Annual Marketing Plan Victoria Secret

In: Business and Management

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Words 4055
Pages 17
Victoria’s Secret Annual Marketing Plan

Table of Content

1. Executive Summary 3 2. Situational Analysis and SWOT 4 2.1 Situational Analysis 4 2.2 SWOT 5 2.3 ANSORFF Product Market Matrix 8 3. Key Issues and New Opportunities 9 3.1 Key Issues 9 3.2 New Opportunities 9 4. Marketing Objectives 9 5. Basic Marketing Strategy 10 5.1 Research 10 5.2 Target Market Identification 10 5.3 Positioning Strategy 11 5.4 Marketing Mix 11 5.4.1 Products 11 5.4.2 Price 12 5.4.3 Place / Dsitribution 12 5.4.4 Promotion 12 6. Co-branding 13 7. Competitive Advantage 13 8. Action Plan 15 9. Controls 17

1. Executive Summary
Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. Victoria's Secret is a globally recognized brand with its stunning models known as Runway Angels, and signature pink colour of choice for everything from logo to store décor. Founded in 1977 in San Francisco, Victoria's Secret has become a leader in the intimate apparel industry where a dazzling assortment of lingerie, beauty products, and loungewear can be purchased. The fashion shows, models, stores, and products are the favourites of men and women alike. Nonetheless, Victoria’s Secret stores could only be found throughout the U.S. until very recently with new introductions in Canada, Kuwait and the United Arab Emirates. Despite the on-going global economic recession, Victoria’s Secret is continuing with its growth strategy.
The next logical step is for Victoria’s Secret to expand in the world’s finest shopping destinations and has chosen to…...

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