Victoria's Secret Body Mists

1. 10 STEP
Marketing Plan for
(Victoria’s Secret Mists)
Juancho Roa Pascual Product
Photo here
October 2011
1

2. Steps 1 to 5
Women who loves to smell
sexy
1. VS targets women from ages 18-28
2. Women want to smell fresh and sexy
3. Beauty products commonly found in the Philippines
such as The Body Shop and Ever Bilena
4. Gap is other brands are more known to be readily
available in the market and providing savings.
5. Market size is 7.6Billion pesos(2010). Victoria’s
Secret niche is 228 Million.

3. Steps 6 to 10
Women rely on fragrances to
boost their sex appeal
6. Victoria’s Secret mists are refreshing sprays
which also leaves a sensual scent
7. Is priced 30% less than The Body Shop
mists and 100% more expensive than Ever
Bilena products.
8. Highly advertised on E-Commerce Sites
9. Distributed nationwide
10. Differentiation strategy

4. 1. Describe the primary target
market (PTM)*
 18-28 years old, women, social class AB and
C, Single ladies)
 Actively out in the public and interacts a lot
with other people(such as dating),
 spray as often as you like whenever you need
refreshment -before going out and before
meeting other people to get that mood
enhancement and heightened attractiveness.

5. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product

6. Describe your PTM needs
Self-Actualization
Needs
(Self-Development
I am happy to be in a & Realization)
romantic relationship
Esteem Needs
(Recognition,
Status)
I want to be fresh, Social Needs (sense of
desirable and attractive belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6

7. 2. PTM’s needs, wants &
demands
Women need to build friendships and a romantic
relationship, to gain self-esteem, achieve self-
actualization
Women prefer Victoria’s Secret over other fragrances
because of their packaging, price, popularity demand,
mildness, refreshingness, moisturizing effects, and
unique sexy scent.
Women demand a long-lasting scent, refreshing effects
to the skin and the sense of smell, feel more
attractive and desirable, and good and credible
quality.

8. 3a. Victoria’s Secret in the
Philippines has a lot of big
and established Competitors
 Direct: Ever Bilena, The Body Shop, Avon, Johnsons,
Brand signature colognes (like those for Bench,
Penshoppe, Marks & Spencer)
 Indirect: Eau de Toilette, scented powders, scented
lotions, scented body wash, scented soaps
 Price, availability, popularity or brand equity,
packaging, benefits, and the unique brand promise of
heightened sexual attractiveness.

9. High perceived brand equity
as of 2011
Price vs. Brand Equity
Price/ Brand Equity Low value High value
Matrix
High price
The Body
VS MistsShop Mists
Low Price EB Mists

10. as of 2011
Example of a benefit positioning
vs. brand map for Body Mists
Benefit Positioning vs. Brand Matrix
Functional Benefit Ever Bilena Mist Victoria's Secret Mist The Body Shop Mist
Sexy scent
skin conditioning
calming scent
luxury fragrance
heighten attractiveness
increase desirability
long-lasting
Saves money
Harder to stand out amidst the competitive clutter.

11. as of 2011
Ever Bilena has been following the
packaging and scents of Victoria’s Secret and
sell them here in the Philippines.
The packaging(size, shape, color) of Victoria’s Secret
and Ever Bilena are very similar and even the scent and
Product name are the same and offering them cheaper.
Ever Bilena Mist VS Mist
Harder to stand out amidst the competitive clutter.

12. 4. Victoria’s Secret positions
strongly on Differentiation
Victoria’s Secret
-has created the image of being sexy in its brand name
itself.
-has developed scents that brings out the sexiness in a
woman
-focuses on Women.
Ever Bilena has been literally trying to copy this
position.
Maintaining the image of sexiness in their lingerie lines
continues to be manifested in their beauty products.

13. 5a. Estimate of market size
using competitor data
-Growth in fragrances rebounded to record value sales of Ps7.6
billion during 2010 as 5% value growth was recorded, a
significant improvement on the 2% current value growth
recorded during 2009.
-Avon Cosmetics share on the 7.6Billion is 40% or 3.1Billion
-The Body Shop 10%
-Ever Bilena 10%
-Victoria’s Secret 3%
Reference: http://www.euromonitor.com/fragrances-in-the-philippines/report

14. 5b. Based on personal
knowledge
1. With its popularity yet limited
availability in the market, I assume a
3% market share.
2. 3% of 7.6Billion = 228Million

15. 5c. Estimate the market size
using customer data
1. Usage per day(15spritz or 3mL):
-5 spritz before leaving the house in the morning
-5 spritz after eating lunch
-5 spritz before going home
2. 250mL/3mL = 83 days of usage to fully consume
3. 365/ = 4 bottles a year.
4. Assuming 250,000 people religiously follow this
customer consumption: 250k X 4 = 1Million Bottles
or 2Million X 500 pesos = 500Million pesos

16. 5. Concluded Body Mist
Market is 228Million pesos.
1. Competitor data=Php228,000,000
2. Company data = Php228,000,000
3. Customer Usage data =
Php500,000,000

17. 6a. Show how product looks
vs. competition
Product shot 1
of direct competitors

18. 6b. What do you experience when
choosing Victoria’s Secret Body
Mists…
*Experience the luxury of fragrance.
*Refreshing formula is infused with
conditioning aloe vera and calming
chamomile.
*Spray on for a sexy touch of scent

19. 6b. Victoria’s Secret Fantasies
Fragrance mists have 15 different
scents:
1. BE SEDUCED 9. PEAR GLACE
2. LOVE SPELL 10. WILD SCARLET
3. PURE SEDUCTION 11. LOST IN FANTASY
4. STRAWBERRIES AND 12. ENDLESS LOVE
CHAMPAGNE 13. RAVISHING LOVE
5. VANILLA LACE 14. SECRET CHARM
6. AMBER ROMANCE 15. MANGO TEMPTATION
7. COCONUT PASSION
8. SHEER LOVE

20. 7. Price- Brands focus on a mix of
quality and pricing to create
attractiveness to customers
 VS Mists(250mL) are sold at 500 pesos in
Watsons
 The Body Shop regular Mists(100mL) are
sold at 795 pesos in all branches
 Ever Bilena Mists(250mL) are sold at 250
pesos and small Mists(90mL) are sold at 150
pesos in Watsons

21. 7. Price- Body mist prices vary from
Php1000-Php7950 per Liter
 VS Mists are sold at 2000 pesos per Liter
 The Body Shop Mists are sold at 7950 pesos
per Liter
 Ever Bilena Mists are sold at 1000 pesos per
Liter or 1667 pesos per Liter.

22. 7. Price Conclusion:
Victoria’s Secret mists are 75% cheaper than
The Body Shop Mists and 20% or 100% more
expensive than Ever Bilena mists.
Relative prices vs. VS mists
Size VS TBS EB
250mL 100% 400% 50%

23. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
1 2
3
5
6 4

24. 8a. Samples of Promo
Samples
This can be in multiple slides

25. 8a. Samples of Promo
Samples

26. 8a. Samples of Promo
Samples:
Wholesaling
Buy 25 pieces or more and get free
shipping
Buy 50 or more and get extra 5% OFF

27. 8b. Competitor promo
Ever Bilena:
http://www.youtube.com/watch?v=0zvRXn9FE24
http://www.youtube.com/watch?v=0zvRXn9FE24
The Body Shop:
http://www.thebodyshop.com.ph/Index.php

28. 9. Victoria’s Secret is sold
nationwide
 Mists are sold at all Watsons branches,
 Other Malls such as Cash & Carry
 Commonly sold online through E-
Commerce websites by individuals who
often travel to the US.(such as ebay.ph,
sulit.com.ph and etc.)
http://stores.ebay.ph/rodeo-drive2007/_i.html?_nkw=secret+mist&submit=Search&_sid=584631916

29. 10. The generic winning
strategy used by Victoria’s
Secret
Differentiation plays a major role in the
strategy used by Victoria’s Secret