APEEJAY SCHOOL OF MANAGEMENT

Presentation on THE BODY SHOP

BY: ISHAN VIG NISHANT SINGH SHIVAM TRIVEDI PIYUSH PUNNET

BODY SHOP STORY- BACKGROUND

Body shop came into existence in 1976 in Brighton, England when Anita Roddick opened her first store on 26 March Body Shop was the store containing skin and hare care products Most cosmetic brands have identities based on glamorous, emotional and self expressive benefits supported by dramatic packaging and heavy advertising Body Shop sold its products with a hype free presentation, reflecting values that set it apart from the competitors The firms philosophy of profits with principle provides a dramatic source of differentiation

THE BEGINNING
From its first launch in 1976, the body shop experienced rapid growth, expanding at a rate of 50% annually London stock exchange , gave them nickname THE SHARES THAT DEFY GRAVITY

PRODUCT DEVELOPMENT
The body shops unique approach to product development is based in part on history They have 2400+ stores in 60+ countries Peoples perception and liking towards using naturally based products for their skin and hair care, made body shop develop natural and herbal products Body Shop further used this philosophy to make herbal and natural products like its honey and oatmeal scrub mask, cucumber cleansing milk, seaweed and birch shampoo and cocoa butter body lotion Body Shop believed in making herbal and natural products and their products were not tested on animals

BODY SHOP PHILOSOPHY

Body Shop obtained their raw materials and ingredients from less industrialized countries so as to not only provide a basis for unique product ideas but mainly to generate much needed jobs and resources to improve lives in such countries Body Shop followed the philosophy of trade not aid to help create livelihood for economically stressed communities Such communities were referred as the majority world by the Body Shop Body Shops mission is not only to sell cosmetics but to create a global community Body Shop has maintained their philosophy of anti-glitz, anti-waste and natural ingredient Body Shops philosophy of opposing animal testing, helping economically stressed communities, campaigning to help save the rainforest and promoting recycling shows its passion towards social concern and well being

BODY SHOP PRODUCTS

THEN Honey and oatmeal scrub mask. Cucumber cleansing milk Seaweed and birch shampoo Cocoa butter body lotion NOW Moisturisers 3 Bath and shower 4 Fragrance 2 Expert care 6

PRODUCT CONTD.
Products are still developed without the use of animal testing. They feature refillable plastic bottles with simple labels Their innovative product information manual provide customers with information about companys product and causes Walks its talks The body shop is also an advocate for endangered species.

THE BODY SHOP LOGOS

1976-1997 1997-2009

2009-present

PROMOTIONAL STRATEGY
PUBLIC RELATION: Bonding and creating value relationships with their customers, collaborating with charitable foundations, UN, MTV, create awareness campaigns, posters. INFORM PUBLIC: Best sellers, members special, best buy, discounts, newsletters, winter treat offers, social media, mobile coupons. LOVE YOUR BODY: unique members club that rewards you with discounts, free gifts and access to the kinds of perks and privileges.

Brand Awareness
In the late 1980s, they turned increasingly toward social and environmental campaigns to promote their business. The Body Shop has always been instrumental in bringing social issues to the forefront which has simultaneously increased their brand awareness. The body shop used non-glamorous and simple packaging as well as advertisements to create brand awareness. The body shop engages in volunteering, campaigning and fundraising to bring about positive social and environmental change which increases their brand awareness. Their advertisements are unique and focuses on social issues more than the product.

Brand Awareness

Perceived Quality
The body shop uses natural ingredients and have used this fact to market their products from the starting. Use of natural ingredient makes the products of body shop perceived as of good quality by the customers. Indulging and highlighting social issues and creating abstract advertising campaigns also help the brand to increase its perceived quality. By these ethical campaigns where consumers and customers are encouraged to look beyond the product they're buying and feel that they are able to make a positive impact and create a perception of good quality of products.

Brand Association
The brand is associated with natural products with natural ingredient so It is associated with purity and simplicity. The body shop sold its product with a hype free presentation reflecting values that it sets apart from its competitors. The products reflects these values through the use of only natural ingredients and the products are never tested on animals that helps in the association of the brand with natural and environment friendly. More over Body Shop was able to communicate with the customers at a higher level rising above beauty and fairness that other cosmetics talked about. There is honesty associated with the brand.

Brand Association

Brand Loyalty
The company used certain practices to increase their brand loyalty. They activated various self esteem workshops that focused on not so good looking women. The company gained loyalty of women by creating an abstract and unique image among the customers. By communicating that people should rise above beauty and fairness they created differentiation and gained loyalty of the customers.

THANK YOU