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.

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

20. Conclusion
Market
Research
STP
Marketing Mix
Implementation
and Control

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