FIRST REPORT DRAFT: FEEDBACK FROM LECTURERS:
Student Name: Georgia Walters
Chosen Brand: Victoria's Secret
Executive Summary: The executive summary should not provide an overview of the Victoria's Secret brand, but should outline the purpose of the study and the research methods that you have used - both primary and secondary. You are also required to include the key finding and conclusions that you have reached and provide some recommendations for the brand.
Introduction to the Brand: It is clear within the introduction that the focus of the report will be around issues relating to body image and diversity. Please try to be more specific about the reasoning behind the study into these topics and the Victoria Secret brand. Please provide specific background evidence to support the issues that you are trying to overcome. Also, it is important within the introduction to describe the starting point for your research and how you research has progressed, for example: competitor analysis or consumer research.
Macro Economic Analysis: Refine the PESTEL analysis to focus on the brands current performance and how this is affected by social or political change. How might these PESTEL factors impact on the future of the brand. You may want to consider there in relation to your recommendations.
Brand Market Position: You have identified some good strengths of the Victoria's Secret brand including their use of social media as a key marketing tool for the brand and consumer. Please refine the information provided to include more evidence of how the brand is currently perceive by the consumer.
Competitors: Whilst your brand positioning map is very good, you highlight key competitors including Calvin Klein, Ralph Lauren and Donna Karan, however there are not included on the map. This may be because they are not competitors, in terms of products, but systems. It is important for you to focus on the most appropriate finding to support your study including the analysis of competitors such as Ann Summers and Boux Avenue. Within your report you include statements that are not supported such as: The main reasons that there are this many competitors that members of the public would lean towards rather than Victoria's Secret is because they are cheaper, better qualities and have better ethics and morals. Please provide evidence to support this.
Consumer Demographic: Provide further evidence to support the Victoria Secret consumer group ages 16-49. It may be beneficial to breakdown this consumer into a younger and older consumer group. This may be based on the products that each consumer purchases. You highlight within the report that mostly teenagers would be buying from the brand, provide evidence to support these findings. It is important to provide consumer profiles for the target consumer and identify their income, lifestyle and key characteristics. Provide a mood board to help visualise the target consumers.
Referencing: You must provide references to support your findings. Please use the Harvard referencing dude to help you with your referencing.
Other: Be careful of casual language such as: Discover a strategy to take down any competition.
Student Name: Georgia Walters
Chosen Brand: Victoria's Secret
Executive Summary: The executive summary should not provide an overview of the Victoria's Secret brand, but should outline the purpose of the study and the research methods that you have used - both primary and secondary. You are also required to include the key finding and conclusions that you have reached and provide some recommendations for the brand.
Introduction to the Brand: It is clear within the introduction that the focus of the report will be around issues relating to body image and diversity. Please try to be more specific about the reasoning behind the study into these topics and the Victoria Secret brand. Please provide specific background evidence to support the issues that you are trying to overcome. Also, it is important within the introduction to describe the starting point for your research and how you research has progressed, for example: competitor analysis or consumer research.
Macro Economic Analysis: Refine the PESTEL analysis to focus on the brands current performance and how this is affected by social or political change. How might these PESTEL factors impact on the future of the brand. You may want to consider there in relation to your recommendations.
Brand Market Position: You have identified some good strengths of the Victoria's Secret brand including their use of social media as a key marketing tool for the brand and consumer. Please refine the information provided to include more evidence of how the brand is currently perceive by the consumer.
Competitors: Whilst your brand positioning map is very good, you highlight key competitors including Calvin Klein, Ralph Lauren and Donna Karan, however there are not included on the map. This may be because they are not competitors, in terms of products, but systems. It is important for you to focus on the most appropriate finding to support your study including the analysis of competitors such as Ann Summers and Boux Avenue. Within your report you include statements that are not supported such as: The main reasons that there are this many competitors that members of the public would lean towards rather than Victoria's Secret is because they are cheaper, better qualities and have better ethics and morals. Please provide evidence to support this.
Consumer Demographic: Provide further evidence to support the Victoria Secret consumer group ages 16-49. It may be beneficial to breakdown this consumer into a younger and older consumer group. This may be based on the products that each consumer purchases. You highlight within the report that mostly teenagers would be buying from the brand, provide evidence to support these findings. It is important to provide consumer profiles for the target consumer and identify their income, lifestyle and key characteristics. Provide a mood board to help visualise the target consumers.
Referencing: You must provide references to support your findings. Please use the Harvard referencing dude to help you with your referencing.
Other: Be careful of casual language such as: Discover a strategy to take down any competition.
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