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Analysis of The Body Shops products

Paper Type: Free Essay Subject: Marketing
Wordcount: 1355 words Published: 1st Jan 2015

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Every woman wants to be beautiful both spiritually and physically. Beautiful body has always attracted much attention and pleases your own eye, so women are trying to buy the best quality products, which will help them to achieve their goal. There are a variety of body skin care products, but only the use of body butter provides quick and qualitative results. Body butter falls into the cosmetics product category, based on a mixture of cream and natural oils, which gives skin a glow and makes it like velvet. Since the body butter used mainly by young women, because they still do not have to worry about aging and the aging of skin consequently this product attracts young women, who get to age group from 18 to 25.

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There are many companies, which manufacture the body butter, but from the whole of this great number can be identified only 4 leading brands. This is The Body Shop, Bath & Body Works, Aveda and Estee Lauder. In this list of companies, The Body shop listed first – and this is not a coincidence. The Body Shop is the main brand for the production of high quality body butter, which became famous owing to brilliant cosmetics on basis of natural ingredients.

Brand The Body Shop positions itself as a retail player and heavily focuses on the skin care segment of product categories. It is in the market more than 30 years and all this time it did not disappoint their costumers, and successfully continues to conquer new heights. The proofs of this are sales numbers, which are shown below.

From The Body Shop’s annual report (L’Oreal, 2010) we can calculate the market share of The Body Shop.

(Body Shop’s Sales/Total industry Sales) *100

We approximated the total global industry to be USD 134 billion in 2009, and their annual sales during the period were USD 602 million. Therefore using our approximation formula:

US$ 602 million/US$ 134 billion * 100 = 0.45%

Sales from The Body Shop represent approximately 0.45% of total global sales and this is really good result. This information supports The Body Shop strategy for entering into the markets to achieve growth and success.

Aims and Objectives:

• To analyze the questionnaire.

• To find out, why women prefer to use this product, and exactly this particular brand. (Market segmentation, Customer behavior)

• To determine the strengths and weaknesses of the chosen brand. (SWOT analysis, pest model)

• To analyze the competitors of the selected brand and to understand what is singling out this brand from other brands.(Marketing mix, perception map)

Research methods:

I had three sources from which I gather information. The first was web sites. The global internet network has a lot of information about body butter and about Body Shop brand. The second was a lecture notes and tutorials. At tutorials we were specifically discussing each topic, which should be included in the report, so they had been very useful material for me. Finally, the third source was the book “Foundation of Marketing” by David Jobber and John Fahy. I can say that all these sources have helped me to improve my knowledge and build my understanding. I also read a few interviews and women’s forums, where were discussed issues such as: which body butter women use, what brand, what results they have got and others.

Another source, to which I have addressed, was a questionnaire. Moreover, I am sure that the questionnaire is one of the best research methods, because it allows to work with people in real time and to estimate their reaction and behavior. To tell the truth, the questionnaire was very useful thing, because its analysis will help me to analyze a customer behavior, which is very important part of my report.

I have created the questionnaire, which contains ten questions and directed on target group from 18 to 25, because I need to explore exactly this target group. In my questionnaire were involved four young women, because my product mostly use women. The questionnaire is based on a specific product (body butter). However, there are also a couple of questions that are directed to a specific brand (The Body Shop), which is leading brand in the production of my product.

Findings:

Marketing Mix

The Body Shop Bath & Body Works Kiehl’s Beauty Control

Product Body Butter Body Butter Body Butter Body Butter

Price £12.50 £9.50 £22.50 £11.50

Promotion 1)Sales promotion

2)Public Relations

3)Trade Fairs and Exhibitions

4)Advertising

5)Sponsorship

1)Sales 2)Promotion

3)Direct Mail

4)Advertising 1)Personal Selling

2)Trade Fairs and 3)Exhibitions

1)Sales Promotion

2)Personal Selling

3)Public Relations

4)Advertising

Place 1)Internet

2)Stores 1)Internet

2)Stores 1)Internet

2)Stores 1)Internet

2)Stores

As is written on the Direct Internet Marketing & Corporate Consulting (2010) marketing mix is a term often used in marketing that stresses the mixing of a variety of factors in marketing strategies, in ways that both targeted consumers groups are reached, as well as organizational objectives are reached.

I created this table for analyzing the main competitors of The Body Shop company. It can be clearly seen that all these companies produce the same product – the body butter. However the price on this product can be very different. The lowest price for the body butter is at Bath & Body Works, but the highest price is at Kiehl’s. The price was always depends on quality, so we can make a decision, that the Kiehl’s gives a good quality products for high price. But, everyone knows that the company The Body Shop offers to its customers products of excellent quality, because, the quality of the Body Shop products was discussed, a lot of times, in press and in the internet.

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The next step in the table is promotion. Promotion is very important for every company. We can see that these four companies use different ways of promotion. For instance, The Body Shop uses for the advertisement a sponsorship, sales, public relations, TV and others. Consequently, I can say that The Body Shop has strong promotion system. Other companies use sometimes the same ways of promotion. But, for example the Kiehl’s doesn’t use the TV advertisement. This campaign focuses on personal sales and is renowned for its approach to customers. For Bath & Body Works it is typical the direct mail advertisement, which is not typically for The Body Shop.

The last column is about place, where the customers can purchase this concrete product. There are two places, where we can buy products. It is stores, shops, supermarkets, newsagents and other real places, and the Internet. The body butter of these four companies is readily available both online in the Internet and in stores. So, all companies use the same ways of the purchasing the product.

Perception Map

In helping to develop a market positioning strategy for product or service, perceptual maps or positioning maps as they are sometimes referred to, are often used to identify a positioning strategy.

Perception map helps to understand correlation of the product quality and the product price for each chosen company.

Questionnaire

1) For what purposes do you use body butter?

2) What are your choice criteria, when you buy this product?

3) How much do you usually pay for the body butter?

4) Because of what features and benefits do you chose this product?

5) What is the brand, which produces this product, would you prefer to buy?

6) Are you satisfied with product quality?

7) What was your experience after purchasing this product?

8) Is the brand important for you?

9) What features and benefits of this product attracted you?

10) Will you recommend the body butter to other women?

 

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