Final Marketing Plan, Victoria Secrets

Essay by BIGGDOGGUniversity, Bachelor'sA+, November 2005

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Final Marketing Plan

Marketing is a crucial part of any new product line. A well researched, innovative marketing plan is a must when planning a successful product launch. This final marketing plan for Victoria's Secret Lil' Devil's line of men's-wear incorporates all the necessary steps involved in a successful marketing plan and product launch.

Organizational Overview

Victoria's Secret is the leading specialty retailer of lingerie, operating more than 1,000 stores across the United States. Part of the larger organization Limited Brands, which is based out of Columbus Ohio, has built a superior form of brand recognition. Victoria's Secret has helped, perhaps more than any other brand, attract attention to the lingerie industry (White, 2004, p.1). The brand Victoria's Secret virtually monopolizes the lingerie business in malls all across the United States.

Roy Raymond established Victoria's Secret in San Francisco during the early 1970's. The concept was to establish a cozy, inviting atmosphere similar to that of a Victorian boudoir (White, 2004, p.1).

Roy's Victoria's Secret, consisting of three stores and a catalog business, was acquired by Limited Brands, among some controversy, in 1982. Many incorrectly believe that Victoria's Secret was of British heritage, an image which some say was perpetuated by its parent company (White, p.1).

Currently, Victoria's Secret offers a large assortment of products that are not only lingerie based. In the store part of the organization, there are also beauty and fragrance products that include cosmetics and skin care. In the Victoria's Secret catalog and Web, the assortment varies even further with lingerie, fragrance and beauty, swimwear, apparel and shoes. Within the Victoria's Secret brand, there are sub-brands or collections. These sub-brands have also built recognition. The sub-brands are Pink, Very Sexy, Body by Victoria and Angels. These sub-brands have their own identity but offer and deliver quality,