CSR _Case Study_The Body Shop

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CSR _Case Study_The Body Shop

  1. 1. Corporate Social Responsibility Case Study: „The Body Shop“Corporate Social Responsibility Case Study: „The Body Shop“
  2. 2. Corporate Social Responsibility Case Study: „The Body Shop““If you do things well, do them better. Be daring, be first, be different, be just.” (Anita Roddick)05.06.2012 Fabio Ziemßen 2
  3. 3. Corporate Social Responsibility Case Study: „The Body Shop“I OverviewII CSR – Today – Definition – DevelopmentII.I CSR - StrategyIII The Body Shop – History - FactsIII.I The Body Shop – CSR StrategiesIIII Summary & Conclusion
  4. 4. Corporate Social Responsibility Case Study: „The Body Shop“II CSR- Today Why… …have 58% of companies world-wide implemented environmental management systems? …are in 2006 US- American Companies invested over 12 billion dollar in charitable Aktivities … provides for example Starbucks health insurance for all employees working 20 hours a week and up? … were in 2008 over 7.5 million producers and their families benefiting from fair trade funded infrastructure, technical assistance and community development projects?
  5. 5. Corporate Social Responsibility Case Study: „The Body Shop“II CSR- Definition Corporate Social Responsibility… … encompasses the economic, legal, ethical, and philanthropic expectations placed on organizations by society at a given point in time.” (Carroll und Buchholtz 2002) Social Economical Enviromental Responsibility Responsibility Responsibility
  6. 6. Corporate Social Responsibility Case Study: „The Body Shop“II CSR- Development Companies : – too powerful – practicing antisocial – anticompetitive practices – profit-oriented through the supply chain – Irresponsible (social, environmental, economical) Consumerism Civil rights Labour movement Movement Environmentalism
  7. 7. Corporate Social Responsibility Case Study: „The Body Shop“II.I CSR- Strategy Offensive Strategy Defensive Strategy • Effective & • minimization of “Risk of Attack” aggressive Communication • balance between • Innovative CSR Stakeholders an public expectations Implementation and Integration • “License to Operate” • “ CSR as USP” i.E.: Nike, H&M i.E.: Marcs & Spencer
  8. 8. Corporate Social Responsibility Case Study: „The Body Shop“II.I CSR- Strategy 1. Corporate Philosophy • Corporate Behavior 1. Corporate Philosophy • Corporate Design (Values & Issues) • Corporate Communication • Corporate Culture 2. Product & Processes • Sustainable Supply Chain Management • Footprint Analysis • Innovative Change Management 3. Communication • Ethical Marketing- and 3. Communication Communication strategies (PR & Advertisement) • Public Relations 2. Product & Processes (Agenda Setting & Building) (Sustainability & Footprint)
  9. 9. Corporate Social Responsibility Case Study: „The Body Shop“III The Body Shop 1976 2009 The Body Shop – A pioneer in CSR- Management ?
  10. 10. Corporate Social Responsibility Case Study: „The Body Shop“III The Body Shop- History • 1976 Foundation, Brighton, England by Anita Roddick • 1978 Implementation of Franchises • 1990 The Body shop increases a charity found • 2006 The Body Shop agreed a £652m sale to L’Oreal
  11. 11. Corporate Social Responsibility Case Study: „The Body Shop“III The Body Shop- Facts • 2400 retail stores • 61 countries • 1000 products • Sells a product every four second • Second most trusted brand in UK • 28th top brand in U.S • 27th most respect The Body Shop – Customers in the world Company-owned Stores • Headquarters Littlehampton, The Body Shop Franchisees Customers England, United Kingdom The Body Shop@Home • 600 Million Sales E-Commerce Channel Customers
  12. 12. Corporate Social Responsibility Case Study: „The Body Shop“III.I The Body Shop – CSR Strategies 1. Corporate Philosophy (Values & Issues) 2. Product & Processes (Sustainability & Footprint) 3. Communication (PR & Advertisement)
  13. 13. Corporate Social Responsibility Case Study: „The Body Shop“III.I The Body Shop – CSR Strategies 1.Corporate Philosophy (Values & Issues) • Values (Since 1976) : • Against animal testing • Support community trade • Activate self esteem • Defend human right • Protect our planet • Corporate Culture as USP/Lifestyl. • Internal Instructions about Corporate Philosophy • Franchise as Idea-Supporter
  14. 14. Corporate Social Responsibility Case Study: „The Body Shop“III.I The Body Shop – CSR Strategies 2. Product & Processes (Sustainability & Footprint) • Community Trade - Founded 1991 - "Trade Not Aid" initiative – "creating trade to help people in poor regions utilize their resources to meet their own needs" - paper factory in Nepal - soap factory in Glasgow • Forest(stry) Stewardship Council (FSC) • Packaging recycling & renewable materials • Sustainable sourcing
  15. 15. Corporate Social Responsibility Case Study: „The Body Shop“III.I The Body Shop – CSR Strategies 3. Communication 1986 1990 1995 (PR & Advertisement) • Supporting environmental and social organizations (i.E. Greenpeace, UNICEF, PETA) Through • web & store based surveys 1997 2000 2007 • asking for feedback on ideas UCP (Unique Communication Proposition) • = Fight for a better World! • i.E. “Love Your Body”
  16. 16. Corporate Social Responsibility Case Study: „The Body Shop“IIII Summary & Conclusion Summary - Social and environmental values integrated since foundation in 1976 1.Corporate Philosophy (Values & Issues) 2. Product & Processes (Sustainability & Footprint) 3. Communication (PR & Advertisement) Conclusion - The Implementation of CSR Strategies has set new measures - The fear of a reduction of an offensive strategy after the sold out by L’oreal - Effects on Brand image Effects on Buyers Behavior - Effects on L’oreals Corporate Citizenship
  17. 17. Corporate Social Responsibility Case Study: „The Body Shop“Thank you for your attention !
  18. 18. Corporate Social Responsibility Case Study: „The Body Shop“Contact Us http://innovationstorm.wordpress.com/

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