Victoria Secret's Men's Line

Paper Summary:

This paper explains that Victoria's Secret, the leading specialty retailer of lingerie, is planning to market Victoria's Secret Lil' Devil's line of menswear. The launch of this menswear division is expected to be one of the largest in the history of men's intimate apparel. The author relates that Victoria's Secret will create new 'designer' men's underwear and sleepwear with the same great design, unusual fabrics, wonderful colors and large variety of choice for every occasion, which have made their women's line the market leader. The paper extensively discusses the elements of the market mix, segmentation, strategies and control mechanism and specifically relates these issues to the launching of this new menswear range.

Table of Contents:
Final Marketing Plan
Organizational Overview
Product Description
S.W.O.T.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
Trends
Market Research
Segmentation
Positioning
Product Life Cycle
Marketing Mix
Budget
Twelve - Month Marketing Budget
2005
Control Mechanisms

From the Paper:

"To ensure a successful launch of our new men's line of undergarments we need to carefully market the new products. Victoria's Secret believes that a three-step process of marketing research will help us achieve our goal of selecting the best strategies and tactics. The first step of the research is to have our marketing teamwork closely with our product development department. The product development department will be able to educate us on the various products, including comfort features, fabrics, and available styles and colors."

Sample of Sources Used:

• CBS News.com (2004, June 3). . Retrieved April 26, 2005, http://www.cbsnews.com/stories/2004/06/03/sunday/main620992.shtml
• Graham, C. . The Vacuum, Fashion Pants. thevacuum.org, Issue 17. Retrieved, www.thevacumn.org
• Hahn, A. (2002). Aligning Service Sales and Marketing Strategies (Article Archives 2002 Hahn Consulting Perreault & McCarthy (2002) Marketing's Role in the Global Economy. ed.). : The McGraw-Hill Companies.
• Karia, P. M. (2004). Product Development, Positioning, and Differentiation. Retrieved May 17, 2005, http://www.indianmba.com/Faculty_Column/FC132/fc132.html
• Limited Brands.com . Mission Statement. Retrieved May 21, 2005, http://www.limitedbrands.com/who/mission/index.jsp

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