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Caso: The Body Shop

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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.


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.


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.

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