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.