The Body Shop Marketing Plan Marketing

MARKETING PLAN FOR
THE BODY SHOP
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:
AUTHOR NOTE:

INTRODUCTION
 What is Marketing?
Marketing is defined as the process of identifying and attracting the target customers of a
business organization in order to propel the sale of its products and services (Keegan 2017).
 Importance of Marketing
The importance of marketing in the scope of business can be categorized under the
following:
1. Building of positive brand image
2. Enabling customer engagement
3. Promotion of sales
4. Establishment of proper communication channels with the customers
1

OVERVIEW OF THE COMPANY
 The Body Shop is one of the leading cosmetics,
perfume and skin care companies in the world.
 The company was founded in Brighton in the United
Kingdom in the year 1976.
 The company has a range of over 1000 types of
products available in franchised stores located all
over the world (Thebodyshop.in 2020).
 The company is a subsidiary of the Brazilian skin
care and cosmetics company Natura & Co group.
2

IDENTIFICATION OF TARGET
SEGMENT
The target segment for the company The Body Shop can be identified using the method of
market segmentation based on demography, behavior, geography and psychography of the
customers.
3
Demography:
Mostly female individuals within
the age group of 16 to 65
Middle to high income groups
Geography:
Individuals from the countries in
which the company operates
Individuals belonging from both
urban and rural areas
Behavior:
Individuals who are beauty
conscious
Individuals who use premium
quality products for skin care
Psychography:
Individuals with brand loyalty
Conscious individuals who prefer
using authentic products
(Thebodyshop.in 2020)