Skip to main content

MARKETING STRATEGY

VICTORIA'S SECRET MARKETING STRATEGY:
SOCIAL MEDIA:
  • Facebook: 24 million fans, the 19th most popular brand, the 2nd most popular retail store.
  • Twitter: 3,4 million fans, ranking 16th
  • Instagram: 3.9 million fans, ranking 11th
  • Youtube: 65.9 million views, ranking 72nd
EMAIL MARKETING:




Texts from the brand also get send out to the individual customers who have signed up to this service. This includes offers which makes customers feel like the brand cares about them as it is a text directly to them (even if it is a group text) with offers that everyone would love considering it will save them money. This is the same as emails, however, texts are quicker and more common to be checked.

VS ALL ACCESS:
  • Victoria's Secret All Access is a page located on their website.
  • Additional information such as makeup tips, supermodel biographies, an insider's look at the Victoria's Secret fashion show, and news events are shown.
  • This service gives customers a more personal experience and makes them feel like part of something, therefore wanting to stay loyal to the brand and resulting in them buying the products.


PROMOTIONAL OFFERS:
  • Every year, the day after the fashion show has been broadcasted, Victoria's Secret holds a promotional event in store and online.

SEMI ANNUAL SALE:
  • Semi annual sale which is held twice a year.
  • This gets customers excited and constantly checking the website to see if the sale is live, when it is customers are racing to the tills and to checkout to get good deals on the expensive underwear, it results in them getting more for their money.

COUPONS:
  • Mail out a 'free panty' card to their shoppers every month, also email out '$10 off a bra' card.
  • Making customers buy more as they are getting deals what they would've bought anyway, for those that wouldn't have bought it anyway, it gives them excuse to get some free or cheaper underwear.

ONLINE DEALS:
  • These offers often include $25 off your purchase, free shipping, etc. hosting some level off clearance items on their website.
References:
1. https://www.slideshare.net/RianeTabti/victorias-secret-brand-audit-2014
2. https://businessinsidewear.wordpress.com/2014/11/25/victorias-secret-360-digital-experience/

Comments

Post a Comment

Popular posts from this blog

FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company. 
Post a Comment
Read more

BRAND POSITIONING MAP

This is my brand positioning map/first attempt of the one I will be submitting; I may add/change some of the brand around once even more research has been conducted. The points I decided to go for in this brand positioning map is 'HIGH PRICE', 'LOW PRICE', 'HIGH QUALITY' AND 'LOW QUALITY'. I believe these are good points as it shows if the price of the products matches up to the quality and portrays whether you actually get for what you pay for. These brands on the map are all of different levels of quality and price and I have placed them according to where I believe they should go.
Post a Comment
Read more

SUGGESTED REPORT BREAKDOWN LECTURE

SUGGESTED REPORT BREAKDOWN LECTURE: Format: A4 Portrait (opening to A3) - designed to re create your brands identity  Word Count: 3000 Words (+/- 10%) Word Count does not include your Executive Summary, Infographics or Bibliography Structured with numbering; 1, 1.1, 1.2, etc.. To Include (Minimum): Contents Page 1. Executive Summary A short overview of the report to entice readers. What is the purpose of the work? What methods did you use for your research? What were the main endings and conclusions reached? Did your work lead you to make any recommendations for future actions? 2. Introduction to the Brand Guideline: 300 Words Explain the rationale behind the work, what you have been asked to do (or what you have chosen), the reasons for doing it and the background. State what the report is about. What question are you trying to answer?/What problem are you wanting to overcome? Describe your starting point and the...
Post a Comment
Read more