Body Shop Analysis
Body Shop- Case Study Analysis
Executive Summary
The Body Shop is in the business since 1976. At that time, it was just a concept by the Anita Roddick which clicked and made her a millionaire. The concept was supported by the tag of natural resources and it has helped the company is placing the brand positioning at the right place. The purpose of this report is to analyze how the Body Shop started and how the concept of one lady is transformed into a millionaire company. A detailed brand analysis is being conducted to observe step by step developments in the Body Shop. 1. Introduction 2.1 Purpose: The Body Shop is one of the leading cosmetic manufacturers worldwide. From the beginning, it has maintained incredible level of customer satisfaction which was only possible through continuous brand improvements. The purpose of this report is to develop a clear understanding of the brand positioning of Body Shop. I want to learn how the Body Shop has managed to maintain its monopoly in the market for so long. From the growth to maturity stage of brand, everything is being studied in this project. In the recent years, the Body Shop is being gathered by intense competition. The analysis is being carried out to found the current position of Body Shop and the way forward. Overall, it was a good learning experience.
1.2 Background
The Body Shop was founded by the Anita Roddick in the 1976. The concept behind the Body Shop was to sell the products in variety of sizes which makes it easier for the average consumer to buy. Before that time, the cosmetics were only available in the giant family size. The Anita Roddick saw an opportunity opening and hence thought that the products should be available in small sizes like in sachet. This should make it easier for a common man to buy a cosmetic for his personal use.
Another concept which became the base of success for Body Shop was the humble beginning from the Founder. She refused to use the ingredients that
Executive Summary
The Body Shop is in the business since 1976. At that time, it was just a concept by the Anita Roddick which clicked and made her a millionaire. The concept was supported by the tag of natural resources and it has helped the company is placing the brand positioning at the right place. The purpose of this report is to analyze how the Body Shop started and how the concept of one lady is transformed into a millionaire company. A detailed brand analysis is being conducted to observe step by step developments in the Body Shop. 1. Introduction 2.1 Purpose: The Body Shop is one of the leading cosmetic manufacturers worldwide. From the beginning, it has maintained incredible level of customer satisfaction which was only possible through continuous brand improvements. The purpose of this report is to develop a clear understanding of the brand positioning of Body Shop. I want to learn how the Body Shop has managed to maintain its monopoly in the market for so long. From the growth to maturity stage of brand, everything is being studied in this project. In the recent years, the Body Shop is being gathered by intense competition. The analysis is being carried out to found the current position of Body Shop and the way forward. Overall, it was a good learning experience.
1.2 Background
The Body Shop was founded by the Anita Roddick in the 1976. The concept behind the Body Shop was to sell the products in variety of sizes which makes it easier for the average consumer to buy. Before that time, the cosmetics were only available in the giant family size. The Anita Roddick saw an opportunity opening and hence thought that the products should be available in small sizes like in sachet. This should make it easier for a common man to buy a cosmetic for his personal use.
Another concept which became the base of success for Body Shop was the humble beginning from the Founder. She refused to use the ingredients that
References: * Kotler.P, Armstrong.G (2012). Principles of Marketing, 14thEdition, Prentice Hall. * The Body Shop (2012). http://www.thebodyshop.com * Karl Moore, NikethPareek (2010). Marketing the Basics, 2nd Edition, 270 Madison Avenue, New York. * YvonDufour, LiseLamothe, (2009) "Revisiting a classic case study: Anita Roddick and the Body Shop International", Journal of Strategy and Management, Vol. 2 Iss: 1, pp.97 – 109 * BertilHultén, NiklasBroweus, Marcus Van Dijk, (2009), Sensory Marketing, 2nd Edition, Prentice Hall.