...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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...The body shop international: An Introduction to financial modeling The body Shop Case study Question 1: Base Case Assumptions In order to derive this forecast, ‘percent-of-sales’ forecasting was used, which involves initially forecasting sales and then forecasting other financial statement accounts based on their direct relationship with sales. This method of forecasting was used due to the lack of information available (only the last three years of financial statements). As a result, every account in the pro forma financial statements are based on one or more key assumptions about their relationship with sales: Sales: It is assumed that sales turnover will continue to grow at a rate of 11% every year. This figure is the historical average of growth (change) in the last 3 years and reiterates Patrick Gournay’s plans to increase sales. It is unlikely that the firm will be able to achieve 20% growth again as the firm has reached its ‘maturity phase’ in the business cycle (further discussed in 3). COGS: A historical average was taken to get an initial percentage of 40% and then it was assumed that this would decrease at rate to the power of 1.05. The reason for this assumption is because Gournay stated that he aimed to specifically target and reduce costs. However, change is often initially met by resistance, so there may be considerable time lag for large-scale changes to occur. For this reason it is assumed that COGS would decrease at an exponential rate to the power...
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...sustainability has became a mainstream issue, the consensus surrounding issues such as climate change, sustainability and pollution is not a universal concern. Marketing’s role in promoting sustainability is essential as marketing can easily influence the behaviour of the consumer. Marketing is extremely influential in global society, and when used positively and for a good cause, it can encourage consumers to buy environmentally friendly products. However, it can also educate consumers to see the importance in making themselves more environmentally friendly by recycling and reusing products, and even just eating and drinking more healthily. This essay will outline the basic factors and critically assess the value and importance of sustainable marketing. Furthermore, this essay will examine the importance of the 3 main factors that are needed in order to achieve sustainable marketing and the effect they have on...
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...text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm The Body Shop and the role of design in retail branding Tony Kent and Dominic Stone The School of Creative Enterprise, London College of Communication, University of the Arts London, London, UK Abstract Purpose – To demonstrate how a company’s retail store design relates to its brand and is influenced by, and contributes to, its corporate values. Design/methodology/approach – The case study briefly summarises the significance of corporate values, branding and design in the retail industry, and subsequently explores The Body Shop’s application of these elements to its business. The case study is contextualised by The Body Shop’s retail environment forming a particularly important communication channel for the company. Findings – The Body Shop has in many ways been the victim of its own success. Being a unique proposition, and having effectively created its own retail category, it has appeared slow to evolve its brand identity. The strong association between the company and its campaigning founder, increasing competition and changing consumer attitudes, have been significant factors in the company’s struggle to re-align and update its brand. Research limitations/implications – The case study largely draws on secondary sources. However, it is informed by one of the authors’ experience and knowledge of The Body Shop’s design process, which has previously remained unpublished. Practical implications...
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...Responsibility Economic, legal, ethical, and philanthropic expectation placed on organisation by society at any given time. CSR – Carroll and Buschholtz 2002 http://scholar.google.com/citations?user=qMalUAcAAAAJ&hl=en7 The Body Shop Anita Roddick We believe that CSR is fundamental to the success of a business. We motion that all businesses should incorporate CSR within their business. For example, The Body Shop incorporates a strong CSR throughout their business. Incorporating aspects into the community, ethical trade and the environment. Davis Model of CSR indicates social responsibility arises from social power and therefore the influence a business has impacts the responsibility the business has to external factors such as environment. For example, the five core values of The Body Shop: Support community, defend human rights, against animal testing, self-esteem and protect our plant. Further referenced by the fact Body shop work with organisations such as Greenpeace. Argument: “Expensive” The social costs and benefits of activity product or service raise. Increased reputation and standing for trade. Social aspects of customer clientele can improve sales as customers like to be seen to be helping. Trust factor increases. Highlights possible cost benefits for company. Argument for Time consuming. Good CSR attracts customers and attains talented and professional staff. Assuring the reputation of the business. CSR-...
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...Body Shop Case Study The Body Shop #1 1. In this case, how does The Body Shop address the four components of social responsibility? In the Body Shop, what tensions among these components were at work? Economic- The Body Shop used inexpensive ingredients in the products offered. There was also a recycle program where the customers could return used bottles and receive a discount which would save the company money by not having to buy more supplies. The Body Shop also created a company with strong values that customers stood by which was the reason their success. Legal- the Body Shop avoided animal testing and used all natural ingredients to avoid any lawsuits. They knew the products were safe since people have been using them for years. Ethical- Anita Roddick, owner of The Body Shop, reflected her personal ethical beliefs into her work. She was against animal testing and made a great effort to make sure her company and the suppliers also felt the same way. She also wanted her employees to fit a certain image and hired accordingly, some could argue this can cause some ethical problems. Philanthropic- The mission statement of The Body Shop is “To dedicate our business to the pursuit of social and environmental change” and the entire company was based around this. They contributed a part of their earnings to environmental change. Roddick shared her information about certain products with other companies in hopes of reducing animal testing. She preached to her customers about...
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...strategic management in organisations. There are few strategies described in the report as well. I have read a lot of books and journals therefore I have mentioned a few in the reference list. There is also a case study for the body shop. It has been critically evaluated on the strategies. Moreover, the report is a business report with a well research topic. Contents page Introduction-…………………………………………………………………………….1 Findings-…………………………………………………………………………………1 * What is strategy? .......................................................................................1 * What is strategic management? ...............................................................1 * What is operational strategy?....................................................................2 * Discussing the kinds of strategies………………………………………….2 * Body shop case study………………………………………………...……..2 Conclusion………………………………………………………………………………..3 Reference list…………………………………………………………………………….3 Introduction In this paper, I will briefly be discussing the two questions given. The first will be about strategy and strategic management and second will be the case study for body shop. I will be analysing both of the questions to the best of my knowledge. Furthermore, analysing the topic critically with supporting arguments. Findings- What is strategy? Strategy basically can be described as a planning...
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...the standards as defined by the U.S Department of Agriculture in October 2002. Product categories at Whole Foods include: produce, seafood, grocery, meat and poultry, bakery, prepared foods and Catering, Speciality( Beer, Wine and Cheese), Whole Body (nutritional suplements, vitamins, body care, and educational products such as books), floral, pet products and householdsd products. 2. What of the general environment segments and which factors therein are most relevant to WFM? To WFM one of the most relevant could be about population because in the last years, consumers have made a gradual move toward the use of fresher, healthier foods in their everydays diets. There are a segment that prefer expend more money in gourmet shops with a high quality in their products. But low prices and convenience continue to be the dominant factors driving consumers to supermarkets today. That is other factors the competitive environment, unless Whole Food Market was one of the first natural an organic products shop, when it open only were another 6 shops like this in USA in the next years a lot of grocery are flourishing. As well the supermarkets and shops are introducing new products to sell similar to the WFM. The last factors is about political because a strict government requirements must be satisfied; and all the products must be conforms to the standars. This is more costs to adquire the products from the suppliers than need have the certificate of quality in their products...
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...organizations 2 2.2 Describe the purposes of the organizations separately 3 2.3 Analyze the purpose of The Body Shop 3 2.4 Summary 4 3.Describe the extent to which an organisation meets the objectives of different stakeholders 4 3.1 Analyze the stakeholders' needs in The Body Shop 4 3.2 Describe how managers meet the interests of various stakeholders 5 3.3 Summary 5 4.Explain the responsibilities of an organisation and strategies employed to meet them. 5 4.1 Explain the responsibilities of an organization in theory 5 4.2 Analyze the responsibilities and strategies which are committed by The Body Shop. 6 4.3 Summary 7 5.Explain how market structures determine the pricing and output decisions of businesses 7 5.1 Identify the four types of market structures 8 5.2 Analyze which market structure The Body Shop belongs to 9 5.3 Summary 10 6.Illustrate the way in which market forces shape organizational responses using examples 10 6.1 Identify the five forces and explain how they impact on competition 11 6.2 Illustrate the relationship between market forces and The Body Shop's responses 12 6.3 Summary 12 7.Judge how the business and cultural environments affects organisation 12 7.1Give an understanding of how "business" and "cultural" affects The Body Shop 13 7.2Show why "business" and "cultural" environments are important to The Body Shop 14 7.3 Summary 15 8.Conclusion 16 9.Reference 17 1.Introduction This assignment mainly requires...
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...Submitted To Samia shabnaz Lecturer (Course teacher) American international university -Bangladesh Submitted By Khan Samara Salsabeel 07-09162-2 LETTER OF TRANSMITTAL 28th February, 2011 Department of bachelor of business administration American international university-Bangladesh Subject: Tem paper on “A new business plan” Dear mam, Here is the report on “A new business plan” That you assigned us to prepare. This report will provide you with information regarding our business that is on “spa” We have collected and studied the relevant information for preparing this report. we have enjoyed a lot during our report writing, as it required studying details about spa industries in Bangladesh. We hope that this report will meet your requirement. We would be glad to furnish any further clarification in this regard, if needed. Yours’ sincerely, Khan Samara Salsabeel Ferdous shanjida Das Bipul Rahman Ashiqur We are grateful to Almighty god for giving us the chance of completing this paper within the schedule time without any kind of complex hazard. We would like to take the chance to express our gratitude to our honorable course teacher, samia shabnaz for her continuous guidance and support regarding this term paper. Besides this, we have found so many sincere and productive advices from many a person that we would like pay homage to them. INTRODUCTION What actually spa is...
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...organization’s vision. Life’s Scents built the shops strategic plan around the mission and vision statement opposed to the mission and vision statement based on the strategic plan to ensure success reaching the goals of the shop. Life’s Scents is a local shop that specializes in aromatherapy, relaxation products, and workshops that teach relaxation, meditation, and massage techniques. The shop caters to a multicultural community by creating sections within the store dedicated to a variety of cultural needs reminiscent of Indian cultural oils, spices, aromas, and relaxation techniques. Life’s Scents strives to meet the demand and desires of all potential customers and continues to change and expand product lines to provide the most current quality products and services available. The shop originally focused on high end quality products but has since added product lines that focus on the middle income market. Mission Statement Life’s Scents hopes to enrich people’s lives by helping to enlighten their sense of well being, health, and relaxation. We strive to provide quality products and services at a fair price as well as superior customer service to meet the needs and desires of our customers. Vision Statement Within the next five years Life’s Scents will become the premier aromatherapy shop within community by creating harmony, teaching relaxation techniques, and providing products to assist people achieve inner peace and a healthy mind and body. Core Values ...
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...Lush “Happy people making happy soap” EXECUTIVE SUMMARY Lush Marketing Plan Page 1 I. Situation Analysis Lush Products and Services: Creators of Lush have been working together to craft their handmade cosmetics since the 1970’s, but not under the name Lush. Luckily in 1994 the company was able to recreate itself and reopened its doors as Lush Inc. Their headquarters are in Poole, England where they really changed the bathing world by introducing the public to new bath products such as Bath Bombs, Shampoo Bars and Massage Bars. Lush offers organic hair care, shower care, skin care and body fragrances. 1 The company was an instant success in England and now they have over 600 stores in 43 different countries. Lush believes in “happy people making happy soap.” Industry Analysis: Lush Inc. is a privately held company based in Poole, England. The company manufactures and has a market of personal health care products and gifts. There is no industry yet for organic cosmetics, which Lush ultimately falls into, however, Lush advertises itself as a cosmetic company. Thus Lush falls into the industry of cosmetic, perfume, or beauty supply stores that primarily engage in retailing cosmetics, perfumes, toiletries, and personal grooming products. 2 In 2002, there were 10,786 cosmetic, beauty supplies and perfume stores in the United States.3 Also in 2002, the cosmetic industry 1 Marketline, “Lush Limited,” Marketline, http://0www.marketlineinfo.com...
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...Strategic Management Lynn Johnson University of Phoenix BUS/475 Phillip Cram March 29, 2010 Developing a strategic plan is imperative for any business. Part of the strategic planning process is creating objectives that will help an organization reach their long-term goals. For this to occur, senior management must use a balanced scorecard that will enable them to focus on their strengths, weaknesses, opportunities, threats, and trends within their industry. The Body Shop is a leader in the skincare industry because this organization’s strategic plan centers on their mission statement. However, as all businesses, The Body Shop creates objectives that help strengthen their market, while maintaining their goals. This is the basis for sound strategic planning, and this is why The Body Shop is the leader in the skincare industry. Shareholder value or financial perspective To improve shareholder value or financial positioning, senior management believes it is time to expand globally, and the first area is market share. According to research, the European population is growing and health and skincare awareness is increasing in these regions. Marketing will research different segments of the European market, such as geographic, social, and the behavioral environment, and profile those segments into categories. Once this is completed, marketing will create a strategy that entails extending the product line, increase direct and indirect sales, and broaden the organization’s...
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...such as the community. Blake Mycoskie is a true definition of an entrepreneur. He has succeeded in all the business ventures he pursued and has become more successful with every business. Blake is not afraid to take risks and has tried to make sure that he puts his best foot forth to make sure his businesses become successful. His first project was opening a laundry service in college for all the college students and it very well which led to it expanding to other colleges. Blake then sold the laundry company and then started a music company that aimed at country music stars, with the success of that he sold that company also. Blake has a great business mind and he has great ideas to generate profit that’s why his businesses were successful. Mycoskie raised 2 million dollars with a reality show which they got the money from celebrities but it was later bought by Rupert Murdoch that too was a success. After those business ventures, another one came about and this time he partnered with a traffic school to help promote Driver’s Education Direct and he also created a marketing company to promote Driver’s Education Direct. Blake Mycoskie makes very wise business choices that have led him to the point that he is today. His leadership skills are absolutely intriguing because he makes his businesses successful and knows when to let go of the business because he has reached his profitable goal for that business. Blake Mycoskie is better known for his company called TOMS. Mycoskie went...
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...This essay will entail an overview of The Body Shop’s origins; an analysis of the brand using academic theory to evaluate its position within the market, and its existing communications strategies; and finally a proposal detailing how The Body Shop can tailor its communications toward specific target market in Dorset. ------------------------------------------------- [Document Title] ------------------------------------------------- Brand Analysis & Communications Plan Brands & Brand Communications WORD COUNT: 2,972 Brand Origins (See appendix 1) Strategic Brand Analysis Customer Analysis The Body Shop segments its target market psychographically. This is because their target market is defined entirely on their outlook and opinion on body care products, as opposed to targeting towards a certain age group. Typically adult females, the target consumer of The Body Shop would be one that is willing to sacrifice a low cost, for the benefit of high quality. It is likely that they will have an interest in issues such as recycling and ethical trade, and also be open-minded to experiencing new products with unconventional ingredients, which is why they would choose The Body Shop over a typical supermarket brand. Interbrand (2011) notes The Body Shop as a brand that has created a halo around its products due to its sustainable innovation, which is why customers choose it over other brands. Customers of The Body Shop buy from there because the brand’s unique...
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