Ch.7 Business Marketing

Business-to-business electronic commerce is one of the main sources of income for Victoria Secret. Over 50% of the customers of Victoria Secret tend to purchase through online sources for the simple fact that it saves time and money through electronic advertisement discounts. Not only is it easier to purchase online but it also gives the opportunity to other businesses to buy at wholesale or large quantities to resell their products.
 Most importantly all advertisements feature online sources to be created such as adobe and Microsoft to create their advertisements and as they create them, commercials insinuate easy shopping for all viewers.
 Upon having many Victoria Secret locations, VS also promoted by hundreds of websites that heavily enforces positivity in sales.

http://vsallaccess.victoriassecret.com/2012/05/07/victorias-secret-vs-knockout-push-up-bra-online-commercial-extended-cut/

Ch.8 Segmenting and Targeting Market

Victoria's Secrets is known for its demographic segmentation such as advertisements closer to landmarks and high populated areas. The reason why? Victoria's Secrets concentrated targeting strategy has made itself successful because of certain and very important views to heavily create acknowledgment of quality to the public. Victoria's Secret made its most success with its most applied segmentation strategy (psychographic segmentation) with this specific strategy fall onto all the segmentation which strongly and thoroughly appeals targeting the eye of all. Let me explain; there are many ways on how to create many different strategies, every mind it happens to be a whole different spectrum. With different combined segments equal to the opportunity of success in many ways.

Ch.11 Developing and Managing Products

Victoria's secret has made an impact worldwide with its comforting, and unique designs. The product sells itself for its reputation. The Victoria's secret line of apperal, it demonstrates such a good feedback that it carrys on somewhat of a tradition to its customers. Just like any other successful company selling their products, nothing can be more effective selling itself by promotions and private events. Obviously there are other products sold from other companies but only one is going to pull the attraction of peoples eyes on first sight. Also, the experience of the quality of these products. One way to describe these products by success, elegance, sofisticated, vibrant, extravagant, sexy intimate apperal hits where the center of all attention stop at. At times Victoria's secret tends to bend the designs into a much more innovative and particular in its class at times. Which is really good if you look at all the positive points where the sale can produce itself. Little did you know that at the end of every promotion there is a sale (clearance) of all the promotions due? Why do they do this? Victoria's secret knows it can sell what it has to offer. In other words it's success it phenomenal with its longer lasting comfortable products.

Ch.16 Integrated Markting Communication

The ultimate goal of any promotion is to get someone to buy a good or service. In order to any company to reach their promotional goal they need to follow a classic model called AIDA concept which acronym stands for A- attention, I- interest, D-desire, A- action. In the case of Victoria Secret company they met all these requirements using a very unique and attractive promotional strategy which is the annual VS Fashion Show.


Attention-- VS Fashion Show organizers gain the attention of their target market by promoting the product before anything which is lingerie.

Interest-- The simple awareness of a brand seldom leads to a sale. Victoria Secret has all the information about the annual VS fashion show posted online at www.victoriasecret.com . The campaign also counts with  the VS app available for smartphone and tablets so people can carry and check out thee most fashionable clothes and beauty products on their hands.

Desire-- All companies have to convince their potential customers that their product is the best thing to buy. Victoria Secret uses their beautiful models best known as VS angels to seduce their customers. This is the way it works-- when women or men see the angels wearing the seductive lingerie they usually think they will look as awesome as the models do, men actually imagine their wives or girlfriends looking the way the models do.

Action-- Although VS company make an immense amount of money with their fashion show they also use discounts and low prices as an strategy to earn even more money.

Ch.10 Product Concepts

  When we ''consumers'' hear or see an ad from Victoria Secret company the first thing we quickly think about is Underwear ( a discount in bras or panties, a new style of lingerie for women, etc). That is why I placed it as the heart of the VS organization marketing program. Victoria Secret products fall into the category of consumer products because they are brought to exclusively satisfy women's personal wants and needs. I also cataloged them as a convenience product as it is relatively inexpensive any woman or person earning a minimum of $250 a week can afford it, with the only exclusion of the last year $2million bra designed by Damiani and composed by 300,000 diamonds and 18k white gold. Victoria Secret is branded by its symbol, design and combination which differentiates it from other companies. VS has a persuasive labeling because it focuses on a promotional theme or logo, and the consumer information is secondary. 

Ch.18 Sales Promotion and Personal Selling.

Public imaging is very important for a company, it is the power point which also falls into the hands of advertisement. Public appearance in addition to coupons for saving on promotional items will increase sales drastically. 

Coupons and promotions can be advertised online and on popular websites such as Facebook, Twitter, etc.

These savings that Victoria Secret offer will attract the eye of young buyers, adults, both with any taste by having actresses and models from places well known such movies, TV shows, Import Tuner magazine, New York Times, Cosmopolitan, Glamour, In Style and their own catalog put out promotions such as now . '' Comfort and Elegance is what women look for with ways to save money.

Victoria Secret is having a ''Sexy Steal'' a blowout sale on panties 7 for $26 with over 150 colors to choose from.

Also a free Secret Reward Card worth $10, $50, $100 or $500 with a $10 purchase through march 31st.

A 20% off bra tops 60+ styles and swim sales specials up to 40% off.

On newspaper and on any written ad is easier to see but if you go online and look deeper into promotional details, you will find more ''extra'' promotions with more sales and bigger discounts.

Although the personnel in a company is very important due to the fact that a good customer service will make the company consumers feel more comfortable and satisfied when buying. In the case of Victoria Secret their personnel is very polite and welcoming, willing to help the consumer in anything they need.

Ch.17 Advertising and Public Relations

Advertising is the target for profitable events. Perhaps you might think that opening a store will immediately grab attention, it sure will; the more people you see inside the store the more customers you will get due to curiosity. In case you might wonder how this particular relates, is because color is vibrant, vibration is sound, sound resinates through mouth. For instance, not only is Victoria Secret one of the most famous for its quality and comfort, they are also famous for their designs and provocative advertising with its vibrant colors to call out and bring those customers in. Women often stop for their own undergarments, body wash, body spray, and perfume, but men also go and shop for their girlfriend, wife, etc.

They have made progress using specific women to model their achievement such as Adriana Lima, Miranda Kerr, and some others. Not only does the merchandise sell by advertisement but anything provocative eye catching such as the bodies of these young women. Yes, I am saying sex sells itself. Its most recent advertisment is the new application for iphone and androis where you can get sexy anytime, anywhere.

Advertising is about what the people want to see and hear; it is about what the people don't expect to see until you show it that way. It is not about designs you prefer or colors that the seller likes, it is what catches attention and brings the customers in. 

 

Ch.15 Retailing

There are over a 1000 Victoria's Secret stores across the U.S and over 100 independent Victoria's Secret beauty stores which are located comfortably in many of the shopping centers across the U.S selling beauty products, lingerie, sleepwear, shoes, bathing suits, bras and panties and over four hundred million catalogs are send out every year. In addition, Victoria's Secret online store is very favored and it is accessible worldwide. Victoria's Secret retail stores can be ranked as department store because of its variety of products designed to women. 

od to attract the target market, which is the 6 Ps: product, place, prI visited the Victoria's Secret retail store located at  34th St. in downtown New York and I corroborate to myself that they use the retail methomotion, price, presentation and personnel. 

• Lingerie, shoes, beauty supplies, sleepwear are needs of all women living in today's society.
• Victoria's Secret retail store located at 34th St. I believe is the most visited by New Yorkers and visitors. Saturday night when I went to the store I analyzed that the 50% of women who passed by me were carrying a Victoria's Secret bag, most of them seemed to me to be visitors.
• The biggest or famous Victoria's Secret promotion is the VS fashion show.
• Their product aren't pricey, plus the coupons and discount they offer is very showy to women.
• The store is a very pink and girly place. I found it comfortable to girly women.
• It staff are attentive and courteous. 

Ch.6 Consumer Decision Making

Consumer Behavior Towards Victoria's Secret
A person can rarely go into a local shopping mall and not find a Victoria’s Secret store. Victoria’s Secret sells women’s lingerie, pajamas, perfume, and other feminine-related items. The Victoria Secret Brand uses “girly” colors, such as pink and reds, as well as visually appealing super-models to sell the brand. As consumers, we pay attention to what is hip and trendy in the marketplace as it relates to fashion. In addition, advertising plays a large role in the fashion decisions made by adults and pre-adults alike. Therefore, advertisers for Victoria Secret have done a brilliant job of creating an association with the Victoria Secret brand and the visual image of lingerie that immediately comes to our minds. They do this by using famous super models to market their signature bras, panties and sleepwear. This association is then projected back on the consumer, who begins to believe that they can be just a seductive as the Victoria Secret supermodels if they purchase this lingerie.  The typical Pink Brand customer is a young and fashionable woman that enjoys comfortable clothing. For women who may think that the Victoria Secret line is too racy or sexy for them, the Pink line offers a casual alternative that allows young women to feel cute and playful. A Pink consumer uses personal influences to make purchase decisions. For example, this line of clothing is basically geared toward college coeds, who are usually seen sporting “loungewear” in daily life. Pink consumers are able to take their personal sense of style to the next level by wearing clothing that better suits their personalities.   

                               

Ch.5 Developing a Global Vision

Victoria's Secret Catalog and Online Store Go International.

It is not a secret that Victoria's Secret is one of the most prestigious lingerie brands in the world. In these past years, the Victoria Secret company has seen a noticeable growth in its catalogs and website sales in foreign countries, peculiarly in Australia, Canada, Singapore, and Soviet countries such Russia and Ukraine. Victoria's Secret has started its expansion in Canada, where the company opened four Pink stores in Ontario and is also going to open more this coming March. Outside the United States Victoria’s Secret is currently available only in select duty free (are often found in the international zone of international airports and sea ports) global locations. In 2009, Victoria Secret stores opened at the airports in Buenos Aries, Argentina, San Paulo, Brazil, Dubai, United Arab Emirates,  Barbados and Mexico City International Airport.  In 2012 Victoria's Secret is looing forward to open its lingerie chain stores in Europe and Asia.





Boots, coats, sweaters, pajamas, lingerie and dresses are among the most popular searches and products on the official website. Through its official website VictoriasSecret.com the popular brand serves dozens of countries worldwide. Victoria Secret products are not pricey, its products are from $20.00 dollars up. Lingeri and beuty products are needed for all women living in today's society.

Ch.4 The Marketing Environment

   Victoria's Secret markets is directed specifically to women. Its diversity of products is designed to satisfy the desires of women of all ages from ten-years-old girls to sixty-years-old women. Victoria's Secret products aren't pricey, so every woman, even men who want to give an attractive gift are able to afford it. The environmental management is very active and important in this particular company. This is what this company it's all about, creating new designs and products for the consumers to buy. Every season Victoria's Secret brings a new design as underwear, make up and perfumes. We can also consider this strategy as a component lifestyle because they practice diverse of goods and services that interest the needs of their consumers, instead of practicing a single product.

     Another favorable thing about Victoria's Secret company is that here in New York it's located at an accessible place (34th Street. Downtown). In a place where million of New Yorkers transit daily.

Ch.3 Ethics and Social Responsabilities

   Of all the issues that fall under the very broad heading "business ethics," child labour is among those least likely to be seen as grey. On December late last year, an controversial issue came out after revelations that Victoria's Secret had a deal with a cotton company (Burkina Faso) who forced children to work.

   In the past years, Victoria's Secret had been buying almost all  the cotton produced by Burkina Faso, under a deal that a third-party was going to be monitoring the production to insure it was organic cotton. All these came out when Bloomberg published the story of a thirteen-year-old child who works at the cotton field located in West Africa and gets beat when she slow down her work.

   Somehow, Victoria's Secret as much as Burkina Faso failed. Victoria's Secret because their third-party didn't do their job monitoring the fields and, Burkina Faso because they were irresponsables and abused of the children. Also, Fairtrade International said that Burkina Faso program met its standards and a Limited Brands executive visited the country early this year and didn't see anything erratic.

   On another note, this issue hurt the company itself and its ethical image. But it's for sure that Victoria's Secret followers will forget about it by the everyday consumer before long.

   Victoria's Secret social responsability and multinational companies as well is to make sure they look more extensively into where their materials are coming from.

  

Ch.2 Strategic Planning for Competitive Advantage

     Starting from Raymond's 6 stores, Victoria's Secret has grown into a giant in the lingerie business. Victoria's Secret spends $66 million dollars per year on advertisement alone, essentially defining beauty and packing it for customers. It has virtually no competitors in the women's elegant lingerie market.
    
     Thousands of newspaper ads, catalogs and televised  fashion shows are distributed to convince women that buying Victoria's Secret will boost their confidence and enhance their appeal.










With this Victoria's Secret annual fashion show it has received an audience of over one billion people, including news coverage. The Victoria's Secret fashion show is televised annually in which it has an exclusive contract with nationwide broadcasting station CBS.


Each year over three-hundred ninety million copies of the Victoria's Secret Catalog are distributed in the United States alone. Victoria's Secret catalogs are by far thee most  prolific than many news magazines.


What the company of Victoria's Secret doesn't spend on internet and television ads, fashion shows, or its catalog is put into newspaper and magazine ads. Due to the lifestyle of a high population in the United Sates alone leaves people with the comfort to read it in the New York times, newspaper, including Cosmopolitan, In style, Glamour, Allure, and last but not least Maxim. 

 Victoria's Secret sells merchandise throughout several channels which are retail stores, catalogs and the internet just with this 360 degree approach reinforces the company's brand and expands sales opportunities, helping customers to buy what they need and want at anytime and anywhere. 


As we already know that (The Limited) has bought Victoria's Secret. With Bill Lepler being The Limited's vice president he affirms " The customers buying Victoria's Secret products through multiple channels spend three to five times more than customers who buy only through one channel".


With the reputation Victoria's Secret has gained throughout all the years in business the Victoria's Secret products represents fun, romance, fantasy, desire, and love all in one.

Ch.1 Brief History

      Victoria's Secret started in San Francisco, California in 1977, by Tufts University and Stanford Graduate of Business, alumnus Roy Raymond. 
Roy Raymond first felt embarrassed buying lingerie for his own wife at the department store. In 1982, after five years of operation Roy Raymond sold the Victoria's Secret company grossing six million per year to Leslie Wexner founder of '' The Limited'' for four million dollars.
      The Limited kept personalized image of Victoria's Secret  intact. After a few sales of Victoria's Secret products, Victoria's Secret expanded into the malls in the United States around he 1980's.
By the 1990's Victoria's Secret became the largest American lingerie retailer topping at 1 million dollars.


Victoria's Secret Mission Statement:
          '' Our mission is to deliver best class, captivating, branded customer experience that builds loyalty and enables consistent sales and profit growth''.