OUTLINE OFFICAL OF VICTORIA

SECRET BRAND
(CASE: Perfume)

ABSTRACTS

Reason to choose the topic: Ever since the country of Vietnam implemented a
comprehensive renovation and reform policy in 1989, until now, Vietnam's economy has
experienced a remarkable growth and growth, especially in Ho Chi Minh City. Minh, an
economic leader of the country, is the center of our economy - culture - science and
technology. With the fast growing rhythm of the city, the living standard and educational
level of the people of the city are also increasingly improved, people's lives are increasingly
richer with the needs of beauty and affirmation. style yourself from perfume.
With that development trend, the market has expanded not only domestically but also
expanded overseas to integrate into the general development of the world. Along with the
presence of large companies from abroad is very famous for the brand
perfume in the world, Victoria Secret is still a leading brand development in quantity and
quality of products on the World market and holds a significant position in Vietnam city.
In order to be competitive, survive and develop in such a fiercely competitive environment,
it is required that businesses always update and implement marketing forms for their
products and market research to timely grasp the needs, tastes and assessments of
consumers about their products is an essential and indispensable job in the business
activities of enterprises. Since then, the business has the basis to set up business strategies
so that their products can best meet the needs, consumers' tastes and ultimately achieve the
business goals of the business.
Stemming from the above problem, we conducted research topics: Proposal And
Marketing-Mix Strategy Victoria's Secret Brand (Case: Perfume and Cosmetic) to
improve the competitiveness of Victoria secret.
What is the proposal for the project?
Expand market further and increase market share and consumption volume for Victoria
Secret in Ho Chi Minh City by opening some store in center city.
How do we want to change?
What is effect when the project is conducted?

CHAPTER I: INTRODUCE BRAND BACKGROUND

1. Information of brand : (Foundation, operation process)
2. Business Objectives
3. Victoria’s Secret Product

CHAPTER II: RESEARCH THE ENVIRONMENT & THE MARKET

OF BRAND
1.The Environment of brand
2.Brand positioning in the market
3.The market needs of brand in VN
4. Market segmentation in Vietnam
5. Target market selection
6.Victoria’s Secret competitive Review
7.Indirect competitors
8. SWOT analysis (Strength-weaknesses-opportunities-threats):

CHAPTER III: MARKETING STRAGTEGY

1.Objectives
2.Strategies (marketing mix : Pricing,Products,Promotion,Place)
3.Sales promotion (Advertising,Sale promotion,Personel selling,PR)
4.Customer services
5.Proposal for open store

CHAPTER IV: INVEST IN OPENING MORE STORES

1.Financials,budget

Initial investment when opening Victoria Secret store from 500 million for 40m2 store
model, used for the following expenses:

(1) Đặt cọc thuê mặt bằng

(2) Sửa chữa, trang trí cửa hàng

(3) Trang bị bàn ghế, tủ kệ

(4) Các thiết bị, công cụ, dụng cụ : Máy tính tiền, máy in hóa đơn bán lẻ, máy
lạnh,camera an ninh,, phần mềm bán hàng, chi phí nhân công

Với một số lượng vốn không quá lớn như trên, bạn đã có thể mở cửa hàng văn phòng nhỏ
rồi đấy. Nhớ có cả vốn dự phòng cho ít nhất 3 tháng đầu kinh doanh. Nếu còn không gian
có thể kết hợp với các dịch vụ đi cùng khác.

2.Fixed costs for 1 store

 Price
Categories Amount Unit Unit price Price (VND) Price (TWD)
(USD)
1.Land rent VND 480,000,000 TWD 631,579 $ 20,426
1. Land rent for 1
40 m2 VND 2,000,000 VND 80,000,000 TWD 105,263 $ 3,404
months
2. Land rent for 6
40 m3 VND 2,000,000 VND 480,000,000 TWD 631,579 $ 20,426
months
2. Equipment of
VND 807,900,000 TWD 1,063,026 $ 34,379
store
Desk counter
1 single VND 18,000,000 VND 18,000,000 TWD 23,684 $ 766
cashier
Retail receipt
1 single VND 9,300,000 VND 9,300,000 TWD 12,237 $ 396
printer
Computer 1 single VND 8,000,000 VND 8,000,000 TWD 10,526 $ 340
Poster 10 single VND 500,000 VND 5,000,000 TWD 6,579 $ 213
Speaker 1 set VND 25,000,000 VND 25,000,000 TWD 32,895 $ 1,064
Light for decorate
8 single VND 200,000 VND 1,600,000 TWD 2,105 $ 68
the cabinet
LG air-conditioner 2 single VND 22,000,000 VND 44,000,000 TWD 57,895 $ 1,872
Exhibition counter 4 single VND 25,000,000 VND 100,000,000 TWD 131,579 $ 4,255
Cabinet display 8 single VND 34,000,000 VND 272,000,000 TWD 357,895 $ 11,574
Product display
8 single VND 13,000,000 VND 104,000,000 TWD 136,842 $ 4,426
table
Shelves of product 10 single VND 12,000,000 VND 120,000,000 TWD 157,895 $ 5,106
Uniform Resource
5 set VND 7,000,000 VND 35,000,000 TWD 46,053 $ 1,489
Locator
Telephone 2 single VND 3,000,000 VND 6,000,000 TWD 7,895 $ 255
Table light box 6 set VND 10,000,000 VND 60,000,000 TWD 78,947 $ 2,553
3. Cost of
VND 132,000,000 TWD 173,684 $ 5,617
decoration store
Interior decoration
40 m2 VND 3,300,000 VND 132,000,000 TWD 173,684 $ 5,617
costs
4. Preservation
VND 8,000,000 TWD 10,526 $ 340
fee (10%)
Total VND 1,427,900,000 TWD 1,878,816 $ 60,762
Statistics of fixed costs for the Victoria Secret store in HCM city
 3.Variable costs for 1 store

CHAPTER V: PROJECT IMPLEMENTATION PROCESS

1.The process of using capital
2. Assume revenue and cost

CHAPTER VI: CONCLUDE