THE BODY SHOP

Beauty Products Inspired by Nature and Ethically Made

Section F SNEHA RAMAKRISHNAN

 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, natures way. Weve 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 were doing this, we always strive to protect this beautiful planet and the people who depend on it. We dont do it this way because its fashionable. We do it because, to us, its the only way.

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

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.

MARKET SEGMENTATION
WOMEN
From 20 to 40 years old
Working

MEN

From 20-35 years old

Income - 25 000 55 000

Taking care of herself

Aware of economical and social aspects

Lifestyle urban cosmopolitan men

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)

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 LOral New positioning:

Haut de gamme brand with average price

4 Ps OF MARKETING
Product

Organically grown body product Short durability Relatively low price

Price

Medium price Affordable product

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

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

OBJECTIVE
Promote awareness of the Body Shop core brand and specific mens 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)

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.

THANK YOU