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The Body Shop

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Brand Image, Brand Positioning, Brand Values, Brand Extension

Brand Image, Brand Positioning, Brand Values, Brand Extension

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The Body Shop Presentation Transcript

  • 1. Retail Brand Management and Research
  • 2. Founder of The Body Shop
    • Anita Roddick - known for her innovation, integrity and social responsibility.
    • 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 .
  • 3. The beginning . . .
    • In 1976, Anita Roddick opened her first store in Brighton, England – The Body Shop.
    • 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.
  • 4. The beginning . . .
    • From its first launch in 1976 The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually .
    • After it obtained a full listing on the London Stock Exchange, the stock was given the nickname "The shares that defy gravity," as its price increased by more than 500%.
  • 5. The Body Shop - Mission
    • “ The way we do business, the way we make products, the way we
    • source ingredients, and the way we use our voice; we're different
    • because of our Values”
    • Activate self-esteem
    • Protect our planet
    • Against animal testing
    • Support community trade
    • Defend human rights
  • 6. Activate self esteem
    • ‘ 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
    • 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
  • 7.  
  • 8. Activate self esteem
    • In 2006, partnered with UNICEF and United Nations Secretary Generals Study into the effects of Domestic Violence on Children
    • In 2007 launched Wise Woman – a range of advanced products especially developed for mature skin
    • ‘ In 2008 launched Well-being ranges - Total energy, Deep Sleep, Divine Calm & Simply purify
    • Staff gets paid time-off to do work for the charity of their choice
  • 9.  
  • 10. Activate Self esteem workshop
  • 11.  
  • 12. Against Animal Testing and Protect our planet
    • 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
    • In 1986, 4 million people signed our petition against animal testing in Europe; in 1998, animal testing of cosmetics was banned in the UK
    • one of the first retailers to use sustainable palm oil in our bars of soap.
    • All The Body Shop products are vegetarian
    • Avoid excess packaging wherever possible, Possible – reduce, reuse and recycle
  • 13. Against Animal Testing and Protect our planet
  • 14. Defend Human Rights
    • People are at the heart and soul of The Body Shop’s business.
    • They treat people in a fair and open fashion , to respect and value their integrity.
    • 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.
    •  
    • 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
    • In 1993 saw the start of their first HIV and AIDS awareness campaign
    •  
  • 15. Defend Human Rights
    • In 1994 began campaigning against domestic violence
    • 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
    •  
    • In 2007, The Body Shop celebrated 21 years of Community Trade
    • 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
  • 16.  
  • 17.  
  • 18. Support community trade
    • Marula oil – from Namibia – Lip Colours, and most of make-up items.
      • 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
    • Aloe vera from Gautemala –is hand harvested by the farmers who receive a fair price for it and educational materials for local schools
    • Body butter has community trade ingredients benefitting marginalized communities around the world
    • 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
  • 19. Support community trade
  • 20.
    • The Body Shop has donated 11 million pounds to more than 300 projects around the world through The Body Shop Foundation Trust
  • 21. Social Activism
    • In its earliest years, The Body Shop did not visibly market itself as committed to social causes
    • It promoted its products as " natural ," 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
  • 22. Social Activism
    • In 1986 The Body Shop proposed an alliance with Greenpeace in the UK to promote their line as helping to save the whale
    • Soon other promotions tied to social causes were launched, with much public and media interest
    • The Body Shop regularly featured posters on shop windows and sponsorship of local charity and community events
  • 23. Community trade
    • The Body Shop instituted pioneering social audits in the mid-1990
    • 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
    • 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 .
    • 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
  • 24. Current Situation
    • In March 2006, French cosmetics giant L’Oréal acquired The Body Shop for £652.3m
    • Presently, The Body Shop has 2,400 stores in 61 countries and is the second largest cosmetic franchise in the world.
    • Range of over 1,200 naturally inspired ethically produced beauty and cosmetics products targeted at different female and male age groups.
    • Sustainable/green packaging
    • Recycling/disposal of by-products
    • Concern for deforestation (Supply of palm oil and brazil nut oil from forests in conserved areas)
  • 25. Current Situation
    • As part of its Nature’s Way to Beautiful campaign , the first marketing effort since its purchase by L’Oreal
    • 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. 
    • 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. 
    • By the end of 2008, Carrier bags were made of 100% recycled paper and printed with water soluble inks
  • 26. Current Situation
    • 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
    • By 2010, 80% of The Body Shop products should contain Community Trade ingredients, or come from a Community Trade supplier.
    • In the long term, The Body Shop intends to become carbon neutral by 2010.
  • 27. SWOT analysis
    • Strengths
    • Brand (name, image, ethics, values, natural ingredients)
    • Innovative products
    • High brand loyalty
    • Successful leadership skills
    • Experienced executive management team
    • Good quality and services
    • Experience, financial backing and expertise of L’Oreal
    • Weaknesses
    • Many products are in the mature/ declining stage
    • Lack of celebrity in promotion for attracting young people
    • Sales volume restricted by the limited no. of retail outlet.
    • Instances of loss of trust from different stakeholders in the supply chain (publications in press)
  • 28. SWOT analysis
    • Opportunities
    • Increased awareness of organic and eco friendly products
    • Growth in men’s skin care products
    • Increasing number of online buyers
    • Ageing population (willingness to spend on premium-priced products claiming anti-ageing properties)
    • Ban of sale and marketing of animal tested products in European Union from march 2009
    • Threats
    • Suppliers are not required to adhere to ecological standards
    • Environmental management system is not certified to an official standard (e.g. ISO 14001)
    • No marketing department and no advertising department
  • 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
  • 30. Promotion Strategy
    • Public Relations – sensitize customers, bonding, creating value relationships with their consumers, collaboration with charitable foundations, United Nations, MTV, create awareness campaigns, posters
    • Inform Public – Best sellers, Members Special, Best Buy, Discounts, Newsletters, Winter treat offers, E– brochures, On facebook, Mobile Coupons
    • 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
  • 31. RECOMMENDATIONS
    • Venturing into untapped markets like China, Malaysia etc.
    • 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
    • Brand Extensions for The Body Shop
      • Start a Bath and Body, Skincare collection for kids
      • Can venture into Eco - Friendly Apparels for women sourced from communities around the world
      • Can venture into Home Accessories department , sourcing from communities with rich culture thereby preserving their ethnicity and providing them with a means of livelihood
  • 32. Bath and Body collection for kids
    • Target Audience – kids (6-12 year olds)
    • The Collection is called ‘bubbles’ and the tagline is
    • fun. love. nurture.
  • 33. Products
  • 34. Logo options
  • 35. Logo options
  • 36. Bubbles – final logo
  • 37.  
  • 38. Brand Profile
    • bubbles is a playful, fun and colourful range of bath and body care products that will be sold exclusively at The Body Shop outlets.
    • Inspired by the transparency and colours reflected in the bubble when light passes through it.
    • The round shape also signifies protection and care.
    • 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.
  • 39. Brand Personality
    • Excitement
      • Cool, young, spirited, outgoing, adventurous, unique, surprising, fun
    • Sincerity
      • Real, ethical, thoughtful, caring, genuine, ageless, classic, friendly, warm, happy
    • Competence
      • Reliable, efficient, trustworthy, confident, influential, careful
  • 40. Brand values
    • Protect our planet and Against animal testing
    • Natural ingredients sourced from different places around the world – South Africa – Shea butter, Columbia - palm oil, India – coconut parts . . Etc
    • Use 100% recycled packaging. Use post-consumer recycled plastic in the bottles – reducing the emission of green house gasses
  • 41. Brand values
    • Defend human rights and Support community trade
    • Support research against domestic violence on children and campaigning against it.
    • Setting up shelters and schools for kids in the developing areas ensuring healthy food and safe study environment.
    • Support the protection of of existing parks and building of more green reserves and open grounds in the cities.
    • Sourcing raw materials for the products from developing communities practicing fair-trade and providing them with a source of income.
  • 42. Promotion
    • Activate self-esteem
    • Organising Group activities like dance classes, painting sessions, karate classes and guitar sessions.
    • Health activities like yoga sessions, swimming classes, outdoor games and activities like - trekking, camping and gardening.
    • TBS Awards – given to children for showcasing extra ordinary talent and skills.
  • 43. bubbles store
  • 44. Competition
    • Johnsons and Johnsons
    • Himalayas baby care
    • Doy soaps
    • Loréal kids shampoo
  • 45. Thank You Kannu Priya Rawat