Marketing Report on the Body Shop

Marketing Report on the Body Shop

Marketing Report

Desk of Contents

Introduction

The Marketing Environment

PEST

SWOT

Porter’s Five Forces

Positioning and Targeting

Segmentation

Targeting

Positioning

Strategies for Growth and Marketing Objectives

BCG Matrix

Ansoff Matrix

Redesigning the Marketing Mix

Budget, Measurement, and Control

References

Introduction

This report will offer you the background and proof that types a advertising plan for The Body Shop. All through the report the organisation’s present advertising surroundings shall be assessed by means of finishing a advertising audit. It can additionally cowl their present positioning and focusing on technique and their advertising combine.

The Body Shop based in 1976 by Anita Roddick who was a British businesswoman, believed in environmental campaigns and human rights. The Body Shop is a British cosmetics skincare and fragrance firm which produces and affords pure and fair-trade magnificence merchandise. It presently has a product vary of over 1,000 skincare, haircare, make-up and physique merchandise. These all have an incredible scent with infinite choices and smells. The Body Shop sells their merchandise in over three,000 shops positioned in the UK and internationally in 66 nations that are owned and franchised. Additionally, The Body Shop sells their merchandise on-line and thru the associates and The Body Shop at house programme. Anita Roddick died in 2007; Earlier than that, The Body Shop was owned by French cosmetics firm L’Oréal between 2006-2017, Brazilian cosmetics firm Natura now owns the firm.

The Marketing Atmosphere

The advertising surroundings represents a framework which generally may be troublesome to classify. Particular advertising environments are consistently altering, and establishments want to pay attention to what goes on in the phrase round them. Jobber and Ellis-Chadwick (2013, p78) state “the advertising surroundings consists of the actors and forces that have an effect on an organization’s functionality to function successfully in offering services and products to its clients.”  Firstly, it is vital for The Body Shop to mirror on its advertising surroundings equally internally and externally. Each is commonly often called their micro and macro surroundings. It will Help them perceive tendencies inside their organisations surroundings and make plans (R. Masterson & D. Pickton 2014).  To Help their understanding additional, analyses can be utilized which shall be shared on this advertising report.

PEST

The macro surroundings contains all the forces that may have an effect on an organisation however are exterior their sphere of management.  “There are a number of fashions for analysing the exterior surroundings at a macro stage.  A few of these are very comparable, being solely incremental adjustments to earlier fashions” (Blythe and Megicks, 2010, p80).  One mannequin that helps that is the PEST Assessment which is a great tool for The Body Shop to grasp the surroundings during which the organisation operates in. The abbreviation PEST refers to Political, Financial, Social and Technological influences. The report shares a PEST Assessment beneath. It pertains to The Body Shop organisation which portrays elements that might affect them.

From the Assessment above there are a number of elements in the macro surroundings that ought to be checked out by The Body Shop when growing their advertising technique. Political points might embrace potential certification legislation for pure and natural merchandise and continued authorities spending, that means taxes shall be elevated. Additionally, the surprising recession implies that retailers might face an unstable financial surroundings state of affairs. Social elements closely relate to client behaviour, for instance, life-style decisions and attitudes in the direction of these have an actual affect on these. This might relate to rising in Self-employment. Based on the Workplace for Nationwide Statistics (ONS) the variety of self-employed staff has elevated from three.three million in 2001 to four.eight million in 2017. Expertise is continually evolving in at present’s market to enhance enterprise manufacturing and processes, due to this fact, it is vital for The Body Shop to grasp the technological elements which can Help them stay aggressive.

SWOT

A SWOT Assessment is a plan which helps organisations to judge their total advertising surroundings. The SWOT mannequin stands for Strengths, Weaknesses, Alternatives and Threats and it additionally considers components from each the micro and macro-environment (Dibb, S., Simkin, L. 2013). Each power and weaknesses are elements which can be particular to the agency. On the different hand, the alternatives and threats focus on the macro surroundings. These are exterior elements which feed into the earlier PEST Assessment, and based on (R. Masterson & D. Pickton 2014) typically organisations can have much less management over them. A SWOT Assessment for The Body Shop has been created beneath to help with the present positioning inside their surroundings. 

This Assessment offers a abstract view of the key elements recognized in the audit.  There are a number of alternatives The Body Shop can benefit from, e.g., extending their product vary to males. There may be additionally the potential to maneuver weaknesses to strengths, e.g., enhance their promoting campaigns to extend model consciousness.

Porter’s 5 Forces

Porter’s 5 forces is a mannequin developed by (Porter 1985). Reviewing the micro stage surroundings brings the organisations Assessment nearer to the agency. Kotler (1986, p124) famous this “consists of the actors in the firm’s speedy surroundings that have an effect on its potential to serve its clients.”  The software is beneficial for markets to determine competitor exercise in addition to aggressive threats.

Incorporating the Porter’s 5 forces mannequin helps broaden the idea of competitors and permits entrepreneurs to take a look at the wider image (Blythe, 2012). From the Assessment total above, it’s clear The Body Shop aggressive rivalry stands at medium stage. Though the energy of suppliers and risk of recent entrants is at a low aggressive pressure, The Body Shop wants to pay attention to the energy of patrons and risk of substitutes as a result of the excessive variety of rivals in the beauty business. This implies comparable merchandise may be bought elsewhere.

Positioning and Concentrating on

Segmentation

Segmentation is “dividing a market into distinct teams of patrons with completely different wants, traits or behaviour, who would possibly require separate merchandise or advertising mixes” (Kotler et al 2005). It’s clear The Body Shop’s present advertising technique focuses on two sorts of segmentation. The primary technique is demographic segmentation the place The Body Shop affords their merchandise to clients who’re each men and women at center to upper-class stage aged between 20-55.  Secondly, psychographic segmentation is utilized by the organisation which makes an attempt to measure and perceive peoples existence, values, personalities and/or their psychological traits (R.Masterson & D. Pickton p.157)

Concentrating on

Concentrating on is “the strategy of evaluating every market phase’s attractiveness and choosing a number of segments to enter” (Kotler et al 2005).  As soon as the organisation has a segmentation technique in place, they’re then capable of determine on a phase to focus on.  An method The Body Shop may observe can be differentiated advertising which might imply that they aim their merchandise in the direction of a couple of goal phase. Nevertheless, since they maintain their media and promoting to a minimal a concentrated/area of interest advertising method for The Body Shop appears extra acceptable. The organisation particularly markets their merchandise in the direction of customers who need pure and wholesome magnificence merchandise. As well as, The Body Shop makes use of environmental and social campaigns to advertise the model which influences and targets those that are well being and sweetness aware.

Positioning

A product’s place is the place “the product occupies in the customers thoughts” (Kotler, 1986, p282).  This often follows naturally from the focusing on determination. After the organisation understands its chosen goal markets ‘it wants to make sure that it totally understands buyer/client perceptions of competing manufacturers’ (R.Masterson & D. Pickton p.174). An essential approach and gear as an instance the place of an organisation visually in the direction of customers is a notion map. Perceptual mapping helps to offer insights into acceptable aggressive actions (F.Brassington & S.Pettitt). Beneath the notion maps reveal how The Body Shop is presently perceived by its clients and the relation in the direction of its rivals.