Body Shop Company Current Performance - Case Study Example

TABLE OF CONTENTS TABLE OF CONTENTS 1 EXECUTIVE SUMMARY 2 1.0 INTRODUCTION 3 2.0 COMPANY PERFORMANCE & POSTURE 4 2.1 Political Environment: 4 2.2 Ecological Environment: 6 2.3 Socio-cultural Environment: 6 3.0 AGENCY 8 3.1 REQUIREMENTS 9 4.0 TARGET MARKET 10 4.1 Advertisement and Campaign budget 13 4.2 USE OF MEDIA 18 5.0 CLIENT TIME SCHEDULE 21 6.0 CONCLUSION 21 7.0 RECOMMENDATIONS 22 Reference 24 EXECUTIVE SUMMARY This report analysis the advertisement and campaign strategy to be adopted by the BODY SHOP Company in order to reach its target market and capture the market share. The report will also analyse the company current performance, its agencies and its target market. Based on these findings, we have made a report on what actions need to be taken by the company for its advertisement and campaign along with the budget required The condition study is to identify with the advertising predicament. An investigation is prepared of the key contestants on the foundation of marketing plan. Our chief contestants are Bath & Body works, USA and Sephora USA that have related products. The team member of this campaign study are Ali, Vicky (Chunbin Kim), Peggy (Pei-En Kao), Ebrahim and Sanath. These are the team members of the company and are dedicated to campaign for the company. 1.0 INTRODUCTION This report study is to analyse the advertisement and campaign strategy required for the BODY SHOP Company and its new products of gold honey nutrition. The Body Shop is launching a new product for wrinkle care that is made from the natural honey. In addition there are gold particles that are used together with honey to make the new product. Honey is a common raw material that can be gotten easily and has a lot of nutrients. The Body Shop wants to use honey to make a mask sheet for female to improve their skin conditions and this product will come with appetizing prices for the product so as to make them affordable to the customers. There are additional goods from supplementary corporations but the one from the body shop outdo all of them. This is because of the reasons that we are going to see later in the report. The client has authorized for the advertisement of the product because according to the client, the product is one of the best in the market and has no pronounced side effects to the user. The company has launched new products that are made of gold honey nutrition. These products need to be advertised and the best methods to be used are going to be dicussed later in the report. As the advertsisement campains are to be done, one thing the client hold firm is that there should be no abuse of human rights or even use of animals to test the workability of new products. The company has come from far and through advertisement, its product have become so familiar to the customers. There will be an advertisement campaign that will reveal much more about the product, its effectiveness as well as its position as compared with similar products from other companies. Being one of the best cosmetics shop in the whole world makes its product more appealing to the customers. 2.0 COMPANY PERFORMANCE & POSTURE The Company's fight in opposition to human rights violation, in support of animal as well as ecological fortification along with its dedication to confront the stereotypes of prettiness enabled by the makeup business, has won the support of large groups of customers. The corporation keeps on to leading the way for trades to make use of their influence for societal and ecological transform. 2.1 Political Environment: The Body Shop has taken a positive political stance against animal testing, defending human rights, supporting community trade and the protection of our planet. According to the values web page, "The Body Shop is against animal testing on cosmetic products and ingredients. We are not accustomed to experimenting our goods or constituents on animals. Neither do we encourage other companies to do so. We never have and never will." The Body Shop encourages action to be taken to stop animals being used in the testing of cosmetic products and ingredients. They appreciate the utilization of substitute testing and enlighten the community and fight to prohibit experimenting on animals. They have a strict purchasing rule which states "we don't use any ingredient that has been animal tested for cosmetic purposes by our supplier since 31 December 1990." Every product label used by The Body Shop emphasizes that they are Against Animal Testing (AAT). "The AAT policy and the animal compliance checks we run involving all our suppliers are also subject to independent review." According to their web site "The Body Shop community trade programme started in the 1980's. Currently it is creating a world of diversity for a number of 25 countries, it is now purchasing around £5 million worth of natural ingredients and accessory items through the Community Trade programme." 2.2 Ecological Environment: Referring to their web-site, ‘The Body Shop Ltd’ is a hair, skin and beauty goods corporation that encourages fair deal as well as sustainable growth. It is common knowledge that they are trying to stop cruelty to animals with their now world-famous "Against Animal Testing" slogan. However, it is not as well-known that they also support many different projects such as "Protect our Planet", "Defend Human Rights", "Support Community Trade" and "Activate Self Esteem" which, during 2003, placed a long-term emphasis on issues directly relating to their main consumers - women. They aimed to ‘Stop Violence in the Home' with leading organizations. This programme has a strong reputation in many countries such as Canada, US, UK, West Malaysia and the Philippines. 2.3 Socio-cultural Environment: The Body Shop's "Trade, Not Aid" project to help Third World Countries' primary producers by not just giving them contributions but by making a deal with them continually was the ‘green' businesses way of trying to give the natives in Brazil a constant income for the raw materials, brazil nuts which they grow and gather for the firm, which in turn allowed them to manufacture one of their best selling products, ‘Rainforest Hair Conditioner'. The Body Shop has cultivated a reputation as a ‘green' company that has pioneered trading links with native cultures. However, at the height of promoting this only 0.16% of its turnover was with the third world. The Kayapo Indian villagers have been a very effective marketing tool for The Body Shop in recent years but they now run the risk of being discarded when their usefulness runs its course. Problems with the Kayapo people have been simmering for years as the Kayapo leaders don't consider that they've conceded rights of use of the image to The Body Shop. This highlights that The Body Shop appear to be misrepresenting the Natives in order to benefit from marketing value of the project and have in fact gone against their objective of trying improve income distribution within third world countries, by sacrificing the natives and one of the firms "five value pillars" of supporting community trade. 3.0 AGENCY The Body Shop International plc, commonly known as The Body Shop, has about 2400 stores in 61 states and it is the second largest cosmetic firm in the world. Through its efforts not to use animals for the testing of its products, it has been awarded severally for observing the Humane Cosmetics Standards for Against Animal Testing Policy. The founder of the company perceived that is was morally wrong to use animals to test the cosmetics. The founder did not only have a vision of making money but also of making new beauty products that would not be tested on animals. Approximately, 35,000 animals are used every year in European Union while testing the cosmetic products. The Body Shop was founded by the late Dame Anita Roddick and is now part of the L’Oreal corporate group. Other than establishing itself as a chief force in skin and body care, The Body Shop has changed itself from just a cosmetics store to a podium for political activism (Fitzgerald, 2004 p. 52). Through hard work of the workers, the company has continued to produce products that satisfy the needs of the customers. The use of ordinary untreated resources has made the customers of its products trust the company. There are comparable goods from supplementary companies but the Body Shop continues to grow because its products outdo all supplementary goods from other companies. The company’s campaign against human and animal rights abuse have made the company progress ahead of its competitors. The company complies with the human right act as well as the act that protect animals. As a result, the customers have build confidence with the company’s products. 3.1 REQUIREMENTS The company requires developing the best campaign method that will make its new products sell far and wide. To do this, the company required a good campaign team that would carry the vision and the mission of the company which is making most sale of it products. This team would investigate on the best methods of advertisement and advise the client accordingly. After the methods have been identified, the team would lay a strategy on how to carry out the campains. The other requirement of the company is fund that will facilitate the campains. The company is well armed with money to meet the campaign expenses. Furthermore, it has a team of four chief campaigners. The team member of this campaign study are Ali, Vicky (Chunbin Kim), Peggy (Pei-En Kao), Ebrahim and Sanath. These are the team members of the company and are dedicated to campaign for the company. 4.0 TARGET MARKET In the campaign, the target market is the generation Y (1982 - 2000). This is the generation of the youths. They are very civilized and like using cosmetics to maintain their beauty. The main target market for The Body shop products is young ladies between 16 and 30 years of age. These are the people who are most conscious about their beauty and any change in their appearance results to anxiety. The market for Body Shop produce comprises of a huge area of youngster in addition to youthful females populated grouping. It will be distributed in many locations where they usually go for shopping or even just for hangout such as mall, beauty store and supermarket where mother do groceries. Consumer segmentation for the Body Shop is powerfully connected with psychographic variables specifically the standard of living through one of the main feature of consumers increasing levels of consciousness over social and health issues. Additionally another characteristic of beauty goods customers is that they are concerned with brands to a high degree. This is to say people prefer products which are both perceived as being healthy and which have a strong brand image linked with beauty products. It is certain that the feminine consumer cluster is mainly the significant and chief supply of consumers and that due to escalating demands ensuing from the increasing function of female in the place of work, there is an increasing order for lifestyle associated goods. A healthy lifestyle has become a key expressed principle in modern life which is linked with people becoming more concerned with the environment and social issues. The Body Shop's strong social responsibility programs in this area represent a significant advantage in targeting these customers which can be leveraged further. Looking at the target market, the company has made a wise decision to target these groups of people. This is for the reason that these groups are the one that use a lot of cosmetics. With proper campaign, the company will make a lot of sales and hence more profit. The target market is composed of the people who are most conscious about their beauty and thus high probabilities of making a lot of sales. 4.1 Advertisement and Campaign budget For the Body Shop, we should mainly use the magazines for its advertisement. This is because the magazines are able to reach the target market. It is also attracting to the reader. The budget for using magazines is given in the slides. We also looked at the advantages of radio. For one it is mobile, effective, it is quick and there is good recall. The disadvantages are that it has short exposure time, there is low attention of the listener, the target market is low and little information can be aired. The outdoor advertising like billboard, bus, and shelters were considered too. Their main advantage is that they are attractive, they cover wide area, they are colorful and creative, and the exposure is large. Their demerits are that their impact is short lived, limited market, and expensive. When television is used, it reaches a big number, they are very visual, high frequency and one can target the specific group depending on programs. The main demerit of using television is that the audience may have low recall, expensive, and the time for copy is limited. For this campaign we have used magazine and provided the budget for displaying the Body Shop products on it. The magazines we have targeted are those which are widely used by teenage girls and women. Cosmopolitan hair & beauty Shop till you drop Dolly Harper’s Bazaar 4.2 USE OF MEDIA Apart from using magazine, we wish to use television as an added means of advertisement. After scrutinizing all the other means, we concluded that television out ways the other methods of advertisement due to a number of merits. It was noted that most youth who are part of our target market, like watching certain programs in television like soaps. It is during this time that short reeks are incorporated in the programs for advertisement. We found that if Body Shop’s products are advertised when these programs are being aired, we can reach a lot of people who are our target market. The mean also allow us to use various colors that are attractive since it accommodates the aspect of creativity. We our team of advertisers who are creative, we can use our talents to make the best advert that will boost the market of the products. It is possible also to target a specific group of people. According to study done by our campaign team, different groups watch televisions at different times. If we air our adverts at the time when our target market groups are watching television, then we will attract many to buy our products. Television will also help us to use the best color, style as well as language of communication. Different people have different tastes of color, style and language. The use of television will help us combine all these aspect to come up with the best. Time of the day Prime time Non-prime time costs $1050 or more $35-$100 The cost of television commercial time is determined by two variables: 1. The sum of spectators who observe the program 2. The point in time in the course of the day when the program is aired. TV covers much large area than newspaper or even radio. AANA As in all scientific endeavors, clinical studies seek to achieve results that are unbiased by the preconceptions or preferences of investigators, staff ort study participants. The meaning of participation in clinical research studies for different racial and ethic groups, including women, has important ethical implications that also affect the scientific validity and merit of the research. 5.0 CLIENT TIME SCHEDULE 6.0 CONCLUSION With the above campaigns, the Body Shop managed to achieve its goals in the marketplace. The company was as well able to satisfy the requirements of nearly all of its customers. The comments that were sent to the campaigning team have helped the company improve the quality to even higher levels. Body Shop is now a one stop shop for all people of all gender and race. 7.0 RECOMMENDATIONS After our research, it was recommended that the company should make proper decision on the mode of advertisement to use. For the promotional activities and advertisements, the company needs to spend around BD 1200/- per month. Advertising material helps to form our image, so we have to make sure we are happy with the design, however modest the style and usage. We should use typefaces as well as logos in a reliable manner, and if it is possible to obtain the aid of an excellent designer at the beginning, this will lay down the attitude in addition to rules for convention later, which will in the long term save money and time. We must also have a perfectly satisfactory 'corporate identity'. Product reliability along with the names and characteristics linked with it take years - generations in fact - to build. Within the promotion function we ought to describe whether we inquire about creating attentiveness or generating a direct answer. Successful advertising normally demands that every one is engaged, although on a restricted financial plan we may be limited to focus on some things, so we ought to think cautiously concerning what would help most. Diverse media along with means are better matched to one or the other. ‘Direct Mail is very good at generating a direct response, as are magazine and newspaper adverts, and inserts’. Posters, TV, radio as well as press editorial are all to a great extent better at generating attentiveness in addition to building trustworthiness. Reference Felski R. and Sofoulis Z. (1996). Cultural studies: no. 3. Australian feminisms, Volume 10. Retrieved on May 27, 2010 from: http://books.google.co.ke/books?id=I035AWSQ1NwC&pg=PA430&dq=the+body+shop&lr=&client=firefox-a&cd=30#v=onepage&q=the%20body%20shop&f=false Fitzgerald L. (2004). If at First . . .: ‘How Great People Turned Setbacks Into Great Success’. Retrieved on May 27, 2010 from: http://books.google.co.ke/books?id=h6LX2ngx3xwC&pg=PA47&dq=the+body+shop&lr=&client=firefox-a&cd=27#v=onepage&q=the%20body%20shop&f=false Richards J. C., Hull J. and Proctor S. (2004). Interchange Workbook 3, Volume 3.Retrieved on May 27, 2010 from: http://books.google.co.ke/books?id=pNyUA3kA9fQC&pg=PA70&dq=the+body+shop&lr=&client=firefox-a&cd=19#v=onepage&q=the%20body%20shop&f=false Read More