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

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.

2MANAGEMENT AND OPERATIONS
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