Marketing Strategy of the Body Shop – The Body Shop Strategy: The Body Shop is a British cosmetics, fragrance, and cosmetics business that was established in 1976 by the late Dame Anita Roddick. She founded the business from an unassuming store in Brighton with just 25 items and today the business has grown to the value of PS800 million and operates in sixty-six countries.
The Body Shop has a range of over 1000 products and has more than 3000 owned and franchised stores. The Body Shop is controlled by Natura, a Brazilian cosmetics firm called Natura. It was initially part of L’Oreal between years between 2006 and 2017.
The company was sold to Nature in June of 2017 for PS880 million. Natura Cosmetics believes in cruelty-free products in which no animals are affected in the process of making the products. It makes use of fresh and sustainable ingredients and has discovered alternatives to techniques to test on animals.
Did You Know About The Body Shop?
Company : The Body Shop
CEO: David Boynton
Founder: Anita Roddick
Year founded: March 27, 1976
Headquarters: Brighton, United Kingdom
Annual Revenue : $ 5.3 billion
Products & Services: Naturally inspired, ethically produced beauty and cosmetics products
Competitors: L’Occitane | Yves Rocher | Lush | Weleda
The Body Shop Fun Fact : The Body Shop boasts of being one the first cosmetics brands to prohibit testing on animals, and also the first company to introduce Fair Trade to the beauty industry, which is all very well.
STP in the Marketing Strategy of The Body Shop
Under the premise of demographic segments, The Body Shop has focused on women primarily. They recently launched products that are geared towards men too. They have also developed products for men. market is segmented by various occupations such as teenagers working adults, teens, and housewives who are 15 and 60 years old. When looking at the cost product range those with middle- or high-income people purchase the market’s products.
The Body Shop has efficiently targeted its customer base, specifically for women who are employed and wish to look beautiful in the workplace. Women who wish to keep their skin from drying in a climate-controlled room. It gives women a range of products lines that enhance elasticity and firmness of the skin, preventing wrinkles that appear in the facial area.
The majority of people are eager to have a healthier lifestyle and use organic products for their skin. Body Shop Body Shop has been positioned strategically to fulfill these needs. They satisfy the consumer’s desire to live a healthier lifestyle by making use of organic and natural ingredients like sugarcane, seaweed aloe vera, honey tea tree. The company promotes environmental issues and campaigns against the use of animals in its products. It is among the few cosmetic brands which promote health over fashion and has an extremely unique marketing method.
Body Shop Mission
To dedicate our business to the pursuit of social and environmental change. To creatively balance the financial and human needs of our stakeholder’s employees, franchisees, customers, suppliers, and shareholders.
Body Shop Vision
The business of business should not just be about the money, it should be about the public good. Not private greed.
Body Shop Tagline
‘Enrich Not Exploit’
Competitive Advantage in the Marketing Strategy of The Body Shop
It is a fact that the Body Shop brand is seen as a reputable brand that produces high-quality products. It is also beneficial that the products carry an appealing, natural in-depth, and moral message that is behind the brand that the items.
This is the way The Body Shop differentiates its brand from other brands of cosmetics. If a brand is involved to support a cause, it boosts the consumer’s loyalty to the brand. According to research, 835 percent of people will be more inclined to purchase an item that is concerned with environmental and social concerns seriously.
Strong Advertising and Marketing
To show the consumers the impact of every pound they spent on The Body Shop product, they would show one square meter of faux-grass on the checkpoint to help the consumers visualize what they are helping to build.
The brand makes the strong promotion of corporate social responsibility and strong advertising strategies to position itself as a green company.
The Body Shop can create a solid base of loyal customers through the products the company provides to its customers. The products are made from natural components.
Their mission for ” Enrich and Not Exploit” is now quite well-known. They are determined to enhance everyone in their organization, their products, and the earth. They are planning to work closely with suppliers and farmers as well as being strongly against testing on animals.
BCG matrix in the Marketing Strategy of The Body Shop
Body Shop is part of Natura & Co which is a Brazilian manufacturer and marketer of cosmetics. It is the most popular Brazilian cosmetics brand in terms of sales.
The most prominent brands that it owns include The Body Shop, Natura Cosmetics, and Aesop. The Body Shop comes falls in the top category. This Body Shop is going extremely well in the marketplace and the likelihood of expansion is very large. Natura & Co has made significant investments in advertising and the development of its brand. In 2017 Natura and Co claimed to grow by double-digits because of The Body Shop.
The Body Shop’s performance was excellent which is predicted to expand similarly in the coming year. Because of the enormous potential of the product, The Body Shop is in the top spot in BCG’s matrix. BCG matrix.
Distribution Strategy of The Body Shop
The brand is now comprised of greater than 300 products categories and includes around 2500 locations across the globe. It is a global company that operates more than 3000 stores across more than 60 countries and employs over 22,000 employees across the globe.
The company’s global presence spans Japan, Korea, India, Hungary, Finland, Portugal, Finland, and Bangladesh. The company uses a multi-level advertising channel known as “The Body Shop at home” which has consultants and distributors who recruited people to market and sell the product, and it was successfully used in countries such as Australia, France, South Korea as well as other countries like France, South Korea, Australia, and.
The brand makes sure that every one of the areas which sell the product is accountable in their projection of the stock. There are three main distribution methods: general, alternative as well as prestige.
Prestige is the name given to department shops and specialty stores. Broad are warehouse clubs, drug stores, and cosmetic discounters. They are an alternative is a combination of channels such as direct sales as well as direct mail. It also offers an online store for selling of their products.
Brand equity of The Body Shop
The brand is based on five core principles and they are backed by community trading and animal testing, as well as activated self-esteem, protection of the planet, and upholding the rights of humans.
The customers who are loyal to the brand say that they prefer The Body Shop because of The Body Shop’s commitment to social issues, environmental as well as social concerns. The associations that are held by consumers about the brand have added to the perception of value for their products.
The Has brand has successfully altered consumers’ expectations of what they should look for in products. It’s more than just the pretty image and costly ads and more about the natural ingredients and health products.
Competitive analysis in the Marketing Strategy of The Body Shop
The most significant competitor for The Body Shop is Yves Rocher, Lush, Weleda, and L’Occitane. They are The Body Shop’s direct rivals because they are within the same market that The Body Shop does and also place a strong emphasis on the environment using natural and organic components in its products.
Maybelline New York is not an immediate competitor but is an issue for The Body Shop because they have been promoting themselves to protect the environment and against testing on animals. Body Shop must find a place of differentiating itself against these brands to guarantee that customers are loyal to the brand.
Body Shop Customer Analysis
The Body Shop has a range of customers that are females and men. The company initially didn’t offer products specifically for men, but in recent years it’s also focusing on males who are taking good care of their bodies and wanting to take a relaxing bath. The main focus, however, is women aged between 20 and 55 years old.
According to the company, they found they have 64% of customers are willing to buy an ethically-sourced product. They also discovered an average of 83% of customers likely chose to shop at stores that take social and environmental issues seriously. The study also revealed that consumers who purchased The Body Shop products found it to be very appealing. The Body Shop had a solid image as it relates to its cosmetics.
Body Shop Promotion Strategy
The Body Shop aims to change the way that beauty products are made. It has just launched the “Forever against Animal Testing” campaign that will run for two years, with regular content that will run for two years, until the year 2019. It has teamed up together with “Game OF Thrones” star Maisie Williams, as well as several social media influencers to launch this campaign.
The entire campaign will be repeated for two years to ensure it makes an impact on the world. The message will go out across YouTube as well as blogs and even in stores to ensure that the message is not ignored.
The brand advertises its campaigns and products through videos as well as social media, in-store and online content. Less emphasis is focused on TV advertising for marketing. The brand is currently testing channels such as Instagram, Pinterest, and Snapchat and they appear to be performing extremely well for its customers that are younger than 35 years old.