The report “Brand Analysis of the Body Shop” would attempt to deal with “The Body Shop” values and its impacts on brand development. The Body Shop was first established by Antia Roddick in the year 1976 as one small shop in Brighton…
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Due to such activities the company has been able to position its brand in a better way in comparison to its competitors. The brand characteristics with regard to the products were found to have greatly influenced the customers purchasing decisions for the products which have enabled the company to demand premium price for its products. Table of Contents Executive Summary 2 Table of Contents 3 Brand Positioning and Values 6 Against Animal Testing 8 Support Community Fair Trade 8 Activate Self Esteem 8 Defend Human Rights 9 Protect the Planet 9 Brand Characteristics 10 Customers Benefits 11 Brand Community 12 Brand Equity 13 Conclusion 15 Reflection 16 References 17 Bibliography 19 Introduction The report would attempt to deal with “The Body Shop” values and its impacts on brand development. The Body Shop was first established by Antia Roddick in the year 1976 as one small shop in Brighton, England for selling beauty products. The company started its business with 25 products that were created with natural ingredients. It was able to attain rapid growth and expand itself in the European market as well as internationally inspite of pursuing the strategy of “no money spent on advertising”. ... The company mainly produces toiletries and cosmetic products internationally. It offers a wide assortment of beauty products such as body gels and oils, make up products, moisturizers baby care products, hair care products, massage products, skincare products, bath and body products and even fragrances (Carlson, 2011). The products are made from natural ingredients which are supposed to be ethical and environmental friendly such as banana shampoo and coconut milk body lotions. The company primarily aims at combining activism with marketing and encourages women to concentrate on self-esteem along with environmental and social causes. The company strongly criticizes the idea of testing products on animals and ensures that the ingredients used in its products have not been tested on animals in any possible way. In addition to this, the company also restricts the use of harmful chemicals in the form of ingredients for its products. Furthermore, it believes in the principle of producing eco-friendly products and wishes to establish its identity as an eco-conscious company. The company sells its products both through online and established shopping houses. The company strives to ensure greater degree of cooperation from its suppliers in order to boost its innovations for the development of new and ethical products. The company has been able to retain its customers even after it was taken over by the L’Oreal Company in 2006 (Carlson, 2011). The company’s aim always has been to expand its business by satisfying its customers’ needs with natural and ethical products. It further emphasizes to deliver superior quality beauty products at affordable prices to its loyal customers in contrast to its existing competitors (Fitness Health, 2012).
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Consumer behavior regarding a particular product is one of the important factors to manage the brand. So, analysis of consumers’ response on a product or brand is necessary to assess the negative side and weakness as well as positive strength of the brand.
The Body shop is one of the most reputed companies in the cosmetic industry. It has joined hands with L’Oreal recently to improve its global presence. However, some people believe that this alliance is just like the mixing of oil with water because of the contrasting business philosophies of these two companies.
Recent News of Note 6 2. Comprehensive Profile 6 2. A. ii Logo 7 2. a. iii Symbols 7 2a. iv Packaging and Trademark 7 2b.i. Product Characteristics 8 2b.ii. Pricing 8 2b.iii. Promotion 9 2b.iv. Distribution 10 2c. Brand Positioning: Target Market, Segmentation and Nature of Competition 10 3.
The author explains that the Body Shop was founded in 1976 by Anita Roddick, who strongly believed that natural ingredients are the best way to take care of the body and remain beautiful. The huge range of body care products are made from natural ingredients from across the world and cater to people of all strata.
The Body Shop is headquartered at Littlehampton in the United Kingdom. This paper will discuss the company’s history, marketing tactics, operating and competition strategies, and financial position. History As cited in Hofstetter and Jenni (2011), Anita Roddick visited a Californian based cosmetics shop called ‘The Body Shop’, which was run by Peggy Short and Jane Saunders in the early 1970s.
Now, it is also selling t-shirts, hoodies, and baseball caps with the same branding style. Our brand is more fashioned than athletics. Our core customers have been self described as hipsters but they generally shop at the mall. We sell through a 62 youth oriented stores in our sales region as well as through our own website.
Dark chocolate, rich in anti-oxidants, fights free radicals in a similar way to red wine. Consumers' changing attitudes to health mean they are now eating for health rather than just restricting fat and calories, and this has resulted in the phenomenon of permissible indulgence - a treat that is both luxurious and beneficial in the eyes of the consumer." MINTEL
Revenue will be primarily from the sale of our unique ice cream flavors and related products consumed by customers in the surrounding area. Shasta will begin operations in June, 2014, and will be a single member Limited Liability Company in which I will be
The marketing strategy will therefore look at all the factors that influence the market and design a plan that if implemented will enable the brand maintain its position as a global brand.
The sales of soft drinks has been declining over the
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