1. Everyone knows the Body Shop makes things that smell good, but the animal testing controversy and the growth of handmade cosmetic brands like Lush have seen sales dipping. The Body Shop stopped animal testing in 1989. Since 2007, its products are 100% vegetarian. The Body Shop treats your body the way it would want to be treated. Shop for your body with love. Problem Position Promise Brand Idea
2. Competition from Google, lack of innovation, the brand’s image as not ‘with the times’, plus the on-off takeover bid by Microsoft that is making users wonder what a possible merger will yield. Problem The strongest possible competitor to Google in the search engine arena and an equally, if not more, innovative company that has tricks like Yahoo!360, Fire Eagle and Search Monkey up its sleeve. Yahoo! will cater to all your online needs. It will be the Yahoo! you want. Yahoo! knows You. Position Promise Brand Idea
3. Customer service levels at an abysmal low, Terminal 5 fracas, competition from Virgin Atlantic on US routes and low-cost airlines like EasyJet and RyanAir on domestic and European routes. Problem Terminal 5 issue sorted out as of 5 th June 2008. Phased movement of long-haul flights over the rest of the year so that focus can and will be on customer service. The customer is always first. Attention to detail. Attention to you. Position Promise Brand Idea
