The Body Shop- Know Your Mind,

Love Your Body!

 We Are:

Student Names Roll Nos.

Abhilash Varghese 1
Aditya Rajagopalan 3
Akshaya Iyer 102
Anubha Garg 8
Dhara Manek 7
Gaurav Tyagi 32
Kritika Prakash 48
Meenakshi Chettiar 20
Nimisha Nair 85
Parag Vad 118
Vivek Sharma 107
 Introduction

• The Body Shop founded by Late Dame Anita Roddick in the year
1976, is headquartered in Littlehampton, England.

• “The Body Shop International plc”, known famously as The Body Shop,
has 2,400 stores in 61 countries, and is the second largest cosmetic
franchise in the world.

• They were the first one to position themselves as a socially and

environmentally conscious company.

• The Body Shop carries a wide range of products for the body, face, hair
and home care.

• Currently, a 100 percent subsidiary of L’oreal group, it’s competitors

include Sally Beauty Supply, Bath & Body Works and Sephora.
 The Body Shop: Rise, Fall and
RISE
Body Shop had recorded a rapid growth during the 1970’s and saw the slump in 1990’s.
•
Major Marketing Strategy - Using Social and Environmental issues.
•

Claimed That No “Body Shop” products were tested on animals.

•

US operations failed due to lack of sound marketing analysis. Lost £ 3.4 million.
•
By the year 2000, it was sold off to L’oreal Group for £ 656 million.
•
 Significant Issues
• Better start and Rapid growth in 1970 -80s. Why Body shop
experienced bad times at the end of 1990s?

• How could the company be different than its competitors,

when the competitors were following the same strategy?
 Was Anita Right in ridiculing the
marketing strategies?
• Initially marketing was not that important; going with the promotional
approach was enough.

• Anita was able to convince people & build faith by sticking to its green
strategy during its initial growth.

• After mid 80s, she was unable to identify the growing market trends & the
change in perception of the customers.

• Lack of creating awareness by innovative marketing in the times when

competition by similar players came into the picture.
Following above :
To make customers aware that they still are the strongest player & is not
effected by competition.
 Mistakes Made By Anita In Her
Venture: Our Perspective!
• Anita was against marketing throughout the run of the company.

• Lack of understanding Market sentiments.

• Anita adopted a complete autocratic approach to running her organization.

• Not much efforts shown for :

o New product development & refreshing its product ranges
o Innovation
o Reducing prices.

• Unable to track the strategies followed by its competitors.

 Contd…
• “Body-Shop”: incompetent on various issues like :

• Corporate Governance.

• Relationship with Shareholders.

• Responsiveness to complaints of customers.

• Accuracy of promotional claims.

• Self-promotion instead of product promotion.

 Anita’s Unique Positioning of the
“Body-Shop” Identity
• Products were organic in nature.

• No testing on Animals or Live human subjects.

• Body-Shop Foundation promoted social and environmental issue.

• Key Issues Being:

Promoting Woman and civil rights.

Pollution control .

Women opportunities.

Energy Conservation.
 Suggested Courses of action For US
operations for “The Body Shop”

 Comprehensive market research:

• Survey.

• Understanding Consumer needs.

• Test Marketing.

• Understanding and tracking competitors.

 Joint Ventures and Franchising:

• Collaboration with existing retailers.