Marketing Essentials: The Body Shop Marketing Mix and Plan

This presentation discusses the marketing essentials of The Body Shop, a cosmetic company founded by Anita Roddick. It covers the marketing mix, including product, price, place, and promotion, as well as the marketing plan, which includes situation analysis, objectives, evaluation of strategy, and action plan. The presentation highlights the importance of effective marketing in achieving desired goals.

Marketing Essentials

Table of Content
 Introduction
 Marketing Mix
 Marketing Plan
 Conclusion
 References

Introduction
Marketing is a crucial process of an organisation which is very helpful in attracting large
number of customers. This will lead to increase profits and achievement of desired goals. This
presentation is based on Body Shop which is dealing in cosmetic industry as well as offering
high quality products to customers. The Body shop company was founded in the year of 1976
by Anita Roddick.

Marketing Mix
Marketing mix refers to the set of actions as well as tactics that is used by organisation to
promote its services. It is essential for organisation to compare its marketing activities with
rival company. This will help in gaining better understanding about the marketing mix of
different organisation. Marketing mix of The Body Shop and Maybelline New York is mention
below:
Basis The Body Shop Maybelline
Products This company is providing different types of
skin care products. The major products of
respective company is shampoo, conditioner,
soaps, oil, lotions and many other products. It
includes product line for all skin types such as
normal, oily, sensitive, dry and combination
skin.
Maybelline company is offering different types
of cosmetic and make up products. Products
portfolio of respective company is eyes
shadow, mascara, eyeliner, lipsticks, make up
tools, creams and various other products.

Cont.…
Price This company is developing products with high
quality which includes natural ingredient. The
Body Shop organisation is adopting competitive
pricing strategies in order to gain competitive
advantage over other rival companies.
This company is offering products which is
helpful in full fill requirements of customers.
Maybelline company is using premium pricing
policies while offering its high quality products.
This is helpful in gaining more profits.
Place The Body shop organisation is operating its
functions in different part of the world. This
company is placing its products in Body Shop
outlets as well as offering its products through
online media.
This company is offering its products in
worldwide area. Maybelline company has strong
marketing chain which is helpful in delivering
its products different parts of the globe. It
includes distributors and retailers so that
manufactured products reach to potential
customers.

Cont.…
Promotion There are different promotion tool and
techniques used by respective company in order
to promote its products in market area. The
Body Shop organisation is promoting and
advertising its products though traditional as
well as modern methods. This is helpful in
attracting large number of customers towards
organisation.
Maybelline company is adopting different types
of promotional techniques which is helpful in
communicating its products to potential
customers. Promotion includes, new paper
advertisements, online media and so on.
Process The body shop company is using all natural
ingredient and raw material in manufacture of
products and services (Puddle, 2015). This
process of product development is helpful in
manufacturing high quality products and
meeting with customer requirement.
Respective company is conducting an effective
marketing research in order to identify
customers requirement. It is using innovative
techniques in its business process.

Cont.…
People People refer to all employees who are working
with their full potential to perform business
operations in effective manner (Malhotra,
2015). This company is providing training to its
employees which lead to increase in their skill
as well as performance. People of The Body
Shop play a crucial role in achievement of
desired objectives.
Maybelline company is hiring talented and
skilled employees while performing business
operation. By hiring highly talented employees
this company will be able to perform task in
effective manner.
Physical Evidence The physical evidence of respective company is
its highly maintained outlets. This company is
offering its products though The Body Shop
outlets which have very clam and relaxing
environment. Staff member of respective
company is helpful in meeting with customers
requirement.
This is a well known company which has high
brand image. Its brand image and market value
can be consider as its Physical evidence. This
lead to attract more customers to respective
organisation.

Marketing Plan
Marketing plan refers to set of activities that is develop with the motive of achievement of
desired objectives. This is a framework that includes various business activities and marketing
plan in respect to The Body Shop organisation is mention below:
Situation analysis –
 Strengths
 Weakness
 Opportunity
 Threat

Cont.…
Objective- The SMART objective of respective company is mention below.
 To enhance 20 % market share by providing effective customer servers in order to increase
profits within three months.
 To develop better relationship with potential customers within 4 months in order to
increase sales by 30%

Cont.…
Evaluation of strategy- Once smart objective is identified this company needs to develop
strong business strategies. This includes strategies related to segmentation, targeting and
positioning.
 Segmentation
 Targeting
 Positioning

Cont.…
Action plan- At this stage company needs to actually implement the strategies in order to
achieve desired goals. This includes marketing mix which is mention below.
 Products
 Price
 Place
 Promotion

Cont.…
Marketing budget

Conclusion
As per the above report it can be summarised that marketing function is crucial part of
organisation. Functions of marketing is responsible for promoting products manufactured by
company as well as increase sales. Marketing mix includes 7 P's that is helpful in developing
better business strategies. Effective marketing plan will lead to achievement of desired goals.

References
 Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
 Puddle, T., 2015. Marketing essentials for veterinary practices.In Practice. 37(5). pp.259-
261.

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