2. Body Shop
A British cosmetics products establish by Dame Anita
Roddick with 2,085 stores operating in over 63
countries.
A company with strong ethical values,
environmentally-friendly policies, and using high
quality natural ingredients for their products.
One of the most successful cosmetic company in the
world.
3. The operation of sole control by L'Oreal of The Body
Shop in 2006.
But, L’Oreal does not interfere with the company
directly due to conflicting values.
A global brand active in the environmental issues
such as fair trade and cruelty to animals.
4. Distribution
Products distribute by franchise and also fully owned
stores.
Body Shop International Ltd. is the franchisor.
The 2nd largest cosmetic franchise in the world.
1980s, Body Shop started its own warehousing and
distribution network, based upon a sophisticated
stock control system.
Body shop also manufactures their own products,
mainly in the United Kingdom.
5. Franchise
Franchisees pay an initial fee plus an annual operating
charge for a fixed term renewable franchise.
Franchisees buy a ‘turn-key’ system with a tightly
controlled retail format providing shop fitting and
layout, staff training, financial and stock control
systems and even help with site identification.
Rampai Niaga Sdn Bhd operates as a franchisee of the
“The Body Shop” store. The company is based in
Subang Jaya, Malaysia. Rampai Niaga Sdn Bhd was
formerly a subsidiary of Kejora Harta Bhd.
6. Body Shop International Ltd.
(franchisor)
Rampai Niaga Sdn. Bhd.
(head franchisee)
Franchisee
End-User
7. A company with Visions
The company closely monitors the use of The Body
Shop trade mark in all franchisees’ literature,
advertising and other uses.
In most countries a head franchisee was granted
exclusive rights as user of the trade mark, distributor
and also the right to sub-franchise.
The Body Shop brand is deeply emotional, based
upon a marketing mix that reinforces the ‘save the
planet’ image and really does ‘make the heart sing’.