An Overview Of The Body Shop Marketing Essay

Introduction

Background

The Body Shop it has more than 2070 tree brands and provide service for 7700. 000 consumers all around the globe. The creator was a great woman who was called Anita Ruddick. She travelled though SOUTH USA in 2 yrs. Then she gathered her experience in her long voyage and found that a lot of women used by natural means to keep their skin. She also was thinking about this field. She tried to use the veg, fruit or place to concoct the natural method. In March 1976, the Ruddick founded her first store at Birmingham; the store sold 15 types of products such as jojoba petrol, rascal and mud. In Apr 1984, The BODYSHOP became a stated company and began selling the products to all around the world. The BODYSHOP was a business which includes conscience and credit. The BODYSHOP has five principles in its retail and development, they can be:

  • Against Animal Testing (The BODYSHOP never do the animal tests, they only used the technological devices to do assessment on some modeled body of pet animal. (Ruth, 2006)
  • Support Community Trade (the BODYSHOP selling the merchandise at acceptable price. The BODYSHOP brought their resources from some special place such as Brazil, Kenya, and Samoa. They often set up the manufacturing plant in origin and employed residents who need a job to save lots of their life. It also brought their materials in a fair price. The BODYSHOP helped a lot of people. It also can say this is a charity (Ruth, 2006).
  • Improve SELF-CONFIDENCE (In the advertisement of The BODYSHOP, It really is difficult to see models who've beautiful face and slim stature. The Body Shop uses some 'special' girl. For example, the advertising campaign of the full total energy pulse point it utilized a black lady.
  • Defend Individual Right (The BODYSHOP support equality. especially between dark-colored and white. The Body Shop made great contribution in support ECPAT(The International Plan to End Child Prostitution in Asian Travel and leisure)
  • Protect the Flower (Protect plant can be an goal of this renewable company. The BODYSHOP posted a book, called the Green E book in order to call all the visitors to protect the vegetation.

Theories

Marketing Combine: Marketing Combine was related to a company's online marketing strategy. Marketing combination include 4 parts, place, promotion, price and product. There tend to be called the four 'PHS.

Product: Paying attention to the top features of the merchandise is easier to appeal to the consumers. Some consumers focus on the after sales service, appearance, packaging faction and brand more than before. For instance, red is ranking for lucky in china. This color always looks in spring event. Consumers who wish to buy some clothes during spring and coil happening think this color may bring blessed for the coffee lover, so they may willing decided to go with this red clothes more than the other color. Some telephone company willing offer sales service to consumers to build their credit.

Price: Make high revenue is the aim of the all the businessman. There are numerous factors effect the purchase price, such as cost, hire, and capital. These factors have an effect on the manufacturer to modify the product's price. The price also impacts the consumers. For instance, customers attract by discount.

Promotion: Information globalization helped bring a great deal of benefits to the market. There are different types of special offers in social, such as, commercial tv, commercial radio, and signboard. Through these ways entrepreneurs show their product to all people and make consumers aware or increase awareness of product. Promotion also makes the consumers know more information and simpler to selected products.

Place: Place is one of the 4PS of the marketing blend. Product can be successfully open to consumers in the right place, at the right time (Anderson et al, 2008:114). Producer must consider which carry is the cheapest, fastest and protection. Businessmen also consider the product sell from where would make the utmost income. Fox example, Coca-Cola, the major carbonated drinks company. Coca-Cola placed their companies in many countries and sells their drinks at a right time. The Coca-Calla wending machines are the best example.

Market segmentation: Market segmentation in cloud tendencies, geography, ecological, and demographic. If the company predicts the marketplace condition is right, it also carried out of the marketplace segmentation. Divide the customers into different categories. Such as Grander, Age, It is convenience for company to find the new market chance. Using scientific way to allocate sources and plan market strategy.

Aim

In this statement, it introduced a famous brand called Body shop. This report was divided into 5 topics. Introduction, finding, discussion, summary and references. In the first part. It presented the annals and five key points from your body Shop. The aim and the in this article in the next part. It talked about which knowledge appeared in this statement and the special thing such as color, signifying in the product's advert. In the third part, it linked the product plus some business knowledge to discuss. The fourth part, made a final result of this article.

Findings

Definition of the advertisement

The Body Shop never make use of very tall-thin or stature model, as was typical in beauty advert. The Website reads" We will not promise eternal youngsters or victimize people's insecurities, but emphasis instead on product offering well being and comfort" (Debapratim, 2007)On this advertisement, we're able to start to see the Body Shop hired a back dude. It have brought up in the backdrop, The BODYSHOP support the equality between black and white. This is one of why the body shop chose dark lady. The black lady's teeth was packed with vitality. She was a lovely, but her beauty originated from natural. The appearance of this glowing black girl well embodies the life span like.

Second, red and green contain the blackground. Geen is the colour of mother nature. Green represents youthful and hope. YOUR BODY Shop. It correct used green to irritated their target and product. Within the most of The Body Shop's advertisement it would use green to as its background's color. Green is a color which simpler to attract the people's eye. The BODYSHOP produced "green product". Protect the herb is a one of the theory of this company. Red, stand for the material of the product. This product's basic material called Organic Bergamot which really is a kind of red super fruit come from Amazonian guarana. Red not only symbolizes materials in this advertisement. Red also means fire and bloodstream. It really is associated energy, vitality and persistence as well as interest, desire, and love.

Disusscusions

Marketing Mix

Product:

This product was called Total Energy Pulse Point Balm.

The key component is ginger, organic and natural bergamot, Guarani fact, Hormone.

If some place in face need a supplementary boost, can on the pulse of place. The Body Shop's products filled in different size to convince for consumers to choose.

Place:

The material of this product was from Calabria, Southern American, and this product also provides from all over the phrase. But customers can not find the merchandise of The Body Shop in any supermarket or cosmetic makeup products stores. Customers just only can purchase the product in The BODYSHOP stores.

Price

In Honking this price of product is $99. Different area have different price. In Britain, the price lowers than Hongkong

Promotion

Promotion is the ultimate way to make the consumers to know their products. The BODYSHOP used television set, magazine, the web, and signboard to show their services. These ways make more consumers alert to its product. The BodyShop gives them member credit card. and also signal consumers' telephone quantities and birth particular date. If they buy the products they can discount. In this manner made the customers more targets their product. The company logo of body also easy to get the people's sight. White and inexperienced consist of the brand. , it is a particular logo. Within this product's advert a shining dark-colored lady showed the product effect in a good end result. It seems to tell all the people if you buy the product you can get self-confident like me.

Market segmentation

Geographically: The Body Shop setup the stores in Australia, Canada, Japan, France, Korea, UK, and the USA. In these countries, the amount of people' life are high. Minus the happy life, they always focus on they quality of life. The BODYSHOP sometimes sold different products in several places. For example, the weather in the south of China is dry, so The BODYSHOP sold some moisture products such as skin area lotion, and bathtub liquid. It would sell these products in this country more than some dried up country.

Demographic: The BODYSHOP divided the clients into different communities according era, and gender. For instance, Total Energy Pulse Point Balm, this product sells to the lady between 30-40 year old. In recent years The Body Shop began focus on the men products, but less than women products.

Psychographic: Why the BODYSHOP concentrate on men products, it discovered that man skincare has a sizable market. Not merely the women keep their skin carefully, also the men would buy some skincare products. Such as for example activities products, men who like sporting would like taking a comfortable bath, therefore the BODYSHOP sell some special products for men consumers

Conclusion

Summarize

In conclusion, your body Shop is a efficiently manufactured a picture to be a caring that is assisting to protect the environment and indigenous individuals, and protecting against the suffering of animals- whilst reselling 'natural' products. The BODYSHOP were responsibly for real human and environment. If all the firms in the world just like the BODYSHOP, the globe will be better.

Recommendation

In quick, as BODYSHOP is a well-known international brand and charity. Its advertising campaign not only just aims to impact the decisions of traders, but for charity goal as well. In this advertisement the Body Shop have no revealed that why consumers should decided this product. What are the benefits of this product. It appears that the model is more attract consumers' eyesight than the product. If the picture of product can make bigger it will be better.

References

  • Anderson A, Hall D, Jones R, Raffle c, (2008) Business studies, 4th model, and causeway preen limited (Access Time: Nov, 13th)
  • Oikos-foundation (2009) http://www. oikos-foundation. usisg. ch/homepage/case. htm (Access Date: Nov, 15th)
  • The Body Shop a (2009) http://www. thebodyshop-usa. com/aromatherapy/prod778833 (Access Time: Nov, 16th)
  • The Body Shop b (2009) www. thebodyshop. com/com/bodyshop/values/support_community_trade. jsp YOUR BODY Shop c (2009) www. thebodyshop. com/com/bodyshop/values/activate_self_esteem. jsp (Access Night out: Nov, 14th)
  • The body shop international (2009) www. thebodyshopinternational. com. (Access Time frame: Nov, 15th)
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