MKG220 Competitive Analysis Table

Running head: THE BODY SHOP
THE BODY SHOP
Name of the Student
Name of the University
Author Note

1THE BODY SHOP
MKG220 Competitive analysis table (You might find that not all sections apply to your brand or
product)
(Include reference sources as in-text references (and of course also in the Reference List)
Sections Body Shop L’Oréal Paris Estee Lauder Clinique
Target
market
 Geographic
al location
(Must use
this one)
The target market of
body shop is the
middle to upper
incomed group. This
audience usually
lives in the big cities
and sub urban areas.
Like Body shop, the
target market of
L’Oréal Paris is also
the upper middle
incomed group who
lives in the urban
areas
The Estee Lauder
company has also
targeted the women
living in the urban
areas of
Maroochydore area.
The Clinique shares
a target market
group which is
similar to that of the
Body shop.
 Demograph
ics
The Body Shop has
targeted its group
through segments
like the age, gender,
income,
occupational level,
religion and the
race. Age: 20-55
On the other hand,
L’Oréal Paris targets
the audience which
is aged between 18-
50 years of age. As
L’Oréal is more
inclined towards
cosmetics
production and the
hair care, the prices
of the products have
been set
accordingly.
The target
consumers of the
Estee Lauder
company belongs to
the upper middle
class and the higher
incomed group who
are ready to invest
high amount of
money for their skin
care, in addition to
this, the brand also
customizes its
products as per the
different regions.
Age: 20-60
The chief target
market of the
company can be
taken to be as the
women. However,
the company sells
reasonable
Products at moderate
prices which appears
to all.
 Psychograp
hics
The psychographic
division of the
different consumers
is done on the basis
of lifestyle,
personality, social
class. Although
belonging to the
same demographics
and social
background, women
may have different
tastes based on
personality, lifestyle
as well as social
class (Global
The L’Oréal aims to
fulfil the needs of
the customer. This
need may be to look
prettier, encourage
the purchase of
beauty products, and
improve health and
providing the
customers with
paraben free items.
The Estee Lauder
aims to target
women are bothered
by their social
background
personality and
lifestyle. These
women are
socialisers and often
tend to worry about
their style and their
appearance at large
which enables them
to ensure long term
grace.
Clinique presents the
target audience with
a large number of
products which are
quite organic in
nature and made of
natural ingredients
like sugar, tree, aloe
Vera, honey, oil and
others.

2THE BODY SHOP
Cosmetics News.
2019).
 Consumer
behavioura
l patterns
Inclined towards
quality and price
Inclined towards
brand name and
price
Inclined towards
quality
Inclined towards
natural products
 Size of
target
market/ or
% Market
share if
stats
25% of the market
share is owned by
Body Shop
35% of the market
share is owned by
L’Oréal
15% of the market
share is owned by
Estee Lauder
28% of the market
share is owned by
Clinique.
Brand
attributes
1. Product
- Core
Improved skin Flawless skin Improved
rejuvenation
Improved skin tone
- Actua
l
Brand name,
features
Features, brand
popularity
Quality level Brand name, price
- Augm
ented
Guaranteed flawless
skin
After sale service Home and
customized service
After sale service
Sections Body Shop L’Oréal Paris Estee Lauder Clinique
2. Place/
Distributio
n
Where do
customers buy
the product?
Stores and online Stores and online Stores Stores and online
3. Price/
Value
Compare
same volume,
etc.
Moderately priced Low priced
(Epstein 2018)
High priced Low to moderately
priced
4. Marco mix
Trad media
Newspapers and
billboards
Billboards Magazines Billboards