Exploring 4 Ps : Bodyshop
The Body Shop is British skincare, perfumery, and cosmetics company founded in 1976 by Dame Anita Roddick. She started her business as a small shop in Brighton with just 25 products and has now grown to £800 million and is present in nearly 66 countries. The Body Shop offers a range of 1,000 products and sells to more than 3,000 franchised and owned stores. The company is currently owned by a Brazilian cosmetics company called Natura. It originally belonged to L’Oréal from 2006 to 2017. It was later sold to Nature in June 2017, for £880 million. Natura Cosmetics believes in cruelty-free products where no animals are harmed while making the products. It uses fresh, sustainable ingredients and alternative technologies found to be tested on animals.
PRODUCT:
The Body Shop is an internationally renowned company with over a thousand products under its umbrella. It naturally tends to create eco-friendly and natural products and contains ingredients like sesame seed oil and marula oil. Its wide product portfolio includes products suitable for skin types such as normal skin, oily skin, sensitive skin, dry skin, and combination skin. Products are also based on age such as young generation, adults, aging, and early signs. Some products are used for protection and for skin problems such as loose skin, blackheads, pimples, hydrated skin, balanced skin, protected skin, glowing skin, sun protection, and protected eyes. feed, take care.
PRICE:
In fiscal 2018, the brand generated sales of $1.4 billion. The Body Shop caters to women and city dwellers from high-income cosmopolitan cities who are interested in health and beauty. The brand is positioning itself as a luxury natural care brand aimed at the elite of society. Recently, they are selling products that include men as their target customers. The Body Shop, though broad in its scope, is geared toward lovers of organic products. Brand character is ethical and promotes high costs. This led to high product prices. The brand has maintained a premium price for its premium products. Even premium products face a lot of competition. In order to compete with competing brands, the company has adopted a competitive pricing policy that keeps product prices on par with competing brands.
PLACE:
The Body Shop has distributed its products to more than 3,49 stores that are company-owned or franchised. 66 countries exist internationally: Belgium, Canada, France, Italy, Saudi Arabia, Indonesia, Japan, Korea, Romania, India, Hungary, Portugal, Finland and Bangladesh. The Body Shop is headquartered in West Sussex, UK. The Body Shop has a strong and strong distribution network that facilitates the delivery of raw materials and the discreet delivery of final products to customers. His organized network of suppliers helps the community procure raw materials. He believes in franchising and has well-designed stores where a relaxed atmosphere helps attract customers. In addition to retail stores, products can be purchased through The Body Shop at home multi-level marketing channel. The network was launched in 1994, allowing consultants or distributors to hire others to promote and sell their products. According to a 2008 report, consultants received a personalized 25% discount on merchandise, and the channel was first piloted in Australia and has also seen success in other countries such as New Zealand, Canada, Germany, Mexico, France, South Korea, and the United States. . main. The Netherlands.
PROMOTION:
The Body Shop has used several marketing policies to promote its brand in the consumer market. It adopts the concept of social marketing and encourages the use of plant materials. Advertising is primarily through fashion magazines and social media platforms. The brand has its own website where they sell its products. He also has links to other merchant portals selling products online. The official website also provides regular updates on products and the latest offers and incentives. The website publishes skincare articles that inform consumers about the latest makeup application and removal techniques, which products are suitable for which skin types, the ingredients used to make them, and personalized gift programs.
The Body Shop promoted its brand in the consumer market through environmental and social campaigns. In 1986, the brand became associated with the Save Whales campaign. The Body Shop outlets displayed posters supporting community events on the front of the store. It has campaigned sincerely to end cosmetic testing on animals. Its products are certified as nonanimal-tested brands. The Body Shop has been the recipient of recognition and award for its contribution like the Lifetime Achievement Award in the year 2009 by RSPCA, to recognize its stand on not testing its products on animals. The Body Shop Foundation was established in the year 1990 to support global projects for animal and environmental protection. It has donated more than 24 million pounds in grants and funds projects like Children on the Edge.
