The Body Shop - Marketing process

Marketing Process

The Body Shop International

My Nguyen – 1042134

Phuong Tran – 1340420

Bich Do – 1435496

Yen Pham – 129320

Anh Dang – 1401581

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

Structure of Presentation

Market Research

STPMarketing Mix

E - Marketing

Conclusion

Introduction

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

2006Acquisition by L’Oréal

The Body Shop – Core Values

• Defend human rights

• Support Community Fair Trade

• Protect our planet

• Against Animal Testing

• Activate Self Esteem

Marketing Research

Political Analysis

Economic Analysis

Social/Demographic Analysis

Technological Analysis

Changing in consumer behaviour

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.

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

Technological analysis

Changing in consumer behaviour

26.4 30.934.6 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.

S-T-P Process

Mass

consumers

20-55 years

old

Women 20-55

Environmentally

and socially

conscious

“Environmentally

conscious brand”

Brand Value

Ethical Value

(CSR- Ethical Manners, Society

and Environmental Concern)

External value

(emotional connections

with customer)

Internal value

(innovation –

competitive advantage)

Product –Three Layers Model

Baines et al. (2008)

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

Packaging

no secondary packaging, green

logo

Brand Name

The Body Shop

Quality

Premium Quality

Features

Natural ingredients

Actual Product

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)

Product and Price

• Green and natural concept

• ‘Masstige’ brand offers price

only slightly above mass

product goods

Distribution

• Authentic store: ‘Pulse’

Concept

• Click-and-order site

• Logistic

Promotion

E-Marketing

Kotler et al. Principles of Marketing 4th Edition Figure 4.3 Setting up for e-marketing

• Social Media

Conclusion

Market Research

STP

Marketing Mix

Implementation and Control

Conclusion

Expected Challenges

• Increasingly importance of customised products in

consumer choices which will challenge The Body Shop

to innovate its offers.

Thank you for your attention !

Q&A