For The ‘SOUNDer’ BODY SHOP

Marketing Analysis and Recommendations for The Body Shop

Group 5 - MAMA(MArketing MAster)
2010130259 Jiwoong Jeong / 2011170647 Jongwon Kim
2012170862 Aimanashari / 2013240015 Yujin Kang
2014952092 Gyiera Park

1. Introduction – Why We Selected The Body Shop
1.1. selection criteria - well-constructed brand identity & our interest
In selecting our target company, we focused on finding one that has succeeded in building its distinctive brand image. Since a well-positioned brand gains the upper hands, companies try to differentiate itself and make customers acknowledge its benefits and feel emotionally involved. In this context, we think that the Body Shop has well constructed its brand identity. While competition has been deepening in cosmetic industry and most cosmetic brands are still implicitly conducting animal-testing, the Body Shop has sincerely kept its mission of ethical management and attracted customers.
Second, we found that we are all interested in cosmetic brands because we ourselves are consumers of cosmetic companies and purchase their products regularly. Based on these conditions, our group chose 'The Body Shop', which has successfully established its originality with its unique characteristics. 1.2. The Body Shop and Its Missions
Driven by the desire to nourish her two daughters with natural products, Anita Roddick established The Body Shop in 1976 in Brighton, England. Since then, the company has expanded its global market share (approximately 2000 outlets in 50 countries).
Under its mission statement of "We always keep people, animals and the planet in mind", the company has differentiated itself from the other cosmetic brands by adopting moral values and ideas of ethical management. Selected as the second faithful brand by Consumers Association in England in 1998, The Body Shop has kept its