Body Shop presentation

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  • May – step 1
  • May – step 2 The public (Twitter Image) supports out thesis that The Body Shop faces a credibility and value issue – however visibility is not an issue.
  • David– step 3
  • Kat – step 5
  • Nat step 6
  • David – step 7a
  • Nat– step 7b
  • Nat– step 7c :both corporate news and product news

Transcript

  • 1. studythisblog.wordpress.com
  • 2. S W O T  Strong (CSR) brand identity  Extensive CSR program  Firstmover brand advantage  Able to draw from L’Oreal economies of scale and experience curve  Own retail network  Owned by L’Oreal and is thereby connected to their none-ethical image  High seasonality in sales (Christmas)  Increasing doubt and mistrust about CSR  Increasing preference for ecological and ethical products  Growing men’s cosmetic market  Economic recovery in sight Credibility issue
  • 3.
  • 4. Key Publics
    • Enablers, (NGO's and Opinion Leaders)
    • - Address the credibility issue
    • - Target their communication towards opinion leaders, instead of the customers/ consumers
    • - Risk of negative communication
    • - Solid brand equity
  • 5. Action/Response strategies - the CSR credibility issue:
    • Proactive strategies ?
    • Action tools
      • Alliances and coalitions Sponsorships
      • Active role Passive role
    • Communication tools
      • 1. Get publicity simulate third-party endorsement
      • 2. Transparent communication, all external communication
  • 6. Message strategy
    • Kinds of celeb spokesperson:
      • Endorsement deal
      • Ambassador for projects
      • Hire celebrity as “Creative executive”
    • One of the core elements is The Body Shop’s CSR Programs, ideal to use an ambassador – voluntarily.
    • Message structure: “We could do it better”-strategy.
  • 7. Interpersonal Communication Tactics
    • ICT through digital media
    • - Directly response from a personalized character
    • - More serious and trustworthy
    • - 'Down to earth'-communication
    • Social digital platform, Facebook
    • - Personalized executives profiles
    • - Award the best comment, idea, solution etc.
    • - Firstly, implementation of the idea.
    • And secondly some kind of status
    • Secure suitable level op participation
    • - Beta-version among members club
    • - Indicate acceptance
  • 8. Organizational Media Tactics
    • Digital media  social media
    • Make their traditional report interactive, connected to Facebook, Twitter or other social media.
    • Involvement of the public:  larger credibility, trough different kinds of online features or an application to Smartphone's that include two-way-communication
  • 9. News Media Tactics:
    • Twitter is an ideal forum to post news from The Body Shop  (ideal for all kinds of news)
    • Create a possibility for the Body Shop to create a more personal angle to the message
    • Product and campaign news: Facebook and an app could be used to publish news about the campaigns and products.