A study on the Marketing Strategies related to Victoria's Secret.Done during a Marketing Management internship under the guidance of Prof. Sameer MAthur,IIM LUCKNOW.

2. ABOUT THE BRAND
LARGESTRETAILEROFLINGERIEINTHEU.S
FOUNDEDBYROYRAYMONDINTHEYEAR1977
 IDEAAROSEFROMTHEFACTTHATRETAILERSOFFERED“PRAGMATIC”AND“DOWDY”GARMENTSFOR
WOMEN
 SOLDTHECOMPANYTOLESLIEWEXNERIN1982,CREATOROFLIMITEDSTORESINC.,FOR$1 MILLION
PRODUCTSSOLDINCLUDElingerie,SWIMWEAR,COSMETICS,SLEEPWEAR,FRAGRANCESANDBEAUTY
PRODUCTS

3. TARGET MARKET/AUDIENCE
WOMEN AGED
BETWEEN 20-40
YRS
PRE-TEENS AND
TEENAGERS
MEN WHO WISH TO
SHOP FOR THEIR
WIVES/GIRLFRIENDS
SEXY,CONFIDENT
AND EDUCATED
WOMEN
CUSTOMERS WHO
HAVE A SENSE OF
FASHION

5. VS
Hanes
Warnaco
Maidenform
Aerie
Soma
PINK
Independent

6. WHY HAS VICTORIA’S
SECRET BEEN SO
SUCCESSFUL?HOW DOES
THE COMPANY REACH ITS
TARGET AUDIENCE?

7. PREVAILING CIRCUMSTANCES
MARKET DURING
1970SAND80S
OFFERED VERYFEW
LINGERIEOPTIONS
FOR WOMEN
DEPARTMENT
STORES OFFERED
LITTLEINTERMS OF
STYLE AND DESIGN
OFTEN
CONSIDERED
PROVOCATIVE,
eMBARASSING
TO SHOP FOR
LACYLINGERIE
COULD ONLYBE
FOUND INSELECT
STORES

8. WEXNER TOOK
SEVERAL STEPS TO
REVAMP
VICTORIA’S
SECRET!

9. oLAUNCHEDARANGE
OFNEWPRODUCTS IN
STYLISH COLORS,
TEXTILESAND PATTERNS
oMADEWOMEN FEEL
SEXY AND GLAMOROUS
INATASTEFULMANNER

10. FOCUSED ON CONSISTENCY OF FIT
HELPED CREATE CUSTOMER LOYALTYSTORES RECONFIGURED TO
APPEAL TO FEMALE SHOPPERS
FITTING ROOMS MOVED TO THE
REAR SIDE TO PROVIDE PRIVACY

11. WEXNER REINFORCED THE BRAND IMAGE OF STYLE& SOPHISTICATION BY EVOKING A EUROPEAN LOOKAND FEEL
THROUGHOUT THE STORES…..

12. Catalogues bore
a fake London
Address
(the company was
really
headquartered
in Colombus,Ohio).

13. MARKETING STRATEGY
DIRECT AND DATABASE MARKETING:-
CATALOG MARKETING AND MAIL ORDERS
ADVERTISING:-TV COMMERCIALS
EVENTS & EXPERIENCES:-FASHION SHOWS
ONLINE MARKETING:-USE OF WEBSITES FOR SELLING THEIR
PRODUCTS
SALES PROMOTIONS:-GIFT CARDS & OFFERS

14. CATALOG marketing
VS took telephone orders 24 hours a day;this
helped prior to the advent of the internet
Costed $3 to produce and distribute
Customer database grew significantly;
peaked at 400 million mailings in 1998
Allows consumers to browse and shop
at the comfort of their homes
Also provides opportunity to extend
and test different product offerings

15. FASHION SHOWS&TV COMMERCIALS
 BIGGEST MILESTONE IN THEIR MARETING STRATEGY
 GLAMOROUS SUPER BOWL ADS RESULTED IN
MILLIONS OF VISITS TO THE COMPANY
 MANY TUNE IN TO WATCH THE ICONIC VICTORIA’S
SECRET FASHION SHOWS FEATURING SUPERMODELS
TERMED AS “ANGELS”

16. CLICK ANYWHERE ON THE SCREEN TO WATCH !

17. ONLINE
MARKETING/
SALE
PROMOTIONS
WEBSITEFOR
ONLINE SHOPPING
CUSTOMER LOYALTY PROGRAM:
SECRET REWARDS
PROMOTIONAL
OFFERS
GIFT CARDS

18. BIGGESTCHALLENGES?
•COMPETITION FROM SEVERAL OTHER INTIMATE APPAREL BRANDS
SUCH AS FRUIT OF THE LOOM,HANES,AMERICAN EAGLE,ETC.
•ACCUSED OF “SEXUALISING” TEENAGE GIRLS WHEN A CAMPAIGN
NAMED “BRIGHT YOUNG THINGS” WAS LAUNCHED IN 2013;DRew
NEGATIVE ATTENTION THEREBY DAMAGING ITS BRAND IMAGE
•DROP IN SALES DUE TO ITS HIGHLY PRICED GOODS

19. WHAT’S NEXT?HOW DOES THE COMPANY GROW?
RECENTLY EXPANDED WITH THE LAUNCH OF “PINK” TARGETED AT 15-
22 YEAR OLD WOMEN; HOPE IS THAT PINK CONSUMERS STAY LOYAL TO
THE VICTORIA’S SECRET BRAND.
SHOULD PROBABLY CONSIDER THE LAUNCH OF LINGERIE FOR PLUS SIZE
WOMEN THEREBY SATISFYING AND EXTENDING TO THAT SPECIFIC
TARGET CUSTOMER SEGMENT

20. RECAP
 ABOUT VS
 PREVAILING CONDITIONS
 STEPS TO SUCCESS
 MARKETING STRATEGY
 ANSWERS TO QUESTIONS(FROM KOTLER,15TH EDITION)

21. DISCLAIMER
Created by Sreelakshmi Rajesh,VNIT NAGPUR,during a Marketing Management
Internship under the guidance of Prof.Sameer Mathur,IIM LUCKNOW.