Project and Victoria’s Secret

Team 5 Marketing PlanMariah Mostoller, Preston Tagaras, Quynh

Anh Truong, Brittney Urdzik, And Cory Hoover

For her, For him

By, VICTORIA’S SECRET

Get him the gift he wouldn’t get himself.

StrengthBrand Name/Image, loyal

customers, Facebook

“likes”(18,374,978) and

twitter “followers”

(769,860)

WeaknessHigher price, Strictly female

market

OpportunityIncreased demand during

holidays

ThreatCompeting men’s lines

-Macy’s, Express

SWOT ANALYSIS

Victoria’s Secret (RED) Campaign

(RED) is a campaign designed to help eliminate aids. For our BA 220 course (marketing) our objective is to create a marketing plan and associate (RED) with Victoria’s Secret. All participants of this survey are customers in Victoria’s

Secret and Belden Village Mall.

 

1. If Victoria’s Secret were to have a men’s line would you buy for your friend/significant other?

YES ______

NO ______

2. What kind of clothing would you buy him? Check all that apply

Polo ______ Tie_______ Other______

Dress socks______ Cologne______

If you checked “other” please write what you would buy or what you would prefer Victoria’s Secret to have in the “his” section of the store.

 

 1. Do you think men and women would buy at Victoria’s Secret if they knew it was for a (RED) campaign to

help eliminate aids?

YES______

NO_______

 

2. Do you like the idea of a women’s store having a men’s line? 

Agree_____ Disagree______ No Answer________

 

Preferred Product

PoloTieSocksBoxersCologne

16%28%

16%

52%72%

YES NO0%

20%

40%

60%

80%

Buying products from VS for men

YES NO0%

20%40%60%80%

100%

Buying Products supporting (Red)

Agree Disagree Undecided0%

10%20%30%40%50%

Women’s Store Carrying Men's Products

September2012

March 1st

2013

January 2012

(RED)

Featuring a new product for every major holiday

Sweetest Day

Christmas

Valentines Day

September October November December January February

Celebrity Ads, Commercials and Email

Justin Timberlake

-Real Men wear red

Post picture of you and your sweetest in your red glamour to Facebook.

Top 3 couples with the most likes wins tickets to a red carpet premier.

Featuring dress clothes for Christmas

-(Red) ties, polo, dress socks

Red Tie Event hosted by Justin Timberlake. Cost = $50/ plate

Sample of red cologne Empowe(red)

Featuring the all new Empowe(red) cologne.

Buy any 2 (red) products to get your name entered into a drawing Win a dinner catered by Emeril for you and your valentine!

September: Getting the Word Out

Real Men Wear (Red)

Justin Timberlake

3 Pieces of marketing plan

Payment of $1 million

September/October: Boxers for Sweetest Day

…so your Sweetest Day can become your

sweetest night$17.99

(Red)

Production CostBoxers: $12 x 300,000

$3,600,000

SMLXL

October: Facebook Promotion

3 couples with the most “likes” win the

Red Carpet VIP Package

Package includes:

-Private table for 2

-Admission tickets

-Hotel Room

Post a pic of you and your sweetheart in your best red apparel!

$150

$150

$150

$450

November/December: Dress to Impress

(RED)

Your man will look his best for Christmas in

our (RED) formal wear

$29.95

$14.99

$49.98

Production cost

Tie: $12 Socks: $7Shirt: $ 12

x 100,000 x 400,000 x 400,000

$8,800,000

S M LXL

(RED) Tie AffairHosted by Justin Timberlake

Building rentalCateringServiceFurniture

Included: $10,000

The Altman Building, New York City

January/February: Valentine’s Cologne

Help your man feel empowered with our new men’s cologne: Very Sexy, (RED) Edition!

Production CostCologne: $12 x 300,000

$3,600,000

$34.99

Valentine’s Dinner with Emeril Lagasse

Buy any 2 (RED) products and get entered in the drawing

Win a candlelit dinner catered by famous chef, Emeril Lagasse!

Cater By Emeril: $5,000Drawing system: $5,000

$10,000

Push Money Pink Promotion

Receive a free bottle of Pink perfume for purchasing the featured (Red) product of the season!

For selling a (Red) product the employee who makes the sale will receive a 3% commission from VS

Overall Budget