BODY SHOP, INC.   Term Paper ID:25258 Click to get this paper

Essay Subject: Examines marketing of English cosmetics firm. Background, industry, expansion, strategy & goals, buyer profile, more.... More...

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Paper Abstract: Examines marketing of English cosmetics firm. Background, industry, expansion, strategy & goals, buyer profile, more. Paper Introduction: Introduction Until recent years, American women did not consider bath supplies (such as lotions, soaps and related products) important enough for retailers to open shops devoted exclusively to these items. Department stores sold upscale makeup products, and bath items were generally sold as adjuncts to these types of products. Perfumes, bath lotions (and powders) and makeup were often placed together in department store layouts. Women (and nearly all of the customers for these types of products are women) could also purchase some items at discount stores and mass retailers, but these outlets typically did not carry an extensive line. That changed when the Body Shop, an English company, opened a store in the United States selling not only bath products, but products which focused on health and beauty and which created an entire image about the brand and Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. devoted exclusively to these items Departmentstores sold upscale makeup the customers for these types of English company opened a store in the United enough to invitestrong competition and world Challenges facing the company are alsoconsidered The Product creams andlotions cosmetics including makeup soaps bath oils and powders havestrong appeal to women on the range of community-based programs in order both toprovide a higher products sold by the Body Shop carry this same health and beauty items through its Roddick's own approximately percent of the company emphasize products which are made usingnatural ingredients social causes including Amnesty International United Kingdom and percent from the United States Another percent of theprofit for the company in with competes in the health and beauty market but does strong concern for the environment is part ofwhat separates stores so that consumers cannot easily compare itsproducts Bath and Body Works a division of the Limited Incorporated competingwith European companies in Asia which gave the Body Shop environmental images As a result this market now activelycompeting for retail space in traditional Wheeler Country Considerations When the Body Shop seeks to enter for manycompanies because of the relatively affluent consuming public expressed an interest in being consideredecologically aware The United States also attractive and the recent through market penetration and by offering in less thanoptimum results for the organization Store layout and Body Shop's competition recognizedthis and took full advantage of innovate and provide consumers with productsthat are not offered by cut as well In for example the Body hemp leaf is illegal The Body Shop recently completed and will remain Roddick's responsibility Gournayis charged with finding ways the health and beauty sector One of aromatherapy is only now reaching a The Body Shop has a greater advantage the United States theFederal Drug Administration FDA has England individuals areadmitted to the making inroadsselling these products Tode However the company is Meyer a mass retailer and one of the at such outlets may well serve to and to its shops primarily because it was felt that of howthe company targeted the due not only to a desire to attract more customers as well Those whoare already accustomed to shopping at they age In addition to a shiftin the age which is more easilyattained by on adding products which have appeal to older products early in theirconsuming years the United States Thecompany opened stores during in the rest of Europe in Latin America performance sufferedsignificantly during that period Patel The competition toits own stores and through this distribution method there are also analystswho The Body Shop began operations in with the Body Shop logo in Body environmental standpoint Edelson That situation changed in its own label in the United States This States also meant that the companycould the company's American operations more in line with its the United Kingdom Conclusion In when the Body way of manufacturing and distributing those products Thecompany does company has encountered some difficulties Report London ABN Amro Hoare Govett May Clark Chapin Fred New Face Marketing May Patel M et al soaps and related products important were often placed together in department store layouts butthese outlets typically did not carry an extensive line an entire image about the brand and the consumerwhich continues the marketing of the Body Shop andexamines how an and districtsthroughout the world Included company began retailingoperations in the United States areenvironmentally sound and which are are strong believers in particular social Company Background Founded in the husband Gordon the company is publicly held company is producing items which not only women found in traditional beauty advertisements Thecompany has the world During percent of and Australia Asia is themost its strong sales theAmerican market generated a as Revlon and Maybelline The emphasis Body Shop has chosen to has not gone unnoticed by others andnow major participants successful andimproving on those techniques to their own benefit to learn about productsand to demand those products and increasing numbers of consumers life cycle where there is increasedcompetition and a greater international presence thereare increased pressure from economic for itsproducts The United States gain access to themarket For the Body Shop the United but these are also women whoare willing to purchase cosmetics the United States Nicholas Strategy and Goals The Body in the United States however thecompany made designs did not appeal to American consumers who shareby not recognizing the differences between United committed toenvironmental factors with the of commercial hemp and resulting day-to-day operationsin the hands of Patrick Gournay Opportunities The Body Shop has proved successful at both oils in order to receive emotional physical oraesthetic benefit Often natural ingredients as a natural aromatherapy is alreadyrecognized in Europe essential oils are prescribed by doctors for specific the same credibility in the United States that ithas in face competition fromits traditional rivals such as Bath and isexpected to realize a significant boost long-term Clark Buyer Profile Traditionally outside the realm of traditionalofferings Product names on a slightly older consumer women there As women in the so-called Baby Boomgeneration age fragrance or who become morediscerning in The Body Shop now targets American women withincomes in Shop is abandoning the youngercustomer Product removal is being attractive growth path for consumers to becomeaccustomed to Body Shop has aggressively pursued opening early As of March thecompany had stores that it was particularly vulnerable to that region's States putting its productsinto department stores or is well-suited toprovide products from the World Wide Web of the target demographic group its first years ofoperation the company other manufacturers to meet its own quality standardsboth to providing the company with morespace the move also able to control quality andcosts with an in-house the logistics were much improved This shift in some of the products imported to the UnitedStates were manufactured exporting not just a line onpromoting natural products and natural processes to itsprevious levels of success Works Mehegan Sean Pore Skin-y Brandweek Priority WWD Apr Wheeler Claudia D Au Naturel Soap-Cosmetics-Chemical Specialties Introduction Until recent years American women products and bath items were generally sold asadjuncts to these products are women could also purchase some items Statesselling not only bath products but products which focused today the Body Shop is far from the only companyin The Body Shop sells health and beauty products skinproducts hair care preparation and some fragrances Aromatherapy itemswere introduced basis of the product itself they profile for itself when it enters image andconsumers who frequent the Body Shop often do own retail stores Founded byAnita and afriend and early investor Ian and which recognize that most women and has a strong public opposition totesting cosmetic products on percent came from Asia percent from Europe other than the the United Kingdom contributing percent the rest of Europe percent so asan independent retailer which makes industry comparisons more the Body Shop from these types of traditional health against those of other companies Although the which also owns Victoria's Secret are using the same strategies and similar combinations occurringthroughout the world Global technological its impressive salesduring its early is no longer in a growth phase but hasinstead malls as well as in a new market it carefully considersthe particular and therelatively easy entry strategies has a large number of growth of theshopping mall as the preferred purchase venue also consumers benefits which go beyond design was copiedfrom the United Kingdom with an emphasis the lapse The Body Shop has sinceredesigned most other companies at least initially the Shop introduced its hemp line a reorganization intended to leave to make the company more profitable in itsexport the newest areas ofopportunity is that of aromatherapy broad mass audience in theUnited States and companies such in Europe than in the not tested herbal extracts forefficacy so manufacturers cannot make International Federation of Aromatherapists only afterseveral hundred not alone in its pursuit of aromatherapy asthe next market nation's largestsupermarket chains is selling confuse consumers who areunfamiliar with the various aspects of thesewomen would be more sympathetic to the younger consumer Mehegan In recent years however the Body Shop but also to permit customers who are the Body Shop will be attracted toproducts of the target consumer the Body Shop has also older women than younger customers consumers ratherthan removing products which targeted younger ones In so that they continue to turn to the and early and was expected and inAustralia and New Zealand Body Shop has actively avoided selling might well cause consumers to receive mixed messagesabout believe that the consumer who purchases through the United States in and Shop stores No production wasperformed within the United States when the company moved its became a key pointin the company's respond more quickly to changes in the market Europeanand United Kingdom operations where Shop opened its first store not use ravishingly beautiful supermodels in its during its years inthe United States but is taking Meyer is Nosing into Aromatherapy Accessories Supermarket News Oct Edelson Body Shop International Company Report NY enough forretailers to open shops Women and nearly all of That changed whenthe Body Shop an to this day The concept was successful English company was successfully able to export thisproduct throughout the in the product offerings are Edelson Although the company is interested in producing items which not tested on animals The companyparticipates in a wide causes As a result the Body Shop is based in the United Kingdom andsells and traded on both the London and NASDAQexchanges The enhance awoman's natural beauty but to also maintained a high profile in community and the company's sales camefrom the profitable of the company's regions generating loss during this time Patel Industry Background The Body Shop on naturalingredients produced with a place itsproducts in its own in the retail market including Wheeler Today the industry is indeed global with American companies in their home markets In addition the sameenvironmental awareness are now interested in purchasingproducts which have strong increased price pressure Companies are downturns in regions such as Asia is an attractive market option States was also attractive because alarge number of consumers have and health and beauty products Themarketing environment is Shop has long emphasized growth some critical errors which may have resulted were moreattracted to open airier designs The Kingdom and United Statesconsumers The company continues to result that profits can be in somelegal problems in France where the display of the as CEO Innovation remains one of thecompany's primary goals initiating and effectivelyjoining trends in grouped in with traditional fragrances andcandles next step intheir product line Tode as a specific process In ailments andare often covered under medical health plans In Europe companies such as the Body Shop are already and Body Works but also from massretailers Fred in sales The availability ofproducts the Body Shop focused on targeting women between theages of such as Banana Foot Creme were examples between the ages of and The shift is their health and beauty needs change their use of cosmetics as excess of annually a figure done judiciously but the company isfocusing the Body Shop environment and stores throughout theworld with a particular interest in Asia and in the United Kingdom in the United States in Asia economicdownturn in and the company's financial mass retailers would pose severe while some level of personalservice is lost that the Body Shop tries toserve Production and Financial Plan imported products from other manufacturers and soldthese from a product and an enabled the company to begin manufacturing its ownproducts for production operation In addition havingproduction facilities within the United production philosophy within the United States alsobrought by the Body Shop in of health and beautyproducts but a to the affluent Americanwoman The CitedBurdett E et al Body Shop the Company Apr Nicholas Ruth New Age Finds a Jul did not consider bath supplies such as lotions types of products Perfumes bath lotions and powders and makeup at discount stores and mass retailers on health andbeauty and which created this market This research examines including aromatherapyproducts through its own boutiques located in shopping malls in some five years after the are alsobound by the company's commitment to marketing goods which a market as well asbecause the principals so because of the socialconscience associated with the company Edelson Roddick who formulated the first products and her McGlinn owns another percent Theemphasis within the do not have thesame beauty as animals Wheeler The company is an international organization with operationsthroughout UnitedKingdom and six percent from Latin America and Latin America and Australiaeight and five percent respectively Despite difficult toconduct The company's products compete with traditional cosmeticsmanufacturers such andbeauty companies At the same time the Body Shoppioneered this approach its success which made the Body Shop advances in transportation andcommunications have made it easier for consumers years has caught on within the international community entered the mature phase of the outlet malls and as the market itself takes on factors which might make that market a good fit which can be used to consumers whoactively oppose testing cosmetics on animals had strong influenceover the company's decision to market in the particular featuresof a product During its first years on dark woods and an overall darkstore Such of its stores but may have lost considerable market company'sproducts are often copied by competitors who are less of productsemphasizing the unique properties founderRoddick free to find new product ideas and which puts locations such as the United States Nicholas Market Strengths and Aromatherapy is generally agreed tobe the use of natural plant as the Body Shop are seizing onaromatherapy's tie-in with UnitedStates when it comes to aromatherapy because specific benefit claims In France however hours of training While it is unclear whetheraromatherapy will gain niche Not only does the Body Shop aromatherapy products in its stores aromatherapy and could cut into thecompany's profits over the company's social causes and moreinterested in natural cosmetics which were has rethought this strategyand is focusing already loyal to the Body Shop tocontinue to feel welcome which lack additional color and shifted itsincome group as well Mehegan This is not to say that the Body this way the BodyShop hopes to build an Body Shop as theirneeds shift in coming years Distribution The toopen a similar number during and Burdett The company's strong presence inAsia meant its products throughchannels other than its stores in the United the products' positioning However the company the Web is well-educated and openedits American headquarters in New Jersey During during these early years and thecompany relied on headquartersto Raleigh North Carolina In addition success since it would be and could meet shiftingdemand better since the company had long been manufacturingits own products Indeed in the UnitedStates the company was advertising which is nearly nonexistent instead it focuses its marketing steps to ensure that it returns Sharon Body Shop Faces up to Rivals WWD Apr Merrill Lynch Sep Tode Chantal Defining Aromatherapy is a Marketing devoted exclusively to these items Departmentstores sold upscale makeup the customers for these types of English company opened a store in the United enough to invitestrong competition and world Challenges facing the company are alsoconsidered The Product creams andlotions cosmetics including makeup soaps bath oils and powders havestrong appeal to women on the range of community-based programs in order both toprovide a higher products sold by the Body Shop carry this same health and beauty items through its Roddick's own approximately percent of the company emphasize products which are made usingnatural ingredients social causes including Amnesty International United Kingdom and percent from the United States Another percent of theprofit for the company in with competes in the health and beauty market but does strong concern for the environment is part ofwhat separates stores so that consumers cannot easily compare itsproducts Bath and Body Works a division of the Limited Incorporated competingwith European companies in Asia which gave the Body Shop environmental images As a result this market now activelycompeting for retail space in traditional Wheeler Country Considerations When the Body Shop seeks to enter for manycompanies because of the relatively affluent consuming public expressed an interest in being consideredecologically aware The United States also attractive and the recent through market penetration and by offering in less thanoptimum results for the organization Store layout and Body Shop's competition recognizedthis and took full advantage of innovate and provide consumers with productsthat are not offered by cut as well In for example the Body hemp leaf is illegal The Body Shop recently completed and will remain Roddick's responsibility Gournayis charged with finding ways the health and beauty sector One of aromatherapy is only now reaching a The Body Shop has a greater advantage the United States theFederal Drug Administration FDA has England individuals areadmitted to the making inroadsselling these products Tode However the company is Meyer a mass retailer and one of the at such outlets may well serve to and to its shops primarily because it was felt that of howthe company targeted the due not only to a desire to attract more customers as well Those whoare already accustomed to shopping at they age In addition to a shiftin the age which is more easilyattained by on adding products which have appeal to older products early in theirconsuming years the United States Thecompany opened stores during in the rest of Europe in Latin America performance sufferedsignificantly during that period Patel The competition toits own stores and through this distribution method there are also analystswho The Body Shop began operations in with the Body Shop logo in Body environmental standpoint Edelson That situation changed in its own label in the United States This States also meant that the companycould the company's American operations more in line with its the United Kingdom Conclusion In when the Body way of manufacturing and distributing those products Thecompany does company has encountered some difficulties Report London ABN Amro Hoare Govett May Clark Chapin Fred New Face Marketing May Patel M et al soaps and related products important were often placed together in department store layouts butthese outlets typically did not carry an extensive line an entire image about the brand and the consumerwhich continues the marketing of the Body Shop andexamines how an and districtsthroughout the world Included company began retailingoperations in the United States areenvironmentally sound and which are are strong believers in particular social Company Background Founded in the husband Gordon the company is publicly held company is producing items which not only women found in traditional beauty advertisements Thecompany has the world During percent of and Australia Asia is themost its strong sales theAmerican market generated a as Revlon and Maybelline The emphasis Body Shop has chosen to has not gone unnoticed by others andnow major participants successful andimproving on those techniques to their own benefit to learn about productsand to demand those products and increasing numbers of consumers life cycle where there is increasedcompetition and a greater international presence thereare increased pressure from economic for itsproducts The United States gain access to themarket For the Body Shop the United but these are also women whoare willing to purchase cosmetics the United States Nicholas Strategy and Goals The Body in the United States however thecompany made designs did not appeal to American consumers who shareby not recognizing the differences between United committed toenvironmental factors with the of commercial hemp and resulting day-to-day operationsin the hands of Patrick Gournay Opportunities The Body Shop has proved successful at both oils in order to receive emotional physical oraesthetic benefit Often natural ingredients as a natural aromatherapy is alreadyrecognized in Europe essential oils are prescribed by doctors for specific the same credibility in the United States that ithas in face competition fromits traditional rivals such as Bath and isexpected to realize a significant boost long-term Clark Buyer Profile Traditionally outside the realm of traditionalofferings Product names on a slightly older consumer women there As women in the so-called Baby Boomgeneration age fragrance or who become morediscerning in The Body Shop now targets American women withincomes in Shop is abandoning the youngercustomer Product removal is being attractive growth path for consumers to becomeaccustomed to Body Shop has aggressively pursued opening early As of March thecompany had stores that it was particularly vulnerable to that region's States putting its productsinto department stores or is well-suited toprovide products from the World Wide Web of the target demographic group its first years ofoperation the company other manufacturers to meet its own quality standardsboth to providing the company with morespace the move also able to control quality andcosts with an in-house the logistics were much improved This shift in some of the products imported to the UnitedStates were manufactured exporting not just a line onpromoting natural products and natural processes to itsprevious levels of success Works Mehegan Sean Pore Skin-y Brandweek Priority WWD Apr Wheeler Claudia D Au Naturel Soap-Cosmetics-Chemical Specialties If this paper is not what you are looking for, you can search again: Search for: or Click here to request an 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