Marketing Communication Programme for the New Product
“The Body Shop” offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing an international marketing plan for a new product; a special shampoo which mitigates the hair loss problem of people, particularly for men, to be added to the range for international market in Asia for the Body Shop.
An international marketing plan including an analysis of marketing potential and target segment of the new product, a marketing communication programme for the new product is indicated in this report.
This report also provides a SWOT analysis for The Body Shop and identifies the direct and indirect competitors in the Hong Kong market as well as the international market in Asia.
Introduction of The Body Shop
The Body Shop International is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Dame Anita Roddick opened the very first The Body Shop® store in 1976 in Brighton, on the south coast of England. The Body Shop now have over 2,500 stores in over 60 countries with a range of over 1,200 products. During 2008, 124 new stores were opened around the world, including new markets in India, Pakistan, Namibia, Poland, Slovakia, Monaco and Egypt. As well as selling their products through their stores The Body Shop also have a direct-selling channel called The Body Shop At HomeTM, where consultants sell products at parties in people’s homes. This operates in two countries — the UK and Australia. Customers can also use their e-commerce websites for online shopping in the UK, the U.S.A., Canada, Australia, South Korea and Japan.
The Body Shop owns 100% of Soapworks, a soap factory based in Glasgow, Scotland, which is the only manufacturing facility in the Company. All other product manufacturing is outsourced.
The Body Shop became part of the L’Oreal Group in 2006. L’Oreal is listed on the Paris Stock Exchange. The Body Shop operates as a distinct entity, with its own Board and Executive Committee, within the L’Oreal Group
The philosophy of The Body Shop is that looking good, feeling good and doing good are inextricably linked. The Body Shop delivers the message that there is only one way to beautiful, the nature’s way.
The Body Shop claims itself is a leader of promoting greater corporate transparency, and have been a force for positive social and environmental change through their campaigns around their five core Values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.
The Body Shop also has its own charity, the Body Shop Foundation, which gives financial support to pioneering, frontline organisations to assist those working to achieve progress in the areas of human and civil rights, environmental and animal protection.
Positioning Strategies of The Body Shop
The Body Shop adopts a niche marketing approach. The Body Shop promotes itself as a company able to advance social change and has been strongly associated with corporate social activism. The Body Shop defines its five core values as: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet. Anita Roddick, The Body Shop founder, has said, “There is no more powerful institution
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