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. The strategic objective for the past year was to shift the company’s resources to the retail end of its business. The company sold its Littlehampton manufacturing business to COSi Ltd last year, resulting in a greater focus on the creation of products, marketing and communications. In addition, the company completed the recruitment of its executive management team and reorganized its operating structure to create four regional business units responsible for managing the global retail activities. This year, upon seizing the opportunity of developing its brand beyond the existing stores, the company continues to develop its regional operating structure and a multi-channel distribution system, the international development of The Body Shop Direct. For its product strategy, the company continues to focus on reinforcing its heritage brands and increasing its level of innovation. Campaigning for social environmental change continues to be an essential part of the company. The two major initiatives of the current year are: (1) The first Human Rights Awards – which recognizes outstanding achievements by organisations working for human rights around the world; and (2) A global campaign on ethical consumerism which will encourage consumers to use their purchasing power to affect global change. ________________________________EXTERNAL MACRO-ENVIRONMENT With an increase in the senior population and the aging of the baby boomers generation, there is a growing demand in skin care products for mature skin and anti-aging purposes. Economic Conditions According to the Monthly Economic Indicators of September 2000 prepared by Industrial Canada, the Canadian economy is expanding at a solid pace, supporting growth in personal income and corporate profits. Real GDP rose 9.7%. Exports advanced 8.5%, while imports have been rapidly rising at a rate of 10.2%. Personal income has increased sharply, resulting in an increase of 10.4% in labour income. Growth in corporate operating profits has recently curtailed. However, higher commodity prices and strong demand for manufacturing products continue to support profit growth. Due to a booming economy, retail sales are increasing. Competition The Body Shop faces a very competitive environment in the cosmetics market. There are several players in the cosmetics and toiletries industry. Major competitors include Shiseido, Neutrogena, Oil of Olay, Elizabeth Arden, L'Oreal, H2O+, Estee Lauder, and Revlon. Nevertheless, the company is also in a niche market as it is distinct product through its naturally-based products and its environmentally friendly image. However, several companies such as H2O+, Rialto Naturals and Fruit Passions recently have entered into this sector, threatening The Body Shop’s hold on the market. Another distinctive nature of The Body Shop is its commitment to ethical causes and campaigns. The company adheres to defined standards of human rights, social welfare and worker safety, environmental protection and wider ethical issues like animal protection. The company plays an active part in campaigning for positive change in the way the business world works. Winning the support of consumers on its campaigns, the company continues to lead the way for businesses to use their voice for social and environmental change. A Millennium Poll on corporate social responsibility carried out with 23,000 citizens in 23 countries placed The Body Shop as the 14th most socially responsible company on a global basis. Social and Cultural Forces The awareness for the environment has brought influences in values, tastes and concerns to the market for skin care products. Witnessing the damage to the environment caused by certain technological and industrial changes, respect for the wisdom of world communities is growing in our society. Increasing skin damage caused by pollution and sun exposure has led to an increase in demand for skin protective products. Natural beauty is reappearing once again as a fashion trend, since more consumers are seeking for natural approaches to beauty. The Body Shop has recognized society’s concern for the environment. The company will implement products based on environmentally sensible packaging, the elimination of harsh, unnecessary chemicals, and using voluntary human testing rather than animal testing. As a result, The Body Shop carries products that provide ultraviolet protection consisting of natural ingredients, which instills calm and balance. Technology With the rapid development of the Internet, e-commerce has become a new, and popular way to engage in business. To serve their customers needs and to be more efficient, The Body Shop is starting the international development of The Body Shop Direct, which will demonstrate the benefits of a multi-channel strategy in raising the profile of the brand. In partnership with SOFTBANK Venture Capital, the company has developed The Body Shop Digital to create online shopping. In addition, it is continuing to build the mail order operation in the US market as future e-commerce activity becomes increasingly integral to businesses. __________________________________EXTERNAL MICROENVIRONMENT The Market As indicated in Statistics Canada’s report of the Toilet Preparations Industry there is a steady continuous growth in demand for cosmetics products. In 1998, Canada’s domestic products manufactured by the industry were estimated to be $1.7 billion compared to the 1990 level of $1.3 billion. From 1990 to 1998, the Canadian market rose noticeably by 3.0% per annum. Over the 1990 to 1998 period, imports in the industry jumped by 23.1% per year. In 1998, Canada’s total imports reached $1170.2 million, which represents a considerable jump of 19.5% from the 1990 level of $289.7 million. The target markets of The Body Shop are teenagers, and young adults. The income level of the target markets is in the middle-range. Teenagers tend to have limited purchasing power, while adults have more purchasing power due to a higher participation in the work force. When making purchase decisions, consumers tend to consider relevant information about the products as well as the following attributes: price; quality; availability, and reputation. When the products are purchased as gifts, luxuriousness is a strong consideration. Consumers display preference to environmental-friendly products that have environmentally sensible packaging, are not tested on animals, and do not contain harsh and unnecessary chemicals. Suppliers The Body Shop’s largest supplier is COSi Ltd, South Africa’s largest contract manufacturer of personal care and pharmaceutical products. There are more than 1,200 suppliers recorded on the company’s main supplier database. These include manufacturers, contractors and agents in raw materials, finished products, accessories, packaging, utilities and services. In addition, the company has built sustainable trading relationships with 37 communities in 21 countries that produce accessories and natural ingredients for its products. Marketing Intermediaries The Body Shop International operates as the head franchisee in UK, USA, France, Germany, and Singapore. The remaining 43 markets are owned and operated by independent head franchisees. Furthermore, The Body Shop has developed its e-commerce activities and global Internet presence in partnership with SOFTBANK Venture Capital. ________________________________________INTERNAL ENVIRONMENT Production Facilities Soapworks Limited is a subsidiary of The Body Shop based in Glasgow manufacturing soaps and related products. The Body Shop retains an in-house technical team who audit quality standards and ensure strict compliance with the company’s safety, ethical and environmental standards. Research and Development The Body Shop has a highly innovative Research and Development department. It is renowned for its incorporation of natural ingredients and traditional recipes. All laboratory-based research and development are carried out by The Body Shop’s supplier base, COSi Ltd. Location With its head office in the United Kingdom, The Body Shop reaches its customers through 1730 stores across 49 markets globally. Stores are in various retail formats such as factory outlets, railway stations, kiosks and retail shops. In the UK, the company runs a home selling program, The Body Shop Direct. Company Image The Body Shop has successfully established its image as an ethical, campaigning, thoughtful, socially conscious, caring and environmentally aware company. Human Resources The Body Shop has a well-established executive management, working cohesively to develop and manage its business. Anita Roddick, co-chair and founder of The Body Shop, is the creative inspiration behind the company’s style and image. Gordon Roddick, co-chair with Anita Roddick, is responsible for the strategic direction of the company. Patrick Gournay, former Executive Vice President of Danone’s North and
South American Division, joined the company in July 1998 as Chief Executive Officer. He instigated a major reorganisation of the company in early 1999, preparing the company for the challenges of the upcoming millenium. Financial Resources As of September 2000, The Body Shop possessed net assets of £121.7 million, pre-tax profit of £31.5 million, and dividend per share of 3.8 pence. In addition, the Company has committed on a borrowing facility of £50 million, with an expiry date no later than July 23, 2002. ______________________________________________SWOT ANALYSIS Strengths The Body Shop is a publicly traded corporation and thus its ability to ...
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South American Division, joined the company in July 1998 as Chief Executive Officer. He instigated a major reorganisation of the company in early 1999, preparing the company for the challenges of the upcoming millenium. Financial Resources As of September 2000, The Body Shop possessed net assets of £121.7 million, pre-tax profit of £31.5 million, and dividend per share of 3.8 pence. In addition, the Company has committed on a borrowing facility of £50 million, with an expiry date no later than July 23, 2002. ______________________________________________SWOT ANALYSIS Strengths The Body Shop is a publicly traded corporation and thus its ability to raise capital is substantial. In addition, The Body Shop possesses significant assets and has produced favourable financial results in the past fiscal year, providing them with the leverage needed to secure bank loans for its financial needs. With several options to raise capital, this provides The Body Shop with the financial wherewithal to compete with its stiffest competitors, and to stifle its smaller competition. The company’s high level of product innovation diversifies their product selection and creates a constant interest in their products. A continuous influx of new products insures that their stores aren’t viewed as being stale, a common reason for business failure. The Body Shop employs a well-established and experienced executive management team. Due to their wealth of knowledge and experience within the business field, they can strategically plan efficient business strategies and provide superior leadership so that the growth of The Body Shop may reach its fullest potential. The company provides an array of product information to its customers, such as through pamphlets and a knowledgeable sales staff. The customer is given the necessary information to make confident purchase decisions, and thus it is more likely that their post-purchase behaviour will be favourable, resulting in a steady clientele. The corporation has gained the reputation for having a high quality and good value product, supplemented by excellent customer service. In addition, The Body Shop has created a store design to emphasize their environmental values to customers, and in turn creating a natural retail environment. This has attracted droves of consumers seeking environmentally friendly skin care products. Weaknesses The Body Shop has experienced challenges on increasing customer loyalty. They have begun to address this problem by introducing a frequent buyer plan in the UK and by emphasising its political views. Although these may be viable solutions, other alternatives must be analyzed in the event that this proves to only minimally increase in customer loyalty. In addition, The Body Shop must engage in a more aggressive promotion to reach new potential customers since this is the key to the growth of the company. Although The Body Shop has repeatedly emphasized on the environmentally friendliness of their products, it is not produced of 100% natural ingredients. Competitors may exploit this weakness by laying criticism that The Body Shop is not as environmentally conscious as it claims. This may hinder their customer base, who believed that their products were 100% natural. Opportunities The Internet has opened a new gateway for businesses. There is vast potential for The Body Shop to broaden their customer base and increase the loyalty of existing customers by reaching the general public through this medium of communication. The Body Shop has created a website to reach its customers, but it is still in its infancy stage and much growth is expected as technology progresses and customers become more reliant on the Internet. An opportunity to maximize sales exists by establishing their brand presence in new locations through store openings and the incorporation of a variety of retail formats, such as factory outlets and kiosks. This would provide The Body Shop the opportunity to expand from their current single outlet platform, and thus increasing the availability of their products to customers. There is a growing market for naturally-based skin care products, and The Body Shop can capitalize in this growth since it has already been established by consumers to be an environmentally-friendly skin-care brand. In addition, the current supply chain should improve through technological advances, this will increase efficiency and service levels to stores around the world, subsequently lowering supply costs. Threats The Body Shop faces intense competition in the highly dynamic skin-care industry, particularly from the influx of naturally-based cosmetics companies. It is critical for the company to evaluate strategies on methods to successfully compete in the fierce cosmetics industry. Marketing is the influencing factor in the purchase of cosmetics and skin-care products, and The Body Shop must ensure that their marketing strategies remain superior to their competitors. New competitors are continuously entering the industry, and this adds to the intense competition that The Body Shop already faces. The cosmetics industry is subject to volatile changes, as trends quickly peak and die in a cyclical manner. The Body Shop must be well aware of the fickle demand that entails the desires of its consumers, and thus must continuously revolve their product lines to meet consumer demands. ________________________________________________SEGMENTATION By continuously launching various ranges of products, The Body Shop uses the multiple-segment strategy to target different potential markets. For instance, in 1998 the pioneering Hemp line was introduced to target people with severe dry skin. In June 1999, the EAU NO! Travel line hit the market. This line is comprised of six versatile, portable products that require minimal water in manufacturing and use, ultimately targeting the eco-tourism. In October 1999, the Africa Spa line delivered its indulgent collection of body care to customers who wished to pamper their mind, body and spirit in the home environment. The Coloring cosmetics range has successfully capitalized on seasonal colour promotions which capture fashion trends, targeting customers who want high quality, performance products at realistic prices. The Mechanics range of grooming products was launched to target males. The Body Shop’s niche market targets a wide variety of customers of both sexes, who are anti-religious, whose lifestyles are simple and relax, and whose cosmetic preferences are economic yet professional. The main demographic targets for The Body Shop are teenagers and young adults. The reason for this is based on their price structure. Since the company provides products of high quality and at reasonable prices, teenagers and young adults who have limited income sources would prefer to buy the company’s brand rather than any others with expensive prices. Campaigning for social environmental change continues to be at the heart of The Body Shop. Over the past year, the company has reorganized its retail business into four regions; the UK and Republic of Ireland, Americas, Europe and Middle East, and Asia Pacific. This company’s reorganization has proven to be successful by adapting its superior marketing strategies. From the company’s past experience, The Body Shop Direct had demonstrated that the potential of The Body Shop brand is far bigger than its current retail base. To serve their customers better and to develop a more solid, long-term relationship with its customers, the company has the following plan: (1) Begin the implementation of a new supply chain design, which will improve efficiency and service levels to stores around the world; (2) Plans the international development of The Body Shop Direct, which will demonstrate the benefits of a multi-channel strategy in raising the profile of the brand; (3) Expand stores in other formats such as factory outlets, railway station outlets, kiosks and store within store concepts, which will target customers who value sales of discontinued products, end-of-season lines, as well as gifts and large sizes at significant price reductions; (4) Continue to build the mail order operation in the US market as future e-commerce activity becomes important; (5) Re-launch its Customer Club, which will increase the number of members. __________________________________________________POSITIONING Positioning is a crucial concept in marketing. It provides the marketer with a valuable tool in determining how to create a desirable perception of the brand and image for its product, not only to the general society, but more specifically to reach the target market it wishes to exploit. Companies must engage in positioning strategies to counter against its competition, and they must determine what position in the market that they would like to occupy, where they can maximize their potential. In the skin-care industry, there is fierce competition for the consumer’s discretionary income. The Body Shop has chosen to position itself as an environmentally friendly, moderately priced and high quality skin-care alternative for consumers. They have been profoundly successful in their marketing, as their emphasis on environmental awareness has gained them numerous accolades from environmental groups, and thus generating favourable publicity for its products. Positioning maps, also known as perceptual maps, provide marketers the ability to see how customers view their brand on a number of key evaluative dimensions, such as pricing and packaging. The positioning maps allow marketers to determine which attributes are most highly regarded by consumers. But more importantly, perceptual maps allow marketers to determine where their brand is perceived to be located in relation to its competitors. It provides the marketer a method in gauging whether its brand is positioned well within the market, and if not, the brand can reposition itself where it deems there is the greatest potential. The survey method was used to collect primary data required to construct the positioning maps. Thirty-one people filled out our survey at the University of Toronto downtown campus, and in addition we stationed ourselves at the Eaton Centre to engage in a mall-intercept method to collect data. We distributed our survey to eighteen people through this mall-intercept method. This would allow us to collect a more diverse field and thus a more accurate reading. As an incentive, a University of Toronto pen was given to mall-intercept participants. In total, we gathered surveys from a total of 49 participants. Below are our results based on the importance of certain attributes with respect to skin care. Determining what consumers perceive to be important concerning skin care is crucial in developing a successful marketing plan. The evaluation of attributes was calculated using a weighted-average. For each attribute the frequency of the scores were multiplied by the relative score, summed up and divided by the total number of respondents. The scale will range from 1 to 7 (1-low, 7-high). Importance of the following attributes in skin-care Price 5.8 Environmental 5.4 Reputation 5.5 Quality of Product 6.6 Packaging 4.6 Distribution of Information 4.1 Luxury 4.8 Availability 3.8 (All calculations are rounded to the nearest tenth) Based on these evaluation scores we can tell that the two most important attributes are that of the quality and price of a product. Thus these two attributes will be used in preparing a positioning map. In addition, we will produce one more positioning map based on the reputation of the product and its environmental friendliness, which are highly important attributes to the consumers as well (based on our survey). Thus, the two perceptual maps that we will derive are as follows: (1) Quality vs. Price (2) Reputation vs. Environment We selected eighteen different brands for skin care, selected from the skin-care products found in drugstores to those sold in department, discount and health food stores. We attempted to ascertain a diversified group of skin-care brands, so that our positioning maps would reflect the reality of the skin care marketplace as accurately as possible. Analysis of Perceptual Maps (See Appendix 3) (1) Quality vs. Price: The Body Shop evidently has developed the perception that their products are moderately-priced and relatively high quality goods. They have managed to avoid direct competition from the high-quality, high-price products that are generally found in department stores and the low-quality, low-price products found in discount and drug stores. The Body Shop has successfully positioned itself in a gap in the market-place, where moderately-priced, high-quality goods are sufficiently demanded to warrant a market to produce the products. (2) Reputation vs. Environment: The Body Shop’s marketing emphasis on their devotion to environmental friendliness has paid off tremendously. By examining this positioning map, it is clear that the public views them as being extremely environmentally conscious, and with a relatively solid reputation. In recent years, the consuming public has placed an increasing importance on environmental friendly products, and The Body Shop’s solid stake in this area can only enhance the success of their business. The Body Shop is successfully positioned within the skin-care marketplace, and no repositioning should be necessary. It has grabbed a significant market for its environmentally friendly, high quality and moderately priced products. The Body Shop must continue to focus on diversifying its product line to ensure continued success. Skin-care is a fickle industry, and thus The Body Shop must ensure that they keep up with the latest trends. We will propose to add an additional line, the Green Tea line, to diversify our current line of products. We have developed a preliminary marketing plan for our Green Tea line, which will be described shortly. ________________________________________MARKETING STRATEGIES Product The Body Shop carries a wide selection of products ranging from beauty care products, creams and make-up to products for the mind, such as aromatherapy oils and diffuser. In their beauty care range, they have a large variety of products such as lip-balm, make-up, lotion, face wash, facial mask, shower gel and soap, shampoo and conditioner, and perfume. Their beauty care ranges are then subdivided into smaller groups based on scent or product line. Recently, the company introduced several new product lines. Examples include the Japanese Hotsprings, the Africa Spa, Juice It and the Hemp line. The Japanese Hotsprings line is based on products found at a Japanese Spa. The line allows you to bring home the spa experience and to indulge in the products as if you were to have visited the spa . The Africa Spa line was created similarly to the Japanese Hotspring line. This line emphasizes the traditional spa treatment products created with earthy ingredients, and is sourced through the Body Shop’s Community Trade initiative . The Juice It line is marketed as a line of naturally-inspired product with ingredients such as fruits, vegetables, and herbs that help re-energize the mind and sprit . The Hemp line is a moisturizing line. This line itself has proven to be very successful because the fatty acids found in the hemp plant produces the right amount necessitated for dry skin rejuvenation. In addition, The Body Shop also carries a large range of products that are specifically marketed for men. The men’s line includes products such as body wash, shaving cream, moisturiser, cologne, after-shave, razor and even deodorant . These products are marketed to those men who prefer not to use The Body Shop’s traditional scented product line. Promotion The Body Shop promotes their brand in two ways: ethical promotions and sales promotions. Many consumers are aware of the Body Shop’s political viewpoints, such as against animal testing and have become loyal to The Body Shop brand; others who are environmentally conscious are attracted to the company by its minimal packaging and refill program. The Body Shop creates incentives to those who re-fill by giving customers 10% off the retail price. A final ethical activity that The Body Shop promotes is the Community Trade Program. This program creates trading relationships with less developed communities and helps build livelihood through trades of product ingredients without exploiting the community. The Trade program has also brought educational and health benefits to many of their Community Trade Suppliers . The Body Shop used an indirect approach for its Sales related Promotion. In the past their main marketing approach was through word of mouth or the store itself. The shops themselves were turned into action stations and the only ads they had were the posters in the shop windows . Today however, The Body Shop still uses their shop as their main marketing media. They continually invest in refurbishing their existing store and to develop a new store design . The new store is designed to communicate their values and to create a more natural retail environment . Recently, The Body Shop has expanded into the e-commerce via the Internet with a partnership, Softbank Venture Capital. The on-line store allows the company to promote both the brand and the products in regions where the Body Shop is not present. Price The price ranges of The Body Shop products are quite modest. Their prices range from $5.00 for lip-balm to about $19.00 for lotions or shower gels. Their modest prices may be one of the reasons for their success. Since the prices of the products are very affordable, individuals of almost any age could afford and enjoy the products. Customer Service With the large range of retailers today, the only aspect that differentiates between one retailer from another is exceptional customer service. Because good customer service is one way to retailing success, it is one aspect of business that can create customer loyalty. The Body Shop emphasizes quality customer service. Since the shops themselves act as an advertising media, they require a team of staff who is well informed about their products. The Body Shop also creates good customer service through their refund policy. Their return policy is that merchandise can be returned for an exchange or refund within 30 days when accompanied with a receipt; without a receipt, the store provides an exchange of products at the lowest selling price . Another service they provide is gift-wrapping. The gift-wrapping is available year round, which allows the shopper to purchase gifts without having the trouble to wrapping the gift themselves. Finally, a new type of customer service is the pilot customer loyalty program. The loyalty program is currently available only in the UK, and for every 10 pounds customers spend, they are given one stamp. After a customer accumulates five stamps, the customer is given the option to either spend the 2.50 pound voucher on products, or to donate the voucher to on their the retailer’s chosen charities . As well, through this loyalty program, the customer is given a membership, which entitles them mailed information about new products and catalogues. Place Stores of The Body Shop are designed to communicate the company's value to customers and to create a natural retail environment. Natural, locally sourced materials and neutral colours are used to give an impression of space, light and clarity. Instore signage centers around the natural ingredient stories the company's products. In addition, recycled or reclaimed materials are incorporated into the store design wherever possible. THE INTRODUCTION OF THE GREEN TEA LINE ____________________________________________________OBJECTIVE The objective of this new marketing program is to serve a new market segment and to increase sales. Currently, our main target markets are teenagers and young adults around twenty years of age. Through the introduction of the new product line of Green Tea, we aim at attracting mature, professional women and middle-aged customers. With the oriental origin of Green Tea, we also want to bring the oriental concept of well-being into the Western culture and attract customers from other cultures. By trading with the community of Kwangsi in China for raw material, we want to help supporting education, improve the cleaning up of the local environment, as well as, encourage women to combat against old, repressive traditions and move towards affirmative actions. ______________________________________________SWOT ANALYSIS Strengths There are several strengths to the Green Tea line that will attract customers. 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. Opportunities The growing popularity using of natural ingredients in skin care products and ancient wisdom provide an opportunity for expansion of our market. If our new product line proves to be successful, we can integrate into our permanent product line. Because of the holistic concept behind our new product line, we can co-operate with natural food stores and introduce our products there. Also, green tea has the power of reducing one’s desire to consume fats and sweets, as we plan to include tea bags with our new line. This will aid customers in adjusting to a healthier diet. By doing so, creates another unique aspect -fitness awareness- compatible with The Body Shop’s image. Threats The company faces fierce competition from existing Green Tea skin care products of different companies. Other companies may overtake the market for Green Tea skin care products before The Body Shop develops this line and takes a fair shot at the consumer base. Another major concern is that the government regulation on the use of herbs may change. This may affect the selling price or policy of skin care products containing Green Tea. Additional testing on the product may be required. The supply of the ingredient, Green Tea, is subjected to weather conditions. Natural disasters, such as floods, may cause unavailability of raw material. ________________________________________________SEGMENTATION Segmentation includes areas such as geographic, demographic, psychographic and behavioural factors for determining how the market should be split apart, so different marketing strategies can apply to aim at different audiences. For our Green Tea line, we are concentrating on marketing our products in major urban cities. City dwellers tend to be more conscious of their appearances and have more income. Therefore, they are more willing and have the ability to spend on cosmetic products. Since they are also exposed to various aspects of the metropolitan, these customers are not reluctant to try new things. To be more specific, our targeted market is middle-aged women around 40-60 years of age, with high to low income. Mature women are more interested in herbal products. They may vary in cultural background and marital status. While oriental people will find Green Tea familiar and more willing to incorporate Green Tea products into their skin care, we will educate the others about the effects of Green Tea. We realize that this age group is often neglected from marketing plans because most cosmetic brands use young attractive mid-20 women in their advertisements, hoping to catch young girls’ attention to develop new trends but have overlooked the power of the middle age market. Our targeted customers come from the lower middle-class, which is 32% of the population. This class consists of white-collar workers, such as office workers, sales people, and teachers. They look for skin care products at reasonable price, which our company can provide. Another targeted social class is the upper-middle class with moderately successful business and professional people. This class tends to be more educated. Therefore, they may be concerned with quality of the product and require more information when they make purchase decisions. They will know whether the product is worth its value, however they will not be reluctant to try new things. Our provision of detailed information pamphlets, campaigns and reputation of excellent quality satisfies their needs. Our new Green Tea products have anti-aging effects, helping older individuals to look younger. These customers have a dominating ideal self-concept, are confident about themselves and understand their own needs and wants. Naturalness best describes their skin care approach. The oriental origin of our new Green Tea products attracts individuals with favourable attitudes towards eastern touch, and those who believe that herbs are a better replacement for most cosmetic or skin care products. Health conscious individuals will find our product attractive because we incorporate the holistic concept into our product. Environmental conscious individuals will find our product attractive because our Green Tea protects skin from ultraviolet environmental aggressors such as pesticides and cigarette smoke. Because of the busy schedules of our targeted market and that skin care products are used daily, simplicity will be our key. Green tea fulfils the desire of low-costing yet high quality products. We chose to launch the Green Tea product line in the upcoming spring. As spring approaches, customers begin to be concerned about their skin after it has survived the cold winter. The skin is bound to be stressed, and faced with the threat of the upcoming summer, customers will be concerned with the strong sun and the consequences associated with it, including skin problems during seasonal changes. The sun can provoke skin damage, leading to wrinkles. Green Tea products helps moisturize and rejuvenates the skin while reducing signs of wrinkles. __________________________________________________POSITIONING The positioning strategy for the green tea line will be to set our brand apart from the competition. There are currently a few skin-care companies in the green tea skin care market, including Elizabeth Arden and Healing Garden. However, it is still a relatively untapped market, and as a result The Body Shop will have the opportunity to capture a significant share of the green tea skin care market. Since The Body Shop brand is widely recognized, we will be able to position ourselves apart from competitors by creating a reasonably priced green tea line with the non-price advantage of being an environmentally conscious brand. Elizabeth Arden is considered to be the market leader in the Green Tea skin-care line, and we will best be served to avoid direct competition against them. Our Green Tea line will occupy its own position in the market, and we should emphasize the environmental friendliness of our product, since that is our greatest marketing strength. There exists competition within the environmental-friendly market, as brands such as Aubrey Organics have developed their own Green Tea lines and are distributed in health-oriented stores. However, we have the advantage against Aubrey Organics, as our name brand is substantially more recognizable and we must capitalize on that. In addition, The Body Shop will provide a greater array of Green Tea product selection, far more diverse than the market leader (Elizabeth Arden). Our basic skin-care line will be complemented with other Green Tea products such as tea bags and hand sanitizers. The variety of Green Tea products will set our brand apart from the competition, in particular the market leader, as Elizabeth Arden consists of only a limited number of Green Tea skin-care products. _______________________________________________MARKETING MIX Product We decided to develop a product line that is unique, yet it would fit into the Body Shop’s objectives. Our proposed product line is called the Green Tea line. The reason why we chose green tea, as our main theme, is because of the natural healing capability it possesses. The green tea leaves possess many healing abilities such as easing the signs of fatigue , tightening the skin and making the skin look younger by removing aggressive substances. It also moisturizes and provides protection against ultraviolet rays . In addition to the green tea healing capabilities, the green tea leaves also sterilizes and disinfects bacteria such as e-coli and cholera . As well, the green tea contains vitamins and minerals, such as zinc, fluoride and potassium . The product line we propose would include tea bags, facial cream, facial cleansing cream, body wash, dream lotion, message oil, lip-balm, butter, perfume oil and hand sanitizer. The Green Tea Bags we are marketing will serve two functions. The first function would be for consumption as a beverage. In doing so, the benefits of green tea would include strengthening teeth enamels (from the fluoride), and preventing cavities (with consumption of at least one cup per day). It also, prevents obesity (by prohibiting extra fat from being absorbed by the body), and preventing high blood pressure due to the essential oil, tannin, found in the green tea leaves. Other benefits of consuming the green tea are protection against cancer, heart disease, osteoporosis , and relaxes the smoothes bronchial muscles The second function of the used green tea bags would be a facial scrub. This is because it acts as a detoxifying agent and as a sterilizer . As well, the used tea bags remove dead skin cells resulting from the coarseness of the tea bag and leaves. The Hydrating Facial Cream will moisturize, while providing ultraviolet skin protection . The Hydrating Facial Cream would also reduce and prevent the signs of aging through tightening the skin and releasing essential minerals and vitamins , thereby reducing wrinkles. The Detoxifying Facial Cleansing Cream would remove cosmetics, dead skin and exfoliate residue due to pollutants from the environment. The Detoxifying Facial Cleansing Cream also mildly sterilizes and disinfects unwanted bacteria that would result in skin problems . The Green Tea Body Wash will perform similarly as the Detoxifying Facial Cleansing Cream, except at a stronger concentration level. The Green Tea Milk Lotion will provide exceptional rejuvenation and hydration of the skin by providing super rich vitamins and minerals from the green tea leaves . The Green Tea Butter acts as a super rich deep moisturiser that will tighten skin resulting in more vibrant looking skin. The Green Tea Lip-Balm will taste like a cup of green tea, while healing and maintaining luscious lips. As a bonus, the Green Tea Lip-Balm also provides protection against the harmful sunrays . The Waterless Green Tea Hand Sanitizer is an effective anti-bacterial hand wash without the need to use water. It is convenient for those who are always on the go and readily available for cleansing when water is scarce. The Green Tea Perfume Oil provides tea lovers with a scent they can enjoy and identify without needing to drink a cup of tea. The concentrated formula of the perfume oil provides a daily perfume that would last the throughout the day. The final product in the Green Tea line is the Green Tea Massage Oil. The Green Tea massage oil relaxes and soothes muscles while providing the sweet scent of tea. In using the oil, you relax the mind, body and soul. Product Planning and Development Here we introduce for the Body Shop a new Green Tea line. Just like existing product lines, the Green Tea exists in a variety of forms: hand creams , face wash, body wash, etc. We would not consider this new line as a ‘new’ product, it would simply aid the management in trying to gain more market share, since we are simply introducing an addition to an existing product line. Green Tea originates in Asia, and in a North American market, this element may not be as well-known. In order to increase its exposure, The Body Shop should do a series of campaigns to promote its awareness and arouse interest, by ways such as giving publicity about the green tea’s strengths or giving out samples to test the market. Since the green tea is a natural element, it is consistent with the company’s image. According to research, green tea has a harmonizing effect on the soul. It can therefore enhance our appearance by calming us and reducing our desire for sweets and fats. These important points of the green tea are all in-line with the company’s images of naturally improving a person’s mental and physical health. Right now in the cosmetic industry, only several of the thousands of brands have a green tea line, and this is definitely an area the company could explore on to increase potential profits and exposure. Few suppliers of a green tea line ensures adequate market demand, method of production would be assume to be the same since we’re staying with the same line of products, only in a different flavour/scent, reducing new production methods’ cost. The product is compatible with environmental standards and existing sales forces would be appropriate, thereby satisfying all the producer’s criteria for new products. The customer base for the Green Tea line is readily accessible because The Body Shop would not have to go out and find ways to attract new customers who are willing to try the product. This is since the firm already has a customer base who are keen on consuming environmentally friendly and non-animal testing skin cares. Thus the firm has the relative advantage in saving time to target its new product, but at the same time ensuring that there will be customers who are willing to try green tea stuff. As much as introducing the new line seems like an easy task to The Body Shop with its expertise in the industry, the firm should still set up a new-product department or just a marketing team of several people to research more on the Green tea. For example, someone might or could be allergic to green tea (however natural as the element seems to be), or there might be complications during production. The marketing team should ensure that when the product is launched, it is used in its best way that highlights its special functions in improving a customer’s skin in a simple way. Brands, Packaging, and other Product Features. Basically the new products will take the same form of packaging under the same brand of The Body Shop. The labels will be green, reflecting the colour of the Green Tea, but with no further addition to the labels. The particular name will be consistent with how The Body Shop labels other lines. For example, the yellow shampoo with banana scent is simply called ‘Banana Shampoo’, so it makes sense that the body wash with green tea is called the ‘Green Tea Body Wash’. Promotion The promotional objectives for the Green Tea line is to promote the benefits of the line as well as to create product demand. The promotions will take place over a 12-month time frame, with an estimated budget of £.346 million (1% of £634.6 million ). The goal of the promotions is to increase total sales by 1%. The Body Shop will use indirect-action and primary demand advertising to promote the Green Tea line. The reason why the indirect-action advertising is used is because we want to inform target market of the beneficial characteristics of the line. Throughout the 12-month marketing period, we will consistently remind our customers that the product exists and the benefits. As well, the Body Shop will use primary demand advertising, or pioneering advertising, to stimulate and create demand for the line. The pioneering advertising is mainly used to launching the new products, and is effective because it will provide promotions that inform the target market of products and benefits. The projected schedule of promotions is as follows: April 2001: Beginning of promotion Introduce the product line and including a trial size package containing the full range of products. Since the product will be introduced during the spring, the warm weather will stimulate the need for a good moisturizer. April, July and September 2001: Mall Demonstrations The Body Shop will hold 6 bi-monthly mall demonstrations. The demonstrations would take place inside the mall to increase product awareness. The demonstrations would also include a contest, which allows 6 individuals to receive a free facial and a prize package. May- July 2001: 10% discount The entire Green Tea product line will be offered a discounted price of 10%. During this Growth stage of the product, the promotion provides incentives (cheaper price) for the customer to try the product. For those that have already sampled the trial size it provides them with an opportunity to continue buying the product at a discounted price. As well, since this 10% discount period takes place when the weather becomes warm, many individuals become more concern about ultraviolet protection. August 2001: Break No promotional discounts will be given. All prices will return to regular price. This promotional break period provides a chance to evaluate the success of the Green Tea line. By having the prices return to regular price, The Body Shop is able project the amount of sales to follow after the 12-month promotion period. September- December 2001: 5% Discount on other products With any purchase of a Green Tea product, the customer will receive a 5% discount on other products in the store. This promotion will take place during the maturity stage of the product cycle to persuade the customers, rather than informing them. The period in which this promotion will run occurs from early fall though the holiday season. The timing of this promotion provides great opportunity for those to experiment with the product, since the cooler weather brings dry skin or a chance for those who enjoyed the product to share the product line during the festive seasons. January – March 2002: Double Stamps During 2001, The Body Shop will introduce a customer loyalty program with purchase stamps. For every $20.00 a customer spends, an individual will receive a stamp. For every ten stamps collected, the customer can redeem the stamps for a 10% discount on their next purchase. During the double stamp promotion, any customer who buys a Green Tea product will receive double the amount of stamps. This promotion is launched during the decline stage of the product cycle. The promotion’s main focus will be to remind customers of the Green Tea line and to increase sales volume. In addition to the 12-month promotion, The Body Shop will create posters for their window display and the Green Tea line will be the main product to be promoted in the stores. Brochures will be made available on an ongoing basis to educate the consumer about the benefits of the Green Tea line, and will continue to be available after the promotional period. The main goal of the 12-month and in-store campaigns is to create a pull strategy. We wish to create a pull marketing strategy because we want to motivate consumers to continually demand the product. Price The Pricing List for the Green Tea Line Green Tea Bags (20 bags/pkg)………………………………………………...$2.50 Detoxifying Facial Cleansing Cream (200 mL)……………………………….11.00 Green Tea Body Wash (250 mL)……………………………………………… 8.95 Green Tea Milk Lotion (200 mL)……………………………………………..13.95 Green Tea Butter (200 mL)……………………………………………………14.95 Green Tea Lip Balm (10 mL)…………………………………………………. 4.95 Waterless Green Tea Handsanitizer (100 mL)…………………………………5.95 Green Tea Perfume Oil (15 mL)………………………………………………14.95 Green Tea Massaging Oil (100mL)……………………………………………9.95 The Body Shop is sales-oriented so they would want to maximize its sales potential. With the Green Tea Line, we aim to have a sales volume increase of one percent and subsequently increase the market share. The Green Tea Line’s pricing of the products are relatively on the same scale as the prices of other product lines in The Body Shop. The price takes into consideration that the products cannot be leased yet can be returned with a receipt within thirty days and exchanges are possible with the receipt and also within thirty days of the purchase. Thus the Green Tea Line pricing is not set in the attempt to create a heads on price competition but rather will concentrate on non-price competition. The Body Shop has many psychological incentives for consumers to buy the company’s products instead of other brand names due to the company’s social and political movements in like Stop Violence Against Women, Against Animal Testing or the Community Trade Programme. The Green Tea Line will compete through product differentiation, a variety of channels of distribution and an intense promotional campaign of the line instead of price competition with other brand names. The Green Tea line has an elastic demand since it has similar competing products in other brand names such as Elizabeth Arden, H2O, The Healing Garden etc. There are also other substitutes for this skin and body care line in different fragrances even within just the company itself. As well, there are other goods in the market that are competing for the market’s discretionary disposable income such as the clothing, spa, music, movie, education, and food industries etc. The Green Tea line will focus on market penetration by offering lower prices than the expected prices by the target market. By using this method, the company can obtain high sales volume and discourage other firms to enter the market. With the one full year of intense sales promotion, the pricing of the products will be cheaper than the expected and projected prices above with many discounts and plans. The reason why marketing penetration will be used is because a large market exists. This is since, there was a strong affirmative response from our survey results that approximately eighty-one percent of the surveyed people answered in favour of trying out the Green Tea line. As well, there is fierce competition in this market from existing providers of the line and potential newcomers who want a share of the market. Thus, the demand for this product may become elastic mainly due to a large number of competitors. Most of the pricing for this product line uses odd pricing so to present a lower price image. Odd pricing is a psychological pricing that will help achieve higher sales volume. Place To launch the Green Tea line, The Body Shop will initially have three geographic test market, Toronto, New York and Los Angeles. The reason why the Green Tea line will only be available in the three selected test markets is to evaluate the popularity of the line, and to see whether or not to introduce the line globally. North America was a natural choice for The Body Shop to introduce the Green Tea line due to its vast market potential. Toronto was selected as one of the test markets because of its distinct characteristics. The census metropolitan area is diversely multicultural, which will allow greater potential for success, and provide an indication of how different cultures/backgrounds would respond to the line. Toronto is also a popular tourist destination, which allows the line to gain greater exposure by people from all around the world. New York was selected as another test market because it is known as a trend-setting, fashion savvy city. With the product line being launched in a trend-setting city, the increase in popularity may lead to a great demand for the product. The city is urbanized, which allows it to receive greater exposure. As well, the city’s economic wealth allows consumers the ability to spend a large amount of discretionary income to spend on beauty and fashion. The last city selected as a test market is Los Angeles. The reason why L.A. was chosen is because it is an appearance-conscious metropolitan city. In the past, many individuals have resorted to different methods to obtain the younger look. Presently, many have turned towards alternative methods of beauty care and the Green Tea line would provide the products to satisfy their needs. As well, many celebrities, or reference groups, have demonstrated interests in the holistic and oriental teachings. With celebrities interested in these products and methods, many individuals would be willing to experiment with the products. In addition to the three test cities, The Body Shop will introduce the Green Tea line on the Internet. This direct distribution method allows those who sampled the products from the test markets, or for those unable to purchase it from their area to obtain the product. Customer Service and Customer Relationship As part of the new Green Tea line, individuals who visit the Body Shop will come to expect specialized expertise in Green Tea by sales associates. As part of the customer service the company will provide all sales associates with product knowledge training to allow them to be familiar with the line. As well, all store management will be provided with professional, facial skin care training. This will provide the management team the tools and the ability to demonstrate proper techniques to provide exceptional service to the customer. In addition to the exceptionally trained staff, The Body Shop offers its own website: http://www.bodyshop.com. The website allows customers to purchase online, sign for e-mail updates about the online store, new product information, e-mail newsletters plus The Body Shop catalogue. Website themes include interactivist, body-zine, makeover and well being. The website is intended to draw the customers closer to the company. It leaves the impression that the company not only puts its primary interest in maximizing profits but also places increased emphasis on interaction with customers by providing for them useful facts. It also provides ways of ameliorating lifestyle habits and upgrades the well-being of the community. The site gives links for therapies and stresses. It should be noted that they did not try to further promote their products with these links. __________________________________________________CONCLUSION Pending the successful introduction of the Green Tea line in our test markets, we will launch this line internationally in all 54 franchising countries. The Green Tea line will further be expanded into the North American market. The profits from the Asian markets will also be booming, as oriental customers see foreigners using their originated resources and adapt a new perception for Green Tea. The Body Shop’s presence in Asian countries gives them a relative advantage against their North American competitors who are less knowledgable in Green Tea. However in other parts of the world, The Body Shop will need to do more promotion and publicity of the Green Tea line due to its infrequent usage by those cultures unaware of the benefits of green tea. Very few issues such as animal rights or environmental violations need to be considered since green tea is only a natural herb. And since in North America, the herbal area is not given much attention and it could very well be an area of growth for The Body Shop. The company could become a trend setter if the Green Tea line goes well, and introduce along with it more herbal lines featuring other herbs. Though a few of the company’s competitors have already launched some Green Tea products, we are confident that the company will be successful as The Body Shop has successfully created an image that is strongly distinct from its competitors in the cosmetic industry. Appendix 1 THE BODY SHOP – Marketing Project Hello, thank you for agreeing to complete this questionnaire. I am a member of a marketing project at the University of Toronto and we are doing a research project on The Body Shop. This survey will help us answer various questions about the company’s position in the highly competitive market scene. This is where we need your help! We need your input in order for us to launch a hypothetical new product into the market. Instructions: Please circle or fill in the blanks the most appropriate answer for the following questions. 1. What is your gender? (Male Female) 2. What age group are you in? (less than 15 16-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+) 3. When was the last time you bought something from The Body Shop? ( never 5 yrs ago 1 yr ago 6 mths ago 1 mth ago last wk this wk ) If you’ve answered “ 5 yrs ago” or “never” in the above question, please go to question 8. 4. You are very willing to try a new product advertised by The Body Shop as opposed to other cosmetics & skin care brands. (strongly agree agree no comment disagree strongly disagree) 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. Appendix 3 _________________________________________________BIBLIOGRAPHY Annual Reports and Accounts 2000 [Online] Available (http://www.bodyshop.com/usa/aboutus/ra2000.pdf ) “Body and Soul.” [Online] Available http://www.findarticles.com/cf_0/m4287/2000_Feb_24/60124568/p1/article.jhtml February, 2000. The Body Shop - Annual Report, 2000. England: The Body Shop International PLC, 2000. The Body Shop Company Profile. [Online] Available http://www.bodyshop.com/usa/aboutus/profile.html The Body Shop: Fall/Winter 2000 Catalogue. Pg 14 “ The Body Shop Rolls Out Loyalty Card” [Online] Available http://www.findarticles.com/cf_0/m0YBL/1999_Sept_16/55764217/p1/article.jhtml . September, 1999. “ Chief Executive’s Review” [Online] Available http://www.bodyshop.com/usa/aboutus/profile.html “The Effects of Tea” [Online] Available (http://www.iris.or.jp/`hamadaen/chishiki/kounou.html) 11/29/00 “Green Tea Could Be Good For your Skin, Study Finds.” [Online] Available (http://my.webmd.com/content/article/1728.60463 ) 12/02/00 Levetin, E. and McMahon, K. Plants and Society. Toronto: McGraw-Hill Co. Inc, 1996, pg. 242 Monthly Economic Indicators September 2000. [Online] Available http://strategis.ic.gc.ca/pics/ra/mei0900e.pdf , November 26, 2000. The Road Ahead: A Summary of the Body Shop Values Report 1997. England: The Body Shop International PLC, 1998. Toilet Preparations Industry - (SIC 3771) Industry Overview Report. [Online] Available http://strategis.ic.gc.ca/SSG/io37711e.html , November 27, 2000. Zittlau, Jorg. Green Tea for Heath and Vitality. New York: Sterling Publishing Co., Inc. 1999, pg.79