Marketing Strategies of The Body Shop

Running head: THE BODY SHOP
THE BODY SHOP
Name of the Student
Name of the University
Author Note

1THE BODY SHOP
Executive Summary
The given report is based on the company, The Body Shop. The company is a leading eco-
friendly cosmetics brands in the United Kingdom. The report follows a structured format
whereby the different aspects of the organization with respect to the marketing and related
strategies have been discussed adequately. The report discusses the three tasks and provides
adequate theory and examples with the same. A conclusion wraps the report.

2THE BODY SHOP
Table of Contents
Introduction......................................................................................................................................3
Task 1: Needs, Wants and Demands...............................................................................................4
Part a............................................................................................................................................4
Part B...........................................................................................................................................5
Task 2: Marketing Environment......................................................................................................5
Part A: Relevance of an organization analyzing the marketing environment............................5
Part B: Macro environmental factors...........................................................................................6
Part C: Competitor Analysis........................................................................................................7
Part D...........................................................................................................................................8
Part E...........................................................................................................................................9
Task 3: Marketing Mix..................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

3THE BODY SHOP
Introduction
The Body Shop International Limited is British perfumes skin care and cosmetics
company which was started by Anita Roddick in the year 1976. She started the company by
mixing her own products and altering the look with a new idea which could go a long way in
assisting the business to perform well. Her vision is being followed by the company religiously
and this has gone a long way in assisting the organization to become what it is today
(Thebodyshop.com. 2018). The company has 2000 stores currently in 66 countries and more than
20000 customers work for the brand.
The Unique selling point about the company is that it looks out to send one of the finest
and ethically sourced ingredients in order to create products which are natural in nature and tend
to have a positive impact on the image of the company. The primary purpose of the brand is to
enrich their products and help the planet. They run on a community trade program and are 100%
vegetarian and have strong laws against animal testing. Primarily based in East Croydon and
Hamptons, the company is currently owned by the cosmetics giant Natura. Earlier 2006 to 2017,
the company was owned by L’Oréal and was sold to Natura in 2017 for a deal of £880 million.
For any company to be successful in the long run of the business, it is very crucial for it
to ensure that it is successfully able to address the needs of the business environment and design
the products accordingly (Lasserre 2017). The report follows a structured format whereby the
external environmental factors relating to the Body Shop will be analyzed followed by the
marketing mix strategy as adopted by the organization. The importance of understanding
consumer needs shall also be highlighted.