• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21

Caso: The Body Shop

Extracts from this document...

Introduction

ING. RAFAEL SANDOVAL VAZQUEZ ING. SANTA ROSA GARCIA CORRO CONTENIDO ABSTRACT 2 INTRODUCCI�N 3 LOS MEXICANOS COMO CONSUMIDORES DE COSM�TICOS 4 TIPO DE PRODUCTOS QUE THE BODY SHOP DEBE MANEJAR 6 EXPANSI�N 9 MERCADOTECNIA 12 CANALES DE COMERCIALIZACI�N 16 CONCLUSIONES 18 MESOGRAFIA 20 Abstract Looking good is big business and one that preoccupies the cosmetics industry the whole year round. The belief that external beauty can be bought is no longer an unrealistic concept, but now consumers are asking more of their cosmetics with the purchase of more ethical products. With the advent of modern marketing techniques, buying cosmetics has become an emotive experience. Consumers are buying inspirational products which in many cases reflect the lifestyle they wish to have rather than the one they actually have or can afford. Although this is not a new concept, this style of buying has been accelerated in recent years with the hype surrounding natural and organic products and the wider distribution of ethical products. The Body Shop is differentiated from other conventional cosmetics by the values that the brand adheres to and the brand image created through the unique association with those values. The brand is famous for its association with ethical practices and the environment friendly world view. The products reflect these values through the use of only natural ingredients and the products are never tested on animals. The packaging and the merchandising are carefully prepared to highlight the brand values. For example, The Body Shop uses refillable packs and recycled /recyclable papers. Although the uses of refillable packs were used to keep the price low, it evolved into an element that reinforced the brand positioning. The brand also was careful in the messages displayed in the shop and other merchandises. The messages were simple, enthusiastic and informative. These elements made The Body Shop a different cosmetic brand. Nowadays The Body Shop wants to raise the utilities in Mexico, and this document shows the way to do that. ...read more.

Middle

Sin embargo ser� importante apoyar esta actividad mediante actividades de mercadotecnia que m�s adelante se comentaran. Se sugiere en un inicio un solo centro de Distribuci�n, el cual se ubicar� en Toluca, Estado de M�xico, la raz�n principal radica en que los productos provienen principalmente de Estados Unidos, aunque estos se fabrique en pa�ses como Inglaterra, Hungr�a, Jap�n, Alemania; el Aeropuerto Internacional de Toluca representa el punto de entrada al pa�s, y el mover los productos al centro de distribuci�n en Toluca no significar� grandes costos. Este centro atender� directamente los requerimientos de los puntos de venta en la zona Centro del pa�s y se apoyar� de servicios de transporte especializado para mover los productos a los puntos de venta. Los costos de operaci�n del centro de distribuci�n dependen estrechamente de la planeaci�n y pron�sticos de venta por temporada, ya que esto significa tener m�s o menos inventario del producto que desea moverse, considerando que la mayor�a de productos debe permanecer a una temperatura y humedad regulada. Los cosm�ticos en su mayor�a no requieren de cuidados especiales (existen productos especializados que s�, pero son los menos), en general su manipulaci�n puede ser convencional, cuidando aspectos como la m�xima cantidad estibada, control de humedad y temperatura, donde estos �ltimos por los tiempos de transporte resultan de bajo impacto al producto. Se han realizado algunas cotizaciones para evaluar los gastos relacionados al transporte y a los seguros que deber�n contratarse para el movimiento de la mercanc�a. Las cotizaciones se han realizado con la empresa Sygma Plus y no tienen IVA. Origen Destino Costo [pesos] Toneladas Horas Toluca Canc�n 18,000 10 30 Toluca Mazatl�n 14,000 10 16 Toluca Monterrey 14,000 10 15 Toluca Huatulco 11,000 10 14 Toluca Manzanillo 12,000 10 14 El seguro corresponde al 0.7% de la factura total transportada, y lo proporciona la Aseguradora ABA. Como puede observarse los costos de transportaci�n son elevados, sin embargo se ha mencionado que una adecuada planeaci�n puede reducir estos costos. ...read more.

Conclusion

Biocosm�tica �beneficios o moda?, Consulta: 17 de noviembre de 2008, Disponible en: http://www.todopapas.com/contenidos/consejos/Biocosmetica-beneficios-o-moda-921 5. Tendencias Internacionales, fecha de publicaci�n: 24 de septiembre de 2007, Consulta: 17 de noviembre de 2008, Disponible en: www.proexport.com.co 6. La Industria Com�tica en M�xico, Oportunidades en los mercados externos, fecha de publicaci�n: junio de 2005, Consulta: 18 de noviembre de 2008. 7. Gestion Emprendedora, Consulta: 20 de noviembre de 2008, Disponible en: http://gestionemprendedora.wordpress.com/2008/02/18/como-se-defiende-loreal-de-la 8. La - Comestix - Caen ventas de L'or�al, Consulta: 20 de noviembre de 2008, Disponible en: http://www.lacosmetix.com/index2.php?option=com_content&task=view&id=487&It 9. Body Shop: Profit With Principle, fecha de publicaci�n: 24 de noviembre de 2006, Consulta: 21 de noviembre de 2008, Disponible en: http://marketingpractice.blogspot.com/2006/11/body-shop-profit-with-principle.html 10. MEISEL Melissa, Empaques cosm�ticos: el brillo atrae, Consulta: 22 de noviembre de 2008, Disponible en: http://www.lacosmetix.com/index.php/De-Portada-Cosmeticos/Empaques-cosmeticos. 11. La-Cosmetix - Exitosa competencia mexicana, Consulta: 22 de noviembre de 2008, Disponible en: http://www.lacosmetix.com/index.php/De-Portada-Cosmeticos/Exitosa-competencia- 12. The Body Shop revitaliza la estrategia de venta directa en casa del cliente, Consulta: 24 de noviembre de 2008, Disponible en: http://www.fraganciasycosmeticos.es/index.php/mod.noticias/mem.detalle/idnoticia.6 13. La industria de perfumer�a, cosm�tica y art�culos de tocador e higiene en M�xico, Consulta: 24 de noviembre de 2008, Disponible en: http://www.canipec.org.mx/La-Industria.php 14. G�MEZ Marrisa, Noticias The Body Shop, Consulta: 24 de noviembre de 2008, Disponible en: http://www.canipec.org.mx/La-Industria.php 15. La Rioja Profesional :: THE BODY SHOP, Consulta: 25 de noviembre de 2008, Disponible en: http://www.victorverdu.es/lariojaprofesional/es/anuncio.php?idanuncio=199&localida 16. Cosm�tica y Belleza en M�xico, fecha de publicaci�n: junio de 2005, Consulta: 25 de noviembre de 2008. 17. Ethical products - Beauty is more than skin deep - cosmetics business, fecha de publicaci�n: febrero de 2007, Consulta: 25 de noviembre de 2008, Disponible en: http://www.cosmeticsbusiness.com/story.asp?storycode=1183 18. La-Cosmetix - Fortalezas y debilidades en M�xico, Consulta: 25 de noviembre de 2008, Disponible en: http://www.lacosmetix.com/index2.php?option=com_content&task=view&id=113&It. 19. Directorio MPM (Medios Publicitarios de M�xico SA de CV) Publicitarios 2008 Tarifas y Datos en Medios Audio Visuales. 20. Medici�n de audiencia de medios exteriores, Consulta: 25 de noviembre de 2008, Disponible en: http://www.ibope.com.mx/hgxpp001.aspx 21. El Financiero en l�nea, Consulta: 25 de noviembre de 2008, Disponible en: http://www.elfinanciero.com.mx/ElFinanciero/Portal/ ?? ?? ?? ?? 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marked by a teacher

    Wynn resorts. The casino business in Las Vegas and Macau

    3 star(s)

    Threat of suppliers shouldn't affect either location. There are plenty of suppliers to purchase products from. Even though there are not a lot of game manufacturers, Las Vegas Wynn shouldn't have a problem getting it from the manufacturer. Macau on the other hand is still a growing industry, so the suppliers might be charging extra.

  2. Unit 9: Marketing Strategy

    The four main competitive positions are: * Market Leader - the dominant business with the highest share in the market. * Market Challenger - a non-market leader which is striving to become the market leader. * Market Follower - a business with a low market share and no desire to challenge the market leader.

  1. PEST is a planning tool which is used by a business to evaluate and ...

    I think that Ginsters would be most affect by advertising this product on television as they could get the most possible brand awareness for their limited edition Turkey Bacon Cranberry Pasty. This means that they will increase sales as more people will want to try this product.

  2. Investigating Internet Marketing

    with the same measures as the customer; he/she can also choose the face and the hair. After that the customer can dress the model so it is possible to see how he/she would look like. The website is offered to customers who want convenience i.e.

  1. Analysing The Aspects Contributed To The Personal Career Plan

    It is also important for me to be able to recognise and work to and around my strengths and weaknesses, therefore efficient planning of task will be my contribution to the team's effort. Analytical A marketing manager must strive to reach business objectives.

  2. Business plan. The business that I am going to produce is a personalised logo ...

    gives the name, phone number, and further details of employees of the business. These individuals who comprise under the workforce of a organisation or business. - This isn't relevant as much to me and my business at the moment as I am starting as a sole trader, so I only

  1. SWOT Analysis for the Mahal Palace Hotel, Mumbai

    3. It represents in internal capabilities that make organizations unable to achieve their goals or lose their competitive advantage. 4. Weaknesses in an organization may be depreciating machinery, insufficient research and development facilities, narrow product range, poor decision making, etc. 5.

  2. How Colin Mckee Shows the Skills and Abilities of an Enterprising Manager in his ...

    Colin teaches his staff to keep a healthy and personal relationship with the customers in order to gain customer loyalty, this is also considered as ?excellent? customer services by McKee?s current band of loyal customers. In order to come up with new fresh ideas Colin asks staff on their input

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work