Marketing Essentials Report: Body Shop - HNC Business, Unit 2

This report analyzes the marketing strategies of The Body Shop, a UK-based skincare and cosmetics retailer. It begins with an introduction to the role of marketing, emphasizing its importance in understanding customer demand and driving market strategy. The report then delves into the key roles and duties of the marketing function, including strategy management, market research, and the relationship between marketing and other organizational functions such as finance and HR. It explores the marketing mix (product, place, price, promotion) and how Body Shop utilizes these elements to achieve its business objectives, including product diversification, distribution channels, pricing strategies, and promotional activities. The report concludes with a basic marketing plan for Body Shop, focusing on understanding the target consumer, conducting market research, and competitive analysis to develop effective marketing strategies. The report highlights the company's focus on eco-friendly products, ethical branding, and social and environmental campaigns as key components of its marketing approach.

Marketing Essentials

Contents
Introduction...........................................................................................................................................2
Task-1....................................................................................................................................................2
Task-2....................................................................................................................................................5
Task-3....................................................................................................................................................8
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

Introduction
With increasing dynamic business environment, it is identified that marketing is a crucial
tool, which includes understanding of demand of customers, drive the market strategy, and
further it avails quality products to the consumers. Marketing is an important role in the
establishment of relationships between organisations and customers by establishing the
brand, participating in the advertising activities, and the customer interaction with the help of
feedback collection (McDONALD, 2016). Body shop is a skin care, cosmetic, and perfume
organisation that is the subsidiary of Natura and company. It was found in 1976
headquartered in London, UK by Anita Rooddick. The report brings out marketing plan for
BodyShop with diversified product portfolio according to skin types including normal, dry,
combined, and sensitive skin. The company consists of nearly 300 products available in 2500
stores. The report elaborates marketing role, responsibilities, and functional units related to
BodyShop (Post, 2019).
Task-1
Elaborate key roles and duties of marketing function
Marketing function explain the duty of corporate that will help to classify potential successful
item for market. Functions include business organisations include product plan, promotion,
customer service, marketing investigation and progress procedure. The marketing functions
will include strategy management, human resource department, sales support system, finance
team, and communication (Stefanoski et al., 2018). The trend of BodyShop include global
beauty industry is $532 billion. With the projection in global industry, it is seen that beauty
customers are quite loyal to their favourite brands. Digital e-commerce and enhanced in-store
with the wave of future growing demand, which brand in the physical retail edging when

introducing new product. Changing technology with social media will signify engagement of
promotional activities to the organisational functions (Ryan, 2016).
Relationship between the marketing elements and other functions of the organization
Interconnection between the organisational functions and marketing function indicates that
marketing function is part of company and need to backed-up by the operational departments
when performing in an effective way (Wu, and Li, 2018). When corporate will need to plan
and enact the marketing plan because they essentially support financial department sales
department, production department, and human resource department. The marketing group of
BodyShop does not avail discounts as it think that it will destruct its brand image, which is
directly connected to the profitability of company (Zhang, and Wang, 2019).
The marketing role of BodyShop is not limited to social media and awaking (people)
regarding the use. Therefore, the marketing of BodyShop creates back communities by good
change with positive coupled with several efforts into CSR strategies. Especially, Brand
newness focus on gender equality. Moreover, one has to consider women rights at the middle
of the activism working together towards the equality. Social responsibilities is the
mainstream and source of marketing (Mishra, and Modi, 2016).
The marketing concept is separated five major theories depicting the essential of marketing at
the BodyShop. Starting with the production concept, it is seen that perception of consumer
for the inclination towards the items that are obtainable in good amount at quite reasonable
price (Noe, Hollenbeck, Gerhart, and Wright, 2017).
Product concept- Consumer is related to selecting the products that has value for worth,
innovation and money tactic. The mindset of the customers are attracted through promotion
where consumer emphasis on products and services that are important for customers. Further,
the marketing concept elaborates the need to focus on target market for the conveyance of the

products. The marketing theory will depict brand worth of company, which need to be
upgraded when connecting to target customers (Hansen, and Sia, 2015). When the brand
value is better quality, then the consumers will select the brand over the rivalry in market
(Hansen, and Sia, 2015).
Duties and role of marketing in relation to the marketing situation-
Role of marketing is given below-
The marketing management is seen as procedure of forecasting and finally coming up with
dissimilar ideas of marketing. This marketing concept will include sales, promotion, pricing,
and distribution with the combination of target viewers of the organisation. The marketing
role is explained as market strategies, marketing research, marketing information system,
brand equity, market segmentation, monitoring the information system, and marketing
environment (Noe, Hollenbeck, Gerhart, and Wright, 2017).
Main element of the marketing roles and their interrelatedness with the functional entities
include advertisement, distribution system, and finance that can come under the procedure.
The elements of the marketing functions is explained as market research (related to R&D),
strategy, tactics, and planning. The interrelated of main marketing functions with functional
units of the company as being explained. It is explained with the example of finance
department connecting with the marketing department. It needs economic resource to
implement, evaluate, research, and plan the marketing strategies and businesses. Functional
marketing needs exact description from the production department of the company to create
marketing plan. Furthermore, it need human resources, economic assistance from the finance
department, and distribution network. Operations of the marketing will have to be
interconnected as being backed by other sections of the organisation. For instance- HR plans
of the marketing needs as aligned with increasing sales with the marketing department.

Production team convey the data in regards to products by building a précised marketing plan
for organisation. Marketing plan is unknown in regards the accounting for raw materials and
the productivity ability of organisation. Marketing plan is resultant in losses and blunder. The
relevant marketing functions are quite connected with practical units of corporate. Further
discussion is based on features-
Marketing information system- The core responsibility of the marketing predicts the creation
of marketing policies, executing, planning, implementing, and controlling for corporate. For
example- MIS information is related to several factor such as product, implementation,
planning, controlling, and directing the marketing strategies. For example- MIS relate to
evidence data, in regards to logistics on real time basis, which can help distribution link in an
effective way (Feng, Morgan, and Rego, 2015).
Strategy- Just after gathering of figures from investigation, it is treated in judging entire
related probable weaknesses and strengths amongst business tasks. Market information is
related to logistics, raw materials, and several business forecasts that can be attained through
the investigation with corporate prospects, which can be attained by exploration only.
Checking marketing environment- Marketing process is crucial role in the documents of new
advances in environment. New development will include analysis of finding of new
advancements in marketing environment. This type of expansion will avail changing social,
economic, internal, legal changes, political changes, and external factors.
Marketing research- Marketing research is measured as one of the foremost aspect of
marketing. This will include detailed understanding of items, consumers, and price while
communicating finest products of the organisation in marketplace (Feng, Morgan, and Rego,
2015).

Brand equity- Customers tend to remain persuaded over the varieties where it can provide
value addition to products and services. Marketing will avail status by creating strong brand
value of company amongst the customers. It will help in increasing the sales volume.
Task-2
Ways to use the marketing mix in order to achieve business goals-
A. Assessment of submission of the marketing mix in market planning procedure in
several companies-
Product-
Body Shop is international company as being claimed, which has more than the thousand
products. It is seen that it is certainly persuaded in creation of eco-friendly with natural
items and the featured ingredients. It has diversified product portfolio, which include
items according to the skin such as free skin, spots, sun protection, balanced skin,
hydrated skin, protected skin, and nourished eyes. The differentiated product range will
include shampoo, ginger shampoo, and rainforest radiance hair butter, new Fuji green tea
cleansing hair scrub, sorbets, body oil, bronzing, bath treats, deodorants, toners,
removers, make-up, washes, cleaners, accessories, brushes, BB creams, concealers,
cheeks, and combs (Wang, Xu, Xu, Li, Khah, and Catalão, 2017).
 Body Shop nude foundation
 Body Shop olive body scrub
 Green Tea exfoliating soap
 Drop of youth and vitamin E range
 Instamatte Body Shop
 Earth Eye black Quad shadow
 White Chiffon sheer body mist and perfume

Place-
Body Shop has its physical product presence in nearly more than 3490, which is
owned by organisation and complete franchisee system. International presence will
include six nations such as Belgium, Korea, India, Finland, Japan, Indonesia,
Portugal, and Saudi Arabia. Body Shop is headquartered in UK. Body Shop is the
resilient authoritative distribution linkage, which facilitates in carrying in raw material
from the local communities (Feng, Morgan, and Rego, 2015). One can believe in
franchisee system and elegant outlets where peaceful environment assisting them in
attracting customers. Retail shops items obtainable through multilevel marketing
channel. The network is started year 1994 and through which can distributors and
consultants have received 25 percent discount on the products. Channel is tried in
Australia and its achievement to nations such as Canada, France, Germany, New
Zealand, and Mexico (Harmeling et al., 2017).
Price-
Price of product will avail value as money experience to customers. Important
strategies that are to be presentable worth to consumer and participate with
contemporises with better offers. The brand posted in 2018 highlight $1.4 billion.
Body Shop aims to the women from the cosmopolitan cities and the urban class that
are beauty, health conscious, and belong to the higher income level group. Brand has
its place as its natural care luxurious brand, which caters to the high-income level
group. Body Shop targeted appreciates the eco-friendly items when the range is high.
Branding is ethical, which can contribute towards the high costs. Brand has
maintained its premium price for the premium items. The company faces high

competition in the premium sector when competing with the rivals, which adopts
competitive pricing (Tandoc, and Vos, 2016).
Promotion-
The Body Shop used many marketing policies when promoting the brand name in the
market. The company has facilitated societal concept of marketing, which encourages
the use of plant-based materials.
The company has utilised several tie-ups with several shopping portals, which would
sell their products. Official websites offer several updates, incentives, and last
offerings. Skincare articles have been published on site being know to the consumer
regarding the actual way of removing and putting where product suit several type of
skin (Kotler et al., 2018).
Body Shop has conducted social and environmental campaigns when promoting the
brand. In 1986, brand is associated with Save Whales campaign. Body shop outlets
has posted posters on the windows of shops sponsoring the local community events.
Body Shop is the recipient of the recognition and also awarding the contribution such
as lifetime Achievement Award in 2009 by the action of RSPCA even when finding
to stand when testing the items and product manufactured on animals. Body Shop
foundations is established in 1990s when supporting the global projects for the
environmental animal protection.
Task-3
Core marketing plan
Basic marketing plan for Body Shop, which can be developed with the particular tasks-

The organisation will need to develop and create a clear understanding the potential
consumers. Being such as great and enormous company, it opts for clear research market and
finally understand core objective of organisation’s services and products. This brings out a
very important question how a consumer uses its services. By initiating and aiming to sustain
with its company products, customer requirements, especially while sustaining in market
(Ang, Tan, and Leong, 2018).
Finding the target consumer is the second important action in the marketing procedure after
the conduction of research. The mission of marketing strategy keep the customers in the
centre of strategy (Harmeling, Moffett, Arnold, and Carlson, 2017). With better
implementation of high quality and standard, one can have huge market share. By using the
appropriate effective marketing strategy, it is seen that it can place values and trust in the
relationship. Furthermore, value and vision of the company is to sense the destination and
direction to staff members towards the working best in competitive market (Kumar, 2015).
Competitive analysis is used to make success of the marketing strategy; there are current
strategies of competitors such as Lakme and other many users. It will avail the idea of
uniqueness and creativity in several different approaches. E-marketing campaigns can assist
the positioning of the products in wider market through time effectiveness and measures.
Creative advertisement can assist audio measure and the innovative videos in various social
platforms including Facebook and Twitter (Harmeling, Moffett, Arnold, and Carlson, 2017).
With the increase in the demand of the natural extracts to use them for the skin, companies
advertise more products on social media. Whereas, BodyShop does not conduct specific
social media advertisement (Hansen, and Sia, 2015). The company differentiation strategy to
advertise its products such as promoting through CSR activities. With an aim to attain
objectives in the market, it is conducted that there is always a plan for new marketing
strategies to frame goals in SMART sheet. The tool is used to identify the goals and

objectives directed. The objectives are related to efforts, which intend to accomplish the
purpose from the defined goals (Hansen, and Sia, 2015). Objectives must include short-term
goals to get appropriate conversion, customer acquisition, and retention-
1. By allowing advertising plan with strong CSR activities and strategies, they can retain
20 percent new operational sales within next 2 years. Although, the company`s major
revenue is contributable to the CSR activities of the company.
2. The digital advertising of the company, which is restrained in regards to measurement
acquisition of newly accessible customer, which is regularly viable.
3. With increase in the active consumer purchasing and current average sales, in which
engagement goals and with the assistance of increasing offline orders
4. The aim must be actionable, as it is needed to enhance performance of the
organisation. The goals should be aligned with the organisation’s financial and
behavioural objectives (Mishra, and Modi, 2016).
Conclusion
From the above discussion, it is seen that role of the marketing role and function is quite
interrelated to the company`s functions. The marketing mix includes product, price, place,
promotion, and physical environment compare it to its business objectives of generating
profitability. The evaluation of the marketing plan and development is relate to using of
identified of planning procedure after the research process. The organisation will need to
create clear understanding of core objectives of the organisation’s services and products.
When creating the marketing plan, it is seen that identification of the target market is second
important thing in the marketing procedure after the research. Organisation is clear in
identifying competitors in targeting the customers, which assists the companies to learn
regarding the market trends and their pros, cons of the market in an effective way. When

studying the internal business goals, it is seen that the company aims to attract new CSR
strategies when meeting the special needs of the customers.