Marketing, plan, advertising, social network, facebook, buyer behavior, consumer behavior, theories, media, u by kotex, analysis, victoria secret
This report examines the concept of social media marketing using Facebook. Victoria's Secret Pink approach to Facebook marketing is thoroughly analyzed in relation to the relevant buyer behavior theories. It also highlights the strengths and weaknesses of Victoria's Secret Pink approach of using Facebook. Similarities and differences between VS Pink and U-Kotex are done by looking through the product characteristics and the target segments, and also their present strategies in Facebook. Proposal for U by Kotex is made by analyzing the opportunities and risks of using a similar approach. Finally recommendations are derived from the overall analysis.
[...] Compared with VS Pink, the personality of U–Kotex are similar in nature. Self-confidence, cool, proactive, innovative; are the main characteristics related to their brand advertisements and promotion. Customer Motivation and Attitude The target customers of VS Pink and U-Kotex use the products to fulfill their basic needs. If VS Pink provide under-wear and fashion clothes, U-Kotex provide to their customers personal care products. Most strong brands go beyond operational advantages and provide some emotional benefits as well to the people and help express them (Aaker & Joachimsthaler 1999). [...]
[...] The advertisement campaigns of these brands have focused on group members as spokespersons to influence the behavior and lifestyle of people. Differences:- Price Expensive products tend to be more differentiated than inexpensive products or higher the price level of product category, greater the amount of external information search (Hawkins, Best & Coney 1986). The products of U-Kotex like tampons, pads and liners are cheaper in comparison with the products being marketed by VS Pink (bras, panties, swim essentials, clothing and accessories). VS Pink being the market leader in the industry values its products much higher than its competitors. [...]
[...] & Coney, K. A Consumer Behaviour: Implications of marketing strategy, 3edn, Business publications, USA Henry, A Consumer behaviour and marketing action, USA, page 527 Limitedbrands 2010, Pink, Limitedbrands, Viewed on 12 May 2010, http://www.limitedbrands.com/our_brands/pink/about.aspx Limitedbrands 2010, Victorias Secret, Limitedbrands, Viewed on 12 May 2010, http://www.limitedbrands.com/our_brands/victorias_secret/about.aspx Mahoney, S Facebook: Victoria's Secret Big with Online Shoppers, Marketing Daily, Viewed on 3 May 2010, http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_ aid=122136 Merton, R.K Continuities in the theory of Reference groups and Social Structure, Social Theory and Social Structure, New York: Free Press, pg 225-275 Neal, M., Quester, J. [...]
[...] Whereas, U-Kotex and its competitors have a similar range of prices for their products. Product Consumers perceive a significant change among brands based on the differences in features, style, and appearance. They engage in a comparatively vast information search for VS Pink (clothing & accessories) rather than U-Kotex because of the difference in their product attributes. Promotion Behavioural Learning theory indicates that promotions can help a brand through increased intimacy and involvement (Rothschild & Gaidis 1981). The promotional activities undertaken by VS Pink include fashion shows, public campaigns, games, parties etc. [...]
[...] Victoria's Secret specializes in lingerie and beauty products. They have been influential around the world with the latest kind, fashion- inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows (Limitedbrands 2010). Victoria's Secret Pink is one of their product range introduced in 2004. The product line is basically targeted at college girls. Products include lounge wear sleepwear and apparels. They named the brand ‘Pink' because it symbolizes the truth of heart, intelligence, and empowerment (Limitedbrands 2010). Victoria's Secret is the only brand exclusively for women which made their mark among the top ten companies on Facebook in terms of their users. [...]
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