Marketing and Communication - Analysis of The Body Shop

Running head: MARKETING AND COMMUNICATION
Marketing and Communication
Name of the Student
Name of the University
Author’s Note

1MARKETING AND COMMUNICATION
Table of Contents
Introduction......................................................................................................................................2
Overview of the Company...........................................................................................................2
Purpose........................................................................................................................................2
Needs, Wants and Demands............................................................................................................2
Importance to Understand the Needs, Wants and Demands of the Customers...........................2
Identify and Discuss the Market Orientation/Concept................................................................3
Marketing Environment...................................................................................................................3
Relevance of Marketing Environment Analysis..........................................................................3
Analysis of Two Macro Environmental Factor...........................................................................4
Relevance of Using Competitors Analysis..................................................................................5
Competitor Analysis....................................................................................................................5
Marketing Mix.................................................................................................................................7
Product and Service Offerings.....................................................................................................7
Pricing Strategies.........................................................................................................................7
Place Strategy..............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Overview of the Company
The Body Shop is a leading cosmetic company operating mainly the in the regions of
United Kingdom (UK). The specialization of the company can be seen in the skin care products
and in the perfumes. Dame Anita Roddick is the founder of the company who established The
Body Shop in the year of 1976. Dame Anita Reddick started the company as a small business
having a portfolio of just 25 products (thebodyshop.in 2018). After that, L.Orea acquired The
Body Shop for £652 million in the year 2006. After that, Natura acquired The Body Shop from
L’Oreal for £880 million in the year 2017. At present, The Body Shop is operating under Natura.
The presence of large number of outlets of The Body Shop can be seen in the 66 countries all
over the world including UK and the company has an employee base of 22,000 people.
(thebodyshop.in 2018).
Purpose
The major purpose of this report is to conduct an analysis and evaluation on the
marketing and communication related aspects of The Body Shop. The first part of the report
involves in analyzing the needs, wants and demands of the customers of the company. Task two
involves in the analysis of the marketing environment of the company and the analysis of the
competitors is a major past in this section. The third part of the report involves in the analysis of
the marketing mix of The Body Shop.
Needs, Wants and Demands
Importance to Understand the Needs, Wants and Demands of the Customers
Basic requirements of the customers are considered as need and increase in needs leads to
wants. Demand is there in the presence of willingness and ability of the customers to pay (Baker
2016).
The following are the reasons for The Body Shop to consider these three aspects:

3MARKETING AND COMMUNICATION
 Marketing executives of The Body Shop must have understanding about the needs, wants
and demands of the customers for strategic decision making along with the
implementation of them (Baker 2016).
 At the same time, the knowledge about these aspects is essential for them for the
identification of target markets along with the target customers.
 Marketing executives become able to effectively promote the products of The Body Shop
when they know the specific needs, demands and wants of the customers (Lovelock and
Patterson 2015).
 All these aspects together help in the maximization of the sales and profit of the
company.
Identify and Discuss the Market Orientation/Concept
Business organizations have the option to adopt among five types of marketing
orientation concepts like marketing concept, product concept, production concept and selling
concept. The product concept states that the customers use to favor those products that are
superior in quality, performance and innovative features (Urde, Baumgarth and Merrilees 2013).
As per the production concept, business organizations can easily sell the production having high
quality. The concept of selling orientation states that the business organizations use to sell the
existing products with the help of promotional techniques. The marketing orientation concept
focuses on the want of the customers for the production purpose.
From the characteristics of The Body Shop, it can be observed that the aim of the
company is to continuously improve their products so that they can fulfill the needs of the
customers in the most effective manner. For this reason, the marketing executives of The Body
Shop have made the improvements in the cosmetics their major priority for the development of
marketing strategies. Thus, the above discussion indicates that The Body Shop has adopted the
production orientation concept for their business (Mokhtar, Yusoff and Ahmad 2014). Hence, the
product orientation of The Body Shop suits the business model of The Body Shop.