The Body Shop UPM Final PDF

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Download The Body Shop UPM Final PDF

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BABMM

Understanding the Principles of Marketing Reassessment

Overview of The Body Shop The Body Shop was founded by Anita Roddick in 1976[ CITATION Che11 \l 1033 ], in order to take care of her children [CITATION HAI18 \l 1033 ] as a stay at home mother. She manufactured her cosmetic products in her own garage [ CITATION HAI18 \l 1033 ] and was only using natural ingredients that were ethically sourced[ CITATION Che11 \l 1033 ] and she packaged it in recyclable bottles [ CITATION HAI18 \l 1033 ] in the thought of minimizing expenses. The Body Shop is known for its ethical behavior, their products have never been tested on animals [ CITATION CRU18 \l 1033 ] and they fight for ethically accepted behavior around the world. For instance, The Body Shop was the first business to introduce fair trade in the beauty industry[ CITATION Che11 \l 1033 ]. Anita Roddick had a passionate belief that business can be fun, and it can be conducted with love and a powerful force for good[ CITATION Gar11 \l 1033 ]. CSF1 The Body Shop has socially responsible principles which exceeds beyond achieving a higher profit[ CITATION HAI18 \l 1033 ]. In order to create an environmental friendly packaging the body shop uses thinner and lighter packages[ CITATION BOD18 \l 1033 ]. The body shop invests on research and development to make their packaging more environmental friendly and innovative. CSF2 The Body Shop products are made of high quality and cruelty free ingredients [ CITATION HAI18 \l 1033 ]. The body shop is inspired by body rituals among the women around the globe[ CITATION BOD18 \l 1033 ]. Even with the higher expenses from spending on quality ingredients and paying their suppliers through fair trade scheme they are able to make profit as the demand keeps rising from the ethical consumers. Segmenting the Market

When segmenting the market, it is important for The Body Shop to determine the type of consumers that will be interested in their beauty products[ CITATION Bha18 \l 1033 ]. There are four main ways to segment a market which is, demographic, behavioral, psychographic and geographic market segmentation. Demographic market segmentation sorts the market by elements such as age, gender, income, religion and etc…[ CITATION Bha18 \l 1033 ]. This is the most common and simple method of segmenting the market. Behavioural market segmentation sorts the market according behaviour, usage and decision making patterns[ CITATION Bha18 \l 1033 ] such as purchase, consumption and usage. Behavioural segmentation can be used during festive seasons like Halloween, Christmas or Eid. Meanwhile, Psychographic market segmentation is quite similar to behavioral segmentation. It sorts the market by lifestyles, values and opinions of the market. Geographic market segmentation divides the market according to the needs of people on the basis of where they are located[ CITATION Bha18 \l 1033 ], their culture and the weather is also considered. The most suitable type of market segmentation for The Body Shop is Psychographic Segmentation as their products are luxurious and not everyone can afford it. Ethical consumers are likely to choose their products as The Body Shop is well known for doing the right thing. Nonetheless, being ethical can cost The Body Shop a lot of money thus, increasing their costs and forcing them to increase their prices. Demographic Market segmentation is not suitable for The Body Shop because they not only aims to provide for female consumers, they target male consumers as well since caring for one’s skin and body is not a concern for a particular gender, age or religion[ CITATION BOD18 \l 1033 ]. To pamper men, The Body Shop has a great range of products starting from perfume to shaving cream and many more. In Addition to this, Behavioral market segmentation is more suitable for the smart phone industry as it offers various options and consumers can select what they like the best out of these options. This is also more suitable for a niche market. Geographic market segmentation will not be useful for The Body Shop thus; it is not the most suitable out of the four ways of segmenting the market. The Body Shop has their outlets around the world yet all their products are vegan and

cruelty free therefore, they will not have to make any adjustments according to where their outlets are. Marketing Mix 1. Product The Body Shop provides their consumers with numerous products. Their product range consists of Soap, Shower gel, hand cream, bath gloves, black head remover, facial flannel, cleansing wipes and many more. They have each product with different ingredients and scents to make it appealing for consumers. All their products are vegan and cruelty free as mentioned earlier. 2. Price When it comes to price The Body Shop’s price ranges between $6 to $40. The Body Shop is considered to be a high end product with its quality products and ethical behavior. Being ethical results in a surge in The Body Shop’s costs. Therefore, they sell their products at a high price to attract ethical consumers who would buy cruelty free products regardless of their price. They do not change their price in their outlets around the world. 3. Place The Body Shop distributes their products through online stores around the world as well as their outlets globally. The Body Shop owns 3049 stores internationally in 66 different countries. They have the greater advantage of having their own chain of stores as a manufacturer thus, they will be able to gain all the success obtained by these stores. Consumers can access and order their favorite products from the online store of The Body Shop in the convenience of their home 4. Promotion On their website The Body Shop provides their consumers promotions like buy two get one free and also they cut half the price off of some products in order to escalate demand for the products. The Body Shop offers great promotional deals during the festive seasons. During Christmas The Body Shop has Christmas gift sets worth just $25 which can bring a smile on any Body Shop crazed consumer. They also promote their products as vegan and cruelty free products. The Body Shop was adamant to

promote their products without making women feel bad about themselves, thus, they do not hire the stereotypical models of western standards[ CITATION BOD18 \l 1033 ]. They also push the limit of corporate social responsibility[ CITATION HAI18 \l 1033 ] 5. People Staffs of the company is their greatest asset hence, keeping them motivated can be an objective of The Body Shop that they can focus to achieve. Consequently, giving the employees financial and non-financial benefits can encourage these employees to achieve beyond what they thought they could achieve. Having the knowledge about the business they are working at and the values of the business can inspire and give the employees the satisfaction of being involved in a good cause hence, stimulating their efficiency The employees of the body shop are passionate and share the same principles as the body shop as a result

6.

Process The Body Shop provides their consumers with the best service they can and gives

special attention to each and every customer. Till they buy the product the staffs help to clarify any doubts regarding the product the consumer has. After the product is purchased The Body Shop is always open for consumer’s feedbacks whether it is online or in one of their stores.

7. Physical Evidence The Body Shop stores colorful and can attract people walking by their stores. All the products are outlaid properly and aesthetically pleasing for the consumers. Most stores are spacious and smells of different fruits and ingredients used in the Body Shop products creating a calm and relaxing environment for the consumers. Therefore, consumers tend to buy The Body Shop’s products as they assume to have the same experience or better with these products.

CONCLUSION The main reason companies like The Body Shop choose to target a market segment is so that they can create custom marketing mix for the chosen target market. The Body Shop may find it excruciating to survive in this competitive market by targeting everyone, even the people who does not desire such products. Segmentation allows the company to cut down their costs by eliminating the amount of money wasted to make products for people who does not prefer The Beauty Shop’s products[ CITATION Lyn11 \l 1033 ]. Therefore, The Body Shop can cater the exact requirements of their consumers resulting in higher profit and satisfied consumers. Segmenting the market helps companies like The Body Shop to set a price for their products and how to promote their products according to the requirements of their consumers. This will also encourage word of mouth marketing thus, increasing brand loyalty and brand image of The Body Shop Reference Anon., n.d. BODY SHOP - CASE STUDY. [Online] Available at: https://shaafiu.files.wordpress.com/2011/05/body-shop1.pdf [Accessed 09 12 2018]. Anon., n.d. CRUELTY FREE AND FOREVER AGAINST ANIMAL TESTING. [Online] Available at: https://www.thebodyshop.com/en-gb/about-us/against-animal-testing [Accessed 09 12 2018]. Bhasin, H., 2018. 4 types of Market segmentation and how to segment with them?. [Online] Available at: https://www.marketing91.com/4-types-market-segmentation-segment/ [Accessed 7 April 2019]. Chesters, A., 2011. A brief history of The Body Shop. [Online] Available at: https://www.theguardian.com/fashion/fashion-blog/2011/nov/21/brief-history-of-bodyshop [Accessed 10 12 2018]. Garner, S., 2011. Entrepreneurial inspiration – Anita Roddick and The Body Shop. [Online] Available at: http://canadianentrepreneurtraining.com/entrepreneurial-inspiration-anita-roddick-andthe-body-shop/ [Accessed 09 12 2018].

Hailani, S., n.d. Key Factors Contributing to the success of the business.. [Online] Available at: http://usahawanb-bodyshop.blogspot.com/2011/11/key-factors-contributing-to-successof.html [Accessed 09 12 2018]. Lynn, M., 2011. Segmenting and Targeting Your Market: Strategies and Limitations. Cornell University School of Hotel Administration, pp. 1-14....