1.  
Michaela Polk
February 23, 2012
Period E
MRS. SCHEFFER

2.  Apple – wireless head phone line
 Victoria’s Secret accessory line

3.  Apple – too expensive, technology not developed yet
 Victoria’s Secret – fits the brand, cost efficient

4.  Size of the market: 15.9 Million
 Handbags - $30-95
 Clutches - $15-25
 Watches - $50 - 120
 Potential Sales: approximately 4 million
 Potential Profit (Retail Price – Cost = Profit per unit. Total
Sales – Total Cost = Total Profit)
 Low risk level due to the brand name Victoria’s Secret

5.  Potential Sales: 35% of customers are projected to buy a
handbag from the Diamond line. Since products are not
too expensive they will be popular.
 Potential Profit:
o 65-25= $40
o 357,500,000-137,500,000= $220,000,000

6.  Potential sales: 42% of customers are projected to buy a
clutch from the Diamond line. Since products are not too
expensive they will be popular.
 Potential profit:
o $20-$9=$11
o 133,560,000-60,102,000= $73,458,000

7.  Potential sales: 24% of customers are projected to buy a
clutch from the Diamond line. Since products are elegant
they will be popular.
 Potential profit:
o 85-35= $50
o 305,280,000-133,560,000= $171,720,000

8.  Handbag, Clutch, Watch
 Brand name: Diamond Line
 Brand slogan: Brilliant cut beauty
 Brand logo:

9.  Demographics Psychographics
o 18-28 -Values: health, fitness,
clothing
o female -Attitudes: have to look
good, that brand matters
o $45,000-$55,000 -Lifestyle: works out,
spends time with friends,
likes to shop
o College education -Opinions: Price doesn’t
matter for that brand
o Caucasian -Beliefs: If you look
good you feel good
o White collar
o single Geographic: Urban cities.
New York, LA, Boston, etc.

10.  
Product
Pink
Undergarments - Bombshell
Sleepwear
Women’s clothing
Lingerie
Swimwear
Fragrances
Beauty products
Hair Products
Price
$3 - $90
Place
VS boutiques
VS outlets in malls
VS website
Approximately 1,200 stores nation wide
Promotion
Flyers - mailed
TV commercials – Style, Lifetime, E!, Bravo
Shopping bags
Billboards
Magazine adds – entertainment weekly,
people, cosmopolitan,

11. Demographics
• 16 – mid 40’s
• Female
• High school – college graduates
• Caucasian
• White collar – managers, sale executives
• Single or married
• Also males buying for their
girlfriends/wives
Psychographic
• All clothing matters, make-up and
perfume is a must, being fit
• You look good, you feel good
• Looking good at the gym, eating healthy,
shopping
• Cant buy clothing from just anywhere
• Fashion, looking like a celebrity
Geographic
urban environments
New York, Seattle, DC, LA, Miami, Boston,
San Francisco, Houston, Las Vegas,
Chicago
Population: 20,379,228
• 1,200 stores in the US – more
internationally
Customer Profile

12. Strengths
• Brand recognition world wide
• Powerful advertising – super
models, famous photographers
• New collections presented in annual
runway shows
• Reliable brand – around over 34 years
• Wide range of products – from
undergarments to beauty products and
also fragrances
Weaknesses
• Only target market is women
• Market limited to mainly US and
European countries
• Doesn’t offer wide range of sizes for
different body types
• Clothes aren't made for casual everyday
wear: more elegant and extravagant
• Wide known brand image – may be hard
to start new lines
Opportunities
• Can start to target men - new brand
• Can create a business formal work line
for women
• Can go global – introduce more stores
world wide
• Also expand on the stores in America to
offer all lines
• Can offer more clothing to larger sized
women – create new brand
Threats
• Is largely affected by the economy
• Competition targets men and larger
women sizes
• A lot of other companies offer the same
products – large number of competition,
lower prices

13. Product
Underwear
Sleepwear
Men’s clothing
Swim shorts
Colognes
Hair Products
Price
$10 - $90
Place
XY boutiques
XY outlets in malls
XY website
Approximately 1,200 stores nation wide
Promotion
Flyers – mailed
TV commercials – Style, Lifetime, E!, Bravo
Shopping bags
Billboards
Magazine adds – Golf, Sports Illustrated,
Muscle Mag

14. Demographics
• 18 – mid 40’s
• Male
• High school – college graduates
• Caucasian
• Higher than entry level
• Single or married
• Also females buying for their
boyfriends/husbands
Psychographic
• All clothing matters, being fit, always
trying to get females attention
• You look good, you feel good
• Looking good at the gym, eating healthy,
impressing females
• Cant buy clothing from just anywhere
• Fashion, looking like a celebrity
Geographic
urban environments
New York, Seattle, DC, LA, Miami, Boston,
San Francisco, Houston, Las Vegas,
Chicago
Population: 20,379,228
• 1,200 stores in the US – more
internationally
Customer Profile

15. We will test the Victoria’s Secret Diamond line by making a
limited number of prototypes and let our models test the
products in everyday life.

16.  We will have a televised fashion show specifically for the
launch of our Diamond line.
 Commercials will be launched that show the
elegance, and affordability of our new products. Also on
Facebook and Twitter.
 We will mail out 10% off to customers signed up for an
Angel Card.
 Billboards and other public advertisements .

17.  We will attach a survey on the back of the receipt for
people who buy something from the Diamond line. You
will then be able to go online, take a survey, and get 10%
off your next purchase at Victoria’s Secret.