Marketing Essentials Report: Body Shop Marketing Strategies

This report provides a detailed analysis of marketing essentials, using The Body Shop as a case study. It begins with an introduction to marketing and the company, followed by an examination of the key roles and responsibilities of the marketing function, including its interrelation with other organizational units such as Human Resources, R&D, and Production. The report then delves into the 7Ps of the marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Evidence) for both The Body Shop and a competitor, L'Oreal, highlighting the strategies employed by each. Finally, it outlines a basic marketing plan for The Body Shop, including its mission, vision, objectives, STP (Segmentation, Targeting, and Positioning), and SWOT analysis. The report aims to provide a comprehensive understanding of marketing principles and their application in a real-world business context.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing interrelation within organisational context.............2
TASK 2............................................................................................................................................3
P3 Marketing mix 7P'S................................................................................................................3
TASK 3............................................................................................................................................6
P4 Basic marketing plan..............................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Marketing refers to the different types of activities which is mainly used by firms in order
to promote and sale their products at marketplace. Along with marketing includes advertising,
selling of overall goods and services in a perfect way. For instance, firms are able to make
several goods and services in order to satisfy consumer's needs and wants within short period of
time (Rijal and Bhusal, 2019). This assignment is based on Body Shop which is one of the best
cosmetic, skin care and perfume company which was founded by Anita Roddick in 1976 along
with it is headquartered in London, United Kingdom. Further discussion based on interrelation of
functional units, 7P'S of marketing mix and at last marketing plan will get covered.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing concept refers to the strategies which is implemented by firms in order to
satisfy all over demand of consumers. It increases overall sales, profit and help firms to beat the
competition in a proper manner. Therefore, within current trends consumers want regularly
access towards goods and services by which they can feel good and able to achieve its targeted
goals and objectives (Othman and et. al., 2019). Therefore, most of the firms are needed to have
smart goals by which they can provide those services or goods which consumer's wants. Along
with in order to improve future trends firms can improve themselves by using so any unique
business aspects and different tools and technologies which can make them perfect in a proper
way. Apart from this, trends are changing everyday so that most of the business firms are needed
to have so many aspects by which they can achieve its targeted goals. There are different types of
responsibilities and roles, that are:
Roles of marketing:
Meet consumer wants and needs: In order to have exist marketplace, marketer are
needed to analyse of overall needs and wants of their consumers and they should adopt different
strategies to influence individual and personalities positively.
Adapting the right price: Price mainly considered as an critical element within
marketing mix. Therefore, marketer has to play such role by which they can generate proper
revenue in order to adopt effective changes to reach targeted goals.
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Better product offerings: Most of the organisation sell more goods as compare to one
product. Therefore, marketer should focus on their overall goods labelling, packaging in order to
segmented them properly (Öztürk and Batum,2019). Thus, marketing plays significant role and
able to manage product offering.
Responsibilities of marketing:
Selling:
It is one of the best way to reach customer's goals and know their desire in a proper
mode. Therefore, Marketeer has responsibilities to sales its entire goods and services in a perfect
manner. With the help of this they can fulfil consumer's desires and needs and able to gain huge
profits at marketplace.
Pricing:
In this factor marketer has responsibility to set such kind of price for which customers ca
easily pay without thinking too much about product. So that it is an essential aspect for each and
every marketer to make effective cost of appropriate product in order to gain good feedback from
customers.
Financing:
This is an essential aspect which fulfil marketers needs and wants, whereas, marketing
department has responsibilities to produce such kind of goods and services by which they can get
profits in a perfect way (Osungbadegun, 2019). Therefore, they required to have proper financial
budget which will helps them to achieve their targeted goals. So that is responsibility to marketer
to make every better aspect to satisfy consumer's wants and meet marketing goals.
P2 Roles and responsibilities of marketing interrelation within organisational context
Interrelation of different functional unit of marketing this can be said that if firm always
communicate with each and every department then they are able to get huge profits and sales and
satisfy customer's needs and wants as well. Therefore, marketing plays one of the better roles in
every organisation which also encourages firm to achieve their targeted goals and objectives. In
context with Body Shop they always work in a integrated forms, that are:
Marketing and Human resource department:
Human resource department plays significant role within an organisation. It help firms to
recruit and select educated candidates who are able to fulfil firm's needs and wants at
marketplace. In reference with, Body Shop HR manager generally make such type of strategies
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by which they can hire knowledgable candidate who are eligible to fulfil their needs to satisfy
consumer's needs and demand. For this they always communicate with marketing department
then they both implements on this process and select appropriate person to achieve targeted
goals.
Marketing and R&D department:
Research and Development is very helpful function of marketing which is helpful for
organisation to achieve appropriate and correct information towards different types of marketing
factors to make their business effective (Nunez-Mulder, 2019). In context with Body Shop as
they deals with several sorts of beauty products so that manager of this firms is needed to
conduct marketing research so that they can get what type of need consumer's have. After
focusing on it they communicate with marketing department and develop better ways to gain
competitive scenario.
Marketing and Production department:
Production department is more essential for firms to develop several strategies in order to
analyse entire demand of customers in a proper way. In reference with Body Shop, production
department generally communicate with marketing department in order to achieve targeted goals
so that they produce kind of cosmetic products which influence customer's most in a perfect way.
Marketing and Finance department:
Financial department plays significant role in each and every organisation which
generally develop effective budget and provide funds to companies to reach their target within
competitive scenario (Han, 2019). Herein, Body Shop always take fund from their financial team
in which marketing department execute and able to make satisfy goods and services for their
customers in an appropriate manner.
TASK 2
P3 Marketing mix 7P'S
Marketing mix is the combination of so many variables such as product, price, place,
promotion, physical evidence, people and process. In reference with Body Shop it is necessary
for them to differentiate their product from the another one by which they can produce kind of
goods through they can get great profits. 7P's of marketing mix are given below:
7P'S Body Shop L'oreal
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Product It is a global organisation that
has more than 1,000 products
under its business scenario. It
always make goods according
to different types of skin like
oily, sensitive, dry and
combination skin (Larsson and
Jakobsson, 2019). Along with
it makes hair shampoo,
conditioner combs etc.
Therefore, all these product
help people to protect their
skin or hair and satisfy them.
It has famous identity within
the marketplace. In respect
with products division there
are different types of goods
which is offered by L'oreal at
marketplace such as eye-liner,
eye shadow, nail polish,
remover, lip liner, gloss, facial
creams and so on. So all these
are available at different size
shape and colours.
Price Body Shop generally target
women from the cosmopolitan
cities and urban class who are
mainly health conscious and
generally belong to high
income of group (Deepwell,
Palmer and Greig, 2019).
Therefore, price of products of
this firms is hire rather than
the other. During the passed
months they target men as they
are making different types of
product for them.
It is one of the leading global
brand so that it's products
mainly available at different
prices. So that it is easy for
most of the customers to buy
products from this brand.
Place It has global presence of its
products including so many
countries like Canada,
Belgium, France, Finland and
It's products are always
available globally. They have
large number of distribution
networks by which they can
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so on. Therefore, it has strong
brand image and very helpful
for people because they can
get every product of this firm
in everywhere (Ealy, 2019).
Thus, it fulfils customer's
requirements perfectly.
make effective global presence
in a perfect manner. As it has
lots of cosmetic stores, retail
outlets and so many websites.
Promotion Body Shop always used
different types of marketing
policies in order to promote its
overall brand name and image.
Therefore, they use
advertisement through fashion
magazine and social media
platforms. Apart from this they
also have its own websites to
sell their products in a perfect
way.
It is an international brand so
that they use different types of
promotional strategies such as
strong slogan, so many
different websites, newspapers
and so on (Gkaitatzi, 2019).
All these influence consumer's
most and encourage them to
buy products.
Process In order to make good process
of their products they use
organic ingredients so that
they can provide better
products to customers.
This brand use different types
of technologies and tools in
order to deliver their products
in a perfect way. Therefore,
this process is easy for them to
targeted goals.
People They always take feedback
from customers because
customers are those people
who increase brand value and
help firm to reach its targeted
goals (Heidarzadeh Hanzaee,
Employees and customers both
are equal for them, with the
help of this they can achieve
its targeted goals.
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Sadeghian and Jalalian, 2019).
Physical evidence As this is global brand and
have good presence across the
globe so that they have large
number of people who work
together to achieve business
goals.
As it is one of the leading
global brand so that they have
good position at marketplace
and able to give better services
.
TASK 3
P4 Basic marketing plan
Marketing plan refers to the different types of business aspects and approaches which
shown in the form of blueprint document in order to gain exact information and policies towards
operating business ahead (Rijal and Bhusal, 2019). Therefore, basic marketing plan is based on
so many aspects, those are going to be discussed below in context with Body Shop. That are:
Company Overview:
Body Shop is one of the best cosmetic, perfume and skin care organisation which is
considered as a subsidiary of Brazilian organisation. It was established in the year of 1976 that
includes different types of cosmetic items such as skin care, hair care and so on. Therefore,
currently, it has more than 1,000 goods and it sells goods and services globally (Othman and et.
al., 2019).
Mission: To bring changes according to the current and future trend in order to maintain
its creative balance to satisfying consumer's needs and wants.
Vision: To offer high quality of product along with beauty products in order to satisfy
consumers and understand their values.
Objectives:
 The main aim and objective of Body Shop is to become world's most sustainable and
ethical global business through including so many effective aspects like products,
packaging, stores and campaigns (Nunez-Mulder, 2019).
STP:
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Segmentation: According to this step Body Shop is able to segment its overall market on
the basis of geographical and psychological which includes age, gender and income of people.
So that they can make products accordingly and able to achieve their goals.
Target: After completing segment process they are able to target customers as they
mainly focus on urban areas and market so they generally target high class of people in a perfect
way.
Position: Through doing all these things done they make effective types of goods and
services in a proper way by which they can give great position to their product and make their
image better to satisfy customers in a perfect way (Öztürk and Batum, 2019.).
SWOT Analysis:
Strengths Weaknesses
 Goods which are sole by Body Shop
that all are made from natural
ingredients, along with good
packaging.
 Value of this firm reflected all of the
aspects which is take care by
governmental bodies (Osungbadegun,
2019).
 Pricing is the major weak point as they
always focus on urban areas along with
high status of people.
 Opportunities  Threats
 By having good image into the world
so that they can easily increase its items
towards cosmetics.
 There are so many competitors like
Revlon, Sephora and so on.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 7500 13000 15500 19350
Investment 15000 14000 25500 33000 13000
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Total 7000 22500 36500 45500 32850
Marketing outlay
Promotion 6000 3100 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 5500 3000 4650
Total 12900 7800 13600 8500 9900
On the basis of above financial budget this can be said that they use different types of
pricing strategies for each and every aspect in order to achieve targeted business goals and
objectives.
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CONCLUSION
According to the above mentioned report it has been analysed that marketing is one of the
main important term in each and every organisation which gives benefits to firms towards
providing effective sales and promotional activities. In this assignment there is different types of
marketing functions and strategies which helps organisation to achieve their targeted goals.
Along with Marketing mix of 7p's always shows the different between firm's product with
another firm. By doing all the things in a specific firm, manager has responsibility to focus on
those ways by which they can communicate with potential customers and able to increase its
sales and revenue as well.
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REFERENCE
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