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Victoria Secret Brazil

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					 Victoria’s Secret Company Information
 Brazil: History, Culture, Political and
  Economic Environment
 Competition
 Situation Analysis
 Target Market
 Selected Marketing Strategy
 Short and Long Term Projections
   Mission Statement:
    › Limited Brands is committed to building a
     family of the world's best fashion brands
     offering captivating customer experiences
     that drive long-term loyalty and deliver
     sustained growth for our shareholders
   Victoria's Secret is the leading specialty
    retailer of lingerie and beauty products,
    dominating its world with modern,
    fashion-inspired collections, prestige
    fragrances and cosmetics, celebrated
    supermodels and world-famous runway
    shows.
    Culture And Society
 Brazil has the largest Catholic population in the
  world
 Many Brazilians are descendants of African slaves,
  Portuguese settlers, and Indigenous people.
 Brazil in famous for various types of art forms such
  as the Samba music
 As of 2005 more than 17.5 million Brazilians had
  internet access which equals to 17% of the
  population
 One of the highest plastic surgery percentages in
  the world
         Political & Economic
              Environment
 One of the BRIC nations
 Forecasted to be when of the leading
  economies in the world by Goldman
  Sachs by the year 2050
 Brazil practices Civil law
 Currently, has over 20 political parties
 Democratic parties have been in power
  since the early 1980’s
    Competition

 Local stores who have ties within the
  Brazilian community
 Department stores such Lojas
  Americanas and Daslu who offer high
  end clothing and a variety of clothing
  lines
 Online clothing boutiques which can
  target Brazilians who have internet usage
    SWOT

                       Strengths
   Strong Brand Name
   Good reputation among customers
   World famous cover models and spokespersons
    who are associated with our brand
                    Weaknesses
   First Entry into the Brazilian Market
   Unsure of local reaction to an American brand
                    Opportunities
   Demand for lingerie products in the Brazilian
    market
   Further expansion into other South American
    countries
   Create barriers to entry for other firms
                        Threats
   Local competitors already in the market
   Political climate
   Current world economic trends
   Women
    › Ages 15-50


   Locations
    › Sao Paulo
    › Rio de Janeiro
Our   selected Marketing Strategy is to enter the
Brazilian economic market with a similar strategy of
that of our American brand, however with our
product line adapted slightly for Brazilian culture and
climate
Market Entry Strategy- Enter Brazil as an American
Company Solely owned By Limited Brands with
Production and Manufacturing done in the area of
our target Market
Extensive Training for our American Managers in the
native Language: Portuguese
   Wide Selection of Lingerie
   Beauty Products
   Sleepwear
   Swim Wear
   Clothing and Shoes
   Eliminating the Victoria’s Secret PINK brand
 Comparable to the American Brand
 Prices will be listed in Brazilian Real's
 1 Brazil real = 0.514403 U.S. dollars
  Sao Paulo




 Rio de Janeiro -
Ipanema Beach
   TV and Radio Advertisement Followed by billboard Advertisements
   Public Relations – Well Known Brazilian Models
   http://www.youtube.com/watch?v=OiCcMk4JfN0
   Mystery Gift Card Promotions
   Holiday Promotions
   Brazil’s Next Angel Competition: The Face of Victoria’s Secret Beauty
    Of Brazil
   Future Promotions: Sponsoring Brazil Fashion Week & Carnivals
        Short and Long Term
          Projections/Goals
 Brand Awareness
 Acceptance in the community
 Brand loyalty
 Opening New Store locations
 Expansion throughout South America

				
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posted:7/17/2012
language:English
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