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Marketing Process
The Body Shop International
My Nguyen – 1042134
Phuong Tran – 1340420
Bich Do – 1435496
Yen Pham – 129320
Anh Dang – 1401581
Marketing Process
• Marketing process is the process of analysing
situation opportunities, selecting target markets,
developing marketing mix and managing marketing
efforts
• Marketing process consists 4 stages:
1. Marketing Research
2. STP – Segmentation, Targeting, Positioning
3. Marketing Mix (4Ps)
4. Implementation and Control
The Body Shop International
1976
Open 1st Store
Open 1st Franchise
Store in Belgium
2013
• Operates more than 2,700
stores in 66 countries
• Offers more than 1,200
products
2006Acquisition by L’Oréal
The Body Shop – Core Values
• Defend human rights
• Support Community Fair Trade
• Protect our planet
• Against Animal Testing
• Activate Self Esteem
Marketing Research
Political Analysis
Economic Analysis
Social/Demographic Analysis
Technological Analysis
Changing in consumer behaviour
Political/Legal Analysis
Economic Analysis
• 1976: Anita Roddick, founder of The Body
Shop delivered 4 million petition signatures
to the European Commission to end animal
testing for cosmetics.
• 2013: The Total ban on animal testing for
cosmetic products has been performed
• Its forecast for GDP growth at 3% in 2014 .
• Inflation rate (consumer price index) fell
from 2.6% in 2013 to 1.5% in 2014.
Social and Demographic Analysis
• Changing population age structure
• 23% of the population between age group of 65 and over
• The UK ageing population is expected to rise over the next few
decades
• The rise in the number of working women at a high wage
• The earning and education gap between women and men has become
much more narrow
Technological analysis
Changing in consumer behaviour
26.4 30.934.6 37.8 40.7 43.4
2012 2013 2014 2015 2016 2017
UK Smartphone users and penetration (2012-2017)
Smartphone users (millions)
• Male grooming market in the UK has expected to increase
5% in 2017.
• The ethical and environmental issues are becoming more
important to consumers (83% claimed that they care about
natural organic and green priority; health and environment
are their priority concern.
S-T-P Process
Mass
consumers
20-55 years
old
Women 20-55
Environmentally
and socially
conscious
“Environmentally
conscious brand”
Brand Value
Ethical Value
(CSR- Ethical Manners, Society
and Environmental Concern)
External value
(emotional connections
with customer)
Internal value
(innovation –
competitive advantage)
Product – Core Benefits
Moral value
ethical and environmental friendly
Self-Express value: unique personality reflection
Emotional value: feel better and happier
Functional value: beauty care product
Packaging
no secondary packaging, green
logo
Brand Name
The Body Shop
Quality
Premium Quality
Features
Natural ingredients
Actual Product
Product – Brand Identity
Product associations
Eco-conscious brand
Product
Natural care
Personality
Excitement, friendly with environment
Symbol
Green, logo-consistent
Organization
Environmental and ethical business
(Wallström et al., 2008)
Product and Price
• Green and natural concept
• ‘Masstige’ brand offers price
only slightly above mass
product goods
E-Marketing
Kotler et al. Principles of Marketing 4th Edition Figure 4.3 Setting up for e-marketing
• Social Media
Conclusion
Expected Challenges
• Increasingly importance of customised products in
consumer choices which will challenge The Body Shop
to innovate its offers.