The Body Shop



The Body Shop

Introduction

The Body Shop was started back in the year 1976. From the inception of the very first shop, the largest cosmetic business experienced rapid growth. This growth was as high as 50%. The company was listed on the London Stock Exchange in the year 1984, and pet named the company shares 'The shares that defy gravity'. The company is the pioneer of the now fashionable concept of green marketing and green production. The organization wants to be the brand of choice when it comes to cosmetics all over the world. The paper discusses the brand image of the company, the product offerings, level of brand loyalty, the brand extensions in the pipe line as well as target market for the chosen brand vitamin E hand & nail cream.

Company

The Body Shop is a growth oriented company. The growth objective for this company is to become the number one brand in whatever market it enters with more than 50% of the profits and revenues while remaining ecologically sustainable at the same time. To begin with, after its success in the UK, the company wants to become the brand of choice in the United States of America.

Brand image

The brand image of The Body Shop is unique in the cosmetic industry. It is a brand of choice for people who are en environmentally conscious and who want to save the gifts of nature. The Body Shop has created a marketing position for itself whereby the company does not do animal testing. It has a very strict policy on animal testing. The company has never tested any of its products on animals. In addition, the products are made from natural ingredients. She laid down the philosophy that has been followed by her predecessors. The company not only markets products that are eco-friendly but also promotes the same by asking for its suppliers to employ the same philosophy.

In addition, the company is very active when it comes to corporate social responsibility and believes in giving back to the community to which it belongs. Corporate social responsibility is an important responsibility of the company and Anita Roddick's very philosophy is a contribution to the society in that many have followed her legacy and resolved to making products that are environmentally friendly. These are products that deliver the promise they vow to their customers. These are products that offer more for less that is premium quality at decent price.

Product Offerings

The company has a very wide range of offerings that essentially fall in the product category on the product-service continuum. The width and depth of the company products must be understood from the fact that the company offers bnot only various brands of products but also various variants of an individual brand. These variants all come with a unique set of benefits for the customers.

The company has a vast variety of products for skincare, make up, body and bath care, fragrances and other gift items. In addition, there are product ranges ...