The body shop and the successes and failures of their strategy

Sensible business executives declined to appear until the show became a hitwhich left me with a small list of interviewees. Fortunately they included some of the most successful business people on the planet. Our first guest was the founder of The Body Shop, Dame Anita Roddick, who sadly passed away this week at the age of Roddick was a living example of this.

The body shop and the successes and failures of their strategy

These bands put a lot of efforts and money on super models or stars endorsements, color page ads magazine, media advertising in order to build their beauty creator myth.

They also spend a lot of money on bottles and package designs to support their luxury prices. The body shop succeeded in differentiating itself as anti glitz, anti waster, and natural ingredients according to its five core brand values: Against animal testing — Every one of The Body Shop products is animal cruelty free and vegetarian.

In fact they were the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.

The Body Shop International is chosen as a case study in the thesis because the company belong s to a business chain that is regarded as one of the most well-known corporations in the world and we feel familiar with it. For the purpose of this essay on Body Shop’s strategic management, author have chosen to refer to porter’s frame work, because it is espoused as the ” most important and most widely adaptable” of the frameworks (Pearson Keele open learning course text). The Body Shop and the successes and failures of their strategy ; The Body. I’m a firm believer in spending money to get the word out about your business. Customers should be well-acquainted with your brand when they get in an accident and need collision repair.

For trading fairly— The Body Shop believes in fair trade to such an extent, that over 20 years ago we set up our own fair trade program, called Community Fair Trade. They believe this level of commitment to trading fairly is unique in the cosmetics industry.

The body shop and the successes and failures of their strategy

Community Fair Trade now works with over 30 suppliers in more than 20 countries, providing over 25, people across the globe with essential income to build their futures.

Defend Human Rights — The Body Shop believes that natural rights, including freedom of speech, life and property security, and expressed as a practical action to support and maintenance of basic human rights.

They commit ourselves to help victims of domestic violence and child abuse. Activate Self-Esteem — Through propaganda, activities to support gender equality, against discrimination, and encourage everyone to accept natural appearance and quality, not grandiose propaganda packaging to sell their products.

Protect our Planet — Long-term commitment to environmental protection work, thoroughly implement the 3 r: It won the heart of many customers by making them look and feel good. The Body Shop became world famous as it was the first cosmetics brand that did not test its products on animals, and developed and supported all sorts of campaigns to support animals and fight for their rights.

The Successes and Failures of a Marketing Campaign

It was also unique that the retailer was only selling its own label in its own store, being a pioneer in mono brand retail. The re-branding in Year After The Body Shop encountered enormous performance decline due to economic downturn from yearit started to plan re-branding itself and launched the re-branding in year Because of economic situation, customers became more price sensitive.

Also, as more and more cosmetic brands entered in the niche market with nature and healthy images, the body shop was facing the problem from growing competition. By understanding their customer and own situation, The body shop decided to reinvent itself in front of consumers as beauty credentials and product innovation, and focus on positioning the brand for the new generation so they understand what the brand and products stand for.

Of course all these transformations were based on commitment to its consistent ethic values which brand loyalty was build upon."Everyone that shops in The Body Shop spends most of their personal care budget somewhere else.

Strategic management - The Body Shop Essay Example | Graduateway

They're constantly chasing their tail, having to work hard to attract people into a store," he says. I’m a firm believer in spending money to get the word out about your business. Customers should be well-acquainted with your brand when they get in an accident and need collision repair.

The Body Shop and its franchisees have contributed hundreds of thousands of dollars to their defense. It has mobilized employees for petition drives and fund-raising campaigns, carried out through.

Most of The Body Shop’s customers shop with them because of their Values, so they have a great responsibility to understand their concerns and preferences. Some of the customers request in-depth information about our Values, so The Body Shop website should contains regularly updated information.

The Body Shop was trading with the tribe, bringing them peace and prosperity – and by purchasing the product the consumer was playing her part in the picture.

The alternative in those days was a slick department store trussed up under banks of neon lighting where you could purchase a lipstick that had been tested on Lassie and manufactured by.

The Body Shop (TBS) has developed stores in 60 countries with a range of over 1, products in approximately 30 years, and is the second largest cosmetic franchise in .

The Body Shop and the successes and failures of their strategy Essay Example | Graduateway