Project
and Victoria’s Secret
Team 5 Marketing Plan
Mariah Mostoller, Preston Tagaras,
Quynh Anh Truong, Brittney Urdzik, And
Cory Hoover
For her,
For him
VICTORIA’S
By,
SECRET
Get him the gift he wouldn’t get himself.
SWOT ANALYSIS
Strength
Brand Name/Image, loyal
customers, Facebook
“likes”(18,374,978) and
twitter “followers”
(769,860)
Weakness
Opportunity
Threat
Higher price, Strictly female
market
Increased demand during
holidays
Competing men’s lines
-Macy’s, Express
Victoria’s Secret
(RED) Campaign
(RED) is a campaign designed to help eliminate aids. For our BA 220 course (marketing) our objective is to create a
marketing plan and associate (RED) with Victoria’s Secret. All participants of this survey are customers in Victoria’s
Secret and Belden Village Mall.
1.
If Victoria’s Secret were to have a men’s line would you buy for your friend/significant other?
YES ______
NO ______
1.
What kind of clothing would you buy him? Check all that apply
Polo ______
Tie_______
Dress socks______
Other______
Cologne______

If you checked “other” please write what you would buy or what you would prefer Victoria’s Secret to have
in the “his” section of the store.
1.
Do you think men and women would buy at Victoria’s Secret if they knew it was for a (RED) campaign to
help eliminate aids?
YES______
NO_______
1.
Do you like the idea of a women’s store having a men’s line?
Agree_____
Disagree______
No Answer________
Buying products from VS for
men
80%
60%
40%
20%
0%
YES
Preferred Product
Polo 16%
Tie 28%
Socks 16%
Boxers 52%
Cologne 72%
NO
Buying Products supporting
(Red)
100%
50%
0%
YES
NO
Women’s Store Carrying Men's
Products
60%
40%
20%
0%
Featuring a new product for every major holiday
Christmas
September
2012
March 1st
2013
Sweetest Day
Valentines Day
(RED)
January
2012
September
October
Post picture
of you and
Celebrity
your sweetest
Ads,
Commercials in your red
glamour to
and Email
Facebook.
Justin
Timberlake
-Real Men
wear red
Top 3 couples
with the most
likes wins
tickets to a
red carpet
premier.
November
Featuring
dress clothes
for Christmas
-(Red) ties,
polo, dress
socks
December
January
February
Red Tie Event
hosted by
Justin
Timberlake.
Cost = $50/
plate
Featuring the
all new
Empowe(red)
cologne.
Buy any 2
(red) products
to get your
name entered
into a drawing
Sample of red
cologne
Empowe(red)
Win a dinner
catered by
Emeril for you
and your
valentine!
September: Getting the Word Out
Justin Timberlake
3 Pieces of
marketing plan
Payment of
$1 million
Real Men Wear (Red)
September/October: Boxers for Sweetest Day
x 300,000
Production Cost
Boxers: $12
$3,600,000
…so your Sweetest Day
can become your
sweetest night
$17.99
S
M
L
XL
October: Facebook Promotion
Post a pic of you and your sweetheart in your
best red apparel!
3 couples with the
most “likes” win the
Red Carpet VIP
Package
Package includes:
$150
-Private table for 2
$150
-Admission tickets
$150
-Hotel Room
$450
November/December: Dress to Impress
$29.95
Your man will look his
best for Christmas in
our (RED) formal
wear
x 100,000
x 400,000
x 400,000
$14.99
Tie: $12
Socks: $7
Shirt: $ 12
$8,800,000
$49.98
S
M
L
XL
Production cost
(RED) Tie Affair
Hosted by Justin Timberlake
Building rental
Catering
Service
Furniture
Included: $10,000
The Altman Building, New York City
January/February: Valentine’s Cologne
x 300,000
Help your man feel empowered with our new
men’s cologne: Very Sexy, (RED) Edition!
$34.99
Production Cost
Cologne: $12
$3,600,000
Valentine’s Dinner with Emeril Lagasse
Cater By Emeril: $5,000
Drawing system: $5,000
$10,000
Buy any 2 (RED) products and get entered in the drawing
Win a candlelit dinner catered by
famous chef, Emeril Lagasse!
Push Money
Pink Promotion
For selling a (Red) product
the employee who makes
the sale will receive a 3%
commission from VS
Receive a free bottle of Pink
perfume for purchasing the
featured (Red) product of the
season!
Overall Budget