Comany Analysis
- Submitted by: dlwilliams
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- Category: Other
- Date Submitted: 01/07/2013 01:39 PM
- Pages: 4
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Company Case-Victoria’s Secret Pink: Keeping the Brand Hip |
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In our lesson we learn the buyer decision process had five stages. Those stages are need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. It is suggested that the buying process starts long before the actual purchase and continues long after (Kotler/Armstrong, 13ed, pg 153). The buyer decision of a typical Pink customer skips from the need recognition to the purchase decision. This is done when the customer has identified a need/want for the product and decides to purchase without any further needed research or evaluation of the product. During the last stage of the buyer decision process the customer may experience cognitive dissonance. The text defines this as “Buyer discomfort caused by postpurchase conflict” (Kotler/Armstrong, 13ed, pg 155). The consumer may be happy with their purchase but may not be sastified with the drawbacks of purchasing the product.
The Pink brand is supposed to appeal to the consumers ages 18 to 30 years of age. However, the brand has appeal to consumers as young as 10 years old and those older than 30. The brand is not geared to be sexy as other products in Victoria Secrets stores. The brand is geared to be fun and playful which is why it is appealing to the younger generation. Setting boundaries on the brand may hurt the company revenue. This is because when the brand is marketed it is not geared for younger children. It is mostly marketed to college students and young adults. It is up to the parents of the younger children to decide if they want to allow their children to purchase these products from Victoria Secrets.
The attitudes towards Pink can be both positive and negative. The positive attitude comes from consumers who purchase the brand. The things that appeal to them and their attitude is that the brand is fun and flirty. It is hip and casual and not meant to sexy....
Company Case-Victoria’s Secret Pink: Keeping the Brand Hip |
|
|
In our lesson we learn the buyer decision process had five stages. Those stages are need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. It is suggested that the buying process starts long before the actual purchase and continues long after (Kotler/Armstrong, 13ed, pg 153). The buyer decision of a typical Pink customer skips from the need recognition to the purchase decision. This is done when the customer has identified a need/want for the product and decides to purchase without any further needed research or evaluation of the product. During the last stage of the buyer decision process the customer may experience cognitive dissonance. The text defines this as “Buyer discomfort caused by postpurchase conflict” (Kotler/Armstrong, 13ed, pg 155). The consumer may be happy with their purchase but may not be sastified with the drawbacks of purchasing the product.
The Pink brand is supposed to appeal to the consumers ages 18 to 30 years of age. However, the brand has appeal to consumers as young as 10 years old and those older than 30. The brand is not geared to be sexy as other products in Victoria Secrets stores. The brand is geared to be fun and playful which is why it is appealing to the younger generation. Setting boundaries on the brand may hurt the company revenue. This is because when the brand is marketed it is not geared for younger children. It is mostly marketed to college students and young adults. It is up to the parents of the younger children to decide if they want to allow their children to purchase these products from Victoria Secrets.
The attitudes towards Pink can be both positive and negative. The positive attitude comes from consumers who purchase the brand. The things that appeal to them and their attitude is that the brand is fun and flirty. It is hip and casual and not meant to sexy....