Planning Integrated Plan Promotion: Victoria Secret - Case Study Example

Summary Victoria secret the largest retailer initializes a breast cancer research project that goes through brand analysis and event analysis of their products and financial statement on the markets since they begun. It also covers the integrated business plan for the event of how to organize the event and basically the purpose of the event. To make sure that the event is organized well the audience analysis is taken to determine if people will attend the event. It also goes ahead to analyze what will attract the audience and welcoming them to the planned event stating its main purpose. Other activities that will be available in the largest music festivals are displayed moreover the date of the event is set and the assurance is made that the event will be present. Male and female superstars who have confirmed their presence are presented with bands in the front line to bring adventure in the party. Several important guests are mentioned and sponsors who will support the event, in addition the planning strategies are also mentioned and how they will coordinate. The main purpose of the event is to give help to the society which comes with precautions such that people have to come together to discard some kind of terror diseases affecting the society. The event also creates awareness of the causes and affects of breast cancer and cancer it general. Victoria secret Brand Promotion Event analysis Victoria secret is one of the largest retailers in American selling womenswear like lingerie and beauty products. Due to its position in the market, they have decided to honor the society and its clients all over the world by organizing one of the largest music festivals in the world history. The main purpose of the event is to support and prevent cancers infection to the community thus the event will focus on raising funds towards the breast cancer research that will be undertaken by the company (Victoria’s Secret, 2015). The event will also include creating awareness of the causes and precautions of cancer in general. With this is mind, the result of the cancers research will help find the right cure for breast cancer affecting its customers since some of them have been affected by the disease. In view of these, there will be the most recognized artists, comedians and music bands inline to perform in the event (Festivals and events, 2015). Furthermore, other activities like modeling show casing victoriasecret products, swimming, fast foods and drinks, musical sounds, free breast cancer screening, Victoria secret product will be sold at an offer and medical checkup by professional doctors. Brand analysis With responsive nature of Victoria secret brand, it has taken the market by offering quality, cheap and affordable products in a fashionable style. Victoria secret offers an annual discount of up to 50% of cover ups to its clients (Victoria’s Secret, 2015). It offers product like Bras, Panties, Beauty products, swimming wear, sweaters and Bikinis besides offering free shipping on international orders. Their online marketing and orders direct from their website have made them make indomitable profits of about of $7 million a year. This position makes the brand to be influential in the any given society both locally and internationally. One of the Victoria secrets Pink store. Victoria has about 1,100 malls and pink shops based in US, Canada and UK. On their 2014 annual report which ended on January 2015 which recorded an annual increase of 4% compared to the other financial years. With the increase in growth the Pink brand hence boosts their sales. Notably, the brand compelling nature will drive sponsors, more participants, artists, bands and other activities to this event. Audience analysis The event will be able to hold all kinds of audiences from men to women and adults to children of all kinds. However, it is certain to imagine that ladies are expected to be more in the event because the company sales more of ladies wear. Victoria secrets expect not only ladies but also men of dignity who would want to support the society and making it better and better. Victoria secret welcomes all kind of people and it is certain to say that the event will be attended by a multitude of people from all corners of the word with experts in various fields. Nonetheless, many people have resolved to back the project, hence few will dare to miss one of the globe’s largest music festivals. The date at which the event is fixed is appealing to all people for there will not be numerous involvements in that day as well as at the venue such that many people will be available for the event. Band analysis With the best artist in line for one cannot afford to miss the event; Music female stars and fashions like Nicki Minaj, Rihanna, Beyonce, Kim kardashian, Maddona and lady gaga. Male stars embrace Chris Brown, Drake, Sean Paul, Akon and Rick Ross. In addition music bands with hottest bands will be take the front line like Walk the Moon, Imagine dragons, Van Halen,Fall out Boy, Maroon 5 and the Eagles. On stage also are breast cancer survivors who will grace the occasion with their own experience about breast cancer like Christina Applegate, Diahann Carroll, a former First lady of New Jersey Mary Jo Codey, and Cynthia Nixon who has been infected by cancer. Americas most talented ladies will also grace the occasion that is Tyra Banks and Oprah Winfrey.Above all, coordination and corporation with other companies who offer different services are also incorporated in the event. Event details The largest music festival will be on a weekend that is Saturday to avoid inconveniencing people who work that is on 7th July 2015 from 6pm in the evening until Sunday midnight. Parents, couples, children and family are invited because all activities concerning each age group are in place for the days. It is advisable for kids to come with a pair of cloths in that they may changes for the next day, moreover, swimming pools will be available hence costumes are recommended. With the event in mind competitions and awards will be provided for winners, models are required to come while prepared, security shall be maintained at the highest level thus any suspicion shall be handled accordingly and nevertheless participants should came knowing that it is about promoting the breast cancer research project. Advanced ticket will be issued bearing in mind that they are non refundable incase of any misfortunes and it is the only way to access the venues likewise one may purchase anew ticket along the same venue. Sponsorship analysis Sponsors are also one of the most fundamental things as far as projects are concerned. Projects which have been successful in the past have had great sponsors who are committed to ensure a successful project otherwise projects do fail before they are accomplished. Therefore, Victoria secret has partnered with both local and international sponsor to enable the success of the event. Local sponsors Victoria secret has partnered with the following companies to support the project;Ochsner Health System who will be able to provide for equipments which will be used in the event and also used in the research program in research labs. United Healthcare is also one of the largest local providers of healthcare in America thus will integrate to make sure individual receive quality screening during the event, additionally it will also provide with advanced research environment for the project.Iberial Bank and Touro infirmary will also take part in the corporation and provide security to the event and also cover some activities in the project. International sponsors Partnership between Victoria secret and Coca Cola Company will provide the event with the modern feeling of enjoyment and great participation. The Coca Cola Company will benefit by selling and advertising their products thus gaining more and more stability in the drinks market. The audience who are Coca Cola funs will find it more appealing if the company also has participated in the music festival. The USAID Company which is internationally known for its sponsorship of issues affecting the society more over its support is genuine. Its ability to promote breast cancer project is among its list of terror thus its will benefit more. The Barclays Bank is one of the largest banks in the world hence its participation will show seriousness in the project. Despite the fact that a Barclays bank deal with commercial events does not mean that it cannot sponsor any other event. Significantly, the bank will benefit such that it will be able to advertise its services and product in the music festival adventure thus its clients will also gladly participate in the event. Forbes is one of the largest fast foods in China and the world has also partnered with Victoria secret to sponsor the event. The company will benefit from selling all its foods in the two day event thus all its clients will gladly attend the music festivals. Selling sponsorship Having the list sponsors ready each sponsor will take part in the advertising effort to make sure that all sponsors are given the best opportunities to take part in the event preparation (Solomon, Duke Cornell & Nizan, 2009) . Therefore, with the best sponsors each will be able to take action and effort to create awareness on behalf of Victoria secrets to their clients to inform them of the event. Promotional efforts In order for all the sponsors to participate, each one will initiate an advertising platform on behalf of their products and services that will be offered on that day. Furthermore, all sponsors will be required to also create awareness and give invitational cards to their esteemed customers. By doing that it is certain that a large number of people will come to the event. Public relation effort The relationship with public in the act of unlashing any kind of an event is essential towards creating awareness to the public. However, this kind of effort mostly requires strategies which fit the project event. The strategies are divided into two that is the proactive strategy and reactive strategy. Proactive strategy The Victoria secret in partnership with service providers in United state of American have designed a system that will be able to communicate and send signal to the support team in case of any problem during the event (Solomon, Duke Cornell & Nizan, 2009). In addition, that kind of a system will also be able to connect to all people through their mobile phone to be able to create awareness of the event and also initiate the direction of the event as well as reporting problems to the authority. With the help of this kind of approach the project is overseen to be of a success. Reactive strategy With the event in mind a reactive strategy will not be left behind such that problems which are anticipated should arise are taken care of. This kind of approach give the audience assurances of the security incase anything arises. Recommendations In order for the success of the project by Victoria secret all the plans must organized and followed to the latter. It is the responsibility of all the sponsors and other small participants to actively play their role to the best of the required standards. Each company which is taking part in the event should make sure their work is done and prepared one day before the event. The management is responsible for any problem that arises such that all measures should take care of in advance to stop certain failures. Responses In case on any negative outrage towards the event, Victoria secret will forward complains to the committee thus handle accordingly. However, some negative influences must be ignored because they hinder the committee from performing its duties. Local and International sponsors are recommended to act on behalf of the Victoria secret in delivering their duties towards the occasion. Conclusion The quest to end breast cancer dominance deaths start with you and me, it is therefore the responsibility of any person to take part in project that try to build the society at large. It should be noted that the event is not only for enjoyment but also to contribute towards the research and perhaps finding a more affordable cure for the disease in general (Festivals and events, 2015). The ability to end certain types of terror diseases with has increased mortality rate begins with all of us. Furthermore, the plan to hold one of the biggest music festivals in the world is to facilitate the breast cancer research and create awareness to the public its causes and precautions of how to avoid it. References Festivals and events. (2015). Corporate Sponsorships, Fair, Festival & Event Promotion Handbook, planning a successful event. Retrieved from Solomon, M, Duke Cornell, L, & Nizan, A. (2009). Launch! Advertising and promotion in real Time. [Irvington, N.Y.]: Flat world Knowledge. Victoria’s Secret. (2015). Victoria's Secret Semi-Annual Sale 2015. Retrieved from Read More