The Body Shop Presentation PDF

Preview

Summary

Group coursework to choose a company (The Body shop) and explore the following areas:
Company Growth
Market Share
Reputation
Segmentation/targeting
Positioning
Perceptual map
Organisation marketing strategy
Marketing mix
4ps 7Ps...

Description

Introduction ● Our strategy is to be a pioneer in nature-inspired products, personalised service and ethical business. ● Bringing in local people and helping them live sustainably ● A vital element of the Body Shop's World Bio-Bridges Mission involves engaging local people in protecting their rainforest habitats, at the same time supporting them in developing more sustainable ways of living. The organisation will also be scouring the rainforests for new natural ingredients to be used in their products, which represent sustainable sources of income for local people to replace logging and poaching. The Body Shop plans to raise funds and awareness by selling a range of different special edition products. ● brand has always been committed to animal welfare, campaigning against animal testing; it is 100% vegetarian and it supports fair trade through its Community Trade programme ● design is being renovated across all 950 products and over 100 trial-size and travel-size products. The Body Shop is one of the “youngest” brands in the United Kingdom, its historic market, with most consumers under 35 years old(1) . To further increase the brand’s appeal, the packaging Consumers today are looking for more experiences in retail, as well as authenticity and ease of shopping. Many of The Body Shop’s stores are being renovated and redesigned to attract more consumers. In 2016, The Body Shop also launched a new mobile responsive, state of the art e-commerce platform.

At The Body Shop, the Enrich Not Exploit™ Commitment reflects the brand’s belief that business can be a force for good, which means enriching people as well as the planet, its biodiversity and resources, while also developing sustainable and ethical products

The introduction should state what the video is about and you should provide a brief profile of your choice of organisation. Y To dedicate our business to the pursuit of social and environmental change. To creatively balance the financial and human needs of our stakeholders employees, franchisees, customers, suppliers and shareholders. Introduction: This video will attempt to analyse The Body Shops marketing strategy and highlights main events that have lead to its current position. This organisation was chosen due to its prominent ethical issues and the company's dedication to ameliorate environmental conditions and the eagerness to provide products without harming the environment.

● British cosmetics, skin care and perfume company ● Founded in 1976 by Dame Anita Roddick. ● Range of 1,000 products which it sells in over 3,000 owned and franchised stores internationally in 66 countries ● Based in East Croydon and Littlehampton, West Sussex. ● Owned by Brazilian cosmetics company Natura. The company had been owned by the French cosmetics company L'Oréal between 2006 and 2017. In June 2017, L'Oréal agreed to sell the company to Nature For £880 million (September 2017) ● The Body Shop carries a wide range of products for the body, face, hair and home ● Claims products are "inspired by nature" and feature ingredients such as marula oil and sesame seed oil sourced through the Community Trade program

●

The Body shop has experienced an exponential rate of growth: from its first store in 1976 in Brighton, to over 3,200 retail locations across 66 countries. Growth ● 17,000 employees ● more than 3,200 stores in 66 countries and employs 22,000 people, according to its website. ● The Body Shop's results for 2016 show total sales were 920.8m euros (£783.8m), down from 967.2m euros in 2015, which L'Oreal blamed on market slowdowns in Hong Kong and Saudi Arabia. ● The company had been owned by the French cosmetics company L'Oréal between 2006 and 2017. In June 2017, L'Oréal agreed to sell the company to Naturafor £880 million. The deal was approved in September 2017. ● The Body Shop has historically received more attention for its ethical stances, such as its refusal to use ingredients that are tested on animals, its monetary donations to the communities in which it operates, and its business partnerships with developing countries, than for its products. . ● 2017 private equity bidder

Market share ● It initially thrived, expanding rapidly, and by the 1980s was one of the most well-known brands on the High Street. ● In the early 2000s, rivals had caught up, with firms such as Boots, for example, developing similar natural beauty ranges. New challengers such as Lush also emerged, encroaching on The Body Shop's market share.

● The Body Shop lost market share in the late 1990s to product-savvy competitors that offered similar cosmetics at lower prices Reputation ● The social activism dimension of the company first evidenced in 1986 when The Body Shop proposed an alliance with Greenpeace in the UK to save the whales. ● She considered the environmental insensitivity of the industry and traditional views of beauty, and aimed to change standard corporate practices ● "For me, campaigning and good business is also about putting forward solutions, not just opposing destructive practices or human rights abuses" ● The Body Shop instituted pioneering social audits in the mid-1990s, reflecting its avowed practice of trading with communities in need and giving them a fair price for natural ingredients or handcrafts, including Brazil Nut Oil, Sesame Seed Oil, Honey and Shea Butter ● According to The Body Shop, 95% of the company's products contain community traded ingredients ● The Body Shop has campaigned to end animal testing in cosmetics alongside animal cruelty NGO Cruelty Free International since 1989. The company's products are non-animal tested and are certified cruelty-free by Cruelty Free International’s Leaping Bunny Segmentation/targeting

Positioning ● Ethical beauty

Three types of competitors: 1. Beauty cosmetics 2. Bio cosmetics 3. Professional cosmetics Marketing strategies: *reinvent the design of products and shops in order to make them younger and attracting Make people forget that it is a subsidiary brand from Loreal (was) “Haut de gamme” brand with average price

Perceptual map

Organisation marketing strategy Marketing mix 4ps 7Ps

SWOT Strengths: Very well known for ethical standards and natural ingredients Weaknesses: Due to the transparency in the web has led to competitors providing more natural cosmetics at a lower price. Everyone has the “green message” thus putting The Body Shop at the back of the consumers mind. Opportunities: Separate from competition by focusing on ethical beauty and humanitarian issues Threats: Over the last 10 years the market for organic beauty has increased exponentially, with the emphasis of being small and local. This makes the Body Shop seem big and corporate....