Marketing Objectives Of Marketing Communication

1836 WordsOct 10, 20148 Pages
Group - Situation Analysis - SWOT Monica: -Brief Marketing Objectives -Target Audience Vicky: -Thorough Communication objectives -Integration of marketing communication elements Minoli: -Positioning statement and creative strategy -Media strategy and media schedule Gloria: Effectiveness Measures Budget and time frame: -TV: $10,000 (daytime, evening) - $50,000 (Breakfast, primetime) -Print: $5,000 - $40,000 (size) Victoria’s Secret ‘Eau So Sexy’ (Integrated Marketing Communications Plan) Prepared by: Gloria Ko (24190063), Minoli Maleesha Rampati Dewage (25196812), Monica Irene Saputra (25363506), Huiqi Liang (25086464) Date: October 7, 2014 Table of Contents Executive Summary Executive Summary Victoria’s Secret Situation Analysis recognition for brand’s fragrance: we don’t want VS fragrance compared to chanel(?) objectifying women target; need to refine This product is very representative for their brand; needs careful marketing They use sexualised image; not for children ... The situation analysis indicates the internal and external factors influencing Victoria’s Secret, which ultimately allows marketers to create the most suitable IMC strategy for the fragrance, ‘Eau So Sexy’ (Belch, Belch, Kerr & Powell, 2012). Brand Background Victoria’s Secret is a globally well established brand best known for their products in lingerie. Originally Victoria’s Secret was introduced uniquely as a lingerie store where men can comfortably
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