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Presentacion body shop Presentacion body shop Presentation Transcript

  • MCC 2011 – 2012Blanca Domínguez PiñónAlberto Gallego-Casilda Benítez
  • There is no scientifc answer forThere is no scientifc answer forsuccess,success,You can not defne it,You can not defne it,you just have to live it and do it.you just have to live it and do it.Anita Roddick.Anita Roddick.Founder of The Body ShopFounder of The Body Shop
  • External AnalysisExternal Analysis●Cosmetic industry : survival in the economical crisis.Cosmetic industry : survival in the economical crisis.●International Holdings Companies.International Holdings Companies.●Natural Cosmetic: 2% of the cosmetic market and growingNatural Cosmetic: 2% of the cosmetic market and growing●Spanish Market:Spanish Market:●Cosmetic: 6028 millions €Cosmetic: 6028 millions €●Natural Cosmetic: 350 millions €Natural Cosmetic: 350 millions €
  • PEST AnalysisPEST Analysis
  • PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproducts
  • PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in behavior:Changes in behavior:distribution brandsdistribution brands
  • PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges inChanges inconsumption:consumption:distribution brandsdistribution brandsSocialEcological boomEcological boomEnvironmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees
  • PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges inChanges inconsumption:consumption:distribution brandsdistribution brandsSocialEcological boomEcological boomEnvironmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchiseesTechnologicalInternetInternetR&D in naturalR&D in naturalcosmeticcosmetic
  • PORTER Analysis
  • PORTER AnalysisThreat of newentrantsDifficultyDifficultyHight InvestementHight InvestementAdvertisign &Advertisign &promotionpromotionFranchise as productFranchise as product
  • PORTER AnalysisRivalry betweencompetitorsCompetitive BusinessCompetitive BusinessSegmentation &Segmentation &diversificationdiversificationNatural CosmeticNatural Cosmeticbecoming competitivebecoming competitive
  • PORTER AnalysisPower of SuppliersFair Trade (RSC ofFair Trade (RSC ofThe Body Shop)The Body Shop)Product QualityProduct Quality
  • PORTER AnalysisPower of BuyersConsumers. ReactionConsumers. Reactionto the offerto the offerFranchisees. NoFranchisees. Nonegociation powernegociation power
  • PORTER AnalysisSubstitute ProductsConsumers. WideConsumers. Widerange of possibilitiesrange of possibilitiesFranchisees.Franchisees.Brand reputation asBrand reputation askey factorkey factor
  • PORTER Analysis Conclusions●Balanced power between suppliers and companyBalanced power between suppliers and company●Limited power of consumers and francheseesLimited power of consumers and franchesees●Hight investment as barrierHight investment as barrier●Hightly competitive industryHightly competitive industry
  • COMPETITORS
  • COMPETITORSNATURAL &ORGANICDIVERSIFICATIONLOW COST vs.PREMIUM
  • COMPETITORSMASS MARKETBRANDSNATURALCOSMETICBRANDSPREMIUMBRANDS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS
  • COMPETITORS CONCLUSSIONSTHE BODY SHOP POSITION : ORGANIC + RSC
  • INTERNAL ANALYSIS
  • INTERNAL ANALYSIS1976. First Store1976. First Storein Brighton UKin Brighton UK1984. London1984. LondonStock ExchangueStock Exchangue1990. The Body1990. The BodyShop FoundationShop Foundation
  • INTERNAL ANALYSIS1976. first Store1976. first Storein Brighton UKin Brighton UK1984. London1984. LondonStock ExchangueStock Exchangue1990. The Body1990. The BodyShop FoundationShop Foundation1994. The Body1994. The BodyShop at homeShop at home2006. Loreal2006. LorealGroupGroup2008. Brand2008. BrandRenovationRenovation
  • INTERNAL ANALYSISIntegrated into LOreal holding since 2006.Integrated into LOreal holding since 2006.Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
  • INTERNAL ANALYSISIntegrated into LOreal holding since 2006.Integrated into LOreal holding since 2006.Mantaining Independence, ethical and identityMantaining Independence, ethical and identityStores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain1087 own stores 11 onws1087 own stores 11 onws1526 franchises 56 franchesees1526 franchises 56 francheseesProducts only available in The Body Shop StoresProducts only available in The Body Shop Stores
  • MISSION, VISION, VALUES
  • MISSION, VISION, VALUESThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedAnita Roddick
  • MISSION, VISION, VALUESThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedAnita RoddickThe vision of The Body Shop is to show howethics and social responsibilty are fully integrated in work.Slogan “Trying to do well”The mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greed
  • MISSION, VISION, VALUES
  • CSR
  • CSRETHICAL TRADINGBASIC CODE
  • THE BRAND
  • ● ETHICAL BRANDINGCSR applied to brand● IDENTITYBased on the values● GREEN & CONCIOUSAs Brand caracterTHE BRAND
  • THE BRAND
  • THE BRAND PERCEPTION
  • THE BRAND PERCEPTION
  • THE BRAND PERCEPTION
  • THE BRAND PERCEPTIONPOSITIVE
  • THE BRAND PERCEPTIONPOSITIVE ETHICAL
  • THE BRAND PERCEPTIONPOSITIVE ETHICALRELIABLE
  • THE BRAND PERCEPTIONPOSITIVE ETHICALRELIABLE ECOLOGICAL
  • CONSUMERCONSUMER●WOMEN 25 – 40WOMEN 25 – 40●LOYALTYLOYALTY●AGING POPULATIONAGING POPULATION●MENMENTARGET
  • CONSUMERCONSUMER●WOMEN 25 – 40WOMEN 25 – 40●LOYALTYLOYALTY●AGING POPULATIONAGING POPULATION●MENMENTARGETFRANCHISEESFRANCHISEES●56 STORES in Spain56 STORES in Spain●POTENTIALPOTENTIAL
  • COMMUNICATION ANALYSISCOMMUNICATION ANALYSIS
  • ● Brand Values● The Body Shop Foundation actions● No mass media● Guerrilla Marketing & Word of mouth● Humanitarian Actions● Strength of the companyCOMMUNICATION STYLECOMMUNICATION STYLE
  • coherence ethicalCOMMUNICATION TONECOMMUNICATION TONE
  • friendly reliableCOMMUNICATION TONECOMMUNICATION TONE
  • ONLINE COMMUNICATION
  • ONLINE COMMUNICATIONKey words & descripion metadata SEO
  • ONLINE COMMUNICATION
  • ONLINE COMMUNICATION
  • ONLINE COMMUNICATION
  • ONLINE COMMUNICATIONACTIVEPROFILESCONTENTSCREATIONFREQUENTUPDATEINTERACTIVITYFRIENDLYTONECOMMUNITYMANAGEMENT
  • ONLINE COMMUNICATIONSMALL NUMBEROF FOLLOWERS, LIKERS, PINNEST, VIEWERS
  • PUBLIC RELATIONS
  • PUBLIC RELATIONSNEW VISUAL IDENTITY
  • PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS
  • PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS“PULSE” STORE
  • PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS“PULSE” STOREPRODUCTSPROMINENCE
  • PULSE STORE
  • BRAND AMBASSADOR: LILY COLE
  • PRODUCTS
  • ACTIONS AND CHAMPAIGNS
  • ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  • ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  • ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  • ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  • ACTIONS AND CHAMPAIGNS
  • SWOTSWOT
  • SWOTSWOTStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal support
  • SWOTSWOTWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung targetStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal support
  • SWOTSWOTOpportunitiesProduct developmentProduct developmentMale targetMale targetEco BoomEco BoomOnline StoreOnline StoreAging populationAging populationStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal supportWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target
  • SWOTSWOTOpportunitiesProduct developmentProduct developmentMale targetMale targetEco BoomEco BoomOnline StoreOnline StoreAging populationAging populationStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal supportWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung targetThreatsLOreal valuesLOreal valuesCompetitorsCompetitorsSuppliersSuppliers
  • CONCLUSIONSCONCLUSIONS
  • SO FAR SO GOODSO FAR SO GOODRecent strategy is changing the communciation of theRecent strategy is changing the communciation of thecompanycompany
  • CONCLUSIONSCONCLUSIONSRecent strategy is changing the communciation of theRecent strategy is changing the communciation of thecompanycompanyRECOMMENDATIONSRECOMMENDATIONS●New target: Premium consumer, youngers and maleNew target: Premium consumer, youngers and male●Reinforce communication with franchiseesReinforce communication with franchisees●Use Mass MediaUse Mass Media●Reinforce Online StrategyReinforce Online Strategy
  • Proposal
  • Strategy
  • StrategyTactical positioningTactical positioningChange perception ofChange perception ofthe brandthe brandFocus on Premium,Focus on Premium,young and male targetyoung and male targetActions by target:Actions by target:Consumer &Consumer &FranchiseesFranchisees
  • StrategyChannelsChannelsTHE STORESTHE STORESON LINEON LINEOFF LINEOFF LINE
  • StrategyPrinciplesPrinciplesThe BrandThe Brand+ The Products+ The ProductsMaintenance ofMaintenance ofEthical ValuesEthical ValuesInIn communicationcommunication
  • ON LINE COMMUNICATION
  • ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATION
  • ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITE
  • ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERS
  • ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERSIMPLEMENTSEO & SEMSTRATEGYMAINTAININGON LINEBRANDREPUTATION
  • ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERSIMPLEMENTSEO & SEMSTRATEGYMAINTAININGON LINEBRANDREPUTATIONINCREASERANGE OFONLINECAMPAIGNS
  • ON LINE COMMUNICATIONWEBSITE
  • HTML SEOON LINE COMMUNICATIONWEBSITEDescriptionThe Body Shop, la tienda de cosmética naturalHecha de forma ética y sostenible, basada en elcomercio justo. Cosmética naturalde confianza
  • HTML SEOON LINE COMMUNICATIONWEBSITEDescriptionThe Body Shop, la tienda de cosmética naturalHecha de forma ética y sostenible, basada en elcomercio justo. Cosmética naturalde confianzaMeta Tags“Natural Cosmetic” - “Sustainable Beauty”“Fair trade cosmetics” - “Natural beauty products”“Cosmetic ethics”...
  • NEW SECTIONSON LINE COMMUNICATIONWEBSITE
  • NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the company
  • NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the companyYour Body ShopexperienceAskThe Body Shop
  • NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the companyYour Body ShopexperienceAskThe Body ShopREINFORCE CONECTION BETWEENWEBSITE AND SOCIAL MEDIA PROFILE
  • ON LINE COMMUNICATIONSOCIAL MEDIA
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sites
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSC
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystem
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystemThe Body ShopBlog
  • ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystemThe Body ShopBlogMonitoringforums
  • ON LINE COMMUNICATIONCAMPAIGNS
  • ON LINE COMMUNICATIONACTIONSSmartphoneAppGeolocation
  • ON LINE COMMUNICATIONPUBLIC RELATIONSEventsForBloggers
  • ON LINE COMMUNICATIONINTERNAL TARGET
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFF
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE INTRANETVirtual communityReference siteForumsTrainingMonitoring system
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFSENSE OF BELONGING
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE BLOG
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE EVENTSCORPORATE VIDEOS
  • ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFTRAININGPROGRAM
  • EXTERNAL COMMUNICATIONNew ChannelsNo BounderiesNew Concepts
  • EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”
  • EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”Goal:Goal: Create an unique shopping experience, generating aCreate an unique shopping experience, generating agreater consumer traffic in stores, both owned stores angreater consumer traffic in stores, both owned stores anfranchises. Increase by 10% turnover of establishmentsfranchises. Increase by 10% turnover of establishments
  • EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”Modern design with an air of boutiqueModern design with an air of boutiqueUnique shopping experienceUnique shopping experienceTables with storiesTables with storiesClient flow controlledClient flow controlledA corner to gift-wrappingA corner to gift-wrappingStorytelling . ValuesStorytelling . Values
  • EXTERNAL COMMUNICATIONGREEN POINT
  • EXTERNAL COMMUNICATIONGREEN POINTGoal: Promote theenvironment respectOf The Body Shop
  • EXTERNAL COMMUNICATIONGREEN POINTGoal: Promote theenvironment respectOf The Body ShopSponsorship with MadridCity Council.Bicycles able to use withThe fidelity card of TheBody Shop
  • EXTERNAL COMMUNICATIONECO SHELTERS
  • EXTERNAL COMMUNICATIONECO SHELTERSGoal: AssociateThe Body Shop brand asa premium option
  • EXTERNAL COMMUNICATIONMETRO GOYA STATION
  • EXTERNAL COMMUNICATIONMETRO GOYA STATIONImpact of 200,000 people.To get users of the station to become brand prescriptors,and that the brand becomes part of their everyday lifeGenerate expectation and interaction
  • EXTERNAL COMMUNICATIONROCK YOUR BODY
  • EXTERNAL COMMUNICATIONROCK YOUR BODYImpact of 500,000 people.Sponsoring areas of the main parks in Madrid in orderto create an emotionalbond between brand and consumers.
  • EXTERNAL COMMUNICATIONCHARITY ACTIONS
  • EXTERNAL COMMUNICATIONCHARITY ACTIONS360 strategy. Promotion on social mediaand in the space “Rock Your Body” in the Retiro Park.The aim is that the prescriptors of the brand supportthe initiative following the social media profile of thecompanyDonations of the users: Pay with a Tweet or a LikeFor instance: Valencia fire
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • TIMMING & BUDGET
  • THANKSFORYOURATENTION