Marketing analysis of the brand Body Shop

1. The Body
Shop
Marketing analysis

2. I - Brand overview in Korea
II - Target segment
selection and description
III - Value curve for Body
Shop and two competitors
IV- Brand platform

3. Brand overview in Korea
 Established in Korea since 1997
 Beauty with heart
 Fairtrade & natural beauty
products
 Franchise System
 62,156 Facebook fans/twitter
 >150 stores
 Stores in 40 cities of Korea
 More than 50 in Seoul
 1.4 billion global sales
Body Shop turnover : 50 bilion
wons
Asia : strongest
growing market
(+6.7%)
The Body Shop
established in 1976
Parent company
L`Oréal (since 2006)

4. Brand overview in Korea
The 5 Body Shop core values
→Against animal testing
→Community fair trade
→Self esteem
→Human rights
→The planet

5. High
Body Shop market segmentation
Health/appearence
Impact
Low
Price range
Quality/effectivene
s
Brand awareness
Social aspects
(trendy, fair trade
etc.)
Economic aspects
(biodegradable,
protect nature etc.)
Female costumer
age 20
Female costumer
age 40

6. Target segment description
• Mainly skincare
products
• Environment
friendly
• Natural-based
products
• High brand
value
• Mid-range price
segment

7. Competitors
Natural Republic
Etude House
•Korean cosmetic
company
•Natural ingredients
•Best selling brand
•Reflect the dream

8. Value curve

9. Brand Platform
Customer Value
Beauty with heart
proposition
Emotional
POD (Point of difference)
Benefit
POD/POP
Functional
POP (Point of parity)
•Protecting planet
•Looking good and feeling good
•Expressing Environmental awareness
•Being hygienic
•Engaging in social and environment
•Ethical image
•Anti-animal testing
•Quality
•Cosmetic for men
•Natural Product
•Nourishing
•Skin Protection
•Moisturizing
•Recovery
•Covering
•Beauty & healthy skin
•Natural ingredient (note)
•Cosmetic for women
RTB
The Body Shop Foundation , Charity programs, Ethical campaigns ,Several
awards , Against animal testing, Defend human rights, Protect our planet,
Support community trade, Wide global presence
Personality
Eco-friendly, Ethical, Generous, Environmentally-responsible, Organic, Feel
welcome , Clean and well organized
Identification
Element
Plant-like symbol, Use natural colors, Cozy and natural looking shop layout,
Nature-friendly packaging, Natural odor

10. I – Current Marketing Mix
II - From – To Analysis
III – Desired Marketing Mix

12. •
Nature-based
•
Sustainable cosmetics (mainly lotion & scrubs)
•
For the consumer who likes to take care of
themselves
•
Can be recycled

13. • Medium - upper medium price range
• Comparable to the competitors
• Terms of payment

14. • The company is against promotion
• No business by promoting
• Social média
• Website

15. • International location
• B2C related
• Run on a franchising basis
• Brand Stores in highly
popular shopping districts

16.  « I think natural
ingredients are
less effective »
 Missing trust in
product
effectiveness
 « Bodyshop
products are
protecting the
environment »
 « I prefer natural
over chemical
products »
 Believe in
natural
ingredients

17.  Increase the target customer’s perceived value
for protecting the environment and the strength
of natural ingredients
 Issue a marketing campaign with celebrities who
stand for natural beauty
 Emphasize the importance of saving the
planet
 Improve the trust in natural products

18.  « The price is
too high for
me »
 More
expensive
than Korean
brand
 « Body shop
product are
good value
for money »
 Brand high
value

19.  Use of coupon system to make
products cheaper
 Launch promotional campaigns
 Give more test samples to compensate
for the high prices and show the good
quality of the products.

20.  « I don’t really
know the
brand »
Very few
Advertisement
No
connection
with Korea
 «International
well known
brand »
 Invest and
active brand
 Eco-friendly

21.  Relatively small make up product portfolio >
use Korean stars for advertising to increase
effect and give the brand Korean appeal
 Establish a friend referral program : use
“Kakao talk” as platform so that friends can
send “free trial vouchers”

22.  « The shop
doesn’t look
like trendy »
 not
appealing
 « The Body
Shop look
fashionable »
 Inviting

23.  Change the design of the stores
 not too strictly
 More trendy
 Use some real plants as a facade