Team:The green

leaves

Outline

• The brand• The product• Market analysis• SWOT• Goals / objectives • Strategic options• Choice for an option• Marketing mix

The brand

Founded in 1976 by Anita Roddick

Cosmetics shop

2 400 stores in 61 countries

Bought by l‘Oreal

Brand system

Brand values : • against animal testing• Defend human rights• Protect our planet• Support community trade

The body shopNatureResponsibilityFair trade

Shea body butterMoisturizing cream

Product

Shea body butter

One of best seller of Body shop

PLC : maturity

Purchase decision category : emotion and high involvement

Product category: skin care

The product

Shea body butter

The product : impact matrix

Cultivation primary processing

Packaging Distribution Consumption disposal

Resource use

Air

Water

Soil

Waste

Eco systems

Health

Equity

Market : competition

3 types of competitorsThe beauty cosmeticsThe bio cosmeticsThe professional cosmetics

A very innovative marketOligopolistic market

Positioning

The Body Shop L’Oréal Olay & Nivea

Product line Mainly skincare Broad Focus on skincare

Market position Environment friendly

Leader Major competitor in skin & body care market

Competitive advantage

Natural-based and brand value

Very experienced global brand

Low price and product innovation

Price range Mid range Slightly lower than the Body Shop

Mid low

Target group

Women

From 20 to 40 years old

Working

Taking care of herself

Aware of economical and social aspects

Consumer insightEco investment– Biodegradable– Waste limitation– Protect water resources

Motivation for choosing this product– A trendy brand– The best ingredient for moisturizing– Fair trade with a women association in Ghana– Helps education

Persona

Louise

22 years old

Single

Studies Law

Hobbies: tennis, yoga and cinema

Student job: babysitting

Values: fighting for human rights (women’s condition for example), recycling

Persona

Reasons for buying a sustainable product- Taking care of herself- Buying a trendy but not to expensive product- Engaging herself in a social and environmental cause

Knowledge: Advertisements, salesperson advice

Attitude towards sustainable innovations: Word of mouth

Decision: It corresponds to her values

Media behaviour: Likes the Facebook page, talks about it on a forum, twitts about her body butter

SWOT AnalysisSTRENGTHS

• The brand itself

• Being part of the L’Oréal group

• Leading player in a niche market

• High brand loyalty

• Innovative products

• Good quality and services

WEAKNESSES• Loss of trust from different

stakeholders

• Small number of stores in UK

• Problems in franchise system

• Many products are in the mature or declining stage

• No marketing or advertising department

SWOT analysisOPPORTUNITIES

• Metrosexual factor• Crisis • Increased awareness of

organic and eco-friendly product

• Increasing number of online buyers

• Ageing population• Ban of sale of animal tested

products in EU

THREATS• Chemical legislation• Unstable supplies of raw

materials• Legislation banning animal

tested products• Strong competition• Suppliers are not required to

adhere to ecological standards• No environmental certification

• Create a marketing department which will:– Develops the visibility of the brand– Communicates about the non animal testing

policy– Refreshes the image of the brand to:• Wider the target : men/young men/ mature women

• Reinforce environmental policies by :– Working only with eco-friendly suppliers– Obtaining environmental certification

Goals and objectives

Strategic options

2009 : new range of products « Nature’s way to beautiful »Keep their identity even if they were bought by L’Oreal in 2006Strong valuesCommunity trade program Communicate about ecological and ethical arguments

Our strategic option

Reinvent the design of products and shops in order to make them

younger more attracting

Make forget to people L’OréalNew positioning:

“Haut de gamme” brand with average price

Social media marketing

Twitter : 20982 followersFacebook : 455 000 followersDozens of forums Hundreds of videos on YoutubeArticles on wikipediaCommercial mails

Marketing mix

Product

• Shea body butter

• Made of oil and organic sugar

• Organically grown body product

• Short durability• Relatively low

price

Price

• 15 €• Medium price• Affordable

product

Place

• B2C related• Direct target:

consumers• Mix between

intensive and selective distribution

• Shops are run on a franchising basis

Promotion

• Against promotion

• Own website• Products are

organically grown

• The Body Shop is against animal testing

Thank you for your attention