BUSINESS COMMUNICATION CCA 3

Q. WHAT DO YOU THINK IS THE ROLE OF INTEGRATED COMMUNICATION IN THE GROWTH

AND EXPANSION PROGRAMME OF THE BODY SHOP?

The body shop international founded by a women entrepreneur Anita Roddick IN 1978, which
now has around 3000 stores and is present over 70 countries. The company is known for its
sustainability development. The company is the responsible for banning animal testing in
European union and was a pioneer in the cosmetic industry to provide 100% natural product.
With such a great legacy, the company was acquired by L’Oreal group, hence integrated
communication plays an important role to align all the stakeholders be its employees, upper
management, suppliers/vendors etc. with companies’ objective of sustainable development.
Hence, the body shop integrated both horizontal and vertical communication to eliminate all
the ambiguity.it introduced gamut of communication programs;(Gob smack) example of
horizontal communication. Such action is necessary for clear projection of the management’s
commentary about the past, present and future of the company.
The hesitation of communication due to hierarchy, debilitates the process of innovation, so
avoid this initiative such as personal fax number for directors etc. were taken. The color-coded
envelope system to protect confidential as well optimizing the process. Such activities which
are part of integrated communication to promote confidential and make it more efficient.
Integrated communication promotes transparency, freedom to express and innovation.it
includes all means of communication such ads, business research public relation working in
synergy to provide correct information to the customer, creating trends and product
satisfaction. In case of the body shop idea of sustainability was to be embedded in the public’s
mind. This requires a integrated approach of communication.

Q.HAD IT NOT PLACED IN SUCH WELL DEFINED MANNER, WHICH DIFFICULTIES THE COMPANY
WOULD HAVE FACED?

 With such a global presence, a well-defined communication is important, as this may

lead miscommunication among the various department causing misleading of customer,
then lash back from the community.
 Each company has brand value earned on basic of its objectives and abilities. Creating
this brand values requires well defined planning.
 Hence in case the body shop, the well-defined manner communication to promote the
sustainability, explaining the products while use and after use environmental effect to
customer.
 Creating system for inter and intra department is necessary to maximize efficiency.

Hence if not well manner planned communication channels are not used the body shop would have
deviated from its core objectives, creating loopholes, in efficiencies.