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BUSINESS & ECONOMICS

MEB University Assessment Task: Research Report

Green marketing: How The Body Shop Australia applies it by Lucy Wang

November 2014

Course: Monash University English Language Bridging Program for University
Teachers: A. Smith & M. Webb

BUSINESS & ECONOMICS

Table of Contents
Executive Summary ……………………………………………………………………………………………………………….ii
1. Introduction……………………………………………………………………………………………………………………….3
2. Green Marketing………………………………………………………………………………………………………………..3
2.1. The four Ps of Marketing …………………………………………………………………………………………………….3
3. The Body Shop Strategy ……………………………………………………………………………………………………..4
3.1. Product Policy……………………………………………………………………………………………………………………..4
3.2. Price Policy…………………………………………………………………………………………………………………………..5
3.3. Placement Policy ………………………………………………………………………………………………………………….6
3.4. Promotion Policy ………………………………………………………………………………………………………………….6
4. Conclusions and Recommendations…………………………………………………………………………………….7
5. References ………………………………………………………………………………………………………………………….8

List of Figures
Figure 1: The Body Shop Green Products……………………………………………………………………………………..5
Figure 2: Green Planet Campaign by The Body Shop …………………………………………………………………….7

i

BUSINESS & ECONOMICS

Executive Summary
This report analyses how The Body Shop Australia applies green marketing, using four of the elements of the marketing mix, including product, price, promotion and place. The findings indicate that the company is committed to delivering green products to customers; and building a green brand and a green company. They adopt different strategies and policies to demonstrate their awareness of environmental issues. Recommendations for better performance and enhancement of their marketing strategy are also presented.

ii

BUSINESS & ECONOMICS

1. Introduction
Environmental problems and climate change

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