1 . Assess the buyer decision process of a normal Pink
A normal Pink client goes through a number of stages. It starts
with the customer's recognition that she has to have a specific
product, whether it be lingerie and even sweatpants or possibly a t-shirt.
The next stage will be the data search among several
places offering fashionable and cool items in order to find
out which is the right location to buy. Green will be very easily spotted simply by
likely customers mainly because they can locate very good references
of Lilac products almost anywhere (friends or family members or even the
Internet). Audience will also find a whole lot of attractive
details about Pink items in many forms of advertising,
whether the goods are shown on TV in form of style shows
(as Victoria Secret's products) or in many magazines.
After these kinds of stages, the buyer is going to examine all the
alternatives they have. They will probably compare Red
items with other brands such as American Eagle's Aerie or
Abercrombie & Fitch. However , what differentiates Pink is the fact it
is a sub-brand of the universally known Victoria's Secret, which will
various young girls find quite appealing since they are seeking
toward buy these products when they may be a bit older. The next
stage will be actually buying the product. By this time it will be
pretty easy to buy a Pink merchandise because of all the info
search and comparability with other brands; and also important
for the reason that products fantastic popular in present occasions and
almost every lady has a Green product.
Finally, the final stage is definitely the post buy behavior. That involves
evaluating the purchased products and comparing that with other
products you can have bought rather. It is likely that
customers will probably be really pleased because Victoria's Secret uses
this kind of sub-brand being a gateway to attract customers in buying
Victoria's Top secret when they are old.
2 . Apply the idea of aspirational groups to Victoria
Secret's Pink collection. Should online marketers have restrictions with regard
to this strategy?
The case says that Pink's items target mature women varying
via 18 through 30 years old. This is because women that are
within this age gap actually need these items in their daily
lives. However , women of actually 10 years old are going to Victoria
Secret's stores to get Pink goods. This is impacting young girls
in a bad way mainly because they will wish to mature faster thus they
can get a try of buying Victoria's sexier equipments while they are
a bit more mature.
Entrepreneurs are not doing a good job by setting boundaries
since these seriously young girls who should really be thinking
of princesses and fairytales are already considering going
shopping with their mom's to get sexy items. They are acquiring
the girls' childhoods away.
three or more. Explain how both confident and adverse consumer
attitudes toward a brand like Pink develop? How might
someone's attitude toward Pink change?
Adverse consumer thinking toward a brandname like Lilac may
develop via parents that spend a lot of money annually obtaining
Green products to their teen or perhaps young mature daughters. They could
feel that buying all of them so much Pink products is usually unnecessary.
Confident consumer attitudes toward Red may develop due to the
creation great and longer lasting relationships. One of the
causes of how Pink's marketers make good lasting
relationships is that every 3 of four weeks they start new
products in order to stay " fashion”. Consequently , Pink customers
will never see the same in their Exito Secret shops; they will
always have a great variety of products from which to choose.
Someone's frame of mind toward Lilac might change negatively by
acknowledging that they do not fall within the age range of 18
through 30 years of age....