The Body Shop produces beauty products inspired by nature and made ethically. It believes the only way to beauty is nature's way, and sources natural ingredients globally while protecting the planet. Though now owned by L'Oreal, it stays committed to its values of responsibility and public good over private greed. The document discusses conducting a SWOT analysis, segmenting the market between men and women aged 20-40, and setting objectives around sales growth, product trials, brand awareness, and repeat buyers over the next 12 months.
The slides are made to delineate the image of the body shop in the context of Pakistan. It includes all the tools and techniques which helps in understanding the body shop values and core competencies in great detail.
The slides are made to delineate the image of the body shop in the context of Pakistan. It includes all the tools and techniques which helps in understanding the body shop values and core competencies in great detail.
analisis lengkap mengenai The Body Shop
Analisis STP, Analisis marketing mix, history the body shop
core values the body shop, swot analysis, key success factor, dan marketing research the body shop
The Body Shop: Social Responsibility or sustained greenwashing?
Riflessione sulla responsabilità sociale di The Body Shop e il suo acquisto da parte di L'Orèal.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Presentation on Channel and Branding of Fair & Lovely (Unilever Pakistan)UmerKhan262
In this project distribution/channel and branding of fair & lovely was covered in detail along with market needs and trends related to the brand. Market segmentation was researched and it was found that this brand targets Social Class B,C and D. Apart from this, product strategy, portfolio and hierarchy was also discussed along with the pricing of products in general and modern trade. It was found that the brand is now trying to move from fairness and towards glow after facing severe backlash for promoting fair skin and presenting darker skin tones as unwanted.
Challenges faced in channel/distribution were also discussed and it was found that retailers don't want to keep inventory because of damage caused by storing large amount of inventory of the product.
Recommendations were made to capitalize on Local Modern Trade and make other products apart from fairness cream visible as well.
analisis lengkap mengenai The Body Shop
Analisis STP, Analisis marketing mix, history the body shop
core values the body shop, swot analysis, key success factor, dan marketing research the body shop
The Body Shop: Social Responsibility or sustained greenwashing?
Riflessione sulla responsabilità sociale di The Body Shop e il suo acquisto da parte di L'Orèal.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Presentation on Channel and Branding of Fair & Lovely (Unilever Pakistan)UmerKhan262
In this project distribution/channel and branding of fair & lovely was covered in detail along with market needs and trends related to the brand. Market segmentation was researched and it was found that this brand targets Social Class B,C and D. Apart from this, product strategy, portfolio and hierarchy was also discussed along with the pricing of products in general and modern trade. It was found that the brand is now trying to move from fairness and towards glow after facing severe backlash for promoting fair skin and presenting darker skin tones as unwanted.
Challenges faced in channel/distribution were also discussed and it was found that retailers don't want to keep inventory because of damage caused by storing large amount of inventory of the product.
Recommendations were made to capitalize on Local Modern Trade and make other products apart from fairness cream visible as well.
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
1. THE BODY SHOP
Beauty Products Inspired by Nature
and Ethically Made
Section F
SNEHA RAMAKRISHNAN
2. • “The business of business should not just be about money, it
should be about responsibility. It should be about public good, not
private greed.”
Dame Anita Roddick. Human Rights Activist.
• We believe there is only one way to beautiful, nature’s way. We’ve
believed this for years and still do. We constantly seek out
wonderful natural ingredients from all four corners of the globe,
and we bring you products bursting with effectiveness to enhance
your natural beauty and express your unique personality. And whilst
we’re doing this, we always strive to protect this beautiful planet
and the people who depend on it. We don’t do it this way because
it’s fashionable. We do it because, to us, it’s the only way.
3. SWOT ANALYSIS
Internal factors:
Strengths:
•Brand (name, image, ethics, values , natural ingredients)
•Experience, financial backing and expertise of L'Oreal
Weaknesses:
•Loss of trust from different stakeholders in the supply chain
(publications in press)
•Number of stores in the UK
4. SWOT ANALYSIS
External factors:
Opportunities:
•Increased interest of men in their appearance(The ‘Metrosexual’
factor)
Threats:
•Slower distribution (because of the chemical legislation)
•Unstable supplies of ingredients, materials and products.
5. MARKET SEGMENTATION
WOMEN MEN
• From 20 to 40 years old • From 20-35 years old
• Working
• Income - £ 25 000 – 55 000
• Taking care of herself
• Lifestyle – urban
cosmopolitan men
• Aware of economical and
social aspects
6. TARGET MARKET
• Men: - Advertise in GQ and similar periodicals targeted to the same
demographic (monthly)
• Targeted on-line marketing campaign Google Ads (12 months)
• Promotion on sites used heavily by the target segment (12 months)
• Women: - In-store – up and cross-sell.
• Flyers and targeted advertising to existing customer base (12
months).
• Presents/gifts(4 times a year)
7. MARKETING STRAREGIES
• Reinvent the design of products and shops in order to make them
younger and more attracting
• To make people forget that it is a subsidiary brand of L’Oréal
• New positioning:
“Haut de gamme” brand with average price
8. 4 P’s OF MARKETING
• Product
Organically grown body product
Short durability
Relatively low price
• Price
Medium price
Affordable product
9. MARKETING PROGRAMS
• Place
B2C related
Direct target: consumers
Mix between intensive and selective distribution
Shops are run on a franchising basis
• Promotion
Against promotion
Own website
Products are organically grown
The Body Shop is against animal testing
10. OBJECTIVE
OBJECTIVE:
• To achieve the sales growth of 2% in the face of economic
recession in the next 12months
• Review and refresh product portfolio to ensure at least 30% of
the target demographic indicates likelihood to buy, as
measured by focus-group product trials, by the end of 2009.
• Total adult males 20-35 = 6.6 million (ONS)
• Percentage of adult males in AB grade = 28 % (Mintel)
• Therefore Segment size = 1.86 million
• 30% is 558 000
11. OBJECTIVE
• Promote awareness of the Body Shop core brand
and specific men’s grooming product offerings
through targeted channels such that at least 35%
of the target demographic is aware of the
products and the unique values of the Body Shop,
as measured by market research, by the end of
2009. (35% is 651 000)
• Build loyalty to brand products so that at
least10% of the target demographic becomes
repeat buyers, as measured by market research,
by the end of 2009. (10% is 186 000)
12. FINANCIAL OBJECTIVES
• By September 2008 total retail sales increased by 5%
• Reports modest growth in sales till 2012
• To achieve the sales growth of 2% in the face of economic recession
in the next 12months
• Build loyalty to brand products so that at least10% of the target
demographic becomes repeat buyers, as measured by market
research, by the end of 2009.