The Body Shop Marketing Plan: Launching a New Hair Serum

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MARKETING ESSENTIALS

Table of Contents
Introduction................................................................................................................................. 3
TASK 1............................................................................................................................................ 4
PART B........................................................................................................................................ 14
MARKETING MIX OF THE BODY SHOP AND BATH AND BODY WORKS............................14
TASK 2.........................................................................................................................................18
MARKETING PLAN.................................................................................................................18
CONCLUSION.............................................................................................................................. 25
REFERENCES.............................................................................................................................. 26

Introduction
The assignment is based on the essentials of the marketing which explores al the key points
of marketing to operate any company. The assignment will be prepared in the form of
powerpoint presentation where the topics like 7ps of the marketing mix, roles and
functions of marketing the interrelation of the marketing department with the other
department for the chosen company The Body Shop. The Body Shop is the company which
is headquartered in the UK it was found in 1946 by Anita Roddick. The company offers a
wide range of skincare products, hair care products, fragrance etc. the company have stores
at 3000 stores across the globe.

TASK 1
Slide 1

Slide 2

Slide 3

Slide 4
Analysing market trend: This is the process in which the company will analyse the market trend,
the taste and preference of the customers and accordingly the market manager will take the
next step.
Designing Strategies: As the market trend is being analysed according to it the marketing
strategies will be decided by the manager of The Body Shop.
Implementation and control: As the strategies are being designed and implemented then it
should be controlled by having a check on the outcomes of the implementation of the
strategies.

Slide 5
• Aligning top management: The manager of The Body Shop have to maintain an alignment
with the top-level management to understand the need and aims of the company.
• Supervising business activities: The marketing manager of The Body Shop has to supervise
and look at various marketing activities and activities if the other department to maintain the
parity between the sales department and the other department.
• Identifying potential market: It is the utmost necessity of the marketing manager of The
Body Shop to identify the potential market to induce sales by targeting the customers.
• Strategies: The manager of The Body Shop has to formulate various marketing strategies like
marketing mix, various marketing analysis to implement the marketing strategies effectively
in the market to make higher sales
• Creating a market plan: The market plan should also be designed for The Body Shop in place
of the strategies that are designed for higher sales and revenue generation.
• Budgeting and controlling: The manager has to make a budget for the development of the
marketing plan of The Body Shop and strategies. Along with this, control is required to be
done to estimate the profits and avoid the losses.

Slide 6
HRD: The human resource department is responsible for the hiring, manpower planning,
strategic planning tec. the marketing manager has to keep coordination with the HR department
for getting effective sales candidates for The Body Shop.
Finance: The finance department is responsible for taking decisions related to discounts, offers,
profit, losses etc. The marketing manager has to discuss the products and the offers which can
be given to the customers of The Body Shop by maintaining the profitability of the company.
Research and Development: This department is responsible for the research about the
development of the new cosmetic product which can be added to the product line. To do so the
marketing department has to be in co-ordination so that it can make strategies for the
advertisements, sales etc.
Operations: This department is responsible for the production, manufacturing, packaging,
dispatch etc. the marketing department has to keep strong coordination with operation
department as they have to sell the products at the stores and maintain the stock, such that it is
not overstocked and understocked.
Logistics: This department is responsible for the transportation of the products of The Body
Shop from the place of manufacture to the different stores at different locations. The marketing
department has to keep close coordination with this department to carry out the further
functions of the sales.

Slide 7
Brand Image: Marketing is the process where the company develops a brand image in the
market. The brand image is created by making the customer aware of the products of The Body
Shop and the reviews of the customer's mouth marketing help The Body Shop to develop a
strong brand image.
Attracting the customers: Marketing makes the customer aware of the brand, its value, quality
etc. this attracts the customer to buy the products. The loyal customers of The Body Shop will
be retained and will do mouth marketing.

Slide 8
Sales Generation: The process of marketing collectively focuses on maximizing the sales of the
company. Various strategies are being applied by the sales department of The Body Shop to
increase the sales for which they introduce attracting offers with useful and effective products.
Capturing Market: The main aim of such big brands is to capture the market by offering the
highest quality products. The Body Shop is well known for its wide range of skincare, hair care
and fragrance. This is done with the help of the implementation of various marketing strategies
which results in sales generation and capturing the target market.
Growth: The activities that are taken for marketing leads to the growth of the company. For the
growth of the company, the various marketing strategies are being formed and implemented. As
sales increases, it will automatically lead to the growth of the company.
Diversification: The process of diversification involves the expansion of business by adding more
products to its wide range of skincare, hair care and fragrances.

Slide 9
Therefore it is visible that the marketing department is majorly interrelated with the other
department of The Body shop, this helps the marketing department to effectively carry out the
sales activities and design the marketing strategies.