The Body Shop


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PowerPoint presentation used during final deliverable of my team's semester project. (Fall 2010)

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  • Mention the products (lotion, shampoo, chapstick, body wash, etc)
  • The Body Shop

    1. 1. The Body Shop Cody, Ashley, Katye, Elisabeth
    2. 2. Introduction <ul><li>The Body Shop values natural ingredients, animal-free testing, environmentally friendly practices and a commitment to company values </li></ul><ul><ul><li>“ 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” ( </li></ul></ul>
    3. 3. Client <ul><li>The Body Shop </li></ul><ul><ul><li>Green initiative </li></ul></ul><ul><ul><li>Ethical and environmentally friendly </li></ul></ul><ul><ul><li>Involved in social issues </li></ul></ul><ul><ul><li>Campaigns: </li></ul></ul><ul><ul><ul><li>Activate Self-Esteem </li></ul></ul></ul><ul><ul><ul><li>Against Animal Testing </li></ul></ul></ul><ul><ul><ul><li>Support Community Trade </li></ul></ul></ul><ul><ul><ul><li>Protect Our Planet </li></ul></ul></ul><ul><ul><ul><li>Defend Human Rights </li></ul></ul></ul>
    4. 4. Target Market <ul><li>Well-educated women ages 18-55 </li></ul><ul><li>Well-educated men 30-55 with higher income </li></ul><ul><li>Interested in ethical and environmentally friendly products </li></ul><ul><li>Willing to pay more for quality beauty products </li></ul>
    5. 5. Objective <ul><li>Reinvigorate The Body Shop in the minds of women who have previous experience with the brand </li></ul><ul><li>Introduce the brand to men and younger women who have little to no experience with The Body Shop </li></ul>
    6. 6. Problem <ul><li>Not in recession proof category </li></ul><ul><li>Low brand awareness </li></ul><ul><ul><li>Ethics </li></ul></ul><ul><ul><li>Values </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Services </li></ul></ul>
    7. 7. Research Questions <ul><li>What is the target market’s attitude toward The Body Shop? </li></ul><ul><li>How aware is the target market of The Body Shop’s involvement in social issues? </li></ul><ul><li>Do consumers believe The Body Shop refuses to test products on animals? </li></ul><ul><li>What is the consumer perception of the men’s line? </li></ul><ul><li>How likely are consumers to purchase The Body Shop products in a supermarket? </li></ul>
    8. 8. Research Method <ul><li>Quantitative </li></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><ul><li>Facebook, e-mail, Word of mouth </li></ul></ul></ul><ul><ul><ul><ul><li>82 Respondents </li></ul></ul></ul></ul><ul><li>Qualitative </li></ul><ul><ul><li>Focus Group </li></ul></ul><ul><ul><ul><li>9 participants </li></ul></ul></ul><ul><ul><ul><ul><li>TCU Students (Juniors and Seniors) </li></ul></ul></ul></ul>
    9. 9. Research Method <ul><li>Survey </li></ul><ul><ul><li>Broad sample </li></ul></ul><ul><ul><ul><li>Reach non-college students </li></ul></ul></ul><ul><li>Focus Group </li></ul><ul><ul><li>Insight into the target market </li></ul></ul><ul><ul><li>In-depth conversations </li></ul></ul><ul><ul><li>Understand feelings towards beauty products and The Body Shop </li></ul></ul>
    10. 10. Key Findings <ul><li>Convenience </li></ul><ul><ul><li>40.7% responded Target as most preferred store </li></ul></ul><ul><ul><li>Buy beauty products while at the store </li></ul></ul><ul><ul><li>More important than environmentally friendly </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>46.9% responded $20+ monthly budget for beauty/health products </li></ul></ul><ul><ul><li>28.4% responded $16-$20 monthly </li></ul></ul><ul><ul><li>Company ’s values and ethics are important </li></ul></ul><ul><ul><li>Women spend more than men </li></ul></ul>
    11. 11. Key Findings <ul><li>Awareness of The Body Shop </li></ul><ul><ul><li>34.6% responded ‘unfamiliar’ </li></ul></ul><ul><ul><li>23.5% responded ‘very unfamiliar’ </li></ul></ul><ul><ul><li>Believed The Body Shop was a “car repair shop” or an “orthopedic store” </li></ul></ul><ul><li>Company ’s Ethical and Social issues </li></ul><ul><ul><li>14.8% responded ‘very important’ </li></ul></ul><ul><ul><li>50% responded ‘somewhat important’ </li></ul></ul><ul><ul><li>Mostly unaware of The Body Shop ’s involvement </li></ul></ul><ul><ul><ul><li>(including no animal testing) </li></ul></ul></ul><ul><ul><li>“ As long as there are no negatives” </li></ul></ul>
    12. 12. Key Findings <ul><li>Supermarket line </li></ul><ul><ul><li>46.9% responded likely to purchase The Body Shop products </li></ul></ul><ul><ul><li>Target considered most favorable </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><li>Men’s line </li></ul><ul><ul><li>8.6% responded ‘somewhat aware’ </li></ul></ul><ul><ul><li>Stereotype of male customer: Guy who “eats lunch at Central Market” </li></ul></ul><ul><ul><li>12.3% of women said they would purchase something for a male </li></ul></ul><ul><ul><li>Men want “products that work” </li></ul></ul>
    13. 13. The End Questions?