Marketing Mix

This presentation discusses the concept of marketing mix and compares its application by two cosmetic brands - Body Shop and Avon. It also includes a marketing plan for Body Shop, focusing on increasing sales through online and offline promotion tools. The presentation concludes with the importance of targeting the right market and utilizing different promotion platforms to reach more customers.

Marketing Mix
Activity - 2

Table of Content
• Introduction
• Comparative marketing mix
• Marketing plan
• Conclusion
• References

Introduction
Marketing mix is a combination of different elements which
help in the strategic planning to the management. With the help
of this practice important decisions regarding the different areas
of business is taken so that the overall objectives of the firm are
achieved. In order to understand this in more detail a
comparative analysis is done in this presentation where Body
shop is compared with Avon. Thereafter a marketing plan will
be made for Body shop.

Comparison In The Application Of
Marketing mix
Product A
• Body Shop
Product B
• Avon

Basis Body shop Avon
Product Here the products are made up of using the
natural ingredients which do not harm the skin
like that of others do. Apart from his packaging is
also done using such material which is
environmental friendly.
It produces skin care products for different skin types like the anti-
aging, clear skin for anti-acne etc. use of highly developed
applications are made to finish the production process. in order to
make the beauty products effective use of chemicals is done.
Place It has its different stores within and outside UK.
apart from this now the products are also
available through online platforms and customers
are provided with easy deliver, return and
collection services.
There are different models of selling which are utilised in Avon. It
distributes the broachers to the members in order to create
awareness about the new product. Also the customers are
facilitated with the option of franchise houses from where the
required products can be collected.
Continue…

Promoti
on
The most evident form of marketing is done by the executives
who are working in stores. They have complete knowledge about
the product and guide customer to make the best choice. It
highlights its brand as one which do not harm the society in any
way.
Avon does most of its promotion using discounts. It attracts
customers by giving attractive offers through different sites like
Nykaa, amazon etc.
Price The products are available at different range. It shows that
company does use competitive as well as premium pricing policy
to maintain uniformity in the sale of all products.
Avon adopts the modern pricing strategy as it offers the
products according to the customer it is targeting. Also it
analyses the other brand and accordingly set price for its own
offerings so that maximum customers can be attracted.
Basis Body shop Avon
Continue…

Physical
distribution
In order to maximise the sales company has
adopted multiple distributor so that it can reach to
customers even in those areas where it is not
possible to open the brand stores itself. It uses
direct sales, direct mail, online website orders, free
shipping etc. Overall increment in total number of
stores is also done so that other brands can be given
a close tough competition.
Avon use the direct distribution of products and also made
them available through different sites. it gives huge
discounts and maximises its distribution among the
customers. Salons are also used to contribute in sales.
People Body shop is known for being a responsible brand. It
does not get involved in any such practice which is
not ethical and hence manage the work force
effectively. Employees are well treated and ensured
good working conditions. Apart from this no fake
promises are made to the customers and are
delivered with the genuine products.
Here in order to carry out the operations effectively the work
force is given proper training and development. The work
force is made available with the required resources so that
they do not find any issue in carrying out their operations.
Basis Body shop Avon
Continue…

Process Body shop adopts a very open process of its product
manufacturing and use it as their USP. No use of animal
testing is done in its production which further add more
value to the brand. Maximum use of organic product is
done so as to make the brand fit for use.
The process used in production of Avon Products is
entirely different. It does make use of the chemicals and
other substances which may not be fit for all skin types.
Basis Body shop Avon
Continue…

Marketing Plan
Overview of company – Body shop is skin care fashion brand which was
founded in 1976 in England. It produces the homemade products and has made a
remarkable name in the cosmetic industry. Company has its outlets at global
level and is targeting both males and females by offering solution to different
skin care problems.

Mission - To passionately campaign for the protection of the environment,
human and civil rights, and against animal testing within the cosmetics and
toiletries industry. - to tirelessly work to narrow the gap between principle and
practice, whilst making fun, passion and care part of our daily lives.
Vision - Our predominant focus is on being a world-class retailer, offering our
customers prestige products at value-prices, with excellent customer-service
Objective – To increase the total sales by 25% in next 5 months using online and
offline promotion tools.
Continue..

Strength – Body shop has a very strong brand image and has huge number of loyal
customers which is of great benefit to brand. it has got effective suppliers which
strengthens them further in maintaining continuity in supply. Also this company has
got strong financial position in the market.
Weaknesses – The biggest flaw with this brand is that it does not involve much in
the promotion activities and believes in creating demand through mouth publicity.
Apart from this the options are also very limited and customers are not having many
choices.
SWOT analysis

Marketing Strategies
Segmentation – This is the process where the whole market is divided
into different groups who react in a similar manner. It would be done on
gender basis as almost similar products are purchased by them.
Accordingly, availability of products will be made and hence sales will
be ensured.

Tactical Marketing Mix
Product – An introduction of new hair and beard serum will be done which has
the capacity of resolving the different issues related to the hairs. The hair product
can be made in use by both males and females.
Price – The prices will be kept competitive so that customers can be attracted
using the brand image and goodwill.

Budget
PARTICULARS First month
Second
month
Third
month
Fourth
month
Fifth
month
Opening capital 2000 0 1200 1700
START-UP CAPITAL 6000
INVESTMENT 10000 10000 10000 10000 10000
TOTAL 16000 12000 10000 10000 10000
MARKETING OUTLAY:
MARKETING 7000 5000 3600 3200 2800
PUBLICITY 7000 7000 5200 5100 4800
TOTAL 14000 12000 8800 8300 7600
Closing capital 2000 0 1200 1700 2400

Conclusion
From the given presentation it is found that how the same concept of marketing mix is applied
differently by two cosmetic brands. Depending upon the vision and values of firms planning
regarding the different important areas of business is done. It is also evaluated that
in order to raise the total sales, it is important that there is proper formulation of different
tactics. By targeting the right market change in overall business can be identified. To raise
sales proper utilisation of different promotion platforms should be made so that more
customers can be reached.

References
Stokes, R., 2011. eMarketing: The essential guide to digital marketing. Quirk
eMarketing.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing
research. Harlow: Pearson.

Thank You