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

    Also I must include information damages within the product at all and where it is so that the customers are aware of this and will be willing to pay less than what I am actually selling the product for originally.

  1. Unit 9: Marketing Strategy

    "To have put down a deposit to buy a premises within the first four years" S This target is without doubt specific as it outlines exactly what the business needs to do, to improve the target I could have added a specific amount of money.

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

    This PEST factor could be significant to Ginsters as it could directly affect their ability to achieve their aim of Growth. This means that Ginsters will achieve their aim of growth as they will have fewer customers so they will be selling less products, therefore they will have less profit.

  1. SWOT Analysis for the Mahal Palace Hotel, Mumbai

    High Tariffs and Service Charges: Because of high tariffs and service charges set by Taj Group of Hotels is very costly for Indians to afford. Thus they lose a major part of their market share. 5. Low Investment. 6.

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

    McKee?s is known for their traditionally excellent and local goods, from the very beginning McKee?s has served the best quality goods that are produced on the McKee?s farm land and Colin has carrying on this cultural approach even in the very modernised world we now live in.

  1. Study of a Person in Business - Mr Harrith's Lawnmower Shop

    This couple is GOD fearing people, every day they say six specific prayers before the start of a business day they began with a prayer which is before 6am every day and it?s called Fajr. Then at sunrise they say yet another prayer-?Sunrise?.

  2. Business Proposal for a hotel in Lithuania.

    Moreover, according to statistics and investigation in 2008, in Lithuania envelope wages are extensive (11%) and paid to employees more for their regular hours and for those who works in service sector (Williams, 2008). The Parliament is taking some actions to control corruption level in the country and in 2009 updated the national anticorruption program with clear tasks and objectives.

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