Escolar Documentos
Profissional Documentos
Cultura Documentos
Gabi Meyers
Aiesha Marshall
Sarah Emeigh
Dana Goldstein
Soumya Belegundu
EXECUTIVE SUMMARY
Victorias Secrets primary target audience is women 18-24, thus we are looking to
maintain our current stance in the market with our strong customer base. The total
population for this target audience is 2,485,741,880 people. Women ages 18-24 are
within a household income between $60,000-$500,000+, while the majority of those
customers live in a household with an income between $75,000-$150,000. Victorias
Secret shoppers identify themselves as users of various media and are very conscious of
the way they want to be perceived by others. They try to keep up with fashion trends and
look for the approval of their peers. The following is the target audience breakdown:
Women: 51.7%
Ages 18-24: 11.29%
HH income $60,000+: 51.8%
HH income $75,000+: is 41.3%
HH income $100,000+: 27.1%
HH income $250,000+: is 3.76%
Our geographical strategy is to have a pulsing national campaign year round with an
additional emphasis on the months of December, February, and May. We chose our spot
demographics; Philadelphia, New York, Dallas, and Los Angeles based off of a Simmons
search of the top cities with the highest designated marketing areas in the United States
(Appendix 2). These markets make up 16.31% of the US population and 2.2% of
Victorias Secret brand sales. With a 15 million dollar budget (exactly coming to
$14,755,200) and a pulsing campaign we planned accordingly. We are spending
$14,222,000 (96.39%) in national media and $533,300 (3.61%) in spot markets.
With the heaviest emphasis placed on the three peak months of sales mentioned above,
we budgeted $2,691,000 total in February, $2,691,000 total in May and $2,691,000 in
December. Our new creative for these three months is that we continue to create desire
among our target audience. We wish to encourage our consumers to recall if the past
products were satisfactory from Victorias Secret and then relate those products
accordingly to the current needs of the consumers. We plan to connect to the behavioral
intent of our consumers through advertisements that address comfort, quality and
affordability. By succeeding in this, we plan to remain the top in the lingerie market.
Throughout the year the national reach will be 55.0% during the down months of the
pulsing schedule. With the peak months being February, May, and December, the
national reach will be 80.0%. Spot reach during these months will also be 80.0%. We
wish to maximize frequency during this campaign; therefore during the non-pulsing
months we will have a national frequency of 4. During the three pulsing months the
national frequency will be 5, with a spot frequency of 5.5. We will have a heavy media
mix, utilizing television, magazines, and radio. Focusing only on the national area for
television (Net TV Prime, Net TV L Nite, Net Cable, Net Cable E Fringe, and Net Cable
Prime) we will spend 49.2% of our budget. 46.8% of our budget will be spent on Net
Radio (morning, daytime, and evening). Women magazines will take up 4% of our
budget.
SWOT ANALYSIS
Strengths
One of the main strengths for Victorias Secret is that due to a structured and
enforced company philosophy, there has been a steady increase in revenue as well
as continuous innovations.
They are flexible in changing their marketing strategies. The annual Victorias
Secret Fashion Show established since 1995 has unquestionably helped them with
their marketing, subsequently revenue.
There is not much need for them to be fast in adapting to the new trends, since
they are the main trendsetters, exclusively in lingerie.
They also have a very effective computerized system. Within this being the most
powerful revenue holder, their online website.
Weaknesses
Victorias Secrets main issue is that the increased debt has resulted in lower
profits and decline in cash flow. There has been a steady amount of large
suppliers, which makes it even more difficult to ensure consistent quality and time
of delivery.
There is a huge reliance on foreign countries for production. Due to more
developing countries in Asia, there are very few stores located in that entire
continent, resulting in less revenue from a vast region.
Victorias Secret makes clothing for almost all sizes (especially inner wear), the
marketing and advertising of it powerfully targets the slim sized women, that
many women oversee the fact that there are intimates available for even their
body size. Not advertising enough for the real woman can miss out on a lot of
revenue simply due to miscommunication strategies.
Opportunities
Victorias Secret can start a mens line; from beauty products, apparel as well as a
sub-brand, perhaps named blue. Since they already have great brand
recognition, and use the marketing strategy, sex sells, this strategy can be
successfully used on the opposite sex as well.
Even though many developing countries especially in Asia, hold a more
conservative point of view with such products, they can change their marketing
strategies that will please even the conservative crowds; if they can succeed doing
this, it can help establish more stores globally resulting in higher revenue and
brand recognition.
Threats
There is an economic downturn, and the middleman in America may not continue
being able to afford even the semi-affordable products that the company sells.
This may also result in facing higher competition from other brands that sell the
same products for a lower price.
ATTRIBUTES
Style
Sexy
Comfort
Price (high)
Victorias Secret
10
10
7
10
Hanes brand
5
4
10
2
Aerie
8
6
7
7
Gilly Hicks
8
6
7
6
4
TARGET DESCRIPTION
Victorias Secrets primary target audience is women 18-24 and secondary target
audience is women 25-44. The primary target audience is women 18-24 because these
women make the most Victorias Secret purchases according to the higher indexes
justified in Simmons, Victorias Secret Purchases by women in the past 12 months.
The total population for this target audience is 220,172,000 people. We decided to
segment the target audience towards women, because all products sold by Victorias
Secret is for women. Women ages 18-24 have a household income between $60,000$500,000+, while the majority of those customers are living in a household with an
income between $75,000-$150,000. This is shown in the index table Purchasing Choices
in the Last 4 Months by 18-24 Year-Old Females By Household Income.
CREATIVE BRIEF
1.
Why are you advertising?
a. To maintain the current position in the lingerie market
b. Position statement: Victorias Secret offers the most stylish
undergarments for young women.
2.
To whom are you advertising?
a. Sarah: a 20-year-old woman living in an apartment in the city with 2
girlfriends from her major in college. Shes been seeing this guy for
about a year now, and she thinks things might be getting serious. She
describes herself as a fashionista, and likes to look good for the guys,
but also better than the other girls, Rawr! You can find her shopping
downtown, getting her sweat on at the gym or club and bar hopping with
her friends. When she decides to stay in for the night (which isnt often)
shes probably catching up with her favorite shows on Bravo and E!, or
maybe a chick flick with her girls.
b. Rose: a relatively new mother at the age of 32, happily married. Rose and
her husband just moved into their first home, a cape cod in the suburbs.
Between all those diapers and the new mortgage, Rose has been trying to
make thrifty changes to her regular shopping habits as not to fall victim to
debt like much of the rest of America. She always finds herself running
around doing errands, but she doesnt have the body she had 10 years
ago. She is always trying out new diets and she has succumbed to using
the dreaded Spanx and other lifting products. She spends most of her
time at home with the baby, so she favors comfy-cozers clothing for
feeding, burping and napping. She doesnt want her marriage to go to
waste, so she does like to spice things up in the bedroom when her man
comes home from a long day of work.
3.
What is the product connection with the consumer?
a. Sarah uses her Victorias Secret bras and panties to give her a sexy little
secret that she can keep to herself or share with a special someone, if she
so chooses.
b. Rose uses her Victorias Secret bras and panties to stay comfortable with
the baby without being unappealing to her husband.
4.
5.
6.
*From now on the rest of media plan is directed towards our primary target
OSTROW MODEL
Part I: Marketing Factors That Affect Frequency
Established Brand
-.2
High Market Share
-.1
Dominant Brand
-.2
High Brand Loyalty
-.1
Long Purchase Cycle
+.1
Product Used Occasionally
-.1
Need to Beat Competition
+.1
Part II: Copy Factors That Affect Frequency
Simple Copy
-.2
Copy More Unique than Competition
-.2
Continuing Campaign
Product Sell Copy
Single Kind of Message
To avoid wear out: new messages
Larger ad units
-.2
0
-.2
+.2
+.2
New Brand
Low Market Share
Smaller, less known brand
Low Brand Loyalty
Short Purchase Cycle
Product Used Daily
Complex Copy
Copy less unique than
competition
New Copy Campaign
Image type copy
Difficult Kinds of Messages
Older Messages
Small ad units
Higher ad clutter
Non-compatible environment
Attentiveness low
Pulsed or flighted advertising
Many media used
Fewer opportunities
4 estimated Frequency
6
December, February and May our reach was set at 80 and our frequency at 5. Because
these are our peak months throughout the year we wanted to make sure they were given
higher reach and frequency to ensure maximum selling potential. For the other nine
months the reach was set at 55 and the frequency at 4. During these 9 months its not
worth us to advertise as frequently because our product is in lower demand, so we set the
reach and frequency lower so that were not wasting money on ineffective advertising.
With these goals for reach and frequency in our national and spot campaigns we advertise
under budget.
MEDIA BUDGET
With the National budget and advertising objectives in mind, we dispersed our media
budget in the most effective and most cost conscious way. Since we were spending a lot
more in our pulsing months of December, February and May we had more money to
spend in these months.
Television
- Commercials appeal to the consumer through their senses of sight and sound, which
in turn can create a greater emotional reaction, as opposed to audio or sight alone.
- Network Television
So we chose Net TV Primetime and Net TV Late Nite/News to air our
commercials.
We bought 20 GRPs in Net TV Primetime costing $487,200, with the shows The
Big Bang Theory, Survivor, and How I Met Your Mother we can reach our target
audience.
We bought 30 GRPs in Net TV Late Nite/News costing $327,450 for those
college students who are pulling all nighters finishing that last minute assignment
watching shows like The Late Show with David Letterman and The Late Late
Show with Craig Ferguson.
- Cable Television
For our cable TV buys we chose the cable channels E! and MTV because theyre
geared toward the age of our consumer.
We bought 20 GRPs in Cable Primetime costing $321,740 with the shows
Punkd, Jersey Shore, Khloe and Lamar, and Fashion Police.
Lastly for TV we bought 30 GRPs in Net Cable TV Early Fringe costing
$149,850 airing reruns of their primetime shows like Khloe and Lamar and
Pranked that college students love to watch if they missed the new episode.
Magazines
- Magazines are another good medium because they have long shelf life, are colorful,
and consumers purposefully revisit their favorite magazine.
- We bought 20 units in different magazines for $189,880.
- We chose the magazines, Lucky, Glamour, Elle, TeenVogue, Cosmopolitan, and
Allure because they are fashion based and are for young adult women readers.
Radio
- Radio was our last pick because it is cheap and effectively reaches our audience.
We chose to advertise with 140 GRPs in Net Radio Morning Drive costing
$637,140 and 140 GRPs in Net Radio Evening Drive costing $399,980 because
these are the times people of this age are commuting to and from work.
We chose to advertise on Philadelphia, New York, Dallas, and Los Angeles top
40 hits radio stations.
For the nine other months we advertised a lot lighter and only in two media.
Television
- We bought 50 GRPs in Net Cable Daytime costing $99,000 focusing on E! and
MTV for those breaks in between classes with shows like E!News, True Hollywood
story and 16 and Pregnant reruns.
- We also bought 50 GRPS in Net Cable Early Fringe costing $249,750 for the
reasons listed above.
Radio
- For our other media we bought 120 GRPs costing $393,720 in Net Radio Daytime
for those late risers going to their first class in the afternoon, or people at work
listening throughout the day.
SPOT ADVERTISING
Radio
- For our Spot Advertising in February, December and May we chose radio as our
only market.
- We chose to do spot advertising in Philadelphia, New York, Dallas, and Los Angeles
because these four major cities have a high population of women ages 18-24 and
also have a lot of colleges that hold our demographic.
- We bought 20 GRPs in Spot Radio Morning Drive costing $104,520 because this is
when most of these women are driving to work or school and listen to the radio.
- We bought 10 GRPs in Spot Radio Evening Drive costing $73,240 for the same
women that went to work listening to our morning advertisements.
- We chose to advertise on the stations that play top 40 hits in these four cities again
because it reaches our audience the best. In Los Angeles we chose KIIS 102.7 FM,
in Dallas we chose I93.3, for Philadelphia we chose Q102 FM, and for New York we
chose Z100 FM.
- We chose not to spot advertise in the other nine months because they arent our peak
sale months and not worth the extra spending.
For our ad spending and percentage of budget used by each media see graphs below:
10
APPENDIX
(1)
CROSSTAB TITLE : Experian-Simmons-OneView
STUDY NAME : Fall 2008 NHCS Adult Survey 12month
STUDY TYPE : Population
START FIELD DATE : 10/24/2007
END FIELD DATE : 12/05/2008
DATE EXECUTED : 04/23/2012
SELECTED BASE : STUDY UNIVERSE
Total
Total
ATLANTA
BOSTON
CHICAGO
VICTORIA'S
SECRET
Sample
24,801
2,409
Weighted(000)
220,172
19,660
Vertical %
100.0%
100.0%
Horizontal %
100.0%
8.9%
Index
100
100
Total %
100.0%
8.9%
Sample
671
,59
Weighted(000)
4,473
,468
Vertical %
2.0%
2.4%
Horizontal %
100.0%
10.5%
Index
100
,117
Total %
2.0%
.2%
Sample
586
62
Weighted(000)
4,618
456
Vertical %
2.1%
2.3%
Horizontal %
100.0%
9.9%
Index
100
111
Total %
2.1%
0.2%
Sample
1,653
174
Weighted(000)
7,180
690
Vertical %
3.3%
3.5%
Horizontal %
100.0%
9.6%
Index
100
108
Total %
3.3%
0.3%
Sample
559
,43
Weighted(000)
2,806
,257
11
CLEVELAND
DALLAS
DETROIT
HOUSTON
LOS ANGELES
MIAMI
NEW YORK
Vertical %
1.3%
1.3%
Horizontal %
100.0%
9.2%
Index
100
,103
Total %
1.3%
.1%
Sample
808
84
Weighted(000)
4,863
525
Vertical %
2.2%
2.7%
Horizontal %
100.0%
10.8%
Index
100
121
Total %
2.2%
0.2%
Sample
550
,57
Weighted(000)
3,766
,459
Vertical %
1.7%
2.3%
Horizontal %
100.0%
12.2%
Index
100
,136
Total %
1.7%
.2%
Sample
1,251
124
Weighted(000)
4,116
469
Vertical %
1.9%
2.4%
Horizontal %
100.0%
11.4%
Index
100
128
Total %
1.9%
0.2%
Sample
2,369
286
Weighted(000)
13,096
1,453
Vertical %
5.9%
7.4%
Horizontal %
100.0%
11.1%
Index
100
124
Total %
5.9%
0.7%
Sample
1,394
186
Weighted(000)
3,170
496
Vertical %
1.4%
2.5%
Horizontal %
100.0%
15.6%
Index
100
175
Total %
1.4%
0.2%
Sample
2,199
317
Weighted(000)
15,475
2,199
Vertical %
7.0%
11.2%
Horizontal %
100.0%
14.2%
Index
100
159
Total %
7.0%
1.0%
Sample
903
77
12
PHILADELPHIA
SAN ANTONIO
SAN FRANCISCO
WASHINGTON DC
Weighted(000)
5,785
561
Vertical %
2.6%
2.9%
Horizontal %
100.0%
9.7%
Index
100
109
Total %
2.6%
0.3%
Sample
1,094
111
Weighted(000)
1,694
199
Vertical %
0.8%
1.0%
Horizontal %
100.0%
11.7%
Index
100
131
Total %
0.8%
0.1%
Sample
1,145
119
Weighted(000)
5,211
462
Vertical %
2.4%
2.3%
Horizontal %
100.0%
8.9%
Index
100
99
Total %
2.4%
0.2%
Sample
858
,58
Weighted(000)
4,351
,350
Vertical %
2.0%
1.8%
Horizontal %
100.0%
8.0%
Index
100
,90
Total %
2.0%
.2%
(2)
Victoria's Secret Consumers Ages 18-24
HH Income
VICTORIA'S
SECRET
VICTORIA'S
SECRET
VICTORIA'S
SECRET
100.0%
8.9%
8.9%
0.7%
51.8%
6.1%
5.9%
0.5%
41.3%
5.2%
5.0%
0.5%
27.1%
3.5%
3.4%
0.3%
3.8%
0.5%
0.6%
**0.0%
Total
Total
Total %
$60,000 OR MORE
Total %
$75,000 OR MORE
Total %
$100,000 OR MORE
Total %
$250,000 OR MORE
Total %
Victoria's Secret
Consumers Ages 18-24
Gender
13
VICTORIA'S
SECRET
VICTORIA'S
SECRET
VICTORIA'S
SECRET
100.0%
8.9%
8.9%
0.7%
48.3%
0.9%
1.0%
**0.1%
51.7%
8.0%
7.8%
0.6%
VICTORIA'S
SECRET
VICTORIA'S
SECRET
VICTORIA'S
SECRET
100.0%
8.9%
8.9%
0.7%
2.4%
0.4%
0.4%
**0.0%
1.5%
*0.2%
*0.3%
**0.0%
1.6%
*0.3%
*0.2%
**0.0%
1.5%
0.2%
*0.2%
**0.0%
4.3%
0.8%
0.8%
**0.0%
Total
Total
Total %
MALE
Total %
FEMALE
Total %
Total %
18
Total %
19
Total %
20
Total %
21
Total %
22 - 24
Total %
Avg Freq
Goal
GRPS
Est
Goal
Est
$(000)
Goal
Est
Balance
Goal
Est
January
55
55.5
220
220
1000
742.5
257.5
February
80
83.9
5.5
5.1
440
430
2000
2691
-691
March
55
55.5
220
220
1000
742.5
257.5
April
55
55.5
220
220
1000
742.5
257.5
May
80
83.9
5.5
5.1
440
430
2000
2691
-691
June
55
55.5
220
220
1000
742.5
257.5
July
55
55.5
220
220
1000
742.5
257.5
August
55
55.5
220
220
1000
742.5
257.5
September
55
55.5
220
220
1000
742.5
257.5
October
55
55.5
220
220
1000
742.5
257.5
November
55
55.5
220
220
1000
742.5
257.5
December
80
83.9
5.5
5.1
440
430
2000
2691
-691
14
Balance
Total
3300
3270
15000 14755.23
244.77
National Contingency $(000): 0
Spot Contingency $(000): 0
Flowchart
Monthly Details
Goals
15
16
Frequency Distribution
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Gross Rating Points
Reach
Average Frequency
National
F
44.5
16.8
10.3
7
5
3.7
2.8
2.1
1.6
1.3
1
0.8
0.6
0.5
0.4
0.3
0.2
0.2
0.2
0.1
0.5
220
55.5
4
Spot
F
F+
100
55.5
38.7
28.3
21.3
16.3
12.6
9.8
7.7
6
4.8
3.8
3
2.4
1.9
1.6
1.2
1
0.8
0.7
0.5
F+
100
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
100
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Combined
F
44.5
16.8
10.3
7
5
3.7
2.8
2.1
1.6
1.3
1
0.8
0.6
0.5
0.4
0.3
0.2
0.2
0.2
0.1
0.5
220
55.5
4
F+
100
55.5
38.7
28.3
21.3
16.3
12.6
9.8
7.7
6
4.8
3.8
3
2.4
1.9
1.6
1.2
1
0.8
0.7
0.5
Market List
17