Marketing and Communication for 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 of the Report..................................................................................................................2
Needs, Wants and Demands............................................................................................................2
Importance of Understanding Needs, Wants and Demands of the Customers............................2
Identification and Discussion of Market Orientation/Concept....................................................3
Marketing Environment...................................................................................................................4
Relevance of Marketing Environment Analysis..........................................................................4
Analysis of Two Macro Environmental Factor...........................................................................4
Relevance of Using Competitors Analysis..................................................................................5
Marketing Mix.................................................................................................................................5
Discussion of the Findings of Competitor Analysis....................................................................6
Marketing Mix.................................................................................................................................7
Product and Service Offerings.....................................................................................................7
Pricing Strategies.........................................................................................................................7
Place Strategy..............................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

2MARKETING AND COMMUNICATION
Introduction
Overview of the Company
The Body Shop is a British cosmetic company specialized in skin care products as well as
perfumes and the full name of the company is The Body Shop International Limited. The
company was established in the year of 1976 and the founder of the company is Dame Anita
Roddick. The company was headquartered at Croydon, London, United Kingdom
(thebodyshop.in 2018). The initiation of the business of The Body Shop was done as a small
business in Brighton with just 25 products. In the year 2006, the company was sold to L’Oreal
for £652 million; and Natura bought the company from L’Oreal for £7880 million. At present,
The Body Shop has presence in 66 countries all over the world and employee base of the
company is 22,000. The Body Shop has a product portfolio of more than 300 products. One of
the major initiatives of The Body Shop was the prohibition of cosmetic testing on the animals. At
the same time, The Body Shop is regarded as the first company that introduced Fair Trade in the
beauty and cosmetic industry (thebodyshop.in 2018).
Purpose of the Report
The main purpose of this report lies in addressing different marketing related aspects of
The Body Shop. The presence of three sections can be seen in this report. The purpose of task
one is the analysis of the needs, wants and demands of the customers of The Body Shop. The
purpose of task two is the analysis and evaluation of various aspects of marketing environment in
The Body Shop. The purpose of task three is the analysis of the marketing mix related to the
company. A conclusion is drawn with the key findings of the whole report,
Needs, Wants and Demands
Importance of Understanding Needs, Wants and Demands of the Customers
In the development of effective marketing strategies, it is utmost important for the
marketing executive of The Body Shop to take into consideration the needs, wants and demands
of their customers. Needs are the basic requirements of the customers where wants of the
customers arises based on the needs of them. The demand of the products can be seen when the

3MARKETING AND COMMUNICATION
customers are willing to buy and have the ability to pay (Armstrong et al. 2014). Following
shows the reason for The Body Shop to underrated these three aspects:
o The marketing executive of The Body Shop needs to have understanding about these
three aspects in order to know about their target markets and target customers.
o The understanding of these aspects helps in taking strategic decisions and their
implementation (Boone and Kurtz 2013).
o It will be also helpful in the promotion of the products of The Body Shop with the help
of effective advertisements.
o It is largely helpful for The Body Shop for the maximization of sales as well as profits.
o The understanding of these aspects helps in knowing demographic, socio-cultural
dimensions as well as level of income on the buying behavior of the customers
(Armstrong et al. 2014.
o It is also helpful for The Body Shop for the production of sales in specific target market.
Identification and Discussion of Market Orientation/Concept
The presence of different marketing orientation concepts can be seen; they are Production
concept, Product concept, Selling concept, Marketing concept and Societal Marketing concept. It
needs to be mentioned that The Body Shop adopts the Product Orientation concept for their
marketing purposes (Achroll and Kotler 2014). According to the product concept, the consumers
will favor the products that offer the most in three aspects that are quality, performance and
innovative features. It can be observed that the main target of The Body Shop is to bring
improvements in their consumer and beauty products in order to cater to the needs of their
customers. The main focus of the marketing strategies of The Body Shop is to put focus on the
continuous improvements of the products as the quality of products and improvements are the
major parts in the development of marketing strategies. The adoption of product orientation
concept is majorly advantageous for The Body Shop as the company becomes able in the
elimination of the costs to determine consumer preference and the development of new products
as well as services (Achroll and Kotler 2014).