Market Plan
Calvin Robinson
Introduction to Marketing
Prof. Wills
2/8/09
Victoria’s Secret Pink: Keeping the Brand Hot
1. Analyze the buyer decision process of a typical Pink customer. A typical Pink customer the need for recognition is achieved, when the customer see a pink ad in magazine or commercial, information search is done by the customer visiting the website or magazine ad, evaluation of alternatives is done by the customer deciding on which particular Pink product to buy, and purchase is achieved by customer purchasing the product.
2. Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should markets have boundaries with regard to this concept? Aspirational group in this case will be "tweens" and some women much older than 30. Their purchase is considered to be a risk to Pink line's young, hip and fashionable image. I believe that markets should have boundaries for the tweens because I believe the merchandise is inappropriate for children of that age. I believe that they should cater to women older than 30 buy because older women are in these are trying to look and feel younger.
3. Explain how both positive and negative consumer attitudes toward a brand like Pink develop. How might someone’s attitude towards Pink change? Positives of the brand Pink is that is’ profitable brand, it popular with many different age groups, its young, hip, and trend. The negatives of Pink is that is said to be target ages 8-14, ages that are young for the brand and for ages 30 and older it is said that people in age category are to mature for the brand. The attitude might change if they offer a pink line that caters to these particular ages.
4. What role does Pink appear to be playing in the self-concept of preteens, teens, and young adults? The Pink plays the role as trend setter, a lot of females around this particular age see their ads in commercials, magazines, and internet are easily attracted to because they see their favorites
Introduction to Marketing
Prof. Wills
2/8/09
Victoria’s Secret Pink: Keeping the Brand Hot
1. Analyze the buyer decision process of a typical Pink customer. A typical Pink customer the need for recognition is achieved, when the customer see a pink ad in magazine or commercial, information search is done by the customer visiting the website or magazine ad, evaluation of alternatives is done by the customer deciding on which particular Pink product to buy, and purchase is achieved by customer purchasing the product.
2. Apply the concept of aspirational groups to Victoria’s Secret Pink line. Should markets have boundaries with regard to this concept? Aspirational group in this case will be "tweens" and some women much older than 30. Their purchase is considered to be a risk to Pink line's young, hip and fashionable image. I believe that markets should have boundaries for the tweens because I believe the merchandise is inappropriate for children of that age. I believe that they should cater to women older than 30 buy because older women are in these are trying to look and feel younger.
3. Explain how both positive and negative consumer attitudes toward a brand like Pink develop. How might someone’s attitude towards Pink change? Positives of the brand Pink is that is’ profitable brand, it popular with many different age groups, its young, hip, and trend. The negatives of Pink is that is said to be target ages 8-14, ages that are young for the brand and for ages 30 and older it is said that people in age category are to mature for the brand. The attitude might change if they offer a pink line that caters to these particular ages.
4. What role does Pink appear to be playing in the self-concept of preteens, teens, and young adults? The Pink plays the role as trend setter, a lot of females around this particular age see their ads in commercials, magazines, and internet are easily attracted to because they see their favorites