Marketing Essentials: Strategies and Analysis

This document provides an overview of marketing essentials, including the marketing mix elements and strategic marketing planning. It compares the marketing practices of Body Shop and Yardley London. The document also includes a strategic marketing plan for Body Shop, along with its vision, mission, and objectives. Suitable for students studying marketing or business courses.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Covered in PPT............................................................................................................................1
PART 2............................................................................................................................................1
a. Comparison of the ways marketing mix elements are use by two organisations.....................1
b. Strategic marketing plan. ........................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is characterised as procedure of involving potential clients together with
customers with the commodity or service that are offered by an entity. It is said to creating wants
along with needs which did not exist till the date (Baker and Saren, 2016). It is an activity and
subprogram to make, transmit, deliver and share offerings which comprises values for partners,
society and customers at large. Marketing is a necessity for all business in present world as the
entire practices or operations of the company are dependent on it. To understand marketing
essentials, Body Shop is selected which leads in cosmetics, perfume addition to skin care
products. The headquarters of the company are situated at London, UK. It offers diverse products
through owned as well as franchised stores on more than 60 nations. The present report includes
comparison among two organisation in the ways they apply marketing mix to marketing
planning process so to achieve business objectives. It also includes marketing plan for the entity.
PART 1
Covered in PPT
PART 2
a. Comparison of the ways marketing mix elements are use by two organisations.
Marketing mix is set of actions which assist business managers for promoting the brand
along with products in targetted market ( Campbell, Martin and Fabos, 2018). It is a framework
that combines several components for solidifying as well as strengthening the product's brand
and selling the commodities. It is a concoction of manageable marketing variables which
company adopts for pursuing sales level in target market.
Body Shop: It is UK based cosmetic entity which deals in perfumes, cosmetics,
fragrances and skin care items (Body Shop, 2019). It has diverse product range and various
owned as well as franchised stores in international market. The company has commitment to
become world's ethical addition to sustainable business.
Objectives of Body Shop: The organisation aims to achieve following objectives:
 To grab attention and enhance customer base by maintaining brand loyalty within
potential clients.
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 To become leading business that performs the practices in ethical and sustainable
manner so to lead ahead in competition.
Body Shop is one of cosmetic company that has huge competitors residing in the market
because of increasing number of cosmetic buyers. Herein, the enterprise has similar objectives as
Yardley London, which is another cosmetic brand that deals in fragrances, toiletry and cosmetic
related products. Below is the comparison among both organisations regarding the ways
marketing mix elements are used for achieving objectives:
Marketing mix
elements
Body Shop Yardley London
Product Body Shop is one of international
acclaimed organisation which have as
more as 1000 commodities under its
umbrella. The company follows
diversified product portfolio strategy
that involved commodities as per all
skin types and various products are
categorised under bath and body,
make up, fragrances and other
cosmetic products (Eng, 2017).
Yardley London is British
entity and one of oldest
business having specialisation
in diversified products. The
entity focuses on offering
commodities having varied
nature along with portfolio
strategy and deals in
fragrances, shaving system,
bath and body, skin care along
with other toiletries products.
Price Body Shop mainly targets women
from international cities together with
urban class who are more conscious
for their beauty and health, have
belongings with high income group
and are more focused towards eco
friendly products. For competing in
market, it adopted competitive
pricing strategy in which product
prices are kept at par as compared
Yardley London maintains
quality level of its products
with out compromising with
utilisation of raw materials.
The company targets premium
along with middle segment,
hence charges prices that are
higher then competitors. Thus,
at Yardley London, premium
pricing is used for justifying
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with rival brand prices. quality as well as standards
with all the products starting
from 10£ (Hair , Page and
Brunsveld, 2019).
Place Body Shop has enhances its presence
in around 3000 stores in which some
are owned while some are franchisee
stores. International presence of the
company includes more than 60
nations in which some are Canada,
Portugal, India, Belgium, Indonesia,
Finland, Bangladesh, Belgium,
Bangladesh, Korea and France.
Yardley London has existence
in diversified nations and has
multi retailed outlets.
Organisational products are
sold in countries like
Australia, Asia, USA, Middle
East, Europe and various parts
of Africa. It also sells its
products thorough owned e-
commerce portal as well as
other e-commerce portals in
various countries.
Promotion Marketing team of Body Shop uses
distinct promotional strategies for
promoting the brand name within
diversifies customer market. The
company adopted societal marketing
concept to encourage utilisation of
plant based material (Larson and
Draper, 2015). It has also tie-ups with
various shopping portals so to sell its
commodities online. To promote the
brand, it uses campaigns, print media,
social media advertisements, bill
boards and digital media techniques.
Marketing department of
Yardley London spends
extensively for promotional
activities. It has adopted
various promotional strategies
such as sponsorships, print
media adverts, social media
and television advertisements.
It also uses celebrities to
endorse the products.
People At Body Shop, there are wide types At Yardley London, there are
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of people working in the entity. At
present, the company has employed
more than 10000 people who
executes distinct activities including
managing customers, distributing
products, acquiring finance,
improving sales and producing wide
products.
around 6 employees who
provides wide kind of services
including distribution,
manufacturing, marketing,
customer relationship
management and financing for
managing all operations.
Process Body Shop managers have adopted
simple procedures to sell the
products. They have adopted
uniformity in offerings, ease service
delivery addition to service
consumption procedure which makes
easiness in providing products to
customers.
Yardley London has adopted
distinct procedures including
customer focus, research and
development, acquiring raw
material, manufacturing,
featuring products and
transportation to reach the ned
users and making them feel
healthy after product usage
(Malhotra, 2015).
Physical Evidence Physical evidence of Body Shop are
in form of its real stores, online or
offline portals that saves efforts, time
addition to cost of audiences. The
company has also launched its mobile
apps that helps customers to get
complete information about all
product in context to its price,
quantity, colour, raw material usage
and many more.
Yardley London displays all
the necessary information
about the product on its
packaging which includes
directions to use, price, expiry
date, manufacturing date, raw
material used and batch
number which acts as physical
evidence for the commodities.
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b. Strategic marketing plan.
Company overview
Body shop is a cosmetic, skin care and perfume company which is founded in 1976 by
Dame Anita Roddick. The company is owned by a Brazilian parent company which also deals in
cosmetics named Natura & co. Body shop is situated in London, UK and its headquarters are
also in London (Muralidharan and Raval, 2017). The company wants to expand its customer
base and becomes the leader in cosmetic and skin care industry.
Vision
Body shop's vision statement reflects their intention of expanding their customer base.
There concentration is on their customers, they are providing good quality and safe cosmetics to
their clients. Body shop vision in long run also to become the leader in the market and becomes
the best cosmetic and skin care goods provider.
Mission
The aims of Body shop is and they dedicate their business to the social and
environmental change. They take initiatives by starting campaigns against animal testing and
spreading awareness in public through these campaigns. The company also focuses on
maintaining the balance between the needs of their staff, stakeholders and other related parties to
their organisation in creative manner.
Strategic objectives
 Their objective is to become worlds most ethical and sustainable global brand for
cosmetics and skin care products.
 Company has targeted 14 new markets for near future that will be accountable and take
responsibilities of new operations and commitments (Nirschl and Steinberg, 2018).
 Body shop is working in regenerating more natural habitats for fulfilling their mission of
social and environmental good.
 More environment friendly and less harming practices are being developed by company's
professionals.
 They are ensuring to use 100% natural ingredients in their cosmetics and skin care
products for providing best quality and safe
SWOT Analysis
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Strength Weaknesses
 Wide range of products which are
offered by company.
 Huge network of franchisees in more
then 60 countries.
 Less control over proprietors due to
franchising system.
 Less advertising of offered products
and services.
Opportunities Threats
 Increasing awareness of natural and
eco-friendly products.
 Increasing digitalisation and online
buyers.
 Economic downturn is the biggest
threat.
 Increasing competition is another
threat.
Strategy
Product development strategy is adopted by company in which they are developing new
products which are made of all natural ingredients and which are 100% safe for all skin type and
renders best results.
STP
 Segmentation- Body shop segment their market by Higher income, urban man and
women.
 Targeting- The company has targeted beauty and health conscious women of higher
income group.
 Positioning- The positioning strategy is luxury natural care for the body.
Marketing mix plan
 Product- The products which company is offering are the same but with expansion and
increasing awareness about environment Body shop is now manufacturing products with
100% natural ingredients. They are aiming to provide best quality goods to customers in
order to attract more and more people and increasing their customer base.
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 Price- The prices of products company is offering is high as they cater to high-end
people or customers. The company's main focus is on providing eco-friendly products to
customers of all diversified locations even if they are bit costly. This tells that company's
product offering prices are high.
 Place- Body shop has increased their distribution channel as they are aiming towards
expansion and increasing their customer base (Perreault, 2018). Therefore, company is
increasing its target market so that they can become more reachable for potential buyers.
Body shop is targeting 14 new marketplace in different geographical regions applying
diversification strategy.
 Promotion- For promotional actions organisation is can make use of social media. As
digital technology is becoming part of day to day life of people. Therefore, Body shop is
using its different social media accounts to spread their word in public. Also they can use
advertisements and billboards to be more attractive as many people will see it every time
they pass through that area.
 People- Key resource of every organisation is their employees and the expertise they
hold. Therefore, Body shop managers can provide training programs to their staff for
making them understand and learn the new ways of manufacturing along with the new
eco-friendly systems. This will enhance their skills and expertise and personnels will
become more competent and valuable for entity.
 Process- The way in which company is performing their activities reflects their
processes. Body shop is changing their processes as they are expanding with motive of
eco-friendly products and systems (Rowley, 2017). Therefore, they are making
amendments in their processes and making them environment friendly which are less
harmful for the atmosphere.
 Physical Evidences- Company's goal is producing natural good quality products to offer
to its customers. As Body shop is becoming part of many campaigns which are against
animal testing and which are more in favour environment. Also, different promotional
actions which company is taking are proof of their physical presence. Outlets and stores
Body shop is opening in different regions and on global level are another evidence of
there physical presence.
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CONCLUSION
The above discussion concludes that marketing has significant role in a business.
Marketing mix constitutes 7 element that are physical evidence, product, people, process, price,
promotion and place that helps institutions to achieve objective. Marketing plan is ongoing
comprehensive document which generally outlines marketing efforts of business. It acts as
blueprint that states the ways marketing strategies are implemented and combination of resources
are utilised for achieving objectives that business has set.
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REFERENCES
Books and Journals:
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Eng, P., 2017. Erste Schritte im Online-Marketing. Suchmaschinen-Content-Soziale Medien,
Wiesbaden.
Hair Jr, J. F., Page, M. and Brunsveld, N., 2019. Essentials of business research methods.
Routledge.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das influencer marketing: grundlagen,
strategien und erfolgsfaktoren. Springer Gabler.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rowley, J. E., 2017. Information marketing. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Online:
Body Shop. 2019. [Online]. Available through: <https://www.thebodyshop.com/en-gb/>
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