...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...
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...Should CSR be used as a Marketing Tool by Producers in the Cosmetics Industry? ABSTRACT The purpose of this paper is to prove that CSR can be used as a positive approach in the area of marketing and promotion, particularly in the cosmetic industry. The paper substantiates this hypothesis by drawing on theory from scholarly articles and literature and analysing data from annual reports. A portion of the research is dedicated to the Body Shop, based on analysis of their annual reports, as well as the reaction of different stakeholder groups based on several literatures. The paper finds that there are positives and negatives in using CSR and promoting it using marketing depending on the consumers’ perceptions. It also finds that there exists an information asymmetry between producers and consumers in terms of CSR for their products. The paper supports previous ideas that CSR is useful in benefitting the company brand and value and that it can also be used to influence a consumer’s purchase decision of the cosmetics. INTRODUCTION In conceptual theory, CSR is how a company incorporates “social, environmental and economic issues into their values and business operations in a transparent and accountable manner” (FAITC, 2012). In simple terms, CSR is the actions that a company undertakes or doesn’t undertake during their business functions to benefit society and their stakeholders. There are many arguments for and against CSR and also differing views on whether it actually “pays”...
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...promotion of infant formula in third world country has brought health problem to children in that country, however, we have made great effort to change the situation and to comply with the WHO code, the criticism to nestle should be stop. Since I have made too much discussion about how nestle is an ethical corporation with high CSR consciousness now I want to give another example — The Body Shop. The Body Shop International PLC is a global cosmetics company launched in 1976, which was predicated on ethical principles and the values of environmental sustainability, it can be seen as one of the first companies to prohibit the use of ingredients tested on animals, the Body Shop also pioneered Community Trade agreements with countries in the developing world. The company is also attributed for shaping ethical consumerism in the way it has produced and retailed its various consumer products. Here I want to give some real cases of Body Shop to support my argument. Opposition to Animal Testing From the outset, The Body Shop has maintained and publicly declared that it does not test its cosmetic products on animals, nor does it commission others to do so on its behalf, as it considered the practice to be unethical. Indeed, this sentiment became a central facet of the organization’s philosophy and one that set it apart from its main industry competitors. It is also a policy that has served to define the organisation in terms of its ethical stance and one that has been reaffirmed...
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...Teaching Case ______________________________ Journal of Applied Case Research Sponsored by the Southwest Case Research Association “BUSINESS AS UNUSUAL”: A CASE STUDY ON THE BODY SHOP Subhadip Roy ICFAI University, India Lopamudra Ghosh ICFAI University, India © Journal of Applied Case Research Accepted: September 2008 2 “BUSINESS AS UNUSUAL 1 ”: A CASE STUDY ON THE BODY SHOP “The business has existed for one reason only – to allow us to use our success to act as a force of change, to continue the education and consciousness-raising of our staff, to assist development in the Third World and above all, to help protect the environment. What we are trying to do is to create a new business paradigm, simply showing that business can have a human face and a social conscience”. - Anita Roddick (1991) 2 ANITA RODDICK STEPPED DOWN AS THE BODY SHOP CHAIRPERSON February 2002, the founder of one of the biggest cosmetics companies in the world, Anita Roddick (Anita) stepped down as the chairperson of the Body Shop along with husband Gordon Roddick (Gordon), who was a co-chair along with her. A number of controversies in the mid and end 1990’s had badly affected the company’s image as doing “business with a human face” as opined by Anita in the quote given above. Periods of losses, coupled with poorly motivated shareholders, de-motivated franchisees, unsuccessful restructuring attempts and public propaganda against the company was proving to be too strong for the company...
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...UNIVERZITA MATEJA BELA V BANSKEJ BYSTRICI FACULTY OF ECONOMICS MARKET ING MANAGEMENT OF BUSINESS THE BODY SHOP BRAND AUDIT Final Project Zuzana Gáliková Kristína Masaryková Course: Brand Value Management 2015/ 2016 Contents 1. ANALYSIS OF THE BODY SHOP .................................................................................................... 3 1.1 Introduction ................................................................................................................................... 3 1.2 Competitors ................................................................................................................................... 4 1.3 Market segment ............................................................................................................................. 5 1.4 Brand strategy ............................................................................................................................... 5 1.5 Positioning and brand elements .................................................................................................... 7 1.6 Marketing mix elements................................................................................................................ 9 ................................................................................................................................................................ 10 2. BRAND BUILDING ASSESSEMENT ............
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...to charities etc. “Companies with a defined corporate commitment to ethical principles do better financially than companies that don’t” – DePaul University 1997 A company behaving socially responsible is a relatively new phenomenon, in the past many companies did not care about their staff, economy and environment as long as the business was making profit and expanding, which is still the main objective for many companies today, but through a socially responsible way. The main objective for most companies is to maximize profit as much as possible. This means that the main motive that drives most companies to working hard, is knowing that all their hard work would yield profit, increase in market share, growth etc. The Body shop The Body Shop was established on the 26th of March 1976 in Brighton, England and quickly expanded. Right from the start off, the business has always engaged in...
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...CORPORATE STRATEGY EXECUTIVE ANALYSIS THE BODY SHOP The following analysis investigates how the organization assesses its own business whilst taking into account its different key stakeholders and their various interests and expectations by looking deep into a case study of The Body Shop. On the final note, it will determine what learning benefit the case of The Body Shop provides as well as whether its principles can apply to other situations. Introduction: The Body Shop In 1976, The Body Shop was established in Brighton by Dame Anita Roddick. The Body Shop International now has over 2,900 stores across 63 markets with a range of over 1200 products. The Body Shop story is not only of an eminently successful market-oriented manufacturer and retailer of toiletries and cosmetics. Like its founder, the whole organization is committed to issues such as respect for human rights, animal and environmental protection. The organization has arranged and supported national and international campaigns on animal testing in the cosmetic industry and women’s rights. All business organizations need to make a profit to survive but the emphasis at The Body Shop is on profit with a wider social responsibility. The Body Shop Mission Statement * “Dedicate our business to the pursuit of social and environmental change. * Creatively balance the financial and human needs of our stakeholders employees, franchisees, customers, suppliers and shareholders. * Courageously ensure that...
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...THE BODY SHOP Strategic Implementation Plan Table of Content Introduction 3 Section I Strategic Management Practices 4 1.1 The Body Shop’s Strategic Management Practices 4 1.2 Limitations and Alternative Approaches 6 1.3 Strategy proposed 7 Section II Corporate Governance 8 2.1 Evaluation of Governance structure 8 2.2 What is the stakeholder’s role? 9 2.2.1 Keep satisfied 10 2.2.2 Keep Informed 11 2.2.3 Key players 11 Section III Hard Changes in the Body Shop 13 3.1 Existing Value Chain 13 3.2 Adjustment 14 3.3 What strategy method should Body Shop undertake? 15 Section IV Culture and Leadership Changes 17 4.1 Strategic Change through Culture 17 4.1.1 Control Systems 19 4.1.2 Organisation and Power Structures 19 4.2 Strategic Change through Leadership 20 Section V Implementation Plan 21 5.1 Preliminary Activities to enter China 22 5.2 Procedure of starting a Business in China 23 5.3 Setting up the First Store 23 Conclusion 24 References 25 Introduction L’Oreal Group is the world’s largest cosmetic and beauty company, headquartered in France. It offers a vast amount of products and services across the cosmetic field, concentrating on make-up, hair care, skin care, perfumes and sun protection. L’Oreal divides its brand portfolio into five divisions, Professional products, L’Oreal Luxe, Consumer Products, Active cosmetics and The Body Shop, which covers different the lines to...
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...The Body Shop International PLC, known as The Body Shop, has 1,200 products in 2,500 stores in 61[2] countries. The company, which has its headquarters in Littlehampton, West Sussex, England, was founded in 1976 by Anita Roddick and is now part of the L'Oréal corporate group. History In 1970, Anita Roddick (then Anita Perilli) visited "The Body Shop" housed in a car repair garage in Berkeley, California selling naturally-scented soaps and lotions called The Body Shop. The shop run by Peggy Short and Jane Saunders used natural ingredients, and helped to employ and train immigrant women. Six years later, in 1976, Roddick opened a similar shop in the UK, using the same business name, color scheme, and cosmetic lines. In 1987, Roddick offered Short and Saunders 3.5 Mio USD to change their shops name to Body Time. Until 1992 the rename was completed. [3][4][5]From its first launch in the UK in 1976, The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually. The Body Shop stock was floated on London's Unlisted Securities Market in April 1984, opening at 95p. After it obtained a full listing on the London Stock Exchange, the stock was given the nickname "The shares that defy gravity," as its price increased by more than 500%. But the opening of Roddick's first modest shop received early attention when the Brighton newspaper, The Evening Argus, carried an article about an undertaker with a nearby store who complained about the use of the name "The Body...
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...CSR of the Body Shop The Body Shop International PLC, known as The Body Shop, is one of the largest cosmetic franchises in the world, which was founded in 1976 by Anita Roddick and is now part owned by L’Oreal. They are known for selling natural beauty products inspired by nature. It has a range consisting of 1,200 products, including cosmetics and make-up. The Body Shop is a good example of a business that has a very strong sense of Corporate Social Responsibility. They promote their business and products through social and environmental campaigns, as well as strong believers in community trade, and against animal testing. Over the years, The Body Shop has become a powerful force for change, and it is now recognized as trailblazers in serving customers with high-quality ethical beauty products. By the end of 2013, it has 2,900 stores across 63 markets, and more people than ever before are joining The Body Shop community. The Social and Environmental Responsibilities The Body Shop is committed to activate self-esteem, which means running a business that makes people who encounter the company feel good about themselves. The Body Shop promotes diversity in its employment practices through global equal opportunities standards. It enables personal development for its employees through volunteering, training, and personal development plans. This is because with these activities, The Body Shop could successfully reduce employee turnover which represents a significant cost saving...
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... Introduction 3 Cosmetics and the Environment 3 Lush Fresh Handmade Cosmetics 3 Image 1: Lush’s environmental values 4 Target Audience 4 Table 1: Target segments through lifestyle and attitudinal perspectives 5 Positioning 5 Image 2: Perceptual map, positioning UK skin care brands 5 Competitor Analysis 6 Table 2: Competitor analysis – The Body Shop vs. Lush 7 Communication Objectives 7 Communication Strategies 7 Creative Plan Objectives 9 Implementation 9 Image 3: Superhero logos 10 Social Media 10 Viral Video 10 Image 4: A scene from the “Save the Planet” viral video 11 Post a Picture 12 Facebook Like for Free Sample 12 Online Competition 12 In-store and Loyalty Programs 12 Refill Rewards 12 VIP Points Program 12 Public Relations Activity 13 Flash/Lush Mob 13 Image 5: Example of the Lush Mob – bubble bath in a public fountain 13 Our Recommendations 14 Appendix 17 Target Audience Persona 17 Introduction This paper explores the growing demands by consumers for environmentally conscious practices as well as natural products from the cosmetic industry. Identified as leaders and competitors in this market in Australia, Lush Fresh Handmade Cosmetics (“Lush”) and The Body Shop are discussed. Their offerings and marketing communications are assessed, with an emphasis on analysis and further recommendations for Lush. Detailed communications objectives, strategies, and campaigns are highlighted. Cosmetics and the Environment ...
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...The Body Shop, founded England in 1970, manufactures cosmetics that uses natural-ingredients that is ethical and free from animal testing. The Body Shop places great importance on ethical stances such as using natural ingredients that are not tested on animals, the use of fair trade in the cosmetic industry and has a strong Corporate Social Responsibility and is actively involved in community activities. The Body Shop revolves its social and environmental campaigns around its five core values namely Defending Human Rights, Supporting Community Trade, Protecting the Planet, Against Animal Testing and Promoting Self-Esteem (The Body Shop 2012). a) How well are they handling this? Defending Human Rights The Body Shop has a strong belief in the welfare of people, having a strong concern and respect for their heart and soul. They began their awareness campaign for HIV and AIDS since 1993, raising over £1m for the Staying Alive Foundation (Rawat 2010). The campaign against domestic violence attained £2.5m across 50 over countries by 2007. They also have awareness and funding campaigns to support the fight against human trafficking (The Body Shop 2012). Supporting Community Trade In 2007, The Body Shop was given a ‘Big Tick’ award by Business in the Community for their Community and Ethical Trade programmes (The Body Shop 2009). Protecting the Planet In 2008, The Body Shop substituted their carrier bags with 100% recycled bags (The Body Shop 2012). To prevent waste from the...
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...MARKETING ASSIGNMENT REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy. Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix, Customer, Social Media, Competitive. TABLE OF CONTENTS 1. INTRODUCTION: ..…………………………………………………………………………...5 1.1 MARKETING BACKGROUND OF LUSH: ………………………………………………...6 1.2 COMPANY PROFILE: ……………………………………….……………………………...7 2 LUSH AND SUSTAINABILITY:……………………….……………………………………8 2.1 LUSH AND GREEN SUPPLY CHAIN: ……………………………………………………8 2.2 LUSH AND SOCIAL INFLUENCE: ……………………………………………………….9 3 LUSH PRODUCT ANALYSIS: ……………………………………………………………..10 3.1 LUSH PRODUCTS: ……………………………………………………………………….10 3.2 PRODUCT PORTFOLIO: ………………………………………………………………….11 3.3 LUSH SERVICES: ……………………………………………………………………….…11 3.4 LUSH AND THEIR SUPPLIER: ………………………………………………………..…11 3.5 LUSH AND THEIR CUSTOMERS: …………………………………………….…………12 4 MARKETING STRATEGY OF LUSH: …………………………………………………...
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...0 RECOMMENDATIONS | 6 | REFERENCES | 7 | APPENDIX | 9 | Summary Cosmetics line is always popular in our daily lives, especially for the ladies. There are variety of cosmetics brand in the market nowadays, and we as consumer have the choices to choose in the big cosmetics market. As the cosmetics market grow bigger, these cosmetics brand are selling more than products but also services. Their service are moving more towards to customer-oriented so that they could meet the needs of customer thus gain customer loyalty towards their brand. This brings me to the core of my assignment, which is to identify and analysis the communication activity of the cosmetics brand and recommend a better customer-oriented communications for the brand. I have choose The Body Shop as my main subject. 1.0 Introduction of Organisation The Body Shop is solely franchisee by Rampai-Niaga Sdn Bdn in West Malaysia. There are more than 64 stores operating in the western Malaysia. The Body Shop is driven by values, high quality skin and body care retailer for natural inspired skin and body care products. The Body Shop is authority in developing 100% Vegetarian personal care products. The company only use a few products that are animal-derived ingredients such as honey. All products cruelty-free as endorsed by People for the Ethical Treatment of Animals (PETA) and the products are not tested on animals. The Body Shop strongly believe that true beauty...
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...Introduction The Body Shop is the second largest cosmetic franchise in the world and a global manufacturer as well as retailer of naturally inspired. It has 2,400 stores which are located in 61 countries all around the world. The registered name of The Body Shop is called The Body Shop International plc and it’s headquarter is placed in Littlehampton, West Sussex, England. The Body Shop is well known for its cosmetic products such as Body Butter, Peppermint Foot Lotion and Hemp which are manufactured by natural ingredients. The Body Shop instituted pioneering social responsibilities and ethical stances as their key branding strategy which emphasized on “Natural” and “Environmentally Friendly”. For example all their ingredients used to produce their products are not tested on animals; they give monetary donations to the communities and they had business partnership with developing countries, compared to its products. From the view on the history of Body Shop, Anita Roddick and her husband Gordon Roddick were enthused to company a beauty products store after seeing a store called ‘The Body Shop’ in Berkeley, California during their visit to United States in 1970. The shop sold cosmetics products ranging from shampoos, lotions, and body creams in small plastic containers. On the 27 March 1976, Anita and Gordon opened a copycat version at 22 Kensington Gardens, Brighton, England, also calling their new store “The Body Shop”. Besides, they also copied the green color scheme as well...
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