Presentacion body shop
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This document provides an analysis of The Body Shop, including their external environment, competitors, and internal strengths and weaknesses. Externally, the natural cosmetics market is growing but still small overall. Competitors range from mass market to premium brands. Internally, The Body Shop maintains its values since being acquired by L'Oreal in 2006. Their brand is seen as ethical but needs to target younger consumers and males. Recommendations include reinforcing online strategy, using mass media, expanding products, and targeting premium customers.
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Presentacion body shop
- 1. MCC 2011 – 2012 Blanca Domínguez Piñón Alberto Gallego-Casilda Benítez
- 2. There is no scientifc answer forThere is no scientifc answer for success,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. 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 €
- 5. PEST AnalysisPEST Analysis Political & legal Lack of legislationLack of legislation No certification lawsNo certification laws forfor Natural – organicNatural – organic productsproducts
- 6. PEST AnalysisPEST Analysis Political & legal Lack of legislationLack of legislation No certification lawsNo certification laws forfor Natural – organicNatural – organic productsproducts Economical Crisis. No creditCrisis. No credit -5% in consumption-5% in consumption Changes in behavior:Changes in behavior: distribution brandsdistribution brands
- 7. PEST AnalysisPEST Analysis Political & legal Lack of legislationLack of legislation No certification lawsNo certification laws forfor Natural – organicNatural – organic productsproducts Economical Crisis. No creditCrisis. No credit -5% in consumption-5% in consumption Changes inChanges in consumption:consumption: distribution brandsdistribution brands Social Ecological boomEcological boom Environmental impactEnvironmental impact Self-employmentSelf-employment New franchiseesNew franchisees
- 8. PEST AnalysisPEST Analysis Political & legal Lack of legislationLack of legislation No certification lawsNo certification laws forfor Natural – organicNatural – organic productsproducts Economical Crisis. No creditCrisis. No credit -5% in consumption-5% in consumption Changes inChanges in consumption:consumption: distribution brandsdistribution brands Social Ecological boomEcological boom Environmental impactEnvironmental impact Self-employmentSelf-employment New franchiseesNew franchisees Technological InternetInternet R&D in naturalR&D in natural cosmeticcosmetic
- 10. PORTER Analysis Threat of new entrants DifficultyDifficulty Hight InvestementHight Investement Advertisign &Advertisign & promotionpromotion Franchise as productFranchise as product
- 11. PORTER Analysis Rivalry between competitors Competitive BusinessCompetitive Business Segmentation &Segmentation & diversificationdiversification Natural CosmeticNatural Cosmetic becoming competitivebecoming competitive
- 12. PORTER Analysis Power of Suppliers Fair Trade (RSC ofFair Trade (RSC of The Body Shop)The Body Shop) Product QualityProduct Quality
- 13. PORTER Analysis Power of Buyers Consumers. ReactionConsumers. Reaction to the offerto the offer Franchisees. NoFranchisees. No negociation powernegociation power
- 14. PORTER Analysis Substitute Products Consumers. WideConsumers. Wide range of possibilitiesrange of possibilities Franchisees.Franchisees. Brand reputation asBrand reputation as key factorkey factor
- 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. COMPETITORS
- 17. COMPETITORS NATURAL & ORGANIC DIVERSIFICATION LOW COST vs. PREMIUM
- 19. COMPETITORS
- 20. COMPETITORS
- 21. COMPETITORS
- 22. COMPETITORS
- 23. COMPETITORS
- 24. COMPETITORS
- 25. COMPETITORS
- 26. COMPETITORS
- 27. COMPETITORS CONCLUSSIONS THE BODY SHOP POSITION : ORGANIC + RSC
- 29. INTERNAL ANALYSIS 1976. First Store1976. First Store in Brighton UKin Brighton UK 1984. London1984. London Stock ExchangueStock Exchangue 1990. The Body1990. The Body Shop FoundationShop Foundation
- 30. INTERNAL ANALYSIS 1976. first Store1976. first Store in Brighton UKin Brighton UK 1984. London1984. London Stock ExchangueStock Exchangue 1990. The Body1990. The Body Shop FoundationShop Foundation 1994. The Body1994. The Body Shop at homeShop at home 2006. L'oreal2006. L'oreal GroupGroup 2008. Brand2008. Brand RenovationRenovation
- 31. INTERNAL ANALYSIS Integrated into L'Oreal holding since 2006.Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
- 32. INTERNAL ANALYSIS Integrated into L'Oreal holding since 2006.Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity Stores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain 1087 own stores 11 onws1087 own stores 11 onws 1526 franchises 56 franchesees1526 franchises 56 franchesees Products only available in The Body Shop StoresProducts only available in The Body Shop Stores
- 34. MISSION, VISION, VALUES The mission of a company should not only be a question of money, but also of responsability. It should be a question of common welfare and not of private greed Anita Roddick
- 35. MISSION, VISION, VALUES The mission of a company should not only be a question of money, but also of responsability. It should be a question of common welfare and not of private greed Anita Roddick The vision of The Body Shop is to show how ethics and social responsibilty are fully integrated in work. Slogan “Trying to do well” The mission of a company should not only be a question of money, but also of responsability. It should be a question of common welfare and not of private greed The mission of a company should not only be a question of money, but also of responsability. It should be a question of common welfare and not of private greed The mission of a company should not only be a question of money, but also of responsability. It should be a question of common welfare and not of private greed
- 37. CSR
- 39. THE BRAND
- 40. ● ETHICAL BRANDING CSR applied to brand ● IDENTITY Based on the values ● GREEN & CONCIOUS As Brand caracter THE BRAND
- 41. THE BRAND
- 46. THE BRAND PERCEPTION POSITIVE ETHICAL
- 47. THE BRAND PERCEPTION POSITIVE ETHICAL RELIABLE
- 48. THE BRAND PERCEPTION POSITIVE ETHICAL RELIABLE ECOLOGICAL
- 49. CONSUMERCONSUMER ● WOMEN 25 – 40WOMEN 25 – 40 ● LOYALTYLOYALTY ● AGING POPULATIONAGING POPULATION ● MENMEN TARGET
- 50. CONSUMERCONSUMER ● WOMEN 25 – 40WOMEN 25 – 40 ● LOYALTYLOYALTY ● AGING POPULATIONAGING POPULATION ● MENMEN TARGET FRANCHISEESFRANCHISEES ● 56 STORES in Spain56 STORES in Spain ● POTENTIALPOTENTIAL
- 52. ● Brand Values ● The Body Shop Foundation actions ● No mass media ● Guerrilla Marketing & Word of mouth ● Humanitarian Actions ● Strength of the company COMMUNICATION STYLECOMMUNICATION STYLE
- 56. ONLINE COMMUNICATION Key words & descripion metadata SEO
- 61. ONLINE COMMUNICATION SMALL NUMBER OF FOLLOWERS, LIKERS, PINNEST, VIEWERS
- 62. PUBLIC RELATIONS
- 63. PUBLIC RELATIONS NEW VISUAL IDENTITY
- 64. PUBLIC RELATIONS NEW VISUAL IDENTITY BRAND AMBASSADORS
- 65. PUBLIC RELATIONS NEW VISUAL IDENTITY BRAND AMBASSADORS “PULSE” STORE
- 66. PUBLIC RELATIONS NEW VISUAL IDENTITY BRAND AMBASSADORS “PULSE” STORE PRODUCTS PROMINENCE
- 67. PULSE STORE
- 68. BRAND AMBASSADOR: LILY COLE
- 69. PRODUCTS
- 71. ACTIONS AND CHAMPAIGNS VALUES OF THE COMPANY
- 72. ACTIONS AND CHAMPAIGNS VALUES OF THE COMPANY
- 73. ACTIONS AND CHAMPAIGNS VALUES OF THE COMPANY
- 74. ACTIONS AND CHAMPAIGNS VALUES OF THE COMPANY
- 76. SWOTSWOT
- 77. SWOTSWOT Strengths Viral MarketingViral Marketing Community of consumerCommunity of consumer CSRCSR Brand LoyaltyBrand Loyalty L'Oreal supportL'Oreal support
- 78. SWOTSWOT Weaknesses StoresStores Products in matureProducts in mature Sales restricted to storesSales restricted to stores Young targetYoung target Strengths Viral MarketingViral Marketing Community of consumerCommunity of consumer CSRCSR Brand LoyaltyBrand Loyalty L'Oreal supportL'Oreal support
- 79. SWOTSWOT Opportunities Product developmentProduct development Male targetMale target Eco BoomEco Boom Online StoreOnline Store Aging populationAging population Strengths Viral MarketingViral Marketing Community of consumerCommunity of consumer CSRCSR Brand LoyaltyBrand Loyalty L'Oreal supportL'Oreal support Weaknesses StoresStores Products in matureProducts in mature Sales restricted to storesSales restricted to stores Young targetYoung target
- 80. SWOTSWOT Opportunities Product developmentProduct development Male targetMale target Eco BoomEco Boom Online StoreOnline Store Aging populationAging population Strengths Viral MarketingViral Marketing Community of consumerCommunity of consumer CSRCSR Brand LoyaltyBrand Loyalty L'Oreal supportL'Oreal support Weaknesses StoresStores Products in matureProducts in mature Sales restricted to storesSales restricted to stores Young targetYoung target Threats L'Oreal valuesL'Oreal values CompetitorsCompetitors SuppliersSuppliers
- 82. SO FAR SO GOODSO FAR SO GOOD Recent strategy is changing the communciation of theRecent strategy is changing the communciation of the companycompany
- 83. CONCLUSIONSCONCLUSIONS Recent strategy is changing the communciation of theRecent strategy is changing the communciation of the companycompany RECOMMENDATIONSRECOMMENDATIONS ● 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. Proposal
- 85. Strategy
- 86. Strategy Tactical positioningTactical positioning Change perception ofChange perception of the brandthe brand Focus on Premium,Focus on Premium, young and male targetyoung and male target Actions by target:Actions by target: Consumer &Consumer & FranchiseesFranchisees
- 87. Strategy ChannelsChannels THE STORESTHE STORES ON LINEON LINE OFF LINEOFF LINE
- 88. Strategy PrinciplesPrinciples The BrandThe Brand + The Products+ The Products Maintenance ofMaintenance of Ethical ValuesEthical Values InIn communicationcommunication
- 90. ON LINE COMMUNICATION MAINTAINING ON LINE BRAND REPUTATION
- 91. ON LINE COMMUNICATION MAINTAINING ON LINE BRAND REPUTATION GENERATE TRAFFIC TO THE WEBSITE
- 92. ON LINE COMMUNICATION MAINTAINING ON LINE BRAND REPUTATION GENERATE TRAFFIC TO THE WEBSITE INCREASE SOCIAL MEDIA FOLLOWERS
- 93. ON LINE COMMUNICATION MAINTAINING ON LINE BRAND REPUTATION GENERATE TRAFFIC TO THE WEBSITE INCREASE SOCIAL MEDIA FOLLOWERS IMPLEMENT SEO & SEM STRATEGY MAINTAINING ON LINE BRAND REPUTATION
- 94. ON LINE COMMUNICATION MAINTAINING ON LINE BRAND REPUTATION GENERATE TRAFFIC TO THE WEBSITE INCREASE SOCIAL MEDIA FOLLOWERS IMPLEMENT SEO & SEM STRATEGY MAINTAINING ON LINE BRAND REPUTATION INCREASE RANGE OF ONLINE CAMPAIGNS
- 96. HTML SEO ON LINE COMMUNICATION WEBSITE Description The Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el comercio justo. Cosmética natural de confianza
- 97. HTML SEO ON LINE COMMUNICATION WEBSITE Description The Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el comercio justo. Cosmética natural de confianza Meta Tags “Natural Cosmetic” - “Sustainable Beauty” “Fair trade cosmetics” - “Natural beauty products” “Cosmetic ethics” ...
- 98. NEW SECTIONS ON LINE COMMUNICATION WEBSITE
- 99. NEW SECTIONS ON LINE COMMUNICATION WEBSITE REINFORCE 2.0 STRATEGY Interactivity between users and the company
- 100. NEW SECTIONS ON LINE COMMUNICATION WEBSITE REINFORCE 2.0 STRATEGY Interactivity between users and the company Your Body Shop experience Ask The Body Shop
- 101. NEW SECTIONS ON LINE COMMUNICATION WEBSITE REINFORCE 2.0 STRATEGY Interactivity between users and the company Your Body Shop experience Ask The Body Shop REINFORCE CONECTION BETWEEN WEBSITE AND SOCIAL MEDIA PROFILE
- 102. ON LINE COMMUNICATION SOCIAL MEDIA
- 103. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites
- 104. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites Ask for proposal For RSC
- 105. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites Ask for proposal For RSC Pay with a tweet Pay with a “like”
- 106. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites Ask for proposal For RSC Pay with a tweet Pay with a “like” Community Management System
- 107. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites Ask for proposal For RSC Pay with a tweet Pay with a “like” Community Management System The Body Shop Blog
- 108. ON LINE COMMUNICATION SOCIAL MEDIA Promotions in all the social media & sites Ask for proposal For RSC Pay with a tweet Pay with a “like” Community Management System The Body Shop Blog Monitoring forums
- 111. ON LINE COMMUNICATION PUBLIC RELATIONS Events For Bloggers
- 112. ON LINE COMMUNICATION INTERNAL TARGET
- 113. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF
- 114. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF CORPORATE INTRANET Virtual community Reference site Forums Training Monitoring system
- 115. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF SENSE OF BELONGING
- 116. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF CORPORATE BLOG
- 117. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF CORPORATE EVENTS CORPORATE VIDEOS
- 118. ON LINE COMMUNICATION INTERNAL TARGET PROVIDERS FRANCHISEES STAFF TRAINING PROGRAM
- 119. EXTERNAL COMMUNICATION New Channels No Bounderies New Concepts
- 120. EXTERNAL COMMUNICATION THE STORE “Pulse, a heartbeat in the Community”
- 121. EXTERNAL COMMUNICATION THE STORE “Pulse, a heartbeat in the Community” Goal:Goal: Create an unique shopping experience, generating aCreate an unique shopping experience, generating a greater consumer traffic in stores, both owned stores angreater consumer traffic in stores, both owned stores an franchises. Increase by 10% turnover of establishmentsfranchises. Increase by 10% turnover of establishments
- 122. EXTERNAL COMMUNICATION THE STORE “Pulse, a heartbeat in the Community” Modern design with an air of boutiqueModern design with an air of boutique Unique shopping experienceUnique shopping experience Tables with storiesTables with stories Client flow controlledClient flow controlled A corner to gift-wrappingA corner to gift-wrapping Storytelling . ValuesStorytelling . Values
- 124. EXTERNAL COMMUNICATION GREEN POINT Goal: Promote the environment respect Of The Body Shop
- 125. EXTERNAL COMMUNICATION GREEN POINT Goal: Promote the environment respect Of The Body Shop Sponsorship with Madrid City Council. Bicycles able to use with The fidelity card of The Body Shop
- 127. EXTERNAL COMMUNICATION ECO SHELTERS Goal: Associate The Body Shop brand as a premium option
- 128. EXTERNAL COMMUNICATION METRO GOYA STATION
- 129. EXTERNAL COMMUNICATION METRO GOYA STATION Impact of 200,000 people. To get users of the station to become brand prescriptors, and that the brand becomes part of their everyday life Generate expectation and interaction
- 130. EXTERNAL COMMUNICATION ROCK YOUR BODY
- 131. EXTERNAL COMMUNICATION ROCK YOUR BODY Impact of 500,000 people. Sponsoring areas of the main parks in Madrid in order to create an emotionalbond between brand and consumers.
- 133. EXTERNAL COMMUNICATION CHARITY ACTIONS 360 strategy. Promotion on social media and in the space “Rock Your Body” in the Retiro Park. The aim is that the prescriptors of the brand support the initiative following the social media profile of the company Donations of the users: Pay with a Tweet or a Like For instance: Valencia fire
- 134. TIMMING & BUDGET
- 135. TIMMING & BUDGET
- 136. TIMMING & BUDGET
- 137. TIMMING & BUDGET
- 138. TIMMING & BUDGET
- 139. TIMMING & BUDGET
- 140. TIMMING & BUDGET
- 141. TIMMING & BUDGET
- 142. TIMMING & BUDGET