Marketing Mix Strategies for The Body Shop: A Detailed Analysis

This report provides an analysis of The Body Shop's marketing strategies, focusing on the marketing mix elements: product, price, place, and promotion. The report examines how The Body Shop tailors its marketing mix for different customer segments, including those aged 4-7 and 11-16, for a new organic strawberry flavor body lotion. It discusses the specific adaptations made to the product, pricing (penetration strategy), and distribution (website sales) for these segments. The report also compares and contrasts the differences between marketing to businesses (B2B) and consumers (B2C), highlighting differences in information needs and decision-making processes. Furthermore, it explores the distinctions between marketing in international and domestic markets, emphasizing factors like competition, government regulations, and cultural barriers. The conclusion underscores the importance of an effective marketing mix in establishing a strong presence in both domestic and international markets. References from marketing literature are included to support the analysis.

Task 2
MARKETING PRINCIPLE

Introduction
 This section of presentation depict about the
difference which exit between when firm sale its
product to domestic and international market.
 It also specify about the type of marketing mix
policies which needs to be used by the manager of
The Body Shop with respect to its new product.

4.1 Marketing mix for two segment
 For the organic strawberry flavour body lotion
related product of The Body Shop, two segments are
selected.
 It is of children who belongs to 4 -7 age group.
 The children which belongs to 11-16 year age group.

Continued...
Product:
 Slight variation will be performed in lotion for both
the given segments.
 For 4-7 year age group, organic but mild ingredient
will be used in lotion.
 In the similar way, for 11-16 year age group of
customers slightly strong ingredients will be used.

Continued...
Price:
 For both the given segment, price penetration tactic
will be used.
 This is because, here by charging low process for
the respective product large number of buyers can
be attracted by the firm.

Continued...
Place:
 For both the given segment, lotion will be sold
through the website of company.
 Through this mean, convenience related need of
buyer can be fulfilled.

Continued...
Promotion:
 The information about the product must be spread
by The Body Shop through television advertisement.
 The cartoon channel such as Disney must be used
for this purpose.

4.2 Difference between marketing product to
business than customers
Basis B2B B2C
Detailed information These customers require
the detail information about
the product as they
purchase it in huge
quantity.
These customers do not
require the detailed
information about the
product.
Decision basis They take logical and
rational decision while
purchasing any product.
They take emotional
decision when purchasing
the product.

4.2 Marketing product in international and
domestic market
Basis` International Domestic
Level of competition
This is high in global market
as there are many firm
compete for specific market.
This is low as compared to the
global market.
Government regulation Here, firm has to gather the
prior information about the
government rules and
regulations while entering in
the given market.
This information need not to
be gather by firm as it is
already aware about the
condition of its home market.
Barriers Language and culture are
being regarded as two major
barrier which firm face in this
market.
Such barrier will not being
faced by the firm in domestic
market.

Conclusion
 It can be stated that with the help of marketing mix
approach, an effective marketing plan can be created
by the firm.
 Here, it is with the help of an effective marketing
strategy only firm can mark its remarkable presence
in domestic and international market.

References
Ashworth, G. J. and Goodall, B., 2012. Marketing tourism places (Vol. 2). Routledge.
Kotler, P. and et.al., 2012. Marketing. Pearson Higher Education AU.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research.
Pearson.
Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of
integrated marketing communications. Cengage Learning.