Marketing communications involves how an organization communicates its product or services to the consumer. This plan must incorporate messages that will rise above the rest of the marketplace and help the organization solidify itself with one voice to cover all products, services, and customer interactions. The following marketing communication (MARCOM) plan outline will concentrate upon the lingerie brand of Victoria's Secret.
Situation Analysis
Product Situation - what is the current product mix? How does the current mix meet consumer needs? Victoria's Secret has become the number one American brand by offering a range of products that appeal to a wide range of women (Lutz, 2013). Products are constantly being updated so that loyal consumers are consistently enticed to purchase the newest item. The Pink line is aimed towards a younger demographic and the original line is being restored to a product that will suit women of all ages and sizes at stages of their lives.
Competitive Situation - comparing competitors' products mix and how do the benefits/features meet customer needs. The largest established competitors for Victoria's Secret are GAP, Fruit of The Loom, and Hanes (Hoovers.com, 2014). This set of competitors focuses upon comfort and value and does not offer a wide variety within their product mix. Purchasing their products is more focused upon practicality rather than aesthetics. These companies create a "chore" out purchasing underwear. Up and coming competitors AdoreMe, Intimint, and True & Co. are utilizing a customer friendly approach AdoreMe has no brick and mortar stores, instead they ship directly to the consumer. Intimint asks consumers to fill out surveys and sends them a selection of lingerie based upon their choices. True and Co. sends a number of bras to consumers and allows them to keep the ones they prefer and send the others back (Lutz, 2013). Established clothing companies such as Abercrombie, American Eagle, and Express are creating their own lingerie line.
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Situation Analysis
Product Situation - what is the current product mix? How does the current mix meet consumer needs? Victoria's Secret has become the number one American brand by offering a range of products that appeal to a wide range of women (Lutz, 2013). Products are constantly being updated so that loyal consumers are consistently enticed to purchase the newest item. The Pink line is aimed towards a younger demographic and the original line is being restored to a product that will suit women of all ages and sizes at stages of their lives.
Competitive Situation - comparing competitors' products mix and how do the benefits/features meet customer needs. The largest established competitors for Victoria's Secret are GAP, Fruit of The Loom, and Hanes (Hoovers.com, 2014). This set of competitors focuses upon comfort and value and does not offer a wide variety within their product mix. Purchasing their products is more focused upon practicality rather than aesthetics. These companies create a "chore" out purchasing underwear. Up and coming competitors AdoreMe, Intimint, and True & Co. are utilizing a customer friendly approach AdoreMe has no brick and mortar stores, instead they ship directly to the consumer. Intimint asks consumers to fill out surveys and sends them a selection of lingerie based upon their choices. True and Co. sends a number of bras to consumers and allows them to keep the ones they prefer and send the others back (Lutz, 2013). Established clothing companies such as Abercrombie, American Eagle, and Express are creating their own lingerie line.
Read more
For more paper click here