The Body Shop


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Brand Image, Brand Positioning, Brand Values, Brand Extension

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The Body Shop

  1. 1. Retail Brand Management and Research
  2. 2. Founder of The Body Shop <ul><li>Anita Roddick - known for her innovation, integrity and social responsibility. </li></ul><ul><li>She campaigned for green issues for many years before it became fashionable to do so and inspired millions to the cause by bringing sustainable products to a mass market . </li></ul>
  3. 3. The beginning . . . <ul><li>In 1976, Anita Roddick opened her first store in Brighton, England – The Body Shop. </li></ul><ul><li>It sold its products with a hype free presentation, reflecting values that set it apart from its competitors – anti glitz, anti waste and natural ingredient philosophy. </li></ul>
  4. 4. The beginning . . . <ul><li>From its first launch in 1976 The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually . </li></ul><ul><li>After it obtained a full listing on the London Stock Exchange, the stock was given the nickname &quot;The shares that defy gravity,&quot; as its price increased by more than 500%. </li></ul>
  5. 5. The Body Shop - Mission <ul><li>“ The way we do business, the way we make products, the way we </li></ul><ul><li>source ingredients, and the way we use our voice; we're different </li></ul><ul><li>because of our Values” </li></ul><ul><li>Activate self-esteem </li></ul><ul><li>Protect our planet </li></ul><ul><li>Against animal testing </li></ul><ul><li>Support community trade </li></ul><ul><li>Defend human rights </li></ul>
  6. 6. Activate self esteem <ul><li>‘ Ruby ,’ The Body Shop’s ‘Rubenesque’ self-esteem icon. Adorning magazines and posters in 25 countries, she appeared next to the headline: ‘There are 3 billion women who don’t look like supermodels. And only 8 who do.’ Inspiring international debate and challenging beauty stereotypes </li></ul><ul><li>Raising awareness of domestic violence - ‘Stop Violence in the Home ’ ongoing campaign has reached 2.5m pounds, had reached more than 50 countries by 2007 </li></ul>
  7. 8. Activate self esteem <ul><li>In 2006, partnered with UNICEF and United Nations Secretary Generals Study into the effects of Domestic Violence on Children </li></ul><ul><li>In 2007 launched Wise Woman – a range of advanced products especially developed for mature skin </li></ul><ul><li>‘ In 2008 launched Well-being ranges - Total energy, Deep Sleep, Divine Calm & Simply purify </li></ul><ul><li>Staff gets paid time-off to do work for the charity of their choice </li></ul>
  8. 10. Activate Self esteem workshop
  9. 12. Against Animal Testing and Protect our planet <ul><li>In 1986, launched first window campaign, ‘ Save the Whale ’ calling for an end to whaling, and introduced jojoba oil to replace sperm whale oil in cosmetics </li></ul><ul><li>In 1986, 4 million people signed our petition against animal testing in Europe; in 1998, animal testing of cosmetics was banned in the UK </li></ul><ul><li>one of the first retailers to use sustainable palm oil in our bars of soap. </li></ul><ul><li>All The Body Shop products are vegetarian </li></ul><ul><li>Avoid excess packaging wherever possible, Possible – reduce, reuse and recycle </li></ul>
  10. 13. Against Animal Testing and Protect our planet
  11. 14. Defend Human Rights <ul><li>People are at the heart and soul of The Body Shop’s business. </li></ul><ul><li>They treat people in a fair and open fashion , to respect and value their integrity. </li></ul><ul><li>They take enormous pride in their community trade programme, not just because they were a pioneer in bringing fair trade to the cosmetic industry, but because of the real difference it makes to the lives of the farmers, producers and their communities. </li></ul><ul><li>  </li></ul><ul><li>In 1991, launched the Big Issue in Britain to benefit homeless people – Europe’s first street paper sold by homeless people so that they can earn income and regain self confidence </li></ul><ul><li>In 1993 saw the start of their first HIV and AIDS awareness campaign </li></ul><ul><li>  </li></ul>
  12. 15. Defend Human Rights <ul><li>In 1994 began campaigning against domestic violence </li></ul><ul><li>The Body Shop was founder member of the Ethical Trading Initiative , which brings together organisations to help improve working conditions for people around the world </li></ul><ul><li>  </li></ul><ul><li>In 2007, The Body Shop celebrated 21 years of Community Trade </li></ul><ul><li>They now work with over 25,000 people around the world, guaranteeing them a fair price , offering them business advice should they need it, and sustainable benefits to the community as a whole </li></ul>
  13. 18. Support community trade <ul><li>Marula oil – from Namibia – Lip Colours, and most of make-up items. </li></ul><ul><ul><li>Through the supplier, the inspirational women-owned and run Eudafano Women’s Cooperative , more than 4,800 women now receive a fair income, and with it greater independence and an increased sense of standing in the community </li></ul></ul><ul><li>Aloe vera from Gautemala –is hand harvested by the farmers who receive a fair price for it and educational materials for local schools </li></ul><ul><li>Body butter has community trade ingredients benefitting marginalized communities around the world </li></ul><ul><li>Guarana Lip Butter – along with MTV and thousands of customers came together to raise awareness and funds for Global HIV and AIDS campaign, in 2008 </li></ul>
  14. 19. Support community trade
  15. 20. <ul><li>The Body Shop has donated 11 million pounds to more than 300 projects around the world through The Body Shop Foundation Trust </li></ul>
  16. 21. Social Activism <ul><li>In its earliest years, The Body Shop did not visibly market itself as committed to social causes </li></ul><ul><li>It promoted its products as &quot; natural ,&quot; and by the standard of the times they were. However, the bright colours and strong fragrances were created by chemicals, including from petrochemicals, which were also used as preservatives </li></ul>
  17. 22. Social Activism <ul><li>In 1986 The Body Shop proposed an alliance with Greenpeace in the UK to promote their line as helping to save the whale </li></ul><ul><li>Soon other promotions tied to social causes were launched, with much public and media interest </li></ul><ul><li>The Body Shop regularly featured posters on shop windows and sponsorship of local charity and community events </li></ul>
  18. 23. Community trade <ul><li>The Body Shop instituted pioneering social audits in the mid-1990 </li></ul><ul><li>Now regularly promotes its values such as Community Trade, reflecting its avowed practice of trading with communities in need and giving them a fair price for natural ingredients or handicrafts they purchase from these often marginalized countries </li></ul><ul><li>The first Community Trade activity in 1987 was a footsie roller which was supplied by a small community in Southern India (today known as Teddy Exports) and still a key Community Trade supplier . </li></ul><ul><li>Since then, The Body Shop has found many trade partners in over 20 different countries that are often overlooked by the local as well as the global society </li></ul>
  19. 24. Current Situation <ul><li>In March 2006, French cosmetics giant L’Oréal acquired The Body Shop for £652.3m </li></ul><ul><li>Presently, The Body Shop has 2,400 stores in 61 countries and is the second largest cosmetic franchise in the world. </li></ul><ul><li>Range of over 1,200 naturally inspired ethically produced beauty and cosmetics products targeted at different female and male age groups. </li></ul><ul><li>Sustainable/green packaging </li></ul><ul><li>Recycling/disposal of by-products </li></ul><ul><li>Concern for deforestation (Supply of palm oil and brazil nut oil from forests in conserved areas) </li></ul>
  20. 25. Current Situation <ul><li>As part of its Nature’s Way to Beautiful campaign , the first marketing effort since its purchase by L’Oreal </li></ul><ul><li>The Body Shop has launched its Wellbeing line of  beauty products in 100% PCR (post-consumer recycled plastic) bottles , and will feature in-store displays describing the environment friendly nature of their products.  </li></ul><ul><li>The company converted all of their PET bottles from 30% PCR to 100% , by 2008 - using fewer natural resources and reducing the emissions of greenhouse gases.  </li></ul><ul><li>By the end of 2008, Carrier bags were made of 100% recycled paper and printed with water soluble inks </li></ul>
  21. 26. Current Situation <ul><li>In an effort to get customers to stop using plastic bags, they have also introduced the Bag of Life , a shopping bag made of organic cotton-canvas, with $2.00 from each purchase being donated to the National Coalition Against Domestic Violence </li></ul><ul><li>By 2010, 80% of The Body Shop products should contain Community Trade ingredients, or come from a Community Trade supplier. </li></ul><ul><li>In the long term, The Body Shop intends to become carbon neutral by 2010. </li></ul>
  22. 27. SWOT analysis <ul><li>Strengths </li></ul><ul><li>Brand (name, image, ethics, values, natural ingredients) </li></ul><ul><li>Innovative products </li></ul><ul><li>High brand loyalty </li></ul><ul><li>Successful leadership skills </li></ul><ul><li>Experienced executive management team </li></ul><ul><li>Good quality and services </li></ul><ul><li>Experience, financial backing and expertise of L’Oreal </li></ul><ul><li>Weaknesses </li></ul><ul><li>Many products are in the mature/ declining stage </li></ul><ul><li>Lack of celebrity in promotion for attracting young people </li></ul><ul><li>Sales volume restricted by the limited no. of retail outlet. </li></ul><ul><li>Instances of loss of trust from different stakeholders in the supply chain (publications in press) </li></ul>
  23. 28. SWOT analysis <ul><li>Opportunities </li></ul><ul><li>Increased awareness of organic and eco friendly products </li></ul><ul><li>Growth in men’s skin care products </li></ul><ul><li>Increasing number of online buyers </li></ul><ul><li>Ageing population (willingness to spend on premium-priced products claiming anti-ageing properties) </li></ul><ul><li>Ban of sale and marketing of animal tested products in European Union from march 2009 </li></ul><ul><li>Threats </li></ul><ul><li>Suppliers are not required to adhere to ecological standards </li></ul><ul><li>Environmental management system is not certified to an official standard (e.g. ISO 14001) </li></ul><ul><li>No marketing department and no advertising department </li></ul>
  24. 29. Competition Analysis The Body Shop L’Oreal Olay & Nivea Product line Mainly skincare Broad Focus on skincare Market position Environment friendly Leader Major competitor in skin & body care market Competitive advantages Natural-based & brand value Very experienced global brand Low price & product innovation Price range Mid range Slightly lower than the Body Shop Mid-low
  25. 30. Promotion Strategy <ul><li>Public Relations – sensitize customers, bonding, creating value relationships with their consumers, collaboration with charitable foundations, United Nations, MTV, create awareness campaigns, posters </li></ul><ul><li>Inform Public – Best sellers, Members Special, Best Buy, Discounts, Newsletters, Winter treat offers, E– brochures, On facebook, Mobile Coupons </li></ul><ul><li>Love your body - is unique members club that rewards you with discounts, free gifts and access to the kinds of perks and privileges only club membership brings </li></ul>
  26. 31. RECOMMENDATIONS <ul><li>Venturing into untapped markets like China, Malaysia etc. </li></ul><ul><li>Create WORLD WIDE online Store for customers – easy accessibility, brand equity, promotion of new range of products, tracking consumer response to the products, getting feedback/complaints/compliments/advice </li></ul><ul><li>Brand Extensions for The Body Shop </li></ul><ul><ul><li>Start a Bath and Body, Skincare collection for kids </li></ul></ul><ul><ul><li>Can venture into Eco - Friendly Apparels for women sourced from communities around the world </li></ul></ul><ul><ul><li>Can venture into Home Accessories department , sourcing from communities with rich culture thereby preserving their ethnicity and providing them with a means of livelihood </li></ul></ul>
  27. 32. Bath and Body collection for kids <ul><li>Target Audience – kids (6-12 year olds) </li></ul><ul><li>The Collection is called ‘bubbles’ and the tagline is </li></ul><ul><li> fun. love. nurture. </li></ul>
  28. 33. Products
  29. 34. Logo options
  30. 35. Logo options
  31. 36. Bubbles – final logo
  32. 38. Brand Profile <ul><li>bubbles is a playful, fun and colourful range of bath and body care products that will be sold exclusively at The Body Shop outlets. </li></ul><ul><li>Inspired by the transparency and colours reflected in the bubble when light passes through it. </li></ul><ul><li>The round shape also signifies protection and care. </li></ul><ul><li>Different colours of the world easily reflect on the surface of bubbles. Thereby carrying forward the values of The Body Shop – human rights and community trade. </li></ul>
  33. 39. Brand Personality <ul><li>Excitement </li></ul><ul><ul><li>Cool, young, spirited, outgoing, adventurous, unique, surprising, fun </li></ul></ul><ul><li>Sincerity </li></ul><ul><ul><li>Real, ethical, thoughtful, caring, genuine, ageless, classic, friendly, warm, happy </li></ul></ul><ul><li>Competence </li></ul><ul><ul><li>Reliable, efficient, trustworthy, confident, influential, careful </li></ul></ul>
  34. 40. Brand values <ul><li>Protect our planet and Against animal testing </li></ul><ul><li>Natural ingredients sourced from different places around the world – South Africa – Shea butter, Columbia - palm oil, India – coconut parts . . Etc </li></ul><ul><li>Use 100% recycled packaging. Use post-consumer recycled plastic in the bottles – reducing the emission of green house gasses </li></ul>
  35. 41. Brand values <ul><li>Defend human rights and Support community trade </li></ul><ul><li>Support research against domestic violence on children and campaigning against it. </li></ul><ul><li>Setting up shelters and schools for kids in the developing areas ensuring healthy food and safe study environment. </li></ul><ul><li>Support the protection of of existing parks and building of more green reserves and open grounds in the cities. </li></ul><ul><li>Sourcing raw materials for the products from developing communities practicing fair-trade and providing them with a source of income. </li></ul>
  36. 42. Promotion <ul><li>Activate self-esteem </li></ul><ul><li>Organising Group activities like dance classes, painting sessions, karate classes and guitar sessions. </li></ul><ul><li>Health activities like yoga sessions, swimming classes, outdoor games and activities like - trekking, camping and gardening. </li></ul><ul><li>TBS Awards – given to children for showcasing extra ordinary talent and skills. </li></ul>
  37. 43. bubbles store
  38. 44. Competition <ul><li>Johnsons and Johnsons </li></ul><ul><li>Himalayas baby care </li></ul><ul><li>Doy soaps </li></ul><ul><li>Loréal kids shampoo </li></ul>
  39. 45. Thank You Kannu Priya Rawat