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Written Assignment 1
Marketing Management (BUS 5112)
University of the People
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Marketing managementPreview text
Writing Unit 1 : Pick a product or brand of your choice that is sold in your geographical location. From an examination of any marketing medium (such as advertising, packaging, or website) and reflecting on the 4P’s of marketing, construct a value proposition for the product or brand. Conduct substantial research on the product or brand in order to get a good understanding of how the brand has evolved and where it is heading.
Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format. Conduct substantial research on the product or brand in order to get a good understanding of how the brand has evolved and where it is heading.
‘The Fall of ‘Victoria’s Secret’
Harleen Kaur Business School, University of the People BUS5112: Marketing Management Dr. Lynne Corte Sep.
The Fall of ‘Victoria’s Secret’ Brand Background: Inspired by an uncomfortable trip to a department store to buy underwear for his wife, Roy Raymond set out to create a place in 1977, where men would feel comfortable shopping for lingerie. Since the late 1990s, Victoria's Secret has been one of the best-known and most talked-about brands in the country. The Victoria Secret's brand is organized into three divisions: Victoria's Secret Stores (physical locations), Victoria's Secret Direct (online and catalog operations), and Victoria's Secret Beauty (bath and cosmetics). Targeted Market: Women between the age of 13-34. Advertising Strategy: The real secret to Victoria’s Secret’s success is a smart marketing
strategy that focuses on conversions.
1. Email Marketing Campaigns: VS maximum ROI (Return of Investment) through their email subscribers, that’s why they’re sure to keep their email subscribers in the loop by sending sneak peeks at new collections and early access to limited time offers. Subscribers also receive exclusive coupon codes that aren’t advertised anywhere else, making it all the more enticing to sign up for their email list. By offering these incentives, customers are more likely to register, and the company thus makes more sales. 2. Social Media: Victoria’s Secret is ubiquitous on the social media channels; Twitter, Instagram, YouTube and Facebook pages generate a lot of attention and furthers the brand reach for Victoria’s Secret. Instead of posting boring promotional content, Victoria’s Secret uses the appeal of their Angels and visual aesthetics to create compelling and informative content.
3. Victoria’s Secret Coupons: VS is expensive, and that's why the company regularly mails coupons to their customers. Not only does it draw people into the store, but it creates a guaranteed shopping cycle. 4. Mobile Marketing: Victoria’s Secret has mobile apps for Android, iPad, iPhone, and the iPod. Digitally enabled catalogs and interactive quizzes for mobile users to participate in are especially effective in converting leads into paying customers. Furthermore, there is a mobile chat feature that allows Pink Nation members to socialize with one another or have exclusive access to the fashion show. 5. Freebies and Semi-Annual Sale: One of the most effective ways VS generates some extra excitement about shopping with them is by offering freebies with a purchase. This advertising tactic is beneficial since it convinces the customer they are getting more value out of their purchase. Also, twice a year, VS hosts a massive clearance on their out-of- season merchandise. Market Strategy: VS used marketing mix strategy to enhance the global branding. 1. Product: VS product lines include inner wear line, active wear, swimwear, women’s wear, accessories and beauty products. PINK is their collection that targets the younger lot i. female teen customers who are attracted to vibrant colors. Victoria’s Secret also include sportswear and sleepwear in their product line. The Victoria’s Secret Designer Collection is the company’s first high-end product line. Disadvantage(s): The brand doesn’t cater to plus sized women and it has also been criticized for heavy usage of Photoshop to make its models look even thinner than they already are.
References Abha, B (2020, Feb 20). 5 factors that led to Victoria’s Secret fall. Retrieved from washingtonpost/business/2020/02/20/5-factors-that-led-victorias- secrets-fall/ Alvomedia (n). Digital Marketing Services. Retrieved from alvomedia/5-digital- marketing-lessons-victorias-secret/ Alyssa, M (2020, August 12). Victoria’s Secret Advertising Strategies. Retrieved from qualitylogoproducts/blog/4-victorias-secret-marketing-tricks/ Elizabeth, S. (2019, July 30). Victoria’s Secret is spiraling down the drain. Here are 3 reasons why. Retrieved from fastcompany/90383461/victorias-secret-is-in- decline-here-are-3-reasons-why Hitesh, B (2019, January 14). Marketing Mix of Victoria’s Secret. Retrieved from marketing91/marketing-mix-of-victorias-secret/ Mary, H. (2020, May 21). The Rise and fall of Victoria’s Secret, America’s biggest lingerie retailer. Retrieved from businessinsider/victorias-secret-rise-and-fall- history-2019- Marketing, C (2016, November 21). Victoria’s Secret Marketing Mix. Retrieved from marketingsmalltalk.blogspot/2016/11/victorias-secret-marketing-mix_0.html MBA Skool Team (2020, April 19). Victoria’s Secret Marketing Mix (4Ps) Strategy. Retrieved from mbaskool/marketing-mix/products/17799-victorias-secret.html n. 2015. Principles of marketing. University of Minnesota Libraries. Retrieved from open.lib.umn/principlesmarketing/front-matter/publisher-information/
The Associated Press. (2020, Feb 20). Victoria’s Secret sold amid falling sales. Retrieved from wyff4/article/victorias-secret-sold-amid-falling-sales/
Written Assignment 1
Course: Marketing Management (BUS 5112)
University: University of the People
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