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MEDIA PLAN

Gabi Meyers
Aiesha Marshall
Sarah Emeigh
Dana Goldstein
Soumya Belegundu

EXECUTIVE SUMMARY
Victorias Secrets primary target audience is women 18-24, thus we are looking to
maintain our current stance in the market with our strong customer base. The total
population for this target audience is 2,485,741,880 people. Women ages 18-24 are
within a household income between $60,000-$500,000+, while the majority of those
customers live in a household with an income between $75,000-$150,000. Victorias
Secret shoppers identify themselves as users of various media and are very conscious of
the way they want to be perceived by others. They try to keep up with fashion trends and
look for the approval of their peers. The following is the target audience breakdown:
Women: 51.7%
Ages 18-24: 11.29%
HH income $60,000+: 51.8%
HH income $75,000+: is 41.3%
HH income $100,000+: 27.1%
HH income $250,000+: is 3.76%
Our geographical strategy is to have a pulsing national campaign year round with an
additional emphasis on the months of December, February, and May. We chose our spot
demographics; Philadelphia, New York, Dallas, and Los Angeles based off of a Simmons
search of the top cities with the highest designated marketing areas in the United States
(Appendix 2). These markets make up 16.31% of the US population and 2.2% of
Victorias Secret brand sales. With a 15 million dollar budget (exactly coming to
$14,755,200) and a pulsing campaign we planned accordingly. We are spending
$14,222,000 (96.39%) in national media and $533,300 (3.61%) in spot markets.
With the heaviest emphasis placed on the three peak months of sales mentioned above,
we budgeted $2,691,000 total in February, $2,691,000 total in May and $2,691,000 in
December. Our new creative for these three months is that we continue to create desire
among our target audience. We wish to encourage our consumers to recall if the past
products were satisfactory from Victorias Secret and then relate those products
accordingly to the current needs of the consumers. We plan to connect to the behavioral
intent of our consumers through advertisements that address comfort, quality and
affordability. By succeeding in this, we plan to remain the top in the lingerie market.
Throughout the year the national reach will be 55.0% during the down months of the
pulsing schedule. With the peak months being February, May, and December, the
national reach will be 80.0%. Spot reach during these months will also be 80.0%. We
wish to maximize frequency during this campaign; therefore during the non-pulsing
months we will have a national frequency of 4. During the three pulsing months the
national frequency will be 5, with a spot frequency of 5.5. We will have a heavy media
mix, utilizing television, magazines, and radio. Focusing only on the national area for
television (Net TV Prime, Net TV L Nite, Net Cable, Net Cable E Fringe, and Net Cable
Prime) we will spend 49.2% of our budget. 46.8% of our budget will be spent on Net
Radio (morning, daytime, and evening). Women magazines will take up 4% of our
budget.

SWOT ANALYSIS
Strengths
One of the main strengths for Victorias Secret is that due to a structured and
enforced company philosophy, there has been a steady increase in revenue as well
as continuous innovations.
They are flexible in changing their marketing strategies. The annual Victorias
Secret Fashion Show established since 1995 has unquestionably helped them with
their marketing, subsequently revenue.
There is not much need for them to be fast in adapting to the new trends, since
they are the main trendsetters, exclusively in lingerie.
They also have a very effective computerized system. Within this being the most
powerful revenue holder, their online website.
Weaknesses
Victorias Secrets main issue is that the increased debt has resulted in lower
profits and decline in cash flow. There has been a steady amount of large
suppliers, which makes it even more difficult to ensure consistent quality and time
of delivery.
There is a huge reliance on foreign countries for production. Due to more
developing countries in Asia, there are very few stores located in that entire
continent, resulting in less revenue from a vast region.
Victorias Secret makes clothing for almost all sizes (especially inner wear), the
marketing and advertising of it powerfully targets the slim sized women, that
many women oversee the fact that there are intimates available for even their
body size. Not advertising enough for the real woman can miss out on a lot of
revenue simply due to miscommunication strategies.
Opportunities
Victorias Secret can start a mens line; from beauty products, apparel as well as a
sub-brand, perhaps named blue. Since they already have great brand
recognition, and use the marketing strategy, sex sells, this strategy can be
successfully used on the opposite sex as well.
Even though many developing countries especially in Asia, hold a more
conservative point of view with such products, they can change their marketing
strategies that will please even the conservative crowds; if they can succeed doing
this, it can help establish more stores globally resulting in higher revenue and
brand recognition.
Threats
There is an economic downturn, and the middleman in America may not continue
being able to afford even the semi-affordable products that the company sells.
This may also result in facing higher competition from other brands that sell the
same products for a lower price.

COMPETITIVE SET & BRIEF ANALYSIS


Victorias Secrets competitors include American Eagles Aerie, Hanes brand and
Abercrombie and Fitchs Gilly Hicks. Hanes brand is a major competitor to Victorias
Secret because it targets women in there thirties and so does Victorias Secret. Women in
there thirties are aiming for comfort and both Hanes brand and Victorias Secret provide
that. Hanes brand features identical products to Victorias Secret such as bras. The bras
from Hanes brand offer women with similar products to Victorias Secret. They offer
comfortable seamless bras and the wonderbra. Also, Hanes brand is available in many
different stores like Macys, Wal-Mart, Target and J.C. Penney, and it is prevalent in
seven other countries opening it up to a wider customer base then Victorias Secret.
Compared to Victorias Secrets brand only being sold in Victorias Secret stores and
only having stores in the U.S., Canada, and London. Another competitive factor is that
Hanes brand offers lower prices than Victorias Secret making women more likely to buy
Hanes brand.
The Victorias Secret brand PINK, targeting women 18-24 has two main competitors,
Gilly Hicks and Aerie. Aerie stores have almost the same set up as Victorias Secret
stores. The Aerie store also offers the exact same panty deal as PINK and has sections for
loungewear and bras just like Victorias Secret stores. Gilly Hicks is a relatively new
underwear line targeting young women 18 and up, the same target as Victorias Secret.
Because Gilly Hicks revenue has increased from $230 thousand in 2007 to $26 million in
2009 it has the ability to take advantage of Abercrombie and Fitchs strong brand image
and attract consumers who already shop at Abercrombie.
BRAND AND COMPETITORS MARKET SHARE IN CATEGORY
Victorias Secret stock has doubled in the last decade. Victorias Secret was the largest
lingerie manufacturer in the 90s and is a multi-channel, head-to-head competitor in the
lingerie business today. In 2011, lingerie sales are estimated to account for about 40% of
total sales. Limited Brands Inc. has 36.4% of the total market share for the category. Out
of the Limited Brand companies, Victorias Secret (which accounts for about 61.6% of
total company revenue) is the most industry-relevant operation. In terms of competition,
Victorias Secret market share in the lingerie market is only 11% as of 2009. With
competitors brands market share as follows; Hanes at 47%, Playtex at 14%, Fruit of the
Loom at 10%, Bali at 6%, Jockey at 5%, Vanity Fair at 5%, Just my Size at 1%, and
Warner at 1%. Hanes Inc dominated the market share in 2009, but Victorias Secret was
one of the top three brands. As an individual brand in the category, this shows that
Victorias Secret with 11% has a lot of potential to grow.
COMPETITIVE GRID WITH SCORES ON RELEVANT ATTRIBUTES
Scale: 110 (1 being lowest association with attribute, 10 being highest association with attribute)

ATTRIBUTES
Style
Sexy
Comfort
Price (high)

Victorias Secret
10
10
7
10

Hanes brand
5
4
10
2

Aerie
8
6
7
7

Gilly Hicks
8
6
7
6
4

TARGET DESCRIPTION
Victorias Secrets primary target audience is women 18-24 and secondary target
audience is women 25-44. The primary target audience is women 18-24 because these
women make the most Victorias Secret purchases according to the higher indexes
justified in Simmons, Victorias Secret Purchases by women in the past 12 months.
The total population for this target audience is 220,172,000 people. We decided to
segment the target audience towards women, because all products sold by Victorias
Secret is for women. Women ages 18-24 have a household income between $60,000$500,000+, while the majority of those customers are living in a household with an
income between $75,000-$150,000. This is shown in the index table Purchasing Choices
in the Last 4 Months by 18-24 Year-Old Females By Household Income.
CREATIVE BRIEF
1.
Why are you advertising?
a. To maintain the current position in the lingerie market
b. Position statement: Victorias Secret offers the most stylish
undergarments for young women.
2.
To whom are you advertising?
a. Sarah: a 20-year-old woman living in an apartment in the city with 2
girlfriends from her major in college. Shes been seeing this guy for
about a year now, and she thinks things might be getting serious. She
describes herself as a fashionista, and likes to look good for the guys,
but also better than the other girls, Rawr! You can find her shopping
downtown, getting her sweat on at the gym or club and bar hopping with
her friends. When she decides to stay in for the night (which isnt often)
shes probably catching up with her favorite shows on Bravo and E!, or
maybe a chick flick with her girls.
b. Rose: a relatively new mother at the age of 32, happily married. Rose and
her husband just moved into their first home, a cape cod in the suburbs.
Between all those diapers and the new mortgage, Rose has been trying to
make thrifty changes to her regular shopping habits as not to fall victim to
debt like much of the rest of America. She always finds herself running
around doing errands, but she doesnt have the body she had 10 years
ago. She is always trying out new diets and she has succumbed to using
the dreaded Spanx and other lifting products. She spends most of her
time at home with the baby, so she favors comfy-cozers clothing for
feeding, burping and napping. She doesnt want her marriage to go to
waste, so she does like to spice things up in the bedroom when her man
comes home from a long day of work.
3.
What is the product connection with the consumer?
a. Sarah uses her Victorias Secret bras and panties to give her a sexy little
secret that she can keep to herself or share with a special someone, if she
so chooses.
b. Rose uses her Victorias Secret bras and panties to stay comfortable with
the baby without being unappealing to her husband.

4.

5.
6.

Who are your competitors?


a. Aerie by American Eagle, Gilly Hicks by Abercrombie and Fitch
i. Lower prices
ii. Fashionable styling
b. Hanes
i. Lower prices
ii. Sold in greater variety of locations (department stores, superstores,
discount retail stores)
Current and desired brand positioning
a. Style
b. Comfort
Execution recommendations
a. Sensual tone
b. Rational appeal

*From now on the rest of media plan is directed towards our primary target
OSTROW MODEL
Part I: Marketing Factors That Affect Frequency
Established Brand
-.2
High Market Share
-.1
Dominant Brand
-.2
High Brand Loyalty
-.1
Long Purchase Cycle
+.1
Product Used Occasionally
-.1
Need to Beat Competition
+.1
Part II: Copy Factors That Affect Frequency
Simple Copy
-.2
Copy More Unique than Competition
-.2
Continuing Campaign
Product Sell Copy
Single Kind of Message
To avoid wear out: new messages
Larger ad units

-.2
0
-.2
+.2
+.2

Part III: Media Factors That Affect Frequency


Lower ad clutter
+.2
Compatible editorial
-.1
Attentiveness high
0
Continuous advertising
+.2
Few Media Used
+.2
Opportunities for media repetition
0

New Brand
Low Market Share
Smaller, less known brand
Low Brand Loyalty
Short Purchase Cycle
Product Used Daily

Complex Copy
Copy less unique than
competition
New Copy Campaign
Image type copy
Difficult Kinds of Messages
Older Messages
Small ad units
Higher ad clutter
Non-compatible environment
Attentiveness low
Pulsed or flighted advertising
Many media used
Fewer opportunities
4 estimated Frequency
6

5.5 Spot Market Frequency


15 Million Dollar Budget
RATIONAL FOR OSTROW MODEL RATINGS
Victorias Secret is an established national brand. The brand has 36.4% of the market
share for Limited Brands Inc. and 11% of the market share for the total market, which is
relatively low against its top competitors. Victorias Secret is a dominant brand in the
United States and consumers are very loyal to the brand. The purchase cycle of Victorias
Secret is fairly short because the products can be bought on a monthly basis. Also, the
products bought from Victorias Secret are used every day especially the bras. Victorias
secret does not have intense threat from its competitors. The message we propose will be
very simple, continuing the older campaigns. There is no need to change what has been
working for years. Consumers are familiar with the current brand image of Victorias
Secret. Pertaining to media, we will have a high ad clutter because of the media selected.
Advertising will be operating off a pulsing schedule a high media mix. We want to
capture consumers at the right points of the year through many different mediums.
ADVERTISING OBJECTIVES
In order to keep our brand on the top of our consumers mind we strive to keep our
consumer awareness at 80% at all times. We wish to continue to create desire among our
target audience. Encouraging recall of the past satisfactory Victorias Secret Products and
relating our products to the current needs of the consumers is part of our objective. We
plan to connect to the behavioral intent of our consumers through advertisements that
address comfort, quality and affordability. We have been and always plan on being
number one in the lingerie market.
MEDIA STRATEGY
GEOGRAPHIC
Our geographical strategy is to have a pulsing national campaign year round with an
additional emphasis on the months of December, February, and May. Victorias Secret
advertises a lot more during these three months because of three special occasions;
Christmas, Valentines Day and summer.
DEMOGRAPHIC
We chose our spot demographics; Philadelphia, New York, Dallas, and Los Angeles
based off of a Simmons search of the top cities with the highest designated marketing
areas in the United States (Appendix 1). These markets were chosen because they were
the highest populated cities with college students and major college locations with
women ages 18-24.
PULSING CAMPAIGN
With a 15 million dollar budget and a pulsing campaign we planned accordingly. For

December, February and May our reach was set at 80 and our frequency at 5. Because
these are our peak months throughout the year we wanted to make sure they were given
higher reach and frequency to ensure maximum selling potential. For the other nine
months the reach was set at 55 and the frequency at 4. During these 9 months its not
worth us to advertise as frequently because our product is in lower demand, so we set the
reach and frequency lower so that were not wasting money on ineffective advertising.
With these goals for reach and frequency in our national and spot campaigns we advertise
under budget.
MEDIA BUDGET
With the National budget and advertising objectives in mind, we dispersed our media
budget in the most effective and most cost conscious way. Since we were spending a lot
more in our pulsing months of December, February and May we had more money to
spend in these months.
Television
- Commercials appeal to the consumer through their senses of sight and sound, which
in turn can create a greater emotional reaction, as opposed to audio or sight alone.
- Network Television
So we chose Net TV Primetime and Net TV Late Nite/News to air our
commercials.
We bought 20 GRPs in Net TV Primetime costing $487,200, with the shows The
Big Bang Theory, Survivor, and How I Met Your Mother we can reach our target
audience.
We bought 30 GRPs in Net TV Late Nite/News costing $327,450 for those
college students who are pulling all nighters finishing that last minute assignment
watching shows like The Late Show with David Letterman and The Late Late
Show with Craig Ferguson.
- Cable Television
For our cable TV buys we chose the cable channels E! and MTV because theyre
geared toward the age of our consumer.
We bought 20 GRPs in Cable Primetime costing $321,740 with the shows
Punkd, Jersey Shore, Khloe and Lamar, and Fashion Police.
Lastly for TV we bought 30 GRPs in Net Cable TV Early Fringe costing
$149,850 airing reruns of their primetime shows like Khloe and Lamar and
Pranked that college students love to watch if they missed the new episode.
Magazines
- Magazines are another good medium because they have long shelf life, are colorful,
and consumers purposefully revisit their favorite magazine.
- We bought 20 units in different magazines for $189,880.
- We chose the magazines, Lucky, Glamour, Elle, TeenVogue, Cosmopolitan, and
Allure because they are fashion based and are for young adult women readers.
Radio
- Radio was our last pick because it is cheap and effectively reaches our audience.
We chose to advertise with 140 GRPs in Net Radio Morning Drive costing
$637,140 and 140 GRPs in Net Radio Evening Drive costing $399,980 because
these are the times people of this age are commuting to and from work.

We chose to advertise on Philadelphia, New York, Dallas, and Los Angeles top
40 hits radio stations.
For the nine other months we advertised a lot lighter and only in two media.
Television
- We bought 50 GRPs in Net Cable Daytime costing $99,000 focusing on E! and
MTV for those breaks in between classes with shows like E!News, True Hollywood
story and 16 and Pregnant reruns.
- We also bought 50 GRPS in Net Cable Early Fringe costing $249,750 for the
reasons listed above.
Radio
- For our other media we bought 120 GRPs costing $393,720 in Net Radio Daytime
for those late risers going to their first class in the afternoon, or people at work
listening throughout the day.
SPOT ADVERTISING
Radio
- For our Spot Advertising in February, December and May we chose radio as our
only market.
- We chose to do spot advertising in Philadelphia, New York, Dallas, and Los Angeles
because these four major cities have a high population of women ages 18-24 and
also have a lot of colleges that hold our demographic.
- We bought 20 GRPs in Spot Radio Morning Drive costing $104,520 because this is
when most of these women are driving to work or school and listen to the radio.
- We bought 10 GRPs in Spot Radio Evening Drive costing $73,240 for the same
women that went to work listening to our morning advertisements.
- We chose to advertise on the stations that play top 40 hits in these four cities again
because it reaches our audience the best. In Los Angeles we chose KIIS 102.7 FM,
in Dallas we chose I93.3, for Philadelphia we chose Q102 FM, and for New York we
chose Z100 FM.
- We chose not to spot advertise in the other nine months because they arent our peak
sale months and not worth the extra spending.
For our ad spending and percentage of budget used by each media see graphs below:

10

APPENDIX

(1)
CROSSTAB TITLE : Experian-Simmons-OneView
STUDY NAME : Fall 2008 NHCS Adult Survey 12month
STUDY TYPE : Population
START FIELD DATE : 10/24/2007
END FIELD DATE : 12/05/2008
DATE EXECUTED : 04/23/2012
SELECTED BASE : STUDY UNIVERSE

Total

Total

ATLANTA

BOSTON

CHICAGO

VICTORIA'S
SECRET

Sample

24,801

2,409

Weighted(000)

220,172

19,660

Vertical %

100.0%

100.0%

Horizontal %

100.0%

8.9%

Index

100

100

Total %

100.0%

8.9%

Sample

671

,59

Weighted(000)

4,473

,468

Vertical %

2.0%

2.4%

Horizontal %

100.0%

10.5%

Index

100

,117

Total %

2.0%

.2%

Sample

586

62

Weighted(000)

4,618

456

Vertical %

2.1%

2.3%

Horizontal %

100.0%

9.9%

Index

100

111

Total %

2.1%

0.2%

Sample

1,653

174

Weighted(000)

7,180

690

Vertical %

3.3%

3.5%

Horizontal %

100.0%

9.6%

Index

100

108

Total %

3.3%

0.3%

Sample

559

,43

Weighted(000)

2,806

,257

11

CLEVELAND

DALLAS

DETROIT

HOUSTON

LOS ANGELES

MIAMI

NEW YORK

Vertical %

1.3%

1.3%

Horizontal %

100.0%

9.2%

Index

100

,103

Total %

1.3%

.1%

Sample

808

84

Weighted(000)

4,863

525

Vertical %

2.2%

2.7%

Horizontal %

100.0%

10.8%

Index

100

121

Total %

2.2%

0.2%

Sample

550

,57

Weighted(000)

3,766

,459

Vertical %

1.7%

2.3%

Horizontal %

100.0%

12.2%

Index

100

,136

Total %

1.7%

.2%

Sample

1,251

124

Weighted(000)

4,116

469

Vertical %

1.9%

2.4%

Horizontal %

100.0%

11.4%

Index

100

128

Total %

1.9%

0.2%

Sample

2,369

286

Weighted(000)

13,096

1,453

Vertical %

5.9%

7.4%

Horizontal %

100.0%

11.1%

Index

100

124

Total %

5.9%

0.7%

Sample

1,394

186

Weighted(000)

3,170

496

Vertical %

1.4%

2.5%

Horizontal %

100.0%

15.6%

Index

100

175

Total %

1.4%

0.2%

Sample

2,199

317

Weighted(000)

15,475

2,199

Vertical %

7.0%

11.2%

Horizontal %

100.0%

14.2%

Index

100

159

Total %

7.0%

1.0%

Sample

903

77

12

PHILADELPHIA

SAN ANTONIO

SAN FRANCISCO

WASHINGTON DC

Weighted(000)

5,785

561

Vertical %

2.6%

2.9%

Horizontal %

100.0%

9.7%

Index

100

109

Total %

2.6%

0.3%

Sample

1,094

111

Weighted(000)

1,694

199

Vertical %

0.8%

1.0%

Horizontal %

100.0%

11.7%

Index

100

131

Total %

0.8%

0.1%

Sample

1,145

119

Weighted(000)

5,211

462

Vertical %

2.4%

2.3%

Horizontal %

100.0%

8.9%

Index

100

99

Total %

2.4%

0.2%

Sample

858

,58

Weighted(000)

4,351

,350

Vertical %

2.0%

1.8%

Horizontal %

100.0%

8.0%

Index

100

,90

Total %

2.0%

.2%

(2)
Victoria's Secret Consumers Ages 18-24
HH Income
VICTORIA'S
SECRET

VICTORIA'S
SECRET

VICTORIA'S
SECRET

100.0%

8.9%

8.9%

0.7%

51.8%

6.1%

5.9%

0.5%

41.3%

5.2%

5.0%

0.5%

27.1%

3.5%

3.4%

0.3%

3.8%

0.5%

0.6%

**0.0%

Total
Total

Total %

$60,000 OR MORE

Total %

$75,000 OR MORE

Total %

$100,000 OR MORE

Total %

$250,000 OR MORE

Total %

Victoria's Secret
Consumers Ages 18-24
Gender

13

VICTORIA'S
SECRET

VICTORIA'S
SECRET

VICTORIA'S
SECRET

100.0%

8.9%

8.9%

0.7%

48.3%

0.9%

1.0%

**0.1%

51.7%

8.0%

7.8%

0.6%

VICTORIA'S
SECRET

VICTORIA'S
SECRET

VICTORIA'S
SECRET

100.0%

8.9%

8.9%

0.7%

2.4%

0.4%

0.4%

**0.0%

1.5%

*0.2%

*0.3%

**0.0%

1.6%

*0.3%

*0.2%

**0.0%

1.5%

0.2%

*0.2%

**0.0%

4.3%

0.8%

0.8%

**0.0%

Total

Total

Total %

MALE

Total %

FEMALE

Total %

Age of Victoria's Secret


Consumer
Total
Total

Total %

18

Total %

19

Total %

20

Total %

21

Total %

22 - 24

Total %

Media Flight Plan


Year at a Glance
Reach

Avg Freq
Goal

GRPS

Est

Goal

Est

$(000)

Goal

Est

Balance

Goal

Est

January

55

55.5

220

220

1000

742.5

257.5

February

80

83.9

5.5

5.1

440

430

2000

2691

-691

March

55

55.5

220

220

1000

742.5

257.5

April

55

55.5

220

220

1000

742.5

257.5

May

80

83.9

5.5

5.1

440

430

2000

2691

-691

June

55

55.5

220

220

1000

742.5

257.5

July

55

55.5

220

220

1000

742.5

257.5

August

55

55.5

220

220

1000

742.5

257.5

September

55

55.5

220

220

1000

742.5

257.5

October

55

55.5

220

220

1000

742.5

257.5

November

55

55.5

220

220

1000

742.5

257.5

December

80

83.9

5.5

5.1

440

430

2000

2691

-691

14

Balance

Total

3300

3270

15000 14755.23
244.77
National Contingency $(000): 0
Spot Contingency $(000): 0

Flowchart

Monthly Details

Goals

15

16

Frequency Distribution

0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Gross Rating Points
Reach
Average Frequency

National
F
44.5
16.8
10.3
7
5
3.7
2.8
2.1
1.6
1.3
1
0.8
0.6
0.5
0.4
0.3
0.2
0.2
0.2
0.1
0.5
220
55.5
4

Spot
F

F+
100
55.5
38.7
28.3
21.3
16.3
12.6
9.8
7.7
6
4.8
3.8
3
2.4
1.9
1.6
1.2
1
0.8
0.7
0.5

F+
100
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

100
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

Combined
F
44.5
16.8
10.3
7
5
3.7
2.8
2.1
1.6
1.3
1
0.8
0.6
0.5
0.4
0.3
0.2
0.2
0.2
0.1
0.5
220
55.5
4

F+
100
55.5
38.7
28.3
21.3
16.3
12.6
9.8
7.7
6
4.8
3.8
3
2.4
1.9
1.6
1.2
1
0.8
0.7
0.5

Market List

17