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
  • Body Shop presentation

    1. 1.
    2. 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. 3.
    4. 4. Key Publics <ul><li>Enablers, (NGO's and Opinion Leaders) </li></ul><ul><li>- Address the credibility issue </li></ul><ul><li>- Target their communication towards opinion leaders, instead of the customers/ consumers </li></ul><ul><li>- Risk of negative communication </li></ul><ul><li>- Solid brand equity </li></ul>
    5. 5. Action/Response strategies - the CSR credibility issue: <ul><li>Proactive strategies ? </li></ul><ul><li>Action tools </li></ul><ul><ul><li>Alliances and coalitions Sponsorships </li></ul></ul><ul><ul><li> Active role Passive role </li></ul></ul><ul><li>Communication tools </li></ul><ul><ul><li>1. Get publicity simulate third-party endorsement </li></ul></ul><ul><ul><li>2. Transparent communication, all external communication </li></ul></ul>
    6. 6. Message strategy <ul><li>Kinds of celeb spokesperson: </li></ul><ul><ul><li>Endorsement deal </li></ul></ul><ul><ul><li>Ambassador for projects </li></ul></ul><ul><ul><li>Hire celebrity as “Creative executive” </li></ul></ul><ul><li>One of the core elements is The Body Shop’s CSR Programs, ideal to use an ambassador – voluntarily. </li></ul><ul><li>Message structure: “We could do it better”-strategy. </li></ul>
    7. 7. Interpersonal Communication Tactics <ul><li>ICT through digital media </li></ul><ul><li>- Directly response from a personalized character </li></ul><ul><li>- More serious and trustworthy </li></ul><ul><li>- 'Down to earth'-communication </li></ul><ul><li>Social digital platform, Facebook </li></ul><ul><li>- Personalized executives profiles </li></ul><ul><li>- Award the best comment, idea, solution etc. </li></ul><ul><li>- Firstly, implementation of the idea. </li></ul><ul><li>And secondly some kind of status </li></ul><ul><li>Secure suitable level op participation </li></ul><ul><li>- Beta-version among members club </li></ul><ul><li>- Indicate acceptance </li></ul>
    8. 8. Organizational Media Tactics <ul><li>Digital media  social media </li></ul><ul><li>Make their traditional report interactive, connected to Facebook, Twitter or other social media. </li></ul><ul><li>Involvement of the public:  larger credibility, trough different kinds of online features or an application to Smartphone's that include two-way-communication </li></ul>
    9. 9. News Media Tactics: <ul><li>Twitter is an ideal forum to post news from The Body Shop  (ideal for all kinds of news) </li></ul><ul><li>Create a possibility for the Body Shop to create a more personal angle to the message </li></ul><ul><li>Product and campaign news: Facebook and an app could be used to publish news about the campaigns and products. </li></ul>
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