1. Jenna Vermont ● Mouna Zaghdoudi The University of Tampa FYW 102
Mass Marketing Vs. Niche Marketing: Victoria’s Secret Vs. Louis Vuitton
Jenna Vermont ● Mouna Zaghdoudi
The University of Tampa
FYW 102

2. Overview • Definition of mass and niche marketing
• VS as an example of a mass marketer
• LV as an example of a niche marketer
• VS marketing strategy / LV marketing strategy
• Conclusion
• References
• Contact info

3. Mass Marketing

4. What is Mass Marketing?
An attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media.

5. Niche Marketing

6. What is Niche Marketing?
www. Business dictionary.com
Small but specific and well defined segment of the population.
Being a big fish in a small pond instead of being a small fish in a big pond.
Also called micromarketing.

7. Mass Marketing- Example

8. Brand Overview
Part of Limited Brands Incorporation – which also includes Bath & Body Works, La Senza, and Henri Bendel
There are more than 1,000 stores throughout the US & Canada
Victoria’s Secret is known for quality bras, panties, and lingerie.
The brand has extended into hosiery, fragrance, apparel, swimwear, workout attire, and even beauty products.
Originally VS was directed at middle aged women. However, the creation of the line Pink is targeted at a younger college aged audience

9. 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. (

10. Niche Marketing - Example

11. Company Overview A trunk-maker in Paris since 1854
Became a legend in the art of travel by creating luggage, bags and accessories as innovative as they were elegant and practical.
Now active in other creative spheres: ready-to-wear, shoes, watches and jewelry.
Named the world's most valuable luxury brand for six consecutive years (2006–2012).
Louis Vuitton today boasts 17 production workshops, an international logistics center, and exclusive shops worldwide.
LVMH Moët Hennessy, a French multinational luxury goods conglomerate, headquartered in France.

12. Mission Statement
“Represent the most refined qualities of Western "Art de Vivre" around the world.”
Be creative and innovate
Aim for product excellence
Bolster the image of their brands with passionate determination
Act as entrepreneurs
Strive to be the best in all we do

13. Niche Vs. Mass

14. Victoria’s Secret’s Marketing Strategy

15. VS Pink Line
This line is targeted for a younger college aged audience.
Uses crazy prints, sequins, bright colors
Catchy phrases
Apparel, Bras, Panties, Bedding, Bags, Swimwear, Workout Attire, Beauty, School Supplies, etc.
NFL & MLB Collection
Collegiate Collection

16. Semi-Annual Sale Twice a year there is a blowout sale where all the
products are marked down
Usually in January and June

17. Fashion Show Every year there is a televised fashion show
for the brand, with
outrageous costumes
showcasing some of
Their products
Starring the Victoria’s Secret
Angels
Always have hit performers –
Last year included
Justin Bieber, Rihanna, and
Bruno Mars

18. Promotions Victoria’s Secret is always running special promotions
Every time you shop an associate will ask you for a telephone number or address to track your spending. By doing so, you can receive special offers
-Examples - Free Panty Coupons, $10 Off a Bra, Spend $75 Get a Free Tote

19. Strengths
Victoria’s Secret does a great job of utilizing social media platforms
Twitter, Facebook, Instagram, Pink Nation App
s, Texts
Commercials
Besides the stores themselves, Victoria’s Secret has an online store and catalogues which carry all of the products with a larger variety.
Included in these are also the addition of footwear of familiar brands such as Steve Madden, UGG Australia, Jessica Simpson
Victoria’s Secret mails out 400 million catalogues every year

20. Louis Vuitton’s Marketing Strategy

21. Target Audience

22. Conclusion
VS even though they have a mass marketing it is not completely abroad. Like Louis Vuitton they need to consider other emerging countries such as Tunisia.
On the other hand, even though Louis Vuitton is adopting a niche marketing strategy, they are increasingly trying to expand their target population by manufacturing more “Masstige” products.

23. References
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Company overview

24. Contact Info
addresses:
Phone numbers:
Mouna (813)
Jenna (727)
Blogs:
Mouna
Jenna