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.