The report analyzes all the strategies and marketing efforts Victoria's Secret deploys in creating its brand name and increase its sale.

1. INTERNATIONAL AND
GLOBAL MARKETING
Written by: ANKITA PATIL
Batch: BABM1
Student ID: 20077402

3. INTRODUCTION:
The company that I have selected for the report is Victoria’s Secret (VS). It is into its global
expansion state now. It is rapidly increasing its business in different countries of various
continents. With its excellent quality, varied product and top notch brand name, it is
succeeding almost in every country it enters. Victoria's Secret is the largest American retailer
of lingerie, whose 2012 sales were $6.12 billion. The company sells lingerie, women’s wear,
and beauty products through its catalogs (sending out 375 million a year), website, and its U.S.
stores. Victoria's Secret is wholly owned by publicly traded ‘L Brands’ company.
History:
Victoria's Secret was founded by Tufts University and Stanford Graduate School of
Business alumnus Roy Raymond, and his wife Gaye, in San Francisco, California, on June 12,
1977. Raymond studied the lingerie market for eight year before borrowing $40,000 from his
parents and $40,000 from a bank to establish Victoria's Secret: a store in which men could feel
comfortable buying lingerie. The company's first store was located in Stanford Shopping
Center in Palo Alto, California. In 1982, it had grown to six stores, a 42-page catalogue, and was
grossing $6 million annually. Raymond sold Victoria's Secret Inc. to Leslie Wexner, creator
of Limited Stores Inc of Columbus, Ohio, for $1 million
INDIAN LINGERIE MARKET:
The lingerie market in India has seen a tremendous growth in past few years and the growth is
expected to increase even more in the coming years. The lingerie and innerwear market
comprises 15.8% of the women’s apparel market, and only 5.1% of the total apparel market.
The organized Indian lingerie market grew from Rs 7.8 bn in 2003, to Rs 16.45 bn in 2008.
(According to Concept Analytics, a market research firm based in new Delhi, India,) While the
market of intimate wear posted a compounded annual growth rate of 17% during 2009-13, the
Rs 650-crore super premium category grew 26% and the Rs 1,800-crore premium segment by
22%. The Rs 4,700 crore medium category, retailing at an average Rs 250 a piece, grew at a
much slower pace of 17%. (Consultancy firm: Wazir Advisors)
2/3 of the lingerie market in India is still unorganized. It consists of the local unbranded
regional players. The remaining market is supplied by the big names like Amante, Jockey,
Hanes etc.
TRENDS OBSERVED IN THE MARKET:
 There is a shift in the buying patterns of the masses in the matters of lingerie. There is a
jump of buying patterns from mass and economic segment to premium and super
premium brand. There is neither a dip nor an increase in the sale in mid-market. But the
premium and super premium segment sale has increased. Hence the dip is taken by the
lower segment.

4.  The standard of living of the people has increased through the years, and will keep
increasing as the country is in the developing phase. Hence the shift in buying patterns
will shift towards the premium and super premium segment in the years to come.
 The taboo of shying away from buying a lingerie set is slowly disappearing in the country.
Men are also becoming more and more aware about such product and are beingopen
about them.
 Comfort, style, fashion, chic have become a part of the lingerie business along with
apparel also.
 Women are also opening up to the different styles of products and are willing to use
them.
And above everything; this is just the start of it, the entire market have started to boost up in
last 4-5 years; and so this is best time to invest in this market in India.
SWOT ANALYSIS:
Strengths:
 The industry is at its Nascent Growth Stage.
 People are becoming more and more aware.
 There still exists a 2/3 unorganized market.
 Existence of less number of giant competitors.
Weakness:
 Buying power of masses is comparatively low.
 Women are ignorant of style of innerwear that suits and fits them.
 Lack of open mindedness in people.
 The masses are not very open to seeing lingerie advertisements; and so marketing of the
product might get a little difficult.
Opportunities:
 The trend of Franchising is starting in the lingerie market.
 PM’s latest ‘Make in India’ has opened the gates of investments.
 Market is shifting from unorganized to organized quite rapidly.
Threats:
 Many leading global players are recognizing the growth potential of the market in India
and are entering the Indian market in a big way.
 Local competitors like Enamore, Lovable, etc. which already have a hold on the organized
market are try to capture it more by providing better products and are increasing their
investments.

5. VICTORIA’S SECRET PRODUCT WISE TARGETTING:
PINK:
Pink is the lingerie line of VS that was launched in 2002. It
mainly targets the girls aging 18-25 yrs. Its basic motto was to
introduce more and more young girls to VS’s lingerie. Pink
sells underwear, sleepwear, loungewear, beauty products, and
accessories.
DREAM ANGEL:
Dream Angel is the actual range of VS since it started. It is very
classy, chic and every-day wear niche products. It targets
working class women of age 25-40 yrs. This range sells
lingerie, sleepwear, loungewear and accessories.
VERY SEXY:
Very Sexy, as the name suggests is a bold and chic range that targets ladies who are looking for
bold fashion and comfort. It targets women in the range of 21-35 yrs. This range sells lingerie,
sleepwear and accessories.
BRIDAL BOUTIQUE:
It has the skillfully designed special honeymoon wear for women. It targets the women who
are about to get married. It keeps in mind the comfort as well as the special factor of the
required product. This range includes lingerie, sleepwear, loungewear, maxis, short dresses,
perfumes, accessories etc.
In India, however the market is completely different than the US market. The buying power,
choices, openness etc all needs to be taken account before doing business in this market.
GEOGRAPHIC SEGMENTATION:
In India, the best markets for VS to sell their products are the metropolitan cities like Mumbai,
Delhi, Bangalore and Chennai. The state of Goa is also a very lucrative market for VS, as it is
best state to sell classy swim wears due to its geographical placement. The buying power of
women in these cities is higher. The women are more independent, confident and are the kind
of target audience that VS targets. The open-mindedness for buying and choosing perfect pair
of lingerie and innerwear of products has already been established in these cities.
The segment that VS can further expand to will be the tier 2 cities like Bhopal, Jaipur, Lucknow,
Chandigarh, Lucknow, Surat, Rajkot etc.

6. POSITIONING:
Victoria’s Secret will be competing in the super premium segment in India. It will be by far the
most luxurious and most famous brand in the lingerie segment that will enter India. It will have
to compete against Enamor, Amante, Beyouty, Hanes, M&S. Jockey has established itself as the
mainstream standard lingerie brand in the premium category and attracted many customers
from the medium and low category to the premium category. With the entry of Victoria’s
Secret in Indian market it has a very high chance and potential to make change in the
mainstream lingerie market in India. It can shift the customers form Medium and premium
category to super premium category by adopting different ways and means.
MARKET ENTRY STRATEGY:
All most all the women in the world know of or at least have heard of Victoria’s Secret, and
every woman in the wants to be a Victoria’s Secret woman. But as far as India is concerned
there are many places in the country where women are not very open about buying lingerie
product from a mainstream shop or in open. It is still considered as taboo to talk about it in
public. In such a scenario, the entry of VS in India can only happen through targeting the
mainstream market of the metropolitan cities that are open about this subject.
Victoria’s Secret can try entering into the country via many different options like franchising,
partnership, distributorship, launching a standalone store, introducing the products through
the retail outlets etc.
The countries that VS has entered in the past few years, they have directly gone in for the kill
by opening a standalone store or signing a partnership with the local startups. For India too, VS
should start up a standalone store in the most luxurious mall or in the prime location of
Mumbai or Delhi. Palladium Mall in Mumbai provides VS with exactly what it requires; its
target audience. The people coming to this mall are the cream crowd of the city. The mall
houses all the biggest international brand in the world like Gucci, Burberry, Diesel, Givenchy,
Swarovski, Zara, Bobbi Brown, Bottega Veneta, Chanel, Davidoff, Canali, DKNY, Emporio
Armani etc. The people that come to shop here are the ones that can afford to buy VS. And
since the brand value is so high selling its products won’t be a problem for VS.
Before its entry VS will have to announceits entry in a big way to gather attention. They should
consider the Indian market and start marketing their fashion shows in the Indian continent as
the people do not follow the VS fashion show as keenly as they follow in the other continents.
STAR ATTRACTIONS:
India thrives on bollywood for entertainment. VS can use this by linking some very well known
bollywoodstars in the world, like Priyanka Chopra or Shahrukh Khan to their fashion shows in a
way or the other. They can do this either by inviting them to their fashion show or giving them
an appearance in the show. In this way a lot of Indian crowd will definitely watch the fashion
show. It can also tie up with one of the local TV channels for live cast pr screening the VS

7. fashion show for the Indian crowd like many other countries. This will indeed help VS for
gaining a lot of attention from many Indian potential buyers.
INCLUSION OF MODELS IN THE ANGEL AND PINK LINE WITH INDIAN ORIGIN:
In the recent years VS is including more models from Asian origin for the fashion shows and
catalogue shoot of the VS angel and Pink lines. This is done with the regards to connect to
more Asian countries’ potential buyers. Since VS recently entered in China it has incorporated
few models in its line with Asian origin. This will increase their brand awareness in these
countries and make it easy for them to entre that market.
Collaboration:
Mast Global, the tech, manufacturing and logistics arm of L Brands that makes Victoria's Secret
lingerie, has launched a startup accelerator programmed. Called Leading Entrepreneurial
Accelerator Program (LEAP), it will engage with Indian startups in areas including mobility, big
data, Omni-channel, supply chain, marketing and security. Mast will partner with Kyron, a
leading accelerator for early-stage technology startups in Bengaluru founded by Lalit Ahuja.
Victoria's Secret has one of its most sophisticated manufacturing units in Nellore in Andhra
Pradesh. It translates lingerie designs from its headquarters in Columbus to seductive pieces of
garments in three hours. (Extracted from the statement given by the spokesperson of Mast
Global.)
PRICING STARTEGY:
The prices of the products manufactured in Bengaluru should be considered to be revised for
the Indianmarket. The other productsshould be priced in context with the competitors in their
segment. Since the Indian lingerie market is still not very developed they should keep
introducing new products in a much planned manner to turn the lingerie market in their own
ways. This can help them to become a market leader quite easily. But the prices should be
standard as the brand name can get down if the prices are lowered keeping in mind the market
standards.
MARKETING STRATEGY:
One of Victoria’s Secret’s strengths is its very successful advertising strategy. VS sells image and
lifestyle via its products in its marketing campaign. Victoria’s Secret spends $66 million each
year on advertising. Thousands of newspaper ads, catalogues, and televised fashion shows
convince women that buying Victoria’s Secret products will boost their confidence and
enhance their appeal. A Victoria’s Secret product represents fun, romance, fantasy, desire and
love all in one. As long as they don Victoria’s Secret lingerie, women can be transformed like
Cinderella from the ties of domestic life to one of the angels seen on the walkway.

8. It should do the magic it does in all the countries that it has entered. As it works the best with
the work they work.
Annual Fashion Show:
The Victoria’s Secret Fashion Show is a centerpiece for the brand’s intricately designed and
elegantly functioning advertising machine. With this event, Victoria’s Secret reaches an
audience of over 1 billion people, including news coverage. Televised annually, the Victoria’s
Secret Fashion Show Extravaganza has an exclusive contract with nationwide broadcasting
station CBS. Victoria’s Secret obtains one hour of nationwide advertising, while CBS holds the
exclusive right to one of the most popular programs on TV. For one full hour, beautiful
supermodels parade about in Victoria’s new-line of beautiful lingerie with chic special effects
and music that heightens the fashion show to the level of a Broadway production. They should
start promoting this event in a big way in India for first few years to draw the target audience’s
attention to it.
Catalogue:
Victoria’s Secret catalogues are more prolific than many news magazines. It is very easy to
obtain one. A person simply has to go to the Victoria’s Secret website, enter a mailing address,
and a few weeks later an excellently designed Victoria’s Secret catalogue is delivered to the
doorstep, free of charge. Over 390 million copies of the Victoria’s Secret catalogue are
distributed in the U.S. alone. The same needs to be started and followed in India by making the
catalogues available for India enthusiasts.

9. Printed Ads in Magazines and Newspapers:
What Victoria’s Secret doesn’t spend on Internet and television ads, fashion shows, or its
catalogue is put into newspaper and magazine ads. Newspaper and magazine ads are effective
for reaching a wide audience. In particular, Victoria’s Secret targets magazines it expects its
consumer base to read, which include Cosmopolitan, In Style, Glamour, and Allure etc. If they
invest in the magazine and newspaper like Bombay Times, Vogue, Femina etc. will help them
attract their target audience in India too.
Social Media
They need to launch an Indian version of their website for easy accessibility. They are active in
social media; their Facebook page is the 2nd most popular retail store on Facebook with 18.5
million fans. It’s the 18th most popular brand on Facebook. Not only does Victoria’s Secret
make use of the website Facebook, they are also popular on Twitter, Pinterest, and YouTube.
(Wakefield, 2012)
Email Marketing
Victoria’s Secret also relies heavily on email marketing. Whenever a new style of bra,
underwear, sweats, is produced, they “email blast” their customers, by sending them multiple
emails a day. They also email blast when a large sale is going on in-store or online.
Mobile Marketing
As far as mobile marketing goes, Victoria’s Secret has an application for Android, IPhone, IPad,
and IPod. On this app, their online selection can be browsed and shopped. Not only is there
an application for Victoria’s Secret, there is also one for their separate PINK line. They also use
texts alerts that are sent directly to a customer’s cell phone. (VSAllAccess)
Promotional Offers
Every year, the day after the fashion show has been broadcasted, Victoria’s Secret holds a
promotional event in store where shoppers can receive a Victoria’s Secret Fashion Show t-shirt
with a $75 purchase. This event always energizes their business the day after the show has
been aired.
Television Commercials
Victoria’s Secret is active in television advertisements as well. Their Super Bowl commercials
are always very popular and sell the idea of Victoria’s Secret, rather than the product. The first
Victoria’s Secret Super Bowl commercial lured more than 1,000,000 people to their website,
which in turn, crashed and was shut down temporarily. (Howard)
Semi Annual Sale
Victoria’s Secret is notorious for their semi-annual sale, which they hold twice a year. At this
sale, bras and underwear are sorted into pink bins by size. The products are thoroughly
reduced, and always draw a large crowd. (Victoria’s Secret website)

10. VS All Access
Victoria’s Secret All Access is a page located on their website. On this page, additional
information such as makeup tips, supermodel biographies, an insider’s look at the Victoria’s
Secret fashion show, and news events are shown. VS All Access gives the consumer a more
personal experience with the brand. (All Access, VS)
Coupons
Victoria’s Secret will often mail out a “free panty” card to their shoppers every month. This is a
no purchase necessary coupon. They also email out “$10 off a bra” cards. These coupons
really get the customers in the door. Even though this is a no purchase necessary coupon,
rarely do consumers leave without purchasing something else. (Smith)
Online Deals
On their website, www.victoriassecret.com, numerous offers will appear. These offers often
include $25 off your purchase, free shipping, etc. Currently the website is offering free
shipping with a $100 purchase offer code. They are also currently hosting a 20% off clearance
items on their website.
CONCLUSION:
Hence according to all the data and analysis, it is pretty clear that Indian Lingerie market is
booming and it’s the best time to invest in the market. Victoria’s secret being a powerful brand
has the capability to become the market leader and turn the market in its own way. It has an
opportunity to capture a huge market and fulfill the unattended market demand. It can
increase its profit tremendously and capture a developing market through which it can make
way to capture other developing markets too and invent a whole new market for itself. The
stakes are high but the chance of getting success is higher.

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(n.d.). Retrieved from • Brands, L. (n.d.). About: victoria’s secret.
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(n.d.). Retrieved from • Wakefield, K. (2012, May 21). Victoria’s secret gets it right on facebook.
(n.d.). Retrieved from • www.Wikipedia.com/Victoriassecret
(n.d.). Retrieved from • www.victoriassecret.com