basics about marketing, as a fashion design student and also an example of a brand is given.

1. MARKETING
COURSE CO-ORDINATOR- PROF. NALIN KUMAR
PRESENTATION BY- PRIYAL THAKKAR
SUBMITTED ON- 24 JUL’15
1

2. INDEX
• Page: 3 About marketing and brand study-Victoria’s Secret
• Page: 4-12 Marketing (literature)
• Page: 13-15 Brand study(Victoria’s Secret)
• Page: 16-26 Product
• Page: 27-29 Price
• Page: 30-33 Promotion
• Page: 34-42 Place
• Page: 43-46 People
• Page: 47-49 Performance
• Page: 50-51 Programs
• Page: 52-55 SWOT analysis
• Page: 56-57 Manufacturing
2

3. ABOUT MARKETING AND BRAND STUDY
• MARKETING, its all about communicating your product
into the environment.
• It is the communication of your ideas and creativity with
consumers with the goal of making them need or want
your product.
• As, I’ve taken Brand- VICTORIA’S SECRET, the 7 p’s of
marketing mix, in brief are covered with respect to my
brand.
3

4. MARKETING
CREATING A
BRAND
VALUE
SELLING
YOUR IDEAS
IN THE
MARKET
ESTABLISHIN
G AND
COMMUNICA
TING YOUR
PRODUCT
SATISFYING
CONSUMER
NEDDS
4

5. 7 P’S THEORY IN MARKETING
5

6. PRODUCT
• Satisfy consumers’ needs and demands.
• Understand consumers’ expectations.
6

7. PRICE
• Value (cost) of the product.
• Certain amount the consumer pays.
7

8. PLACE
• Distributing your product to a certain place.
• Convenience to buy a product.
8

9. PROMOTION
• Communicating benefits with the consumers.
• Gaining attention and appealing consumers.
9

10. PEOPLE
• Thinking in terms of people and market.
• Select right people.
10

11. PROCESS
• Element of system in production.
• Market planning by inputs, outputs and throughputs.
11

12. PHYSICAL EVIDENCE
• Physical environment created by the product.
• Interior servicing of a product in the environment.
12

13. BRAND STUDY- VICTORIA’S SECRET
• 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.
• Victoria's Secret is the largest American retailer of
lingerie.
• Nowadays, it is known for its fashion shows and
catalogues, which feature top fashion models.
13

14. MARKET
• PRODUCTS:- brassieres, panties, hosiery, cosmetics,
sleepwear, swimwear, cosmetics and make-ups.
• TARGET CONSUMERS:- females (age group 18-40) who
have desirable sensual fashion taste.
• Higher middle class and upper class women, sexy,
confident who spends for her intimate comfort and
luxury shopping experience.
14

15. SUB BRAND- PINK
• A lineup of, underwear, sleepwear, loungewear, beauty
products, and accessories.
• Targets young women, college and high school girls. (15-
22 years)
• Brighter and pastel colors, cute and comfortable, trendy
prints.
15

16. PRODUCT
16

17. Bra Swimwear
Cosmetics Body Mist Body products17

18. Push-up Bra LaceStrapless Bra Sports Bra
TYPES
OF
BRA
18

19. One piece Monokini Two piece
TYPES
OF
SWIM
WEAR19

20. Lip balm Lip gloss
Lipstick
Make-up kit Perfume
TYPES OF
COSMETICS
20

21. Bag packs Hoodies
Toys
Sleepwear
Track pants
Mobile
covers
And
bottles
PINK
21

22. SIZES
• Bra:- 30AA to 40DDD
• Panties:- 0 to 16, waist in. 24-34, hip in. 34.5-44.5
• Swimwear:- (xs-xxl)
swim tops- 32AA to 38DD
Swim bottoms- waist in. 24-34, hip in.- 34.5-44.5
• Clothing (and sleepwear)and PINK:- bust in. 32.5 to
42.5, waist in. 24-34, hip in. 34.5-44.5, thigh in. 19.75-
26.75
• Hosiery:- height:- 4’11’’-6’0’’, weight(lbs)88-139
22

23. RETURNS AND WARRENTIES
• One may return online, catalogue or store merchandise to a
Victoria’s Secret Store.
• If for any reason you do not love any items purchased (including
Swim, Sale & Clearance merchandise), they may be exchanged or
returned at any time!
• Within 90 days of purchase, refunds will credit back to the
original payment method
• If you paid with a gift card, you will receive a merchandise credit.
• After 90 days, we’ll issue your refund as a merchandise credit.
• For store purchase, bring original receipt and the item(s) you wish
to return to a Victoria’s Secret Store located in the original
country of purchase.
23

24. SERVICES
• Angel offers-
Angel credit card benefits:
oA $10 reward each time you earn 250 points
oBirthday surprises each year
oTriple points during your anniversary month
oAn automatic upgrade to “Angel VIP,” once you’ve
earned 500 points-PLUS a $10 reward!
24

25. PACKAGING
• The brand focuses on premium packaging of every
product.
• Different tones of pink with eye-catching packaging,
each unique in style and design.
• It is easy to handle, attractive as well as pretty decent
and simple.
25

26. TYPES OF
PACKAGING
26

27. PRICE
27

28. MRP
• Perfume and body mists ranges from $14 to $68.
• Lingerie and other intimate products starts from $20 to
$1000 or more, depending upon what kind of materials
used.
• Clothing by PINK ranges from $10.99 to $59.95.
• Accessories:- $9 to $205.
• Other swimwear, nightwear, cosmetics and beauty
products, dorm are available at certain variable price
range from $14 to $300.
28

29. SALE
• Victoria’s Secret held seasonal and end of season sales
which has 20 to 70% discounts.
• Shopping cards, that are called angel cards also provides
schemes during anniversaries and birthdays.
29

30. PROMOTION
30

31. ADVERTISING
• Its all about the show, as the brand says, every year the
best collection of bras, lingerie, swim wear, PINK,
accessories and other products go through the runway,
the best fashion shows in the world.
31

32. • Many top super models
promote the brand and
great singers like Bob Dylan,
Fall Out Boy, Rihanna,
Taylor Swift, Bieber, etc.
perform live wire in every
show.
32

33. • Many more
promotions
thorough
coupons and
catalog,
magazines,
advertisements
through social
media have made
this brand too
famous among
teenage girls to
certain women.
33

34. PLACE
34

35. STORES
• Throughout the 1980s
Victoria's Secret took
over the market using
"faux-British veneer,
romantic styling and soft
classical music.“
• In 2002 the average
Victoria's Secret store
was 6,000 square feet.
35

36. • As per some sources, during the 1990s store sizes grew
from the average 1,400 square feet to between 4,000
and 5,000 square feet. By 1989, 50 stores had been
updated to reflect "an English feel".
36

37. • These are few stores of Victoria’s
secret PINK, sells underwear,
sleepwear, loungewear, beauty
products, and accessories, with
the intent to transition buyers
into more adult product lines,
such as Angels, Very Sexy, and
Body by Victoria. 37

38. 38

39. COMPANY’S EXPANSION
• Up until the early 2000 management at Victoria's Secret
actively decided to not expand outside the United
States.
• The company opened 23 stores stores in Canada.
• In November 2005, the company opened its first
boutique in the UK at Heathrow Airport, Terminal 5 with
the help of World Duty Free.
• Victoria's Secret opened their first store located at the
Westfield Shopping Centre, Stratford, London.
39

40. INTERNATIONAL FRANCHISES
• In 2010 Victoria Secret's expanded with franchises
internationally.
• The first franchise store in Latin America opened in Isla
Margarita, Venezuela.
• More than 50 countries around the world have
Victoria’s Secret stores and franchises.
• "Then Victoria's Secret had 145 stores - and now we
have 1,000 stores," Jerry Stritzke, chief operating officer
of Victoria's Secret.
40

41. E-COMMERCE
• In 1995 Victoria's Secret
began building its e-
commerce website which
the company launched
after three years of
development
• Twenty minutes later the
first order was placed on
the website.
41

42. • The brand has its online
shopping site where people
from more than 150 countries
can buy products.
• www.victoriassecret.com
42

43. PEOPLE
43

44. PUBLIC ATTRACTIONS
• The company has a calculated strategy for
captivating the girls and women in America, said
Danielle McCoy, vice president of equity research
at Wunderlich Securities.
• The Victoria's Secret catalogue showcases the
latest fashion, including: sportswear, dresses,
swimsuits, handbags, hosiery, perfumes and of
course, the finest lingerie.
• This highly responsive audience of sophisticated
consumers, ages 25-45, make excellent prospects
for other catalogue offers, gourmet foods,
fundraising appeals, home and family services,
and a wealth of others With an average income of
$50,000, these savvy consumers have the
discretionary income to shop. 44

45. DEMOGRAPHICS
• Lingerie brand Victoria’s Secret has an amazing thing
going with its annual show, which drums up press
coverage first with its taping.
• Executives at L Brands, Victoria’s Secret’s parent company,
refer to it as essentially an hour-long commercial for its
biggest business, with plenty of advertising building up to
the event and tied to it afterward. (Though with Taylor
Swift and Fall Out Boy among performers this year, and
Bieber, Rihanna, and Kanye in years past, it’s more
entertaining than the average ad spot. (2014 reports)
45

46. “If you’re selling
on emotion versus
on price, that
drives margin —
financial margin,
merchandise
margin, operating
margin,”
Burgdoerfer said.
46

47. PERFORMANCE
47

48. CASE STUDY (reports from buzzfeed about annual sales)
• $2.72 billion: L Brands’ spending on store openings, marketing,
and other general and administrative expenses last year. That
makes the estimated $10 million to $15 million to put on the
Victoria’s Secret Fashion Show look remarkably small.
• $1,000: That’s how much people are trying to hawk tickets to the
show for on Craigslist.
• $2.72 billion: L Brands’ spending on store openings, marketing,
and other general and administrative expenses last year. That
makes the estimated $10 million to $15 million to put on the
Victoria’s Secret Fashion Show look remarkably small.
• $1.6 billion: The amount of sales that came from the website and
catalogues. (About one-fourth.)
48

49. • $10 million: The value of the “Royal Fantasy Bra and
Belt” that Candice Swanepoel will model in the show. It
has more than 4,200 precious gems, including rubies,
diamonds, and yellow sapphires.
49

50. PROGRAMES
50

51. ENVIORNMENTAL RECORD
• After two years of pressure from environmentalist groups,
Victoria's Secret's parent firm and a conservation group
reached an agreement to make the lingerie retailer's
catalogue more environmentally friendly in 2006.
• The catalogue would no longer be made of pulp supplied
from any woodland caribou habitat range in Canada, unless
it has been certified by the Forest Stewardship Council.
• The catalogues will also be made of 10 percent recycled
paper.
• The company has bought organic and fair trade-grown
cotton to make some of its panties. (this info. is according
to the survey given on a specific website)
51

52. SWOT ANALYSIS
Strengths:
• Brand value: Victoria’s (VS) Secret has been described in
one Business Insider article as, “the most popular apparel
brand in the world”(Lutz, 2013).
• Push toward global expansion: VS announced that they are
hosting their next fashion show abroad for the first time in
history. Marketing through Social Media: While VS spends a
lot on marketing, they increase their return on investment
(ROI) by using such platforms as Facebook, Twitter, and
Pinterest, to redirect traffic to their main website – one
strategy to encourage online consumer behaviour.
• Currently, VS ranks as the second most popular retail brand
on Facebook, having over 24 million fans to date (Facebook
Inc., 2014) 52

53. Weakness:
• Promotional consistency across channels – their semi-
annual sale dates are not the same in store, catalogue,
and online. As well, the same sale products can be sold at
different prices across channels, resulting customers
feeling dissatisfied with their chosen method of
consumption.
• Corporate Social Responsibility Initiatives – VS has some
work to do. In 2012, their major producers of fair-trade
cotton have been discovered to be using child labour and
forced labour (Simpson, Ekow & Bliss, 2012).
• Product Quality – VS has been sued for consumer fraud,
when they had terminated a contract with their hosiery
supplier, Zephyr. They continued to sell a lower-quality
version of the same product, using the same packaging.
53

54. Opportunities:
• Plus-sized Market – Extend their product line of intimate
apparel, as well as focus marketing efforts to promote
their products to the plus-sized market.
• Corporate Social Responsibility Initiatives – It would be
nice to see a strong brand like VS participate in a
corporate social initiative.
• Differentiate their brand voices – PINK and VS are
different brands and should be using a different voice on
their social media platforms, in addition to their email
promotions.
• 3D body scanners in store – having this technology in
store may entice customers to receive their size
information and become more comfortable crossing over
to buying apparel.
54

55. Threats:
• Exchange rate risk – When dealing with international
business, VS may run into extraneous costs in their
global efforts that were not anticipated due to exchange
rate fluctuations between different currencies that
make temporary changes to the cost of distribution.
• Competitors – Victoria’s Secret is faced with
competition, since other options become more readily
available to customers. Their international stores are
also faced with domestic brands.
• Privacy & Security – data shared among many 3rd party
affiliates increases the risk of being leaked.
55

56. MANUFACTURING
• In 2006 it was reported that Victoria's Secret paid workers $7
per day to make bras for them in Thai factories.
• Despite rising production costs and worldwide competition
from countries like China and Vietnam, it plans to source even
more from Sri Lanka over the coming years.
• Sri Lankan factories also supply 15m bras, 10m sleepwear items
and 2.5m swimsuits per year for Victoria's Secret Stores,
catalogues and online sales and for sub-brands like Victoria's
Secret Beauty, Pink, Intimissimi and Sexy Sport.
• And Victoria's Secret's biggest bra manufacturing factory in the
world is located on the Indian Ocean island.
56

57. • In fact, total Sri Lankan production for the US speciality
retailer is now around US$500m, up from US$300m just
two years ago.
• Most of this growth is to do with Victoria's Secret moving
more business into the island over the last two years. "Sri
Lanka has been a great partner. You could say we have
almost grown up together, really. We pioneered the
lingerie business in Sri Lanka together," says Sharen Jester
Turney, president and CEO of Victoria's Secret Megabrand.
57

58. 58