Promotional Element of Marketing Mix: The Body Shop Case Study

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