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Company Profile: The Body Shop
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Company Profile: The Body Shop

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    Company Profile: The Body Shop Company Profile: The Body Shop Presentation Transcript

    • The Body ShopBusiness & SocietyFinal Presentation
    • Agenda  Company Background  Ethical Issues  Products  Annual Report  Core Values  Self-Esteem  Environmental IssuesThe Body Shop  Principles  Anita Roddick Biography  Foundations of Body Shop  Articles 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler
    • Company Background  The Body Shop was founded in 1976 in Brighton (UK) by Anita Roddick  Has now more than 2500 stores in over 60 countries  The Business Concept revolutionized the cosmetics industry ( until 1990 annual growth rates of 50 %)  The image of “Glamour and Beauty” was changed  Use of natural “exotic” products to cleanse andThe Body Shop polish the skin & hair  New movement by refusing animal testing and being environmentally friendly 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 1
    • Ethical Issues  “ The business of business should not just be about money it should be about responsibility. It should be about public good, not private greed.” Anita Roddick  Against Animal Testing  Used to be a big issue in the cosmetic industry  They have never tested their products on animals  All their suppliers had to sign a statementThe Body Shop guaranteeing that they had not done AT for the previous five years  The EU banned animal testing for finished cosmetic products in 2004, and for ingredients in 2009 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 2
    • Ethical Issues  Support Community Trade  Ethical trade: Income, Community, Predictability  Make sure that suppliers sign up in their code of conduct  Over 250 000 people profit from their community trade program  Activate Self EsteemThe Body Shop  Beauty is about well being & self esteem  Everyone should feel good about themselves 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 3
    • Ethical Issues  Defend Human Rights  Worked with the UN to create awareness of violence against children  HIV/ AIDS-Campaign  fight against human trafficking  Protect Our Planet  Reduce their emissions & wasteThe Body Shop  Use of renewable sources  sustainable business ethics 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 4
    • Products “We believe there is only one way to be beautiful, natures way”  Their differentiation strategy goes back to the core values of the company  Use of natural ingredients from all over the worldThe Body Shop  Good image of the company considering ethical & social issues  support sustainable economy 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 5
    • Annual Report  Annual Report “Living our values”  Full report on its initiatives and efforts  Describes the aims, commitments and achievements Five core values Refusal to use beauty as a single narrow aspect of aThe Body Shop person’s characteristics to define all that they are „Looking good, feeling good and doing good are inextricably linked.“ 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 6
    • Core Values “Simply stated, beauty means vitality, imagination, energy – personality traits that have more to do with an individual’s character than his or her age or some idealised arrangement of physical features. Anita RoddickThe Body Shop Against Support Activate Defend Protect our Animal Community Human Planet Testing Trade Self-Esteem Rights 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 7
    • Self-Esteem Commitment Activate Self-Esteem  Responsible retailer  Product with a purpose  Activating self-esteem  Celebrate diversity and emphasise wellbeing andThe Body Shop comfort  Create positive messages on womens rights 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 8
    • Self-Esteem  Aim Activate Self-Esteem  Be inspiring employer, business partner and personal care retailer  Promote diversity, acceptance and empowermentThe Body Shop  Focus on products that provide wellbeing and comfort 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 9
    • Self-Esteem Activate  Vision Self-Esteem  Be proud and happy to be who you are  Celebrate differences  Encourage personal developmentThe Body Shop  Freedom to be anything you want to be 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 10
    • Environmental issues Environmental issue is one of the core values of the company Historical reasons:  1960s Annie Roddick  United Nations researcher  Field expeditions  Use of logically grown plants and extrasThe Body Shop ( e.g. rice grains, jojoba, banana) Business concept is based on using natural recourses and being in harmony with environment 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 11
    • Environmental principles Supporting environmentally responsible materials and technologies Minimising waste and resource use Minimising the contribution to Climate Change Communicating clearly on the policies to customers and suppliers Addressing stakeholder concernsThe Body Shop 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 12
    • Examples  Climate change:  2001, joint campaign with Greenpeace helped highlighting the importance of renewable energy in the fight against global warming Reduction of CO2 emissions : electrical energy use in the stores, offices, warehouses  transportation of the products business air travel  Minimising waste:  „Reduce.Reuse.Recycle“The Body Shop Avoiding excess packaging Sustainable raw ingredients (e.g. plastic bottles from 100% recycled material, 100% recyclable carrier bags paper bags) Renewable resources 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 13
    • Examples  Environmentally responsible materials: member of WWF UK’s FTN buy small volumes of wood-based products, to produce eye-pencils massagers  The intensions: source 100% of wooden items from FSC sources by 2010The Body Shop  The facts: 2007 – 49% of wooden items FSC 2008 – 63% 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 14
    • Examples  Environmentally responsible materialsThe Body Shop 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 15
    • Examples  Environmentally responsible materials: Palm oil: 2007 change of entire soap range to be manufactured using palm oil from one of the leading sustainable plantations –in ColombiaThe Body Shop One of the first retailers to join the Roundtable on Sustainable Palm Oil The plantations are visited to ensure the protection and welfare of communities, workers and the surrounding jungle is preserved and promoted 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 16
    • Anita Roddick Founder of Body Shop (1970’s) Saw a shop in Berkeley, CA called “The Body Shop” early 1970’s. Opened her first Body Shop in 1976. First opened her own “Body Shop” to “make income for herself and her daughters” Recycled everything “not because we wereThe Body Shop environmentally friendly, but because we didn’t have enough bottles.” 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 17
    • Anita Roddick- Early Activism  Traveled extensively  Experienced different cultures  Mother’s frugality (WWII) influenced her  Big proponent of Fair Trade Anita Roddick Publications Partnered with National Labor Committee Freeing the “Angola Three”  1989: attended Altamira of Amazonia India Tribe protest against hydro-electric projectThe Body Shop  1999: visits long-term partner Teddy Exports in India, GPI in Nepal, Chepang indigenous people.  2001: visited 130 sesame seed oil farmers in Nicaragua. Body Shop has 29 projects in 23 countries. 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 18
    • Anita Roddick- Early Activism 2001: visited 130 sesame seed oil farmers in Nicaragua. Receive Fair and Stable Price Have established a subsidised Store Established own Credit UnionThe Body Shop “Body Shop isn’t going to make them financially rich, but it does enable them to maintain their chosen way of life and through co-operation achieve autonomy.” 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 19
    • American Express Endorsed American Express Services (in 1994) Advert Message: “customers + store owners of these stores (Body Shop) prefer AMEX” Discussed Trade-Not-Aid Programme 3 Commercials + Print Advertising BSI Customers saw Roddick as “Selling Out” Roddick had promised never to advertise Never claimed not to advertiseThe Body Shop  “It would be wrong for people to think that we have some kind of moral problem with using advertising.”  “Using glamorous images or “miracle cure” claims – those kinds of things you won’t see us doing.” Anita Roddick, 1994 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 20
    • Anita Roddick (1942-2007) Passed away September 10, 2007 Acute Brain Hemorrhage Complained of Severe Headache Same thing Bret Michaels suffered last week Left her estate to charities (moral grounds)The Body Shop 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 21
    • Articles AdvertisingAge Body Shop rated as being among the top ten companies with social responsibility at the core „The Body Shop has contributed significantly to the causes it supports, and exemplifies how other companies can do the same.“The Body Shop 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 22
    • Articles Compass Online The Body Shop fails to be a totally “green” business Constant either/ or decision between being socially responsible or profitableThe Body Shop 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 23
    • Bibliography (n.a.), The Body Shop, Retrived from http://www.thebodyshop.co.uk/_en/_gb/index.aspx Liodice, B., 10 Companies With Social Responsibility at the Core. (April 19,2010). In Advertising Age . Retrieved fromhttp://adage.com/cmostrategy/article?article_id=143323 Suzuki, N., The Truth about The Body Shop. (May 12, 2009). In CompassOnline. Retrieved fromThe Body Shop http://www.tsujiru.net/compass/compass_1996/reg/suzuki_noriko.htm 06.03.2012 Business & Society: Alexander Dietrich, Inna Zakharova, Thomas Ruschke, Corinna Ziegler 24
    • Thank you... Business & Society: Alexander Dietrich,06.03.2012 Inna Zakharova, Thomas Ruschke, Corinna 26 Ziegler