MCOM4040: Strategic Marketing Analysis of The Body Shop Campaign

This report provides a strategic analysis of The Body Shop's marketing and communication strategies, focusing on their campaign against animal testing. It examines the promotional mix element used, the promotional channels employed, and the key message conveyed in the video campaign. The report identifies the target audience and their characteristics, and applies the AIDA (Attention, Interest, Desire, Action) marketing theory to explain how the campaign's source attributes and key message achieve The Body Shop's new objective. Furthermore, it suggests a method for measuring the effectiveness of the video campaign and concludes with a summary of the key findings. Desklib provides access to similar solved assignments and past papers for students.

Running head: STRATEGIC ANALYSIS OF THE BODY SHOP
STRATEGIC ANALYSIS OF THE BODY SHOP
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STRATEGIC ANALYSIS OF THE BODY SHOP
Table of Contents
1.Introduction.................................................................................................................2
2.The Promotional Mix theory.......................................................................................2
3.Discussion of the promotional mix element................................................................3
4.Discussion of the promotional channels used by The Body Shop..............................3
5.Discussion of the key message in the fight against animal testing video campaign...4
6.Discussion of the key target audience of the video campaign and their
characteristics.............................................................................................................................4
7.Using AIDA (Attention, Interest, Desire, Action) marketing theory, explaining how
the video campaign’s source attributes and key message achieve The Body Shop’s new
objective.....................................................................................................................................4
8.Discussion of one method The Body Shop should uses to measure the effectiveness
of the video campaign................................................................................................................5
Conclusion......................................................................................................................5
References......................................................................................................................6

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STRATEGIC ANALYSIS OF THE BODY SHOP
1.Introduction
Effective marketing is based on the ways by which the marketing related activities of
the organizations which helps in the creation of a profitable position in the industry. The
marketing based campaigns are created by the organizations with for the purpose of fulfilling
the effective promotional activities. The efficient process of marketing is important for
making sure that the business can grow to any size.
The successful marketing campaigns are a result of extensive research that can help
the marketers to form an advertisement that can help in providing details to the customers.
The creation of awareness about the product is also an important part of the marketing
campaigns that are designed by the marketers (Nour and Almahirah 2014). The discussion
will be based on the marketing campaign that has been undertaken by The Body Shop in
order to reach the target customers.
2.The Promotional Mix theory
The promotional mix of an organization can be defined as the blend of the
promotional variables that helps in describing the ways by which the marketers are able to
reach the goals that have been set by them. The promotional mix of an organization is further
considered to be a subset of the marketing mix. This process is also considered to be a way
by which the organizations are able to allocate the budget of different promotional activities.
The activities of the promotional mix of an organization can vary at different points of time
(Kitchen and Burgmann 2015). The four major elements of marketing mix are,
Advertising, which is based on the non-personal communication that is done by the
sponsors.

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STRATEGIC ANALYSIS OF THE BODY SHOP
Personal selling is based on the face to face contact with the customers.
Sales promotions are based on the activities that are aimed at motivating the
customers and publicity is based on the activities that are carried out by mass media related to
the firm and the products (Khan 2014).
3.Discussion of the promotional mix element
The promotional mix element that has been used by The Body Shop in the video is
based on public relations. The company is aiming at creating awareness and relations with
public with the help of their awareness based program.
Advantages - The main advantage that this element of promotional mix can provide
to the company is based on the positive position that it is able to create in the market with the
help of social awareness that is spreading among the consumers.
Disadvantages - The disadvantages are based on the issues that the company can face
with respect to the implementation of new methods within the production activities
(YouTube. 2018).
4.Discussion of the promotional channels used by The Body Shop
The major promotional channels that have been used by the organization to spread the
message are based on the usage of social media to create a petition against the usage of
animals for testing of cosmetics. The company has used the power that has been provided by
the internet for reaching the customers in an easy way. The campaign is based on the aim of
sending a message to the customers and the organizations based on the issues that are faced
due to the wrong usage of animals (YouTube. 2018).

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STRATEGIC ANALYSIS OF THE BODY SHOP
5.Discussion of the key message in the fight against animal testing video campaign
The key message that has been sent by The Body Shop with the help of this video is
related to the ways by which the cosmetics can be treated without implementing cruel
methods on the animals. The company has always believed on the concept of creating make
up based products that are totally free from cruelty. The organization aims at stopping the
cruel activities of the other companies related to testing of the beauty products (YouTube.
2018).
6.Discussion of the key target audience of the video campaign and their characteristics
The major target audience of the campaign that has been created by The Body Shop
are the other beauty product based organizations and the governments of different countries.
The United Nations has also been involved in the major target audience group of message
that has been provided by the Body Shop. The target audience of the message was quite large
and the steps that have been taken by the company for this purpose are also huge (YouTube.
2018).
7.Using AIDA (Attention, Interest, Desire, Action) marketing theory, explaining how
the video campaign’s source attributes and key message achieve The Body Shop’s new
objective
Attention:
The Body Shop aims at drawing the attention of customers from all over the world
with the help of the message that is provided by senior managers.
Interest:
The video campaign is based on retaining the attention of customers which has been
gained by the company.

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STRATEGIC ANALYSIS OF THE BODY SHOP
Desire:
The desire of the company behind the campaign is to help in the ban of animal testing
of cosmetics.
Action:
The Body Shop has taken an action to encourage the customers so that they are ready
to sign a petition for banning the use of animals (Wongleedee 2015).
8.Discussion of one method The Body Shop should uses to measure the effectiveness of
the video campaign
The method that can be used by the Body Shop to measure effectiveness of the
campaign is mainly the experimental and survey test. The organization can conduct online
surveys to analyse whether the customers are aware about the message that has been provided
by them in the video message. The surveys can help the company to test whether the message
that has been spread by them has any effect on the customers (Helm and Gritsch 2014).
Conclusion
The discussion is mainly based on the video message that has been made by the Body
Shop to increase awareness about the cruel activities of beauty product based organizations.
The company has aimed to stop the testing of beauty products on the animals. The
promotional element that has been used by the company has also been discussed in the
analysis.

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STRATEGIC ANALYSIS OF THE BODY SHOP
References
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International Business
Review, 23(2), pp.418-428.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work
at a strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Nour, M.I. and Almahirah, M.S., 2014. The impact of promotional mix elements on
consumers purchasing decisions. International Business and management, 8(2), pp.143-151.
Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences, 197, pp.2080-2085.
YouTube. (2018). Forever Against Animal Testing: Facts and Myths – The Body Shop and
Cruelty Free International. [online] Available at: https://www.youtube.com/watch?
v=LTW5VSIBjFg&feature=youtu.be [Accessed 7 Jul. 2018].