Victoria's secret

Résumé du document

Pick a brand and gather all its marketing communications materials. How effectively have they mixed and matched the marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their communication program? Are there examples of image transfer, synergy creation, or other forms of media integration? The brand has mixed and matched the marketing communications very well; the brand has employed multiple communications to achieve its goals. In fact, all advertises relationships, love, and sex appeal, are the three "keys" of the brand1. TV ads target a broad spectrum of consumers and uses sight, sound, and motion2. So it allows Victoria's Secret to demonstrate product attributes and benefits. Website is also a media that attract new consumers, it has to be engaging and a top designer said that it is important for users to feel as if they have just entered a new, cohesive world2. After that, billboards and posters notice and remember simple messages.

Extraits

[...] Victoria's Secret has a sort of good vertatility, in fact, every American people know the brand even if some are not consumers. Victoria's Secret advertisements are good because they are simple, everyone can distinguish the message conveying even if they have not the same communication history and they're not from the same market segment. However, not all the world is aware of Victoria's Secret presence even if a large part of persons know the brand because of their fabulous fashion shows. [...]

[...] Finally, personal selling might be able to secure the loyalty of the consumers by adviser them well. Let us analyze how Victoria's Secret has integrated its Marketing Communication Program with 6 criterions: - Coverage: a large proportion of the audience is reached by each communication option. In fact, the brand target men and women starting at 12 year old for the collection PINK4. We can pay attention to the importance of targeting men: Victoria's Secret sponsored the Super bowl and made some TV ads during breaks so that men want their girlfriend to wore Victoria's Secret lingerie5. [...]

[...] Victoria's Secret Pick a brand and gather all its marketing communications materials. How effectively have they mixed and matched the marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their communication programme? Are there examples of image transfer, synergy creation, or other forms of media integration? Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. The brand is known for its fashion shows and catalogues, which feature top fashion models. [...]

[...] Let us now analyze the strengths and the weaknesses of Medias that Victoria's Secret uses: As we can see in the table, the brand has capitalized on the strengths of different media and compensated for their weaknesses at the same time. Victoria's Secret has an example of synergy creation. In fact, we can observe a certain interest by a lot of people, men and women, in its famous fashion shows. People want to see it not to see especially the lingerie but above all to see the supermodels. [...]

[...] Billboards and posters can also inform about a new product, a new collection or an event. Point of purchase and catalogues let customers know about the range of products that the brand offers. Point-of-purchase advertising and samples can also inform customers about the brand. Special events like fashion shows, sponsorship, or festivals give some information about the brand. Finally, personal selling work to inform people about all concerning the brand - Emphasize the brand: Many medias are here to emphasize the brand TV ads, magazine ads and billboards and posters to remind customers about the brand, website to show all values of the brand, and all products offered. [...]