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S W O T  Strong (CSR) brand identity  Extensive CSR program  Firstmover brand advantage  Able to draw from L’Oreal economies of scale and experience curve  Own retail network  Owned by L’Oreal and is thereby connected to their none-ethical image  High seasonality in sales (Christmas)  Increasing doubt and mistrust about CSR  Increasing preference for ecological and ethical products  Growing men’s cosmetic market  Economic recovery in sight Credibility issue
Key Publics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Action/Response strategies - the CSR credibility issue: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interpersonal Communication Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organizational Media Tactics ,[object Object],[object Object],[object Object]
News Media Tactics: ,[object Object],[object Object],[object Object]

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Body Shop

  • 2. S W O T  Strong (CSR) brand identity  Extensive CSR program  Firstmover brand advantage  Able to draw from L’Oreal economies of scale and experience curve  Own retail network  Owned by L’Oreal and is thereby connected to their none-ethical image  High seasonality in sales (Christmas)  Increasing doubt and mistrust about CSR  Increasing preference for ecological and ethical products  Growing men’s cosmetic market  Economic recovery in sight Credibility issue
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.

Editor's Notes

  1. May – step 1
  2. May – step 2 The public (Twitter Image) supports out thesis that The Body Shop faces a credibility and value issue – however visibility is not an issue.
  3. David– step 3
  4. Kat – step 5
  5. Nat step 6
  6. David – step 7a
  7. Nat– step 7b
  8. Nat– step 7c :both corporate news and product news