Portfolio: Marketing Mix and Market Research of The Body Shop

This portfolio provides detailed information on the marketing mix and market research of The Body Shop, a British cosmetics brand. It includes an analysis of the product, promotion, place, price, and marketing mix elements, as well as a critical self-reflection. The portfolio is a comprehensive study of The Body Shop's marketing strategies.

Portfolio

Table of Contents
Contents
INTRODUCTION...........................................................................................................................4
Market Research.....................................................................................................................4
Product....................................................................................................................................6
Promotion...............................................................................................................................6
Place.......................................................................................................................................7
Price........................................................................................................................................7
Marketing mix(7Ps)................................................................................................................8
Critical self Reflection............................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Portfolio is comprehensively said to be as the several investment done by the entity for
carrying out the project and enhancing success of the same the company. Portfolio of the entity
provides detailed information about its products, services and many other things. The mix of the
marketing model plays crucial role in development of company as it leads to management team
and provide them adequate knowledge on the several strategies adopted by them for maximising
their profitability within the same industry. In this present report, The Body Shop has been taken
as the main company. The respective company deals British cosmetics, perfume and skin care
products. It is the international brand which has its strong presence at global level. The Body
Shop was incorporated in the 1976 and headquartered in United Kingdom. The present report
will provide detailed knowledge on all the elements of the marketing mix which supports an
entity in maximising its sustainability within the same industry. Also, it will include
questionnaire too that would provide support to the company in gaining primary information.
Furthermore, appropriate recommendations would be provided. Lastly reflective stated
associated with the same business would be covered in the project.
Market Research
Market research has been effectively conducted for determining the overall knowledge on
the market condition including the changing taste and preferences of the customers. This
developed knowledge from the marketing mix allows company in determining new strategy with
which they can satisfy the customers and fulfil their needs and requirement and maximise their
profitability with the support of the customers in rightful manner. Market research is mainly
conducted for finding out best strategy with which they can they can maximise their profitability
effectively.
Market research is basically considered as the systematic methodology that has been
followed by the business manager in order to inform its business decisions to the respected
persons in rightful manner. It basically includes core six steps such as Your “Problem”,
Determine Your “Research Design”, Design & Prepare Your “Research Instrument”, Collect
Your Data, Analyze Your Data and Visualize Your Data and Communicate Results. With
reference to the present study, the marketing manager of The Body Shop effectively makes use

of below mentioned diagram of the market research process. Here, each and every stage of this
project have been mentioned below in detailed manner:
Define objective and problem: This is the first and foremost stage where marketing manager of
The Body Shop develops effective objectives and problems for which they are planning to
conduct detailed marketing research.
Determine research design: After identification of the core problem and research design has
been finalised by the manager in order to provide appropriate structure to the same. This works
as the guidelines for the whole project team.
Design & prepare research instrument: In order to carry out effective research the respective
manager of The Body Shop makes use of questionnaire as its core research instruments.
Sampling and data collection: In this data gathered by effectively making use of primary
method of data collection in order to gather raw and first hand information that would definitely
contribute in maximising the knowledge of the company about its customers taste and
preferences.
Analyse data: The overall gathered data is further analysed by the investigator by making use of
quantitative method in order to make the calculations easier and outcome more accurate.
Visual & communicate results: this gathered information would be definitely communicated to
all the proposed persons with the usage of the presentation as well as written method of email.

Product
Product is basically acknowledged as the commodity or the goods which are being offered
by the company in the exchange of the money. Businesses not only charges for products but they
do charges for the services which are being offered by them effectively. The Body Shop offers
huge variety of products to its customers who are suitable for all skin tones such as oily, rough,
etc. It product portfolio includes Gels, body washes, hand and foot cream, spa, scrubs, soaps,
deodorants, body oils, body butter, etc. The core concept of the company while offering these is
to provide complete range of products to customers from the personal care to the cosmetics so
that they retain customers loyal for them for longer period of time. In order to keep the interest of
the company on the respective manager focuses on making use of product development strategy
according to which they add on new product range to its product portfolio for attracting
maximum number of customers towards them effectively.
Promotion
Promotion is basically acknowledged as the effective marketing activity that is being
adopted by the businesses for enhancing awareness of its customers about the product and
services so that they can make decision of buying the same product. Promotion marketing mix is
helpful for the company in maximising its sales performance by attracting maximum number of
customers towards them. With reference to The Body Shop, the respective company makes use
of the social media, online marketing, website based promotions, sponsoring, social campaigns
and several other forms of promotions in order to grab attention of maximum number of
customers towards them. In addition to this, it will also maximise the sales performance of the
company. In addition to the social media would be taken as the main marketing communication
method that would be used by The Body Shop for communicating their product and services
among the potential customers so that their profitability can be maximised effectively.
Place
Place is generally taken as the specific area that is being used by the company to sell its
products and facilities to clients. It is highly significant for the businesses to develop their core
understanding on the place while developing effective marketing mix as it allows them awaring
its customers that from where they can easily approach the facilities and packages delivered by
firms to them. The core benefit of this element of the marketing mix is that it increases sales
performance of the company as the customers know specific areas from where they can buy

products and services. This would definitely maximise the profitability of the same entity in
rightful manner.
Place management is commonly seen as the effective process through which individuals
or business effectively makes the place better from where customers can buy their required
products and services. This is effectively done by the setting effective standard of operations.
With reference to The Body Shop, it can be said that the respective company effectively
emphasizes on maintaining and improvising its current location for providing better experience
to the customers. At the same time, the respective company also provides facility of online
purchasing so that they can easily order their products and services from the online medium
which ultimately increases their sales performance as well as profitability. In addition to this, it
also improves the sustainability of the company at market. This also results in the increase of
market share of the same company in effective manner. Apart from this, the respective company
also offers its products and services to the customers in several supermarket and other retail
stores where other body care, skin care and other cosmetics are available for the customers.
Price
Price is basically acknowledged as the monetary value of the particular product or service
which is being set by the company so taht they can charge it from the customers while selling
items to them. It is importamnt for the businesses to develop their core understanding on the
prices of the products so taht they can effectively fix the price of its products and attain
maximum profitability. It can be said that selection of the right price for the product and services
is highly important as if the company sets higher prices then they would definitely not be able to
attract its customers towards them whereas if the company sets prices very low then it wont be
able to survive at marketpalce for longer period as they are not able to attain required amount of
profitbaility. With reference to The Body Shop, the respective company makes use of premium
pricing strategy for its premium category products. On the other hand, the respecyive comapny
also offers some of its daily based essential products at affordable prices in order to attract
maximum number of the customers towards them for longer period of time. Apart from this, the
reseoctive company also makes use of several pricing tactics such as the discounts and other
attractive offers for influencing interest of the customers towards them at rapid manner.

Marketing mix(7Ps)
Marketing mix acknwoledged as the efefctive approach that is being used by the company
for comunicating several strategies adopted by them for increasing its sales performance in
effective manner. Along with this, it can be further said that there is the core requirement
develop effective jmarketing strategy with this sales performance in rapid manner. Also, it
provides better advertisement opportunities to the entity through whcih it can eeffecive
prommote, distribute and sell tehir products to its customers. All elements of marketing mix are
specified as below:
 Product- The Body Shop offers range of products and services to the customers. Here, in
order to attract the maxmim number of customers towards them, the respective researahc
and development team keeps on identifying several new prodcust or services which could
satisfy the customers requirements at extensive level. Here, The Body Shop must
introducing bathing cloths for its customers whcih would include wide range of products
such as towels, bath robes, hand towels etc.
 Price- In order to introduce new product the compamny would make use of economic
pricing strategies so taht they can also attract maximum number of customers towards
them and increase its sales performance in rapid manner.
 Place- New offering of The Body Shop would be offered its entire store across the world.
These would be available online medium.
 Promotion- Promotion of company would be done with the usage of social media as well
as online marketing methods.
 People- In order to make the new product successful the comapny must provide training
to the employees so that there produtivity can be increased effectively.
 Process- Through making facilities transparent for clients, firm could estimate right
number about how much clients would use the service.
 Physical evidence- The Company constantly maintains and update its website at constant
basis for keeping customers update about its new offering.
Critical self Reflection
While developing the e portfolio for The Body Shop I have gone through range of
experiences some among them were highly positive as well as motivating for me on the other
hand few of the experiences were not so good as at some point they have disappointed me a lot

and affected my overall performance with the same industry. In this project, i had developed an
effective e portfolio which have included detailed knowledge on several elements of the
marketing mix and strategies adopted by me for making it worthy at marketplace and grab
attention of the maximum number of customers towards them in rightful manner. The positive
experiences related to the same were that I was highly experienced and know basic knowledge
on these elements. This has made it easier for me to execute it in effective manner. Apart from
this, it can be further said that the overall experience of mine could have been better if I would
have taken advises from the other experienced people too. This indulgence of other people would
definitely contribute in maximising the overall outcome in positive manner.
The overall experience related to the same was not always good but at the same it has
taken few problems too which have influenced overall working practices of the same. Here, it
can be said that I had faced main problem while developing promotional plan related to the same
because, as the company is offering its products and services at premium range then it wont be
possible for the customers buy its products. Here, it can be said that usage of the effective
promotional strategies would directly contribute company in developing knowledge of the
customers regarding its affordable priced products too. While, choosing this strategy I faced
problem related to finalising best strategy that would contribute in increasing customers interest
towards them and maximise their sales performance in rightful manner.
With the help of this portfolio development I have developed my own skills such as
communication, research, presentation, collaborative working, time management and others. All
of these skills are developed by me from my own experience related to the same. Apart from
this, while emphasising on the weak or moderate skills which still requires to be developed are
IT skills, team working and others. These lack skills have been identified by me after taking
feedback from my superiors as well as team mates on my performance. In order to develop these
skills had taken few development classes that directly helped me a lot in growing myself and
finding out best possible way that could maximise their learning opportunities as well. In
addition to this, I would also say that the overall learning of mine have not be completed
effectively without the support of the superiors as well as tutors as they have assessed me at each
level and provided me appropriate guidance over the same by which I have developed my overall
learning. This would directly provide me support in maximising my learning effectively and
enhancing growth in my future.

CONCLUSION
After analysing all facts and information available in the section above, it has been analysed
that the portfolio of company provides descriptive knowledge on the products and services
offered by the entity and strategy adopted by them for attracting maximum number of customers
towards them in rightful manner. It has been later analysed that marketing mix is highly
supportive in developing detailed information about the market. It also provides adequate
knowledge on the several techniques and tools which allows businesses in grabbing attention of
the customers towards them that maximises their performance in rightful manner. In addition to
this, it is further analysed that conducting a market research is very supportive for the company
as with the information attained from market research the respective company can easily develop
new strategies according to the market place and influence the interest of customers towards
them.

REFERENCES
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