Introducing

INTRODUCING
Meet Us...
Nipuni Jancy
Porter’s 5 Competitor Analysis
People / Physical Evidence/ Process PESTLE
Controlling Segmentations
Targeting
Positioning

RICCARDO
Introduction
Vision, Mission, Goal, Objectives
Market GAP
SWOT

NIROSHINI
ANSOFF
Prashanth Gnatt Chart
Product
Price
Promotion
Monitoring
Our Inception
In 1976 we opened our first The Body
Shop store in Brighton by the founding
member Anita Roddick.

Our first franchise was established in

1978 in Brussels and by now we have
over 3,000 retail locations in over 66
countries.

Overview of our
Marketing Plan
Our Marketing plan provides an insight of;
• Executive Summary
• Situation Analysis
• Corporate Direction
• Marketing Strategy
• Implementation & Controlling
Our Vision

To become the most

trusted cosmetics in
South Asia
These products contain no
animal-derived ingredients,
including honey and beeswax.
Our Mission
Delivering the best
cosmetics and skin
care, fresh from the
forests and with no
harm to animals, to
enrich people as well
as the planet.
 Goals
• Continue to keep our promise to provide the best
products to all skin or hair types all around the
world.
• Handling a good customer base and giving them
reasonable prices for their products.
• Enrich the lives of our employees through out the
world.
• Maintain a balanced bio diversity and grow our
own ingredients while avoiding any tests on
animals.
• Creation of brand awareness in the market
• To become the market leader
Objectives
• To be the number one in providing skin
care, cosmetics and perfume in Sri
Lankan market by 2020.
• Stop animal testing in Sri Lanka
completely by 2020.
• Having three stable outlets with a
strong and committed work force by
2022.
Market Gap
Knowledge
Under standing the Culture of Sri Lankan People and educating about our
products.
• 100% VEGETARIAN BEAUTY SINCE 1976
•
“I WANT TO WORK FOR A COMPANY THAT CONTRIBUTES TO AND IS PART OF
THE COMMUNITY. I WANT SOMETHING NOT JUST TO INVEST IN. I WANT
SOMETHING TO BELIEVE IN.” - ANITA RODDICK
• We’ve been a vegetarian and cruelty-free brand since we were founded in
1976. Discover what makes a beauty product vegetarian, and why over half our
products are vegan and  many other cosmetics do contain by-products from the
slaughter industry. We’re proud to say that none of ours ever have or ever will!
SWOT Analysis
INTERNAL
STRENGTHS WEAKNESSESS
INTERNAL
• 100% natural • Limited shelf life of the product
• Brand(name, image, usage of • Uncertainty in on time shipment
natural ingredients) • Consumer awareness of organic
• Eco Friendly and eco friendly products
EXTERNAL
• Certification • Premium price
EXTERNAL
OPPORTUNITIES THREATS
• Srilankan attitude change
• Increased interest on skin care • High Competition on price basis.
products for men & aging • Slower physical distribution
population. • Cultures & Income level.
• Increase of online buyers. • Political instability
• Not being an animal tested • Fluctuation of exchange rate.
products.
Competitor Analysis

Company Product Line Price Level Market Advantage Market Position

Hair Care, Skin care and One of the most Offering high
L' Oreal High
anti aging Products respected world wide techonolgical value
cosmetics brand
Marketing Strategy . Word
Oriflame Skin care and Cosmetics Moderate of Mouth & High standards of quality
Commission
Largest and leading herbal
Nature Secrets Skin Care Low cosmetics company in Sri
Low prices and Natural Lanka
local product
 P E S T L E
Political Economic Social Technological Legal Ethical
• Green
• Applicable taxes • Population
• Exchange • Website & business
(Corp, income tax Growth in • Cosmetic act
rate – as at Social medias
– 28%, VAT 15%, Srilanka
Dividend tax – 10/04/2019 F>M • Eco-Friendly
• Online • Labour act
10%) selling rate is
1 GBP = purchasing
• Eco Friendly
LKR 200.58, Portal
• Double taxation
avoidance between Buying rate: • Set of people
1 GBP = • Communicatio
Sri Lanka and UK in different
LKR 193.96 n
from 1977 culture willing
infrastructure
to use
is developing
• Obtaining branded
government • Per Person /Prestige in the country.
License. Income Rate products.
2015-2018 • Most of
2019 • Certifications the places has
4G
Segmentation

Geographic Demographic Psychographic

. Colombo City . Income: . Beauty /Eco

and suburbs, Middle class Friendly
. Negombo and Upper conscious
City, Middle Class people
. Kandy . Age: . Consumers
Teenagers 14 - who pursue
19 international
Youth 19 - 25 brands
Adults 25+
 Targeting

Differential Targeting
 TEENAGERS – VITAMIN E MOISTURE PROTECT LIP CARE
 Teenagers 14 - 19
WATER LOTUS EAU DE   Youth 19 - 25
 YOUTH – RAINFOREST SHINE SHAMPOO  Adults 25+
TEA TREE OIL
 ADULTS – MANGO FRESH BODY SORBET
Positioning

We propose to position “The Body Shop” as the 100% natural beauty

product in the local market.
We promote ‘100% cruelty free
Positioning
High Prices
The body shop
L’Oreal
Oriflame
Nature secrets

Low Branded High Branded

Low Prices
 ANSOFF Matrix Strategy used
Increasing Risk – Market
Development
PRODUCT

Present New Why?

sales of

Increasing Risk
existing
Present

Market Product product in

Penetration Development new market
MARKET

How?
Identifying
the market
New

Market Diversification potential

Development and share.
Analysis on
the
segment.
Risk range
Promotional
Highest Moderate Medium Lowest Activities
Gantt chart
Porter’s Five Forces
• Number of competitors
Competitor Revelry [Moderate ] • Customer loyalty

• Government interference
Threat of New Entry [Moderate • Large investment on capital

• Supplier is our mother company

Bargaining Power of Suppliers [Low]

• Performance
Threat Of Substitute [Moderate]

• High quality products

• Unique raw materials
Bargaining Power Of Customers [Low] • Delivering of brand.
MARKETING MIX

Product
Shop with us ,

 BODY & BATH -WILD ARGAN OIL SHOWER

GEL
 FRAGRANCE- WATER LOTUS EAU DE 
 HAIR CARE – RAINFOREST SHINE SHAMPOO
 SKIN CARE -TEA TREE OIL
 MAKE- UP COLOUR CRUSH LIPSTICK
 MENS- MACA ROOT FACE WASH
 ACCESSORIES - BATH LILY
                         

Pricing

Pricing Strategy, Market Skimming Price

Pricing Strategy, Market Skimming Price
STRAWBERRY LIP BUTTER
STRAWBERRY LIP BUTTER
10 ml – OUR PRICE – LKR 950/=
10 ML – OUR PRICE – LKR 950
Place

• Zero level channels – Outlets ,

Hotel Chain , Online shopping

• One level channels – Odel

outlets
Promotion
Communication - BTL advertising.
Awareness campaigns and posters, E-brochures.

Personal Selling
Employed and educated women from 18-55
years of age, who consider about their beauty as well as
the environment.
Direct Marketing

Making aware through personalized emails and

direct mails and webpage.
Loyalty cards for customers who gives a higher
level of hit rate.
Branding

Brand Extension
• Different products in same brand name.
Displaying materials
• Environmental Friendly products.
• Against animal testing.

Packaging
• Customized packaging.
People
Recruiting staffs who are having creative mind set,
required skills and knowledge

Physical Evidence
Arranging the exterior and interior environment.
Corporate letter head.
Staff uniform

Process
Having a superior customer service process by
maintaining the quality of our customer query
handling and billing process.
Action plan
• Recruitments (opportunity will be given to people who are
following higher education in business, School leavers)

• Capturing of local market- lauching unique Sri Lankan raw

material such as ‘Rambuttan”, ‘Kamaranga (Star Fruits)’ is
planned to introduce to the market

• Initial monitoring of the operation will be done by UK until the

local management teams get trained and developed to ensure
the total quality in the operation.
Conclusion
• We propose that it is economically viable and
actionable to enter in to Sri Lankan market with the
prevailing market situations.

• We suggest to sell 1l of smoothie at a price of LKR

950/= in Sri Lanka.

• The manufacturing process is proposed to be in Sri

Lanka while raw materials are also from Sri Lanka.

• Main selling strategy will be Business to Business

(B2B) and business to consumer ( B2C)