Report: The Body Shop's Marketing Campaign Against Animal Testing

This report examines The Body Shop's marketing and communications strategy, focusing on its campaign against animal testing. It begins by highlighting the importance of marketing campaigns and introduces the promotional mix theory, including advertising, public relations, sales promotion, direct marketing, and personal selling. The report then delves into the specific elements of the promotional mix employed by The Body Shop, particularly public relations, and discusses the advantages and disadvantages of each. It analyzes the promotional channels used by the company, such as websites and social media, and discusses the key messages and target audience of the animal testing campaign. The AIDA marketing model is also applied to explain the source attributes and key messages. Finally, the report suggests methods The Body Shop should use to maintain the effectiveness of its campaigning, concluding with an assessment of the company's efforts to promote animal protection through its marketing strategies. The report utilizes various sources and academic journals to support its analysis.

Marketing and
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Introduce the importance of marketing campaigns ................................................................1
2. Explain the Promotional Mix theory ......................................................................................1
3. Promotional mix element .......................................................................................................1
4. Conduct research and discuss the promotional channels .......................................................2
5. Discuss the key message in the fight against animal testing campaigning ............................2
6. Discuss the key target audience of the campaigning and their characteristics........................2
7. Using AIDA marketing theory, explain the source attributes and key message of the
campaigning................................................................................................................................2
8. Methods the body shop should use to maintain effectiveness for campaigning.....................3
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing communication can be defined as the process of communicating the different
way of desired market or communicating the people in general(Yousaf, 2016.). There are many
tools of market communication like advertising and personal selling. The body shop, is a British
cosmetics, perfume and skin care company. In this study, the promotion mix theory and their
element will be discussed. Also, various channels will be discussed.
MAIN BODY
Introduce the importance of marketing campaigns
Marketing campaigns is necessary in today's world and that is the best way to reach the
customers. The body shop has taken initiative to protect animals and started a campaign against
animals testing campaigns. By this campaigning, the company wants to stop the testing of
products on animals. The company is promoting its animal testing ban among general people for
the first time in US. The aim of this campaigning is to inspire millions of people to sign a
petition to United Nation so that UN can ban animal testing of cosmetics and personal care. This
helps body shop to be one up closer to their goals.
Explain the Promotional Mix theory
Promotion mix is the part of marketing mix and promotion mix is from one of 4p of
marketing mix. This mix consists of advertising, public relations, sales promotion, direct
marketing and personal selling. The body shop mainly do advertisement of its product through
fashion magazines and social media(Andrews and Shimp, 2017). To promote their products,
brand has their own websites to market them product. They use promotion mix theory to promote
their product on official website and also provide regular updates about them. The Body shop
uses environmental and social campaigns to promote their brand in consumer market.
Promotional mix element and discuss its advantages and disadvantage of promotion mix.
To fight against animal testing, Body shop has adopted public relations of promotion
mix. The organisation has hired public relation agency to work on this campaigning. By this
way, they can connect to common public easily. This campaigning helps them to fight against
animal testing through elements of promotion mix. Advertisement helps in creating brand
awareness amongst its customers but it is not effective in making final purchase decision of

customers. Public relations is the cheapest way of marketing through promotion mix. Also, this
element of promotion mix has risk of losing control. This helps the organisation to promote their
campaigning.
Conducting research and discuss the promotional channels
Body Shop uses different channels to promote its campaigning to fight against animal
testing. Company has their own websites on which they promote their campaigning and user gets
knowledge about it(Ji, Zhang and Yang, 2017) . Through social media, they advertise their
campaigning on Facebook, Instagram and twitter. People get aware about their campaigning and
also participate in them. The Body shop uses different channels to promote their campaigning
and from this. they get support from public. Promoting campaigning through different channels
helps them to make their campaigning more famous and company gets closer to achieve
thegoals.
5. Discuss the key message in the fight against animal testing campaigning
The Body shop is against testing cosmetics or skin care product on animals. They aim is
to fight against animal testing and for this purpose they aim at gaining maximum public support.
This company aim at growing cruelty-free and still continue to bring innovation in there product.
The company is growing without animal testing(Copley, 2015, November.). This company is
world's first to campaign again animal protest outside the United Nations. The company aim at
providing voice to animal that they don't have. The company aim at raising awareness and
support for there campaigning.
6. Discuss the key target audience of the campaigning and their characteristics
The company target mainly to there customers and make them aware about the wrong
practices going against animals. If, the customer is animal lover this is good for there
campaigning and target the customer that have cats or dogs as pets (Chun, 2016). This can help
the company to achieve its aim faster and also can reach to there ultimate goal. This campaigning
also helps the company to build good images in everyone eyes.

7. Using AIDA marketing theory, explain the source attributes and key message of the
campaigning
AIDA is used by companies for marketing and advertising of product and services. This
model is use by Body shop to spread awareness amongst there customers about the campaigning.
By this model consumer get aware about the brand and all the things a company is providing.
8. Methods the body shop should use to maintain effectiveness for campaigning
For this campaigning company can uses advertisement and social media sites to maintain
effectiveness of the campaigning. This can helps company to grow faster and achieve there
objectives. There objective is to promote there campaigning at large scale.

CONCLUSION
From this report it has been concluded that the Body shop company is working from the
betterment of animals protection. They are working on there promotion mix strategy to promote
there campaigning against animal testing.

REFERENCES
Books and Journals
Yousaf, S., 2016. Promotion mix management: A consumer focused Islamic perspective. Journal
of Marketing Communications. 22(2). pp.215-231.
Andrews, J.C. And et.al. 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop case.
Business & Society. 55(4). pp.528-549.
Copley, P., 2015, November. For the love of AIDA–developing the Hierarchy of Effects model in
SME social media marketing strategy. In Institute Small Business and Entrepreneurship (ISBE)
Conference.
Ji, J., Zhang, Z. and Yang, L., 2017. Carbon emission reduction decisions in the retail-/dual-
channel supply chain with consumers' preference. Journal of cleaner production.141. pp.852-
867.