Question

The Body Shop International Limited is a British skin care, perfume, and cosmetic company. It operates in the cosmetic industry retailing and producing ethically-made natural beauty products. It offers body care and bath products such as body cleansers, body scrubs, moisturizers, lip care, and fragrance. The company is headquartered at Croydon, London, and operates in about 66 nations through concessions, online shops, and stores. According to Mintel (2018), the Body Shop has over 2,500 stores globally.

In 2017, it recorded €1.5 billion in sales with an operating profit of -38.2% (€34 million). The brand was experiencing some difficulties under the ownership of L’Oréal. Before 2016, the company was recording about 4.9% year-on-year decline in total sales and for that reason, it was sold to Natural Cosmetics (Mintel, 2018). To increase its market share, the company started opening concessions stores (store within stores) in Spain’s El Corte Ingles store chains. Lately, the Body Shop launched the Makeup Brushes, their new bamboo brushes which are vegan, cruelty free.

Identify and discuss the marketing orientation/concept that the body shop adopts. Explain your answer. (20 points)

Answer 1

Here the company adopted various measures in surviving in market. This company were adopted a consumer oriented market strategy. Firstly they started with the body care products like bath products, skincare products etc and they delivered their product and services to the maximum people through onlone channels, retail stores.

A marketing oriented companies are most vibrant, communicatives and actively seeks what customers want or identifyimg their needs and delivering those products specially designed for the customers.The company always ensures s that the demand for product is in the market.

Marketing strategy is the systematic process of planning, implementation and monitoring one companies marketing activities in order to deliver products and services according to the organisational objectives.

Marketing involves creation of value for customers. It is a three stage process which includes

1. Identifying of market needs.
2. Satisfying those needs.
3. Keeping the customers as loyal customers.

This body shop could successful in the market. The company embraces the Social Marketing Orientation where it emphasized the need to embrace the business models which brings maximum benefits to the society.  

The body shop created a Niche market for itself. It produced products in adherence to the ethical values in their marketing an corporate strategies.

They had a wide distribution network and it also has an strong online retail outlet where the compnay could earn growing number of online customers.  

The Opening of concession stores helped them to increase the marketshare and recover the loss incurred before the year 2016.

The Makeup Brushes, their new bamboo brushes which are vegan, cruelty free which are launched by company to their customers increased.Because they produced products in accordance with the customer needs and wants.

They always ready to bring innovation. To perform well in the market it must satisfy the customer needs it should produce by concerning their health and body.Because the body products have a direct impact on the skin so it is the duty of the producer to avoid the adverse effects other wise the customers may shift to other brands.

Strong supply chain management. Because of the strong supply chain management company could deliver the products and deliver maximum values to the customers.