Case Analysis Of The Body Shop

2595 Words6 Pages
bulb-icon

Recommended: Contemporary brand management

The Body Shop has been successfully trading in the body care and cosmetics industry since 1976, when the first store was founded by Dame Anita Roddick in Brighton, England. It has continued to grow since, becoming an international brand that trades in over 50 countries. The brand is well known for using raw ingredients, its fair trade and for being against animal testing.
The company began to struggle in 2002 when sales growth in the UK flatlined and this worsened over the following two years (Barnes, 2004). The Body Shop has adjusted its visual identity and brand positioning over the years to try and improve brand equity. This audit is going to establish the company’s current standing and will include recommendations such as a product extension …show more content…

She has two children and a husband and she works part time. She has very little time to spare in her busy schedule of work and taking care of her family but when she does get some time to herself she likes to indulge in using products that she has purchased from The Body Shop for example, body butter, bath gels, scents and moisturisers. When it is her time to relax she likes to make the most of it. She also purchases products from The Body Shop for her children as she knows that the products will be kind to their skin. The Mineral foundation is perfect for her teenage daughter who is suffering with acne, although it is a lot more expensive than other foundations she knows it will be good for her skin and won’t make it worse. The Body Shop is also a perfect place to buy birthday and Christmas gifts for friends and family.
Consumer Insight – ‘I have little time to spare to take care of myself as I am constantly busy, juggling work and family life. When I find time for myself I like to spend a little bit more money and time using products that will make me look and feel good’

Brand Positioning
Unilever’s brand key model has been applied below to establish the brand positioning of The Body Shop however it appears with a few changes. Unilever’s original model includes a section titled, discriminator. In the model below this has been changed to points of difference as this is a more suitable way …show more content…

Market reposition. It seems that The Body Shop is currently failing to attract the younger generation of consumers. This is perhaps because their prices are too high or because they are just not using the right promotion techniques to attract them. Taking this into account the second recommendation is to use celebrity endorsement to attract younger customers. L’Oreal currently has a wide range of celebrities that they use to promote their products including Cheryl Cole. This could not only be used to attract younger consumers to The Body Shop but it will also be an effective way to increase the awareness of the brands values which is one of their key challenges.

Tactical
The tactical recommendations are based on the first strategic recommendation, brand extension for the children’s market. The marketing mix has been applied below to this new brand of products to establish where they will be placed and how.
Product – Children’s body care and skin care products including all the essential products for consumers with babies, including baby wipes, the most important product bought by 85% of parents with children aged 0-4 (Libby, 2014).
All products:
• Baby Wipes
• Body washes
• Soaps
•

Show More
Related

  • Summary Of The Body Project By Joan Brumberg

    1595 Words  | 4 Pages

    As the process of menarche that transitions a child into a young woman begins and their bodies become more visible and exposed, so do the problems of becoming a young adult. Having perfect clear skin wasn’t always an epidemic for young adolescents. The desire to be beautiful was not always a priority and of the many body projects talked about by Brumberg, skin care was really the first to be supported by middle class parents. Having clear skin was of great social and cultural trend of the time. During this era when blemishes indicated to society that acne was a sign of poverty and uncleanliness, as well as displayed signs of promiscuous sexual behavior mothers did everything in their power to make sure that their youths received the proper face

    Read More

  • The History On Madame C. J. Walker

    1873 Words  | 4 Pages

    Cosmetics: The Lost Years : Notable women who paved the way for today's cosmetic industry.(Annie Turnbo Malone and Madame C.J. Walker)

    Read More

  • Balanced Scorecard: Enhancing Financial Performance Measurement

    1061 Words  | 3 Pages

    The company is affronting several challenges; the industry of sports and medicine is very competitive. There are big companies and multinationals that have a high power of negotiation and dominion in scale economy that allow them to enter in any market and introduce their products. If Smith & Brown apply the strategy of the balanced scorecard with the four perspectives, it can discover and improve its strengths and comparative advantages against the other competitors in the market (Norreklit, 2000). To create the comparative advantages against the high street drug and supermarket chain’s own labeled products, which are normally considered as average quality products, Smith & Brown can focus on producing luxury products using their brand profile, which insures the customer that these products are widely used and trusted by sport celebrities. The retailers cannot be considered as new rivals in the market, but an empowered client that new negotiation conditions have to be considered. In an aspect the company needs to revise which internal aspects give them an advantage against the other companies (Marlys & Steven,

    Read More

  • Primark Case Analysis

    2052 Words  | 5 Pages

    Primark is a subsidiary company of the Associated British Foods (ABF). It was first opened in Dublin in June 1969, which under the name Penneys. Four more stores were launched within a year in Ireland afterward. Currently, Primark operates in over 270 stores in 9 different countries in Europe such as United Kingdom, Germany, Spain, etc. Primark capitalised on the fast-fashion tendency that began in the 1990s as well as the capability to produce garments cheaply in Asia where clothing values fell dramatically (Shawcross, 2014). It offers a diverse range of products which includes kids clothing, menswear, womenswear, accessories, home ware, beauty products and confectionary. According to TNS market research ranking, Primark ranks the second

    Read More

  • Yue Sai

    1108 Words  | 3 Pages

    Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.

    Read More

  • Body Shop

    338 Words  | 1 Pages

    Answer: I would say that, as a commercial company, Body Shop is being one of the most ethically responsible companies. It takes

    Read More

  • Ideal body image

    697 Words  | 2 Pages

    ...al body image is such a big issue in our world and its solution is to easy to not do anything about it. This is an issue that affects most of the worlds young woman in some way or another and the effects is mostly negative. We all need to do something about this. Go contact the media and the beauty industry and tell them what we want. Models who like the average healthy woman. Together we can change young women's lives, we can live in a world where they will not have to endanger their personal health if they want to feel beautiful. Together we can save womens lives.

    Read More

  • Propaganda from the Beauty Industry

    1213 Words  | 3 Pages

    ...r young, impressionable mind will have been exposed to more than 77,000 advertisements, according to an international study. Last week, it confirmed the link between the images of female perfection that dominate the media and increasing cases of low self-esteem among young women..” (Shields,2007). The propaganda techniques such as liking, sex appeal, and celebrity endorsements are used in advertisements constantly. Commercials on television, billboards, magazines, and various other advertisement types are everywhere you look in America, and sadly it has become very important for women of all ages to try to be perfect. We come into contact with these messages every day, and the beauty industry is getting bigger and bigger. Propaganda has molded our worldly perception of beauty and will only continue to hurt us and gain from our lack of self-esteem if we allow it to.

    Read More

  • Ansoff Matrix Analysis Matrix

    735 Words  | 2 Pages

    The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.

    Read More

  • Olay Total Effect Anti-Aging Cream Analysis

    1500 Words  | 3 Pages

    It is shocking how many discourses a 30 second advertisement can produce. Many people will see this advertisement differently to the way I have perceived it. But I still think that it is quite clear how much of a stereotypical view this advertisement is portraying. It has succeeded in attracting many customers and has helped sell a lot of the product. It is producing this kind of fear among women about old age that aging isn’t a good thing, once they are 30 they need to start looking after their face because they are getting old. Women need to totally make sure that they always look young or that is it, their life is over. Media does a very good job at portraying this.

    Read More

  • Marketing Plan for a Cosmetics Company

    6035 Words  | 13 Pages

    After studying the cosmetic market we can identify a series of needs in this market:

    Read More

  • Product Propaganda

    975 Words  | 2 Pages

    In order for a company to prosper and grow, some look to new products and packages, new uses and/ or new markets. A few of the companies featured used their ingredients as a marketing tool; while others utilized their appealing catch phrases as the main tool in their marketing scheme. Often, during this type of product propaganda many is revealed about the company; while the product itself is tucked behind the hype and flashy words of the companies’ marketing geniuses. The companies featured in this module seem to stick to certain trends such as marketing to one group of the population. Of the marketing schemes that arise include, targeting children and using the “mommy, buy me that” factor, the “on the go” American, the creative individual, and women who want to eat and feel good about themselves doing it. Many of these strategies seem to work however, one might want to reflect on the truth behind this propaganda. Nevertheless, marketers need not fret about if they are stretching the truth or not; all that matters is if the product sells.

    Read More

  • Images of women in advertising; its impact on social perceptions of beauty and body image idealisms, and the extents to which we go to become them.

    1964 Words  | 4 Pages

    “Medieval noblewomen swallowed arsenic and dabbed on bats' blood to improve their complexions; 18th-century Americans prized the warm urine of young boys to erase their freckles; Victorian ladies removed their ribs to give themselves a wasp waist.” 5 Even from medieval times, the extent to which women have gone to achieve ‘ideal beauty’ is extreme. In the 21st century, Americans spend more money on beauty related product than they do on their education, creating a 160 billion dollar a year global industry, all in the name of ‘perfection.’ 5 Intensification of body image ideals has increased through media and manipulation in the advertising industry, due to the portrayal of women, leading to the creation of a 20 billion dollar cosmetic surgery industry. Driven and fueled by sexual instinct and desire to achieve perfection, images of women in advertising will not cease to hold a huge amount of power over the everyday woman who spends her life chasing an ideal, which does not exist, often leading to psychological and physical effects which can last a lifetime.

    Read More

  • Unilever's Employee Rewards System

    2060 Words  | 5 Pages

    Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)

    Read More

  • Beauty Products Essay

    1412 Words  | 3 Pages

    In discussion, it were suggested that the individual him/herself, should approach the dermatologist to do skin checkup, and get suggested the right skin care and beauty products; and the products should be avoided for any skin allergies. This is a better way where the consumers will have a better idea of what needed by their skin and they can consider this when buying beauty products and also to avoid overspend. The consumers also should check for the review of users of the beauty products they planned to buy and visit the government website to check the registered and certified beauty products; and also to report the uncertified one for the government to take action. It will make people aware of brands that do follow the rules set by government and have less side

    Read More

More about Case Analysis Of The Body Shop

Open Document