Victoria’s Secret Company Information
 Brazil: History, Culture, Political and
Economic Environment
 Competition
 Situation Analysis
 Target Market
 Selected Marketing Strategy
 Short and Long Term Projections
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Mission Statement:
› Limited Brands is committed to building a
family of the world's best fashion brands
offering captivating customer experiences
that drive long-term loyalty and deliver
sustained growth for our shareholders
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Victoria's Secret is the leading specialty
retailer of lingerie and beauty products,
dominating its world with modern,
fashion-inspired collections, prestige
fragrances and cosmetics, celebrated
supermodels and world-famous runway
shows.
Culture And Society
Brazil has the largest Catholic population in the
world
 Many Brazilians are descendants of African slaves,
Portuguese settlers, and Indigenous people.
 Brazil in famous for various types of art forms such
as the Samba music
 As of 2005 more than 17.5 million Brazilians had
internet access which equals to 17% of the
population
 One of the highest plastic surgery percentages in
the world
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Political & Economic
Environment
One of the BRIC nations
 Forecasted to be when of the leading
economies in the world by Goldman
Sachs by the year 2050
 Brazil practices Civil law
 Currently, has over 20 political parties
 Democratic parties have been in power
since the early 1980’s
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Competition
Local stores who have ties within the
Brazilian community
 Department stores such Lojas
Americanas and Daslu who offer high
end clothing and a variety of clothing
lines
 Online clothing boutiques which can
target Brazilians who have internet usage
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SWOT
Strengths
Strong Brand Name
 Good reputation among customers
 World famous cover models and spokespersons
who are associated with our brand
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Weaknesses
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First Entry into the Brazilian Market
Unsure of local reaction to an American brand
Opportunities
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Demand for lingerie products in the Brazilian
market
Further expansion into other South American
countries
Create barriers to entry for other firms
Threats
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Local competitors already in the market
Political climate
Current world economic trends
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Women
› Ages 15-50
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Locations
› Sao Paulo
› Rio de Janeiro
Our
selected Marketing Strategy is to enter the
Brazilian economic market with a similar strategy of
that of our American brand, however with our
product line adapted slightly for Brazilian culture and
climate
Market Entry Strategy- Enter Brazil as an American
Company Solely owned By Limited Brands with
Production and Manufacturing done in the area of
our target Market
Extensive Training for our American Managers in the
native Language: Portuguese
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Wide Selection of Lingerie
Beauty Products
Sleepwear
Swim Wear
Clothing and Shoes
Eliminating the Victoria’s Secret PINK brand
Comparable to the American Brand
 Prices will be listed in Brazilian Real's
 1 Brazil real = 0.514403 U.S. dollars
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Sao Paulo
Rio de Janeiro Ipanema Beach
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TV and Radio Advertisement Followed by billboard Advertisements
Public Relations – Well Known Brazilian Models
http://www.youtube.com/watch?v=OiCcMk4JfN0
Mystery Gift Card Promotions
Holiday Promotions
Brazil’s Next Angel Competition: The Face of Victoria’s Secret Beauty
Of Brazil
Future Promotions: Sponsoring Brazil Fashion Week & Carnivals
Short and Long Term
Projections/Goals
Brand Awareness
 Acceptance in the community
 Brand loyalty
 Opening New Store locations
 Expansion throughout South America
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