Marketing and Communication: A Case Study of The Body Shop

Running head: MARKETING AND COMMUNICATION

MARKETING AND COMMUNICATION 2
TABLE OF CONTENTS
Introduction.................................................................................................................................................................................... 3
Overview of Body Shop........................................................................................................................................................ 3
Outline of Report..................................................................................................................................................................... 3
Task 1: Needs, Wants, and Demands.................................................................................................................................... 3
Importance of The Body Shop understanding its customer’s needs, wants, and demands............................3
Marketing Orientation/Concept that The Body Shop adopts....................................................................................4
Task 2: Marketing Environments............................................................................................................................................5
Relevanceof an organisation analysing the marketing environment......................................................................5
One social and one environmental factor that could impact The Body Shop’s business operations..........6
Social Factor......................................................................................................................................................................... 6
Environmental Factor........................................................................................................................................................ 6
Relevanceof The Body Shop conducting a competitor analysis.........................................................................7
Competitor analysis................................................................................................................................................................ 7
Task 3: Marketing Mix............................................................................................................................................................... 8
Product and service Offering............................................................................................................................................... 8
Pricing Strategies..................................................................................................................................................................... 8
Place Strategy............................................................................................................................................................................ 9
Conclusion...................................................................................................................................................................................... 9
Reference list............................................................................................................................................................................... 11

MARKETING AND COMMUNICATION 3
INTRODUCTION
OVERVIEW OF BODY SHOP
The body shop is an international company that was developed in the year of 1976 by Dame
Anita Roddick. It is British beauty care, skin, perfume and cosmetic company. In current times, it
deals with over 1000 products that are sold in more than 3049 owned and franchised stores
internationally in 68 nations. Headquarter of this company is in Little Hampton and East
Croydon. The body shop is owned by Brazilian cosmetics firm Natura. Previously, between 2006
and 2017, it was part of the French cosmetic company that is L’Oreal. The mission statement of
this company is to communicate the self-esteem in their environment and among customers as
well as supporters in against of animal testing whereas supporting the community trade and
maintaining the human rights (The body shop, 2018).
OUTLINE OF REPORT
This report focuses on different marketing aspect regarding the body shop. It explains the needs,
wants and demand of customers for the products and services of the body shop. Marketing and
external environment of the company is assessed by recognizing and determining the
environmental factors. Social as well as an environmental factor is addressed that can influence
the growth and business operation of the body shop. Moreover, it also focuses on competitive
analysis by addressing the competitors of a body shop in the United Kingdom. This report also
identifies the marketing mix strategy for the Body shop.
TASK 1: NEEDS, WANTS,AND DEMANDS
IMPORTANCEOF THE BODY SHOP UNDERSTANDING ITS CUSTOMER’S
NEEDS, WANTS, AND DEMANDS

MARKETING AND COMMUNICATION 4
In the current business scenario, understanding the needs, wants and demands of customer’s area
is key aspect of each growing business. There are three key terms in marketing procedures such
as needs, demands and wants. Needs are a condition of self-deprivation among individual. Wants
are desires for particular satisfiers of needs. Furthermore, demands are defined as wants of
human that is backed by willingness and ability to purchase.
It will aid the company to make a strategic decision. In this procedure, the marketer will make
strategies to address the needs, wants and demands in order to reach at the targeted customers
and for better engagement of products and services. The demands, wants and needs are inter-
related and it arises as per the ability, desires,and requirements of customers. Detection of needs,
wants with demand is the significant procedure for Body Shop Corporation. The company
focuses on the needs and demands of customers as per the socio-cultural, income level and
demographic aspects (Trivicram, 2017). The corporation believes to incorporate the needs and
wants of customers as an essential element. It conducts the assessment of market research to
identify the needs of customers. In this investigation, it addresses that customers make demand
regarding value for money, and superior quality but also addresses the requirement for social
with environmental responsibility (Baker, 2016). The body shop emphasizes on potential
customers that are required for selecting the responsible choices. The body shop produces the
product as per the need of customers as it can directly influence the targeted customers. Hence,
the body shop should pool the information regarding customers so that it can offer them the high
extent of customer satisfaction and expand the business (Fuentes, 2015).
MARKETING ORIENTATION/CONCEPT THAT THE BODY SHOP ADOPTS
The body shop implements the social marketing orientation/concepts under its operation of the
business. It is an alignment, which implemented as per code of social welfare. It is stated that the