STRATEGIC RECOMMENDATION
VICTORIAS SECRET SHOP GRAND OPENING
By DRAPER AGENCY
MARKETING RESEARCH
VICTORIAS SECRET
Intern analysis and his DNA
A GLAMOUROUS AND
CREATIVE BRAND
VICTORIAS SECRET ANGELS
A BIG NAME
A WELL KNOWED BRAND
A TRUSTWORTHY BRAND
VICTORIAS SECRET
Actual positioning
For the woman who wants to be sexy sophisticated and ultra feminine
For the sportwoman who wants to be feminine
For high school girls, a line of clothe adapted to their morphology and
age
Victorias Secret combine prestigious product for a#ordable prices
VICTORIAS SECRET
Extern analysis: opportunity
MEN
CONSTANT INNOVATION
A LINGERIE PEEK
LEADER IN EUROPE
VICTORIAS SECRET
Extern analysis : Threat
COMPETITION
UNKNOWN BRAND
A DECREASING MARKET
MODELS PERCEPTION
MADE IN FRANCE
VICTORIAS SECRET
Problem
How to implant the brand Victorias Secret on the
french market whereas this one has already a lot
of competition ?
STRATEGY
VICTORIAS SECRET
Communication objectives
Create and stimulate the renown of the brand already existant in
other countries
Convey a di#erent idea in a competitive market
Create a strong interest for the brand .
Generate a network tra$c or a market tra$c.
VICTORIAS SECRET
Positioning
Sexy
Lingerie
Top of the
range
Lingerie
T
Practical
Lingerie
Low-cost
Lingerie
VICTORIAS SECRET
Lingerie Studies
Does lingerie and seduction ts well??
a di"erent view for man and woman!
For the ladies
VICTORIAS SECRET
Lingerie Studies
For the gentlemen
Does lingerie and seduction ts well??
a di"erent view for man and woman!
VICTORIAS SECRET
Target Market & Communication
men and women : 18- 35 years old
Dont forget: Men are very inuent . If men like victoria secret women will buy victoia
secret
VICTORIAS SECRET
Personication of the target
VICTORIAS SECRET
Personication of the target
VICTORIAS SECRET
Insights
SHE
%I like to keep secret my intimity with the nicest
lingerie i can%
HE
%I like her sexy lingerie, all those secrets it keeps
and im ready to buy some for her to keep her
beautiful%
VICTORIAS SECRET
How does the brand should be seen by the consumers ?
Victorias Secret the only one loved by man and
women.
VICTORIAS SECRET
Strategy
Promess :
With Victorias Secret you will be condent about yourself.
Benet :
Thanks to Victorias Secret my man think im prettier than before.
Reason Why :
% because those underwear make the true woman bloom and
condent while keeping a mysterious and secretive way.%
Tones:
Intriguing, sensual, sexy.
Contraintes:
No model allowed, no vulgarity.
CREATIVE
VICTORIAS SECRET
Creative axis
MYSTERY
The secret is the main ingredient of the brand. because of his name and the older
marketing operations before. It is part of the DNA of Victorias Secret
VICTORIAS SECRET
Event concept
The launch of a new
store
VICTORIAS SECRET
Event
W-4 before the Grand Opening Saturday 29th june
VICTORIAS SECRET
Event
W-3 before the grand opening= Saturday 6th of july
VICTORIAS SECRET
Event
W-2 Before the Grand Opening %= Saturday 13th of july
Our Facebook pages reveal what is all about
Dress code%:Everything is good
Place%:Our shop, Victoria street
Time%: 19h30
VICTORIAS SECRET
Event
D-3 before the great opening%: Wednesday 17 of July
Facebook Contest
VICTORIAS SECRET
Event
D Day : Saturday 20 Juillet
VICTORIAS SECRET
The shop
A shop near le Marais on Victoria avenue near to the Hotel de
Ville / Chatelet and parallel to the Rivoli Street.
VICTORIAS SECRET
The shop
MEDIA STRATEGY
VICTORIAS SECRET
Digital Strategy
Objectives:
AWARNESS
VICTORIAS SECRET
Digital Strategy
Means :
CAMPAIGN BUZZ OF THE BRAND
CAMPAIGN TO CREATE TRAFFIC ON THE POINT OF SALE
VICTORIAS SECRET
Digital plan of action
VICTORIAS SECRET
Digital plan of action
VICTORIAS SECRET
Digital plan of action
VICTORIAS SECRET
Digital plan of action
VICTORIAS SECRET
Digital plan of action
VICTORIAS SECRET
Internet banners
VICTORIAS SECRET
Press intervention
VICTORIAS SECRET
Posters
VICTORIAS SECRET
Partnership
My little Box et Be & Grazia to obtain a panty Victoria s
secret basic
VICTORIAS SECRET
Press conference
Press Conference preparation
- Send to the di#erent people in our press data, a press kit with inside at
all informations about the grand opening of Victorias Secret shop in Paris
- Keep a part of mystery
VICTORIAS SECRET
Press conference
Progress of the conference :
- Invite the di#erent journalist and bloggers
of the feminine press
- The Pershing Hall
- Bu#et with champagne and tasty dinner
- Fashion show With Victorias secret colors
- Take pictures with the models
- Victorias Secret ensemble will be given
to each of them
VICTORIAS SECRET
Press conference
Journalist implication
Most inuent bloggers
VICTORIAS SECRET
Press conference
Magazine
Elle
Marie-claire
Biba
Grazia
Cosmopolitain
Be
Vogue
Femme actuelle
Free daily press
20 minutes
Metro
Direct matin/soir
A nous paris
VICTORIAS SECRET
Press conference
Blogs
garancedore.fr
carolinedaily.com
leblogdebetty.com
thecherryblossomgirl.com
penelope-jolicoeur.com
deedeeparis.com
besnob.fr
lamodedesfemmes.com
misshello.com
30ansenbeaute.blogspot.com
MEDIA PLANNING & BUDGET
VICTORIAS SECRET
Budget
VICTORIAS SECRET
Budget
VICTORIAS SECRET
Retro planning
By DRAPER AGENCY
THANK YOU FOR YOUR ATTENTION
