Victoria's Secret Marketing Plan
Victoria’s Secret
Dominika Wolfova dominickaaa@yahoo.com MK 300 – Principles of Marketing
Ivan Žáry
Marketing Plan
Jun 4, 2010
Table of Contents
Executive Summary Marketing Objectives Products or Services Resources Needed Projected Outcomes
Company Description
Strategic Focus and Plan Mission/Vision Goals Core Competency
Situation Analysis Internal Focus Strengths Weaknesses External Focus Opportunities Threats Industry Analysis/Trends Competitor Analysis Company Analysis Customer Analysis SWOT Analysis Summary
Market – Product Focus Marketing and Product Objectives Target Markets Points of Difference Positioning
Marketing Program Product and Product Strategy Price Promotion Place
Data and Projections Sales Forecasting Methods Used Sales Data Costs Financial Projections Financial Information Systems Needs
Organization
Implementation Plan People Required Manufacturing, Financial and Other Resources Needed Timing
Evaluation and Control
References
Appendix A: Biographical Sketches of Key Personnel
Executive Summary
Victoria’s Secret is an underwear company specialized for women almost any age. It is a part of Limited Brands portfolio, which owns Victoria's Secret Pink, Bath & Body Works, C.O. Bigelow, La Senza, White Barn Candle Co. and Henri Bendel brands. Victoria’s Secret accounts for more than 50% of this portfolio. It is the most purchased underwear brand in the United States. Victoria’s Secret offers luxury, sexy, comfortable underwear for women. Moreover, they offer beauty products, cosmetics, clothes and accessories. Victoria’s Secret net sales accounted for $5,604 million in year 2009. Victoria’s Secret owns stores all over the United States, in Canada and sells its products worldwide.
Marketing Objectives
Victoria’s Secret earns profit during
Dominika Wolfova dominickaaa@yahoo.com MK 300 – Principles of Marketing
Ivan Žáry
Marketing Plan
Jun 4, 2010
Table of Contents
Executive Summary Marketing Objectives Products or Services Resources Needed Projected Outcomes
Company Description
Strategic Focus and Plan Mission/Vision Goals Core Competency
Situation Analysis Internal Focus Strengths Weaknesses External Focus Opportunities Threats Industry Analysis/Trends Competitor Analysis Company Analysis Customer Analysis SWOT Analysis Summary
Market – Product Focus Marketing and Product Objectives Target Markets Points of Difference Positioning
Marketing Program Product and Product Strategy Price Promotion Place
Data and Projections Sales Forecasting Methods Used Sales Data Costs Financial Projections Financial Information Systems Needs
Organization
Implementation Plan People Required Manufacturing, Financial and Other Resources Needed Timing
Evaluation and Control
References
Appendix A: Biographical Sketches of Key Personnel
Executive Summary
Victoria’s Secret is an underwear company specialized for women almost any age. It is a part of Limited Brands portfolio, which owns Victoria's Secret Pink, Bath & Body Works, C.O. Bigelow, La Senza, White Barn Candle Co. and Henri Bendel brands. Victoria’s Secret accounts for more than 50% of this portfolio. It is the most purchased underwear brand in the United States. Victoria’s Secret offers luxury, sexy, comfortable underwear for women. Moreover, they offer beauty products, cosmetics, clothes and accessories. Victoria’s Secret net sales accounted for $5,604 million in year 2009. Victoria’s Secret owns stores all over the United States, in Canada and sells its products worldwide.
Marketing Objectives
Victoria’s Secret earns profit during
References: U.S. Census Bureau. (n.d.). State and Country QuickFacts: USA. Retrieved Jun 1, 2010, from http://quickfacts.census.gov/qfd/states/00000.html 2.6% gain in May retail sales lower than expected Limited Brands. (2009, March 9). Officers. Retrieved Jun 1, 2010, from http://www.limitedbrands.com/investors/company_info/officers.aspx Limited Brands Limited Brands (LTD). (n.d.). Retrieved Jun 1, 2010, from http://www.wikinvest.com/stock/ Limited_Brands_%28LTD%29#_note-ltd4 Limited Brands, Inc.(2009, March 27) Tuck School of Business at Dartmouth. (n.d). Victoria’s Secret. Retrieved Jun 1, 2010, from http://mba.tuck.dartmouth.edu/digital/Research/CaseStudies/6-0014.pdf Wilkinson, N., Woolrath, J., Zuloaga, M., Roja, G., Milyard, B Ambartsumyan, A. (2010, February 15). Victoria 's Secret Stores Go International:Lingerie Stores To Open Worldwide. Retrieved Jun 1, 2010, from http://womens-intimate-apparel.suite101.com/article.cfm/victorias-secret-stores-go-international Limited Brands Fruit of the Loom. (n.d.). Welcome to the Fruit of the Loom Online. Retrieved Jun 1, 2010, from http://www.fruit.com/ladies_girls.shtml Limited Brands Frederick’s of Hollywood. (n.d.). Home. Retrieved Jun 1, 2010, from http://www.fredericks.com/ Appendix A: Biographies of Key Personnel