THE BODY

SHOP
Here is where our presentation
begins
 OUR TEAM

01 02
Tisha Shah - 314 Nandini Yadav - 318
Marketing Stategies 4 Ps of Marketing

03 04 05
Rableen Kaur - 312 DhavalMaru - 320
Sakshi Sharma - 316
Societal Marketing Campaign Social Media Campaign New Marketing strategies
 About The Body
Shop
The Body Shop International Limited,
trading as The Body Shop, is a British
cosmetics, skin care and perfume company.
The company currently has a range of
1,000 products sold in about 3,000 stores,
divided between those owned by the
company and franchised outlets in more
than 65 countries.
01
Marketing
Strategies
Tisha Shah - 314
1. Segmentation Strategies :-
▪︎Basing on demographic segmentation, market segmentation
involves age. This therefore falls into two main categories of
customers, including adults and young people.

▪︎In behavioristic segmentation, customers are categorized into two

groups, including advanced users and beginners. Therefore,
market segmentation results in four categories of customers,
including young advanced users, middle-aged advanced users,
young beginners, and middle-aged beginners.
2. Market Targeting :-

▪︎Body Shop targets more females aged16-55. These should be well

educated and with good computer skills.

▪ ︎The kind of men Body Shop targets are those aged 30-35, with a
stable income.

▪︎ The targeted customers are those that are willing to spend more on
beauty products and are also those that appreciate and show interest in
beauty products that are environmentally friendly.

▪︎In return, Body Shop donates a percentage of its profits to charity, and
mainly construction of schools in India and Guatemala
3. Strategic Positioning :-

▪︎The Body Shop uses various strategies to appeal to customers. Its stand
against animal testing and support for fair community trade shows
passion. 

▪︎The mission of the company to activate self-esteem, protect human

rights and the environment bring out the company as responsible and
natural, an appealing image to customers

4. Company Current Marketing Strategy:-

▪︎The Body Shop bases on its image of being natural and earthly to
market itself.  Therefore, the brand messages carry this information.

 ▪︎Most of the marketing for Body Shop is done online as it is believes

that most environmentalists do not subscribe to newspapers.
02
4 Ps of
Marketing
Nandini Yadav - 318
 The Marketing Mix:

• The marketing mix has been defined as the "set of marketing tools that
the firm uses to pursue its marketing objectives in the target market.

• It also refers to the set of actions, or tactics, that a company uses to

promote its brand or product in the market

• The 4 Ps make up a typical marketing mix - PRICE, PRODUCT,

PROMOTION AND PLACE.
 Product :
• Product refers to the item actually being sold.

• The company “body shop” sells organically grown body products, for the
consumer who likes to take care of him or herself.

• We are talking about so-called convenience goods with a short durability at

relatively low prices.

Price :
• Price refers to the value that is put for a product.

• The Body Shops prices are low/ medium. Based on where you by them or what
you buy.

• The products are comparatively cheap which means that many can afford them.
 Place/ Distribution:
• Distribution is the process of making a product or service available for the
consumer or business user who needs it.

• The company is Business to Consumer (B2C) related which means that its
target group is consumers on the B2C market.

• They use a mixture between intensive and selective distribution. All the shops
are run on a franchising basis.

Promotion:
• Promotion in the marketing mix refers to communication.

• The company is against promotion, so they don’t do business by promoting,

but they have their own internet site, where you can see their selection of
products.
 03
Societal Marketing
Campaign
Sakshi Sharma - 316
• Societal Marketing is based on the principle of societal welfare.
It emphasizes that an organization must make strategic
marketing decisions keeping in mind the consumer wants. It is nothing but
an outgrowth of the principles of Corporate Social Responsibility and
Sustainable development.

• Body Shop is a cosmetic company founded by Anita Roddick in 1976. The

company uses only natural, vegetable based materials as ingredients for it’s
products.

• It is totally against animal testing, advocates community trade, as well as

complete protection of planet. Thus it totally engrosses the concept of
Societal Marketing.
The Body Shop’s Vice President of Marketing in the U.S. “No customer will be
able to go to our properties – whether it’s our social media, website, or stores –
and not see this is a primary focus for us.

A History of Social Good

In 1999, The Body Shop successfully campaigned to end animal testing in the
U.K. Then, it won the battle with the European Union in 2013 with its current
partner, Cruelty Free International, an NGO dedicated to changing policy to
ban animal testing worldwide.
 Connecting with Customers through Content +
Causes A :- By putting its social mission at the core of its
content and campaigns, The Body Shop hopes to connect
with likeminded consumers.

Cause B :- Before launching Enrich Not Exploit, The Body

Shop researched which causes their customers cared about
and for what they wanted the brand to campaign.

“The result is this is the main issue for our customers, so

we’re responding to their interests,” says Macneil -Brown.
“We’ve always been a campaigning brand. We don’t
campaign to improve our sales; we campaign because it’s
our mission. If that just happen to bring in extra sales, that’s
great.”
 04
Social Media
Campaign
Rableen Kaur - 312
● The Body Shop is a skincare brand which
focuses in naturopathy. Its products contain
natural products, that regenerate, smoothen,
and nourish your skin.

● The Body Shop has leveraged its social

media presence and storytelling capabilities
to make the process as seamless as possible.

● They talk about how their products, have a

pampering impact on usage and gives the
customer a luxurious experience.

● They also talk about feminism, the

LGBTQ+ community as well as plastic
waste and the importance of recycling.
 ● The Body Shop’s content strives to inform current customers
about their history and raise awareness for the work they do.

● The majority of its global content marketing focuses on its

corporate social responsibility programs and social good
messaging.

● The Body Shop believe that they have been a force for positive
social and environmental change through their campaigns.

● This positive, transparent, caring, and helpful company culture

is the type that thrives in the social media environment
 The Body Shop is a well-known cruelty-free cosmetics
company. Hence they launched the

"Forever Against Animal Testing” campaign. Wherein they

clearly stated that they are against Animal Cruelty of any
and all forms.

The "Forever Against Animal Testing” campaign is to help

stop cosmetic testing on animals, so that, not a single animal
suffers in the name of beauty

This created a significant amount of user generated content

that resulted in thousands of posts all-over the social media.

As a result of the campaign half of their products are now

vegan!.
 05
New Marketing
Strategies
Dhaval Maru - 320
1. Segmentation targeting and positioning in
the marketing strategy of THE BODY
SHOP:-

2. BCG matrix in the marketing strategy of

THE BODY SHOP :-
THANK
YOU