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Body Shop Entering Tier 2 city( India)
- 2. "The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed."
- 3. Dame Anita Roddick Human Rights Activist Founder of The Body Shop ABOUT THE BRAND Headquarters in Littlehampton, West Sussex, England Founded in 1976 by Anita Roddick 2,400 stores in 61 countries 2nd Largest cosmetic franchise in the world Now part of the L'Oréal corporate group The brand also supports anti Animal Testing laws and Community Trade
- 4. THE PARENT COMPANY The Body Shop is now a part of the L'Oréal family. Founded by Eugène Schueller in 1909 Now the number 1 cosmetic group in the world. In 2006, The Body Shop was purchased by L'Oreal. authentic advocate and supporter of the values at Body Shop.
- 5. OBJECTIVES To conduct an in- depth study of the brand THE BODY SHOP & it’s current locations and the tier 2 city AGRA. To study the marketing mix of the brand with respect to Product, Price, Place & Promotion. To conduct a SWOT and a PEST analysis on the brand in the existing locations. To study the various competitors of the brand in the Indian Market.
- 7. CORE VALUES Against animal testing Supporting community trade Activating self esteem Defending human rights Protecting our planet
- 8. PRODUCT CATEGORY & PRICE RANGE BATH AND BODY CARE Price Range Rs.175 – Rs.1795 SKIN CARE Price Range Rs.295 – Rs.2695 HAIR CARE Price Range Rs.650 – Rs.1095
- 9. MAKE UP Price Range Rs.600 – Rs.2295 FRAGRANCE Price Range Rs.375 – Rs.2095 MENS Price Range Rs.195 – Rs.1895 ACCESSORIES Price Range Rs.175 – Rs.1595
- 10. LOCATION 127 stores spread across 19 states.
- 11. THE BODY SHOP PROMOTIONS “Love Your Body” Loyalty Card 10% off on all MRP purchases. Exclusive offers and promotions.
- 13. ON-GOING CAMPAIGNS AT THE BODY SHOP
- 14. PROMOTIONAL TOOLS PROMOTIONAL METHODS PUBLIC RELATIONS DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING SOCIAL MEDIA PRINT ELECTRONIC OUTDOOR DIGITAL INTEGRATED MARKETING COMMUNICATION
- 16. SWOT Analysis STRENGTH WEAKNESS OPPORTUNITY THREAT Sale volume restricted by limited number of outlets. • products are in declining stage • Problem in franchisee system • High operating cost • Increasing awareness for eco-friendly products • Growth in men’s skin care products • Increasing - online buyers • Ban of sale & marketing of animal tested products in European Union • Increasing -independent working women • Increasing purchasing power of consumers. • Strong competition • Environmental management system is not certified to an official standard. • Brand comparison- L'Oreal products are considered unethical that may be harmful for their reputation • Economic downturn can hamper sales • High Brand Loyalty, Good Quality Product and Services • National Capital Region, Cosmopolitan city • Brand( Name, Image, Ethics, Values, Natural ingredients) • L’Oreal advertisements and marketing helps in increasing sales
- 17. Pest analysis of the brand POLITICAL ECONOMICAL • One of Largest Democracy • Business environment affected by multivariate political factors • Well developed-taxation system • 51% FDI-multi brand retail • E-commerce restricted for FDI • 30% sourcing from India for Foreign brands • Stable economy since Indian reform poilicies • GDP growth rate 5% (2014) • Delhi largest commercial center • Several industries have evolved (BPO, IT) • Multi lateral agreement in trade • Market economic policy spreading
- 18. SOCIAL TECHNOLOGICAL • Improving standard of living • More westernization • Willingness to spend • High level of education in Delhi/NCR • Increased product quality consciousness • Changing demographics Literacy rate of Agra in 2011 - 71.58 • E-commerce sector – unprecedented growth • Foreign brand can offer partnership to sell the products • High connectivity , ensures good communication • Improve in R&D • Increase in amount of internet users • Plastic money(credit cards) boosted growth
- 19. TARGET CONSUMER (DELHI) Beauty and health conscious From 19 to 40 years old Working Social Elite class Aware of economical and social aspects Cosmopolitan Customers
- 20. The Body Shop has already expanded into various tier 2 & tier 3 cities leaving out Agra where there are lot of potential customers • aims at the Indian mass consumer • does not intend to be a super-premium brand. • constantly lowering their product prices • PLAN - introduce the brand in the Indian tier 2 city, Agra & position it as a daily use / daily care product. WHY AGRA?
- 21. INDIAN CONSUMER CLASSIFICATION (MCKINSEY) DESCRIPTION Globals super-rich elite Strivers middle class Seekers middle class Aspirers Lower middle class Deprived Underprivileged or poor Increased disposable income Purchasing power has doubled over 2 decades Shifting from Aspirers to Strivers
- 22. LOCATION CLASSIFICATION DELHI THINKER Mature &satisfied people who value order, knowledge, and responsibility. EXPERIENCER young, enthusiastic, and impulsive AGRA BELIEVER conservative, conventional people with concrete beliefs THINKER Mature &satisfied people who value order, knowledge, and responsibility.
- 23. PROPOSED PRODUCT CATEGORY & PRICE RANGE BATH AND BODY CARE Price Range Rs.175 – Rs.1795 SKIN CARE Price Range Rs.295 – Rs.2695 HAIR CARE Price Range Rs.650 – Rs.1095 25% 12%15%
- 24. MAKE UP Price Range Rs.600 – Rs.2295 FRAGRANCE Price Range Rs.375 – Rs.2095 MENS Price Range Rs.195 – Rs.1895 ACCESSORIES Price Range Rs.175 – Rs.1595 12% 15% 18% 6%
- 25. PLACE
- 26. TRADE AREA ANALYSIS PRIMARY AREAS Pratap Pura Naulakha Katlupur Sultapura Agra Cantt SECONDARY AREAS Arjun Nagar Idgah Colony Shahganj Rasulpur Baluganj TERTIARY AREAS Gopal Pura Civil Lines Transport Nagar Dhandhupura Trans Yamuna Colony TERTIARY TRADING AREA Location Sadar Bazar, Agra Date of opening June 6, 2015 Location type High Street Unique Positioning of the High Street most visited & famous shopping street Footfall 40-50 (weekdays) & 80- 100(weekend) Total built up area of our store 900 sq.ft No. Of Stores 55
- 27. Accessibility Easily accessible and well connected Visibility Signage can be seen from the main traffic flow Parking parking space – approx. 300 cars of which 50 cars can be Parked in front of the store
- 33. UK Generation of Idea UK Sampling ENGLAND Sourcing GURGAON, INDIA Warehouse By Road 6-8 hrs JAIPUR, INDIA By Air Clearance-3-4ays UK Manufacturing AGRA, INDIA In store By Road 3-4 hrs SUPPLY CHAIN/ DISTRIBUTION CHANNEL
- 34. Process Time Taken Generating The Idea May –June 1 month Planning July 1 month Selection Proto Final August 1month September 1 week Placing Final Order October- November 1 month Pre-Production Date November- December 1 month TIME AND ACTION CALENDER Accumulation of Sourced Raw materials December – January 1 month Production Date January – February 1 month Delivery Date March 2nd week Warehouse May 1st week In store May 3rd Week Launches on June 6
- 35. COMPETITOR ANALYSIS IN AGRA 4Ps FABINDIA BODY SHOP PRODUCT PRICE PLACE PROMOTION offers assortment- grocery & skincare products as well as apparels. very less variety in personal care/skin care products extremely low from Rs.95- Rs.1190 No discount or sale on its products Sanjay Place minimal only print ads during promotions. offers great deal of products for men & women both The variety it offers is commendable. Averagely priced from Rs.175- Rs.2695 offers discount and sales on its products Sadar Bazar Has a promotional strategy
- 36. PROMOTIONAL TOOLS PROMOTIONAL METHODS PUBLIC RELATIONS DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING SOCIAL MEDIA PRINT ELECTRONIC OUTDOOR DIGITAL PROPOSED IMC
- 37. TARGET CONSUMER (AGRA) 18-35 Working/Student/Homemaker High Disposable income Emerging from being conservative and conventional to people who value order and knowledge
- 38. SWOT Analysis STRENGTH WEAKNESS OPPORTUNITY THREAT • Lack of advertising • Slightly hesitant and reserved customer base • Sales restricted to stores • Lack of consumer awareness • Non existent in Agra • Untapped potential customer • Major tourist location • Growth in men’s skin care products. • Increasing online buyers. • There is no direct competition for the brand • Resistance towards buying a new brand • Highly diversified markets. • Economic downturn can hamper sales • Leading player in niche market • Brand( Name, Image, Ethics, Values, Natural ingredients) • 81% literacy rate • High disposable income • Aims to enhance its image in local market
- 39. CONCLUSION All analysis and observations POSITIVE We’re Game For LAUNCHING THE BODY SHOP IN AGRA