Question

- Stannah

You will need to present the following information as part of a 15 minute group presentation.

1. Background information on the company you chose as it relates to their marketing strategy

2. The three personas you have created

3. What evidence you have to support your decision regarding these personas

4. How would you advise that your company target these personas?

Each section should refer to relevant academic theory and models that apply to your situation.

Answer 1

Background information on the company:

The Body Shop:

Established since 40 years, a change making organization. It has over 3,000 stores in 66 countries and employ over 22,000 people and is 100% vegetarian and always firmly against animal testing. It sells a range of naturally- inspired beauty products- body/ hair/ skin/ make up/ fragrance- Oils/ lotions/ creams/ soaps/ shampoos/ body wash/ eye care

Personas:

• consumers whose sense of environmental and social responsibility (LOHAS category)
• Educated professionals and business men (Urban/ Tier-1/2 city residents- mid to high income only, age 25-60)
• Trendy, still Cost Sensitive with focus on product utility

Evidence:

Young individuals with higher educational levels generally enjoy access to more information, display greater concern, act more frequently in favour of the environment.

Even income, generally relates with environmental sensitivity with a common justification that individuals with a higher income level can more conveniently bear the increase in the costs associated with supporting green causes/ activities/ events and buying different kinds of green products in day-to-day life.

Also, individuals who are more involved in community and/or socially responsible activities (personal or official) and are in company of such people (called Reference groups) may display a more pro-environmental behaviour.

Advise to the company:

Follow on below points and tactics very strategically-

• Identify which markets to serve and which products to offer

• Determine the right target market segment based on Segment Size, Segment growth, Profitability, Current and potential Competition. Focus on LOHAS customers (Lifestyles of Health and Sustainability), a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice

• Establish 5 Ps/ 7Ps of marketing and work on it with efficacy. Use Eco-labelling on products which enables to identify a green product from a traditional product. It will also reinforce the existing brand image of company

• Listen to Voice of customer. If required should also implement the House of Quality to meet customers' expectations, improve market share and achieve longer term profitability

• Product Differentiation- Focus to build a strong competitive advantage in alignment with Corporate or Business Strategy of the organization

• Choose which type of marketing strategy to be followed (depending on the segment and products offered)- Undifferentiated/ Differentiated/ Focussed.

• Adherence to quality standards in product development is a must, throughout the Product lifecycle

• Define Utility of the product and work on utility drivers- Product, Service, Personnel and Brand Image

• Simultaneously input costs should be minimized with optimum capacity utilization in parallel

• Distribution Channels- Establish appropriate channel partners, wholesalers, retailers, consultants etc. to ensure the availability of the product to the right customer, at the right place, and at the right time.

• Establish a feedback mechanism- Receive feedback from customers, channel partners and suppliers about your product/ service, so as to improve the entire mechanism