfumes, lotions, creams introduced.
MARKETING STRATEGIES
CATALOGS
GLOSSY CATALOGS EACH COSTING $3 PRINTED IN 1982 AND SENT TO THEIR CONSUMER DATABASE.
‘PRESENTATION AND DEMONSTRATION’ PRINCIPLES FOLLOWED
RELATIONSHIP MARKETING - MAILING
COMFORT
PRIVACY
24 HOUR ORDERS
SITUATIONAL QUESTIONS:“HOW WILL THIS CHRISTMAS GET MERRY?”
IMPLICATIONS:“WANNA GIFT HER SOMETHING SPECIAL?”
10 PAGE GLOSSY INSERTS IN ALL LEADING MAGAZINES
MULTIMEDIA MARKETING
USE OF SUPERMODELS
30 SEC SUPERBOWL AD IN 1999 GAINED 1M VIEWS IN AN HOUR
ITS FASHION SHOW IS THE MOST WATCHED SHOW EVEN TODAY
ONLINE MARKETING
FACEBOOKTWITTER PINTREST
CHALLENGESSOCIAL
CHALLENGESPSYCHOLOGICAL
CHALLENGESLOGICAL
LAUNCHED ‘PINK’ TARGETING AGE SEGMENT 15 - 22
SUMMARYWE SAW HOW VICTORIA’S SECRET BULIT ITS BRAND IMAGE.
IT SINGLE-HANDEDLY CHANGED AMERICA’S PERCEPTION OF LUXURY PERSONAL PRODUCTS.
IT IS AN EXAMPLE OF EFFECTIVE USE OF PERSONAL COMMUNICATION AND MANAGING CONSUMER RELEATIONS.
DISCLAIMERTHIS PRESENTATION WAS CREATED UNDER THE GUIDANCE OF PROF. SAMEER MATHUR DURING A MARKETING INTERNSHIP.