MKT101CaseStudy - CASE-STUDY VICTORIAS SECRET PINK KEEPING...

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CASE-STUDY VICTORIA’S SECRET PINK: KEEPING THE BRAND HOT 1. Analyze the buyer decision process of a typical Pink customer. The first stage of the buyer decision process of a typical Pink customer is the need recognition. The customer realizes that she needs new underwear, sleepwear or loungewear. This need can also be activated by marketing efforts, indeed there is Pink advertisement everywhere (newspaper, magazine, television, internet, etc.) and after seeing one of them the customer wants new pieces of clothes and it becomes a need. The second stage is the information search; the costumer is around to search more information about her future purchase. She might be thinking about what kind of underwear she is going to buy, and she can ask her friends or her mom for advices. She would most likely ask advices to people that already bought clothes in a Victoria’s Secret store. The third stage is the evaluation of alternatives; the customer is evaluating other brands, other prices (it could be Aerie, American Eagle’s sleepwear brand). However, once a customer buys a Pink item, she will probably buy again in the same brand so that stage is less likely to occur.
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