Promotional Element of Marketing Mix: The Body Shop Case Study

This report analyzes the promotional element of marketing mix in The Body Shop case study. It covers the company's marketing and promotional activities, including social media and email marketing, and how they have helped the company build a positive brand image and beat competitors in the skincare and cosmetics industry.

Measuring Marketing is one of the mots important
functional areas of business because it helps the
firm attain primary objective of increasing
profitability. Modern marketing has evolved to also
include focus on improving consumer experience
and providing consumers additional value in order
to gain consumer loyalty. Effective marketing has
helped business firms gain competitive edge in tier
industry and also build a brand image which
supports long-term survival and profitability of the
company. This company is headquartered in
Brighton, United Kingdom and offers cosmetics,
skincare and perfume products. The company was
formed in the year 1976 and is currently available
in 3,000 locations all over the globe. The Body
Shop has created a global workforce of 10,000
employees. Marketing activities and tactics have
played a critical role in global success and
profitable survival of the company in the cut-throat
skincare and cosmetics industry. This report looks
at the promotional element of marketing mix.
The place element of the marketing mix focuses on the
distribution channel used by the company to provide
consumers easy access to their products and services.
This report looks at the Promotional element of the
marketing mix. Promotion is related with
advertisement and marketing of products which the
company is providing to consumers. This element of
the marketing mix has high significance because it
helps the company build positive relationships with the
consumer. In addition to this promotional element of
the marketing mix ensures that the consumers are
communicated effectively and messaging of the
company influences to purchase the products or
services of the company.
The promotional element of the marketing mix is
described in relation to The Body Shop.
MAIN BODY
Promotion element of The Body Shop
Marketing mix refers to all the actions taken
by a company to gain the interest of the consumer
and increase the sale of the products. Traditionally
marketing mix only contain four elements. These
elements are product, price, promotion and place.
The product element of the marketing mix includes
the products or services offered by the company. The
price element of the marketing mix includes the
pricing strategy and tactics adopted by the firm to
increase sale of he company. The promotional
element of the marketing mix covers the marketing
and promotional activities of the company.
Introduction to Business Studies
INTRODUCTION

The Body Shop which is a skincare, cosmetics and
perfume company provides range of products to
consumers according to the preferences and likes
of consumers in the market. In many countries The
Body Shop is selling its products and all the
products range according to consumers and market
demand. But at times providing different and
variety of range creates problem because it
requires proper management in terms of
advertisement and in promotional activities.
Mainly the promotional methods are used to
provide the consumers the products which the
company will be selling and why their products are
different to the other competitors in the market.
The Body Shop uses social media channels in
which most of the people are having their accounts
and it is also a easy method which helps to
communicate consumers at a faster rate.
They usually make the announcement of products
on the social media which helps them to approach
to consumers faster. The promotions are helpful for
the business because of higher competition in the
market. Promotions are only used to connect to the
consumers and The Body Shop usually provides
those products only which can be demanded by
consumers in the future time.\The Body Shop also
uses the E-Mail marketing in which they send
mails to consumers about the products and the
prices at which they are offering. The
advertisement and promotional activities of The
Body Shop is different and unique because they
develop those things on the basis of current
demands of consumers. Their advertisements are
so different that they influence consumers to buy
their products. Promotion plays a very important
and effective role because it helps in increasing the
brand awareness and because of making
promotions on social media the company have
earned good value and insights in the mind of
people. The Body Shop is famous for its
innovation which they make in the cosmetics range
and perfumes. already developed its good image in
the market so launching such type of promotional
methods is also helpful for the company to develop
its brand image and also their revenue.
The best innovating promotional strategy which is used
by The Body Shop is that they provide seasonal sales on
the basis of occasions which can be either on Christmas
or in new year. In which they provide around 50%
discount to the customers which creates a higher revenue
for the company. As the company have already developed
its good image in the market so launching such type of
promotional methods is also helpful for the company to
develop its brand image and also their revenue.
The Body Shop has always tried to work in ethical terms
in which they are involved in different promotional
activities and different campaigns which has helped in
improving the standard of the brand. This is also the best
strategy of a company because it has been seen that 80%
of people likes to use the products of those companies
who are working towards the environment and social
issues. This has not just happening in one country where
they have their business but they are doing in other
countries also.

Their products are also made environment friendly because of which the Anti
animal testing campaign of company have become very successful. The Body
Shop is also having its own websites in which they promote their products. In
Indonesia, they have developed the promotion strategy in which they have
developed a campaign of #BringBackOurBottles in which a customer has to
return the bottles in 25 days and with this they can take one new product from
them. The Body Shop have developed many new strategies in which the
societal marketing strategy and the use of plant based material are the most
highlighted one. Thus, they are using those promotional activities in which
the connection with consumers can be established in a very easy manner.
Promotional activities has helped the company to develop their good image in
the market and also develop the higher percentage of consumer base because
of which the company is earning huge profits. It is because of the promotional
activities that company have established its goodwill and have beat all the
competitors in the market. In the social except the website in which they
promote their products they also use different channels which covers
Facebook, Instagram where the consumer base is higher and they target
specific consumers. Thus, using that promotional method which will be
helpful for the company and will add to the higher customer base is essential.
CONCLUSION
From the above report it is determined that the four elements of the marketing
mix help the company attain marketing objectives by using various tactics.
The promotional element of the marketing mix is very important element of
the marketing mix as it helps the company efficiently communicate with the
consumers. In addition to this business firms are also able to develop positive
consumer relationships with the help of this element of the marketing mix.
Business firms utilize traditional marketing tactics along with digital
marketing tactics in the promotional element of the marketing mix so that
consumers are communicated by usage of various channels.
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