The Body Shop- Know Your Mind, Love Your Body! | Marketing | Innovation

The Body Shop- Know Your Mind, Love Your Body!

We Are:
Student Names Abhilash Varghese Aditya Rajagopalan Akshaya Iyer Anubha Garg Dhara Manek Gaurav Tyagi Kritika Prakash Meenakshi Chettiar Nimisha Nair Parag Vad Vivek Sharma Roll Nos. 1 3 102 8 7 32 48 20 85 118 107

• The Body Shop founded by Late Dame Anita Roddick in the year 1976, is headquartered in Littlehampton, England. • “The Body Shop International plc”, known famously as The Body Shop, has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world. • They were the first one to position themselves as a socially and environmentally conscious company. • The Body Shop carries a wide range of products for the body, face, hair and home care. • Currently, a 100 percent subsidiary of L’oreal group, it’s competitors include Sally Beauty Supply, Bath & Body Works and Sephora.

The Body Shop: Rise, Fall and RISE
• • Body Shop had recorded a rapid growth during the 1970’s and saw the slump in 1990’s. Major Marketing Strategy - Using Social and Environmental issues. Claimed That No “Body Shop” products were tested on animals.

• •

US operations failed due to lack of sound marketing analysis.

Lost £ 3.4 million.

By the year 2000, it was sold off to L’oreal Group for £ 656 million.

Significant Issues
• Better start and Rapid growth in 1970 -80s. Why Body shop experienced bad times at the end of 1990s? • How could the company be different than its competitors, when the competitors were following the same strategy?

Was Anita Right in ridiculing the marketing strategies?
• Initially marketing was not that important; going with the promotional approach was enough. • Anita was able to convince people & build faith by sticking to its green strategy during its initial growth. • After mid 80s, she was unable to identify the growing market trends & the change in perception of the customers. • Lack of creating awareness by innovative marketing in the times when competition by similar players came into the picture. Following above : To make customers aware that they still are the strongest player & is not effected by competition.

Mistakes Made By Anita In Her Venture: Our Perspective!
• Anita was against marketing throughout the run of the company. • Lack of understanding Market sentiments. • Anita adopted a complete autocratic approach to running her organization. • o o o Not much efforts shown for : New product development & refreshing its product ranges Innovation Reducing prices.

• Unable to track the strategies followed by its competitors.

• “Body-Shop”: incompetent on various issues like : • Corporate Governance. • Relationship with Shareholders. • Responsiveness to complaints of customers. • Accuracy of promotional claims. • Self-promotion instead of product promotion.

Anita’s Unique Positioning of the “Body-Shop” Identity
• Products were organic in nature. • No testing on Animals or Live human subjects. • Body-Shop Foundation promoted social and environmental issue. • Key Issues Being: Promoting Woman and civil rights. Pollution control . Women opportunities. Energy Conservation.

Suggested Courses of action For US operations for “The Body Shop”
 Comprehensive market research: • • • • Survey. Understanding Consumer needs. Test Marketing. Understanding and tracking competitors.

 Joint Ventures and Franchising: • Collaboration with existing retailers.

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