Topic: Market Analysis And Sales

Development Of Body Shop

Uhzer Mujawar 108 Marketing

Chapter _1- Introduction

1.1 Introduction to Market Analysis

The challenge for any business is to gain a sufficiently detailed understanding of the
fundamentals of a market. Without this insight, it is unlikely that marketing strategies will
prove effective or that marketing objectives will be met.

Gaining this understanding is the task of market analysis.

By market fundamentals we mean understanding issues such as:

 How big is the market? (for example, measured by sales value, volume sold etc.)
 How fast is the market growing and what is the market growth potential?
 The key social, economic, political/legal and technological factors that drive change
in the market
 Who are the existing competitors and what market shares do they have?
 The extent of branding and customer loyalty in the market
 How the market is segmented to meet different customer needs
 Customer preferences in terms of when and where they buy, what prices they pay and
which methods of promotion are effective
 The potential for developing a competitive position in a market – either through a
USP or through effective price competition

The process of analysing the market should not be considered as a one-off. An effective
marketing team is constantly searching and updating their market knowledge.

However, detailed marketing analysis is particularly important for tasks such as:
  Forecasting sales for new products or investments into new markets
 Gathering evidence to support a finance-raising exercise
 To support a new marketing strategy or significant changes to the marketing
objectives
 To help make decisions in relation to significant organisational or operational change

There are several methods of analysing a market that are in common use. The following
methods are covered in the following sections:

 Test marketing
 Trend analysis (extrapolation, moving averages and correlation)

1.2 Introduction to The Body Shop

The Body Shop founded in 1976 by Anita Roddick who was a British businesswoman,
believed in environmental campaigns and human rights. The Body Shop is a British
cosmetics skin care and perfume company which produces and offers natural and fair-trade
beauty products. It currently has a product range of over 1,000 skincare, haircare, makeup
and body products. These all have an amazing smell with endless options and scents. The
Body Shop sells their products in over 3,000 stores located in the UK and internationally in
66 countries which are owned and franchised. Also, The Body Shop sells their products
online and through the affiliates and The Body Shop at home programme. Anita Roddick
died in 2007; Before that, The Body Shop was owned by French cosmetics company L’Oréal
between 2006-2017, Brazilian cosmetics company Natura now owns the company.

 She started to sell her products which she took from the hospitals s urine samples, s
it was not enough to sell she started the policy of refilling which helps to increase
her business, the labels that she had on the bottles were hand written and she did
not advertise instead she preferred to rely on local press.

 By 1977, Roddick purchased another store by selling 50% of the business to local
gorge owner, and her partner which was Gordon, he went back to metric in search
for franchising for the business growth.
 In the year 1984 the business had great heights s it had 138 stores out of which 87
were not in UK and by the end of 1994, 89% of stores locations whereby franchises

 The business went in public by April 1984 and it was in London’s Securities market
which has n opening price of 95p, in which Anita Roddick 27.6% of shares for herself
and she continued to be the managing director to retain the control of company’s
direction . In 1987 Roddick offered $3.5 million to the owners of the original Body
shop, Peggy short and Jane Sunders, for the complete rights for the name and they
greed and the name switched to body time which was closed in 2018. Throughout
the 1980s and 90s, the company joined lot of camping’s related to social and
 environmental issues. Campaigns which includes ‘Trade not aid’ which held in 1987,
what in the company sourced some of the directly from the native communities in
which they were grown or originated from. And in September 2007, the founder
Anita Roddick died by major brain hemorrhage, following her death, n executive
director of Greenpeace , John Suven, sad that she was n ‘inspiration’ to those
combining on environmental and human rights

“Business shapes the world. It is capable of changing

society in almost any way you can imagine.”
Dame Anita Roddick
FOUNDER OF THE BODY SHOP

1.2 Social activities of Body Shop

 To save the whales in the year 1986 body shop was the first company which was to
propose n license with Greenpeace.

 Anita Roddick began lunching other promotions which were bound to social causes,
with much media and people interests Roddick sad “for me campaigning and good
business is also putting foreword solutions, not just opposing destructive practices or
human rights buses

 The Body shop started Community Tarde program in the year 1987 based on the
practice of branding with communities in need and giving them fir price for natural
ingredients or handcrafts, consisting lot of ingredients like brazil nut, she butter,
lover, sesame seed oil.

 Currently body shop works with 31 suppliers in over 23 different countries which
benefits 25000 people directly every year. In 1997 body shop created a doll called
Ruby to challenge stereotypes. The doll fronts the campaign for female self-esteem
and spars a worldwide debate about body image
  Body shop led to a uk-wide ban on animal testing and cosmetic product testing on
animals which was (FAAT) Forever Against Animal Testing which was with Cruelty
Free International

 In 1998 Body shop partner with Greenpeace to campaign for renewable energy.
Over six million people signed the Petition, which was delivered to the world summit

for sustainable development in Johannesburg By 2003 Body shop started the

campaign of highlighting “domestic violence” in more than 50 countries and in some
countries like Canada and Indonesia also helped to framed a law on domestic
violence.

SO HOW DO BODY SHOP TEST OUR PRODUCTS?

Our products undergo extensive testing to ensure they’re safe and effective but still cruelty-
free. We use three main testing methods involving computer data, laboratory-created tissues
and people:
 1. In-silico (computer-based) analysis uses readily available, existing data to help us to
assess the suitability of similar materials through extrapolation

2. Laboratory-produced EpiSkin is grown from human skin cells. It allows us to

conduct safety checks on cells that react in virtually the same way as human skin,
without harming any people or animals.

3. Finally, to ensure good tolerance on people, we will often test our products using
patch testing. This involves placing a very small amount of product on a person's skin to
ensure that it is safe and effective, usually at the final stage of testing a new formula.

4. We will also carry out controlled user trials where people test our products for both
skin compatibility and cosmetic effectiveness, under the supervision of medical experts
when required

 In 2004 with Cruelty Free international body shop presented over 4 million
signatures to the EU who them based animal testing of finished cosmetic products
On sep 29, 2011 “ stop sex trafficking” became body shops greatest campaign. Body
shop received over 7 million petetion signature from all over the world which spread
24 government and 16 countries to amid laws to protect children. Currently body
shop is running a recycling campaigning with a NGO called as hazardable in
Bangalore in which body shop empowers 2500 of waste pickers for their daily wages
and salary. Body shop community trade is been there for a very long period of time,
they empower people of low level of the society and help them to grow. Body shop
ingredients which are taken from the community trade are as follows

o Organic alcohol from Brazil

o Aloe Vera from Mexico
o Argon Oil from Morocco
o Babassu Oil from Brazil
o Almond from Spain
o Beeswax from Cameroon
o Honey from Ethiopia
o Brazil Nut from Peru
o Chamomile from Ireland
o Peppermint from UK England
o Sugarcane from Paraguay
o Hemp seed oil from France
o Shea butter from Ghana
o Tea tree oil from Kenya
o Cotton textiles and wooden accessories from India
o Hemp Mitts from Bangladesh
 o Cactus mitts from Mexico
o Soya oil from Brazil
o Sesame seed oil from Nigaragua.

Body shop clams that “ we are More than just a BEAUTY

1.3 Categories in store

Which consists as

SKINCARE

BODYCARE

MAKEUP

FRAGRANCES

MENS

HAIRCARE

GIFTS

ACCESSORIES

 The key Ranges for SKINCARE

 Tea Tree
 Vitamin E
 Drops of Youth
 Oils of life
 Aloe
 Vitamin C
 Seaweed
 Roots of strength
 BODY CARE RANGES ARE
 SHEA
 SATSUMA
 FUJI GREEN TEA
 WILD ARGAN OIL
 MORINGA
 BRITISH ROSE
 HANDCARE
 FOOT CARE
 SPA OF THE WORLD

 HAIRCARE KEY RANGES

 FUJI GREEN TEA
 BANANA
 STRAWBERRY
 SHEA
 RAINFOREST
FRAGRANCE KEY RANGES
 WHITE MUSK
 BLACK MUSK
 ENGLISH DAWN GARDENIA
 INDIAN NIGHT JASMINE
 JAPENESE CHERRY BLOSSOM
 JAPENESE CHERRY BLOSSOM WITH STRAWBERRY KISS
 ATLAS MOUNTAIN ROSE
 MENS RANGE COSISTS OFF
o PERFUMES
o BODY CARE
o SHAVING PRODUTS
o MAKEUP KEY RANGES
o ALL IN ONE
o FRESH NUDE
o COLOUR CRUSH
o BRUSHES

 ACCESSORIES
 HAIR BRUSHES
 FACIAL BUFFER
 NAIL BUFFER
 BATH AND HAND GLOVES
 TOTAL BODY MASSAGER
 FACIAL BRUSH
 NAIL WODDEN BRUSH
 ORGNIC COTTON
 BEAUTY BUDY
 FOOTSIE ROLLER
 BATH LOOFAH
 PIMICE STONE
 BATH BRUSHES
  WOODEN SHAVING BRUSH
 NAIL CLIPPER
 SHARPNER

1.4 Behind the brand

1.4.1 Vision
The company envisions creating a beautiful and fairer world, with beauty and a fairer world;
the company wants to emphasize that human activity works in sync with nature, and a fairer
world that is inclusive and where people are treated equally without any prejudice. However,
they had listed down several aspects they had targeted to fulfill Anita’s vision when she first
started the business.

Caring about the environment

The Body Shop works with suppliers and dealers who share the same vision of protecting and
improving the environment. Rather than focusing on exploiting nature and increasing sales by
stereotypic services and products, The Body Shop believes in carrying out businesses that
will favour the environment.

Women empowerment

One of the major visions of the company is to empower women through education, new job
opportunities, awareness, and campaigns. The company wants to plant the seeds of self-
confidence and self-esteem in women from across the world, which will give them the
courage to fight and take a stand for themselves.

Cruelty-free products

The Body Shop has always followed the vision of making and developing products that are
not cruel to one’s skin and the environment. They have already introduced several product
categories for beauty markets, fragrance markets, and others which are a replica of nature’s
wonder and benefits.

Sustainability

From the manufacturing process to its stores, the Body Shop has ensured that its products are
manufactured using sustainable methods, and its stores also follow suit. The sustainable Body
Shop stores use no virgin plastic; they use FSC certified wood or recycled wood, LED
lighting is used only if required, and FSC certified paper or cads are used. In fact, even the
ink that is used is water-based.
Giving Back to Community

The Body Shop has focused on adopting environment-friendly methods. It has tied up with
Carbon, which is an expert on the low carbon economy. The company aims to establish a
greenhouse gas emission baseline.

Focus on people

The Body Shop also wants to create an inclusive work environment without gender disparity.
Form including people from diverse cultures and promoting fair community trade, the
company also envisions creating a workplace where everyone is treated equally. The
company envisions creating a 50% gender balance at the senior level. The company also
envisions paying all employees their living age by 2023.

Be the best B corporation 

The Body Shop is a certified B corporation. To adhere to its quality standards, we have
adhered to the highest standards related to governance, customer engagement, best work
practices.

The Body Shop  Core Values

The Body Shop has embraced certain core values to achieve the vision, helping the company
reach milestones. These are:

Trading ethically

The Body Shop believes in maintaining ethics while trading with different suppliers, dealers,
vendors, and even other partner companies. They want to establish trade relationships based
on morals, ethics, trust, and credibility.

Banning animal testing

No matter what kind of product the company is developing, it considers animal testing as a
cruel act against humanity’s values and principles. This is why the experts at The Body Shop
test their products in different ways without harming anyone, mainly the animals.

Saving the planet Earth

The Body Shop aims at saving the planet Earth, and they have adopted different techniques to
ensure that no harm is done to nature. The Body Shop has established a business chain to
create a beautiful world where one can connect oneself with nature and revel in this
magnificent bond.

Defend human rights

Besides promoting the idea of fair trade and empowering women, the company also fights for
human rights as it worked for women suffering from domestic violence, HIV, and AIDs. In
addition, the company also promotes ethical trade practices and respects the worker’s rights.
1.4.2 Mission

The Body Shop mission statement says that “The Body Shop exists to fight for a fairer, more
beautiful world.” Let’s continue in detail.

The Body Shop expanded its horizons of growth, added new product lines, but what remains
untouched was its core principles and mission to provide the best quality products that can
make people feel more beautiful, just the way they are. The company’s mission has never
changed in these four decades, even though the business heads transformed the strategies
after Anita passed away.

The Body Shop is committed to running its business to strike a balance between economic,
social, and environmental needs. After analyzing The Body Shop mission statement and the
company’s operations in the past few decades, the following messages become clearer.

Establishing Community Fair Trade

Community Fair Trade is a campaign started by The Body Shop in 1987 to raise funds for the
backward and isolated communities. The company wants to provide fair working conditions
and other living amenities to those who still don’t have access to basic facilities. The
company is also a pioneer of community trade. The company made direct trade contact with
the communities in exchange for their natural ingredients.

Inspiring people about self-care

The Body Shop aims towards inspiring people worldwide about taking care of themselves
and focusing on their health. This way, they will be able to work for their livelihood and the
environment with ease.

Boosting self-esteem and confidence

The Body Shop looks forward to boosting the self-esteem of many people worldwide,
especially the women from backward communities or those who do not fit the stereotypes.
According to the company, everyone is beautiful because beauty lies in the eyes of the
beholder.
The company follows ethical beauty practices, and it doesn’t hire over-thin models to
promote its products. It focuses on promoting individuals to be confident just the way they
are; embracing natural beauty is important, which reflects in all its products.

Working for the environment’s benefits

Anita, the founder, always believed that businesses have the power to bring a change, and she
started The Body Shop with the same mission. The business was dedicated to pursuing social
and environmental change. The Body Shop has actively used its products and stores to spread
awareness about environmental issues and human rights, which differentiates The Body Shop
from the others. Following their mission, the company has launched several campaigns for
the benefit of the environment.

1.4.3 Core value

The Core values of The Body Shop are as follows:  Against Animal Testing “We
comply with the very strict requirements of the Humane Cosmetics Standard. This standard is
set by the British Union for the Abolition of Vivisection (BUAV) and is regarded as the
highest standard for animal welfare in the cosmetics industry. Today, under the name of
Cruelty Free International, they audit us regularly to ensure we comply. We also audit
ourselves. Every two years we check our policies and compliances to ensure we're adhering
to the latest animal-welfare guidelines.” –The Body Shop  Support Community Fair Trade
“We make our products with love and care. We source some of the finest raw ingredients
from the four corners of the globe. We harness the skills of artisan farmers and add our
expertise to create effective products that are wonderful to use. We have 25 Community Fair
Trade suppliers and we will be featuring more and more of them on this map in the coming
months.” –The Body Shop  Activate Self Esteem “Our philosophy is that looking good
stems directly from feeling good. Where legislation allows, we encourage our employees to
learn new skills through our Learning is of Value to Everyone (LOVE) initiative. By funding
a range of training courses, events and health treatments, we aim to enhance our staff's sense
of wellbeing.” –The Body Shop  Defend Human Rights “We have always campaigned on
issues close to our heart, where we believe we can make a real difference. Since 1994 we've
helped to raise funds and global awareness of domestic violence. Since 2004, over £4m has
been donated to local partners who fund the prevention, support and protection of abused
women and children.” –The Body Shop  Protect the planet “We're committed to reducing
our impact on the environment by reducing the energy we consume and generating less
waste. We take full responsibility for the way we run our business. We're using our global
network to help change attitudes around the world.” –The Body Shop

1.4.4 Social Activism

The social activism dimension of the company first evidenced in 1986 when The Body Shop
lb proposed an alliance with Greenpeace in the UK to save whales. Roddick began launching
other promotions tied to social causes, with much public and media interest. The Body Shop
regularly featured posters on shop windows and sponsorship of local charity and community
events. Over time, Roddick blossomed into a full-time critic of business in general and the
cosmetic industry in particular, criticizing what she considered the environmental
insensitivity of the industry and traditional views of beauty, and aimed to change standard
corporate practices Roddick said: "For me, campaigning and good business is also about
putting forward solutions, not just opposing destructive practices or human rights abuses".
The Body Shop instituted pioneering social audits in the mid-1990s, and continues to support
its valuessuch as Community Trade, reflecting its avowed practice of trading with
communities in need and giving them a fair price for natural ingredients or handcrafts they
purchase from these often marginalized countries. The first Community Trade activity in
1987 was a footsie roller which was supplied by a small community in Southern India (today
known as Teddy Exports) and still a key CT supplier. Since then, The Body Shop has found
many trade partners in over 20 different countries that often are overlooked by the local as
well as the global society. Policy on Animal Testing The Body Shop web site explains that
the organization does not sell or use either finished products or ingredients that were tested
on animals after 31 December 1990. In October 2009, The Body Shop was awarded a
'Lifetime Achievement Award' by the RSPCA in Britain, in recognition of its uncompromised
policy which ensures ingredients are not tested by its suppliers. 6. Trade not Aid Program
The “Trade not Aid” program was started by the Body Shop in 1987 to help the people of the
Third World countries through self sustenance programs. The most popular among those
programs was the production of the Brazil nut oil by the Kayapo Indians of the Amazon basin
in Brazil. This particular program was started sometime in 1991. The body Shop began
working with the Kayapo Indians to harvest the Brazil nut oil which was used in one of the
best selling products of the Body Shop, the Brazil nut hair conditioning. Similar projects were
taken up in various other parts of the world such as New Mexico where the Pueb
1.5 Identifying Business Objectives

The Body Shop has branches all over the UK. They sell body products. They consider testing
products or ingredients on animals to be morally and scientifically indefensible. Therefore
they sell products that are not tested on animals. They support small producer communities
around the world who supply them with accessories and natural ingredients, and so believe in
community fair trade. They believe that it is a responsibility of every individual to actively
support those who have human rights denied to them as they also defend human rights in
every way they can.
They believe that a business has the responsibility to protect the environment in which it
operate, locally and globally, as they carry out protect our planet campaigns. Their businesses
help charities including Children On The Edge, Women Kind, and WWF. The Body Shop
has 6 main objectives. The main one is to dedicate their business to the pursuit of social and
environmental change. They do this by supporting the Against Animal Testing, Defend
Human Rights, Protect Our Planet, and Activate Self Esteem campaigns. Another aim is to
create a balance between the financial and human needs of their stakeholders.

They hope to ensure that their business is ecologically sustainable by meeting the needs of
their present without compromising the future. They aim to contribute to local, national and
international communities, as proven by their support to Community Trade by adapting a
code of conduct, which ensures core, honesty, and respect. They campaign for the protection
of the environment, human rights, and are against animal testing with cosmetics and toiletries
industries. They work to narrow the gap between principle and practice.

This company targets their stakeholders such as employees, franchisees, customers, suppliers
and shareholders in different ways. There is a costumer club were the customer receives a
membership card allowing him/ her to gain discounts. The way they target employees is by
informing them the charities they will be working and the help they will be giving. They will
treat their suppliers fairly which will make supplying goods to them easier, which attracts
shareholders as there is more chance of product and price satisfaction towards costumers.

A balance will be hard to be created between the stakeholders, as each will be treated
differently according to their position. It will be equally challenging to satisfy environmental
and social needs as well as keeping the business going and making profit. The BBC The BBC
was first formed as a company in 1922, five years before it received its first Royal Charter
and became the British Broadcasting Corporation; the BBC has been a world leader in
programme-production. It has pioneered communications in radio, television and online
technologies.

They provide international news, analysis and information in English and 42 other languages.
They have a global network of correspondents who provide impartial news and reports on
location. Their main objective is to satisfy their audience in the UK with programmes that
inform, educate and entertain. Their aim is to be guided to their public purposes, which
include encouraging the UKs most innovative talents; to act independently, to aspire and
highlight ethical standards and to offer best value of money.

The Board of Governors and the Executive Committee both share the same overall ambition -
to ensure that the BBC serves the public interest as effectively as possible. Neither body has
other interests, such as shareholder value, to distract them. Unilever They sell fair traded
products in the UK and all over the world. Their products include: dove soap, Lipton tea,
magnum ice cream, Hellmann's mayonnaise, Knorr, Ragi?? , Lawry's spices, Unox foods,
Birds Eye, Findus, Iglo, Breyers, Solero, Archetype, I can't Believe its Not Butter, Rama,
Becel, Pro Activ, Clif, Domestos.

Omo, Ala, Snuggle, Comfort, Axe, Rexona, Impulse, Organics, Sun Silk, ThermaSilk, Dove,
Lux, Vaseline, Ponds, SlimFast, Signal, CloseUp, House of Valentino, House of Cerruti,
Calvin Klein. Their purpose in Unilever is to meet the everyday needs of people everywhere -
to anticipate the aspirations of consumers and customers and to respond creatively and
competitively with branded products and services which raise the quality of life. Their deep
roots in local cultures and markets around the world are our unparalleled inheritance and the
foundation for their future growth.

They will bring their wealth of knowledge and international expertise to the service of local
consumers - a truly multi-local, multinational. Their long-term success requires a total
commitment to exceptional standards of performance and productivity, to working together
effectively and to a willingness to embrace new ideas and learn continuously. They believe
that to succeed requires the highest standards of corporate behaviour towards their
employees, consumers and the societies and world in which they live.

This is Unilever's road to sustainable, profitable growth for our business and long-term value
creation for their shareholders and employees. Differences Between These Businesses They
main difference is the business. E. g. The Body Shops business involves body products whilst
the BBC involves programmes. They aim at different target audience at different ages. They
have different objectives and support different campaigns.

1.6 Marketing mix of the Body Shop

The Body Shop International Limited uses its trading name The Body Shop in
consumer market. It is a subsidiary of its Brazilian parent company Natura & Co. and was
earlier owned by 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 faces competition
from the following
 Sephora USA, Inc
 Bath & Bodyworks, LLC
 Alliance Boots GmbH
1.6.1 Product in the Marketing mix of  The Body shop

The Body Shop 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 products in accordance to skin types like normal

skin, oily skin, sensitive skin, dry skin and combination skin. The products are also based on
age like for younger generation, matured people, ageing and first signs. Several products are
used as protection and for skin concern like free skin, blackheads, spots, hydrated skin,
balanced skin, protected skin, radiant skin, sun protection and nourished eyes. Its diversified
product portfolio includes-

 Hair- Shampoo, conditioner, combs and brushes

 Ginger Shampoo
 Rainforest Radiance Hair Butter
 New Fuji Green Tea Cleansing Hair Scrub

Body- Gels, washes, treatments for hands, feet, and body, spa, soaps, scrubs, sorbets, lotions,
deodorants, bronzing, massage and body oil, body butters, bath treats and accessories

 The Body Shop Olive Body Scrub

 The Body Shop White Musk Anti-Perspirant Deodorant
 The Body Shop Fuji Green Tea Exfoliating Soap

Face- Face treatments, sun protection, night care, moisturizers, men’s shaving, lip care,
masks, exfoliators, eye care, blemishes and correctors, toners, make-up, removers,
washes and cleansers and accessories

 The Body Shop Drops of Light

  The Body Shop Vitamin E Range
 The Body Shop Drops of Youth

Make-up- lip care, mascara, eyeshadow, eyeliner, eyebrows, brushes, primers, concealers,
foundations, cheeks, bronzing and BB creams

 The Body Shop Fresh Nude Foundation

 The Body Shop Instamatte
 The Body Shop Down To Earth Eye Shadow Black Quad

Fragrance- Eau De Toilette, Eau De Parfum, Body Mists

 Atlas Mountain Rose Fragrance Mist

 White Musk Chiffon sheer body Mist
 Arber Eau de Toilette

1.6.2 Place in the Marketing mix of The Body shop

The Body Shop has spread its product presence to more than three thousand and forty nine
outlets that are either owned by the company or are let through franchisee system. Its
international presence includes sixty six countries like Belgium, Canada, France, Italy, Saudi
Arabia, Indonesia, Japan, Korea, Romania, India, Hungary, Portugal, Finland and
Bangladesh. The Body Shop has its headquarters based at West Sussex in the United
Kingdom.

The Body Shop has a strong and powerful distribution network that facilitates both bringing
in the raw materials and sending the end-products diligently to its customers. Its organised
supplier network helps it in getting raw materials from local communities. It believes in the
franchise system and has well-designed outlets whose peaceful ambience helps in attracting
the customers.

Besides the retail shops’ products are also available via multilevel marketing channel ‘The
Body Shop At Home’. This network was started in the year 1994 and through it, the
consultants or distributors could recruit other people to market and sell its products.
According to a report in the year 2008, the consultants received 25% personal discount on the
items and this channel was first tried in Australia and after its success to other countries like
New Zealand, Canada, Germany, Mexico, France, South Korea and The Netherlands.

1.6.3 Price in the Marketing mix of The Body shop

At the end of the financial year 2018, the brand posted its revenues at 1.4 billion US Dollars.

The Body Shop has targeted women from cosmopolitan cities and urban class who are health

and beauty conscious and belongs to higher income group. The brand has positioned itself as
a natural care luxurious brand that caters to a high-end section of society. It has recently

included men as their target customers and has been marketing products for them. The Body

Shop has targeted those who are appreciative of eco-friendly products even if their range is

high. Its nature of branding is ethical and contributes towards high costs. This has led to the

high prices of the products. The brand has maintained premium prices for its premium

products. It faces a lot of competition even in premium category products. To compete with

rival brands it has adopted a competitive pricing policy which keeps its product prices at par

with prices of rival brands.

1.6.4 Promotions in the Marketing mix of The Body shop

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.

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 1990to 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
1.7 The Body Shop to expand in India

Global cosmetics brand, The Body Shop is looking to strengthen its presence in India with
the addition of new stores and expansion of its offline network for a larger market share of
the country’s booming cosmetics market.

The UK-based Body Shop, which entered the Indian market way back in 2006, is now
looking to expand its consumer base in the country to boost sales of its products.
 
To remain competitive in the price-sensitive Indian market, the company had dropped prices
across its products by 20-30 percent.
The Body Shop considers India as one the fastest growing markets and is already among the
top markets for the company in terms of sales.
 
Commenting on its expansion plans, Vishal Chaturvedi, general manager-retail – India, Sri
Lanka, and Bangladesh, The Body Shop told India Retailing, “We are expanding into new
markets and are a leading global beauty retailer in the country. We shall be opening 20 more
stores this year in 2019, establishing our footprint in new cities to make ourselves even more
accessible to new customers.”
 
The company, which has a strong online presence, is expecting strong growth from e-
commerce this year.
 
“Apart from physical presence, we have a very strong online presence. E-commerce is our
fastest channel of reaching 600+ cities and towns adding almost 30,000 customers to The
Body Shop family every year. Our e-commerce business contributes to 10 percent of our
business. We are expecting to grow by 12 percent,” he added.
 
The Body Shop currently has 175 stores across the country. The brand is endorsed in India
by Bollywood actress Jacqueline Fernandez.

India, one of the fastest growing markets for The Body Shop, received international attention
as global CEO, Sophie Gasperment visited the country to celebrate the brand’s journey
through the last four years.

Over the next four years The Body Shop plans to increase its store numbers to 150 stores in
India; reaching 100 stores within the next two years alone. This next expansion phase
involves opening stores in Tier 2 and 3 cities when the retail opportunity arises.

Already with 55 stores in 23 cities, the original natural and ethical brand plans to continue
opening more stores through India, making its innovative and 100% vegetarian products
accessible to the nation.

Sophie Gasperment comments:“I am extremely thrilled to visit India, one of the fastest
growing economies in the world. India is a key market for the brand and by 2014 we aim to
multiply the number of transactions by ten and to increase the number of people who will
experience The Body Shop brand to fifteen million. In only four years, The Body Shop India
has performed exceptionally well and has already reached the remarkable milestone of fifty-
five stores”.