1 Faculty Specific REPORT The Body Shop
BUSINESS & ECONOMICS
MEB University Assessment Task: Research Report
Green marketing: How The Body Shop Australia applies it by Lucy Wang
November 2014
Course: Monash University English Language Bridging Program for University
Teachers: A. Smith & M. Webb
BUSINESS & ECONOMICS
Table of Contents
Executive Summary ……………………………………………………………………………………………………………….ii
1. Introduction……………………………………………………………………………………………………………………….3
2. Green Marketing………………………………………………………………………………………………………………..3
2.1. The four Ps of Marketing …………………………………………………………………………………………………….3
3. The Body Shop Strategy ……………………………………………………………………………………………………..4
3.1. Product Policy……………………………………………………………………………………………………………………..4
3.2. Price Policy…………………………………………………………………………………………………………………………..5
3.3. Placement Policy ………………………………………………………………………………………………………………….6
3.4. Promotion Policy ………………………………………………………………………………………………………………….6
4. Conclusions and Recommendations…………………………………………………………………………………….7
5. References ………………………………………………………………………………………………………………………….8
List of Figures
Figure 1: The Body Shop Green Products……………………………………………………………………………………..5
Figure 2: Green Planet Campaign by The Body Shop …………………………………………………………………….7
i
BUSINESS & ECONOMICS
Executive Summary
This report analyses how The Body Shop Australia applies green marketing, using four of the elements of the marketing mix, including product, price, promotion and place. The findings indicate that the company is committed to delivering green products to customers; and building a green brand and a green company. They adopt different strategies and policies to demonstrate their awareness of environmental issues. Recommendations for better performance and enhancement of their marketing strategy are also presented.
ii
BUSINESS & ECONOMICS
1. Introduction
Environmental problems and climate change are a global concern, leading to calls for joint actions from all stakeholders, including industry, companies and consumers. Companies need to
MEB University Assessment Task: Research Report
Green marketing: How The Body Shop Australia applies it by Lucy Wang
November 2014
Course: Monash University English Language Bridging Program for University
Teachers: A. Smith & M. Webb
BUSINESS & ECONOMICS
Table of Contents
Executive Summary ……………………………………………………………………………………………………………….ii
1. Introduction……………………………………………………………………………………………………………………….3
2. Green Marketing………………………………………………………………………………………………………………..3
2.1. The four Ps of Marketing …………………………………………………………………………………………………….3
3. The Body Shop Strategy ……………………………………………………………………………………………………..4
3.1. Product Policy……………………………………………………………………………………………………………………..4
3.2. Price Policy…………………………………………………………………………………………………………………………..5
3.3. Placement Policy ………………………………………………………………………………………………………………….6
3.4. Promotion Policy ………………………………………………………………………………………………………………….6
4. Conclusions and Recommendations…………………………………………………………………………………….7
5. References ………………………………………………………………………………………………………………………….8
List of Figures
Figure 1: The Body Shop Green Products……………………………………………………………………………………..5
Figure 2: Green Planet Campaign by The Body Shop …………………………………………………………………….7
i
BUSINESS & ECONOMICS
Executive Summary
This report analyses how The Body Shop Australia applies green marketing, using four of the elements of the marketing mix, including product, price, promotion and place. The findings indicate that the company is committed to delivering green products to customers; and building a green brand and a green company. They adopt different strategies and policies to demonstrate their awareness of environmental issues. Recommendations for better performance and enhancement of their marketing strategy are also presented.
ii
BUSINESS & ECONOMICS
1. Introduction
Environmental problems and climate change are a global concern, leading to calls for joint actions from all stakeholders, including industry, companies and consumers. Companies need to
References: Grant, J. (2008). Green marketing. Strategic direction. 24(6). p. 25-27. Peattie K., (1995). Environmental marketing management: meeting the green challenge. London: Pitman. Martin B., & Simintiras A. C., (1995). The impact of green product lines on the environment: does what they know affect how they feel? Marketing Intelligence & Planning, 13(4), 16-23. Polonsky, M. J., & Rosenberger, P. J. (2001). Re-evaluating Green Marketing: A Strategic Approach. Business Horizon, 44(5), p