'The Body Shop'



'The Body Shop'

Question 1

'The 'The Body Shop'' started in the year 1976, which started from the inception of having the largest cosmetic store which experienced the rapid growth ever in this industry. The growth recorded on the scales as high as 50%, and thus, the company got listed in the London Stock exchange in the year 1984. The company was first to use their products as eco friendly, and pioneered in the green marketing as well as in green production, making the products as environmental friendly. 'The 'The Body Shop'' wanted to be in the top of mind of the customer, and aimed to be the choice of the customer, when they think of any beauty product they remember only 'The Body Shop' (Bodet, 2008).

'The Body Shop' is the one stop shop, where they have their unique brand image in the cosmetic industry; they have environment friendly products. They do not have animal testing, which they have included in their marketing strategy as well, and have very strict policy against the animal testing. Anyone would love to shop from 'The Body Shop', as their products are herbal and safe to use as well. The company not only markets products that are eco-friendly but also promotes the same by asking for its suppliers to employ the same philosophy. The company itself is very anxious and active in the corporate social responsibility, where they have the firm believes on the notion that they wanted to give back to the community, to which they belongs. Same is the thing where 'The Body Shop' wanted to attract new customer towards their stores, and they wanted to raise the awareness about their love towards the human wellbeing, and the love towards nature. This is the overall affection and passion of 'The Body Shop' that the customers are more attracted towards 'The Body Shop' (Gronroos, 2008).

Question 2

SWOT Analysis

Following are some of the points which have been gathered as a result of the strengths, Weaknesses, Threats and Opportunities of the company.

Strengths

Brand Loyalty: This has been gagged by the help of the consumers who have their strong recall, and reputation in terms of their eco products. This is also one of the factors which cause sales.

L'Oreal's support: due to its subsidiary, it has a strong back

Niche marketing: they have a particular target marker, as they are not testing on animals, and thus this appealed more ...