Case Analysis - The Body Shop

SEMINAR IN BUSINESS & PUBLIC POLICY

PRES ENT ATION CASE AN ALYSIS

Presented To: 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

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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 Opened in Different locations

MISTAKE  3 choices of shop styles,  Company Brand colorsdark 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

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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

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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

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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