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.
