Marketing analysis Body Shop

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Marketing analysis of the brand Body Shop

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Marketing analysis Body Shop

  1. 1. The Body Shop Marketing analysis
  2. 2. I - Brand overview in Korea II - Target segment selection and description III - Value curve for Body Shop and two competitors IV- Brand platform
  3. 3. Brand overview in Korea  Established in Korea since 1997  Beauty with heart  Fairtrade & natural beauty products  Franchise System  62,156 Facebook fans/twitter  >150 stores  Stores in 40 cities of Korea  More than 50 in Seoul  1.4 billion global sales Body Shop turnover : 50 bilion wons Asia : strongest growing market (+6.7%) The Body Shop established in 1976 Parent company L`Oréal (since 2006)
  4. 4. Brand overview in Korea The 5 Body Shop core values →Against animal testing →Community fair trade →Self esteem →Human rights →The planet
  5. 5. High Body Shop market segmentation Health/appearence Impact Low Price range Quality/effectivene s Brand awareness Social aspects (trendy, fair trade etc.) Economic aspects (biodegradable, protect nature etc.) Female costumer age 20 Female costumer age 40
  6. 6. Target segment description • Mainly skincare products • Environment friendly • Natural-based products • High brand value • Mid-range price segment
  7. 7. Competitors Natural Republic Etude House •Korean cosmetic company •Natural ingredients •Best selling brand •Reflect the dream
  8. 8. Value curve
  9. 9. Brand Platform Customer Value Beauty with heart proposition Emotional POD (Point of difference) Benefit POD/POP Functional POP (Point of parity) •Protecting planet •Looking good and feeling good •Expressing Environmental awareness •Being hygienic •Engaging in social and environment •Ethical image •Anti-animal testing •Quality •Cosmetic for men •Natural Product •Nourishing •Skin Protection •Moisturizing •Recovery •Covering •Beauty & healthy skin •Natural ingredient (note) •Cosmetic for women RTB The Body Shop Foundation , Charity programs, Ethical campaigns ,Several awards , Against animal testing, Defend human rights, Protect our planet, Support community trade, Wide global presence Personality Eco-friendly, Ethical, Generous, Environmentally-responsible, Organic, Feel welcome , Clean and well organized Identification Element Plant-like symbol, Use natural colors, Cozy and natural looking shop layout, Nature-friendly packaging, Natural odor
  10. 10. I – Current Marketing Mix II - From – To Analysis III – Desired Marketing Mix
  11. 11. • Nature-based • Sustainable cosmetics (mainly lotion & scrubs) • For the consumer who likes to take care of themselves • Can be recycled
  12. 12. • Medium - upper medium price range • Comparable to the competitors • Terms of payment
  13. 13. • The company is against promotion • No business by promoting • Social média • Website
  14. 14. • International location • B2C related • Run on a franchising basis • Brand Stores in highly popular shopping districts
  15. 15.  « I think natural ingredients are less effective »  Missing trust in product effectiveness  « Bodyshop products are protecting the environment »  « I prefer natural over chemical products »  Believe in natural ingredients
  16. 16.  Increase the target customer’s perceived value for protecting the environment and the strength of natural ingredients  Issue a marketing campaign with celebrities who stand for natural beauty  Emphasize the importance of saving the planet  Improve the trust in natural products
  17. 17.  « The price is too high for me »  More expensive than Korean brand  « Body shop product are good value for money »  Brand high value
  18. 18.  Use of coupon system to make products cheaper  Launch promotional campaigns  Give more test samples to compensate for the high prices and show the good quality of the products.
  19. 19.  « I don’t really know the brand » Very few Advertisement No connection with Korea  «International well known brand »  Invest and active brand  Eco-friendly
  20. 20.  Relatively small make up product portfolio > use Korean stars for advertising to increase effect and give the brand Korean appeal  Establish a friend referral program : use “Kakao talk” as platform so that friends can send “free trial vouchers”
  21. 21.  « The shop doesn’t look like trendy »  not appealing  « The Body Shop look fashionable »  Inviting
  22. 22.  Change the design of the stores  not too strictly  More trendy  Use some real plants as a facade

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