Victoria Secret: Brazil
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Transcript Victoria Secret: Brazil
Victoria’s Secret Company Information
Brazil: History, Culture, Political and
Economic Environment
Competition
Situation Analysis
Target Market
Selected Marketing Strategy
Short and Long Term Projections
Mission Statement:
› Limited Brands is committed to building a
family of the world's best fashion brands
offering captivating customer experiences
that drive long-term loyalty and deliver
sustained growth for our shareholders
Victoria's Secret is the leading specialty
retailer of lingerie and beauty products,
dominating its world with modern,
fashion-inspired collections, prestige
fragrances and cosmetics, celebrated
supermodels and world-famous runway
shows.
Culture And Society
Brazil has the largest Catholic population in the
world
Many Brazilians are descendants of African slaves,
Portuguese settlers, and Indigenous people.
Brazil in famous for various types of art forms such
as the Samba music
As of 2005 more than 17.5 million Brazilians had
internet access which equals to 17% of the
population
One of the highest plastic surgery percentages in
the world
Political & Economic
Environment
One of the BRIC nations
Forecasted to be when of the leading
economies in the world by Goldman
Sachs by the year 2050
Brazil practices Civil law
Currently, has over 20 political parties
Democratic parties have been in power
since the early 1980’s
Competition
Local stores who have ties within the
Brazilian community
Department stores such Lojas
Americanas and Daslu who offer high
end clothing and a variety of clothing
lines
Online clothing boutiques which can
target Brazilians who have internet usage
SWOT
Strengths
Strong Brand Name
Good reputation among customers
World famous cover models and spokespersons
who are associated with our brand
Weaknesses
First Entry into the Brazilian Market
Unsure of local reaction to an American brand
Opportunities
Demand for lingerie products in the Brazilian
market
Further expansion into other South American
countries
Create barriers to entry for other firms
Threats
Local competitors already in the market
Political climate
Current world economic trends
Women
› Ages 15-50
Locations
› Sao Paulo
› Rio de Janeiro
Our
selected Marketing Strategy is to enter the
Brazilian economic market with a similar strategy of
that of our American brand, however with our
product line adapted slightly for Brazilian culture and
climate
Market Entry Strategy- Enter Brazil as an American
Company Solely owned By Limited Brands with
Production and Manufacturing done in the area of
our target Market
Extensive Training for our American Managers in the
native Language: Portuguese
Wide Selection of Lingerie
Beauty Products
Sleepwear
Swim Wear
Clothing and Shoes
Eliminating the Victoria’s Secret PINK brand
Comparable to the American Brand
Prices will be listed in Brazilian Real's
1 Brazil real = 0.514403 U.S. dollars
Sao Paulo
Rio de Janeiro Ipanema Beach
TV and Radio Advertisement Followed by billboard Advertisements
Public Relations – Well Known Brazilian Models
http://www.youtube.com/watch?v=OiCcMk4JfN0
Mystery Gift Card Promotions
Holiday Promotions
Brazil’s Next Angel Competition: The Face of Victoria’s Secret Beauty
Of Brazil
Future Promotions: Sponsoring Brazil Fashion Week & Carnivals
Short and Long Term
Projections/Goals
Brand Awareness
Acceptance in the community
Brand loyalty
Opening New Store locations
Expansion throughout South America