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 Company Introduction

 Market Summary

 Competitive Analysis

 SWOT Analysis

 The Body Shop Strategy

 Recommendation
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@
 
 º
 retail stores
  countries
 6 products
  accessories
 Sells a product every four second
 Second most trusted brand in UK
 º
th top brand in U.S
 ºth most respect in the world
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 Against animal testing

 Support community trade
 Activate self esteem
 Defend human right
 Protect our planet
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The Body Shop operates in four regions
 Americas
 Asia Pacific
 Europe, Middle East & Africa
 UK & Republic of Ireland
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 The Body Shop has different target market in
different regions where it does business.
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 In Americas, target markets also include 1
 years
old women with rather high education, who would like
to participate in environmental conservation.

 In the UK market, Body Shop wants to attract

customers aged º  and is focusing its efforts on
eight cities: Newcastle, Manchester, Leeds,
Birmingham, Cardiff, Liverpool, London and Bristol.

 In Canada for example, the target market is married,

university educated, professional women, aged 1
with a family.
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 áoung Women: colour cosmetics

 Middle age female group: skin care products,

protection and maintain youth.

 Men: men·s grooming products (shave cream and

deodorants)
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 Increasing growth natural cosmetics
( example, French)
 The Body Shop had strong global sales performance in
º : total +, compare to º .
 Product price: An increasing number of customers do
not see cosmetic products as luxuries and therefore
demand cheaper products.
 Customization
The Body Shop's Invent áour Scent gives scope to
consumers to create their own individual scent
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 Convenience Trend:
portability
Allinone brow care
(Estee Lauder)

 Growing number of
ethnic consumers

 Growing awareness of
personal wellbeing
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 People are becoming more educated, and therefore
concerned about what skincare & beauty products
they use to maintain their health & wellbeing.
 Seeking a natural, clean alternative and precautionary
principle, without the use of GM & not tested on
animals
 The ¶Beckham effect·, the market for men·s products
has seen a significant growth
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 Increasing women employment
Increasing by .9

 Support of environmental benefits through purchase.

The most ethically aware area
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The Body Shop agreed a £6ºm sale to L·Oreal last
month.
 Stock is increasing since sold to L·Oreal
 Becomes part of the L·Oreal empire
 The Body Shop will remain an independent outfit and
continue to champion environmental and ethical
causes.
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 Market Overview
Competitor Analysis
The Body Shop L·Oreal Olay&
Nivea

Product line Mainly skincare Broad Focus on skincare

Market Environmental leader Major competitor in

friendly skin & body care
position
market

Competitive Naturalbased Rich Low price & product

& brand value experiences innovation
advantages
Globe brand


 Mid range Slightly low Midlow

than the

Body Shop
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 Competitive environment
Threat of new entrants:
Skincare (Relatively high)
Hair care (Relatively high)
Make up (High)

Threat of substitutes:
Relatively low ² increasing popularity
of plant ingredients within cosmetics
and toiletries market VThe power of suppliers:
Relatively high ² using supply
The power of buyers: chain management
High ² Dual distribution with multi
channel strategy Competitive Rivalry: high
  



Opportunities Threats

 People become mature  Suppliers are not required

in their early ages. to adhere to ecological
 Growth in men·s skin standards
care products  Environmental management
 Consumer preferences system is not certified to
for plant ingredients an official standard (e.g.
ISO 1 1)
 Environmental
responsibility is  No marketing department
regulated throughout and no advertising
the company department
 Purchased by L·Oreal
for 6º million
 




Strengths
 Innovation products
 High branding loyal
 Successful leadership
skills
 Experienced executive
management team
 Good quality and services
Weaknesses
 Many products are in the
mature/ declining stage
 Lack of celebrity in
promotion for attracting
young people
 Sales volume restricted
by the limited no. of retail
outlet.
 

Product

 Brand Repositioning
 Product innovation
 The recent successes
Spa wisdom range
Passion fruit bath and Body range
Seasonal makeup collections capitalizing on fashion trend
Seasonal home fragrance oils and burner collections
 

Product

 Future New Product Development

 Strong pipeline of new product innovation in º 
Makeup
Bath & Body
Fragrance
Skincare
 Focus on innovation and building on heritage ranges
 Packaging
 







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Promotion

 Public Relations

 Inform the public and customers

 Love áour Body

 

Place (Distribution)
 Dual Distribution
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 The multichannel strategy

‡ The Body Shop At home
‡ A new ecommerce channel
‡ Franchised outlets
‡ Companyowned stores
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 Launch Children Products

 Convenient Products

ü

 Adopt to competition by expanding into new markets.
(China Market)
Thank you
for your attention

Any questions?