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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.

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