A CASE STUDY ON BODY SHOP Nidhi Singh 169 Rohini Kamath 003
ABOUT BODY SHOP <ul><li>The Body Shop International plc, known as The Body Shop, has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world </li></ul><ul><li>The Body Shop was founded by the late Dame Anita Roddick and is now part of the L'Oréal corporate group </li></ul><ul><li>The brand also supports anti Animal Testing laws and Community Trade </li></ul><ul><li>The Body Shop At Home, the direct-selling arm, is launched in the UK in 1994, Canada in 1995, Australia in 1997, and USA in 2001. </li></ul><ul><li>The Body Shop launched in India on June 6, 2006 at the Inorbit Mall in Malad, Mumbai. In 2006 itself The Body Shop (India) launched 8 stores in various parts of the country </li></ul><ul><li>Subsidiaries/Affiliates:- </li></ul><ul><li>Body Shop International has operations across 52 countries through its affiliates and subsidiaries </li></ul>Source : www.thebodyshop.in
WHY BODY SHOP This brand has always supported personal care with utmost respect. Priority for the brand has been healthy skin and body as opposed to beauty like other brands The brand has always stood for a lot of causes and has not hesitated to voice an opinion WHAT TO EXPECT FROM THIS CASE STUDY A re launch for India keeping in mind the host of print ads that the brand has released in other countries Adapting their international ads to Indian ideas
CORE VALUES <ul><li>Against animal testing </li></ul><ul><li>Supporting community trade </li></ul><ul><li>Activating self esteem </li></ul><ul><li>Defending human rights </li></ul><ul><li>Protecting our planet </li></ul>Source : www.thebodyshop.in
INDIAN COSMETIC INDUSTRY <ul><li>Broad Categories – toileteries, decoratives or color cosmetics & skin care products </li></ul><ul><li>Of the Rs 3,000-crore cosmetics and toiletries industry, the market size of the skin-care segment alone is estimated at Rs 1,200 crore </li></ul><ul><li>Gradual shift from homemade products to readymade cosmetics </li></ul><ul><li>Major Players – Hindustan Lever, Ponds India, Lakme, P&G, Palmolive, J&J </li></ul><ul><li>A slightly hesitant and reserved customer base </li></ul>Source : thehindubusinessline
SWOT Strengths:- Leading player in a niche market High brand loyalty Weaknesses:- Problems in franchisee system High operating costs Opportunities:- The ‘Metrosexual’ factor Threats:- Strong competition Negative publicity
WHAT ARE WE DOING <ul><li>Body shop is a great brand , however the Indian consumer does find it expensive </li></ul><ul><li>Our plan is to reintroduce the brand in Indian cities and position it as a daily use / daily care product </li></ul><ul><li>Cost is also an important factor that is to be considered. Currently the brand is targeted at the upper middle class consumer who can spend a little extra on himself/herself </li></ul><ul><li>Another aspect is that the Indian consumer has been devoid of relevant Indian ads. Most ads are announcements of promotional offers. This has to now change to essentially revolve around communicating more about the brand and less about the offers. </li></ul>
FAVOURABLE FACTORS <ul><li>Demand for Natural Cosmetics </li></ul><ul><li>Growth of Direct Sales Channel </li></ul><ul><li>Shift in Focus to Youth </li></ul><ul><li>Changing Consumer Lifestyles </li></ul><ul><li>Increasing Role of Media </li></ul>OUTLOOK <ul><li>Changing Focus </li></ul><ul><li>Innovations in Cosmetics Segment </li></ul><ul><li>Demand for Cosmeceuticals </li></ul><ul><li>ISSUES AND IMPLICATIONS </li></ul><ul><li>Vulnerability of Human Skin </li></ul><ul><li>FDA Warning in Untested Products </li></ul><ul><li>Pending EU Regulations </li></ul>
Multiple online platforms already exists for Indian consumers. The brand has a strong presence on online communities . However they are leveraging it completely. There is absolutely no interaction that the brand has with the consumer on the forums that they have online. This platform will help them stay well connected with their consumer and deliver better BODY SHOP COMMUNITY ON FACEBOOK WITH 1,67,449 FANS BODY SHOP COMMUNITY ON ORKUT WITH 214 MEMBERS Connecting Student and young professionals who would love to use the brand are best engaged online
BODY SHOP COMMUNITY ON ORKUT WITH 214 MEMBERS Connecting Use of NLP i.e Natural Language processing on the website , where visitor can chat with Body shop and the brand in return gathers a lot of information about consumers likes and dislikes.
The USP of the brand is quality. Any Body shop user would vouch for the fact that the product is great on the skin and this is why he/she continues to buy it. However most people have not tried out the brand. This issue can be dealt with by carrying out sampling activities or events at well known malls in cities. Tabling at college events with free sampling would encourage more individuals to try the product. Connecting ……events and promotions
Creating BLOGGING The brand has an international blog that updates consumers on their offers and promotional activities . The blog also offers advise on personal care and how their products can help better. A similar blog for Indian audiences will help the brand reach out to its audience better. Digg it / reddit / mixx : is a place for people to discover and share content from anywhere on the web . Once something is submitted about Body Shop , other people see it and Digg what they like best.
Creating …. Body shop has a channel on youtube that can be leveraged better to appeal to the Indian consumer . Skin care tips and suggestions on best products to be used and how could be demonstrated on this channel
Connecting by mobile Four square/ yelp/gowalla : Use these networking site to relay information to younger TG through their mobile phones. These would be individuals who are on the network. Consumers can also meet other like minded people and discuss common interests . These websites help incorporate the element of location into the brand. SMS gupshup : i s mobile group SMS service that allows users to create mobile communities and broadcast messages to them. A mobile community for Body shop would help the brand reach out to its consumers.
Customization FLICKR Tie up with Flickr to promote a campaign where women can upload their pictures online and try various products on themselves virtually and have transformations which would serve to be a seamless integration into the site. WIDGETS Include a page on the website that specifically invites users to copy codes that install campaign logos, photos, icons on their websites, which then link back to a campaign donation page. Also create widgets on myth and rumour busters about skin care, skin cancer and so on. GAMES Body shop can tie up with Zapak gaming to introduce games that focus on skin care and make up.
Connecting and collecting MAKE A PRESENCE FELT BY RESPONDING ON Yahoo answers Ibibo sawal Rediff Q & A Indiatimes. Com Mahalo.com Mouthshut TWEET AND RETWEET Extensively tweet and get re-tweeted on the already existing twitter page VOTING SITES Use voting sites to gauge customer reactions to different launches , product prices etc