Professional Documents
Culture Documents
Shahzeb Bokhari Sumayya Shaikh Cristina Sancen Alexandra Gauntier Ya Gao
Shahzeb Bokhari Sumayya Shaikh Cristina Sancen Alexandra Gauntier Ya Gao
Shahzeb Bokhari
Sumayya Shaikh
Cristina Sancen
Alexandra Gauntier
Ya Gao
AGENDA
vSituation
- SWOT ANALYSIS
G1
- INDUSTRY ANALYSIS
- CONSUMER PROFILES
- COMPETITIVE
ENVIRONMENT
- MEDIA RESEARCH
-AUDIENCES
v
vStrategy & Tactics
vCSR
vCrisis Management
vEvaluation
vConclusion
S
SITUATION
W
G1
Strengths Weakness
v
vWearing nice lingerie has a positive feel vA mature sector , crowded and
good factor ( 57 % of women cite this as a competitive , with everyone jostling for
purchase motivation ). So the emotional visibility .
appeal is strong . v
SWOT ANALYSIS
vLess consumers are buying lingerie in the vConsumers may feel overwhelmed by so
under £20 price bracket , and more are much choice , and departmental displays
buying in the £20 - 49 bracket . So there is a and signage are often less than
good opportunity for brands and retailers crystal clear so it can be hard to
to trade up if they can provide clear find the style and size you are
differentiation benefits . looking for .
vConsumers are increasingly confident v
about buying online , and this is a key vWith a few exceptions , there is
channel for lingerie brands and retailers generally a lack of advertising
to reach a wider audience . support .
vLingerie is much influenced by trends in v
women ’ s outerwear – colour and style affect vThere are few real innovations in
what is worn underneath and those companies the sector , and too many gimmicks . More
on top of these trends , who can respond fabric innovation will build in more
quickly , can win sales . differentials and benefits into
garments that can then command higher
prices .
Mintel (2007)
O
SITUATION
T
G1
Opportunities Threats
vVictoria ’ s Secret is expected to open
vThere are more opportunities for cross - in London in 2012 , after securing a
selling , which has been witnessed by location on New Bond Street , while Theo
established brands recently . Paphitis , former owner of La Senza , has
SWOT ANALYSIS
Keynote (2010)
INDUSTRY ANALYSIS
SITUATION
Consumer Profiles
G1
Keynote (2010)
COMPETITIVE ENVIRONMENT
SITUATION
G1
Keynote (2010)
MEDIA RESEARCH
SITUATION
G1
Keynote (2010)
SITUATION
G1
NAME: Emily
AGE : 28
AUDIENCES
OCCUPATION: Young
Professional
AGE : 38
AUDIENCES
OCCUPATION: Mature
Professional
43
AUDIENCES
AGE :
SOCIAL GRADE: A
OCCUPATION:
Professional /
Executive
62
AUDIENCES
AGE :
SOCIAL GRADE: A
OCCUPATION: Retired
Professional
HOBBIES: Wine
Travelling, Holidays
and Walks in the Park.
SITUATION
G1
Elegant , Simple and Classic
Fashion Shows To present the new collection of • Visually attractive / Victoria's Secret Fashion Show
clothing to selected fashion media , Exclusive and extravagant
bloggers and key opinion locations
leaders / formers • Controversial
• Huge budgets / Massive
production
• Media Coverage
• PR event of the year
Digital Media Brand visibility , interaction , Online purchases Blogs
accessibility Interaction Inside La Senza
with models and celebrities
Special offers VSallaccess . com
Connection with strategic
bloggers
Social Networks
Media Visibility To have presence in the media Models and celebrities talk Interviews
•Facebook , Twitter ,
To about the brand experience Model appearances
•YoutubeChannels
generate WOM Media coverage of fashion
•Apps
events
VS app for Ipad
• Fashion Magazines
Celebrities Use the celebrities positive image Celebrities using the brand . • Calvin Klein Eva
to engage the audience . Celebrities Mendes
modelling for the brand
To promote Special collection Natalia Vodiaova
brand identification under a celebrity name • La Senza
To profit from Pussycat Dolls
opinion leaders • Marks & Spencer Helena
Christensen
• Triumph
Irina Shayk
• Victoria ’ s Secret Tyra
Banks
Corporate Social Generate empathy and positive Launching of different M & S green factory
Adriana Limain Sri
Responsibility attitudes towards the brand and the campaigns in favour of Lanka focuses on
industry social or environmental protection Heidiof Klum
the environment .
issues E . g . using recycle paper for
its catalogue
Giselle Bunchen
Use the latest
ecologically certified
materials VS
CELEBRITIES
STRATEGY AND TACTICS
G1
CONCLUSION
G1
CSR
CRISIS MANAGEMENT
Issues Responses
G1
Exploitation of Labor- Spokesperson defending
Lawsuit against Calvin claims
STRATEGY AND TACTICS
Measurement Of PR Activities