Promotional Strategies Affecting the Firms Overall Sales at the Body Shop

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

Table of Contents

ACKNOWLEDGEMENT1

DECLARATION2

CHAPTER 1: INTRODUCTION5

Background of the Research Study5

Aims and Objectives of the Research Study6

Problem Statement6

Significance of the Research Study7

Research Questions7

CHAPTER 2: LITERATURE REVIEW9

Theoretical Framework9

Marketing strategy9

Main elements of Marketing10

Body Shop and Its Strategies12

Product13

Price14

Promotion15

Organizational Environment for Companies16

Past Studies on Marketing Strategies16

Achieving Maximum Profit19

Marketing Strategy for Competitive Advantage20

CHAPTER 3: METHODOLOGY23

Research Methodology23

Research design24

Rationale for a Qualitative Study26

Reliability/Dependability28

Validity28

Limitations of the Research study29

REFERENCES30

CHAPTER 1: INTRODUCTION

Background of the Research Study

The research study is based on the promotional strategies at the body shop that affect the overall sales of the firm. The promotional strategies are of great importance for the enhancement of the sales of the products. The companies that are earning large revenues are the ones that have excellent promotional strategies focussed on the customers and their likes and dislikes. The promotional strategies can be targeted on more than one thing. It can either be cost centred, customer centred or the product centred. The promotional strategy of the company is the market planning of the organization that it designs for enhancing its business revenues by adopting different techniques. The promotional strategy is the part of the company's marketing plan in order to attract the customers and make them able to earn higher revenues (Okumus, 2001, Pp. 183)

The company is the manufacturer of naturally inspired products and environmental friendly products. The products introduced by the company have been inspiring the customers to buy the vast range of products that is related with the body care of males and females. The products are made of the natural elements while packing it up in the sizeable containers that can be refilled again. The products of the body shop are very easy to use and contain all kinds of direction on their bottles so that the customers can look for the expiry date and other directions for using the product (Cavaye, 2000, pp. 227)

Similarly, the staff members at the body shop are also very welcoming and provide all the information to the customers regarding the products they are selling. The customers get an honest and reasonable answer from the staff members if they inquire anything new about the products.

Aims and Objectives of the Research Study

The aims and objectives of the research study are:

To analyse the promotional strategies at the body shop that affects the overall sales of the firm.

To analyse the marketing and other promotional strategies that can be helpful for increasing the sales of the firm

To investigate the characteristics of ...