Body Shop: Brand Improvisation, Persuasion Strategy & Action Plan

This report analyzes the marketing communication strategies employed by The Body Shop to reach consumers and gain a competitive edge. It highlights the use of emotional, unique selling propositions, generic strategies, good positioning, brand image improvisation, and pre-emptive strategies. The report also discusses the application of persuasion theory, focusing on communication, attitudes, and behavior to influence customers. An action plan is presented, outlining activities, timelines, and costs for market research, marketing communication activities, engaging operations, and evaluation monitoring. The overall goal is to enhance The Body Shop's brand image and market positioning.

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

1BODY SHOP
5. Marketing communications message
In order to reach out to the consumers it becomes crucial for the brand to ensure that they
are effectively able to make use of consistent marketing communications message so as to ensure
that they are able to gain a good share (Lock 2016). The six main strategies as used by the Body
Shop will be the strategies as given:
1. Emotional: The customers should be able to associate with the product on a personal
level.
2. Unique selling proposition: According to Kotabe and Helsen (2014), Body Shop needs to
have a unique aspect of the products
3. Generic: The generic strategies ensure that it focuses on selling the skincare category.
4. Good positioning: It is important for the Body shop to create a good position in the
market and hence, with respect to this, it is important for them to ensure that they create a
positive image.
5. Brand image improvisation: Another strategy which can be made use of by the Body
shop is to ensure that the brand image improvisation strategy is used whereby the
personality of the brand is created (Hill, Jones and Schilling 2014).
6. Pre-emptive: This will help Body shop to first make a claim about the product and then
ensure that the customers are able to make the purchase of it.
The Brand improvisation strategy will be used by Body Shop in order to gain a
competitive positioning in the market (Stead and Hastings 2018).

2BODY SHOP
6. Persuasion strategy
The persuasion theory will be used which deals with the messages which are generally
sent to the students and aims to change the attitude of the customers (Lee and Kotler 2015). This
theory aims to target the customers on three levels which are communication, attitudes and
behavior. Hence, the Body shop will aim to communicate with the customers, change the attitude
which they have and have an impact on the behavior which shall bring about an increased sales
for the firm (Bresler and Lubbe 2014). In such a case, Body Shop can influence the customers
and reflect the brand as a brand which embraces beauty in all forms and wants to preserve it. In
this manner, women of all skin types and beauty dimensions can be persuaded to use the product
as the brand will offer something good for all skin types. This shall help the brand to gain a
higher positioning in the market (Wheelen et al. 2017).
7. Action Plan
Contents Activities Timeline Cost
Market research To ensure all aspects
have been considered
1 month $900
Carrying out the
marketing
communication
activities
This will comprise
of:
Advertising
Sales promotion
Television ads
3 months $4600

3BODY SHOP
Print ads
Social media
advertisement
Digital marketing
Engaging in
operations
This step will ensure
that the different
members engage in
the right operations
for the firm (Baker
and Saren 2016).
2 months $2000
Evaluation and
monitoring
The actual activities
shall be monitored
against the planned
one
1 month $1000

4BODY SHOP
References
Baker, M.J and Saren M., eds. ,2016. Marketing theory: a student text. Sage.
Bresler, M., and Lubbe, I. ,2014. Marketing management. Pearson
Hill, C. W., Jones, G. R., and Schilling, M. A. ,2014. Strategic management: theory: an
integrated approach. Cengage Learning.
Kotabe, M., and Helsen, K. ,2014. Global marketing management. Routledge
Lee, N. R., and Kotler, P. ,2015. Social marketing: Changing behaviors for good. Sage
Publications.
Lock, J.R. ,2016. "In‐House Marketing Communications That Foster Success." Bull's‐Eye! The
Ultimate How‐To Marketing and Sales Guide for CPAs p.79-389
Stead, M., and Hastings, G. ,2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing,pp. (29-43). Psychology Press.
Wheelen, T.L., Hunger,D.J, Hoffman, A.N., and Charles E. B. ,2017. Strategic management
and business policy. Pearson,