Victoria's Secret

Victoria’s Secret goal is to increase its profits by 10% and also to maintain and gain customers’ loyalty and their satisfaction. Company’s main goal is to maintain existing customers and gain new ones. Victoria’s Secret is very profitable and well-known brand all over the world and especially in US. Therefore, by launching this new line, Victoria’s Secret does not necessarily aims for enormous increase in profitability but increase in customer-company relationships.

A general increase of revenue each month will prove that the business’s new strategies are working effectively.

Marketing of FMCGs plays a pivotal role in the growth and development of a country irrespective of the size and population. It is a fact that the development of FMCG marketing has always kept pace with the economic growth of India. Despite the growing importance of the Indian FMCG industry, the topic of how the different FMCG products builds brand loyalty among customers due to effect of brand positioning appears to be under-researched. The end results of this research also lead to a deeper understanding of a FMCG brand loyalty concept as well as some implications for practitioners working in the FMCG

Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews,

The company deals in lingerie as well as women's wear and also sells beauty products. This it does through various methods and these include catalogs, the company’s website and through physical stores. This model is replicated in its various areas of operation across the globe. However, in order to understand how the company came to be in its present form, it is important to look backwards and chart its progression. Roy Raymond, an alumnus of Stanford School of Business and Tutts University, together with his wife Gray, established Victoria’s Secret in June 1977.

Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.

The minimum target for the response rate was 50, during the time that the survey was open it managed to collect 60 full responses. This means that 120% of the minimum target was achieved. With all responses completing the 55 mandatory questions and 12 responding to the optional final qualitative question, the survey generated 3312 bits of data that could be used to analyse potential customer perceptions.

Victoria’s Secret is a subsidiary company of Limited Brands, Inc. The mission statement of Victoria’s Secret is the same as Limited Brands, and other subsidiaries held by Limited Brands.

Victoria's Secret officially launched in 1977 as a brand originally designed to help men with their shopping experience of women’s intimate products. Schlossberg states that, “The brand began when Roy Raymond wanted to buy his wife sexy lingerie as a gift but didn't want to appear suspicious buying women's underwear”. She continues that he [Raymond] “had the ingenious idea to found a company that would facilitate shopping for underwear. He wanted it to be an exciting, sexy process that would make men feel comfortable, not perverted. Raymond imagined a Victorian boudoir, replete with dark wood, oriental rugs, and silk drapery. He chose the name "Victoria" to evoke the propriety and respectability associated with the Victorian era; outwardly refined, Victoria’s secrets were hidden beneath”. Using their savings and loans from family, Raymond and his wife leased a space in a small

Before being persuaded on making an informed choice as to the research methods most suited for the study, they were reviewed on their effectiveness in reaching the research objectives. As the study endeavoured to assess consumer attitudes, questionnaires seemed less appropriate. A common weakness discovered in using quantitative research was the lack of chance given to individuals to express their view or opinions about questions. Given that the study strived to

Moreover, the company does great deals and promotions, with the idea that the more you shop, the more coupons you get. They also create loyalty with their store credit cards and the exclusive coupons and deals specifically meant for those who have an Angel’s credit card (Rhodes, 2002). It is a major driving factor for customers who are always looking for the deals and discount and don’t wish to pay for the high prices and a way to creating a relationship with customers through the credit card. In addition to being beautiful and sexy, Victoria’s Secret items are quality worth products. Women are shopping for something that will last and performs, if well taken care, and though the prices are steep, Victoria’s Secret products are built with the best material that is meant to last (Farfan, 2015). Victoria’s Secret emphasizes on the technique for selling called personal selling. The sellers promote the product through their attitude, appearance and specialist product knowledge (Robles, S., personal communication, February 25, 2016). It is a promotional method in which the associate uses skills and techniques for building personal relationship with the customer, which results in both parties obtaining value. In order to apply this technique effectively it is necessary for a company to focus on the practical application of sales techniques. The PINK associates are given a 50% discount every quarter to purchase the latest PINK clothing and expect them to wear them in order to

Victoria’s Secret characteristic core competencies let it to product great quality products, at the same time reach customers’ expectations, and reach wide range of customers. Victoria’s Secret knows how to achieve customers’ needs and wants, also know how to respond to customers’ needs and wants. Moreover, Victoria’s Secret outshines at creating a brand, making a name for its company and management. Based on these strengths, they are able to produce quality products and at the same time remain low cost. Overall, Victoria’s Secret is a brand recognized worldwide due to its well-organized management and exceptional marketing skills.

Brand Loyalty is a concept which has both attitudinal and behavioural components. Marketers are very concerned about brand loyalty. It is not simply about repurchasing. It consists of customer’s commitment towards the brand and consumption repeatedly whenever the need arises. In addition to that, customers might also act as advocates for the brand. Hence both the entities form a long lasting relationship. The success of any brand is dependent on its capability to attract customers. It is very critical for a brand to have a loyal set of customers who will stick with the brand always. Loyal customers are more likely to buy a brand than a customer who is not. This helps in generating a stable source of revenue. Sometimes brand loyalists engage in

The company's primary goal in the marketing mix is to make it widely known that it carries these product categories and make it easy for customer to locate and purchase them. An advantage of this strategy is that we can develop a reputation for providing quality products in the marketplace. But, If we just target on promoting the product, we can produce loyalty among our customers because of the high quality of the item.

• Online Research, for the consumers only. The questionnaire will be uploaded in public survey website and available to people for filling up.