Marketing Plan for Victoria's Secret's 'No Stain' Underpants Product

This report presents a comprehensive marketing plan for Victoria's Secret's new 'No Stain' underpants. It begins with an introduction to the product, targeting women through demographic and benefit-based segmentation. The plan outlines the marketing mix, including product features, premium pricing, initial launch in European and US markets, and promotional strategies utilizing campaigns, free samples, and celebrity endorsements. The report details the marketing objectives, including increasing the customer base, sales, and brand recognition. It covers market segmentation, targeting, and positioning, as well as the marketing program, budget allocation across direct, commercial, and digital marketing channels, and monitoring and evaluation through sales analysis. The conclusion emphasizes the significance of STP and the marketing mix in launching new products and showcases the impact of the chosen marketing strategies on sales and profitability, including achieving the break-even point and maximizing profit. The report references various marketing books, journals, and online resources.

MARKETING
ESSENTIALS

TABLE OF CONTENT
◦ INTRODUCTION
◦ Basic marketing plan
◦ Conclusion
◦ REFERENCES

INTRODUCTION
◦ The Victoria's secret product is “No stain underpants'' which will
target women and segment the customers ion the basis of
demographics as well as benefits.
◦ It showed marketing mix of the product and used budget evaluation
and did sales and cost analysis and monitor and evaluate the standard
performance with expected performance.

BASIC MARKETING PLAN
◦ Executive Summary
◦ Victoria's secret is an American brand that is famous for its women's wear, beauty
products and lingerie especially for models.
◦ The company is planning to introduce customized underpants for women which will
be introduced in 5 colors which will include red, black, purple, grey and orange
color.
◦ This underpants are specially designed for women which will include models, upper
middle class and middle class to go through the days when they have their periods

Marketing plan
◦ To launch any new product in the existing market or to relaunch
existing product it is important for company to have marketing plan.
◦ It means to plan how the product will be launched, how it will be
promoted and what customers will it target and how much budget it
will need to launch the product and then finally evaluating current
performance with expected performance.

Marketing Objective and Aim
Aim
To increase customer base by launching new underpants as per shoppers expectation in modern era.
Objectives
◦To increase customer base by 6% within 3 months
◦To increase sales by 5 % and profit by 3 %
◦To increase brand goodwill and recognition of the company.
◦To enhance customer relationships

Segmenting , Targeting, positioning
It is an approach that is used by company to market its product. It helps marketers to
develop their products and then delivering them to target audiences. The company should
consider all three factors.
◦Market segmentation
◦It allows company to identify specific market in which they want to introduce their
product. The correct segmentation of product helps company to gain new customers, and
deliver more efficient message of marketing. The market can be segmented on the basis of
number of factors that include demographics, psycho graphics, lifestyle and values of the
people.

Market targeting
◦ It is important to evaluate attractiveness and
potential of each segment.
◦ For launching the product Victoria's secret will
evaluate and analyze following factors which
will include Criteria size as in target market
would be large in size as the company will
target women all over the world..

Market positioning
◦ It simply refers to making an image of your product in
customer's mind which is quite a difficult task but need
to be done efficiently to increase sales of the company.
◦ As Victoria's secret is already a big name in the world of
fashion so to position its product is quite an easy task for
the company.

Marketing Mix
◦ Product – The name of the product is ''NO Stain underpants'' which will
save all kind of women to work even in periods.
This product will have a lubricant jelly that will not let the blood satins
damage the clothes of women, plus will give them ease in working
efficiently without any worries.
◦ Price – The product will target models, upper middle class and high class
women. The pricing strategy the company will choose will be premium
pricing as after all it is a Victoria's secret model therefore the price of
product will be high from the competitors.

CONTINUE
◦ Place – It is most important decision that has to be taken carefully by the company as where to launch
the product? This product of Victoria's secret will initially sold in European countries as well as U.S.
and then it will increase its customers base all over the world.
◦ Promotion – The product will be promoted by introducing campaigns to increase awareness among
the women about the product and its uses. Also, the company will distribute free sample of products to
women to try it and give their views which will increase brand loyalty and recognition. The company
will also hire celebrity models to attract large section of society and will introduce a trend on internet
which will be called #stain free life and everyone will take the challenge by buying the product which
will increase the sales and awareness of product.

Marketing program me
Marketing channel Activities Time
Direct marketing In direct marketing the company will email
its potential customers which are already
established with the company. They will
call the existing customers as well to use
the product.
The company will use Direct marketing for
2 months.
Commercial Marketing The company will use radio and television
for commercial advertising. The
advertisements on TV will increase the
sales and awareness abut the product.
The company will use commercial
advertising for 6 months to reach to wide
range of customers.

Marketing Budget
Marketing Channel Amount (£)
Direct marketing 500 £
Commercial Marketing 400 £
Digital Marketing 650 £

Monitoring the evaluation
◦ It is to evaluate the plan that was it implemented as the company wanted and if not then to figure out
what was the company lacking. After implementing the plan it needs to be monitored as well for
effective sales and performance. It can be done through -
◦ Sales analysis – It helps company to examine reports of sales and help them in reaching break even point,
to do period comparisons also help it to evaluate competitor's sales analyses.
◦ The product of the company. The sales was increasing in the initial stage and the company achieve its
break even point and then the company is facing increasing trend of sales with the help of digital
marketing.

CONCLUSION
◦ The report concluded the importance of STP and marketing
mix in launching new product and also showed the importance
of choosing strategies to promote product which can be via
internet, direct or commercial marketing.
◦ The company chose all the three ways which helped it in
increasing it sales and profit and helped it to achieve break
even point as well as profit maximization.

REFERENCES
◦ Books and journal
◦ Armstrong, G., and et.al., 2015. Marketing: an introduction.
◦ Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the Marketing
Mix.
◦ Online
◦ Marketing mix. 2018. [Online]. Available through :
<https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/3956-marketing-
mix.html>