MKG220 - Competitive Analysis Report: The Body Shop's Market

This report provides a competitive analysis of The Body Shop, comparing it to L'Oréal Paris, Estee Lauder, and Clinique across various aspects such as target market (geographic, demographic, psychographic, and behavioral patterns), market share, brand attributes (product features, quality, and benefits), distribution channels (stores and online), pricing, marketing communication mix (traditional and digital media, direct marketing, personal selling, and public relations), frontline staff, purchase process, and physical evidence. The analysis highlights the strengths and weaknesses of each brand in relation to these factors, offering insights into their market positioning and competitive strategies. The report uses the MKG220 framework for competitive analysis, incorporating in-text references to support its findings. Desklib provides this report along with a wide range of past papers and solved assignments to support students in their studies.

Running head: THE BODY SHOP
THE BODY SHOP
Name of the Student
Name of the University
Author Note

1THE BODY SHOP
MKG220 Competitive analysis table (You might find that not all sections apply to your brand or
product)
(Include reference sources as in-text references (and of course also in the Reference List)
Sections Body Shop L’Oréal Paris Estee Lauder Clinique
Target
market
 Geographic
al location
(Must use
this one)
The target market of
body shop is the
middle to upper
incomed group. This
audience usually
lives in the big cities
and sub urban areas.
Like Body shop, the
target market of
L’Oréal Paris is also
the upper middle
incomed group who
lives in the urban
areas
The Estee Lauder
company has also
targeted the women
living in the urban
areas of
Maroochydore area.
The Clinique shares
a target market
group which is
similar to that of the
Body shop.
 Demograph
ics
The Body Shop has
targeted its group
through segments
like the age, gender,
income,
occupational level,
religion and the
race. Age: 20-55
On the other hand,
L’Oréal Paris targets
the audience which
is aged between 18-
50 years of age. As
L’Oréal is more
inclined towards
cosmetics
production and the
hair care, the prices
of the products have
been set
accordingly.
The target
consumers of the
Estee Lauder
company belongs to
the upper middle
class and the higher
incomed group who
are ready to invest
high amount of
money for their skin
care, in addition to
this, the brand also
customizes its
products as per the
different regions.
Age: 20-60
The chief target
market of the
company can be
taken to be as the
women. However,
the company sells
reasonable
Products at moderate
prices which appears
to all.
 Psychograp
hics
The psychographic
division of the
different consumers
is done on the basis
of lifestyle,
personality, social
class. Although
belonging to the
same demographics
and social
background, women
may have different
tastes based on
personality, lifestyle
as well as social
class (Global
The L’Oréal aims to
fulfil the needs of
the customer. This
need may be to look
prettier, encourage
the purchase of
beauty products, and
improve health and
providing the
customers with
paraben free items.
The Estee Lauder
aims to target
women are bothered
by their social
background
personality and
lifestyle. These
women are
socialisers and often
tend to worry about
their style and their
appearance at large
which enables them
to ensure long term
grace.
Clinique presents the
target audience with
a large number of
products which are
quite organic in
nature and made of
natural ingredients
like sugar, tree, aloe
Vera, honey, oil and
others.

2THE BODY SHOP
Cosmetics News.
2019).
 Consumer
behavioura
l patterns
Inclined towards
quality and price
Inclined towards
brand name and
price
Inclined towards
quality
Inclined towards
natural products
 Size of
target
market/ or
% Market
share if
stats
25% of the market
share is owned by
Body Shop
35% of the market
share is owned by
L’Oréal
15% of the market
share is owned by
Estee Lauder
28% of the market
share is owned by
Clinique.
Brand
attributes
1. Product
- Core
Improved skin Flawless skin Improved
rejuvenation
Improved skin tone
- Actua
l
Brand name,
features
Features, brand
popularity
Quality level Brand name, price
- Augm
ented
Guaranteed flawless
skin
After sale service Home and
customized service
After sale service
Sections Body Shop L’Oréal Paris Estee Lauder Clinique
2. Place/
Distributio
n
Where do
customers buy
the product?
Stores and online Stores and online Stores Stores and online
3. Price/
Value
Compare
same volume,
etc.
Moderately priced Low priced
(Epstein 2018)
High priced Low to moderately
priced
4. Marco mix
Trad media
Newspapers and
billboards
Billboards Magazines Billboards

3THE BODY SHOP
Digital &
social
media
Popular on facebook
and instagram
facebook and
instagram
Instagram facebook and
instagram
Direct
marketing
& Sales
promotion
Engages in sales and
offers
Special offers No such offers Special offers
Personal
selling and
relationshi
p
marketing
Assigns brand
agents
Good relations with
the customers
Personal service Good relations with
the customers
Public
relations &
sponsorship
Associates
celebrities
Celebrities Celebrities n/a
5. People
(Frontline
staff)
The people at Body
shop with special
reference to the front
line staff are very
polite and courteous
and tend to deal with
the different
customers with
utmost care.
At L’Oréal, the
staff can be stated
to be
knowledgeable and
well informed. In
addition to this, the
explanation of the
product items to the
customers is done
in a friendly
manner (Chesters
2019).
The frontline staff at
the Estee Lauder is
highly sophisticated
in nature and tend to
great the staff with
utmost care and
respect. As these
customers do not
make any choices
based on the price of
the product, they are
shown products of a
higher price category
which will be best for
their skin.
The front line staff
at Clinique can be
stated to be
moderately polite
as the compared to
the staff at the other
stores because, the
staff is
comparatively low
and inexperienced.
6. Process of
purchase
The products at the
Body shop can be
purchased online as
well as in the
different stores
whereby the
products are
displayed and the
customer can
purchase the product
of their choice and
ensure success.
At L’Oréal, the
company sells
through other stores
and middlemen and
the products of the
brand are widely
available on various
online portals as
which kinds well of
extends the
operations of the
firm.
The Estee Lauder
products are
exclusively available
and with respect to
this it can be
mentioned that the
customers simply
visit the different
stores and are then
sold to the customers
through in store
purchases or private
Lastly, like
L’Oréal, Clinique
follows a
considerable
purchase process
range whereby the
customers can
make the purchase
of the products
through various
portals and the
stores as well.

4THE BODY SHOP
purchases. Various middlemen
are also involved
(Epstein 2018).
7. Physical
evidence/
Tangibles
The Physical
evidence can be
stated to be the
product which is
being stored by the
brand. Moreover,
body shop provides
the receipts to the
different customers
and an attractive bag
as well (Ampofo
2016).
The Physical
evidence can be
stated to be the
product sold by
L’Oréal along with
the promotional
pamphlets.
The Physical
evidence in case of
Estee Lauder is the
product being sold
and the bill receipt
being provided to the
customers.
The Clinique
provides the
different customers
with the different
evidences like the
product and the
purchase receipt.
Brand
benefits –
Not all may
apply!
 Function
al The functional
benefits are the
improved skin
quality
Good skin care and
economical
Good skin care with
utmost results
Good skin care at
fair prices
 Symboli
c
The symbolic
benefits can be
stated to be the
luxury
Trendy and useful Luxurious Unique
 Experien
tial
The good feeling
achieved by
customers
Good luxury
achieved
High end customer
service received
Good and
economical

5THE BODY SHOP
References
Ampofo, B.A., 2016. Staying at the top; building a sustainable competitive advantage.
International Journal of Management and Scientific Research, 1(1), pp.1-14.
Chesters, A. ,2019. A brief history of The Body Shop. [online] the Guardian. Available at:
https://www.theguardian.com/fashion/fashion-blog/2011/nov/21/brief-historyof-body-shop
[Accessed 09 Jan. 2019].
Epstein, M.J., 2018. Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. Routledge.
Global Cosmetics News. ,2019. THE BODY SHOP - Company Profile - Global Cosmetics
News. [online] Available at: https://globalcosmeticsnews.com/the-body-shopcompany-profile/
[Accessed 09 Jan. 2019].