MCOM4040 - Marketing & Communication Strategies: The Body Shop

This report provides a detailed analysis of The Body Shop's marketing and communication strategies. It begins with an overview of the company, its mission, and target audience. The report then delves into understanding customer needs, wants, and demands, highlighting the company's adoption of the societal marketing concept. An examination of the marketing environment identifies social and environmental factors impacting the business, followed by a competitive analysis comparing The Body Shop to key competitors like Lush, Weleda UK, and L’Occitane. Finally, the report assesses the company's marketing mix, including product offerings, pricing strategies, and distribution channels, concluding with key observations and recommendations for enhancing The Body Shop's market position.

Running Head: MARKETING AND COMMUNICATION 1
Marketing and Communication: The
Body Shop

MARKETING AND COMMUNICATION 2
Table of Contents
Introduction.................................................................................................................................................3
Overview of Body Shop...........................................................................................................................3
Outline of Report.....................................................................................................................................3
Task 1: Needs, Wants and Demands...........................................................................................................3
Importance..............................................................................................................................................3
Marketing Orientation/Concept..............................................................................................................4
Task 2: Marketing Environments.................................................................................................................5
Relevance 150.........................................................................................................................................5
Social Factor............................................................................................................................................5
Environmental Factor..............................................................................................................................5
Relevance................................................................................................................................................6
Competitor analysis.................................................................................................................................6
Task 3: Marketing Mix.................................................................................................................................8
Product and service Offering...................................................................................................................8
Pricing Strategies.....................................................................................................................................8
Place Strategy..........................................................................................................................................8
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

MARKETING AND COMMUNICATION 3
Introduction
Overview of Body Shop
The Body Shop is an international organization that was founded in the year 1976 by Dame
Anita Roddick. It is a British skin, beauty care, cosmetics and perfume organization. Currently, it
offers more than 1000 products which are sold in more than 3049 owned and franchised stores
globally in 68 nations. It is headquartered in East Croydon and Little Hampton. The Body Shop
is possessed by Brazilian cosmetics firm Natura. Previously, it had been the part of French
cosmetic organization i.e. L’Oreal between 2006 and 2017. In the year 2017, L’Oreal has made
the decision to sell the company to Nature for £880 million (The Body Shop, 2018). The mission
statement of this firm is to communicate the self-esteem in their customers, safeguard the
environment, and be supporters against animal testing, while assisting community trade and
protecting the human rights. The company offers a diversified range of products like shampoo,
conditioners, body gels, and treatment for hands, body oil, perfumes, bath treats and other
accessories. The company has a range of customers from the upper to middle class who are both
men and women. However, this brand had begun the business with the women beauty products.
The major targeted audiences of Body Shop are 20 to 55 year old women.
Outline of Report
This report is totally focused on different marketing aspects in context of The Body Shop. It
includes the needs, wants and demands of customers towards company’s products and services.
Company’s marketing and external environment is analyzed by identifying and evaluating
different factors. Social and environmental factors are evaluated which could affect the growth
and business operations of Body Shop. Furthermore, it includes competitive analysis by
identifying three major competitors of Body Shop in United Kingdom. In the last section, the
marketing strategies like product strategy, price strategy and place strategy of Body Shop are
covered by using marketing mix framework.

MARKETING AND COMMUNICATION 4
Task 1: Needs, Wants and Demands
Importance
Understanding the needs, wants and demands of customers is at the centre of each and every
growing and successful business. Needs, demands and wants are the three major basic terms in
marketing process which helps an organization to take the strategic decisions. Under this
process, the marketers make efforts to understand the needs and demands to recognize the
targeted customers and for better placement of products and services. The demands, needs and
wants are interlinked and arise based on requirements, ability and willingness (Goworek,
McGoldrick and McGoldrick, 2015). Identification of needs, wants and demands is an important
process at The Body Shop Company. The company considers the needs and demands of
customers on the basis of income levels, socio-cultural and demographic aspects. The company
believes that it is very important to consider the needs and wants of customers. It conducts
market research analysis to know about the customers’ needs. Under this research, it finds out
that customers demand not only excellent quality, money value but also identify the requirement
for social and environmental responsibility. Body Shop understands that potential customer
requires being well-informed to make the responsible choices. Body Shop manufactures the
products on the basis of customer needs so that it can directly attract the targeted customers. At
Body Shop, it is very important to know about the customers so that they can provide them full
customer satisfaction and gain success (Lemon and Verhoef, 2015).
Marketing Orientation/Concept
Under its business operations, Body Shop adopts societal marketing orientation/concept. It is an
orientation that is applied on the basis of principle of social welfare. It focuses that a company
should make strategic decisions considering the wants and needs of customers. Body Shop is one
of the best examples of societal marketing concept. Under this concept, Body Shop utilizes only
natural, fruits, vegetables based raw materials as ingredients for its cosmetic products. It is
completely against testing of animals, supports the community trade and safeguarding of planet.
In this way, Body Shop engages in the societal marketing orientation in its business processes. In
addition to this, company defends the human rights, activates the self-esteem and protecting the
planet (Shanbhag and Nayak, 2015). Under this concept, Body Shop Organization is using the
eco-conscious symbol and it is respecting the aquatic environment. In addition to this, it fulfills
and meets the strict environmental and biodegradability standards. It limits the wastage related to

MARKETING AND COMMUNICATION 5
manufacturing and packaging of cosmetic products. Moreover, Body Shop has its own charity
named as The Body Shop foundation to help those working to attain progress in areas of civil
and human rights and protection of animals and environment. Thus, it is clear to state that Body
Shop Organization is adopting the societal marketing orientation in its business processes
(Lemon and Verhoef, 2015).
Task 2: Marketing Environments
Relevance 150
The marketing environment and its factors are directly related to the company and its growth in
the industry. For an organization, it is of the great significant due to some reasons. One of the
major reasons is that the effect of environment on a company is massive. For an organization, it
is necessary to understand the trends and analyze the data about the customer needs. Analysis of
marketing environment is essential for an organization as it assists it to understand the changes in
the external environment which may impact the functioning and operations of all the divisions.
The firm that continuously analyzes the environment and its factors become ready to overcome
the threats from its external and marketing environment (Singhal, Rajput, and Jha, 2017).
Analysis of marketing environment is completely relevant to the marketing environment as helps
the company to know about the potential threats, opportunities and competitors so that it can
make its future efforts and plans accordingly.
Social Factor
One of the major social factors that have positive impact on the business Body Shop is that men
in United Kingdom are become very conscious about their appearance. Due to this, they prefer to
use skin and hair care cosmetics products. Aging population has the willingness to make their
spending on premium priced cosmetic products and use the anti-aging products. It has increased
the sales of Body Shop’s product sales. 65% of UK’s people are using internet so they prefer to
buy its products online (Shatzman, 2017). It is both time saving and convenient for them. This
factor is beneficial for the business of Body Shop.
Environmental Factor
As mentioned above, Body Shop is very much responsible towards environment and natural
factors. Considering the people’s increased concern towards environment, Body Shop ensures

MARKETING AND COMMUNICATION 6
the sustainable packaging of its products. Additionally, it uses different techniques of safely
disposal and recycling of products. It assists the organization to grab the attention of people
towards its corporate social responsibility and environmental efforts. Body Shop has become
environmentally responsible by engaging in green market (Charter, 2017). This factor has
positive impact on the growth and success of Body Shop in cosmetic product industry.
Relevance
Competitor analysis plays an important role in the organizational life of Body Shop. It is an
important process for this company to understand about the marketing strategies and goals of
competing brands. By conducting this analysis, Body Shop understands the resources and
capabilities which organization has developed to attain its predetermined objectives. It assists the
organization to know about the position of competitors in the market (Trivicram, 2017). This
organization believes that having narrow and focused approach will help it to implement
effective strategies and gain success. Body Shop is facing intense competition in cosmetic
product industry. The major competitors in United Kingdom are such as Lush, Weleda UK and
L’Occitane. These competitors are affecting the business operations of company. Under its
market research program, Body Shop analyzes its competitors also. Moreover, it also assesses
their targeted market and strategies so that it can make its future strategies.
Competitor analysis
Competitor analysis of Body Shop in United Kingdom is stated in the below table:
Criteria Lush Weleda UK L’Occitane
Number of Stores Lush owns 105 stores
all over United
Kingdom and more
than 900 stores in 49
nations.
Weleda has its stores
in over 50 nations in
all five continents.
L’Occitane owns over
1000 stores in over 25
nations.
Product Quality Lush is very serious
about its products’
quality and its
ingredients.
The company is fully
committed to product
quality. The products
of Weleda are the
result of great quality
The quality of
L'Occitane is lower
than Lush and Body
Shop. To offer
products on affordable

MARKETING AND COMMUNICATION 7
choice from purchase
of raw materials via
manufacturing,
bottling and delivery
of final products.
prices, it compromises
on the quality (Voigt,
Buliga and Michl,
2017).
Prices It offers its hair and
skin care products on
premium prices.
It offers the mid-
priced products.
Online rates of
products are
comparatively low.
It uses different
pricing strategies for
different products.
Some of the products
are affordable for all
customers.
Benefits Lush offers different
products like soaps,
creams, lotions,
scrubs, shampoos and
masks. The customers
can purchase all the
products for their
beauty, health and
skin care (Smithers,
2011).
In addition to beauty
products, Weleda
provides naturopathic
products to its
customers (Draelos,
2015). The company
still uses animal
testing that affects the
customers’ perception
towards Weleda.
The customers can
purchase their desired
cosmetics on
affordable prices.
Use of natural
ingredients
The company offers
home-made personal
care products to its
customers.
It designs its products
on the basis of
anthroposophic
principles. It utilizes
natural ingredients
grown using different
methods (Rodrigues,
Pimentel and Oliveira,
It uses traditional
methods and raw
materials for
production.

MARKETING AND COMMUNICATION 8
2015).
The above competitor analysis indicates that Lush is the biggest competitor of Body Shop in the
UK fashion and cosmetic industry. The company offers higher quality products on premium
prices but still it is able to establish an effective customer base. Body Shop should consider the
quality of its products. It should make efforts to enhance its product quality in United Kingdom.
In addition to cosmetics, it should offer naturopathic products also. It needs to focus on the raw
materials and ingredients used to manufacture the products (Jones, 2015).
Task 3: Marketing Mix
Product and service Offering
Body Shop is an internationally recognized brand that offers over 1000 products under its brand
portfolio. It is naturally tending towards developing the environmentally and natural ingredients
like marula oil and sesame seed oil (The Body Shop, 2018). The company offers the both skin
and hair care products like shampoo, conditioners, body gels, and treatment for hands, body oil,
perfumes, bath treats etc. Some of the examples of company are Ginger Shampoo, New Fuji
Gree Tea Cleansing Hair Scrub, The Body Shop Olive Body Scrub etc.
Pricing Strategies
Currently, Body Shop is using premium pricing strategy. The prices of its products are
significantly higher due to immense differentiation and branding nature that is environmental
friendly and ethical (Brunk, 2017). Its big packages contribute to the higher costing. It is the
reason that its targeted market covers the financially strong people. It confronts an intense
competition in premium cosmetics retailers in UK. For example, Lush is also one of the major
players that offers premium products.
Place Strategy
Body Shop offers its products through different distribution channels. For instance, mainly it
sells the products through its physical stores, online sites and Body Shop Home Scheme (Belch,
et al, 2014). The company has made a huge investment on its virtual existence. Online

MARKETING AND COMMUNICATION 9
distribution channels of Body Shop assist its customers to purchase the cosmetics more
conveniently and easily.
Thus, The Body Shop is using effective marketing strategies to attract more customers towards
its products and services.
Conclusion
From the above analysis, it can be concluded that Body Shop is one of the leading players in UK
cosmetics industry. The company is operating its business by using effective marketing strategies
and societal marketing orientation. The report shows that it is very much focused on the
environment and natural resources. The company is making every possible effort to attract
customers towards products and services. There are some social and environmental factors which
have positive impact on the business of Body Shop. The major competing brands of Body Shop
are Lush, Weleda and L’Occitane which pose competitive pressure on Body Shop. The report
finds out that company can enhance its business operations by using effective strategies and
processes. It should focus on its pricing strategies so that it can attract more people towards its
products.

MARKETING AND COMMUNICATION 10
References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., (2014) Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Brunk, K.H., 2017. Shedding Light on the Ethical Consumer Debate: Evidence from a
Qualitative Investigation of Body Shop Consumers. In The Customer is NOT Always Right?
Marketing Orientationsin a Dynamic Business World (pp. 292-300). Springer, Cham.
Charter, M. (Ed.). (2017) Greener marketing: A responsible approach to business. Routledge.
Draelos, Z. D. (Ed.). (2015) Cosmetic dermatology: products and procedures. John Wiley &
Sons.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., (2015) Retail marketing management:
Principles and practice. Pearson Education Limited.
Jones, E. (2015) The Better World Shopping Guide# 5: Every Dollar Makes a Difference. New
Society Publishers.
Lemon, K.N. and Verhoef, P.C., (2016) Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), pp.69-96.
Rodrigues, F., Pimentel, F.B. and Oliveira, M.B.P., (2015) Olive by-products: Challenge
application in cosmetic industry. Industrial Crops and Products, 70, pp.116-124.
Shanbhag, P. and Nayak, S., (2015) Societal Marketing–The Shift: Indirect to a direct marketing
approach. International Journal of Advanced Research, 3(9), pp.524-527.
Shatzman, C. (2017) How The Body Shop Uses Content to Drive Social Change, Available from
https://insights.newscred.com/body-shop-content-marketing-social-change/ [Accessed from 30
June 2018].
Singhal, M., Rajput, S. and Jha, M., (2017) Building Brand Image through Corporate Societal
Marketing. BULMIM Journal of Management and Research, 2(2), pp.65-71.

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Smithers, R. (2011) Store Wars: the Body Shop and Lush, Available from
https://www.theguardian.com/money/poll/2011/nov/25/store-wars-body-shop-lush [Accessed
from 30 June 2018].
The Body Shop, (2018) The Body Shop: Home Page, Available from
https://www.thebodyshop.in/ [Accessed from 30 June 2018].
Trivicram, S. (2017) Customer Needs, Wants, and Demands & Strategic Decision Making,
Available from http://myventurepad.com/customer-needs-wants-demands-strategic-decision-
making/ [Accessed from 30 June 2018].
Voigt, K.I., Buliga, O. and Michl, K., (2017) Pure Beauty: The Case of The Body Shop.
In Business Model Pioneers (pp. 25-39). Springer, Cham.

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