Strategic Analysis of The Body Shop

Running head: STRATEGIC ANALYSIS OF THE BODY SHOP
STRATEGIC ANALYSIS OF THE BODY SHOP
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STRATEGIC ANALYSIS OF THE BODY SHOP
Table of Contents
1.Introduction.................................................................................................................2
2.The Promotional Mix theory.......................................................................................2
3.Discussion of the promotional mix element................................................................3
4.Discussion of the promotional channels used by The Body Shop..............................3
5.Discussion of the key message in the fight against animal testing video campaign...4
6.Discussion of the key target audience of the video campaign and their
characteristics.............................................................................................................................4
7.Using AIDA (Attention, Interest, Desire, Action) marketing theory, explaining how
the video campaign’s source attributes and key message achieve The Body Shop’s new
objective.....................................................................................................................................4
8.Discussion of one method The Body Shop should uses to measure the effectiveness
of the video campaign................................................................................................................5
Conclusion......................................................................................................................5
References......................................................................................................................6

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STRATEGIC ANALYSIS OF THE BODY SHOP
1.Introduction
Effective marketing is based on the ways by which the marketing related activities of
the organizations which helps in the creation of a profitable position in the industry. The
marketing based campaigns are created by the organizations with for the purpose of fulfilling
the effective promotional activities. The efficient process of marketing is important for
making sure that the business can grow to any size.
The successful marketing campaigns are a result of extensive research that can help
the marketers to form an advertisement that can help in providing details to the customers.
The creation of awareness about the product is also an important part of the marketing
campaigns that are designed by the marketers (Nour and Almahirah 2014). The discussion
will be based on the marketing campaign that has been undertaken by The Body Shop in
order to reach the target customers.
2.The Promotional Mix theory
The promotional mix of an organization can be defined as the blend of the
promotional variables that helps in describing the ways by which the marketers are able to
reach the goals that have been set by them. The promotional mix of an organization is further
considered to be a subset of the marketing mix. This process is also considered to be a way
by which the organizations are able to allocate the budget of different promotional activities.
The activities of the promotional mix of an organization can vary at different points of time
(Kitchen and Burgmann 2015). The four major elements of marketing mix are,
Advertising, which is based on the non-personal communication that is done by the
sponsors.