Identify and describe how your selected organisation (The Body Shop) has used marketing techniques to increase the demand for a selected product (body butter) e.g. Segmentation, branding, include classifications, ACORN and MOSAIC.

The Body Shop

2008

The Body Shop

Introduction

In business , the term marketing and sales are often interchangeable . In fact , they have different function in an organization but they are complementary . According to Philip Kotler , marketers are those who have role to define value of a product using the perspective of customers in this perspective , modern enterprises are moving closer and closer to the concept of marketing based management . It is then reasonable that nowadays , enterprises pay great attention to marketing issues in to smooth the sales

The

importance of marketing has driven man scholars and professional to develop new marketing approach that considered more unique and effective in to meet the challenges that an industry has . The condition happens in almost any businesses . At cosmetics and beauty care industry for instances , the situation is much more intense since cosmetics corporations face two major issues they are quality of products that are suitable for particular type of skin /body and the pricing scheme

Concerning the product customization on skin types , for example cosmetics vendors develop different kind of products for people in tropical region , sub-tropical etcetera . In addition , the pricing scheme also comes in many forms in which branded products like Shiseido Lancfme , and Christian Dior are positioned as expensive products

Concerning the many facets of marketing cosmetics product , this will elaborate the discussion of several marketing techniques to increase demand for products (goods and services . The chosen company in this marketing discussion is The Body Shop , a UK-based company that is well-known for their expertise in manufacturer and retailer of natural skin-care and cosmetics products . To be precise , the selected product that will be elaborated is the body butter

Corporate Background : The Body Shop

The Body Shop International plc is a well-known brand in beauty care or cosmetics industry due to their philosophy in making natural and ethical beauty care and cosmetics product . The company established in 1976 in UK Dame Anita Roddick (The Body Shop International plc , 2008a

Nowadays , 30 years later , The Body Shop has existed in 55 countries with over 2 ,100 stores . The product development also enables the company to spread their wings quickly by offering more than 1 ,200 naturally-ingredient products in all company 's stores (The Body Shop International plc , 2008a

One competitive advantage that the company has that they become the first company that awarded the Humane Cosmetics Standard for our Against Animal Testing policy . In addition , the company 's philosophy also brings them to conduct a Community Trade , their fair trade program , resulting in the company 's complete strategy to trade fairly . Currently , the company conducts community trade initiatives with 31 suppliers in 24 countries , representing more than 15 ,000 people across the globe (The Body Shop International plc , 2008a

Developing a Marketing Strategy

Among the firsts steps of developing a marketing strategy is to analyze the potential market of products and the moves and actions of competitors . To fully understand the conditions of a market , a company needs to first comprehend our consumers ' behavior . One idea relates to consumers ' behavior is mass customization

Within the past few decades , the terminology mass customization becomes one jargon to improve the company 's customer-oriented program It is the result of various customers ' demands , which need products /services tailored in specific fashion . From outfits to private airplanes and sport club 's members to telecommunication services , people are demanding that their products and services exactly fit their specific needs

The customization at The Body Shop inspires all the development of the company 's product . At developing the Body Butter , for instance , the company is inspired by the benefits of 25 natural ingredients including Caribbean 's bananas and Namibia 's Marula oil , which used for cosmetic purposes since hundreds years ago (The Body Shop International plc 2008b

Segmentation

Identifying products market area is the first step in developing a comprehensive marketing strategy . We should be able to determine in what kind local environment our product is marketed . Information of the local market will then help us to predict our market share . How many are my customers ? And where do they live and work ? These are the questions to be answered in this step ( Developing a Marketing ' 2000

Segmentation divides the market into smaller segments with similar characteristics , allowing us to treat each segment differently by giving them different products , prices and other marketing tools . This activity is important in a heterogeneous consumer market (Perner , n .d

At The Body Shop , the segmentation for their Body Butter products is clearly to delight customers that understand the needs for quality beauty care products that those who aware of the benefits for using natural-ingredients cosmetics products . The company asserts that their products are particularly designed with a love of life , individuality spirit , and dedication to trading fairly (The Body Shop International plc , 2008a

Figure 1 Body Butter series from The Body Shop

Source : HYPERLINK "http /www .thebodyshop .com /bodyshop /browse /sub_category .jsp ?categoryId cat20065 http /www .thebodyshop .com /bodyshop /browse /sub_category .jsp ?categoryId c at20065

Branding

Definitions of brand might vary according to experience and perspective The most common people might state that Brand is the name of corporation or products they sell . But the actual meaning of brand is a lot richer that that . A name is an important part of a brand , but in to become a true brand , the name must fit to the audience 's memory in a way that will not be easily forgotten by the audience

The situation also underlies The Body Shop strategy in building their branding by incorporating their philosophy of natural ingredient products . The company 's brand of becoming the cosmetics manufacturer that only use natural ingredients products is strong since it provides customers with an image that The Body Shop develops and sells safe cosmetics , which in line with customers ' concerns of having safety

This is inline with the customers ' preferences , especially women that wants a secure feeling when using cosmetics . The demands are translated into The Body Shop program to use the highest quality natural ingredients . In addition , the company stick to five values they are Protect the Planet , Support Community Trade , Against Animal Testing Defend Human Rights , and Activate Self Esteem (The Body Shop International plc , 2008

Reference

Collision Insight (2000 . Developing a Marketing Strategy . Retrieved April 1 , 2008 from HYPERLINK "http /www .collision-insight .com /news /archives /200003-feature .htm http /www .collision-insight .com /news /archives /200003-feature .htm

Perner , Lars . n .d . Consumer Behavior and Marketing . Consumer Psychologist Newsletter . San Diego University . Retrieved April 1 , 2008 from HYPERLINK "http /www .consumerpsychologist .com Strategy http /www .consumerpsychologist .com Strategy

Recklies Management Project GmbH . Marketing (2006 . Segmentation Target Marketing / Positioning . Retrieved April 1 , 2008 from http /www .themanager .org /Knowledgebase /Marketing /Segmentation .htm

The Body Shop International plc (2008a . About Us . Retrieved April 1 2008 from http /www .thebodyshop .com /bodyshop /company /index .jsp jsessionid ERFaLul EQWzSEOutEFWERw .bsbwilapp03-bsprd-app-102 ?cm_re themeB-_-Footer-_-Abou t_Us

--- (2008b . Support Community Trade . Retrieved April 2 , 2008 from http /www .thebodyshop .com /bodyshop /values /support_community_trade .jsp

PAGE

The Body Shop

Page PAGE 5

APR . 1 , 2008

The Body Shop

Page PAGE 0

APR . 1 , 2008 ...