An Overview Of The Body Shop Marketing Essay

An Overview Of The Body Shop Marketing Essay Introduction Background The Body Shop it has more than 2070 tree brands and offer service for 7700.000 consumers all over the world. The founder was a great woman who was called Anita Ruddick. She travelled though South America in two years. Then she collected her experience in her long journey and found that many women used the natural way to keep their skin. She also was interested in this field. She tried to use the vegetable, fruit or plant to concoct the natural formula. In March 1976, the Ruddick founded her first store at Birmingham; the store sold 15 kinds of products such as jojoba oil, rascal and mud. In April 1984, The BODYSHOP became a listed company and started selling the products to all over the world. The BODYSHOP was a business which has conscience and credit. The BODYSHOP has five principles in its retail and production, they are: Against Animal Testing (The BODYSHOP never do the animal testing, they only used the scientific instruments to do testing on some mode led body of animal.(Ruth,2006) Support Community Trade (the BODYSHOP selling the product at reasonable price. The BODYSHOP brought their resources from some special place such as Brazil, Kenya, and Samoa. They often set up the factory in origin and employed local people who need a job to save their life. It also brought their materials in a fair price. The BODYSHOP helped a lot of people. It also can say it is a charity (Ruth, 2006). Improve Self Esteem (In the advertisement of The BODYSHOP, It is difficult to see models who have beautiful face and thin stature. The Body Shop uses some ‘special’ woman. For example, the advertisement of the total energy pulse point it employed a black lady. Defend Human Right (The BODYSHOP support equality. especially between black and white. The Body Shop made great contribution in support ECPAT(The International Campaign to End Child Prostitution in Asian Tourism) Protect the Plant (Protect plant is an aim of this green company . The BODYSHOP published a book, called the Green Book in order to call all the people to protect the plants. Theories Marketing Mix: Marketing Mix was related to a company’s marketing strategy. Marketing mix include 4 parts, place, promotion, price and product. There are often called the four ‘PHS. Product: Paying attention to the features of the product is easier to attract the consumers. Some consumers focus on the after sales service, appearance, packing faction and brand more than before. For example, red is standing for lucky in china. This color always appears in spring festival. Consumers who want to buy some clothes during spring festival think this color may bring lucky for them, so they may willing chose this red clothes more than the other color. Some telephone firm willing offer sales service to consumers to create their credit. Price: Make high profit is the aim of the all the businessman. There are many factors effect the price, such as cost, rent, and capital. These factors affect the producer to adjust the product’s price. The price also affects the consumers. For example, customers attract by discount.