THE BODY SHOP Presentation

Outline
The brand The case about Issues Recommendations Discuss questions

The brand
Founded in 1976 by Anita Roddick
Cosmetics shop

2 400 stores in 61 countries

Bought by lOreal

CASE ABOUT
Brand values : Against animal testing Defend human rights Protect our planet Support community trade

The body shop Nature Responsibility Fair trade

Shea body butter Moisturizing cream

Target group
Women

From 20 to 40 years old

Working Taking care of herself

Aware of economical and social aspects

Consumer insight
Eco investment
Biodegradable Waste limitation Protect water resources

Motivation for choosing this product

A trendy brand The best ingredient for moisturizing Fair trade with a women association in Ghana Helps education

Product
Shea body butter

One of best seller of Body shop

PLC : maturity Purchase decision category : emotion and high involvement

Product category: skin care

The product

Shea body butter

Positioning
The Body Shop LOral Olay & Nivea

Product line

Mainly skincare

Broad

Focus on skincare

Market position

Environment friendly Natural-based and brand value Mid range

Leader

Major competitor in skin & body care market Low price and product innovation Mid low

Competitive advantage Price range

Very experienced global brand Slightly lower than the Body Shop

Persona
Louise 22 years old Single

Studies Law
Hobbies: tennis, yoga and cinema Student job: babysitting Values: fighting for human rights (womens condition for example), recycling

Persona
Reasons for buying a sustainable product - Taking care of herself - Buying a trendy but not to expensive product - Engaging herself in a social and environmental cause Knowledge: Advertisements, salesperson advice

Attitude towards sustainable innovations: Word of mouth

Decision: It corresponds to her values Media behaviour: Likes the Facebook page, talks about it on a forum, twitts about her body butter

Persona
e product - Taking care of herself - Buying a trendy but not to expensive product - Engaging herself in a social and environmental cause Knowledge: Advertisements, salesperson advice

Attitude towards sustainable innovations: Word of mouth

Decision: It corresponds to her values Media behaviour: Likes the Facebook page, talks about it on a forum, twitts about her body butter

Persona
Reasons for buying a sustainable product - Taking care of herself - Buying a trendy but not to expensive product - Engaging herself in a social and environmental cause Knowledge: Advertisements, salesperson advice

Attitude towards sustainable innovations: Word of mouth

Decision: It corresponds to her values Media behaviour: Likes the Facebook page, talks about it on a forum, twitts about her body butter

LOREAL ETHICS
AS A BUSINESS 1. Product Safety And Quality 2. Accuracy In Financial & Business Records 3. Use Of Company Resources 4. Confidential Information 5. Representing the company 6. Gifts And Entertainment 7. Bribery And Facilitation Payments

LOREAL ETHICS
AS AN EMPLOYER 1. Health, Safety & Security 2. Diversity 3. Harassment & Bullying 4. Sexual Harassment 5. Privacy 6. Conflicts of Interest

LOREAL ETHICS
AS A RESPONSIBLE CORPORATE CITIZEN 1. Political Activities 2. Contribution To The Community 3. Environmental Stewardship

LOREAL ETHICS
ADDITIONAL RESOURCES FOR MANAGERS 1. The Managers Role 2. Advertising And Marketing 3. Insider Trading 4. Supplier Selection And fair Treatment of Suppliers 5. Fair Competition 6. Tax

THE BODY SHOP ETHICS

Against Animal Testing Support Community Fair Trade Activate Self Esteeem Defend Human Rights Protect The Planet

 Animal welfare groups Nature Watch and Uncaged called for a boycott Chains buzz rating and general impression suffered significantly Brand damage of The Body Shop was linked to its connection with Loreal The Body Shop Received a rating of 2.5 out of 20 on the Ethical Consumers ethic score system.

CHALLENGES FACED BY BODY SHOP WHEN PURCHASED BY LOREAL

Goals and objectives

Create a marketing department which will:
Develops the visibility of the brand Communicates about the non animal testing policy Refreshes the image of the brand to:
Wider the target : men/young men/ mature women

Reinforce environmental policies by :

Working only with eco-friendly suppliers Obtaining environmental certification

Recommendations
2009 : new range of products Natures way to beautiful Keep their identity even if they were bought by LOreal in 2006 Strong values Community trade program Communicate about ecological and ethical arguments

Recommendations
shops in order to make them younger more attracting

Reinvent the design of products and

Make forget to people LOral New positioning: Haut de gamme brand with average price

Social media marketing

Twitter : 20982 followers Facebook : 455 000 followers Dozens of forums Hundreds of videos on Youtube Articles on wikipedia Commercial mails

Marketing mix
Product Price Place Promotion

Shea body butter Made of oil and organic sugar Organically grown body product Short durability Relatively low price

15 Medium price Affordable product

B2C related Direct target: consumers Mix between intensive and selective distribution Shops are run on a franchising basis

Against promotion Own website Products are organically grown The Body Shop is against animal testing

Thank you for your attention

Question And Answers.

In your own experience think of an example of a corporation that you felt has been hypocritical in terms of its ethical or CSR stance. What is your reaction to the company's actions ? Would you consider boycotting the products of a company that you felt had acted in a socially irresponsible way? How about one you felt had acted in a hypocritical way?

Mosantos CSR Initiative

Rise in population has increased demand for valuable resources Mosanto is working for a better tomorrow by putting the right tools in the hands of farmers today By equipping growers with better seeds, we can help protect our natural resources, fight hunger, improve nutrition and provide economic benefits to everyone involved in an improved system of agriculture.

Mosanto is hypocritical in its CSR stance

Controversy of 1984 American Vietnam War Primary business Genetic Modification & Genetic Engineering Its involved in different lawsuits 1. 90 Texas farmers alleged that Monsanto failed to warn them about a defect in its Genetically Modified cotton product, resulting in widespread crop loss.

Mosanto is hypocritical in its CSR stance

1. Monsantos most obvious controversy is the Genetically Modified hot button. 2. They knew about the PCB toxicity for decades

Boycotting Of Mosantos products

If Monsanto hid what it knew about its toxic pollution for decades, what is the company hiding from the public now? This question seems particularly important to us as this powerful company asks the world to trust it with a worldwide, high-stakes gamble with the environmental and human health consequences of its genetically modified foods.

Question And Answers.

Read the essay titled Body Shop Animal Testing Policy Alleged. Then compare it with the same issue http://www.uk.thebodyshop .com/web/tbsuk/values_aat. jsp. Which of the two accounts do you believe? Does the body shop stance on this issue matter?