The authors propose a framework to integrate virtue ethics into marketing theory and apply it to the development of marketing strategies. Corporate social responsibility a new concept of market. Pricing and promotion mediumhigh priced, targeting towards professional men and. Yet recent explorations into the body shops products and business. The application of virtue ethics in marketing the body. Much like the body shop s campaigns of the past, it will focus less on putting marketing pounds behind tv and instead plans to create a lot of video, instore, and social media content. Handmade cosmetics company lush bachelors thesis of degree programme in international business, 73 pages, 5 pages of appendices spring 2014 abstract the purpose of this thesis is to concentrate on sustainable businesses. The body shop s integrated international brand communications director, charlotte amouy adjchavanich, explains how the cosmetic company harnesses influencer marketing at scale to both promote its 1,000 products and push for a global ban on animal testing in cosmetics. Virtue ethics, a philosophy that focuses on an individuals moral character, has received limited attention from marketing scholars and researchers. Latest news the body shop us stores will be closed until further notice. Accordingly, marketing the discipline is traditionally framed by the classic 4 ps. Company managed to successfully market itself for 3 decades as well as expand very fast through retail franchising model. The body shop builds its brand awareness from the very beginning through. The body shop, founded by dame anita roddick in 1976, was a pioneer using natural ingredients for its beauty products when it started out.
The body shop is one of the pioneer in cosmetic companies implementing the green marketing mix. Besides, the first brand that came up in our mind was the body shop when we talk about this topic. Anita roddick, the founder of the body shop, opened her first shop in march 1976 at brighton roddick, 1991,p. There are several companies who have engaged in demarketing by using marketing activities to reduce the demand for a harmful product like tobacco and alcoholic beverages. This sample essay on the body shop business strategy provides important aspects of the issue and arguments for and against as well as the needed facts. Mintrom, schneider, and teske 1995 define an entrepreneur in relation to two. The body shop marketing plan analysis by name course tutors name institution 19th, december, 2012 table of contents company background.
The marketing mix consists of the socalled 4 ps when we talk about physical products like the body shops products and the 7 ps when we talk about nontangible products services. The body shop international is chosen as a case study in the thesis because the company belong s to a business chain that is regarded as one of the most wellknown corporations in the world and we feel familiar with it. Because of the difficulty of incorporating all the various facets of marketing into a single. Hartman and beckdudley in their paper marketing strategies and the search for virtue. A very good example of an organization following societal marketing concept is the body shop. Now the body shop is an international company rapidly expanding around the world trades more than 40 countries and employs around 6000 people. Those companies who believe in this philosophy think that if the goodsservices are cheap and they can be made available at many places, there cannot be any problem regarding sale. From the beginning, the body shop took an explicit stance on the natural orientation of its. Its our mission to be the worlds most sustainable business, and our enrich not exploit commitment is the first step to reaching this goal. How marketing will help the body shop become the worlds. The organisation is a global company that attempts to link socialmoral with profit values.
Doctoral students in marketing often study the philosophy of marketing, where a. You can view samples of our professional work here. The last key to the success of your endeavour to starting a bath and body business is having a good marketing strategy. The body shop is a british cosmetics company that sells a wide range of beauty care products and trades internationally in franchise stores. Body shops core brand identity was its profitswithaprinciple philosophy and the brand. The authors argue that without consideration of virtue ethics a comprehensive analysis of the ethical. Body shop products are known for being naturallymade and environmentfriendly. Anita roddick founded the body shop on the idea that the business of business should not just be about money, it should be about responsibility. The body shop oral presentation methodology the marketing mix is frequently used as the foundation for a marketing strategy because it allows marketing managers to promote their products or services in relationship to the external environments and it also serves as a useful framework for decisionmaking manktelow, n. Body shop is a cosmetic company founded by anita roddick in 1976 the company uses only natural, vegetable based materials as ingredients for its products. All the marketing efforts are guided by certain marketing management philosophies that give the directions about how the marketing activities should be carried out. The body shop marketing plan analysis reliable papers. Valuesdriven marketing philip kotler, kellogg school of management.
The body shop is headquartered in little hampton, west sussex, england, is now part of the loreal corporate group. I brand overview in korea ii target segment selection and description iii value curve for body shop and two competitors iv brand platform 3. The year 2006 marketing plan for the body shop international consists of. The body shop has said it will cease advertising with the daily mail, citing the papers editorial stance that seems to go against the beauty brands commitment to human rights. Nevertheless, people perceived that the body shop answers the. How do customers respond to the green marketing strategy. How the body shop works with influencers to drive both. Ever since i bought my first pair of spikes in 1982, nike has been my favourite brand. It initially thrived, expanding rapidly, and by the 1980s. How the making and marketing of sustainable brand affect consumer behaviour case. The business philosophy of the body shop was evident from its mission statement. A case analysis of the body shop international 1999, apply the solomon virtue ethics framework to the body shop international. The marketing philosophy and challenges for the new millennium 171 orientation, b product orientation, c selling orientation, d marketing orientation. The body shop, now has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world, following o boticario, a brazilian company.
Therefore, many businesses today donate and participate in all sorts of charities, as well as promote them. By working with these questions, the results show that the body shop manages to. How the body shop manages its onlinetooffline marketing. She started the company from a small shop in brighton with only 25 products and now the company has grown to be worth. But their struggles are a lesson on how little we know about the minefield of ethical marketing. Second, it is the intense environmentalist philosophy of the business. The body shop international limited uses its trading name the body shop in the consumer market. Analysis how the body shop manages its onlinetooffline marketing email marketing and social media are the two main ways the body shop. Without a strong marketing plan your product will likely not succeed even if it is good. The body shop embraces the social marketing orientation through which it emphasises the need to embrace business models that bring maximum benefit to the society.
Keeping in mind the same philosophy these companies put in all their marketing efforts in reducing the cost of production and strengthening their distribution system. I current marketing mix ii from to analysis iii desired marketing mix. The campaign was also in line with another of the companys beliefstruth in advertisingwhich had strong appeal to its target market. Thus, both the product and service compose body shop s competitive advantage. Basic understanding of the marketing strategy, consumer behavior, marketing mix, service quality, customer satisfaction. Although sometimes considered as anticapitalist or antiglobalization, the body shop philosophy is in fact in favor of global marketplaces.
Today, we still live by anita roddicks philosophy that business can be a force for good. The body shop ceases advertising with daily mail owing to. Thus, the body shops ruby ad campaign, which questioned the ideal of a thin body for every woman, was consistent with the companys longstanding principles. The body shop is a british skincare, perfume, and cosmetics company and was founded in the year 1976 by dame anita roddick.
The marketing management philosophies are actually a concepts, which is the central focus for the business to do their operations. The problem is the co ncept of customer in center that shakes his body. The body shop is known as an emblem of social equality. Read on this essays introduction, body paragraphs, and conclusion. The company creates a niche for itself as an authority in the adherence to ethical values in its approach to marketing and corporate strategies. It avoided also traditional distribution channel and made a priority. Marketing strategy of the body shop body shop strategy.
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