Victoria Secret: Brazil

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 

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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

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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

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Women › Ages 15-50

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Locations › Sao Paulo › Rio de Janeiro

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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

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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

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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 