Management and Operations of The Body Shop: A Campaign Against Animal Testing

This report provides an overview of management and operations of The Body Shop on the aspect of undertaking a campaign on the ban on animal testing of cosmetics. It discusses the promotional mix element adopted by The Body Shop in its fight against animal testing, the key message and target audience of the company, and the AIDA marketing theory.

Running head: MARKETING AND COMMUNICATIONS
Management and Operations
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1MANAGEMENT AND OPERATIONS
Executive Summary:
The report gives an overview of management and operations of The Body Shop on the aspect of
undertaking a campaign on the ban on animal testing of cosmetics. The report commences with
the importance of marketing campaign and the explanation of the promotional mix theory. The
report also discusses the promotional mix element adopted by The Body Shop in its fight against
animal testing. The report also focuses on the other promotional channels adopted by the
company. There report also provides an insight into the key message and the key target audience
of the company. There is also discussion about the AIDA marketing theory and the method that
the company adopts in measuring effectiveness of its video campaign.

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Table of Contents
1. Importance of Marketing Campaign............................................................................................3
2. Explain the Promotional Mix Theory..........................................................................................3
3. Promotional Mix Element Adopted By The Body Shop.............................................................4
4. Promotional Chanel Adopted By The Body Shop.......................................................................4
5. The Key Message Put Across By The Body Shop......................................................................5
6. Target Audience of The Body Shop and Their Characteristics...................................................5
7. AIDA Marketing Theory.............................................................................................................5
8. Measuring Effectiveness of Video Campaign............................................................................6
Conclusion:......................................................................................................................................6
References:......................................................................................................................................8

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1. Importance of Marketing Campaign
Marketing campaigns represents the ideal means in reaching the clients, customers and
the leads. This acts as a game changer move that enables securing meetings with the prospects
and the customers (Al-Dmour et al. 2016). Marketing campaigns are designed with necessary
touch points that help in grabbing customer attention and are anytime better than single
advertisements. Campaigns also help in breaking through the clutter and ensure positive
promotion of a company. Marketing campaigns allows organizations in following up with the
customers.
2. Explain the Promotional Mix Theory
The promotional mix theory is the combination of the various components representing
the promotional mix. This however includes (Buil, De Chernatony and Martinez 2013):
Advertising: This represents the mode of the promotion that leads to the creation of
associated patterns for a company. It usually possesses an emotional face that ensures
influencing the purchase behavior.
Personal Selling: Through this promotional element, a company is capable of selling its
product or service by meeting face to face with the clients.
Sales Promotion: Through the adoption of this element of promotion, an organization
will be able to persuade the potential customers in buying the products of the company by means
of media and non-media communications. This promotional element ensures a short-term sales
boost.

4MANAGEMENT AND OPERATIONS
3. Promotional Mix Element Adopted By The Body Shop
The Body Shop adopts advertising as the promotional mix element for fighting against
the animal testing. Advertising helps in distinguishing the products of the Body Shop from its
competitors thereby maintaining a brand image (Khan 2014). Through advertising, the company
is also able to emphasize qualities like sophistication, luxury, social belonging and class for its
products. The advantages of advertising include:
 Introduction of a newer product into the market
 Ensure market expansion
 Increase in sales
The disadvantages of advertising include:
 Increase in cost
 Undermining of social value
 Creation of confusion amongst the buyers
4. Promotional Chanel Adopted By The Body Shop
The Body Shop undertakes advertising primarily through various social media platform
and the fashion magazine. This promotional channel will enable The Body Shop in securing the
leads from mediators and convincing the readers in identifying themselves with the message put
across against the ban on animal testing. The promotional means also put the mediators under
pressure for motivating the customers in signing the petition (Okazaki and Taylor 2013).

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5. The Key Message Put Across By The Body Shop
The primary message that The Body Shop wants to put across includes achieving close to
eight million signatures on the company’s fight against on the ban on animal testing and present
to United Nations by the year 2018 (thebodyshop.com 2018). The Body Shop first begins with its
campaign in the United Nations and encourages the customers in signing the petition.
6. Target Audience of The Body Shop and Their Characteristics
The target market of The Body Shop includes well-educated men and women between
the age group of 40 to 55 (Zadek, Evans and Pruzan 2013). This group of consumers is willing
for paying more for the beauty products. They also have enough interest in ethical and
environment friendly products. This group of consumers also belongs to the urban cosmopolitan
class and care about fashion and their appearance.
7. AIDA Marketing Theory
Attention:
The marketing campaign of The Body Shop tries to draw the attention of the clients in
signing the petition on the ban of animal testing in cosmetics.
Interest:
For retaining the customer attention The Body Shop tries to put across a message of how
the power of its business, the consumers, public and the advancement in science and technology
has allowed it to put a ban on the animal testing.
Desire:

6MANAGEMENT AND OPERATIONS
The Body Shop undertook its first campaign against animal testing ban and believed in
protecting animals when close to 80 percent did not put a ban on the usage of animals in
cosmetics
Action:
The Body Shop thus signs a petition on the ban of animal testing and urges its clients in
signing the petition so that the government can take necessary action.
8. Measuring Effectiveness of Video Campaign
The Body Shop can measure the effectiveness of the Video Campaign by keeping a tab
on view count, one of the Key Performance Index for measuring video campaign. The view
count also represents an easy metric of measurement (Thorson et al. 2013). In other words, the
total number of view count for a video campaign helps in demonstrating the number of times the
viewers made an effort to watch the video.
Conclusion:
The report ends by throwing a light in discussing the method of view count for measuring
effectiveness of the video campaign. There is also discussion of the AIDA marketing theory for
the company. The report also tries to focus on the urban cosmopolitan class as the target
audience of the company. One can also get an idea as to how the company desperately wants to
put a ban on animal testing through its key message. There report also provides an insight into
how the company adopts advertising as it key promotional element and undertakes various
channels like social media and fashion magazine for the promotion against animal testing.

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References:
Al-Dmour, H., Al-Madani, S., Alansari, I., Tarhini, A. and Al-Dmour, R.H., 2016. Factors
affecting the effectiveness of cause-related marketing campaign: moderating effect of sponsor-
cause congruence. International Journal of Marketing Studies, 8(5), p.114.
Buil, I., De Chernatony, L. and Martinez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), pp.56-71.
thebodyshop.com 2018. [online] Available at:
https://www.thebodyshop.com/en-gb/about-us/against-animal-testing [Accessed 3 Jul. 2018].
Thorson, K., Driscoll, K., Ekdale, B., Edgerly, S., Thompson, L.G., Schrock, A., Swartz, L.,
Vraga, E.K. and Wells, C., 2013. YouTube, Twitter and the Occupy movement: Connecting
content and circulation practices. Information, Communication & Society, 16(3), pp.421-451.
Zadek, S., Evans, R. and Pruzan, P., 2013. Building corporate accountability: Emerging practice
in social and ethical accounting and auditing. Routledge.