The Body Shop Marketing Report
The Body Shop
Executive Summary The Body Shop Company is an international and global industry that produces beauty and cosmetic products. It started in 26th March 1976 in Brighton by Anita Roddick. After more than 30 years of operations, there have been lots of changes and developments in The Body Shop Company, which includes the product category, the changes from the micro and macro environment, and how The Body Shop segments, targets, and positioned its image and product in consumer’s mind.
The micro environments that cause The Body Shop to change are its competitors such as Bath and Body Work, or Origin, and their customers. Every customer has different wants and different needs and The Body Shop are trying to provide the most satisfying products and services for those customers.
The macro environments that cause The Body Shop to change are natural environment and economic environment. Natural environment occurs when there could be shortage of raw materials and The Body Shop is trying to prevent it happening to them, and economic environment occurs when there is a change in income of The Body Shop’s customers that would make them decides to stay or to change products, which are more economical. Table of Contents
Executive Summary 2
1.Introduction 4
1.1 Industry 4
1.2 Company 4
1.3 Product Category 4
1.3.1 Type of Product 4
1.3.2 Three levels of Product 5
1.3.3 Packaging 5
1.3.4 Branding 6
1.3.5 Labeling 6
2. Micro Environment 6
2.1 Competitors 6
2.1.1 Bath and Body Work 6
2.1.2 The Face Shop 6
2.2 Customers 7
2.2.1 Consumer Behavior 7
3. Macro Environment 8
3.1 Physical/ Natural Environment 8
3.2 Economic Environment 8
4. Segmenting, Targeting, Positioning 9
4.1 Segmenting 9
4.1.1 Demographic 9
4.2 Targeting 9
4.3 Positioning 9
4.3.1 How The Body Shop create its image using the 4P’s 10
5. Recommendation 10
6. List of Figures 12
7. Reference List 14
1.Introduction
1.1 Industry
Executive Summary The Body Shop Company is an international and global industry that produces beauty and cosmetic products. It started in 26th March 1976 in Brighton by Anita Roddick. After more than 30 years of operations, there have been lots of changes and developments in The Body Shop Company, which includes the product category, the changes from the micro and macro environment, and how The Body Shop segments, targets, and positioned its image and product in consumer’s mind.
The micro environments that cause The Body Shop to change are its competitors such as Bath and Body Work, or Origin, and their customers. Every customer has different wants and different needs and The Body Shop are trying to provide the most satisfying products and services for those customers.
The macro environments that cause The Body Shop to change are natural environment and economic environment. Natural environment occurs when there could be shortage of raw materials and The Body Shop is trying to prevent it happening to them, and economic environment occurs when there is a change in income of The Body Shop’s customers that would make them decides to stay or to change products, which are more economical. Table of Contents
Executive Summary 2
1.Introduction 4
1.1 Industry 4
1.2 Company 4
1.3 Product Category 4
1.3.1 Type of Product 4
1.3.2 Three levels of Product 5
1.3.3 Packaging 5
1.3.4 Branding 6
1.3.5 Labeling 6
2. Micro Environment 6
2.1 Competitors 6
2.1.1 Bath and Body Work 6
2.1.2 The Face Shop 6
2.2 Customers 7
2.2.1 Consumer Behavior 7
3. Macro Environment 8
3.1 Physical/ Natural Environment 8
3.2 Economic Environment 8
4. Segmenting, Targeting, Positioning 9
4.1 Segmenting 9
4.1.1 Demographic 9
4.2 Targeting 9
4.3 Positioning 9
4.3.1 How The Body Shop create its image using the 4P’s 10
5. Recommendation 10
6. List of Figures 12
7. Reference List 14
1.Introduction
1.1 Industry