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The Body Shop.

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Introduction

TABLE OF CONTENTS Executive Summary..................................................................................3 THE BODY SHOP Situational Analysis..................................................................................3 SWOT Analysis.......................................................................................7 Strengths...........................................................................................7 Weaknesses........................................................................................7 Opportunities......................................................................................8 Threats.............................................................................................8 Market Segmentation.................................................................................8 Positioning.............................................................................................9 Marketing Mix.......................................................................................12 Product...........................................................................................12 Promotion........................................................................................12 Price...............................................................................................13 Place..............................................................................................14 INTRODUCTION OF THE GREEN TEA LINE Objective.............................................................................................14 SWOT Analysis.....................................................................................14 Strengths..........................................................................................14 Weaknesses.......................................................................................15 Opportunities....................................................................................15 Threats............................................................................................15 Market Segmentation...............................................................................15 Positioning...........................................................................................17 Marketing Mix.......................................................................................17 Product...........................................................................................17 Promotion........................................................................................20 Price...............................................................................................21 Place..............................................................................................22 Customer Service and Relationships.............................................................23 Recommendations And Conclusions.............................................................24 APPENDIX 1- Survey..............................................................................25 APPENDIX 2- Survey Results....................................................................27 APPENDIX 3- Positioning Maps.................................................................28 Bibliography.........................................................................................30 Prominently renowned for developing a niche market sector for naturally-inspired skin and hair care products, The Body Shop has successfully created an image that is subtly distinct from its competitors in the cosmetic industry. The company vigorously has campaigned against human rights abuses, supported animal and environmental protection and has committed itself to challenge the stereotypes of beauty perpetuated by the cosmetics industry. During this process, The Body Shop has deservedly gained the support of a generation of consumers . To further extend our reputation and power in the market, we are introducing a new line for Green Tea products. Our goal is to generate more profit by expanding our variety and by targeting a different market sector. The following report will first analyse the current condition of the company, and the latter part will consist of marketing plans that we use to develop the new line. ________________________________________________SITUATIONAL ANALYSIS For the year ended February 2000, global retail sales of The Body Shop increased by 3% to �634.6 million. One of the principal drivers of the overall profit growth has been the performance in North America, where Canada itself accounts for a 5% increase in retail sales. The North American market continues to offer a significant opportunity for expansion as the world's largest cosmetics market. In the UK, sales and profit have benefited from the increased number of company-owned stores, newer retail formats, and the continuing growth of The Body Shop Direct, a home selling program. The company is also well established in Asia Pacific, Europe & the Middle East. ...read more.

Middle

Since The Body Shop has already possessed a reputation for naturally-inspired products with high quality, customers will feel less reluctant to try our naturally enhanced Green Tea line products. Even though the new product line is targeted towards mature customers, it is suitable for all ages. Our reasonable prices continue to offer a great choice of high quality, good value products for customers. The Green Tea line will demonstrate care and warmth to customers and society, gaining customers' trust in our company. Differing from other cosmetics companies that emphasize on external beauty and promote brand name, we focus on giving health information about green tea and paying attention to the well-being of customers. Through a Community Trade program, we will build sustainable global trading relationships with Kwangsi village in China, and bring positive influence into different communities. As a result, customers may prefer purchasing our products because they can enjoy the products and help the community at the same time. Since our products are not tested on animals, we offer a chance for customers to play a part in protection for the environment. Weaknesses One significant weakness of our new product line is that it is coming out later than Green Tea products of other companies such as Elizabeth Arden, H20+ and The Healing Garden. This may reduce the interests of customer to our new product line. Another weakness of our new product line is that it does not contain only natural ingredients. Customers looking for pure natural skin care products may be disappointed as they discover that our products also contain chemical substances. The fact that our company is not as renowned as some expensive brands may pose difficulty in arousing interest of our more potential customers to learn more about our new line. Customers who view luxury of cosmetics highly may find our products unattractive because of its lower price. In addition, potential customers may link price with quality, thinking that our reasonable price is an indication of inferior quality. ...read more.

Conclusion

5. Do you like the services and qualities offered by The Body Shop's sales representatives? Yes No 6. If answered "No" to question 6, how come this is the case? __________________________________ 7. Do The Body Shop's assorted merchandise satisfy your needs? Yes No 8. How much time and money would you invest on cosmetic & skin care products? _____ _____ 9. Do you purchase according to the brands of the products? Yes No 10. If The Body Shop introduces a new Green Tea line, are you willing to try it? Yes No Instructions: The following questions have a grading of 1-7. (1-poor, 7-excellent) *For question's 12 to16, if you are unaware of any of the following companies, please leave it blank. 11. Rate (1 - 7) the following brands of cosmetics in terms of their WORTH. Worth refers to whether the price of the product matches with its quality. ___H20+ ___The Body Shop ___Chanel ___Lancome ___Christian Dior ___Clinique ___Estee Lauder ___Fruits & Passion ___Shiseido ___Neutrogena ___Clean and Clear ___Almay ___Rialto Naturals ___Oil of Olay ___Elizabeth Arden ___Biotherm ___Aveda ___L'Oreal 11. Rate (1-7) the following brands of cosmetics in terms of their INFORMATION. Information refers to effectiveness of advertising, information on the products. ___H20+ ___The Body Shop ___Chanel ___Lancome ___Christian Dior ___Clinique ___Estee Lauder ___Fruits & Passion ___Shiseido ___Neutrogena ___Clean and Clear ___Almay ___Rialto Naturals ___Oil of Olay ___Elizabeth Arden ___Biotherm ___Aveda ___L'Oreal 12. What medium(s) do you find memorable skin care ads in?(TV, radio, magazine, displays, internet, other) __________________________________________________________________ 13. On a scale of 1-7 (1-low importance, 7-high importance), rate the importance of the following attributes for skin-care. Price Environmental-Friendliness Reputation Quality Luxuriousness Availability Packaging Scent 14. On a scale of 1-7 (1-poor or low, 7-excellent or expensive), rate the following companies based on the following attributes. Price Environmental Reputation Quality Packaging Scent Luxury Availability The Body Shop H2O+ Fruit & Passion Aveda Clinique Almay Oil of Olay Ponds Neutrogena Elizabeth Arden Shiseido Rialto Naturals Chanel Lush Clean and Clear L'Oreal Christian Dior Lancome *This is the end of this questionnaire. We appreciate your participation. Thank you. ...read more.

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