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Marketing analysis of the brand Body Shop
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The Body Shop
Marketing analysis
I - Brand overview in Korea
II - Target segment selection and description
III - Value curve for Body Shop and two competitors
IV- Brand platform
Brand overview in KoreaBrand overview in Korea Established in Korea since Established in Korea since
19971997 Beauty with heartBeauty with heart Fairtrade & natural beauty Fairtrade & natural beauty
productsproducts Franchise SystemFranchise System 62,15662,156 Facebook Facebook
fans/twitterfans/twitter >>150150 stores stores Stores in Stores in 4040 cities of Korea cities of Korea More than More than 5050 in Seoul in Seoul 1.41.4 billion global sales billion global sales
Body Shop turnover : 50 Body Shop turnover : 50 bilion wonsbilion wons
Asia : strongest Asia : strongest growing market growing market
((+6.7%+6.7%))
The Body Shop The Body Shop established in established in 19761976
Parent company Parent company L`Oréal (since 2006)L`Oréal (since 2006)
Brand overview in KoreaBrand overview in KoreaThe 5 Body Shop core valuesThe 5 Body Shop core values
→Against animal testingAgainst animal testing
→Community fair tradeCommunity fair trade
→Self esteemSelf esteem
→Human rightsHuman rights
→The planetThe planet
Body Shop market segmentationBody Shop market segmentationHealth/appearenceHealth/appearence
Price rangePrice range
Quality/Quality/effectiveneseffectivenes
Brand awarenessBrand awareness
Social aspects Social aspects (trendy, fair trade (trendy, fair trade
etc.)etc.)
Economic aspects Economic aspects (biodegradable, (biodegradable,
protect nature etc.)protect nature etc.)
Female costumerFemale costumerage 20age 20
Female costumerFemale costumerage 40age 40
HighHigh
ImpacImpactt
LowLow
Target segment Target segment descriptiondescription
• Mainly skincare Mainly skincare productsproducts
• Environment Environment friendlyfriendly
• Natural-based Natural-based productsproducts
• High brand High brand valuevalue
• Mid-range price Mid-range price segmentsegment
CompetitorsCompetitorsNatural RepublicNatural Republic
•Korean cosmetic company•Natural ingredients
Etude HouseEtude House
•Best selling brand•Reflect the dream
Value curveValue curve
Brand PlatformBrand PlatformCustomer Customer
Value Value propositionproposition
Beauty with heart
BenefitBenefit
EmotionalEmotional•Protecting planet •Looking good and feeling good •Expressing Environmental awareness•Being hygienic•Engaging in social and environment
FunctionalFunctional•Nourishing •Skin Protection •Moisturizing •Recovery •Covering •Beauty & healthy skin
POD/POPPOD/POP
PODPOD (Point of difference) •Ethical image•Anti-animal testing•Quality•Cosmetic for men•Natural Product
POPPOP (Point of parity)•Natural ingredient (note)•Cosmetic for women
RTBRTBThe Body Shop Foundation , Charity programs, Ethical campaigns ,Several awards , Against animal testing, Defend human rights, Protect our planet, Support community trade, Wide global presence
PersonalityPersonality Eco-friendly, Ethical, Generous, Environmentally-responsible, Organic, Feel welcome , Clean and well organized
Identification Identification ElementElement
Plant-like symbol, Use natural colors, Cozy and natural looking shop layout, Nature-friendly packaging, Natural odor
I – Current Marketing Mix
II - From – To Analysis
III – Desired Marketing Mix
• Nature-based Nature-based
• Sustainable cosmetics (mainly lotion & Sustainable cosmetics (mainly lotion &
scrubs)scrubs)
• For the consumer who likes to take care of For the consumer who likes to take care of
themselvesthemselves
• Can be recycledCan be recycled
• Medium - upper medium price rangeMedium - upper medium price range
• Comparable to the competitors Comparable to the competitors
• Terms of paymentTerms of payment
• The company is against promotionThe company is against promotion
• No business by promotingNo business by promoting
• Social médiaSocial média
• WebsiteWebsite
• International locationInternational location
• B2C relatedB2C related
• Run on a franchising Run on a franchising
basisbasis
• Brand Stores in highly Brand Stores in highly
popular shopping districtspopular shopping districts
« I think natural
ingredients are less
effective »
Missing trust in product
effectiveness
« Bodyshop products are
protecting the environment » « I prefer natural over
chemical products »
Believe in natural
ingredients
Increase the target customer’s perceived value Increase the target customer’s perceived value for protecting the environment and the strength for protecting the environment and the strength of natural ingredientsof natural ingredients
Issue a marketing campaign with celebrities Issue a marketing campaign with celebrities who stand for natural beautywho stand for natural beauty Emphasize the importance of saving the Emphasize the importance of saving the
planetplanet Improve the trust in natural productsImprove the trust in natural products
« The price is too high for me »
More expensive
than Korean brand
« Body shop product are good value for money »
Brand high value
Use of coupon system to make Use of coupon system to make products cheaperproducts cheaper
Launch promotional campaignsLaunch promotional campaigns
Give more test samples to Give more test samples to compensate for the high prices and compensate for the high prices and show the good quality of the show the good quality of the products.products.
« I don’t really know the brand »
Very fewAdvertisement
No connection with Korea
«International well known brand »
Invest and active brand
Eco-friendly
Relatively small make up product portfolio Relatively small make up product portfolio > use Korean stars for advertising to > use Korean stars for advertising to increase effect and give the brand Korean increase effect and give the brand Korean appealappeal
Establish a friend referral program : use Establish a friend referral program : use “Kakao talk” as platform so that friends can “Kakao talk” as platform so that friends can send “free trial vouchers” send “free trial vouchers”
« The shop doesn’t look like trendy
»
not appealing
« The Body Shop look
fashionable »
Inviting
Change the design of the storesChange the design of the stores
not too strictlynot too strictly
More trendyMore trendy
Use some real plants as a facadeUse some real plants as a facade