Victoria's Secret in Saudi Arabia

Victoria's Secret in Saudi Arabia

Final Marketing Plan

Marketing is a crucial part of any new product line buts its more than critical when it comes to marketing Victoria's secret in Saudi Arabia. A well researched, innovative marketing plan is a must when planning a successful product launch. This final marketing plan for Victoria's Secret in Saudi Arabia incorporates all the necessary steps involved in a successful marketing plan and product launch.

PART A

I. Business Profile

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).

a. Type of Business

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, fashion and sexy that the mega-brand is known for.

B. The products/ services sold within the business through all channels;

A man's merit is largely determined by the clothes he wears. So logically, a man's undergarments provide the necessary foundation for his outward appearance. Men's underwear has not always been a fashion statement. Any kind of undergarment that did not bulge, sag, bind or shrink in the wash was deemed adequate.

Victoria's Secret will be the new 'designer' of men's underwear and sleepwear. We have designed a new brief with great design, unusual fabrics, wonderful colors and combinations, and great variety of choice made for underwear becoming a 'fashion' item. Today men can get underwear for sports, casual, romance, figure enhancement, warmth (thermals), humor, and with dual purposes such as the inclusion of pockets from the same store that has made their women's sleep/underwear line the leader ahead of all the others. In addition, like the women's designs, the newest and hottest styles are almost completely seamless.

PART B

II. Customer Profile

Victoria Secret knows that a man's needs are more than the classic long-handles ...