Unit 2 Marketing Essentials: Bodyshop Marketing Officer Report

This report analyzes the marketing strategies of The Body Shop, a global skincare and cosmetics business. It begins by defining the role of marketing and its interrelation with other functional units, such as MIS and marketing research. The report then compares how The Body Shop utilizes the marketing mix (7Ps) – product, place, price, promotion, people, process, and physical evidence – to achieve its business objectives, highlighting the company's eco-friendly product focus, global presence, and pricing strategies. Finally, the report outlines the creation of a marketing plan for The Body Shop, emphasizing market research, target customer identification, and the integration of CSR strategies. The report concludes with a summary of the key findings and recommendations for The Body Shop's marketing efforts.

Marketing

Contents
Introduction...........................................................................................................................................3
Activity-1..............................................................................................................................................3
Activity-2..............................................................................................................................................5
Activity-3..............................................................................................................................................8
Conclusion.............................................................................................................................................9
References...........................................................................................................................................10

Introduction
With emerging changes at the global platforms, liberalisation and globalisation is an
important concept that have extended the local business at global business. In increasing
competitive business situation, it has been seen marketing is a function, which can induce the
marketers to buy the products. This function includes appropriate understanding of demand
of clients, driving the marketing strategy, and then, it can avails quality goods to customers.
Marketing is essential feature to create formation of relationship amongst clients and
companies to establish the brand name, participate in promotional activities, and the
interaction of customers and marketing manager through assisting feedback collection
(Pauziah, and Mulyana, 2018).
BodyShop is a skincare, perfume, and cosmetic business, which is wholly subsidiary of
Natura Company. BodyShop was introduced in 1976, which was introduced in London by the
Anita Rooddick. Company provides more than 300 products in nearly 2500 retail stores. The
report brings out a discussion on advertising plan for BodyShop, which offer wide range of
diversified items, which reflects sensitive skin, dry skin, and combined skin. The report
consists of three activities such as key roles and accountabilities of advertising function.
Furthermore, relationship, and interrelated of marketing elements with the marketing function
of company. The discussion brings out marketing mix of BodyShop and compare it to the
other organisations. The report highlights making of marketing plan of BodyShop (Chun,
2016).
Activity-1
Role and responsibilities of marketing manager and then relating it to other functional units-
Marketing function elaborate the responsibilities of companies, which will assist the potential
successful products to enter in different market. Features will include planning of product,

promotional activities, marketing investigation, progress process, and customer service. The
advertising function will comprise human resource management, support arrangement of
sales, communication, finance, and strategy management (Ismail et al., 2018). The trend of
Bodyshop will include revenue of $532 million. With the forecast in global industry, it has
been analysed that customers are trustworthy towards the preferred brands. Enhancement in-
store and digital e-commerce with the wave of rising demand where brand in physical trade
store while acquaint with new product (Yacob, Zainol, and Hussin, 2018).
Relationship between marketing function and overall company`s functions. Marketing
function is an important function, which is backed-up by other operating department while
executing in an efficient method (Heikkilä, Kaipia, and Ojala, 2018). Here is the
interrelatedness of marketing function to other function of organisation-
MIS-
The main responsibility of marketing information system is to provide prediction of demand
and develop, execute, implement, control, and apply marketing policies for the company. For
instance- MIS relates to statistics in relation to logistics to real time that aid the delivery
linkages in a proper way (Baltes, 2016).
As far the strategy is concerned, while gathering figures from investigation, it is seen that
examining the weaknesses and competitive advantage amongst the business tasks is
important. Market data will bring out business forecasts, raw materials, and logistics, which
can be attained to investigate the corporate prospects (Blut, Teller, and Floh, 2018).
Marketing research-
This practise will include understanding of the product, price, and consumers during the
communication with the finest products of company in marketplace. The consumers are tend
to be pursued over the varieties, which would add value and brand value in the eyes of the

customers. For example- HR (Human resource) plans of marketing plan will have to increase
the sales by complying with the marketing department. The manufacturing team will convey
the statistics in relation to goods to create an summarized “marketing plan” for company.
Marketing environment-
This process is important in prescribing different advancements in business environment.
This practise will include examination of factors such as changing social features, economic
features, legalities, and external factors (Blut, Teller, and Floh, 2018).
Activity-2
Comparison of how company use marketing mix (7Ps) through marketing planning
procedure-
Here is the examination of marketing mix in the marketing development of several
businesses-
Product-
BodyShop is a global organisation, which offers a wide range of products for every skin type.
It has been reported that the company pursues its products, which are purely based on eco-
friendly natural items and ingredients (Yacob, Zainol, and Hussin, 2018). The company has a
diversified portfolio of products that will include each skin types such as spotless, balanced,
protection, nourished eyes, and sun protection. Furthermore, differentiated items range from
variety of shampoos, rainforest sparkle hair nourishing butter, new Fuji green tea shampoo,
and green tea cleansing hair scrub (Human, Bick, and Singh, 2016).
Place-
The company has physical product presence in 3490 retail stores all over the world, which
has been owned by company as franchisee system. The company has its existence at global

level, which includes six nations Saudi Arabia, Japan, Finland, Korea, India, Belgium and
Portugal. BodyShop has it’s headquarter in London.
The company is resilient commanding distribution linkage that has facilitated in carrying raw
material from native communities. It is important to note that franchisee system and retail
outlets have helped the BodyShop in attracting the customers and get greater access to brand.
Retail shops have obtained by multi-level marketing channels (Olson, Slater, Hult, and Olson,
2018). The company started in 1994 and at the same time, consultants, and distributors have
received 25 % of discount on product.
Pricing strategies-
Consideration of the product will include the value where money knowledge to the clients.
Significant strategies will include respectable worth to the consumers and then contribute
with contemporizes by offering brands. Brand will offer $1.4 billion in 2018 where it
purposes to women from multinational places and urban classes that depends on beauty and
fitness consciousness and then belong to high-income level group. The brand has targeted
appreciation from eco-friendly items, which are offered to the high-income level group. The
brand has its name among luxurious care that cater to high income level people. BodyShop
has targeted brands that is ethical, which finally contributes to higher costs. Furthermore, the
brand has been sustained with the premium price for the previous products. The organisation
faces severe competition with other brands such as Blistex, Clarins and Estee Lauder (Olson,
Slater, Hult, and Olson, 2018).
Promotional strategies-
The company must improve online channels of the distribution by collaborating social media
such as Twitter, Facebook, and YouTube for advertising. BodyShop can create a page for
every site and then invest in social media advertisements as it can increase product visibility

where more people will definitely spend consider time on Facebook, YouTube, and Twitter.
Teaming the media channels such as MTV can help in promotion of the existing items
(Waseem, Biggemann, and Garry, 2018).
While creating the marketing plan, the company will use tie-ups with the shopping portals
that will sell the products. Official websites of the company offer incentive system, last
offering, and other skincare articles helped the company to remove and keep the product that
suits on various type of skins (Waseem, Biggemann, and Garry, 2018).
People-
The company works under sales team, which play crucial role while making marketing
efforts. The people are trained in the persuasive tool by showing respect to customers by
taking into consideration through their preferences. People work to contact customers by
working on customer service department if the customer face issues with the product. People
are trained to respect the clients and then try best to get their issue resolved (Waseem,
Biggemann, and Garry, 2018).
Process
The company can make sure that the items are always available at the retail stores, which
undertake to check their inventory and install system. The company can provide more
products when ordering the production to refill the stock. The company already is an
established online delivery system and procedure where the orders are received in technology
and then related products is shipped to delivery service from inventory (Dubey, and Singhal,
2016).
Physical Evidence-

The company sells the products in different packaging, which is easily identified on the retail.
It offers differentiated colours and design, which it easy to locate the customers in buying
retail stores. Current strategy of physical evidence has its own user-friendly system, which
allows the customers to analyse the products at higher quality images opted from various
angles (Abril, and Cánovas, 2016).
Activity-3
Creating marketing plan
Marketing plan of BodyShop can be created with the help of describes tasks-
BodyShop will help in better understanding of the potential customers. As it is a large
company, where it will opt to research the market and it will understand main objectives of
company`s products and services. The marketing plan answers the question of how important
is to reach the customers (Abril, and Cánovas, 2016). To sustain the organisation’s items, it is
important to understand customer needs and associating it with the company`s products. The
first step is to research the market and find the target customers as it will make easy for the
researchers to take actions as per the marketing procedure (Hill, 2017). The aim of marketing
strategy to keep the customers and their preferences at the centre. To better implement the
high standard and quality, one has to grab larger market (Pillai, 2018). By using the effective
and appropriate strategies for marketing, it has been viewed that relationship between trust
and values increases the customer base. Vision of the company is to direct staff members in
working best in the competitive markets (Blut, Teller, and Floh, 2018). This analysis is used
to attempt success through marketing strategy against the competitor’s strategies. The effort
will relate to efforts that intend to comply with purpose from the set goals. Short-term goals
are given below to achieve maximum business goals-

1. Permitting the advertisement plan to associate with the CSR strategies, so that the
company can retain 20% of new operational sales in upcoming three years
2. Although, BodyShop has always remained a major contributor to community works,
which it can increase once the revenue has increased (Key, and Czaplewski, 2017).
3. Digital advertisement of organisation is restricted to measure the acquisition of new
customers to grab larger customer base (Olson, Slater, Hult, and Olson, 2018).
4. Increasing active consumer buying and current sales on an average where one can
engage goals and assist to increase offline orders.
5. The objective of the companies can be achieved with behavioural and financial goals,
which will enhance performance aiming to action (Widyastuti, Said, Siswono, and
Firmansyah, 2019).
Conclusion
From the above discussion, it is seen that the company can delegate trainings for sales force,
purchasing people, and customer service, which can deliver value to the clients. The company
must hire people with high respect towards the clients and they are committed to
organisation. As far as the promotional activities are concerned, it will undertake to research
market opportunities to accomplish customer needs. It creates a sense of understanding
customer needs when customer needs are understood through collection of feedbacks. The
marketing mix will include price, product, place promotion, process, physical evidence, and
people, which compare and associate with the organisational goals. The creation and
examination of marketing plan is complied with the planning procedures after conducting
research procedure. The company can create clear outline of main goals of company`s
products and services. Target market is important to identify marketing procedure to which
the company can learn market trends to know well pros and cons in operative way.

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