Marketing Report: Analysis of The Body Shop's Marketing Strategies

This report provides a comprehensive analysis of The Body Shop's marketing strategies. It begins with an introduction to the company and its product offerings, followed by an examination of the key roles and responsibilities of the marketing function, including product success and brand image creation. The report then explores the relationship between marketing and other organizational departments such as sales, production, HR, and finance. A comparison of the marketing mix between The Body Shop and Molton Brown is presented, highlighting differences in product range, pricing, promotion, and place. Furthermore, the report includes a detailed marketing plan for the launch of a new women's gel product, encompassing vision, objectives, PESTLE and SWOT analyses, marketing mix elements (product, price, promotion, place), STP segmentation, targeting, positioning, and a budget and control section. The report concludes with a summary of key findings and a list of references.

Marketing Essentials

INTRODUCTION
• The Body Shop International Limited is a UK based company founded in
1976 by Dame Anita Roddick.
• The Body Shop is a subsidiary company of Brazilian cosmetics company
Natura and this company is a part of Natura and Company group.
• The Body Shop deals in cosmetics, skin care and perfume products.
• In this report all the role of marketing in organisational context and the
relationship of marketing with all the organisational function will be
discussed.

Key Role and Responsibility of Marketing Function
Product Success
• Marketing of a product plays the huge role in the success of any product of the company. To reach the potential customer base a
company always require a proper marketing plan so it can reach to maximum numbers of people in the market (Kerin and Hartley,
2015). A good product always require a good marketing strategy so it can lead in the market else in the absence of an effective
marketing strategy that product can even face a failure even after having all the potential to trend in the market. Marketing department
always carry the responsibility to get product success in the market with its good marketing strategy.
Make Company's own Image
• This is the key role of marketing department to make company's own image in the market with its product and service by an effective
and productive marketing strategy. Product is the face of the company and to make it presentable in the market is the key role of
marketing team.

Relationship of Marketing with other
departments in Organisational context
Marketing and Sales Department
• Marketing and sales has a direct relationship with each other. Marketing campaign always set the market for
Compton's products and services. Company's sale will largely be dependent on a good marketing strategy to
reach the potential customer base for all its product or services (Christopher, 2016). Marketing works as the
dominating factor for the sales and it gives shape to the selling figures of the company. Increasing numbers of
sale is always a outcome of a good and effective marketing strategy.
Marketing and Production Department
• Marketing and production department is interconnected with each other. Production of company's product is
largely based on the forecast related to the sales of the company's product or services

Cont.
Marketing and HR Department
• HR department plays the huge role in the development of every organisation. HR department provide all the work force for the
operations of the company. To have the quality work force becomes essential from company's point of view so it can run all the
operations related to the organisation deficiently. Marketing always contribute in having a good and quality work for the HR
department. HR department runs all its operations to bring more fresh talent in the organisation with the support of marketing
because it gives the drive to all the recruitments in the company.
Marketing and Finance Department
• Marketing and Finance department is interlinked with each other. Both department works together to give the drive to the
business of the organisation. Body shop is a big brand and to have the financial capabilities for all the operations company
needs to have a plenty of financial resources and that only possible with an effective marketing strategies that can impact to
sales of the company's products and services.

Comparison of Marketing Mix between Body Shop and Molton
Brown
Basis of Comparison Body Shop Molton Brown
Product Body Shop offers different product range in
cosmetics for all kinds of customers.
Body Shop has a very dynamic product range
that covers wide range of customer base.
Body Shop is well known for its good quality
in products that comes out as a satisfactory
results in its user base.
Molton Brown product range is selective.
Molton Brown has a selective range of
products that is not dynamic in itself.
Molton Brown also offers good range of
products but is not well known for the best
quality in its products.
Price Body Shop offers the variety of products in the
most affordable price range.
Price range of Body Shop covers all class
categories of customer base.
Molton Brown products looks a bit more
expensive in the same class category as
compare to other competitors in the same
market.
Price range of Molton Brown has always
remain a questionable object for the company.

Cont.
Promotion Body Shop covers the huge customer's
base and the effective promotional
campaign looks the major reason behind
this major market share (Lamb and et.al.,
2017).
Body Shop always covers all the efficient
and profitable marketing channels to
promote all its products.
Molton Brown despite of the big brand
has been not effectively used all the
promotional channel in the productive
way possible.
Promotional activities of Molton Brown
don't look enough to cover all its potential
customer base.
Place Body Shop products are sufficiently
available at all the major selling units of
the UK.
Customer can get access of Body Shop
products at anywhere in the UK even at
the small places of UK.
Molton Brown products are selective and
that too are not available sometimes at
stores in UK.
Sometimes the products of Molton Brown
are not accessible in small cities of UK.

Marketing Plan
Executive Summary
• Body Shop is planning to introduce its new product call Women's gel
to give the new shape to women's make up. This product will give the
best experience to all the women in UK in regards to the grooming.
Vision
• Body Shop is planning to introduce this new product to wide its
customer base and make a more profitable space for itself in the
market of UK.
Objectives:
• To make a successful launch of new product in the market.
• To generate high level of customer awareness for the new product.
• To increase the market share by 25%.

PESTLE Analysis
PESTLE Analysis is a very effective way to analyse all the factors in the market that can make an impact in
building the market to the new product of the company. Such factors are:
Political Factor
• All the political aspects of the UK will be a crucial part in making an effective marketing strategy for this new
product. All the political aspects such as governmental policies, rules and regulations related to the new
product will be taken care in making all the strategies related to the launch of the new product.
Economical Factor
• The economy in UK is stable and look really beneficial for launching any new product in the market.
Economy of UK offers a suitable and volatile business environment that drives the success of new product
very easily. Economy of UK also provide luxury to UK government to provide couple of benefits in case of
the new products related to the corporate entities.
Social Factor
• People in UK are open minded towards the usage of all the new products in the market. New product always
carry a risk of acceptance in the market but the risk is apparently low in UK because people over there are
always look supportive for trying any new product line.

SWOT Analysis:
Strengths
• Body Shop is a big brand and has already a established customer
base that becomes the big strength to the company in launching
any new product.
Weaknesses
• New product line require the huge resources of the company to
get success. Body Shop sometimes lack in the required resources
for the success of its products.

Marketing mix:
Product
• This new product will cover all the needs and demands based on the market research of all the
expected customer range in UK market (Deepak and Jeyakumar, 2019). This new product will carry
multiple varieties for all the women of UK. Current fashion trend also created a part in the designing
of this new product.
Price
• Price for this new product line will be affordable as compare to all the competitors in the market. All
the customer's of Body Shop has never look concerned about the prices and this product also carry the
same elements.
Promotion
• All the marketing and promotional channel will be a part of the set marking campaign. Company will
use all the online and offline platforms to promote this new product line (Saidani and Sudiarditha,
2019). Promotion is one of the major aspects of the product success so it will conduct in a way that
the selling price of the product remains lower as compare to all other competitors.

STP
Segmentation
• Segmentation becomes crucial in the success of the product. Company will follow all the
techniques and research to identify all the potential customer base for this new product line
(Rowley, 2016). With the help of this segmentation Body Shop will also try to bring the new
customer in the regime of this new product line.
Targeting
• In the process of targeting company will make all the strategies to attract all the potential
customer base available in the UK market. Targeting will include existing customer base and
all the new expected customers also.
Positioning
• With the help of positioning and targeting Body Shop will make an effective marketing
strategy to position its new product line in the UK market to generate profitable business out
of the new product line.

Budget and Control
Budget
• In order to make this marketing plan a success it requires a budget of
£6000 approximately.
Control and Evaluation:
• With this effective marketing plan company can take a complete
control over the new product line and make profitable business out of
the new product line.

CONCLUSION
• This report concluded all the key role and responsibilities of
marketing.
• This report also brief about the role of marketing in other functions of
the organisational structure.
• Comparison has also concluded between the chosen company and
other competitor in the market based on the elements of marketing-
mix.
• A proper marketing plan has also discussed in this report regarding to
the launch of new product line.

REFERENCES
• Baines, P. and et.al.,2017. Fundamentals of marketing. Oxford University Press.
• Christopher, M., 2016. Marketing: an introductory text. Macmillan International
Higher Education.
• Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
• Haider, A.A. and et.al., 2019. Marketing Management.
• Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
• Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
• Lamb, C.W. and et.al., 2017. Analyzing marketing performance. In Marketing
the Public Sector.(pp. 173-184). Routledge.