A STUDY ON THE PRODUCT AND PROMOTION

RELATED STATEGIES OF BODY SHOP

SUBMITTED BY: SUBMITTED TO:

NANDANA SUJITH DR. ARCHI MATHUR

ROLL NO: 1732 ASSOCIATE PROFESSOR &

SEMESTER II ASSTT. DEAN FACULTY OF

B.B.A. L.L.B. (Hons) MANAGEMENT STUDIES

SEACTION A

NATIONAL LAW UNIVERSITY, JODHPUR

WINTER SESSION
 TABLE OF CONTENTS

Contents
1
.EXECUTIVE SUMMERY..................................................................3
2.OBJECTIVES....................................................................................4
3.RESEARCH METHODOLOGY......................................................5
4.CHAPTER I – BODY SHOP............................................................6
5.DATA TABULATION.....................................................................8
 Questionnaire.............................................................................8
 Answers...................................................................................10
6.ANALYSIS.....................................................................................15
I. To identify the product strategies adopted by Body Shop.........15
 What are Product Strategies?...................................................15
 Product Strategies adopted by body shop:...............................20
II. To identify the promotional mix of Body Shop.........................24
 What is a Promotion Mix?.......................................................24
 Tabular Form of the Promotion Mix:......................................24
 The Promotional Mix of Body Shop:......................................27
III. To analyse the impact of the strategies on customers.............32
 To identify the lacuna in the strategies and suggest remedial
measures.......................................................................................34
7.Conclusion:......................................................................................36
8.Recommendations:..........................................................................37
9.Bibliography:...................................................................................38
10.Anexxure : -...................................................................................39
 EXECUTIVE SUMMERY

The Body Shop is a British skincare, perfume, and cosmetics company and was founded in

the year 1976 by Dame Anita Roddick. She started the company from a small shop in

Brighton with only 25 products and now the company has grown to be worth £800 million

and is present in nearly 66 countries with a range of 1000 products and sells over 3000 plus

franchised and owned stores owing to their great marketing strategies.

The project aims to identify the product strategies used by Body shop over the years and to

identify their promotional mix. The project further analyses the impact of such strategies on

the customers and identifies the lacuna in them by analysis of primary and secondary data

collected by the researcher.

 OBJECTIVES

1. To identify the product strategies adopted by Body Shop.

2. To identify the promotional mix of Body Shop.

3. To analyse the impact of the strategies on customers.

4. To identify the lacuna in the strategies and suggest remedial measures.

 RESEARCH METHODOLOGY

The researcher has adopted a doctrinal method of research. Data has been collected

from various primary and secondary sources and the data so collected has been

tabulated and analysed. Primary data has been collected from the company’s web-site,

surveys, questionnaires, interviews etc and secondary data from books, articles and

other online resources.

 CHAPTER I – BODY SHOP

The Body Shop International Limited, trading as The Body Shop is a cosmetic, skin care and

perfume company which is a subsidiary of the Brazilian company Nature & Co.

It is an internationally acclaimed company that has more than one thousand products under

it's umbrella. It was earlier owned by the French company L’Oreal from years 2006 to June,

2017. This brand of British origin was founded in year 1976, 26th March by its founder Anita

Roddick. The Body Shop is associated with cosmetic industry as it deals in beauty products.

It is an internationally acclaimed company that has more than one thousand products under its

umbrella. It is naturally inclined towards creating eco-friendly and natural products and

features ingredients like sesame seed oil and marula oil. Its diversified product portfolio

includes a wide range of hair, body, face and fragrance products.

The Body Shop has used several marketing policies to promote its brand name in the

consumer market. It has adopted a societal marketing concept and encourages usage of plant-

based materials. Its advertisements are mainly through fashion magazines and social media

platform. The brand has its own website that markets its products and targets those who are

appreciative of eco-friendly products even if their range is high.

 DATA TABULATION

• Questionnaire
1. Name:

2. Gender:

 Female
 Male
 Others

3. Age

4. Are you aware of the brand Body Shop?

 Yes, it is a well know brand

 No

5. Please select the mode through which you became aware of the brand.

 TV Advertisements
 Newspaper Advertisements
 Social Media Platforms
 Display Shelf in a store
 Banners in malls or Billboards
 Word Of Mouth

6. Do you buy products from the body shop?

 Yes
 No

7. If yes, why do you like their products?

 They produce good quality products

 Their products are natural and Eco- Friendly
 They are a socially responsible Brand and indulge in numerous
campaigns
 Their products are cruelty free

8. If no, what are the factors that deter you from purchasing their products?

 Lack of awareness about the brand

  I am loyal to some other cosmetics and toiletries brand

9. What are the most important factors that you consider before you chose a
brand to buy cosmetics and toiletries?

 Quality
 Environmentally Friendly
 Diversified product portfolio
 Natural
 Cruelty Free
 Socially Responsibility

10. Are you satisfied with the products of The Body shop and will you recommend
them to others?

 Yes
 No
• Answers

1.

2.
3.

4.
5.

6.
7.

8.
9.
 ANALYSIS

I. To identify the product strategies adopted by Body Shop.

• What are Product Strategies?

Whenever a new product launches in the market, it is difficult for the company or brand to

forecast where the product will reach or how it will shape up. At such times, brands design

the Product strategy.

The product strategy determines all the steps which a brand will have to take to make the

product a success. Alternatively, because this is how a strategy works, the brand also has to

decide what to do if the product is a failure of it is not gaining traction in the market.

You can call a product strategy to be the vision of the product. If a company launches a

product, then it has a vision of where the product will reach. These strategies are the bare

bone planning of the steps to ensure the product reaches the desired space. Such a strategy

helps in setting the right direction for the product.

A product strategy helps in deciding the basic elements of a product such as its marketing

mix and its design. At the same time, it also helps in targeting the product to the right

segment, product line stretching etc.

The types of production strategies listed above are discussed as follows:

1. Differentiation strategy: Under a differentiation strategy, the company tries to be different

and unique from its competitors. It may offer better quality, quantity, pricing, appearance,

and after sales-service, when compared to its competitors. It may offer more features and
facilities in its product. It may be more flexible while dealing with its customers. It may also

offer quick and better delivery of its products. If a company maintains this uniqueness and

difference in its product quality and customer service, then it can charge higher prices.

2. Cost leadership strategy: Under a cost leadership strategy, the company tries to reduce its

cost of production. This is done by producing goods on a very huge scale. By doing so, the

company will get the benefits of economies of large scale. Higher the scale of production,

lower will be the cost of production. This is because per unit cost of raw materials, labour,

advertising, sales promotion, R & D, etc. will decrease.

3. Market segmentation strategy: In market segmentation strategy, the company divides the

market according to the type of customers it has to focus and target. It sells different products

and services to different types of customers. To achieve this goal, it produces and sells goods

and services as per the needs of the customers. Therefore, market segmentation strategy is

also called Focus Strategy.

4. Price or cost strategy: Under price or cost strategy, the company sells its product at a very

low price. This strategy is used when the products are homogeneous (same) in nature ie ,

when the customers cannot distinguish the company's product from the competitors' products.

In this case, the company will sell their products at a low price so that the customers will

purchase their products and not the competitors' products.

5. Quality strategy: Under quality strategy, the company produces and sells high-quality

goods and services. The prices of such goods and services are naturally very high. However,

this strategy attracts those customers who prefer top quality products and are ready to pay

necessary appropriate prices. The company must pay special attention to the design of its
products. It must upgrade product design and add new product features to satisfy the current

needs and demands of its customers. Products which are designed badly will naturally fail in

the market. To gain success in the market, the company must smartly invest to make quality

innovative products that are free from any defects.

6. Delivery strategy: Under delivery strategy, the company delivers its product and services

to their customers as early as possible that too within a fixed time period. The company gives

top priority to fast delivery of products and providing quickest accessibility of services.

Speed delivery of products and fastest accessibility of services removes the problem of

scarcity and unnecessary delays in the market. Delivery strategy is used as a selling tactic to

fight cut-throat competition.

7. Product mix or flexibility strategy: Under this strategy, the company produces and sells a

product mix. A product mix is a group of products, which are sold by the same company.

Here, the company does not depend only on one product for its survival and growth. It uses a

product mix because it offers many advantages to the company. However, only large

companies with huge production capacity can use this strategy.

8. Service strategy: Under this strategy, the company uses a service to attract the customers. It

gives quicker and better after-sales service. It gives around the clock, i.e. 24-hour customer

service. It may render this service directly via the company or through the network of call

centres. Service is required for both consumer goods as well as industrial goods.

9. Eco-friendly products: Under eco-friendly strategy, the company produces and sells

environment-friendly products also called as Green Products. For e.g. producing and selling
lead-free petrol to reduce pollution, manufacturing mercury-free television panels, etc., are

some good steps to preserve nature. This is a new type of production strategy. It is used to

reduce pollution and protect the biosphere. Companies may also recycle certain materials like

plastic, metals and papers. The properly recycled products are later used for manufacturing

new products and in packaging. Companies use biodegradable packing material to reduce the

problem of waste disposal. Recycling reduces continuous demand cycle of natural resources

and hence somewhat minimize the exploitation of environment. The company informs the

public about their environment-friendly manufacturing approach through advertisements.

10. Flexible response strategy: Flexible response strategy is said to be used when a company

makes necessary changes in its production plans that too in accordance with the emerging

changes in the market. Here, importance is given to speed and reliability. That is, the

company must make quick changes as per the arising changes in the market demand. It must

also be reliable. That is, it must give a regular supply of goods to its customers. There must

not be any shortage of goods in the market. To achieve this, the company must follow a strict

production schedule.

11. Low cost strategy: Under low cost strategy, the company fights massive market

competition by selling its products at very lower prices. Simultaneously, it must also maintain

the quality of its products. A company can only sell its goods at minimum prices if it

maintains a low cost of production and distribution. This can be done by producing and

distributing goods on a large scale. That is, company must take advantage of economies of

large-scale production.
 • Product Strategies adopted by body shop:

(i) Provide to the needs and preference of the customers: For a product to perform

well in the market, it must satisfy customer needs. Concerns over health and

adverse effects of chemicals in beauty products have seen customers shift

preference to products that are viewed as natural. This trend has seen industry

players rushing to innovate natural products much to the detriment of the Body

Shop which has to push forward with its innovations in order to weather out

growing competition. The body shop put focus on consumer preferences and the

creation of products to satisfy those needs as well as the commitment to ensure

that business activity improves the welfare of the society in general.

(ii) Eco – Friendly product Strategy: The products offered by the brand carry one

dominant feature in their makeup: natural materials (The Body Shop, 2012). The

company continues to emphasise its commitment to provide products that are

natural and whose adverse impact on the environment and human health is

minimal. Anita Roddick, the company’s founder gathered from her travelling

experiences around the world that women prefer to use natural products such Aloe

vera to keep their skins smooth and healthy. Hence, she decided to incorporate

this element into the products of The Body Shop.

Their current moto is “Enrich, Not Exploit” (It’s in our hands). It means that they

are committed to enriching people as well as our planet, its biodiversity and

resources. They also try to make use of recycled materials and avoids secondary

packaging.
(iii) Emphasis on Quality (Quality Strategy) and Safety of Products: Product

quality is of paramount importance when it comes to winning favour with the

market. Incidences that require recalls can therefore hurt an organisation’s image.

The Body Shop International sought to overcome the potential damage by its

2010’s recall of 24 products by emphasising its commitment to safety of

customers and highlighting their willingness to incur losses to ensure that no one

is placed at risk while using their products (Global Data, 2012). This brilliant

approach had the potential for turning their weakness into strength.
(iv) Differential Product Strategies: - According to Stoll, Baecke, & Kennings

(2008) in order to outperform their leading competitors, companies need to invest

effort and money into product differentiation. They say that product packaging is

one of the most effective and market-oriented strategies which companies can

adopt. The products of the Body shop are stored in packaging that represents each

natural ingredient that they use in their products. For example, they coordinate the

colour of the packaging to one of the main ingredients of the product.

(v) Making use of Technology: With advancement in technology, The Body Shop is
able to reach a wider customer base. They have launched their app which provides
a more personal experience of shopping. They are also experimenting with new
ways to use mobile platforms to promote its brand and special advocacy causes. In
September 2017, the company launched a campaign with marketing partner Urban
Airship that included a mobile wallet pass for Android and iOS to let customers
view updates on The Body Shop's Forever Against Animal Testing efforts.
 II. To identify the promotional mix of Body Shop.

• What is a Promotion Mix?

A promotion mix can be defined as a specific combination of promotional methods used for

one product or a family of products. The fourth element of the 4 P’s of Marketing Mix is the

promotion and it focuses on creating the awareness and persuading the customers to initiate

the purchase. The several tools that facilitate the promotion objective of a firm are

collectively known as the Promotion Mix. Promotion refers to creation, maintenance and

increase of demand and hence sales of the product through communication of the existence

and utility of the product to target consumers and general public.

Promotion is a very significant component part of the marketing mix as without promotional

efforts, people would never be able to appreciate the utility of the product for satisfaction of

their needs. Hence promotions are what educates the consumers about the availability and

usefulness of various products.

• Tabular Form of the Promotion Mix:

PROMOTION

1. Advertising
2. Sales Promotion
3. Personal Selling
4. Public Relations
5. Message
6. Budget
1. Advertising: It is any paid form of non-personal presentation and promotion of goods

and services by the identified sponsor in the exchange of a fee. Through advertising,

the marketer tries to build a pull strategy wherein the customer is instigated to try the

product at least once. The complete information along with the attractive graphics of

the product or service can be shown to the customers that grab their attention and

influences the purchase decision.

2. Personal Selling: This is one of the traditional forms of promotional tool wherein the

salesman interacts with the customer directly by visiting them. It is a face to face

interaction between the company representative and the customer with the objective

to influence the customer to purchase the product or services.

3. Sales Promotion: The sales promotion is the short-term incentives given to the

customers to have an increased sale for a given period. Generally, the sales promotion

schemes are floated in the market at the time of festivals or the end of the season.

Discounts, Coupons, Payback offers, Freebies, etc. are some of the sales promotion

schemes. With the sales promotion, the company focuses on the increased short-term

profits, by attracting both the existing and the new customers.

4. Public Relations: The marketers try to build a favourable image in the market by

creating relations with the general public. The companies carry out several public

relations campaigns with the objective to have a support of all the people associated

with it either directly or indirectly. Publicity is one form of public relations that the

company may use with the intention to bring newsworthy information to the public.

5. Direct Marketing: With the intent of technology, companies reach customers directly

without any intermediaries or any paid medium. The e-mails, text messages, Fax, are
 some of the tools of direct marketing. The companies can send emails and messages

to the customers if they need to be informed about the new offerings or the sales

promotion schemes.

E.g. The Shopperstop send SMS to its members informing about the season end sales

and extra benefits to the golden card holders.

Thus, the companies can use any tool of the promotion mix depending on the nature

of a product as well as the overall objective of the firm.

6. Message: The information the brand wants to give to its target market about their

products is called the message. The intent of this message is to garner the attention of

their target market.

7. Budget: Every department has a set amount for promotional activities. The Body

Shop spends over 15 crores on advertisements during peek season.

• The Promotional Mix of Body Shop:

1. Advertisements: The Body shop advertises its products as natural, eco- friendly and
Cruelty-free. It has adopted a societal marketing concept and encourages usage of
plant-based materials. Its advertisements are mainly through fashion magazines and
social media platform. The brand heavily advertises its products on social media
platforms by trending hashtags about the campaigns they are involved in and creating
awareness about socially relevant issues.

The brand has its own website that markets its products. It also has tie-ups with other
shopping portals that sell its products online. The official website also offers regular
updates about its products and also about latest offerings and incentives. Skincare
articles are published on its site informing the consumers about the actual way of
putting and removing make-up, which product will suit which type of skin, the
ingredients used in product formation and also about its personalized gift programs.

The Body Shop has used environmental and social campaigns to promote its brand in
the consumer market. In the year 1986, the brand was associated with Save the
Whales campaign.

The Body shop outlets posted posters on windows of its shops sponsoring local
community events. It has campaigned sincerely to end cosmetic testing on animals.
Its products are certified as the non-animal tested brand.

The Body Shop has been the recipient of recognition and award for its contribution
like Lifetime Achievement Award in the year 2009 by RSPCA, to recognise its stand
on not testing its products on animals.

The Body Shop Foundation was established in year 1990 to support global projects
for animal and environmental protection. It has donated more than 24 million pounds
in grants and funds projects like Children on the Edge.

In the interview conducted with the manager at one of their shops, she revealed that
saleswoman in The Body Shop will talk about the environment problems and the
environmental-relative activities of The Body Shop with the customers in the process
of introducing product. And in the training program of their company, they will
educate their employees not only the make-up skill, the characteristic of the product,
but also acquainting them some knowledge about environmental issue. This replies
that The Body Shop attach much importance to improve the sales-force knowledge
toward environmental-relative questions and expects them to be able to give better
expression of the company’s green image to the customers.

Celebrity Endorsements: The Body Shop aims to change the way beauty products are
created. It just launched “Forever against Animal Testing” campaign and will be
running for two years with the consistent content for two years until 2019. It teamed
up with “Game OF Thrones” star Maisie Williams and number of influencers on
social media for this campaign.
2. Sales Promotion: The Body Shop provides discounts on their products during festivals

holidays and certain Seasons. Discounts are also provided upon purchasing products

over a certain price. They also provide 10 % at all times upon the use of HDFC credit

cards and payment via UPI. They also offer coupon codes that can be applied when

you are purchasing their products online to get discounts.

They also try to involve their customer in the campaigns they participate in by

conducting giveaways where a few lucky customers who retweet their posts or

participate in the said campaign will get win Body Shop products for free.

Right now Body shop is having their End of The Season Sale and is providing

massive discounts on all their products to encourage their customer to buy them.
3. Public relations: One size doesn’t fit all, and The Body Shop knew that sending offers

or messages that weren’t relevant to a user or that were out of context would cause

customers to tune out, or worse, to opt out. That’s why The Body Shop, working with

Smilla AG, began by first ensuring they understood the customer and their unique

preferences.

The campaigns that they participate in have helped their customers to relate and

develop come emotional connect with the brand. For example, they talk about

important issues like trading fairly, Human Rights, Activation of Self-Esteem,

Protection our Planet etc. In 2003 they launched a global campaign to raise awareness

and funds to help those affected by domestic violence. “The Stop Violence In The

Home” campaign built on almost a decade of campaigning on the issue.

By understanding their customer, The body shop decided to reinvent itself in front of

consumers as beauty credentials and product innovation, and focus on positioning the

brand for the new generation so they understand what the brand and products stand

for. It was a new start of a beauty movement called “Beauty with Heart”
4. Message: The main message that The Body Shop wants to share with their customers

that they are producers of Eco- Friendly, natural and green products. As part of their

“Enrich Not Exploit” Commitment, they have made it their mission to enrich their

products, people and the planet. The also want their customers to know that they are a

socially responsible brand. They working fairly with their farmers and suppliers and

helping communities thrive through their Community Trade

programme, being 100% vegetarian and always and forever being firmly against animal

testing.

They launch a campaign with MTV International named “Get Lippy: Prevent HIV” to

raise awareness of HIV and AIDS. They say that their message reaches millions of

people and their campaign products raised over £2 million for their charity partner,

the Staying Alive Foundation. The funds were used to help educate young people on

how to stay safe, and support those living with HIV and AIDS.
III. To analyse the impact of the strategies on customers.

The researcher has conducted a study on 56 people and have come up with certain

observations.

 92.9 % of the respondents to the questionnaire were aware of the brand body shop.

From this we can understand that The Body shop has succeeded in creating Brand

awareness through their product and promotional strategies.

 When asked about the mode through which they became aware of the brand the

respondents ranked “Display Shelf in stores” as first with 50 % and “ Word of

Mouth” as second with 46.4% .We see that owing to their Public relation strategies

and the fact that they cater to the needs and preferences of their customers they have

succeeded in gaining the trust of their buyers and also in making them encourage

others to buy their products. Also due to their colourful and eye-catching packaging

and organised arrangement of the products on the Display shelf in stores The Body

Shop surely leaves and impression on people which results in increase in retention

value.

 Social media platforms were ranked third with 42.9% followed by banners in malls

and billboards at fourth position with 16.1 %. This shows that The Body Shops

differential product strategies have and advertisements have left an imprint upon the

consumers which is enabling them to encash on the visual representation of their

products to the fullest. (The respondents were allowed to chose more than one

answer)

 In spite of being a well-known brand Body shop has failed in creating loyal customers

and also has some how lacked in catering to the needs of the customers. 55.4% of the

respondents are buyers of products from The Body shop while 44.6% are not. When
 asked what deters them buying the said products 51.9 % answered that they are loyal

to some other C&T brand and the rest of the 48.1% answered that the lack awareness

about the brand.

 When asked why they like the products from The Body Shop , the respondents ranked

“ good quality” as the first reason with 67.7% and then “ natural and eco-friendly” as

the second with 54.8% and “Cruelty free” and “ social responsibility” tailing behind

as the fourth and fifth reason with 29% and 12.9% respectively.

 Lastly when asked if they were satisfied with the Pr4oducts of The Body shop 81.3 %

said they are and 18.8% said they are not.

 • To identify the lacuna in the strategies and suggest remedial measures.

From the analysis done the researcher was able to identified some things that the strategies

implemented by The Body Shop lacked.

 Firstly, even though majority of the respondents were aware about the brand they did

not buy products from The Body Shop. This Shows that the brand either failed to

create loyal customers or failed to convince the consumers to buy their product. The

Body Shop has a range of customers who are both men and women. The brand

initially didn’t have products for men but now the focus has also been on men who are

now taking care of their skin and are looking to have a comfortable bath. The brand’s

main target, however, is the women between the ages 20-55 years and most of their

advertisements and messages were relatable only to women. Because of this they

failed to garner the attention of 17.9 % of the respondents who were male. This can be

further backed up by the fact that most of them answered that they are loyal to some

other brand.

 Some ways by which Body Shop can change this is by stating the message and vision

very clearly to their target segment. Instead of participating in every other campaign

that comes by, they have to firstly understand what are the causes that their brand

identifies with and indulge in only those causes so that there will be no ambiguity

regarding the brand image in the minds of the consumers.

 Secondly, they have to expand their target market segment and also identify ways in

which they can make their products desirable to the male consumers. For this The
 Body Shop can hire a male celebrity to endorse their products and also by increasing

the male representation in their advertisements.

 Should invest more on advertising on television: - According a survey conducted it

was seen that audiences remember TV advertisements more than advertisements seen

on Social media platforms or newspaper/ magazines. The Body Shop do not advertise

their products a lot on TV. Hence, they should indulge in making creative

advertisement like Biotique, Ayur etc that captivates the mind of the consumers.

 When asked about what are the factors that they consider before choosing a cosmetics

and toiletries brand the respondents ranked “Quality” as first with 85.7% , “ Natural”

second with 60.7 % and Cruelty Free as third with 33.9 %. Even though The Body

shop is a brand known for these specific factors they failed maintain loyal customers

and garner the attention of the consumers. This is because the band lacked innovation

in its products. When its competitors were offering products such as sheet masks and

contour sticks, the Body Shop was no where near making such products. Hence the

brand should invest more on its research and development so that they can keep up

with the trends in the beauty industry and update and tailor their products to such

trends.
 Conclusion:

The Body Shop International Limited, trading as The Body Shop is a cosmetic, skin care and

perfume company which is a subsidiary of the Brazilian company Nature & Co. It is an

internationally acclaimed company that has more than one thousand products under it's

umbrella and is inclined towards creating eco-friendly and natural products. They indulge in

various campaigns in order to create awareness about socially relevance issues. From this

study we have understood that even though this brand offers the things that people want from

their C&T products they fail create a proper understanding of what the brand stands for in the

minds of their customers. We can also conclude that the customers prefer an innovative brand

over a socially responsible one.

 Recommendations:

To sum up these are the things that The body Shop is recommended to do

1. Invest more on Television Advertisements

2. Expand the Target market segment

3. Have more male representation in adds

4. Focus on creating a good and clear brand image

 BIBLIOGRAPHY:
1. https://www.marketing91.com/marketing-mix-of-the-body-shop/

2. https://www.thebodyshop.in/?
utm_source=google&utm_medium=cpc&gclid=Cj0KCQiA04XxBRD5ARIsAGFygj9JVfhKmQ
v48koC2qBnrwBzHKrXHoXUP-anqXK6gjoq78lu8m-5XTsaAuDGEALw_wcB

3. https://www.gpahelp.com/the-body-shop-marketing-plan-analysis/

4. https://www.youtube.com/watch?v=5p50lV_laA4

5. http://strategicmgt15.blogspot.com/2017/06/marketing-strategy-case-study-of-
body.html

6. https://marketingmix.co.uk/promotional-mix-2/

7. https://lbroderick.wordpress.com/marketing-concepts/integrated-marketing-
communications/

8. https://devblog.axway.com/mobile-apps/the-body-shops-fresh-take-on-lasting-
customer-relationships/

Books

1. Principles of management by R.N. Gupta

 Anexxure : -

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