The Body Shop



The Body Shop

Introduction

The Body Shop was started back in the year 1976. From the inception of the very first shop, the largest cosmetic business experienced rapid growth. This growth was as high as 50%. The company was listed on the London Stock Exchange in the year 1984, and pet named the company shares 'The shares that defy gravity'. The company is the pioneer of the now fashionable concept of green marketing and green production. The organization wants to be the brand of choice when it comes to cosmetics all over the world. The paper discusses the brand image of the company, the product offerings, level of brand loyalty, the brand extensions in the pipe line as well as target market for the chosen brand vitamin E hand & nail cream. (Gronroos 2011, p. 44-48)

Company

The Body Shop is a growth oriented company. The growth objective for this company is to become the number one brand in whatever market it enters with more than 50% of the profits and revenues while remaining ecologically sustainable at the same time. To begin with, after its success in the UK, the company wants to become the brand of choice in the United States of America. The Body Shop International plc is an international brand for cosmetics that is offering range of products for its customers. These products are of high quality and make the consumer to use them for long period of time. The Body Shop has been successful in retaining its customers by introducing different products in the market. Similarly, there are number of products that are not only focused on the females but also for the males and older people. The major products and services offered by the company are as follows: Candles, Refills and Diffusers, Sprays for different purposes etc. However, the make-up cosmetics are the major products that are manufactured by the company. The products of the company are highly appreciated by the customers and are valued by them. The brand under which the products and services of the company are sold to the consumers is The Body Shop. (Hunger 2012 , p. 25-38)

The company that is famous in all over the world has now been overtaken by the other giant cosmetic company L'Oreal. The Body shop has made its place in the cosmetic industry of the United Kingdom by providing quality products to its customers. The company is producing fashion accessories and toilet products under its famous brand and is operating in more than 60 countries with 2,500 stores operating in these countries at different places. The company has been operating in Asia- Pacific, Middle East, Europe Africa and different regions of the United States. However, the head quarter of the company is operating in the United Kingdom. The Body Shop International Plc is a public company and is obliged to publish the financial data of the company on yearly basis.

Major Products and Services

The Body Shop is an international UK based company that offers range of high ...