Marketing Management Report on The Body Shop

This report provides an overview of The Body Shop, their marketing orientation, competitor analysis, marketing mix and more. The report analyses the needs, wants and demands of customers, the market environment, and the pricing strategy of The Body Shop. The report also includes a competitor analysis and the current product and service strategy of The Body Shop.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................2
Overview of Body Shop.........................................................................................................2
Purpose of the Report.............................................................................................................2
Task 1- Needs, Wants and Demands..........................................................................................3
Answer to Question a.............................................................................................................3
Answer to Question b.............................................................................................................3
Task 2- Marketing Environments...............................................................................................4
Answer to Question a.............................................................................................................4
Answer to Question b.............................................................................................................5
Answer to Question c.............................................................................................................6
Answer to Question d.............................................................................................................6
Answer to Question e.............................................................................................................9
Task 3- Marketing Mix............................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
Overview of Body Shop
Body Shop was founded in the year 1976 by late British Environmental and human
rights campaigner Dame Anita Roddick. The company started the life as one of the small
outfits with just 25 types of products which were sold by them to the different customers. In
the early stage, it was seen that the customers were encouraged to recycle the entire
packaging as there were not enough bottles produced by the respective shop. Furthermore,
the respective body shop company mainly focused on the natural ingredients that were
ethically sourced and this was cruelty free in nature as well (Baker and Saren 2016).
In the year 2006, it was seen and analysed that Dame Anita Roddick sold the entire
Body Shop to cosmetics giant named L'Oréal which has a capital of more than £652m.
Additionally, it was noticed that in the year 2017, L'Oréal sold the entire organization to
Natura for more than £880 million. It was noticed that Body Shop is the first company which
prohibited the testing on different animals and this was also the first and foremost company
that has introduced Fair Trade to the entire beauty industry as well. Body Shop has more than
3000 stores in 66 countries and they sell more than 300 products to the customers as well.
Purpose of the Report
The main aim and purpose of the report is to analyse the different needs, demands
along with the wants of the different customers in the entire competitive market.
Furthermore, the marketing orientation which has been adopted by Body Shop has to be
discussed along with proper review on macro environment to analyse and identify the
different competitors of The Body Shop. Lastly, the marketing mix of The Body Shop has to
be analysed effectively which will improve the product offerings to the different customers in

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the market. The key competitors have to be analysed effectively and this will help in analysis
of the competitiveness in the entire market.
Task 1- Needs, Wants and Demands
Answer to Question a.
Needs is the marketing concept and it would be defined as the goods and services that
are required and desired by the different customers in the entire market (Baker and Saren
2017).
Wants is the other marketing concept which is the ultimate desire for the different
products and services which are not necessary for the shop or company, however it is
demanded by the various customers.
Demands is defined as the quantity of the goods and services that the businesses and
consumers are willing and would be able to buy at the provided price within the given time
frame.
It is essential in nature for Body Shop to understand the needs, wants and demands of
the different customers in the market due to the following:
 To analyse and know the target markets and target customers
 To help in maximising the overall sales and productivity of the organization
 To analyse and take proper strategic decisions and implement the same effectively
 To know and analyse the number of customers who are able to buy the products from
that organization (Cascio et al. 2018)
 To promote the various products with suitable kinds of advertisements which will
attract the different customers

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Answer to Question b.
The different marketing orientations or concepts are as follows:
 Product Orientation is wherein it is analysed that the superior products sold by the
company helps in increasing the productivity and this will attract customers.
 Production Orientation is which mainly focuses on reducing the costs through the
help of mass production. The business-oriented approach believes that the mass
production helps in reducing the costs and maximising the overall profit.
 Market Orientation is wherein organization puts customers as the heart of the
business and the different activities performed by them are in respect to the
customers.
 Sales Orientation is wherein focus of the organization is simple that helps in making
and selling the product to the target market to make the entire company profitable in
nature.
Market Orientation Adopted by The Body Shop
The market orientation which has been adopted by The Body Shop is market or
customer-oriented business which will help in improving the business in an effective
manner. In the Body Shop, it has been analysed and noticed that the company tries to respect
the choices and preferences of the customers as they are the heart of the business and this has
helped the company in producing the different products based on the preferences of the
customers which is effective in nature. The customer orientation approach helps the
customers in meeting with the long-term needs and wants in an effective manner (Lidstone
and MacLennan 2017).

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Task 2- Marketing Environments
Answer to Question a.
Market Environmental Analysis
Market Environmental Analysis is defined as the strategic kind of tool which helps in
identifying the different internal and external elements which can affect the performance of
the organization in an effective manner. The entire analysis helps in aligning the strategies
with the environment of the firm and these faces changes every day in an effective manner as
well (Kavaratzis, Warnaby and Ashworth 2014).
Importance for Organizations to Analyse Marketing Environment
The organizations need to analyse the marketing environment in an effective manner
as this will help in the following:
 It is essential for planning for the future
 It helps in understanding the demands of the customers
 It helps in tapping the different trends of the customers in the market and this will
allow the organization to produce the right products for the customers in the entire
market which is effective in nature
 Lastly, this helps in analysing the threats and opportunities as to analyse the
competitive advantage (Keller 2017)
Answer to Question b.
Analysis of Macro Environment of The Body Shop
Social Factor is the Body Shop mainly emphasised on different technical trends in
the entire society. It has been noticed that the modern society is mainly interested in the
fashion trends and so in the products sold by The Body Shop (Kavaratzis 2017). The entire

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society have a sense of the latest technology and they are eager to adopt the different
contemporary technical trends with proper innovations which is done by The Body Shop.
This is one of the opportunity for The Body Shop as this has provided them with different
opportunities to innovate the products sold by them which will play a prominent role in the
business of The Body Shop (Kotler 2015).
Environmental Factor is the other factor that mainly emphasises on various global
environment safety laws. The Body Shop can play an essential role in supporting the different
campaigns related to following the norms of making the planet pollution free (Panigyrakis
and Veloutsou 2015). The Body Shop is one of the top international brands which is mainly
focusing on the different kinds of norms on environment safety and making it pollution free
as well. This is a threat along with opportunity for The Body Shop as the opportunity is that
the company mainly focuses on reducing the pollution from the environment (Kavaratzis,
Warnaby and Ashworth 2014). On the other hand, it is a threat as there are different products
which are made from the plants and when this will be reduced, this will affect the entire
profitability of the organization in a negative manner.
Answer to Question c.
Competitor Analysis
Competitor Analysis is defined as the identifying the competitors and evaluating the
strategies as to determine the strengths and weaknesses which are relative to the own product
or service. Furthermore, the competitor analysis is essential in nature as this helps in
identifying the marketing plan for the company (Melewar and Skinner 2018).
Importance of Conducting Competitor Analysis in Body Shop
It is essential to conduct competitor analysis in The Body Shop as this helps in
identifying the present and potential competitors in the entire market. Furthermore, the

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positions of the competitors in the market is analysed which helps in analysing the strategic
groups (Piperopoulos 2016). The different strategic thrusts and objectives is required to be
analysed which will help The Body Shop in achieving the present and future strategies
effectively. The competitor’s responses to market and the competitive changes is analysed
effectively as well which will help them in minimizing their risks.
Answer to Question d.
Particulars Number of
Stores
Price Benefits Quality Types of
Products
The Body
Shop
3000 The pricing
strategy
which is
adopted by
them is
applicable
for the
premium or
the rich
profile
customers as
they sell
different
products
which are
branded in
nature
The benefits
gained from
the products
are the
customers do
not have any
such
complaints
regarding the
products sold
by them. The
company
mainly
specialises in
providing the
customers
with body
High in
nature
Different
cosmetics
along with
body mist
for the
female
customers.
Furthermore,
it includes
the different

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mist and
other lotions
as they
prepare the
same
naturally
Bath & Body
Works, LLC
2000 The pricing
strategy
which is
applied by
them is such
that all the
employees
can buy and
purchase
from them
and this will
be
competitive
in nature for
them as well
The benefits
gained from
the products
are that they
uses the
natural
ingredients
which are
suitable for
all skin types
and this
helps the
company in
attracting
more
customers as
well
High The
respective
company
mainly
focuses in
providing
shower gels,
lotions,
fragrance
mists,
perfumes,
candles, and
home
fragrances to
the different
customers in
the entire
market.
Sephora 360 The pricing The benefits Moderate The

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USA, Inc. strategy
which is
adopted by
them is only
for the rich
profile
customers
and they
have
segmented
their
products in
the same
order as well
gained from
the products
are they
mainly deal
with skin
care products
which are
effective and
the
customers
use the same
without any
complaints
respective
company
mainly
focuses on
the different
kinds of
unrivalled
selection of
makeup, skin
care,
fragrance
and more
from classic
and
emerging
brands.
Answer to Question e.
The information that has been gained from the competitor analysis of The Body Shop
includes that The Body Shop tries to change the products and services in accordance to the
different other competitors in the entire market. It has been seen that there are different
changes in the preferences of the customers and the company tries to adopt to such
behaviours accordingly as well (Seyed-Javadin et al. 2014).
The key findings from the competitor analysis is that the main competitor of The
Body Shop is Bath & Body Works, LLC which sells different natural body care products for

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the customers in the market. The benefits provided from the products of The Body Shop and
Bath & Body Works, LLC includes the various skin care products which are natural in nature
and this will help in receiving success (Tkotz, Munck and Wald 2018).
The information that is required to be considered by The Body Shop is that the
company needs to dedicate the business to the entire pursuit of the environmental and social
change. Furthermore, this helps in creatively balance the human and financial needs of the
stakeholders, employees along with the customers (McDonagh and Prothero 2014).
Task 3- Marketing Mix
Marketing Mix is defined as the combination of the different factors that can be
properly controlled by the organization to influence the customers to purchase the products.
The marketing mix includes the 7Ps such as product, price, place, promotion, process,
physical evidence and people.
Current Product and Service Strategy
Product- The products which are sold by them is diversified in nature which is used
for all skin types such as normal or oily skin. The products are based on age like for younger
generation and matured people which includes different face and fragrance related products
for the different customers.
Place- The Body Shop has spread their presence to more than 3000 outlets which are
either owned or let through the franchisee system. The international presence includes more
than sixty-six countries such as Belgium, France along with Italy. The distribution network is
strong and this helps in attending the customers in an effective manner (McDaniel 2014).
Price- The main target individuals of The Body Shop are the women from different
cosmopolitan cities and who belong from the urban class. The company has targeted the

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individuals who prefer eco-friendly products and the prices are exclusively in nature as well
(Scarborough 2016).
Promotion- The Body Shop has included the different environmental and social kind
of campaigns in the consumer market. It has different tie-ups with different shopping portals
that helps in selling the products online.
Pricing Strategy of The Body Shop
The pricing strategy which has been adopted by The Body Shop is the competitive
pricing strategy which helps them in managing their position in the market. It has been
noticed that the company has different other competitors in the market which are competitive
equally in nature (Tomczak, Reinecke and Kuss 2018).
The different products of The Body Shop are sold at different shops both offline and
online that will help them in managing their sales in an effective manner.
Conclusion
Therefore, it can be concluded that the marketing of the different products and
services of The Body Shop have been explained along with proper analysis of the needs,
wants and demands of the consumers. Furthermore, the market orientation of the respective
shop has been analysed which has helped them in managing the different differences in an
effective manner. Furthermore, the marketing environment has been analysed which has
included the competitiveness in the external and internal environment as well. It has been
analysed and seen that the competitor analysis has been performed for understanding the
weaknesses of the respective company along with analysing the strengths which will help in
maintaining proper effectiveness without much difficulties.

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It has been analysed and seen that the macro environment of Body Shop has helped in
understanding the different kinds of environmental and social factors which has caused huge
impact on the entire environment and this is opportunity and threat for the other competitors
in the entire market as well. Lastly, the marketing mix has been explained that has included
the different marketing mix 4Ps which has helped them in managing the products and service
strategy in an appropriate manner that has helped in implementing the strategy.

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References
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Comprehensive brand development for cities and regions. Springer.
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Kotler, P., 2015. Framework for marketing management. Pearson Education India.
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Routledge.
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Century (pp. 182-185). Springer, Cham.

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Piperopoulos, P.G., 2016. Entrepreneurship, innovation and business clusters. Routledge.
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Pearson.
Seyed-Javadin, S.R., Raei, R., Iravani, M.J. and Safari, M., 2014. Presenting a conceptual
model to explain the role of strategic management and planning in Islamic banking
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