Marketing Management 1

Name AA

Roll Number FT20xxxx

Section 1

Group 1

Brand

The BODY SHOP

Introduction

The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and
perfume company that was founded in 1976 in Brighton, UK by Dame Anita Roddick. It currently has a
range of 1,000 products which it sells in about 3,000 owned and franchised stores internationally in
more than 65 countries. The company is based in East Croydon and Littlehampton, West Sussex.

The company is owned by a Brazilian cosmetics company Natura and part of the Natura & Co group.
Before being part of Natura, The Body Shop was owned by L’Oreal. The company posted the revenue of
$ 797 Million in 2018. The brand offers a large range of products which can be divided in different
categories as: Bath and body care, Skin care, Fragrances, Make up, Men line. The brand has one mission:
to bring ethically sourced beauty products to the masses.

Competitor Analysis
1. Estee Lauder – The company posted the revenue of US$ 11.84 Billion. It has a strong
presence in 150+ countries. The company offers Branded In-Store Environments. The company
follows push marketing strategy resulting in large distribution channel. Estee Lauder conducts
Animal Testing for its products.
 2. L’Oreal – The company has a revenue of €26.93 billion. L’Oreal operates in 130 countries. The
company is a pioneer in new products and advanced technologies; with a very large portfolio
along with this they offer salon services. The company follows Pull Marketing strategy and
spends excessively on advertising. The brand offers vegan products and doesn’t test its products
on Animals.
3. Lakme - The company posted the revenue of US$ 49.9 Million. Lakme operates in India only.
The company offers an exciting product line with a variety of skin care products and services
through their beauty salons. The company follows both Push and Pull marketing. They conduct
Lakme Fashion Week, a largest fashion event. Lakme conducts animal testing either on the
finished products or on the raw materials.
4. Revlon - The company posted the revenue of US$ 2.3 Billion. It has a strong presence in 90+
countries. The company offers cutting edge products. The company follows both Pull and Push
marketing strategy resulting in large distribution channel. Revlon doesn’t do animal testing.
5. The Nature’s Co - The company posted the revenue of INR 150 Crores. It operates in India
only. The Nature’s Co endeavours, with its ranges and its stores, to spread a wholesome, holistic
natural experience. It sells its products online and through stores. Their products are Vegan and
aren’t tested on animals.

Customer Needs Fulfillment

The company sells products for both adult men and women . The company has a long term objective to
educate the belief of The Body Shop to the young customers. The belief is ‘natural is the best’. It is
hoped that this concept can be deeply rooted in the minds of the young potential customers, so that
they will become those who prefer natural cosmetic products and are loyal to The Body Shop in future.
The brand sells products for all needs –

 Skin Care – Sun Protection lotion and emulsions, night care creams , tea tree face wash, herbal
masks
 Bathing and Body – Shower Gel, scrubs, body wash and face wash, spa treatment oils
 Hair – Bamboo pin hairbrush, detangling comb, glossing conditioner and moisturizer , anti
dandruff shampoo, fruit extract shampoo
 Make Up – Mascara, eye liner, foundation, primers, facial buffers and tools like eyebrow brush,
blusher, foundation brush.
 Fragrance – Body Mist, perfumes and cologne.
 Gif Set –For both genders containing either hand and body care products or fragrance or facial
products or a combination of any.

Apart from the product-wise offering, the brand also provides an alternative approach to shop to its
consumers. The consumer can filter the products on the basis of concern they have – like dry skin, oily
skin, dandruff condition, blackheads removal, etc. Also, the products can be arranged as per the age
groups.
Value Proposition
The Body Shop establishes brand image through three main parts, namely symbolic, attributes, and
benefits by understanding its initial brand positioning as a company that is dedicated to producing
natural bath and body products that support fair trade, animal rights, human rights, and eco-friendly
processes for people who care about these issues. It is well recognized as green and ethic business by
customers.
 It provides natural ingredients strictly adhering to biodegradable standards.
 Minimal packaging material is used for its products.
 The pricing of products is in line with competition.
 Vegan products which are free from animal cruelty

Thus, we can conclude that Body Shop fulfils the promises it made to the consumers by providing
animal-cruelty free natural products which are of premium quality.

Segmentation and Positioning Strategy

The Body Shop covers a wide range of market and caters to needs of many.

 Geographic Segmentation – Urban Markets

 Demographic Segmentation
o Age – 20 to 50 i.e. Youth and Adults
o Gender – Both male and female
o Social Class – Upper Middle Class to Rich Class
 Behavioral Segmentation – Needs and Benefits

The target segment for the company are those people who seek natural and healthy beauty products.
There’s an increasing trend of using natural products which are free from chemicals. The company is
successfully capturing the healthy lifestyle trend and selling its products which are made from organic
ingredients like Honey, Yogurt, Tea Tree, Apricot, Seaweed, Rosewater, Cherry, Aloe, and Strawberry
among others. The Body Shop has a strong brand image associated with it which fulfills the needs of the
urban high-income populace.

The Body Shop has positioned itself as an ethical beauty product. Its message of being 100% vegetarian
and animal-friendly has found likeliness in people who associate themselves with environmental causes
and animal rights. Moreover, its grooming products are perceived positively and of high quality by the
customers. Its natural products are differentiable from the competitive brand and are desirable by the
consumers.