Download - The body shop powerpoint final
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Team:The green
leaves
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Outline
• The brand• The product• Market analysis• SWOT• Goals / objectives • Strategic options• Choice for an option• Marketing mix
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The brand
Founded in 1976 by Anita Roddick
Cosmetics shop
2 400 stores in 61 countries
Bought by l‘Oreal
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Brand system
Brand values : • against animal testing• Defend human rights• Protect our planet• Support community trade
The body shopNatureResponsibilityFair trade
Shea body butterMoisturizing cream
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Product
Shea body butter
One of best seller of Body shop
PLC : maturity
Purchase decision category : emotion and high involvement
Product category: skin care
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The product
Shea body butter
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The product : impact matrix
Cultivation primary processing
Packaging Distribution Consumption disposal
Resource use
Air
Water
Soil
Waste
Eco systems
Health
Equity
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Market : competition
3 types of competitorsThe beauty cosmeticsThe bio cosmeticsThe professional cosmetics
A very innovative marketOligopolistic market
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Positioning
The Body Shop L’Oréal Olay & Nivea
Product line Mainly skincare Broad Focus on skincare
Market position Environment friendly
Leader Major competitor in skin & body care market
Competitive advantage
Natural-based and brand value
Very experienced global brand
Low price and product innovation
Price range Mid range Slightly lower than the Body Shop
Mid low
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Target group
Women
From 20 to 40 years old
Working
Taking care of herself
Aware of economical and social aspects
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Consumer insightEco investment– Biodegradable– Waste limitation– Protect water resources
Motivation for choosing this product– A trendy brand– The best ingredient for moisturizing– Fair trade with a women association in Ghana– Helps education
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Persona
Louise
22 years old
Single
Studies Law
Hobbies: tennis, yoga and cinema
Student job: babysitting
Values: fighting for human rights (women’s condition for example), recycling
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Persona
Reasons for buying a sustainable product- Taking care of herself- Buying a trendy but not to expensive product- Engaging herself in a social and environmental cause
Knowledge: Advertisements, salesperson advice
Attitude towards sustainable innovations: Word of mouth
Decision: It corresponds to her values
Media behaviour: Likes the Facebook page, talks about it on a forum, twitts about her body butter
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SWOT AnalysisSTRENGTHS
• The brand itself
• Being part of the L’Oréal group
• Leading player in a niche market
• High brand loyalty
• Innovative products
• Good quality and services
WEAKNESSES• Loss of trust from different
stakeholders
• Small number of stores in UK
• Problems in franchise system
• Many products are in the mature or declining stage
• No marketing or advertising department
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SWOT analysisOPPORTUNITIES
• Metrosexual factor• Crisis • Increased awareness of
organic and eco-friendly product
• Increasing number of online buyers
• Ageing population• Ban of sale of animal tested
products in EU
THREATS• Chemical legislation• Unstable supplies of raw
materials• Legislation banning animal
tested products• Strong competition• Suppliers are not required to
adhere to ecological standards• No environmental certification
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• Create a marketing department which will:– Develops the visibility of the brand– Communicates about the non animal testing
policy– Refreshes the image of the brand to:• Wider the target : men/young men/ mature women
• Reinforce environmental policies by :– Working only with eco-friendly suppliers– Obtaining environmental certification
Goals and objectives
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Strategic options
2009 : new range of products « Nature’s way to beautiful »Keep their identity even if they were bought by L’Oreal in 2006Strong valuesCommunity trade program Communicate about ecological and ethical arguments
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Our strategic option
Reinvent the design of products and shops in order to make them
younger more attracting
Make forget to people L’OréalNew positioning:
“Haut de gamme” brand with average price
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Social media marketing
Twitter : 20982 followersFacebook : 455 000 followersDozens of forums Hundreds of videos on YoutubeArticles on wikipediaCommercial mails
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Marketing mix
Product
• Shea body butter
• Made of oil and organic sugar
• Organically grown body product
• Short durability• Relatively low
price
Price
• 15 €• Medium price• Affordable
product
Place
• B2C related• Direct target:
consumers• Mix between
intensive and selective distribution
• Shops are run on a franchising basis
Promotion
• Against promotion
• Own website• Products are
organically grown
• The Body Shop is against animal testing
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Thank you for your attention