SEMINAR IN BUSINESS & PUBLIC POLICY

PRES ENT ATION

CASE Presented To:

AN ALYSIS Sir Irum Khan

Presented By :
Sana Munir
Midhat Batool
COMSATS institute of Information Technology
 The business should not just be about
money, it should be about responsibility. It
should be about public good, not private
greed.“

 The Body Shop International plc is a global

manufacturer and retailer of naturally inspired,
ethically produced beauty and cosmetics
products.
 Founded in the UK in 1976 by Dame Anita
Roddick, now
 2,400 stores in 61 countries
 with a range of over 1,200 products.
FRA NCHI SIN
G
 Chris Green, friend’s Daughter
 Sole interest to sell Products
 Same deal Continued
 No Franchising Contract – Banks refuse
to lend money
Fr anchising Cont ract
Initiat ive
 Gordon developed franchising
contract
 1st Franchise outside UK.
 Company status and Growth
 Responding to needs
 Informal way
 Developing niche
Managem ent
 Strict Control
 Strong identity
MISTAKE
 Opened in Different
 3 choices of shop styles,
locations
 Company Brand colors-
dark green, dark
mahogany stain, striped
pine
 Lost distinctiveness
 Persuaded to return to
Dark green
 Franchis ing P rocess
 Interview
 5000 applicants at a time, 3 years duration
 Training
 Training school opened
 Focus on human development
and consciousness raising
 EDUCATING not training.
 INVESTEMENT not expense
 Uni ted St ates Market
 1987, US inquired about franchising
opportunities
 The trademark “the body shop” purchased for
$3,500,000
 1988 first shop was opened in New York
 First shop was success, 13 more cmpan
owned shops were opened
 Troubles after success: man product lines,
copycat rivals who discounted, low brand
recognition
MAR KE TI NG AND
ADVERTI SING
 NO Marketing and advertising Department
 Public Issue department
 Product Information Manuals
 Regular Visits By Anita
 Educating rather than
creating hype
Product s
 Products Perceived as Tired and
Lacking innovation

 Change Recognition

 Reorganizing the product range

 Created new products
 Packaging
 Designed a new store format
GL OB AL COR POR ATE
CITI ZE NSHIP
CAM PAI GN S
 Human and civil rights
 We are all in this together

 Against animal testing

 Working for the world’s wild life
 Care for the environment
QUE STI ONS FOR THE CASE
 Quest io n no. 1
What are the strengths of the body shop?

 Strong Communication
 DODGI
 Red Letter
 Committed towards employees
 Encourage staff in social campaigns
 Committed to transparency and accountability of its
performance
 Nominated for UK Marketing Hall of fame
 CSR is the main key element in Growth
 Global Expansion
 Strong ethical policies
 Qu est io n n o. 2
What was the factor to adopt FRANCHISING as a
growth Strategy?

 To Raise Capital
 To sell Naturally Made products familiar to
Consumers.
 Qu est ion No. 3
Is “The Body Shop” a good global corporate citizenship? Do
you think the image of a good global corporate citizen is just
a facade behind a hypocritical management trying to avoid
advertising expenses?
 Different Perception
 Shop is a Marketing tool
 Awareness through educating –PIM
 Marketing is Hype
 Consumers are the marketers
 Values and campaigns
 Publicity due to Social Activism
 Nominated for Marketing Hall of fame