The Body Shop - Marketing process
•Download as PPTX, PDF•
3 likes•8,561 views
The document summarizes the marketing process of The Body Shop International. It discusses the company's core values of defending human rights and protecting the planet. It then outlines the marketing research conducted, including political, economic, social, technological analyses. The STP process is explained as targeting mass consumers aged 20-55 that are environmentally and socially conscious. The marketing mix discusses the company's natural product positioning and packaging, as well as distribution through company stores and online. Promotion utilizes social media as part of the e-marketing strategy. In conclusion, the increasing demand for customized products provides an expected challenge for The Body Shop to innovate their offerings.
Report
Share
Report
Share
Recommended
The Body Shop
- Anita Roddick founded The Body Shop in 1976 in Brighton, England, selling natural skin care and cosmetics products with an emphasis on social and environmental activism.
- The Body Shop experienced rapid growth, expanding at 50% annually and becoming publicly traded on the London Stock Exchange.
- The company championed various social causes through campaigns and community trade programs that supported marginalized communities globally.
- In 2006, The Body Shop was acquired by L'Oreal but continues its mission-driven approach through sustainable practices and community initiatives.
The body shop powerpoint final
The Body Shop is a cosmetics brand founded in 1976 that is known for its natural ingredients and social/environmental values. One of its best-selling products is Shea body butter, which is made from organically grown shea oil and sugar. While The Body Shop has faced challenges from new competitors and losing some trust after being acquired by L'Oreal, its strategic focus on reinvention, younger designs, and social media marketing could help refresh its image and positioning as an eco-friendly yet stylish brand.
Marketing analysis Body Shop
The document provides an analysis of The Body Shop brand in Korea. It includes sections on the brand overview, target segments, value curve compared to competitors, and brand platform. The Body Shop has been in Korea since 1997 and focuses on beauty, fair trade, and natural products. It has over 150 stores and 1.4 billion in global sales. The analysis identifies the brand's core values such as being against animal testing and promoting human rights and the planet. It also describes the target segments and competitors to help inform recommendations for improving the current marketing mix.
The body shop
The Body Shop operates over 2,500 stores worldwide selling cosmetics and body care products. It was founded in 1976 and is now part owned by L'Oreal. The Body Shop started operations in Pakistan in 2006 and operates in four major cities. It uses natural ingredients and is against animal testing. To increase sales in Pakistan, the Body Shop should launch TV advertisements, educate customers on product uses, expand to more cities, offer marketing campaigns and discounts to attract a broader customer base. Feedback on this summary is welcome.
Marketing plan Veja
Veja is an ethical shoe brand created in 2004 that produces sneakers in Brazil respecting employees and the environment. Their product, the Tava sneaker, comes in different colors and is in the growth stage with limited communication. Veja positions itself as fashionable and sustainable for trendy 18-30 year olds concerned with the environment and wants to attract more customers by communicating more about its exclusivity and trendiness while increasing distribution and making the brand feel less exclusive.
The body shop marketing analysis
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
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 Body Shop
The Body Shop values natural ingredients, animal-free testing, and environmental and social responsibility. The document discusses The Body Shop's target market of well-educated women and men ages 18-55 interested in ethical products. It aims to reinvigorate the brand for existing customers and introduce it to new audiences. Research found low brand awareness, with many unaware of The Body Shop's stances. While values were important to consumers, convenience was a higher priority than environmental friendliness.
Recommended
The Body Shop
- Anita Roddick founded The Body Shop in 1976 in Brighton, England, selling natural skin care and cosmetics products with an emphasis on social and environmental activism.
- The Body Shop experienced rapid growth, expanding at 50% annually and becoming publicly traded on the London Stock Exchange.
- The company championed various social causes through campaigns and community trade programs that supported marginalized communities globally.
- In 2006, The Body Shop was acquired by L'Oreal but continues its mission-driven approach through sustainable practices and community initiatives.
The body shop powerpoint final
The Body Shop is a cosmetics brand founded in 1976 that is known for its natural ingredients and social/environmental values. One of its best-selling products is Shea body butter, which is made from organically grown shea oil and sugar. While The Body Shop has faced challenges from new competitors and losing some trust after being acquired by L'Oreal, its strategic focus on reinvention, younger designs, and social media marketing could help refresh its image and positioning as an eco-friendly yet stylish brand.
Marketing analysis Body Shop
The document provides an analysis of The Body Shop brand in Korea. It includes sections on the brand overview, target segments, value curve compared to competitors, and brand platform. The Body Shop has been in Korea since 1997 and focuses on beauty, fair trade, and natural products. It has over 150 stores and 1.4 billion in global sales. The analysis identifies the brand's core values such as being against animal testing and promoting human rights and the planet. It also describes the target segments and competitors to help inform recommendations for improving the current marketing mix.
The body shop
The Body Shop operates over 2,500 stores worldwide selling cosmetics and body care products. It was founded in 1976 and is now part owned by L'Oreal. The Body Shop started operations in Pakistan in 2006 and operates in four major cities. It uses natural ingredients and is against animal testing. To increase sales in Pakistan, the Body Shop should launch TV advertisements, educate customers on product uses, expand to more cities, offer marketing campaigns and discounts to attract a broader customer base. Feedback on this summary is welcome.
Marketing plan Veja
Veja is an ethical shoe brand created in 2004 that produces sneakers in Brazil respecting employees and the environment. Their product, the Tava sneaker, comes in different colors and is in the growth stage with limited communication. Veja positions itself as fashionable and sustainable for trendy 18-30 year olds concerned with the environment and wants to attract more customers by communicating more about its exclusivity and trendiness while increasing distribution and making the brand feel less exclusive.
The body shop marketing analysis
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
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 Body Shop
The Body Shop values natural ingredients, animal-free testing, and environmental and social responsibility. The document discusses The Body Shop's target market of well-educated women and men ages 18-55 interested in ethical products. It aims to reinvigorate the brand for existing customers and introduce it to new audiences. Research found low brand awareness, with many unaware of The Body Shop's stances. While values were important to consumers, convenience was a higher priority than environmental friendliness.
Brand Repositioning Campaign- The Body Shop
The document provides details on a repositioning strategy and integrated marketing campaign for The Body Shop brand. The strategy involves narrowing the target audience to 18-28 year old women, focusing on The Body Shop's organizational associations and brand heritage, and promoting vicarious nostalgia. The implementation plan includes repackaging products, training staff, and a two-year IMC campaign utilizing direct marketing, PR, advertising, sales promotions, and personal selling. Progress will be evaluated every six months through brand audits measuring motivation, benefit structures, price elasticity, and an importance performance analysis.
Sephora in Ireland
The document proposes a plan to introduce the cosmetics retailer Sephora to the Irish market. It begins with an overview and background on Sephora as a global brand and the competitive Irish cosmetics market. An analysis of Sephora's internal strengths and external opportunities is presented. The plan recommends establishing flagship stores in major cities and utilizing a multi-channel marketing strategy including promotions, loyalty programs, and digital platforms to position Sephora as an innovative beauty destination. Sephora's unique retail experience and wide product selection are identified as strengths to drive growth in the Irish market.
The Body Shop
The document proposes a marketing campaign for The Body Shop to address declining summer sales. It involves developing a "Body Swap" concept portraying transformation from an undesirable to heavenly realm. A budget of £3 million is allocated, with £2.1 million spent on production, magazines, TV, YouTube and social media advertising from May 25th to June 30th. The campaign aims to increase annual revenue over the summer by 10% and boost The Body Shop's online presence.
Louis Vuitton case study
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
Louis vuitton
Louis Vuitton is a luxury goods company founded in 1854 in France that generates $10 billion in annual sales. Led by CEO Michael Burke, Louis Vuitton aims to produce the finest luxury products through excellence in craftsmanship and innovation. The company positions itself through prestige, travel, and craftsmanship and competes based on desirability, deliverability, and differentiation. Louis Vuitton promotes its brand through high-profile models, events, and cultural partnerships while countering counterfeiting through continuous product upgrades and innovation to maintain its luxury cachet.
The Body Shop Marketing Campaign
This was a 360 degree marketing campaign I co-wrote for a national marketing case competition in Canada. The case was on the revitalization of The Body Shop Canada's brand.
Uniqlo brand identity
Uniqlo has become the most successful fashion apparel company in Japan through pursuing global expansion while maintaining a distinct Japanese identity. It focuses on affordable, high-quality casual wear for women aged 25-35. Uniqlo aims to be the world's number one apparel retailer by 2020, and has over 2,700 stores in 17 countries, producing the majority of items in China, Bangladesh, and Turkey. It positions itself as a provider of everyday unique Japanese fashion at reasonable prices, and endorses this image through collaborations and in-store experiences.
Ponds Age Miracle - Advertising Strategy
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Body shop marketing strategy
The document discusses the history and operations of The Body Shop, an international cosmetics and skin care company founded in 1976 by Anita Roddick. It covers the company's origins, financing, core values of supporting community trade and against animal testing, marketing strategies, and expansion including opening stores in India. References are provided at the end for additional information.
Sephora
The document summarizes the history and business model of Sephora, a major beauty retailer. It traces Sephora's origins back to France in 1969 and its expansion globally, including the first US store opening in 1999. Sephora pioneered an "assisted self-service" approach where customers can touch and try products with the help of beauty advisors. The business model helped transform the industry from hidden cosmetics counters to a more interactive experience. Sephora has continued innovating through new technologies and focusing on diversity and vegan, cruelty-free brands.
Louis Vuitton Business Model Evolution
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Loreal case study
Mini Case study on LO'real Paris based on Philip kotler book,under the guidance of Prof. Sameer Mathur (IIM Lucknow).
Zara Marketing Campaign Design
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Levi's branding strategy
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Trends + Trendsetters: The Best in Beauty Content Marketing
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Zara perceptual map
This document discusses different levels of quality and price for clothing. It contrasts high and low quality items as well as high and low priced items. It also references haute couture as high quality, high priced clothing and basse couture as lower quality, lower priced clothing options.
Milk - Integrated Marketing Communications Plan
The marketing campaign aims to increase milk sales and regain market share by targeting women ages 25-54. It will use a $2.1 million budget over Q4 2014. The campaign's tagline is "Milk, It's Your Body, It's Your Everything" and will utilize various media including social media, sponsorships, partnerships, advertising, and public relations to promote milk's health and beauty benefits. Measurement of impressions will track the campaign's success across multiple online and offline tactics.
Brand Management-Nike
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Zara segmentation by
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
JC468 Digital Media Uniqlo Presentation
Uniqlo is a major Japanese clothing retailer looking to increase sales, awareness, and engagement in Thailand. They developed a multi-pronged digital marketing campaign called "Unistore" featuring an online store (Unistore), a virtual waiting line game (Uniqueue), partnerships on social media platforms like Line, and a daily outfit planning mobile app (Uniday). The goals are to drive more people to the online store, increase social sharing and buzz, and ultimately grow transactions both online and in physical stores. A variety of paid, owned, and earned media will be used over several months to launch and promote the various initiatives.
(Sm)a02 b group2_the_body _shop
The document provides an agenda and overview for a group marketing project on The Body Shop. It includes:
1) An analysis of The Body Shop's company background, product portfolio, and strengths like its strong brand image and loyal customer base.
2) A PESTEL analysis identifying opportunities like increasing demand for natural products and threats like stiff competition.
3) A SWOT analysis and discussion of The Body Shop's supplier network and financial supports as strengths against weaknesses like limited advertising.
4) Recommendations for corporate, product, pricing, placement, and promotional strategies including line extensions, bundle pricing, and public relations events to increase brand awareness.
Developing Olay in France skincare market
The final report is comprised of 3 parts:
1. Main insights for the brand on the French market
2. A TOWS analysis with the recommended strategy - Online and Mobile Application
3. The presentation of the concept for Olay and a positioning statement
More Related Content
What's hot
Brand Repositioning Campaign- The Body Shop
The document provides details on a repositioning strategy and integrated marketing campaign for The Body Shop brand. The strategy involves narrowing the target audience to 18-28 year old women, focusing on The Body Shop's organizational associations and brand heritage, and promoting vicarious nostalgia. The implementation plan includes repackaging products, training staff, and a two-year IMC campaign utilizing direct marketing, PR, advertising, sales promotions, and personal selling. Progress will be evaluated every six months through brand audits measuring motivation, benefit structures, price elasticity, and an importance performance analysis.
Sephora in Ireland
The document proposes a plan to introduce the cosmetics retailer Sephora to the Irish market. It begins with an overview and background on Sephora as a global brand and the competitive Irish cosmetics market. An analysis of Sephora's internal strengths and external opportunities is presented. The plan recommends establishing flagship stores in major cities and utilizing a multi-channel marketing strategy including promotions, loyalty programs, and digital platforms to position Sephora as an innovative beauty destination. Sephora's unique retail experience and wide product selection are identified as strengths to drive growth in the Irish market.
The Body Shop
The document proposes a marketing campaign for The Body Shop to address declining summer sales. It involves developing a "Body Swap" concept portraying transformation from an undesirable to heavenly realm. A budget of £3 million is allocated, with £2.1 million spent on production, magazines, TV, YouTube and social media advertising from May 25th to June 30th. The campaign aims to increase annual revenue over the summer by 10% and boost The Body Shop's online presence.
Louis Vuitton case study
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
Louis vuitton
Louis Vuitton is a luxury goods company founded in 1854 in France that generates $10 billion in annual sales. Led by CEO Michael Burke, Louis Vuitton aims to produce the finest luxury products through excellence in craftsmanship and innovation. The company positions itself through prestige, travel, and craftsmanship and competes based on desirability, deliverability, and differentiation. Louis Vuitton promotes its brand through high-profile models, events, and cultural partnerships while countering counterfeiting through continuous product upgrades and innovation to maintain its luxury cachet.
The Body Shop Marketing Campaign
This was a 360 degree marketing campaign I co-wrote for a national marketing case competition in Canada. The case was on the revitalization of The Body Shop Canada's brand.
Uniqlo brand identity
Uniqlo has become the most successful fashion apparel company in Japan through pursuing global expansion while maintaining a distinct Japanese identity. It focuses on affordable, high-quality casual wear for women aged 25-35. Uniqlo aims to be the world's number one apparel retailer by 2020, and has over 2,700 stores in 17 countries, producing the majority of items in China, Bangladesh, and Turkey. It positions itself as a provider of everyday unique Japanese fashion at reasonable prices, and endorses this image through collaborations and in-store experiences.
Ponds Age Miracle - Advertising Strategy
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
Body shop marketing strategy
The document discusses the history and operations of The Body Shop, an international cosmetics and skin care company founded in 1976 by Anita Roddick. It covers the company's origins, financing, core values of supporting community trade and against animal testing, marketing strategies, and expansion including opening stores in India. References are provided at the end for additional information.
Sephora
The document summarizes the history and business model of Sephora, a major beauty retailer. It traces Sephora's origins back to France in 1969 and its expansion globally, including the first US store opening in 1999. Sephora pioneered an "assisted self-service" approach where customers can touch and try products with the help of beauty advisors. The business model helped transform the industry from hidden cosmetics counters to a more interactive experience. Sephora has continued innovating through new technologies and focusing on diversity and vegan, cruelty-free brands.
Louis Vuitton Business Model Evolution
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Loreal case study
Mini Case study on LO'real Paris based on Philip kotler book,under the guidance of Prof. Sameer Mathur (IIM Lucknow).
Zara Marketing Campaign Design
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Levi's branding strategy
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Trends + Trendsetters: The Best in Beauty Content Marketing
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Zara perceptual map
This document discusses different levels of quality and price for clothing. It contrasts high and low quality items as well as high and low priced items. It also references haute couture as high quality, high priced clothing and basse couture as lower quality, lower priced clothing options.
Milk - Integrated Marketing Communications Plan
The marketing campaign aims to increase milk sales and regain market share by targeting women ages 25-54. It will use a $2.1 million budget over Q4 2014. The campaign's tagline is "Milk, It's Your Body, It's Your Everything" and will utilize various media including social media, sponsorships, partnerships, advertising, and public relations to promote milk's health and beauty benefits. Measurement of impressions will track the campaign's success across multiple online and offline tactics.
Brand Management-Nike
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
Zara segmentation by
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
JC468 Digital Media Uniqlo Presentation
Uniqlo is a major Japanese clothing retailer looking to increase sales, awareness, and engagement in Thailand. They developed a multi-pronged digital marketing campaign called "Unistore" featuring an online store (Unistore), a virtual waiting line game (Uniqueue), partnerships on social media platforms like Line, and a daily outfit planning mobile app (Uniday). The goals are to drive more people to the online store, increase social sharing and buzz, and ultimately grow transactions both online and in physical stores. A variety of paid, owned, and earned media will be used over several months to launch and promote the various initiatives.
What's hot (20)
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing
Similar to The Body Shop - Marketing process
(Sm)a02 b group2_the_body _shop
The document provides an agenda and overview for a group marketing project on The Body Shop. It includes:
1) An analysis of The Body Shop's company background, product portfolio, and strengths like its strong brand image and loyal customer base.
2) A PESTEL analysis identifying opportunities like increasing demand for natural products and threats like stiff competition.
3) A SWOT analysis and discussion of The Body Shop's supplier network and financial supports as strengths against weaknesses like limited advertising.
4) Recommendations for corporate, product, pricing, placement, and promotional strategies including line extensions, bundle pricing, and public relations events to increase brand awareness.
Developing Olay in France skincare market
The final report is comprised of 3 parts:
1. Main insights for the brand on the French market
2. A TOWS analysis with the recommended strategy - Online and Mobile Application
3. The presentation of the concept for Olay and a positioning statement
A case study on Beauty Shop
The Body Shop was founded in 1976 by Anita Roddick in the UK. It sells cosmetics and skin care products. One of its best-selling products is Shea body butter. The Body Shop's target market includes women aged 20-40 who care about the environment and fair trade. It positions itself as an eco-friendly brand compared to competitors like L'Oreal and Nivea. A SWOT analysis identifies its strengths as its brand reputation and niche market leadership, while weaknesses include a small number of stores and mature products. Goals are to refresh its image, expand its target market and reinforce its environmental policies. The strategic option is to reinvent products and shops to attract younger customers while keeping its eco
Whole Foods Market-brand activation plan
NYU 2016 Fall Brand Strategy-final presentation
Presented by Matteo Roberts, Muriel Wiedenkeller, Avril Chang, Yayun Chen
Instructor: Randy Penn
Content:
Vision & Mission
Target Audience
Brand Strategy
Market Movements
Competitive Analysis
SWOT Analysis
Challenges
Touchpoints & Opportunities
Ideas For Market Movements
Analytics & Benchmarks
Brand Governance
Budget
Sources & Appendix
Procoal presentation final
This document outlines a marketing campaign for Procoal Activated Charcoal Teeth Whitening Powder. It begins by describing Procoal's current target market of gym users aged 18-35 on Instagram and Amazon. It then analyzes the marketing mix (Product, Price, Place, Promotion), customer segmentation, and presents a PESTEL and SWOT analysis. Secondary research found gym users are more appearance-focused. The new campaign will use personalized, interactive ads on social media promoting the natural and vegan ingredients. It will offer product subscriptions, automatic reordering, and rewards for customer loyalty.
PRESENTAZIONE MARKET REGULATION ETHICAL BRAND 27 APRILE(2)
This document discusses voluntary disclosure regimes and ethical branding. It defines an ethical product as one that is useful to society, produced without harming the environment or workers, and perceived as the result of honest work. An ethical product considers issues like product safety, privacy, fair pricing, and more. Companies are increasingly promoting ethical values and branding to attract consumers whose ethical values are important. However, accurately assessing and promoting ethical values in products and branding is complex, subjective, and requires acknowledging limitations. Frameworks are needed to deconstruct products from an ethical perspective. Any ethical branding strategy must ensure alignment with values and not just be promotional. Further research should study consequences of firms' ethical product and branding efforts and potential escalation of ethical demands.
Nordic Roaster Forum: Hrönn Hrafnsdóttir: The value of a sustainable business
This document provides an overview of sustainable business practices and environmental management. It discusses key concepts like planetary boundaries, sustainable development, and the relationship between the environment and the economy. It also examines how sustainability initiatives can benefit companies financially and provides examples of tools and standards for environmental management systems (EMS), such as ISO 14001. The document then discusses green marketing, consumption trends, eco-labeling programs, and challenges that small- and medium-sized enterprises face in adopting sustainability practices.
CSR Analysis of Marketing Companies in World
Content::
Introduction
Deciding Criteria for Comparison
Marketing Companies Selected
Evaluation On 5 Points
Conclusion
References
Thank You
Lush presentation FINAL
Lush is a cosmetics company founded in 1995 that offers fresh, handmade beauty products. It differentiates itself from competitors through unique marketing approaches like handmade products and in-store displays. Lush also focuses on corporate social responsibility by supporting non-profit organizations. The target consumer segment for Lush are like-minded individuals interested in natural, ethical products who are mostly women ages 18-45.
LUSH Fresh Handmade Cosmetics
Second Year Undergraduate coursework presentation
- Maria-Adriana Calugareanu
https://uk.linkedin.com/in/maria-adriana-calugareanu-270143107
- Yordan Dimitrov | https://uk.linkedin.com/in/dimitrovy
- Anna-Mariya Ivanova | https://uk.linkedin.com/in/anna-mariya-ivanova-06b153105
- Olga Lipa https://uk.linkedin.com/in/olga-lipa-34b12410b
Greenmarketing
This document discusses the evolution and definition of green marketing. It began in Europe in the 1980s when harmful products were identified. There were three phases - ecological, environmental, and sustainable. Green marketing refers to an organization's efforts to design, promote, price, and distribute products that do not harm the environment. It provides opportunities and competitive advantages for companies. The four P's of green marketing are product, price, promotion, and place, which must be used innovatively to address environmental concerns. Challenges include higher costs and lack of consumer awareness and willingness to pay more for green products.
ajaykumarta-Unit 1 introduction to marketing management
This document provides an introduction to marketing management concepts. It discusses the importance of marketing in driving demand and revenue. The scope and definitions of marketing are explained, including marketing as a process of communicating value to customers. Core marketing concepts like the marketing mix of product, price, place, and promotion are introduced. The document also discusses how the field of marketing has evolved and the new marketing realities in today's digital world.
Introduction to Sustainable MArketinf.ppt
The document discusses sustainable marketing. It defines sustainable marketing and explains its importance. Sustainable marketing involves viewing marketing from the consumer's perspective and focusing on customer value. It also means making marketing decisions by considering consumer wants, a company's needs, and society's long-term interests. The document also discusses criticisms of marketing, how consumerism and environmentalism impact strategies, and principles of sustainable marketing like having a social mission and innovating. It provides examples of companies implementing sustainable practices like Unilever.
Loreal : body shop
Project with Body Shop on analysing trends, customers and competitors. Insights to be used for NPD and further investment in the brand
GREEN MARKETING.pptx
1) Green Marketing.
2) Contents :-
Introduction - 3
Meaning - 4
Importance - 5,6,7,8.
Benefits - 9
Advantages - 10
Marketing Mix - 11,12
Reasons For Adopting Green Marketing - 13
Challenges - 14
Examples - 15
Forces in the Irish marketing environment (1)
This document provides an overview of marketing and the environment in which marketing operates. It discusses both the micro-environment including suppliers, competitors and customers, and the macro-environment such as economic, technological, political and socio-cultural forces. The macro forces like changing demographics, technology advancements, and cultural shifts require constant monitoring and flexible adaptation of marketing strategies. Understanding these environmental factors is crucial for developing successful marketing plans.
Principles of Marketing 2024.pptx
Definition, Nature, Scope & Goals of marketing, Difference between marketing and selling. Marketing process; Approaches to Marketing Functions and Significance of marketing Need- Want- Demand, Marketing Plan Meaning and features of marketing environment Steps in environmental scanning Components of marketing environment.
Ethics ppt
#ethicsandcsrinL'oreal
This PPT tells about Ethics and CSR practices which are being applied in L'Oreal.
Conscious Marketing
This document discusses the key principles of conscious marketing: having a higher purpose beyond profits, considering stakeholders, promoting conscious leadership and culture. It emphasizes the importance of corporate social responsibility and integrating ethics into marketing strategy. Conscious marketers must find their purpose in society and consider how decisions impact customers, employees and communities. Leaders are dedicated to these values and shaping a culture aligned with stakeholders and purpose. Firms can reference codes of ethics to guide sensitive decisions and ensure marketing is beneficial to both business and society.
Similar to The Body Shop - Marketing process (20)
PRESENTAZIONE MARKET REGULATION ETHICAL BRAND 27 APRILE(2)
PRESENTAZIONE MARKET REGULATION ETHICAL BRAND 27 APRILE(2)
Nordic Roaster Forum: Hrönn Hrafnsdóttir: The value of a sustainable business
Nordic Roaster Forum: Hrönn Hrafnsdóttir: The value of a sustainable business
ajaykumarta-Unit 1 introduction to marketing management
ajaykumarta-Unit 1 introduction to marketing management
Recently uploaded
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionFuture-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameWTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The Good the Bad and The Ugly of Marketing Measurement
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationCrafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationHow to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Recently uploaded (20)
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
The Good the Bad and The Ugly of Marketing Measurement
The Good the Bad and The Ugly of Marketing Measurement
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
The Body Shop - Marketing process
- 1. Marketing Process The Body Shop International My Nguyen – 1042134 Phuong Tran – 1340420 Bich Do – 1435496 Yen Pham – 129320 Anh Dang – 1401581
- 2. Marketing Process • Marketing process is the process of analysing situation opportunities, selecting target markets, developing marketing mix and managing marketing efforts • Marketing process consists 4 stages: 1. Marketing Research 2. STP – Segmentation, Targeting, Positioning 3. Marketing Mix (4Ps) 4. Implementation and Control
- 3. Structure of Presentation Market Research STP Marketing Mix E - Marketing Conclusion Introduction
- 4. The Body Shop International 1976 Open 1st Store Open 1st Franchise Store in Belgium 2013 • Operates more than 2,700 stores in 66 countries • Offers more than 1,200 products 2006 Acquisition by L’Oréal
- 5. The Body Shop – Core Values • Defend human rights • Support Community Fair Trade • Protect our planet • Against Animal Testing • Activate Self Esteem
- 6. Marketing Research Political Analysis Economic Analysis Social/Demographic Analysis Technological Analysis Changing in consumer behaviour
- 7. Political/Legal Analysis Economic Analysis • 1976: Anita Roddick, founder of The Body Shop delivered 4 million petition signatures to the European Commission to end animal testing for cosmetics. • 2013: The Total ban on animal testing for cosmetic products has been performed • Its forecast for GDP growth at 3% in 2014 . • Inflation rate (consumer price index) fell from 2.6% in 2013 to 1.5% in 2014.
- 8. Social and Demographic Analysis • Changing population age structure • 23% of the population between age group of 65 and over • The UK ageing population is expected to rise over the next few decades • The rise in the number of working women at a high wage • The earning and education gap between women and men has become much more narrow
- 9. Technological analysis Changing in consumer behaviour 26.4 30.9 34.6 37.8 40.7 43.4 2012 2013 2014 2015 2016 2017 UK Smartphone users and penetration (2012-2017) Smartphone users (millions) • Male grooming market in the UK has expected to increase 5% in 2017. • The ethical and environmental issues are becoming more important to consumers (83% claimed that they care about natural organic and green priority; health and environment are their priority concern.
- 10. S-T-P Process Mass consumers 20-55 years old Women 20-55 Environmentally and socially conscious “Environmentally conscious brand”
- 11. Brand Value Ethical Value (CSR- Ethical Manners, Society and Environmental Concern) External value (emotional connections with customer) Internal value (innovation – competitive advantage)
- 12. Product – Three Layers Model Baines et al. (2008)
- 13. Product – Core Benefits Moral value ethical and environmental friendly Self-Express value: unique personality reflection Emotional value: feel better and happier Functional value: beauty care product
- 14. Packaging no secondary packaging, green logo Brand Name The Body Shop Quality Premium Quality Features Natural ingredients Actual Product
- 15. Product – Brand Identity Product associations Eco-conscious brand Product Natural care Personality Excitement, friendly with environment Symbol Green, logo- consistent Organization Environmental and ethical business (Wallström et al., 2008)
- 16. Product and Price • Green and natural concept • ‘Masstige’ brand offers price only slightly above mass product goods
- 17. Distribution • Authentic store: ‘Pulse’ Concept • Click-and-order site • Logistic
- 18. Promotion
- 19. E-Marketing Kotler et al. Principles of Marketing 4th Edition Figure 4.3 Setting up for e-marketing • Social Media
- 21. Conclusion Expected Challenges • Increasingly importance of customised products in consumer choices which will challenge The Body Shop to innovate its offers.
- 22. Thank you for your attention ! Q&A