project and victoria’s secret team 5 marketing plan mariah mostoller, preston tagaras, quynh anh...
TRANSCRIPT
Project and Victoria’s Secret
Team 5 Marketing PlanMariah Mostoller, Preston Tagaras, Quynh
Anh Truong, Brittney Urdzik, And Cory Hoover
For her, For him
By,VICTORIA’S SECRET
Get him the gift he wouldn’t get himself.
StrengthBrand Name/Image, loyal
customers, Facebook
“likes”(18,374,978) and
twitter “followers”
(769,860)
WeaknessHigher price, Strictly female
market
OpportunityIncreased demand during
holidays
ThreatCompeting men’s lines
-Macy’s, Express
SWOT ANALYSIS
Victoria’s Secret (RED) Campaign
(RED) is a campaign designed to help eliminate aids. For our BA 220 course (marketing) our objective is to create a marketing plan and associate (RED) with Victoria’s Secret. All participants of this survey are customers in Victoria’s
Secret and Belden Village Mall.
1. If Victoria’s Secret were to have a men’s line would you buy for your friend/significant other?
YES ______
NO ______
2. What kind of clothing would you buy him? Check all that apply
Polo ______ Tie_______ Other______
Dress socks______ Cologne______
If you checked “other” please write what you would buy or what you would prefer Victoria’s Secret to have in the “his” section of the store.
1. Do you think men and women would buy at Victoria’s Secret if they knew it was for a (RED) campaign to
help eliminate aids?
YES______
NO_______
2. Do you like the idea of a women’s store having a men’s line?
Agree_____ Disagree______ No Answer________
Preferred Product
PoloTieSocksBoxersCologne
16%28%
16%
52%72%
YES NO0%
20%
40%
60%
80%
Buying products from VS for men
YES NO0%
20%40%60%80%
100%
Buying Products supporting (Red)
Agree Disagree Undecided0%
10%20%30%40%50%
Women’s Store Carrying Men's Products
September2012
March 1st
2013
January 2012
(RED)
Featuring a new product for every major holiday
Sweetest Day
Christmas
Valentines Day
September October November December January February
Celebrity Ads, Commercials and Email
Justin Timberlake
-Real Men wear red
Post picture of you and your sweetest in your red glamour to Facebook.
Top 3 couples with the most likes wins tickets to a red carpet premier.
Featuring dress clothes for Christmas
-(Red) ties, polo, dress socks
Red Tie Event hosted by Justin Timberlake. Cost = $50/ plate
Sample of red cologne Empowe(red)
Featuring the all new Empowe(red) cologne.
Buy any 2 (red) products to get your name entered into a drawing Win a dinner catered by Emeril for you and your valentine!
September: Getting the Word Out
Real Men Wear (Red)
Justin Timberlake
3 Pieces of marketing plan
Payment of $1 million
September/October: Boxers for Sweetest Day
…so your Sweetest Day can become your
sweetest night$17.99
(Red)
Production CostBoxers: $12 x 300,000
$3,600,000
SMLXL
October: Facebook Promotion
3 couples with the most “likes” win the
Red Carpet VIP Package
Package includes:
-Private table for 2
-Admission tickets
-Hotel Room
Post a pic of you and your sweetheart in your best red apparel!
$150
$150
$150
$450
November/December: Dress to Impress
(RED)
Your man will look his best for Christmas in
our (RED) formal wear
$29.95
$14.99
$49.98
Production cost
Tie: $12 Socks: $7Shirt: $ 12
x 100,000 x 400,000 x 400,000
$8,800,000
S M LXL
(RED) Tie AffairHosted by Justin Timberlake
Building rentalCateringServiceFurniture
Included: $10,000
The Altman Building, New York City
January/February: Valentine’s Cologne
Help your man feel empowered with our new men’s cologne: Very Sexy, (RED) Edition!
Production CostCologne: $12 x 300,000
$3,600,000
$34.99
Valentine’s Dinner with Emeril Lagasse
Buy any 2 (RED) products and get entered in the drawing
Win a candlelit dinner catered by famous chef, Emeril Lagasse!
Cater By Emeril: $5,000Drawing system: $5,000
$10,000
Push Money Pink Promotion
Receive a free bottle of Pink perfume for purchasing the featured (Red) product of the season!
For selling a (Red) product the employee who makes the sale will receive a 3% commission from VS
Overall Budget