INTEGRATED MARKETING COMMUNICATIONS

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 Executive Summary

This report is based on Integrated Marketing Communications. The company considered for this

report is Body Shop. The company is having a proper positioning strategy for their existing

customers. They make beauty products from natural ingredients. This is the reason they target

high-class society women who are health and beauty conscious. They are ethical in business and

also follow social responsibilities towards the environment and society. The company is planning

to launch a new product on the market in Australia. The product name is Natural Hair

Pomade.This product is especially for men because pomade is used for styling the hair as it gives

shine and texture to hair. The product will be available in small boxes of 85 grams each. The cost

of the new product developed will be $18.95. A body shop will mainly be targeting male

customers in Australia. The middle-aged men will be considered because this product will be

used by them. The product will be having all the natural ingredients.There will be many health

benefits by using the product and that’s why people will be buying such products. The company

will be giving trial packs to the consumers so that they buy the product later on.There will be two

events organised for selling their natural hair pomade to the customers.They will be following a

proper execution plan for these events and also an implementation plan will be there. One of the

events will be styling competition and the other one will be related to father’s day.In this way,

Body Shop will sell its new product and gain the local market confidence. This strategy can be

applied for international markets too.

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Body Shop

Body Shop has a positioning strategy for selling its products to the existing customers (Voigt,

Buliga and Michl 2017).They mainly target those women who are health and beauty conscious.

These women should belong to higher income group or cosmopolitan customers. Their brand

values are community fair trade support and human rights defence. They are strictly against

animal testing. They were the first ones to run campaigns for the anti-animal test. All their

products are made with natural ingredients. The positioning statement is “Ethical Business with

great Social Responsibility”. They follow such a positioning strategy because these days’ people

search for natural beauty products. Everyone wants to keep their environment clean and green.

They follow ethics and also are responsible for society.

Develop a new product

Body Shop is a huge brand name all over the world. It is quite famous for its natural beauty

products among men and women. The company is developing a new product named as All

Natural Hair Pomade. This is a product is especially for men. Hair Pomade is for styling and it

gives a natural shine to the hair. It has a slick appearance and can be removed completely by the

washing of hair. However, the hair pomade that Body Shop is going to introduce will have all the

natural ingredients. This will not create a problem for their customers. The ingredients in the

product will be beeswax, honey, coconut oil, rosemary essential oils and mint. The box will be

containing 85 grams of hair pomade. The price of the product will be $18.95.

Body Shop will be targeting the male audience in Australia. This is because this product will be

mainly developed for male. Women cannot style their hair using hair pomade. The main target

will be male starting from 17 years of age up to the middle age men. This is because pomade is

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used for styling the hair and old aged men won’t be using such products. The above-taken age

will be using the product maximum. The product will be attractive to the target audience due to

many reasons. The product contains natural ingredients that are healthier for scalps. Hair loss can

be reduced and the circulation can be strengthened. This is an anti-inflammatory product and the

growth of the nerve can be done through this hair pomade. The premature greying and dandruff

can be avoided by the rosemary essential oil in the pomade. This product is beneficial for

sensitive and dry hair scalp. These days everyone is health conscious and hence a number of

male customers will be attracted. To improve the condition of hair and scalp men do look for

such products in the market.

Body Shop will be attracting the male customers for trying their new product (Chun 2016). They

will be giving a hair styling service to male. A special hair show will be set up for the males in

Australia. They will be asked to try out the natural hair pomade by Body Shop. The company

will attract females and provide them with some discount if they come with a male person.To

gain the confidence of customers a sample tube of 10 grams will be given for trial. The new

natural hair product will also be sold in combo packs.

Creative strategy

Body Shop is making a creative strategy for the market of Australia (Hamschmidt 2017). With

marketing and social media strategies, the company will try gaining the confidence of customers.

Body Shop is organizing a two-day event at the Melbourne Central Clock Tower. The days are

18th and 19th of May and the event will start at 11 am in the morning. The company is having

great ideas for these two days and they will try to make this event successful. On one of the days,

there will be a hair show event. This is a 3 hours event which will take place on the 18th of May

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2019, Saturday. This is styling and modelling hair competition. The company will be providing

special gifts to the winners of this competition. This will be an interesting competition and the

models will be given body shop products and natural hair pomade for styling their hair. There

will be models and stylists. In total there will be three stylists and six male models. The model’s

hair will be washed by stylists using the Body Shop products. The models will be walking on the

stage (catwalk) presenting the new product to the audience. The next day will be the Father’s

Day celebration. This will be on 19th May 2019, Sunday. Here the children will be participating

in styling on stage and Do It Yourself. There will be a list of ingredients available on stage and

kids will DIY with their fathers. Kids get to make DIY ingredients and they also get to style their

father’s hair.

The execution process of such plans or events is not so simple. Body Shop needs to gather

people in order to execute their creative ideas (Isaak 2016). The company will be distributing

flyers. They will contact the loyal customers to give an idea about the new product they will be

launching. The company will be requesting these customers for attending the hair show events

and also confirm their participation for Father’s Day event. The list of customers will be

confirmed from the existing. They will also be taking help from social media. The event will be

having influencers from YouTube and Instagram. Body Shop will be giving goodie bags to the

first 25 people for signing up for the events.

The plans need proper implementation so that the new product becomes successful. The

company will be taking major steps for making their product popular among the people in

Australia. There will be a media plan for a month before the start of the event. The company will

be hiring event organizers and a host. All the venue setting, lighting and stage will be done by

them. The event will mainly take place at the Melbourne Clock Tower because it's quite famous

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and centrally located. The events will be for two days and will start at 11 am and be over by 3

pm. This will not make people feel bored. These steps will be creating a huge impact on the

people and this will encourage them to buy the products.

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Reference List

Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop

case. Business & Society, 55(4), pp.528-549.

Hamschmidt, J., 2017. Case studies in sustainability management and strategy: The Oikos

collection. Routledge.

Isaak, R., 2016. The making of the ecopreneur. In Making Ecopreneurs (pp. 63-78). Routledge.

Voigt, K.I., Buliga, O. and Michl, K., 2017. Pure Beauty: The Case of The Body Shop.

In Business Model Pioneers (pp. 25-39). Springer, Cham.

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Appendices

Appendix 1: Moodboard

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Appendix 2: Product

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Appendix 3: Marketing Strategy: Poster in store

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Appendix 4: Event poster for Hair Show

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Appendix 5: Hair Show Schedule

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Appendix 6: Event poster for Father’s Day

Father’s Day Schedule

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Appendix 7: Flyer and Promotional distribution

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Appendix 8: Social Media Strategy

Facebook Cover Page

Instagram post

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