This document provides an analysis of The Body Shop, including their external environment, competitors, and internal strengths and weaknesses. Externally, the natural cosmetics market is growing but still small overall. Competitors range from mass market to premium brands. Internally, The Body Shop maintains its values since being acquired by L'Oreal in 2006. Their brand is seen as ethical but needs to target younger consumers and males. Recommendations include reinforcing online strategy, using mass media, expanding products, and targeting premium customers.
2. There is no scientifc answer forThere is no scientifc answer for
success,success,
You can not defne it,You can not defne it,
you just have to live it and do it.you just have to live it and do it.
Anita Roddick.Anita Roddick.
Founder of The Body ShopFounder of The Body Shop
3. External AnalysisExternal Analysis
●
Cosmetic industry : survival in the economical crisis.Cosmetic industry : survival in the economical crisis.
●
International Holdings Companies.International Holdings Companies.
●
Natural Cosmetic: 2% of the cosmetic market and growingNatural Cosmetic: 2% of the cosmetic market and growing
●
Spanish Market:Spanish Market:
●
Cosmetic: 6028 millions €Cosmetic: 6028 millions €
●
Natural Cosmetic: 350 millions €Natural Cosmetic: 350 millions €
5. PEST AnalysisPEST Analysis
Political & legal
Lack of legislationLack of legislation
No certification lawsNo certification laws
forfor
Natural – organicNatural – organic
productsproducts
6. PEST AnalysisPEST Analysis
Political & legal
Lack of legislationLack of legislation
No certification lawsNo certification laws
forfor
Natural – organicNatural – organic
productsproducts
Economical
Crisis. No creditCrisis. No credit
-5% in consumption-5% in consumption
Changes in behavior:Changes in behavior:
distribution brandsdistribution brands
7. PEST AnalysisPEST Analysis
Political & legal
Lack of legislationLack of legislation
No certification lawsNo certification laws
forfor
Natural – organicNatural – organic
productsproducts
Economical
Crisis. No creditCrisis. No credit
-5% in consumption-5% in consumption
Changes inChanges in
consumption:consumption:
distribution brandsdistribution brands
Social
Ecological boomEcological boom
Environmental impactEnvironmental impact
Self-employmentSelf-employment
New franchiseesNew franchisees
8. PEST AnalysisPEST Analysis
Political & legal
Lack of legislationLack of legislation
No certification lawsNo certification laws
forfor
Natural – organicNatural – organic
productsproducts
Economical
Crisis. No creditCrisis. No credit
-5% in consumption-5% in consumption
Changes inChanges in
consumption:consumption:
distribution brandsdistribution brands
Social
Ecological boomEcological boom
Environmental impactEnvironmental impact
Self-employmentSelf-employment
New franchiseesNew franchisees
Technological
InternetInternet
R&D in naturalR&D in natural
cosmeticcosmetic
10. PORTER Analysis
Threat of new
entrants
DifficultyDifficulty
Hight InvestementHight Investement
Advertisign &Advertisign &
promotionpromotion
Franchise as productFranchise as product
12. PORTER Analysis
Power of Suppliers
Fair Trade (RSC ofFair Trade (RSC of
The Body Shop)The Body Shop)
Product QualityProduct Quality
13. PORTER Analysis
Power of Buyers
Consumers. ReactionConsumers. Reaction
to the offerto the offer
Franchisees. NoFranchisees. No
negociation powernegociation power
14. PORTER Analysis
Substitute Products
Consumers. WideConsumers. Wide
range of possibilitiesrange of possibilities
Franchisees.Franchisees.
Brand reputation asBrand reputation as
key factorkey factor
15. PORTER Analysis Conclusions
●
Balanced power between suppliers and companyBalanced power between suppliers and company
●
Limited power of consumers and francheseesLimited power of consumers and franchesees
●
Hight investment as barrierHight investment as barrier
●
Hightly competitive industryHightly competitive industry
29. INTERNAL ANALYSIS
1976. First Store1976. First Store
in Brighton UKin Brighton UK
1984. London1984. London
Stock ExchangueStock Exchangue
1990. The Body1990. The Body
Shop FoundationShop Foundation
30. INTERNAL ANALYSIS
1976. first Store1976. first Store
in Brighton UKin Brighton UK
1984. London1984. London
Stock ExchangueStock Exchangue
1990. The Body1990. The Body
Shop FoundationShop Foundation
1994. The Body1994. The Body
Shop at homeShop at home
2006. L'oreal2006. L'oreal
GroupGroup
2008. Brand2008. Brand
RenovationRenovation
31. INTERNAL ANALYSIS
Integrated into L'Oreal holding since 2006.Integrated into L'Oreal holding since 2006.
Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
32. INTERNAL ANALYSIS
Integrated into L'Oreal holding since 2006.Integrated into L'Oreal holding since 2006.
Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
Stores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain
1087 own stores 11 onws1087 own stores 11 onws
1526 franchises 56 franchesees1526 franchises 56 franchesees
Products only available in The Body Shop StoresProducts only available in The Body Shop Stores
34. MISSION, VISION, VALUES
The mission of a company should not only be a question
of money, but also of responsability. It should be a
question of common welfare and not of private greed
Anita Roddick
35. MISSION, VISION, VALUES
The mission of a company should not only be a question
of money, but also of responsability. It should be a
question of common welfare and not of private greed
Anita Roddick
The vision of The Body Shop is to show how
ethics and social responsibilty are fully integrated in work.
Slogan “Trying to do well”
The mission of a company should not only be a question
of money, but also of responsability. It should be a
question of common welfare and not of private greed
The mission of a company should not only be a question
of money, but also of responsability. It should be a
question of common welfare and not of private greed
The mission of a company should not only be a question
of money, but also of responsability. It should be a
question of common welfare and not of private greed
52. ● Brand Values
● The Body Shop Foundation actions
● No mass media
● Guerrilla Marketing & Word of mouth
● Humanitarian Actions
● Strength of the company
COMMUNICATION STYLECOMMUNICATION STYLE
78. SWOTSWOT
Weaknesses
StoresStores
Products in matureProducts in mature
Sales restricted to storesSales restricted to stores
Young targetYoung target
Strengths
Viral MarketingViral Marketing
Community of consumerCommunity of consumer
CSRCSR
Brand LoyaltyBrand Loyalty
L'Oreal supportL'Oreal support
79. SWOTSWOT
Opportunities
Product developmentProduct development
Male targetMale target
Eco BoomEco Boom
Online StoreOnline Store
Aging populationAging population
Strengths
Viral MarketingViral Marketing
Community of consumerCommunity of consumer
CSRCSR
Brand LoyaltyBrand Loyalty
L'Oreal supportL'Oreal support
Weaknesses
StoresStores
Products in matureProducts in mature
Sales restricted to storesSales restricted to stores
Young targetYoung target
80. SWOTSWOT
Opportunities
Product developmentProduct development
Male targetMale target
Eco BoomEco Boom
Online StoreOnline Store
Aging populationAging population
Strengths
Viral MarketingViral Marketing
Community of consumerCommunity of consumer
CSRCSR
Brand LoyaltyBrand Loyalty
L'Oreal supportL'Oreal support
Weaknesses
StoresStores
Products in matureProducts in mature
Sales restricted to storesSales restricted to stores
Young targetYoung target
Threats
L'Oreal valuesL'Oreal values
CompetitorsCompetitors
SuppliersSuppliers
82. SO FAR SO GOODSO FAR SO GOOD
Recent strategy is changing the communciation of theRecent strategy is changing the communciation of the
companycompany
83. CONCLUSIONSCONCLUSIONS
Recent strategy is changing the communciation of theRecent strategy is changing the communciation of the
companycompany
RECOMMENDATIONSRECOMMENDATIONS
●
New target: Premium consumer, youngers and maleNew target: Premium consumer, youngers and male
●
Reinforce communication with franchiseesReinforce communication with franchisees
●
Use Mass MediaUse Mass Media
●
Reinforce Online StrategyReinforce Online Strategy
86. Strategy
Tactical positioningTactical positioning
Change perception ofChange perception of
the brandthe brand
Focus on Premium,Focus on Premium,
young and male targetyoung and male target
Actions by target:Actions by target:
Consumer &Consumer &
FranchiseesFranchisees
93. ON LINE COMMUNICATION
MAINTAINING
ON LINE
BRAND
REPUTATION
GENERATE
TRAFFIC
TO THE
WEBSITE
INCREASE
SOCIAL MEDIA
FOLLOWERS
IMPLEMENT
SEO & SEM
STRATEGY
MAINTAINING
ON LINE
BRAND
REPUTATION
94. ON LINE COMMUNICATION
MAINTAINING
ON LINE
BRAND
REPUTATION
GENERATE
TRAFFIC
TO THE
WEBSITE
INCREASE
SOCIAL MEDIA
FOLLOWERS
IMPLEMENT
SEO & SEM
STRATEGY
MAINTAINING
ON LINE
BRAND
REPUTATION
INCREASE
RANGE OF
ONLINE
CAMPAIGNS
96. HTML SEO
ON LINE COMMUNICATION
WEBSITE
Description
The Body Shop, la tienda de cosmética natural
Hecha de forma ética y sostenible, basada en el
comercio justo. Cosmética natural
de confianza
97. HTML SEO
ON LINE COMMUNICATION
WEBSITE
Description
The Body Shop, la tienda de cosmética natural
Hecha de forma ética y sostenible, basada en el
comercio justo. Cosmética natural
de confianza
Meta Tags
“Natural Cosmetic” - “Sustainable Beauty”
“Fair trade cosmetics” - “Natural beauty products”
“Cosmetic ethics”
...
99. NEW SECTIONS
ON LINE COMMUNICATION
WEBSITE
REINFORCE 2.0 STRATEGY
Interactivity between users and the company
100. NEW SECTIONS
ON LINE COMMUNICATION
WEBSITE
REINFORCE 2.0 STRATEGY
Interactivity between users and the company
Your Body Shop
experience
Ask
The Body Shop
101. NEW SECTIONS
ON LINE COMMUNICATION
WEBSITE
REINFORCE 2.0 STRATEGY
Interactivity between users and the company
Your Body Shop
experience
Ask
The Body Shop
REINFORCE CONECTION BETWEEN
WEBSITE AND SOCIAL MEDIA PROFILE
105. ON LINE COMMUNICATION
SOCIAL MEDIA
Promotions in
all the social
media &
sites
Ask for proposal
For
RSC
Pay with a tweet
Pay with a “like”
106. ON LINE COMMUNICATION
SOCIAL MEDIA
Promotions in
all the social
media &
sites
Ask for proposal
For
RSC
Pay with a tweet
Pay with a “like”
Community
Management
System
107. ON LINE COMMUNICATION
SOCIAL MEDIA
Promotions in
all the social
media &
sites
Ask for proposal
For
RSC
Pay with a tweet
Pay with a “like”
Community
Management
System
The Body Shop
Blog
108. ON LINE COMMUNICATION
SOCIAL MEDIA
Promotions in
all the social
media &
sites
Ask for proposal
For
RSC
Pay with a tweet
Pay with a “like”
Community
Management
System
The Body Shop
Blog
Monitoring
forums
114. ON LINE COMMUNICATION
INTERNAL TARGET
PROVIDERS
FRANCHISEES
STAFF
CORPORATE INTRANET
Virtual community
Reference site
Forums
Training
Monitoring system
121. EXTERNAL COMMUNICATION
THE STORE
“Pulse, a heartbeat in the Community”
Goal:Goal: Create an unique shopping experience, generating aCreate an unique shopping experience, generating a
greater consumer traffic in stores, both owned stores angreater consumer traffic in stores, both owned stores an
franchises. Increase by 10% turnover of establishmentsfranchises. Increase by 10% turnover of establishments
122. EXTERNAL COMMUNICATION
THE STORE
“Pulse, a heartbeat in the Community”
Modern design with an air of boutiqueModern design with an air of boutique
Unique shopping experienceUnique shopping experience
Tables with storiesTables with stories
Client flow controlledClient flow controlled
A corner to gift-wrappingA corner to gift-wrapping
Storytelling . ValuesStorytelling . Values
125. EXTERNAL COMMUNICATION
GREEN POINT
Goal: Promote the
environment respect
Of The Body Shop
Sponsorship with Madrid
City Council.
Bicycles able to use with
The fidelity card of The
Body Shop
129. EXTERNAL COMMUNICATION
METRO GOYA STATION
Impact of 200,000 people.
To get users of the station to become brand prescriptors,
and that the brand becomes part of their everyday life
Generate expectation and interaction
131. EXTERNAL COMMUNICATION
ROCK YOUR BODY
Impact of 500,000 people.
Sponsoring areas of the main parks in Madrid in order
to create an emotionalbond between brand and consumers.
133. EXTERNAL COMMUNICATION
CHARITY ACTIONS
360 strategy. Promotion on social media
and in the space “Rock Your Body” in the Retiro Park.
The aim is that the prescriptors of the brand support
the initiative following the social media profile of the
company
Donations of the users: Pay with a Tweet or a Like
For instance: Valencia fire