Presentacion body shop

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Presentacion body shop

  1. 1. MCC 2011 – 2012Blanca Domínguez PiñónAlberto Gallego-Casilda Benítez
  2. 2. There is no scientifc answer forThere is no scientifc answer forsuccess,success,You can not defne it,You can not defne it,you just have to live it and do it.you just have to live it and do it.Anita Roddick.Anita Roddick.Founder of The Body ShopFounder of The Body Shop
  3. 3. External AnalysisExternal Analysis●Cosmetic industry : survival in the economical crisis.Cosmetic industry : survival in the economical crisis.●International Holdings Companies.International Holdings Companies.●Natural Cosmetic: 2% of the cosmetic market and growingNatural Cosmetic: 2% of the cosmetic market and growing●Spanish Market:Spanish Market:●Cosmetic: 6028 millions €Cosmetic: 6028 millions €●Natural Cosmetic: 350 millions €Natural Cosmetic: 350 millions €
  4. 4. PEST AnalysisPEST Analysis
  5. 5. PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproducts
  6. 6. PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in behavior:Changes in behavior:distribution brandsdistribution brands
  7. 7. PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges inChanges inconsumption:consumption:distribution brandsdistribution brandsSocialEcological boomEcological boomEnvironmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees
  8. 8. PEST AnalysisPEST AnalysisPolitical & legalLack of legislationLack of legislationNo certification lawsNo certification lawsforforNatural – organicNatural – organicproductsproductsEconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges inChanges inconsumption:consumption:distribution brandsdistribution brandsSocialEcological boomEcological boomEnvironmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchiseesTechnologicalInternetInternetR&D in naturalR&D in naturalcosmeticcosmetic
  9. 9. PORTER Analysis
  10. 10. PORTER AnalysisThreat of newentrantsDifficultyDifficultyHight InvestementHight InvestementAdvertisign &Advertisign &promotionpromotionFranchise as productFranchise as product
  11. 11. PORTER AnalysisRivalry betweencompetitorsCompetitive BusinessCompetitive BusinessSegmentation &Segmentation &diversificationdiversificationNatural CosmeticNatural Cosmeticbecoming competitivebecoming competitive
  12. 12. PORTER AnalysisPower of SuppliersFair Trade (RSC ofFair Trade (RSC ofThe Body Shop)The Body Shop)Product QualityProduct Quality
  13. 13. PORTER AnalysisPower of BuyersConsumers. ReactionConsumers. Reactionto the offerto the offerFranchisees. NoFranchisees. Nonegociation powernegociation power
  14. 14. PORTER AnalysisSubstitute ProductsConsumers. WideConsumers. Widerange of possibilitiesrange of possibilitiesFranchisees.Franchisees.Brand reputation asBrand reputation askey factorkey factor
  15. 15. PORTER Analysis Conclusions●Balanced power between suppliers and companyBalanced power between suppliers and company●Limited power of consumers and francheseesLimited power of consumers and franchesees●Hight investment as barrierHight investment as barrier●Hightly competitive industryHightly competitive industry
  16. 16. COMPETITORS
  17. 17. COMPETITORSNATURAL &ORGANICDIVERSIFICATIONLOW COST vs.PREMIUM
  18. 18. COMPETITORSMASS MARKETBRANDSNATURALCOSMETICBRANDSPREMIUMBRANDS
  19. 19. COMPETITORS
  20. 20. COMPETITORS
  21. 21. COMPETITORS
  22. 22. COMPETITORS
  23. 23. COMPETITORS
  24. 24. COMPETITORS
  25. 25. COMPETITORS
  26. 26. COMPETITORS
  27. 27. COMPETITORS CONCLUSSIONSTHE BODY SHOP POSITION : ORGANIC + RSC
  28. 28. INTERNAL ANALYSIS
  29. 29. INTERNAL ANALYSIS1976. First Store1976. First Storein Brighton UKin Brighton UK1984. London1984. LondonStock ExchangueStock Exchangue1990. The Body1990. The BodyShop FoundationShop Foundation
  30. 30. INTERNAL ANALYSIS1976. first Store1976. first Storein Brighton UKin Brighton UK1984. London1984. LondonStock ExchangueStock Exchangue1990. The Body1990. The BodyShop FoundationShop Foundation1994. The Body1994. The BodyShop at homeShop at home2006. Loreal2006. LorealGroupGroup2008. Brand2008. BrandRenovationRenovation
  31. 31. INTERNAL ANALYSISIntegrated into LOreal holding since 2006.Integrated into LOreal holding since 2006.Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
  32. 32. INTERNAL ANALYSISIntegrated into LOreal holding since 2006.Integrated into LOreal holding since 2006.Mantaining Independence, ethical and identityMantaining Independence, ethical and identityStores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain1087 own stores 11 onws1087 own stores 11 onws1526 franchises 56 franchesees1526 franchises 56 francheseesProducts only available in The Body Shop StoresProducts only available in The Body Shop Stores
  33. 33. MISSION, VISION, VALUES
  34. 34. MISSION, VISION, VALUESThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedAnita Roddick
  35. 35. MISSION, VISION, VALUESThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedAnita RoddickThe vision of The Body Shop is to show howethics and social responsibilty are fully integrated in work.Slogan “Trying to do well”The mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greedThe mission of a company should not only be a questionof money, but also of responsability. It should be aquestion of common welfare and not of private greed
  36. 36. MISSION, VISION, VALUES
  37. 37. CSR
  38. 38. CSRETHICAL TRADINGBASIC CODE
  39. 39. THE BRAND
  40. 40. ● ETHICAL BRANDINGCSR applied to brand● IDENTITYBased on the values● GREEN & CONCIOUSAs Brand caracterTHE BRAND
  41. 41. THE BRAND
  42. 42. THE BRAND PERCEPTION
  43. 43. THE BRAND PERCEPTION
  44. 44. THE BRAND PERCEPTION
  45. 45. THE BRAND PERCEPTIONPOSITIVE
  46. 46. THE BRAND PERCEPTIONPOSITIVE ETHICAL
  47. 47. THE BRAND PERCEPTIONPOSITIVE ETHICALRELIABLE
  48. 48. THE BRAND PERCEPTIONPOSITIVE ETHICALRELIABLE ECOLOGICAL
  49. 49. CONSUMERCONSUMER●WOMEN 25 – 40WOMEN 25 – 40●LOYALTYLOYALTY●AGING POPULATIONAGING POPULATION●MENMENTARGET
  50. 50. CONSUMERCONSUMER●WOMEN 25 – 40WOMEN 25 – 40●LOYALTYLOYALTY●AGING POPULATIONAGING POPULATION●MENMENTARGETFRANCHISEESFRANCHISEES●56 STORES in Spain56 STORES in Spain●POTENTIALPOTENTIAL
  51. 51. COMMUNICATION ANALYSISCOMMUNICATION ANALYSIS
  52. 52. ● Brand Values● The Body Shop Foundation actions● No mass media● Guerrilla Marketing & Word of mouth● Humanitarian Actions● Strength of the companyCOMMUNICATION STYLECOMMUNICATION STYLE
  53. 53. coherence ethicalCOMMUNICATION TONECOMMUNICATION TONE
  54. 54. friendly reliableCOMMUNICATION TONECOMMUNICATION TONE
  55. 55. ONLINE COMMUNICATION
  56. 56. ONLINE COMMUNICATIONKey words & descripion metadata SEO
  57. 57. ONLINE COMMUNICATION
  58. 58. ONLINE COMMUNICATION
  59. 59. ONLINE COMMUNICATION
  60. 60. ONLINE COMMUNICATIONACTIVEPROFILESCONTENTSCREATIONFREQUENTUPDATEINTERACTIVITYFRIENDLYTONECOMMUNITYMANAGEMENT
  61. 61. ONLINE COMMUNICATIONSMALL NUMBEROF FOLLOWERS, LIKERS, PINNEST, VIEWERS
  62. 62. PUBLIC RELATIONS
  63. 63. PUBLIC RELATIONSNEW VISUAL IDENTITY
  64. 64. PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS
  65. 65. PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS“PULSE” STORE
  66. 66. PUBLIC RELATIONSNEW VISUAL IDENTITY BRAND AMBASSADORS“PULSE” STOREPRODUCTSPROMINENCE
  67. 67. PULSE STORE
  68. 68. BRAND AMBASSADOR: LILY COLE
  69. 69. PRODUCTS
  70. 70. ACTIONS AND CHAMPAIGNS
  71. 71. ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  72. 72. ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  73. 73. ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  74. 74. ACTIONS AND CHAMPAIGNSVALUES OF THE COMPANY
  75. 75. ACTIONS AND CHAMPAIGNS
  76. 76. SWOTSWOT
  77. 77. SWOTSWOTStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal support
  78. 78. SWOTSWOTWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung targetStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal support
  79. 79. SWOTSWOTOpportunitiesProduct developmentProduct developmentMale targetMale targetEco BoomEco BoomOnline StoreOnline StoreAging populationAging populationStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal supportWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target
  80. 80. SWOTSWOTOpportunitiesProduct developmentProduct developmentMale targetMale targetEco BoomEco BoomOnline StoreOnline StoreAging populationAging populationStrengthsViral MarketingViral MarketingCommunity of consumerCommunity of consumerCSRCSRBrand LoyaltyBrand LoyaltyLOreal supportLOreal supportWeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung targetThreatsLOreal valuesLOreal valuesCompetitorsCompetitorsSuppliersSuppliers
  81. 81. CONCLUSIONSCONCLUSIONS
  82. 82. SO FAR SO GOODSO FAR SO GOODRecent strategy is changing the communciation of theRecent strategy is changing the communciation of thecompanycompany
  83. 83. CONCLUSIONSCONCLUSIONSRecent strategy is changing the communciation of theRecent strategy is changing the communciation of thecompanycompanyRECOMMENDATIONSRECOMMENDATIONS●New target: Premium consumer, youngers and maleNew target: Premium consumer, youngers and male●Reinforce communication with franchiseesReinforce communication with franchisees●Use Mass MediaUse Mass Media●Reinforce Online StrategyReinforce Online Strategy
  84. 84. Proposal
  85. 85. Strategy
  86. 86. StrategyTactical positioningTactical positioningChange perception ofChange perception ofthe brandthe brandFocus on Premium,Focus on Premium,young and male targetyoung and male targetActions by target:Actions by target:Consumer &Consumer &FranchiseesFranchisees
  87. 87. StrategyChannelsChannelsTHE STORESTHE STORESON LINEON LINEOFF LINEOFF LINE
  88. 88. StrategyPrinciplesPrinciplesThe BrandThe Brand+ The Products+ The ProductsMaintenance ofMaintenance ofEthical ValuesEthical ValuesInIn communicationcommunication
  89. 89. ON LINE COMMUNICATION
  90. 90. ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATION
  91. 91. ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITE
  92. 92. ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERS
  93. 93. ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERSIMPLEMENTSEO & SEMSTRATEGYMAINTAININGON LINEBRANDREPUTATION
  94. 94. ON LINE COMMUNICATIONMAINTAININGON LINEBRANDREPUTATIONGENERATETRAFFICTO THEWEBSITEINCREASESOCIAL MEDIAFOLLOWERSIMPLEMENTSEO & SEMSTRATEGYMAINTAININGON LINEBRANDREPUTATIONINCREASERANGE OFONLINECAMPAIGNS
  95. 95. ON LINE COMMUNICATIONWEBSITE
  96. 96. HTML SEOON LINE COMMUNICATIONWEBSITEDescriptionThe Body Shop, la tienda de cosmética naturalHecha de forma ética y sostenible, basada en elcomercio justo. Cosmética naturalde confianza
  97. 97. HTML SEOON LINE COMMUNICATIONWEBSITEDescriptionThe Body Shop, la tienda de cosmética naturalHecha de forma ética y sostenible, basada en elcomercio justo. Cosmética naturalde confianzaMeta Tags“Natural Cosmetic” - “Sustainable Beauty”“Fair trade cosmetics” - “Natural beauty products”“Cosmetic ethics”...
  98. 98. NEW SECTIONSON LINE COMMUNICATIONWEBSITE
  99. 99. NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the company
  100. 100. NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the companyYour Body ShopexperienceAskThe Body Shop
  101. 101. NEW SECTIONSON LINE COMMUNICATIONWEBSITEREINFORCE 2.0 STRATEGYInteractivity between users and the companyYour Body ShopexperienceAskThe Body ShopREINFORCE CONECTION BETWEENWEBSITE AND SOCIAL MEDIA PROFILE
  102. 102. ON LINE COMMUNICATIONSOCIAL MEDIA
  103. 103. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sites
  104. 104. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSC
  105. 105. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”
  106. 106. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystem
  107. 107. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystemThe Body ShopBlog
  108. 108. ON LINE COMMUNICATIONSOCIAL MEDIAPromotions inall the socialmedia &sitesAsk for proposalForRSCPay with a tweetPay with a “like”CommunityManagementSystemThe Body ShopBlogMonitoringforums
  109. 109. ON LINE COMMUNICATIONCAMPAIGNS
  110. 110. ON LINE COMMUNICATIONACTIONSSmartphoneAppGeolocation
  111. 111. ON LINE COMMUNICATIONPUBLIC RELATIONSEventsForBloggers
  112. 112. ON LINE COMMUNICATIONINTERNAL TARGET
  113. 113. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFF
  114. 114. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE INTRANETVirtual communityReference siteForumsTrainingMonitoring system
  115. 115. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFSENSE OF BELONGING
  116. 116. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE BLOG
  117. 117. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFCORPORATE EVENTSCORPORATE VIDEOS
  118. 118. ON LINE COMMUNICATIONINTERNAL TARGETPROVIDERSFRANCHISEESSTAFFTRAININGPROGRAM
  119. 119. EXTERNAL COMMUNICATIONNew ChannelsNo BounderiesNew Concepts
  120. 120. EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”
  121. 121. EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”Goal:Goal: Create an unique shopping experience, generating aCreate an unique shopping experience, generating agreater consumer traffic in stores, both owned stores angreater consumer traffic in stores, both owned stores anfranchises. Increase by 10% turnover of establishmentsfranchises. Increase by 10% turnover of establishments
  122. 122. EXTERNAL COMMUNICATIONTHE STORE“Pulse, a heartbeat in the Community”Modern design with an air of boutiqueModern design with an air of boutiqueUnique shopping experienceUnique shopping experienceTables with storiesTables with storiesClient flow controlledClient flow controlledA corner to gift-wrappingA corner to gift-wrappingStorytelling . ValuesStorytelling . Values
  123. 123. EXTERNAL COMMUNICATIONGREEN POINT
  124. 124. EXTERNAL COMMUNICATIONGREEN POINTGoal: Promote theenvironment respectOf The Body Shop
  125. 125. EXTERNAL COMMUNICATIONGREEN POINTGoal: Promote theenvironment respectOf The Body ShopSponsorship with MadridCity Council.Bicycles able to use withThe fidelity card of TheBody Shop
  126. 126. EXTERNAL COMMUNICATIONECO SHELTERS
  127. 127. EXTERNAL COMMUNICATIONECO SHELTERSGoal: AssociateThe Body Shop brand asa premium option
  128. 128. EXTERNAL COMMUNICATIONMETRO GOYA STATION
  129. 129. EXTERNAL COMMUNICATIONMETRO GOYA STATIONImpact of 200,000 people.To get users of the station to become brand prescriptors,and that the brand becomes part of their everyday lifeGenerate expectation and interaction
  130. 130. EXTERNAL COMMUNICATIONROCK YOUR BODY
  131. 131. EXTERNAL COMMUNICATIONROCK YOUR BODYImpact of 500,000 people.Sponsoring areas of the main parks in Madrid in orderto create an emotionalbond between brand and consumers.
  132. 132. EXTERNAL COMMUNICATIONCHARITY ACTIONS
  133. 133. EXTERNAL COMMUNICATIONCHARITY ACTIONS360 strategy. Promotion on social mediaand in the space “Rock Your Body” in the Retiro Park.The aim is that the prescriptors of the brand supportthe initiative following the social media profile of thecompanyDonations of the users: Pay with a Tweet or a LikeFor instance: Valencia fire
  134. 134. TIMMING & BUDGET
  135. 135. TIMMING & BUDGET
  136. 136. TIMMING & BUDGET
  137. 137. TIMMING & BUDGET
  138. 138. TIMMING & BUDGET
  139. 139. TIMMING & BUDGET
  140. 140. TIMMING & BUDGET
  141. 141. TIMMING & BUDGET
  142. 142. TIMMING & BUDGET
  143. 143. THANKSFORYOURATENTION

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