Body Shop Marketing Strategy: Analysis of Current and Future

This report delves into the marketing strategies of Body Shop, a well-known cosmetics company. It focuses on the target market, which includes teenagers and working women, and examines the specific marketing approaches used for each segment. The report covers the different elements of the marketing mix, including product, price, place, and promotion strategies. Additionally, it explains the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing approaches. Finally, the report highlights the differences between domestic and international marketing, addressing the challenges and considerations involved in expanding the business globally.

TASK 2
MARKETING MIX FOR
“BODY SHOP”

Introduction
 Body Shop is a renowned British brand of
cosmetics and skin care products.
 It is a leading market of UK with around 2500
stores and 1200 products of its own, ruling
over 61 countries.

Two different segments
1st
Teenager Girls
13 to 18 years age group
2nd
Working Women
Above 18 years

Elements of marketing mix
 Product- For teenage girls, Body shop has
introduced a natural and mild product. However, for
working women, it has launch a coloured lip balm by
using organic and natural fruit essence.
 Place- Teenager's are more prone to online activities
are very fond of making online purchase. It is also
matches their suitability. Therefore, Body Shop
facilitates online ordering of its products.
Contradictory to that, office going women prefers
trial methods by visiting the retail stores and later
purchasing the product.

Cont.
 Price- Due to a low source of income in teenager's,
Body Shop introduces its product in two different
range of prices. Low cost products are affordable by
the teenager girls. However, office going women can
easily afford high range cost and gives more value to
the product quality.
 Promotion- The promotional activity is similar for
both the segments by varied maens of advertisements
in newspaper, magazines and televisions, hoardings
and banners, etc. The cited firm also update its
website on a regular basis to acknowledge its
activities to the service users.

Difference in B2B and B2C
There's a significant difference between marketing a
product to business and to the customers.
 B2B- Business to business is a method of personal
selling where it majorly relies on private contracts with a
different situation of broadcasting a product. It requires a
prompt idea to deal with the distributors with a plan to
convince them.
 B2C- Business to customers carries a different approach
of aiming at masses of people and requires a huge source
of funds to make advertisements with the help of media.

Difference between
International Marketing and Domestic Marketing
Domestic Marketing-
 It refers to trading in one's own country and
therefore it aims at a single market situation
with same set of consumers.
 It also faces common market issues, which is
comparitevely less challenging to handle on a
regular basis.

Cont.
International Marketing-
 It refers to expanding the business in other
countries and thus needs to deal with
numerous and varied challenges.
 International marketing is basically an import
and export of goods and services outside one's
own premises.

Cont.
 In such situations, the cited firm is liable to
deal with a number of aspects in order to meet
their market expectations by together
respecting their cultures and following their
governmental laws, etc.

Conclusion
This report depicts the effective meaures of its
marketing principles along with certain
challenges to trade in both domestic and
international markets.

References
Chaharbaghi, K. and Lynch, R., 2010. Sustainable
competitive advantage: towards a dynamic resource-based
strategy. Management Decision. 37(1). pp. 45–50.
Chua, K. Y. A. and Banerjee, S., 2013. Customer knowledge
management via social media: the case of Starbucks.
Journal of Knowledge Management. 17(2). pp. 237–249.
Czinkota, M. and Ronkainen, I., 2012. International
Marketing. Cengage Learning.