Analyzing the Body Shop's Promotional Mix in the Context of Marketing

This essay provides an overview of the Body Shop's promotional mix within the broader context of the marketing mix. It defines the marketing mix as a combination of tools used to achieve organizational objectives, highlighting the 7 Ps (product, price, place, promotion, process, people, and physical evidence). The focus is on the 'Promotion' element, which involves creating awareness through various tools like sales, public relations, direct marketing, and digital marketing. The Body Shop utilizes both traditional (newspapers, magazines, television, radio) and digital (SEO, social media, PPC, content marketing) marketing approaches. The essay concludes by emphasizing the importance of the promotional mix for organizational growth, especially on a national and international scale, making it a crucial element in business studies. Desklib offers a range of study tools and solved assignments for students.

INTRODUCTION
Marketing mix can be defined
as the combination of different
marketing tools that the organization
uses to accomplish their objectives in
the target market. It consist of 7 P's that
are product, price, place, promotion,
process, people and physical evidence
(HALIM, AMIRUDDIN and ISHAM,
2020). Organization chosen here is the
body shop, it is one of the leading
international cosmetics company
established in 1976 and headquartered
in UK. The following discussion is based
on the promotional mix of the body
shop.
Introduction to Business studies
Marketing Mix – Promotion
Promotion can be defined as the creation of awareness
about the products and services offered by the organization with offers
and discounts. There are various tools used to advertise the brand such
as sales, public relations, direct marketing, digital marketing and many
more (Ying, Idris and Sinun, 2019). In context of the body shop,
organization uses the combination of traditional as well as the digital
marketing tools. Company uses newspaper, magazines, holdings,
television and radio in the form of traditional marketing. Firm uses
search engine optimization, social media marketing, pay per click and
content marketing in the form of digital marketing.
CONCLUSION
It is concluded that
marketing mix is an important
concept in which the
promotional mix is one of the
essential tools of marketing. This
is because it helps the
organisation to expand and grow
on the national ans international
basis as well. Hence, this poster
covers the promotion element of
marketing mix in order to better
understand the concept of
business studies.
References
HALIM, M.B.B.A., AMIRUDDIN, N.N.B. and ISHAM,
F.F.I.B.M., 2020. THE IMPACT OF MARKETING MIX
(4P’s) ON CONSUMER PURCHASE INTENTION OF
COSMETICS PRODUCT.
Ying, T.C., Idris, S. and Sinun, W., 2019. Review on
Relationship Between Co-Operative, Credible,
Conversational, and Consistency of Sustainable
Brand as a Determinant Factor of Consumer
Buying Behaviour for Cosmetics Products.