...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...
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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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...Environmental Performance Report The Body Shop Prepared by: Sue McSkimming Background 4 4 5 Environmental Policy 6 7 Reference List 11 Background The Body Shop is a well-established multinational company with over 2,500 stores in 60 markets worldwide (The Body Shop, 2011). Dame Anita Roddick opened the very first the Body Shop store in 1976 in Brighton, on the south coast of England. The Body Shop specialise in the production and retailing of skin care ranges, with an emphasis placed on developing natural and sustainable products. They carry a wide range of over 1,200 products for the body, face, hair and home, including body butters, make up, full skin care ranges as well as specialised men and baby ranges. As well as selling their products at brick and mortar retail stores they also have a direct-selling channel called the 'Body Shop at Home' which involves consultants selling products at organised parties in people's homes. This operates in two countries, the UK and Australia. Customers can also buy online in the UK, the USA, Canada, Australia, Korea and Japan. The Body Shop's mission statement includes the following: -Dedicate our business to the pursuit of social and environmental change. -Creatively balance the financial and human needs of our stakeholders: employees, customers, franchisees, suppliers and shareholders. -Courageously ensure that our business is ecologically sustainable, meeting the needs of the present without compromising...
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...started the Body Shop in 1976 simply to create a livelihood for herself and her two daughters, while her husband, Gordon, was trekking across the America. She made her fortune from selling natural ethical products hair care and body moisturizers that were meant for women. Half of her life she spent being an advocate for both humanity and the environment. She traveled to Haiti and different parts of the world where she learned how the earths’ natural resources could help make women more beautiful. The body Shop became a multi local business with over 2.045 stores serving over 77 million customers in 51 different markets in 25 different languages and across 12 time zones. “ Business have the power to do good”. This was the mission statement Anita Roddick chose to use for the opening of the Body Shop. At age sixty-four she dies but, not without making a big contribution to society. Anita Roddick was born on October 23, 1942 in Littlehampton, England. She was the daughter of Gilda and Donney Perella, Italian immigrants who owned a café which Anita and her siblings worked in after school and over the weekends. “After Anita’s application to drama school was turned down, Ms Roddick worked for a secondary school teacher and then quit to travel to Haiti, Australia and South Africa among other places, where she absorbed customs and ideas she would latter apply to the body shop” Anita Roddick once said “When you’ve lived for six months with a group that is rubbing their bodies with cocoa...
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...Rappco is a leader in providing a best quality of swim wraps in Australia. Today, the company is continuing to offer innovative products to customer through personal and nonpersonal communications channels. Objectives of the Study : To enable learners to understand effective communication, the barriers that may exist and ways to overcome these. It will also give learners the opportunity to gain the interpersonal skills needed to embark on a career within the business sectors. Scope/Coverage of the Study : The media communication that is used to promote the product of Rappco, swim wrap company located in Melbourne, Victoria. Framework of the Study : Rappco has succesfully brought its products well-known in Australia by using both of personal communications and nonpersonal communications channels but some of the ways of promoting its product don’t reach the goals. Research Design/Method of Data Collection and Analysis : Using direct interview with the Director of Rappco company, Teresa Kuczynska, about the Effective Media Communication Methods for Product Marketing. The data shows that the company has been used personal communication channels and nonpersonal communications channels in promoting the product. As the result, one of the nonpersonal communications channels is failed in delivering to the customer. Findings of the Study : Industry Description Rappco is a brand of swim wraps located in Australia. It is a home-industy which have two sides of the business,...
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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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...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 The cosmetic industry currently faces many...
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...items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The report is based on a comprehensive survey of 1,200 consumers (1,000 in Australia and 200 in New Zealand) between the ages of 15 and 65 who have shopped online in the past 12 months, with online shoppers being asked to record their online shopping behaviour in terms of total online shopping expenditure, both overall and by merchandise category, the reasons that they shop online and how they shop online (in terms of access, purchasing behaviour, payment methods and so on). The survey was conducted in May 2012. Similar surveys were undertaken in 2010 and...
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...first The Body Shop store opens on 26th March 1976 in Brighton, on the south coast of England. By 1978 a kiosk in Brussels became the first overseas franchise, and by 1982 new shops open at the rate of two per month. In 1985, in its first year as a public company, The Body Shop sponsor posters for Greenpeace. A year later, it creates an Environmental Projects Department of its own, while the first major window campaign for The Body Shop is "Save the Whale" with Greenpeace, in 1986. The first Community Trade product for The Body Shop, a Footsie Roller, is produced in 1986 by a supplier in southern India. This trade in Footsie Rollers has evolved into the current trade with Teddy Exports in India, one of our key Community Trade suppliers. By 1990, just one year after launching in the USA, there are 2,500 applications for a franchise, with demand for The Body Shop products ever-growing, In 1990 The Body Shop Foundation is established The Body Shop At Home, the direct-selling arm, is launched in the UK in 1994, Canada in 1995, Australia in 1997, and USA in 2001. It has now rolled out in 48 states in the USA and is set to grow even bigger. The Body Shop International has many strong traits of strength that have catapulted them into the limelight throughout the years. Many of them are extremely unique to their business which also grips them into political controversy and "drama" as they undergo "business as usual". Their first strong strength revolves around The Body Shop's lack...
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...territory in Australia, and New Zealand. The centres are generally located near or in major metropolitan areas, are anchored by major retailers with long term leases and incorporate a wide cross-section of specialty retailers and national chain store operators. The Trust’s shopping centre investments are undertaken through joint ventures and co-ownership arrangements, primarily with Westfield Group and major institutional investors. The following table sets out the Trust’s shopping centre portfolio as at 31 December 2013. Australia New Zealand Total Centres Retail Outlets GLA (million square metres) Asset Value (billion)1 1. Trust share of shopping centre assets excluding development projects and construction in progress of $247 million. Note: Exchange rate as at 31 December 2013 was AUD/NZ 1.0869 37 10,712 3.3 A$12.4 9 1,409 0.4 NZ$1.4 46 12,121 3.7 A$13.6 Key operating statistics for the shopping centre portfolio (including part-owned shopping centres on a 100% basis) for the year ended 31 December 2013, as applicable, include the following: − Comparable shopping centre net property income growth: 2.0% in Australia and 0.3% in New Zealand − Portfolio leased rate: >99.5% − Weighted average unexpired lease term: 6.9 years (anchor retailers 9.7 years, specialty retailers 3.3 years) − Total number of lease deals completed: 2,395 with an aggregate of 289,071 square metres As at 31 December 2013, the Trust owned interests in 46 shopping centres in Australia and New Zealand...
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...MELBOURNE VIC 3000 Tel + 61 3 132 215 sbv@sbv.vic.gov.au http://www.sbv.vic.gov.au Confectionery Manufacturers of Australasia Level 2 PO Box 1307 689 Burke Rd CAMBERWELL VIC 3124 Tel + 61 3 9813 1600 Fax + 61 3 9882 5473 www.candy.net.au david@candy.net.au Food Science Australia Sneydes Road (Private Bag 16) WERRIBEE VIC 3030 Tel + 61 3 9731 3220 Fax + 61 3 9731 3201 www.foodscience.afisc.csiro.au ian.gould@foodscience.afisc.csiro.au William Angliss Institute of TAFE 555 Latrobe Street MELBOURNE VIC 3000 Tel + 61 3 9606 2111 Fax + 61 3 9670 1330 www.angliss.vic.edu.au info@angliss.vic.edu.au AUSTRADE HWT Tower Level 21, 40 City Road SOUTHBANK VIC 3006 Export Hotline 13 28 78 http://www.austrade.gov.au/ Victorian Food Industry Training Board Suite 10 Skipping Girl Place 651-653 Victoria St ABBOTSFORD VIC 3067 Tel + 61 3 9428 7744 Fax + 61 3 9428 9931 vfitb@vicnet.net.au http://www.foodindustrytraining.com.au/ Issued May 2001 The Industry in Victoria The Australian Confectionery Industry Food Science Australia Sales patterns The chocolate confectionery business is strongest in the colder months of the year and around special gift occasions such as Easter, Christmas, Mother’s Day and Valentine’s Day. In Australia today, 65% of all confectionery is sold through the grocery sector. The Australian grocery sector is highly concentrated with three supermarket chains accounting for approximately 75% of national grocery confectionery sales. Convenience stores and service station...
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...(Problem recognition; search for information; evaluation of alternatives; outlet selection and product purchase; post purchase processes including customer satisfaction and consumer loyalty) (Quester, et al. 2011), and compare the differences in response and behavior between the two interviewees. In addition, this report discusses ‘consumers prefer choose known brand’ and the factors influenced consumers’ behavior. 2. BODY 1. Background Information I select Canon DSLR (Digital Single Lens Reflex) 5D Mark II as marketing research object. [pic] Back in August 2005 Canon 'defined a new DSLR category' (their words) with the EOS 5D. Unlike any previous 'full frame' sensor camera, the 5D was the first with a compact body (i.e. not having an integral vertical grip) and has since then proved to be very popular, perhaps because if you wanted a full frame DSLR to use with your Canon lenses and you didn't want the chunky EOS-1D style body then the EOS 5D has been your only choice (Don & Askey, 2009). Three years on and two competitors have turned up in the shape of the Nikon D700 and Sony DSLR-A900, and Canon clearly believes it's time for a refresh. So here is the 5D Mark II, which punches high in terms of both resolution and features, headlining: 21 megapixels, 1080p video, 3.0" VGA LCD, Live view, and higher capacity battery. In other words, a camera that aims to leapfrog both its direct rivals, either in terms of...
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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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...play a more important role in the world's economy than before. There are countries, where the number of female entrepreneurs is bigger than the number of male entrepreneurs (e.g. Switzerland, Singapore, Brazil etc.). For the most part it happens in countries of Eastern Asia, Africa and Latin America, because of the ever growing markets. There are a lot of outstanding examples of women, who have achieved everything they have by themselves. My favorite example is Anita Roddick, the founder of worldwide company “The Body Shop”. Her story is very interesting. Anita never thought about a life as a businesswoman. When she left school, she studied to be a teacher and then decided to travel. She visited many countries, including Tahiti, Australia and South Africa. Later she got married with the writer Gordon Roddick. As they didn’t have much money, they decided to run their own business. Anita thought about the kind of business she would like to start. She decided to open a shop, that will be selling cosmetics. She didn’t want to make money just to get...
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