1

EXECUTIVE SUMMARY EXECUTIVE SUMMARY

Introduction
This report presents the social practices, performance, impact and strategies of The Body Shop
International (referred to as The Body Shop in this report).
The Body Shop, famous for creating an entire market sector for naturally-based products, is a
global skin and hair care retailer with more than !"" shops world-wide. Today, The Body Shop
is no longer simply a manufacturing and retailer of toiletries and cosmetics. The company is
firmly committed to en#ironmental protection and respect for human rights.
The first part of this report analysis how The Body Shop is performing in the industry, its business
strategies and marketing mi$, focusing on four main categories% product, price, distribution (place)
and promotion. The sources of information (secondary data) in this part mainly come from
internet web pages, online te$t of periodic, &ournals, and news.
The second half of the report is a suggestion of a new image, and a series of promotional
acti#ities to bring out that new image.
'e are focusing this report on The Body Shop as a global corporation, specially its market
situation in the (nited )ingdom (where it was founded) and the (nited States. In the appendi$
there is a part where The Body Shop in *ong )ong is being discussed in detail.
+eneral Summary of The Body Shop
The Body Shop International ,-. is a #alues dri#en, high /uality skin and body care retailer
operating in 0" countries with o#er !"" outlets spanning 10 languages and 1 time 2ones.
The Body Shop International is a company publicly committed to social #alues and to ha#ing a
substantial and positi#e impact on the society. The goals of the company embrace both social as
well as economic ob&ecti#es.
'hat makes The Body Shop uni/ue is the way it conducts business. It uses the finest
ingredients and the knowledge and e$perience of other cultures to make e$clusi#e products to its
own original recipes.
The Body Shop is not simply a manufacturer or retailer of toiletries and cosmetics. It acti#ely
attempts to minimi2e damage to the cosmetics industry and encourage education, awareness
and in#ol#ement among staff and customers.
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TABLE OF CONTENTS TABLE OF CONTENTS
EXECUTIVE SUMMARY...............................................................................................2
INTRODUCTION.................................................................................................................2
GENERAL SUMMARY OF THE BODY SHOP.......................................................................2
TABLE OF CONTENTS..................................................................................................3
SITUATION ANALYSIS..................................................................................................5
HISTORY........................................................................................................................5
PRODUCTS OF THE BODY SHOP.............................................................................10
HEMP RANGE.................................................................................................................10
LAVENDER & BERGAMOT..............................................................................................10
FOOD INSPIRED RANGE..................................................................................................11
AFRICA SPA RANGE.......................................................................................................11
AYURVEDA RANGE.........................................................................................................11
MAKE-UP.......................................................................................................................12
SKIN CARE RANGE.........................................................................................................12
INDUSTRIAL SITUATION...........................................................................................14
GLOBAL INDUSTRY OVERVIEW......................................................................................14
UNITED STATES INDUSTRY OVERVIEW COSMETICS & TOILETRIES ............................14
MARKET STRATEGY.......................................................................................................1!
COMPETITION.................................................................................................................1"
THE BODY SHOP#S FOUR-TIER ENVIRONMENTAL APPROACH.......................................1$
ENVIRONMENTAL FACTORS...........................................................................................1$
THE BODY SHOP ENVIRONMENTAL POLICY..................................................................20
Thinking Globally......................................................................................................20
Striving for Excellence..............................................................................................20
Searching for Sustainability......................................................................................20
Managing Growth.....................................................................................................20
Managing Energy......................................................................................................20
Managing Waste........................................................................................................21
ontrolling !ollution.................................................................................................21
"#erating Safely........................................................................................................21
Their $egal %e&uire'ents.........................................................................................21
%aising (wareness.....................................................................................................21
TARGET MARKET...........................................................................................................22
CONSUMER BEHAVIOR...................................................................................................2%
onsu'er !erce#tions an) haracteristics..............................................................2*
SEGMENTS......................................................................................................................24
MARKETING PLAN......................................................................................................27
OVERVIEW OF MARKETING MI& STRATEGY..................................................................2"
%
PRODUCT........................................................................................................................2'
PRICING..........................................................................................................................%5
DISTRIBUTION.................................................................................................................%$
PROMOTION....................................................................................................................41
MARKETING CAMPAIGN FOR LAUNCH OF NE IMAGE...............................44
CONCLUSION................................................................................................................47
REFERENCES.................................................................................................................4!
APPENDIX.......................................................................................................................53
THE PEOPLE....................................................................................................................5%
MISSION STATEMENT.....................................................................................................5%
TRADING CHARTER........................................................................................................5%
THE BODY SHOP FOUNDATION......................................................................................54
COMMUNITY TRADE.......................................................................................................54
APPROACH TO ETHICAL BUSINESS.................................................................................5!
CORE VALUES................................................................................................................5!
THE BODY SHOP IN HONG KONG...................................................................................5'
+n)ustry "verview ....................................................................................................,-
o'#etitive (nalysis..................................................................................................0
Strategic (nalysis.......................................................................................................,
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SITUATION ANALYSIS SITUATION ANALYSIS
*IST345
1976
6irst branch of The Body Shop in
Brighton, 'est Susse$, 7ngland.
*ad 0 products in plastic bottles for
sale, the labels were hand-written by
8nita 4oddick, founder of The Body
Shop.
1978
6irst international franchise - in a kiosk in Brussels.
1980
-aunch of the famous 9itamin 7 :oisture .ream and 7lderflower 7ye +el.
1982
;ew shops opening at a rate of 1 per month.
-aunch of our best-selling fragrance 'hite :usk, .ocoa Butter *and < Body -otion and
,eppermint 6oot -otion.
1984
The Body Shop is listed on the -ondon Stock 7$change.
1985
6irst year as a public company.
Sponsored posters for +reenpeace.
1986
6irst campaign - Sa#e the 'ales, with +reenpeace.
5
The Body Shop .harter, written by staff for staff.
Set up its own in-house 7n#ironmental department.
1988
The Body Shop opens its first (S8 shop at Broadway 3ne, =>= Broadway, ;5, ;5.
1989
?Stop The Burning@ campaign called for the Bra2ilian +o#ernment to bring a halt to the mass
burning of the tropical rainforests.
1990
Aust one year after launching in the (S, there were 10"" applications for a franchise.
Bemand for The Body Shop product is #ast, dri#ing a geographical e$pansion on that saw
the company trading in C! countries only fourteen years after the first shop opened.
4omanian 4elief Bri#e began (now .hildren on the 7dge), reno#ating orphanages in post-
.ommunist 4omania. The Body Shop 6oundation founded - Deffecti#ely taking risksD in
human rights, the en#ironment and animal welfare. .hild Be#elopment .entre opened at
*ead 3ffice, first purpose-build () company day care centre.
7stablishment of The Body Shop 6oundation - a charity which funds human rights and
en#ironmental pollution groups.
1991
Aoint 8mnestyEThe Body Shop letter-writing campaign helped free se#eral prisoners of
conscience.
Biography of 8nita 4oddick goes on sale in the () called FBody < SoulF.
The Body Shop (S8 launches :ail 3rder .atalogue Business with national distribution.
1992
Bra2ilian *ealthcare ,ro&ect established through The Body Shop 6oundation in con&unction
with Bra2ilian agenciesG funding and organi2ing immuni2ation procedures, medical checks,
hospital reno#ation, construction and health education for o#er >,""" Indians in H 8ma2on
#illages. .ommunity store in *arlem, ;ew 5ork. (S 9oter 4egistration dri#e signed up
>",""" more people to #ote in (S ,residential 7lections.
The Body Shop (S8 opens first 8irport shop in ,ittsburgFs :id-6ield Terminal.
The Body Shop Tour around The Body Shop head offices and factories at -ittlehampton is
launched.
!
() launches The Big Issue, +ordon 4oddickFs idea for a British newspaper sold by the
homeless, for the homeless.
1993
The Body Shop Tour of *ead 3ffice launched.
8 .ommunity Trade supplier in India established.
.ampaign begins to support )en Sara-'iwa and the 3goni people of ;igeria fighting
against the ;igerian dictatorship and multi-national oil interests.
1994
,aternity lea#e offered to all male .ompany employees. .hildrenFs school opened by our
.ommunity Trade supplier in India. The Body Shop Book launched - a celebration of women.
:a&or award to The Body Shop .anada for Bomestic 9iolence campaign. 8nita and +ordon
become grandparents.
-ink with the :issing ,ersons *elpline, con#erting our lorries into mo#ing billboards.
The Body Shop 8t *ome, the direct-selling arm, was launched in the ().
In#ested 0I stake in a wind farm in 'ales, (), to help offset electricity used in its ()
operations.
1995
9isit funded and organi2ed by The Body Shop Supply .ompany from Byelorussian children
with F.hildren 3f .hernobylF charity. ,etition of .0 million signatures in support of womenFs
rights presented by our delegates at >th 'orld .onference on 'omen in Bei&ing, .hina. The
Body Shop on the Internet.
The ;ew 8cademy of Business, an initiati#e of 8nita 4oddick, was established. The
inno#ati#e management degree, addressing social, en#ironmental and ethical issues, is run
at The (ni#ersity of Bath.
1996
6irst fully integrated 9alues 4eport, consisting of independently #erified statements on the
.ompanyFs performance on social, en#ironmental and animal protection issues. The Body
Shop recogni2ed as Ftrailbla2erF by (nited ;ations 7n#ironmental ,rogram for publishing
9alues 4eport. The ;ew 8cademy of Business launched - 8nitaFs idea to reform business
education for the ne$t century.
.ampaign successes including the 8gainst 8nimal Testing campaign, which led to the largest
e#er petition (with four million signatures) being deli#ered to the 7uropean .ommission.
1997
"
The Body Shop celebrated its 1
st
birthday with the launch of a new flagship store design
which won the prestigious 4etail 'eek Store Besign of the 5ear 8ward.
(nited ;ations 7n#ironment ,rogram ((;7,) 10th anni#ersary celebrations recogni2ed
8nita as one of 10 female leaders to ha#e made outstanding contributions to the
en#ironment.
The Body Shop was the first international cosmetics company to sign up to the *umane
.osmetics Standard supported by leading animal protection groups.
The Body Shop launches a campaign based on 4uby - a real doll representing real women
declaring Fthere are three billion women in the world who donFt look like supermodels and
only eight who doF.
1998
-aunched a &oint worldwide campaign with 8mnesty International to highlight the plight of
human rights defenders around the world, encouraging customers to ?:ake their :ark@ for
human rights. Three million people signed up to the campaign.
The Body Shop 6oundation part-funded the launch of The Big Issue in -os 8ngeles.
The (S8 launches F-o#e 5our BodyF .ustomer -oyalty .lub .ard ,rogram.
-aunch of *emp product range in the (S. The Body Shop is the first ma&or retailer in the
world to use industrial grade hemp in a skin care range.
1999
8 loyalty scheme for customers was introduced to the (). It pro#ided incenti#es to
customers, including the option to donate reward money to selected campaign organi2ations,
including 'orld Society for the ,rotection of 8nimals and the :issing ,ersons *elpline.
The Body Shop is #oted the second most trusted brand by the () .onsumers 8ssociation.
2000
8nita launches a new book, entitled FBusiness 8s (nusualF.
The Body Shop *uman 4ights 8ward was launched to media, non-go#ernmental
organi2ations and the public. The 8ward has been set up to seek out and recogni2e
indi#iduals and grassroots organi2ation focusing on social, economic and cultural rights.
,urchased o#er J0 million worth of natural ingredients and accessory items through the
.ommunity Trade ,rogramme including nearly >"" tonnes of natural ingredients.
2001
Branches into South 8frica.
'
:arch 1K
th
- The Body Shop celebrates 10 years of business as unusual. .elebrating 10
years of a great e$perience - an e$periment which pro#ed it is possible to build a huge global
enterprise and still challenge, campaign trade honorably, gi#e back to the community and
ha#e a good time while doing it.
The Body Shop (S8 initiates regional launch of 8t *ome business.
The Body Shop is the only retailer in the () to run a campaign in the (), to abolish asylum
seeker #oucher. The +o#ernment announces on 1! 3ctober 1"" that the scheme has been
abolished.
The Body Shop and +reenpeace launch their new F.hoose ,ositi#e 7nergyF campaign that
will grow during 1""1 up until the ne$t 7arth Summit in South 8frica in September 1""1. The
aim is to promote renewable energy both to customer of The Body Shop and also gain
international commitments on soar and wind energy for the 1 billion people in the world who
li#e without access to electricity. The Body Shop is running the campaign in C1 countries.
L
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PRODUCTS OF THE BODY SHOP PRODUCTS OF THE BODY SHOP
Here is a selection of The Body Shop ranges of products:
Hemp range, Lavender & Bergamot ranges, Food-Inspired range, frica Spa range, yurveda
range, The Body Shop !olorings ma"e-up range, and the ne# $reen La%el S"in !are range&
*emp 4ange
In '(() the pioneering Hemp range mar"ed the return of hemp to
the high street and clearly illustrated the distinction %et#een hemp
fact and hemp fiction& Its super% emollient properties com%ined #ith
its credentials, as one of the most economically via%le and
environmentally sustaina%le crops there is, continue to inspire ne#
additions to the range&
In *+++ they introduced five ne# products, #hich e,tend the range to no# that no# provides
hemp solutions for face and %ody& These ne#comers include a Facial -oisturiser, .ry /il Spray
and Hand & Body 0ash&
They are continuing to %uild on Hemp1s success in *++'2 ne# launch includes Hemp Soap and
Hemp Intensive -oisturising Serum&
-a#ender < Bergamot
The Body Shop %rings the essence of the -editerranean into customer1s
home #ith their ne# Lavender and Bergamot fragrance ranges, inspired
%y the regions of 3rovence and !ala%ria&
The t#o ranges provide a sense of escapism: lavender1s s#eet, slightly
#oody fragrance soothes %ody and mind, calming the days stresses and
strains a#ay, #hile the invigorating spirit of southern Italy, em%odied in
the refreshing citrus scent of the %ergamot fruit&
10
6ood Inspired 4ange
4ecently introduced is the ne# food-inspired range, chosen for its
moisturising and s"in smoothing properties and its lu,uriant feel on the
s"in& These #ere delights en5oyed %y ancestors for thousands of years,
%ut forgotten %y recent generations& The Body Shop has ta"en this
tried and tested #isdom and created the ultimate sensual %athing
e,perience&
The three "ey ingredients of olive, soya and honey have %een com%ined #ith oils, such as
almond and fragrance ginger, delicate scented camomile #ater and aromatic %ergamot and
suspended in formulations that gently and effectively cleanse, soften and moisture the s"in in
one dreamily, indulgent e,perience& The olive, soya and honey are all !ommunity traded
ingredients, #hich means their customers are not the only ones to %enefit&
8frica Spa 4ange
Inspired %y the rich, natural resources of -other frica, The Body
Shop frica Spa range delivered its indulgent collection of %ody
care to customers in /cto%er '(((& !omprising si, sensuously
aromatic products the range em%races the soothing and reviving
principles of traditional spa treatments, to pamper mind, %ody and
spirit in the home environment& -any of the natural ingredients in
frica Spa are !ommunity Traded&
8yur#eda range
The Body Shop ayurvedic range has %een delivering instant "arma to
their customers since its launch in -arch *+++& Its emphasis on a
more holistic form of %eauty caught the pu%lic consciousness and
proved that ancient #isdom is e6ually suited to achieving modern
#ell%eing&
The launch to press caused a media %last in all of the mar"ets #here The Body Shop products
are sold, and #hile the company instinctively "ne# that the #orld #as #aiting for ayurveda,
their customers1 response had proved they #ere right& $lo%ally the most popular products so
far are the Starter 7it, Body oil -ist, 3illo# -ist and -assage $el&
11
:ake-(p
The Body Shop !olorings ma"e-up %rand continues to offer customers
of The Body Shop high 6uality, performance products at realistic
prices& The core range line-up customers to evolve #ith innovative
products as #ell as their heritage products gro#ing form strength to
strength&
Skin .are 4ange
$et %ac" to nature #ith the launch of the ne# green La%el S"in !are
range: natural solutions contained in modern, high-tech products&
!hoose from three distinct daily s"in care regimes for dry8sensitive,
normal8dry and normal8oily s"in types #ith specially selected, natural
ingredients such as aloe vera, 5o5o%a, and sea#eed to enhance natural
%eauty&
9ach of the "ey naturally derived ingredients ma"e up a regime -
soothing aloe vera for dry8sensitive s"in, comforting 5o5o%a to
hydrate normal8dry s"in, sea#eed for normal8oily s"in, soothing
camomile for tired eyes, and moisturising honey to condition s"in&
9ach product %rings a particular moisturising and softening %enefit
to the s"in depending on #hether s"in is normal, dry, oily or
sensitive&
cross the regimes, there are a%undance of daily moisturisers,
night creams, facial #ashes, cleansers, fresheners, supplements,
mas"s and scru%s to suit all needs& s a result, s"in is a%le to
%lossom in a healthy and natural #ay #ithout the ris" of products
harshly stripping s"in of the essentials it needs&
The Body Shop has reaped the thousands year old :tried and tested1
%enefits of such natural ingredients and com%ined them #ith *'
st
century state of the art product technology to produce an entire range
that caters for today1s changing s"in care needs&
12
The Stories
The cool, moistening 5uice of the succulent aloe vera plant sourced from tropical temperature
helps deliver nutrients and moisture to ne# s"in cells #ithout causing irritation to sensitive
s"in&
The pale, golden colored is derived from the 5o5o%a sees helps prevent dryness %y regulating
the s"in1s moisture %alance&
0ild harvested !ommunity Traded sea#eed, from the #aters of Ireland, helps to leave oily s"in
feeling clean and fresh, #hile soothing organic and !ommunity Traded camomile helps tired
eyes recover from the stresses of the day&
;
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INDUSTRIAL SITUATION INDUSTRIAL SITUATION
+lobal Industry 3#er#iew
The world-wide cosmetics and toiletries market has a turno#er in e$cess of MH" billion, dominated
by ma&or companies like ,rocter and +amble, (nile#er, Shiseido, -@3real, 8#on and 4e#lon. It is
said that the a#erage cost of launching an up-market fragrance is now o#er J0 million.
8d#ertising and packaging account nearly half the retail price of a bottle of perfume.

The aim of The Body Shop is to establish a new work ethic that will enable business to thri#e
without causing ad#erse to the en#ironment, at both local and global le#el.
Since The Body Shop operates in more than 01 countries and has o#er !"" outlets globally, this
brings ine#itable problems with franchisees, for e$ample - which re/uire management fire-
fighting. The strong pound has pro#ed a particular challenge, with conse/uent margin pressures
making its products seem rather pricey amid growing competition.
3#er the past few years, 7urope < :iddle 7ast and 8sia ,acific ha#e been the primary dri#ers of
new store growth. 'hile The Body Shop continues to encourage their franchisees to open stores
in these regions, they are also accelerating new stores in#estment in the () and (S8. The high
sales per s/uare foot that they continue to achie#e in the () offer the opportunity for e$pansion
through new stores in ma&or cities where they can grow market share. In the (S8, they ha#e
been achie#ing positi#e comparable store sales growth for well, which pro#ided the foundation for
new store de#elopment, refurbishments and relocations.
1
(nited States Industry 3#er#iew% .osmetics < Toiletries
The (nited States cosmetic industry consists of such items as skin care products, color
cosmetics, women and menFs fragrances and treatments, body and bath products, and other
fragrances (i.e. unise$ scents, and home fragrances). Since !"", with the growth of the
ad#ertising industry, the manufacture and use of cosmetics has grown by tremendous
proportions. It is a booming industry. Today, cosmetics are a M>0 billion industry internationally
(worldwide retails). The (.S. cosmetics market is appro$imately M1" billion.
8merican men and women spend billions of dollars on cosmetic and toiletry items -- all in the
pursuit of personal enhancement. This pursuit makes the finished cosmetic and toiletry products
industry one of the most dynamic and competiti#e markets in the (.S. The industry gets its
dynamics from the constant state of flu$ through the introduction of thousands of new products
each year. The steady stream of new products being introduced offers many opportunities for the
de#elopment of new and impro#ed chemicals.
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'hile the basic types of these finished products ha#e remained largely the same, many of the
chemicals used as fillers, sol#ents and acti#e ingredients ha#e changed because of recent
de#elopments in biochemical processing methods. Therefore, despite the maturity of the
cosmetics and toiletries market, a dynamic change in chemical formulation continues to e#ol#e
from the ad#ances made in specialty chemicals and the need of chemical producers to
accommodate the greater di#ersity found in all finished cosmetic and toiletry products.

The Body Shop has been in#ol#ed in ac/uisition and &oint-#enture in the ;orth 8merica region in
order to regain full ownership of its (S business and to ma$imi2e future growth opportunities in
this market. The opportunities for building on the success in the (S8 are significant gi#en the
si2e of the toiletries and cosmetics market, The Body Shop@s relati#ely low market share, the
potentially attracti#e return on in#estment in low stores and the opportunity for the de#elopment of
multi-channel through direct sales and online trading.
C
The ma&or task of The Body Shop is to define and satisfy the needs and e$pectations of the
customers more effecti#ely and efficiently than its competitors. They do not ha#e a traditional
marketing department but 8nita 4oddick has been spending most of her time in marketing
acti#ities such as campaigns and conferences. Skill is not the answer, neither money. 'hat is
need is optimism, humanism, enthusiasm, intuition, curiosity, lo#e, humor, magic and fun and that
secret ingredients euphoria. The abo#e points which are noted by 8nita 4oddick e$actly e$plains
the marketing strategy of The Body Shop.
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:arket Strategy
Undifferentiated marketing strategy - Standardization:
Body Shop stores around the world are designed to look and even smell the
same.
1
And their products and packaging are virtually the same worldwide.
ifferentiated market strategy:
!he Body Shop has adopted the strategy of differentiating its products
through ethical and environmentally-friendly practices in manufacturing and
marketing. "oreign language la#els are now #eing prepared in the U$ to
replace the standardized la#eling in all markets.
%iche marketing:
!he Body Shop is famous for creating a niche market sector for naturally-
inspired skin and hair care products. !herefore it has introduced generations
of consumers to the #enefits of a wide range of #est sellers from &itamin '
(oisture )ream to !ea !ree *il range+ from Banana %ourishing Shampoo to
Aloe &era Body ,otion.
-
!here are market opportunities according to environmental pro#lems which
caused pro#lems to the consumers and consumers are more concerned with
those environmental issues. !herefore+ !he Body Shop concentrated in the
niche market of which primary target markets are 1.-/0 years-old women
with rather high education+ who would like to participate in environmental
conservation.
/
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.ompetition
The Body Shop was e#ol#ed from a single retail outlet into a global brand on the back of products
such as best-sellers ;ut Body Butter and 9itamin 7 :oisture .ream and a brand positioning as a
socially responsible cosmetics retail. In the (), The Body Shop finds itself operating in a much
more competiti#e marketplace than its launch 10 years ago. It now has o#er !"" outlets across
the global, including about C"" in the (). 5et o#er the past years, not e#erything has proceeded
entirely smoothly. 'hile in the (nited States, competition in the cosmetics industry is hea#y.
The Body Shop pioneered new approaches to the manufacturing, retailing and especially the
marketing of cosmetics and toiletries. ;ow, howe#er, there are many competitors using similar
tactics to target the same consumer group.
Top Competitors:
Avon Products, Inc.
D8#on callingD -- calling for a corporate makeo#er. 8#on ,roducts, the worldFs largest direct seller
of cosmetics and beauty-related items, is primping to build a global name and entice younger
customers (while retaining middle-aged buyers). Birect selling remains the firmFs modus operandi,
but sales also come from catalogs, mall kiosks, a day spa (The 8#on .entre), and an Internet
site. The companyFs products include cosmetics (8#on .olor), fragrances (,ercei#e, 'omen of
7arth), toiletries (Skin-So-Soft), &ewelry, apparel, and home furnishings. 8#on is a#ailable in about
C0 countries. 6or the first time in its 0 years of business, the company plans to begin selling
products in some (S stores in late 1"".
The Este Lauder Companies Inc.
7stNe, Aane, and Bobbi are close friends to women around the world. 'ith brands including
upscale 7stNe -auder and .lini/ue, professional-style Bobbi Brown essentials, and trendy, teen-
oriented jane, 7stNe -auder sells cosmetics, fragrances, and skin care products in more than 1"
countries. Its upscale lines, sold in department stores, in company stores, and by specialty
retailers, account for about half of all (S prestige cosmetics sales. The company has e$panded
its chain of freestanding retail stores (primarily for its :.8.., 3rigins, and 8#eda brands) to more
than C""G it also sells products online. The founding -auder family controls more than !"I of its
#oting shares.
Intimate Brands, Inc.
8s a leading retailer of womenFs intimate apparel and personal care products, Intimate Brands
should feel /uite uplifted. The company has nearly 1,>"" stores under the names 9ictoriaFs
Secret (lingerie, cosmetics, and fragrances) and Bath < Body 'orks (personal care products).
9ictoriaFs Secret also sells apparel online and mails out more than CK0 million copies a year of its
famous namesake catalog, which ser#es as a socially acceptable Dgirlie mag.D In addition,
Intimate Brands sells candles through 'hite Barn .andle .o. stores and is testing 9ictoriaFs
Secret beauty stores (many within 9ictoriaFs Secret stores). .73 -eslie 'e$ner owns HI of
1"
retailer The -imited, which in turn owns H>I of Intimate Brands.
Bath & Body Works, Inc.
'omen turn to Bath < Body 'orks to help wash away the daily stresses of life. 8s a subsidiary of
Intimate Brands, it operates about ,0"" Bath < Body 'orks stores in the (S that sell natural
body and hair care products as well as personal care products and fragrances. (Three such
scents include ,eace, -o#e, and *appiness under the Imagine banner.) .ustomers can also find
a line of aromatherapy and spa treatment products at Bath < Body 'orks. In addition, massages,
pedicures, and other indulgences are a#ailable at some stores. Bath < Body 'orks also operates
The 'hite Barn .andle .o., a chain of about C" stores that sell candles and other products for
the home.
The Boots Company PLC
;othing to look down upon, The Boots .ompany operates the ()Fs leading drugstore chain
(about ,>"" Boots The .hemists in the () and Ireland), the O auto parts chain (some >"
*alfords), and one of its largest optometry and eyewear chains (about C"" Boots 3pticians).
Boots .ontract :anufacturing is one of 7uropeFs largest suppliers of pri#ate-label toiletries and
cosmetics. (It pro#ides the drugstore chain with pri#ate-label items.) Boots *ealthcare
International is a leading () maker of o#er-the-counter (3T.) drugs such as ;urofen (ibuprofen)
and Strepsils (sore throat remedy), and it sells 3T. drugs in more than C" countries. Boots has
been cutting &obs, mainly from its drugstores, to impro#e profitability.
arden Botanika
8 category-dominant retailer of high-/uality, high-#alue skin and body care products. The
company sells its proprietary line of naturally based, pri#ate label products in its own stores,
which are currently located primarily in large regional shopping malls on the 'est .oast of the
(nited States.
3ther cosmetics and toiletry producers in 'estern 7urope which are competitors of The Body
Shop include :cBride ,-., I', International ,-. and .reightons ,-.. Boots@ Botanics,
Safeway@s ;utritherapy range ha#e all emerged as competitors.
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The Body Shop 7n#ironmental ,olicy
Thinking Globally
The Body Shop is a manufacturing and retailer of skin and hair care products and their
business is dedicated to the pursuit of social and en#ironmental change. Their policy stands
as a constant reminder of their responsibility to act in order to protect the en#ironment both
locally and globally. They are committed to continual impro#ement in the way they operate.
They want to do things better than they ha#e been done before and they will in#ol#e their
staff, franchisees, suppliers and customers in making that happen.
tri!ing "or #$%ellen%e
7ffecti#e en#ironmental management is both good housekeeping and good sense. Through
regular re#iews and assessment of their operations they will set themsel#es clear, time-
scaled targets for impro#ement. They will not rest on their laurels though, as each target
they reach is e#idence of their progress towards best to practice and will pro#ide them with
positi#e incenti#e to stri#e for continuous impro#ement.
ear%hing "or &stainability
Sustainable de#elopment is about achie#ing a fairer and safer world for future generations.
8t all le#els of their operations, from retail support functions, to manufacturing, to their stores,
they will use renewable resources where#er feasible and conser#e natural resources where
renewable options are not a#ailable. The selection of better en#ironmental options will
happen increasingly, especially with their purchasing which will be supported by a
comprehensi#e system of product stewardship.
'anaging Gro(th
The rapid growth of the global economy has resulted in considerable human and
en#ironmental e$ploitation. Their future planning will be guided as much by the
en#ironmental implications of their business decisions as by the economies. They will
de#ote increasing efforts to establishing non-e$ploitati#e trading arrangements with
community based groups both locally and in the ma&ority world as a means to protecting their
cultures and their en#ironments.
'anaging #nergy
The en#ironmental problems resulting from the misuse and abuse of energy resources
pro#ide urgent reasons to achie#e the highest possible energy efficiency in their operations.
They will work towards minimi2ing the amount of energy their acti#ities consume while
acti#ely seeking renewable resources to replace the energy they must use.
20
'anaging )aste
They belie#e society has an urgent and o#erwhelming moral obligation to a#oid waste. 8s a
responsible business they adopt a four-tier approach% first reduceG ne$t, re-useG then,
recycleG and finally, as a last resort they will dispose of waste using the safest and most
responsible means a#ailable.
Controlling *oll&tion
7n#ironmental damage is an inescapable product of most industrial acti#ity. To counter this
ine#itability The Body Shop will adopt best practice systems to ensure they protect the
/uality of the land, air and water on which they depend. They will a#oid contamination and
reduce polluting emissions to negligible le#els and adopt a precautionary approach to all
processes and products which might in#ol#e en#ironmental damage.
+perating a"ely
They consider the safety of their staff, their customers and the community in which they
operate to be of paramount importance. They will minimi2e risk in e#ery one of their
operations, from ensuring the safety and /uality of their products to good neighbor policies in
the communities where they work. They will maintain procedures to address une$pected
problems and emergency plans to safeguard the en#ironment in the e#ent of fire, flood or
other natural disasters.
Their ,egal -e.&irements
The minimum re/uirement of any responsible business is to obser#e the laws and
regulations rele#ant to their acti#ities where#er they operate. They will ensure their legal and
regulatory commitments are compiled with at all times and in the e#ent of difficulties these
are reported to the appropriate regulatory authorities without delay.
-aising /(areness
Through their actions they aim to establish a new, more sustainable ethic for business. They
want their efforts to set a precedent for others. They will continue to educate their staff and
to raise public awareness of en#ironmental issues. They are committed to full and honest
public disclosure on the results of their en#ironmental assessments and support the freedom
of information regarding the en#ironmental performance of industry.
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Target :arket
The Body Shop has different target market in different regions where it does business. In the (),
teenage consumers are its ma&or target, whereas in .anada for e$ample, the target market is
married, uni#ersity educated, professional women, aged C->0 with a family.

4e#amping its stores se#eral years ago and stopped selling some of its cheaper green-label
products was a policy aimed to attract higher spending customers.
1
In the () market, Body Shop wants to attract customers aged 1"-C" and is focusing its efforts on
eight cities% ;ewcastle, :anchester, -eeds, Birmingham, .ardiff, -i#erpool, -ondon and Bristol.
C
8 product line of :amatoto products aimed at new mothers and their children.
Target markets also include H-C0 years-old women with rather high education, who would like to
participate in en#ironmental conser#ation.
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22
.onsumer Beha#ior
Cons&mer *er%eptions an0 Chara%teristi%s
3ne way that The Body Shop has made a difference to customers is by being a retailer whose
#alues they admire. :any of their customers agreed that The Body Shop@s mission of
Pdedicating its business to the pursuit of social and en#ironmental changeQ is important to them.
By shopping at The Body Shop, customers could achie#e their aim of shopping responsibly and
supporting food organi2ations.
In general, The Body Shop loyal customers tend to show a consistent commitment to social and
en#ironmental responsibility in their own attitudes. They take seriously their own contribution to
making a difference, and are thoughtful in their social #iews and responses. The fact that
customers made the effort to respond to the social audit is further e#idence of their interest in
social responsibility.
The ma&ority of loyal customer group belie#ed that most businesses today are there &ust to make
money for owners and shareholders. Their own o#erwhelming preference was that business
should act as responsible corporate citi2ens e#en if this reduces profits somewhat. In particular,
most customers thought that businesses should follow good en#ironmental practices e#en if it
adds to costs, and that they should be prepared to pay fair wages e#en if it reduces profits.
In general, customers were prepared to Pput its money where its mouth isQ. :any said they would
a#oid products and companies which create social or en#ironmental problems of which they know
ha#e acted badly towards their workers.
In terms of their past beha#ior, many said they ha#e paid e$tra for a product because they knew it
helped make a better world (e.g. helped a community in need)G and others said they ha#e chosen
a particular brand because they liked the manufacturer@s attitudes.
There were high le#els of customer group awareness about how The Body Shop has made a
difference in terms of campaigns and en#ironmental responsibility. :ost of them agreed The
Body Shop campaigns effecti#ely on human rights, en#ironmental protection and animal welfare,
and they also agreed that The Body Shop takes acti#e steps to make its business more
en#ironmentally responsible.
In terms of changes in their own beha#ior, some said they had changed the way they do
something as a result of their contact with The Body Shop. The ma&ority of changes were to do
with buying more wisely, generally being more en#ironmentally or socially aware and recycling. 8
few of those reporting changes said there had been impro#ements to the way they cared for
themsel#es.
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Segments
Segmental Analysis
Shop Numbers
Sept 2001 Aug 2000
<7 & 4epu%lic of Ireland ==( *()
mericas >*? >'*
9urope and -iddle 9ast @+* A?(
sia 3acific >?' >'>
'('@ '@)=
Sept 2001 Aug 2000
m m
4etail Sales
<7 & 4epu%lic of Ireland @@&@ @@&@
mericas A(&' @+&>
9urope and -iddle 9ast )*&+ )+&'
sia 3acific @=&) @+&A
=+*&A *()&)
Detailed analysis of each geographical segments - Geographical Analysis
UK !epublic of "reland
August 2001 August 2000
Stores at period end ==( *()
Store openings BnetC *> '*
!ompany-o#ned stores 'AA '>?
m m #hange
4etail sales @@&@ @@&@ D+E
Turnover A=&+ A'&( D*E
/perating 3rofit ?&* '*&@ -?(E
The retail sales trend in the <7 #ea"ened in the second 6uarter, partly due to a
smaller summer sale& This resulted in flat total retail sales for the first half, #ith
compara%le store sales >E do#n on the same period last year& In the 4epu%lic of
Ireland, strong total retail sales gro#th of '*E #as %oosted %y a num%er of openings
#ith pharmacies, #hich are performing #ell&
Fe# product initiatives launched in the first half performed #ell, particular the food-
inspired %ody range and Body Butters&
head of the crucial !hristmas trading period, an aggressive mar"eting campaign #ill
%e launched in eight ma5or cities in the <7 #hich is aimed at attracting younger
customers to The Body Shop& The campaign #ill include a range of local initiatives
24
including a ma5or sampling programme, e-mails, promotional postcards, radio
competitions and massage treatments in shopping centres&
Americas
August 2001 August 2000
Stores at period end >*? >'*
Store openings BnetC '* *
!ompany-o#ned stores *A+ *>?
m m #hange
4etail sales A(&' @+&> -*E
Turnover ??&? >@&A D'@E
/perating 3rofit =&' >= -*)E
Both total retail sales and compara%le store sales #ere *E lo#er than in the same
period last year& Second 6uarter sales #ere impacted %y the general #ea"ening of the
mar"etplace, together #ith a smaller summer sale&
The movement in profit reflects higher store costs, as ne# stores have generally larger
footprints #ith higher associated rents, together #ith an increase in regional overhead
e,penses& The latter is largely due to higher depreciation follo#ing last year1s
investment in information systems&
store refur%ishment programme is no# gaining momentum in the <S and the
refur%ished stores are performing up to e,pectations&
$urope% &iddle $ast
Africa
August 2001 August 2000
Stores at period end @+* A?(
Store openings BnetC ') *=
!ompany-o#ned stores ?@ ?+
m m #hange
4etail sales )*&+ )+&' D*E
Turnover *)&= *(&* -=E
/perating 3rofit >&> 'A&= -=+E
The ') store openings in the region include seven in Saudi ra%ia, four in $ermany,
and three in %oth France and S#itGerland&
The reduction in turnover during the first half #as due to lo#er #holesale sale
volumes& The movement in operating profit reflects a higher profit from compay
shops and an improvement in #holesale margin, offset %y the impact of lo#er
#holesale volumes and a transfer of H+&A million in overhead e,penses from the
service centre to the region&
25
Asia 'acific
August 2001 August 2000
Stores at period end >?' >'>
Store openings BnetC ** 'A
!ompany-o#ned stores *> ')
m m #hange
4etail sales @=&) @+&A D?E
Turnover *+&= *'&+ -=E
/perating 3rofit A&A )&* -*+E
The ** store openings in sia 3acific include five in %oth Indonesia and 7orea and four
each in -alaysia, the 3hilippines and Singapore&
These store openings produced total retail sales gro#th of ?E #ith compara%le store
sales level year on year& The positive compara%le stores sales gro#th achieved in a
num%er of South 9ast sian mar"ets, 7orea and ustralia #as offset %y declines in
Iapan, Tai#an and Hong 7ong&
(uture 'lan
lthough medicated s"incare is one of the slo#est gro#th categories forecasted, The
Body Shop is loo"ing at ne# product development #ithin this segment to encourage
gro#th&
;
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MARKETING PLAN MARKETING PLAN
3#er#iew of :arketing :i$ Strategy
Regarding the marketing mix strategy of The Body Shop, it is found that its
product strategy is to use natural extracted raw materials with
environmental-friendly production and packaging, as well as to provide
beauty care services. For price strategy, its product pricing is determined
according to their costs and competitive prices. For place strategy, store
decoration is done in natural and modern style. As for promotion strategies,
store advertising has been used in order to motivate product demand and to
create environmental awareness. Public relation activities aim to emphasize
the knowledge about health and environment and to set up social activities.
For sales promotion, it has campaigned the consumers to refill and recycle
the packaging. In addition, sales persons have been educated about products
and company's vision on environmental preservation.
1
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8 sense of electricity and passion is not, in fact, the first thing that hits customers when they walk into a
Body Shop. It is the smell. 8 wa#e of e$otic aromas greets them at the door and draws them in. The shop
itself is bright and airy, #ery orderly, but with a whimsical touch. 8long the walls are neat rows of products
with names like 4hassoul :ud Shampoo, 'hite grape Skin Tonic, and ,eppermint 6oot -otion. 'hat is odd
is the packaging. It is almost defiantly plain. Indeed, one whole side of the shop is co#ered with rows of
shampoos and lotions in identical plastic bottles with black caps and green labels.
There is plenty of information. .ontainers ha#e clear, factual e$planations of what is inside and what it is
good for. 3n the shel#es are notecards with stories about the products or their ingredients. There are
stacks of pamphlets with such titles as P8nimal Testing and .osmeticsQ and P'hat is ;aturalRQ. In a corner
is a huge reference book called The product Information Manual, pro#iding background on e#erything The
Body Shop sells. In some shops there is e#en a tele#ision set playing a #ideo at low #olume about, say, the
company@s manufacturing operation or one of it causes.
8ll of this is, of course, deliberate. In an industry built around selling fantasy, The Body Shop prides itself on
selling Pwell-beingQ. 8s a matter of stated principle, it pledges Pto sell cosmetics with the minimum of hype
and packagingQ and Pto promote health rather than glamour, reality rather than the dubious promise of
instant re&u#enationQ. 8s for shops, they are designed to be self-ser#ice. Salesperson are e$pected to be
able to answer any /uestions they might get, but they are trained not to be forceful with customers. In a
similar spirit, the company refrains from ad#ertising its products.

S*%,/( U&"6$(+"&& *6 P5*#$%0

It is difficult to argue that cosmetics and lotions make a substantial contribution to society in themsel#es,
compared to other consumer products. ;onetheless, they are part of personal care that is closely tied to
respect for one@s body, and their realistic presentation by The Body Shop contrasts with substantial
segments of the cosmetics industry which o#er promise the beauty effects of their products. It is also
possible to consider The Body Shop@s social campaigns as a second line of PproductsQ which ha#e
substantial social usefulness.
P5*#$%0 7$/(,0'
The Body Shop products appear to fill all basic e$pectations of bath and body company. The company,
according to e$perts consulted, has products which compare fa#orably with industry standards of /uality but
are hard to distinguish on any wide accepted measure.
The Body Shop has long prided itself on inno#ati#e products. The company has pioneered many inno#ati#e
uses of fruit and other natural ingredients in its products, and has introduced many new products during the
!!>-!!0.
It@s position placed on high /uality a safety products with international standard and en#ironmental
1
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conser#ation. The Body Shop .olourings brand continues to offer The Body Shop customers high /uality,
performance products at realistic prices.
P5*#$%0 D,&%(*&$5"
In !HK, The Body Shop de#eloped and placed in most of its stores a Product Information Manual which
gi#es e$tensi#e information about the products and the ingredients in each product. This is an e$traordinary
amount of disclosure and e$ceeds that a#ailable in most comparable stores. *owe#er, few consumers
consult the manual, getting more information from oral statements by shop staff. 6urthermore, the Product
Information Manual was not found to be uni#ersally a#ailable in all stores. The company then planned a roll
out of a new product information manual.
'hile the information pro#ided on product labels has often e$ceed what is legally re/uired, this information
has not in the past been standardi2ed across the #arious countries in which The Body Shop operates. The
company could ha#e done more to ensure e$tensi#e disclosure and labeling in all markets and languages in
which the company trades. Today, the company@s renewed commitment to product disclosure is dri#ing
increasing standardi2ation of labels and #erification of the information presented on those labels. :ost
foreign language labels are now being prepared in the ().
To freshen up the customer loyalty and confidence to the company, The Body Shop published and
distributed its en#ironmental audit reports to any interested parties like consumers, employees, the media,
local residents etc.

I3/2"
The Body Shop retail cosmetics chain has marketed its products by culti#ating a progressi#e, ethical image.
They also create a image on customers that they are against animal testing. They will not test ingredients or
products on animals, now will they commission other to do so on their behalf. They will use their purchasing
power to stop suppliers animal testing.
1
.onser#ation of resources is another image The Body Shop is trying to achie#e. 8t all le#el of operation-in
their head offices, in their manufacturing facilities, in their subsidiaries and franchises, and in their retail
outlets around the world-wide will try to minimi2e resource use including raw materials, water and energy,
and they will use renewable resources where#er technically and economically feasible.
The Body Shop, continue to pull strong sales and appeal to consumers with bright colors, easy shopping
locations and friendly staff.
.ore to The Body Shop culture is their ongoing commitment to campaigning for social and en#ironmental
change, which fosters loyalty, pride and passion amongst their stakeholders. .ommitment to reduce their
en#ironmental impact will be reflected in The Body Shop campaign on climate change which will promote
local and global solutions to this issue, including the use of renewable energy.
C
The Body Shop@s #alues now seem e#en more contemporary than they were when it stated - consumerism,
social &ustice and en#ironmental issues are now firmly on the agenda across the world. :any people ha#e a
strong trust that The Body Shop@s products ha#e not been tested on animals and those products ha#e less
impact on en#ironment.
1
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They do not want to gi#e an image like% their products make people younger, healthier and more attracti#e.
This could be resulted as false belief to the company and losing customer loyalty. But they always aimed to
sell /uality products at reasonable prices.
B5/+#
The Body Shop is undeniably one of the world@s best-known brands and the only global brand to set out its
stall on en#ironmental and social issues. It e#ol#ed from a single retail outlet into a global brand on the back
of products such as best-seller ;ut Body Butter and 9itamin 7 :oisture .ream and a brand position as a
socially responsible cosmetics retailer.

The Body Shop@s target market knows the store@s brand #alues as well as it knows the back of its hands,
and it knows the back of its hand pretty well.
In !!!, The Body Shop brand was #oted the second most trusted brand in the () by the .onsumers
8ssociation. 8ccording to the !!= Interbrand sur#ey criteria, the company was named 1H
th
top brand in the
world, second in the retail sector. In a !!H report, a sur#ey of international chief e$ecuti#es in the 6inancial
Times ranked The Body Shop the 1=
th
most respected company in the world.
P/%8/2,+2
The Body Shop was founded by entrepreneur 8nita 4oddick who in !=K, started retailing homemade
naturally inspired products with minimal packaging. Therefore, packaging was plain and ine$pensi#e.

Body Shop products ha#e minimal packaging and its gift baskets are packed with low-grade, shredded
recycled paper.
1
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S(*2/+ 4 A2/,+&0 A+,3/( T"&0,+2
In !H!, The Body Shop changed its slogan from P;ot Tested on 8nimalsQ to P8gainst 8nimal TestingQ.

L*2*
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%1
THE BODY SHOP9S PRODUCT LINE
HAIR CARE
Conditionings: Banana conditioner, Brazil nut conditioner,
Brazil nut damage care conditioner, Coconut oil hair shine
Shampoo: Banana shampoo, Brazil nut damage care
shampoo, Brazil nut rich shampoo, Camomile shampoo
Styling/treatment: Define & no frizz cream, Smooth &shine
hair cream, Smooth &straight hair water


SI! CARE
Body: Almond & hone" #od" lotion, Bergamot #od" lotion, Hemp
el#ow grease, Hemp well oiled, $a%ender #od" lotion, &ango #od"
#utter, !ut #od" #utter, 'li%e #od" #utter, 'ceanus #od" lotion,
'ceanus #od" power, 'f a woman moisture #od" #alm, Rice #ran
scru#, So"a #od" #utter, Shea #od" #utter, (itamin E #od" lotion,
)hite mus* #od" lotion
Hands/feet: Cocoa #utter hand & #od" lotion, Hemp hand
protector, +eppermint foot lotion, +umice foot scru#, Refreshing
foot spra",
Sun care: After sun lotion, After sun spra", Cocoa #utter after sun
lotion, ,a*e it- Self.tan lotion, Sun lotion spf /, Sun spra" lotion spf
0

AR'&A1HERA+2
Bath / Shower: $a%ender #ath essence, $a%ender #od" #ar,
$a%ender forming mil* #ath, $a%ender moisturizing shower gel,
Refreshing #ergamot #od" #ar, Refreshing #ergamot #od"
wash
Massage: Base #ath &massage oil, Energizing #ath &massage
oil, Rela3ing #ath &massage oil, Sensual #ath & massage oil,
Bod" massage oil
Moisturizers: Base #od" lotion, Energizing #od" lotion,
Rela3ing #od" lotion, Sensual #od" lotion, $a%ender #od" lotion
Oils: Bergamot pure essential oil, Camomile pure essential oil,
Eucal"ptus pure essential oil, 4asmine a#solute, $a%ender pure
essential oil, $emon pure essential oil, !eroli essential oil,
+eppermint pure essential oil, Sandalwood pure essential oil,
2lang "lang pure essential oil

%2
,RA5RA!CE
Eau de toilette: 'f a woman intensi%e pulse point perfume,
Anan"a eau de toilette, 'ceanus mush eau de toilette, )hite
mus* eau de toilette
Perfume oils: Ana"a perfume oil, Dew#err" perfume oil,
,uzz" peach perfume oil, 'ceanus perfume oil, )hite mus*
perfume oil
C'$'6RI!5S
Chees: Complete colour, Complete colour #ronze, Cream
#lush +owder #lusher, 1ined #ronzing powder, 1wist & #lush,
1wist & #ronze
Eyes: Brow &lash gel, Camomile e"e mas*.up remo%er,
Conditioning mascara, Continual e"e colour, Continual mascara,
E"e definer, E"e shine, E"e#row mas*.up, E"e#row powder
pencil, E"e shadow, ,ragranced colour stic*s, $ash #uilding
mascara, Sparticles
!aces: All. in.one face #ase, All.in.one face treat, Brush.on
#ronze, Conditioning mas*.up remo%er, Correcti%e pre#ase,
E%er"da" foundation, Highlighter stic*s, $ightening touch, 'il
control foundation, 'il.free li7uid foundation, +ressed face
powder, S*in treat foundation, Stic* foundation, 1ea tree oil
co%er stic*, 1ranslucent #ronzer
"ips: $ip line fi3er, $ip liner, $ip shine, $ip tint, $ipscuff, $ipstic*


&E!
Body mechanics: Deep cleansing #od" wash, Deodorant spra",
Deodorant stic*, E%er"da" #od" wash, Hair st"ling wa3, Slic*
!ragrance: 'f a man aftersha%e #alm, 'f a man anti.perspirant
deodorant, 'f a man #od" #ar, 'f a man eau de toilette, 'f a man hair &
#od" wash
Sin mechanics: Aftersha%e #alm, Aftersha%e gel, ,ace protector, ,ace
scru#, ,ace wash, &enthol sha%e cream, 'il.free #ronzer, 'riginal
sha%e cream
%%
A,RICA S+A .!A16RA$ B'D2 1REA1&E!1S
Hair & #od" hone" mud, Bod" salt scru#, Bao#a# #ath oil,
!atural salt #ath, Rich cocoa #od" #alm, Hand & feet hone"
#utter
,ACE CARE

Cleansers: 5l"cerin & oat facial lather, +ineapple facial wash, 1ea
tree oil facial wash, 1ea tree oil facial scru#
Eyes: E"e supplement, Soothing e"e ma*e.up remo%er gel
!resheners: H"drating freshener, 1ea tree oil freshener
"ips: Hemp lip conditioner, Hone" lip care spf 89, $ip #alms,
(itamin E lip spf 89
Mass: Blue corn scru# mas*, Hone" & oatmeal scru# mas*,
Intense moisture mas*, 1ea tree oil facemas*, 1ea tree oil facial
scru#
Moisturisers: Aloe (era moisture cream, Carrot moisture cream,
Rich moisture cream, Rich night cream with %itamin e, 1ea tree oil
facial moisture gel, 1inted moisturiser, (itamin e moisture ream
Oils/treatment: E3foliating lotion, !ight supplement, 1ea tree oil,
1ea tree oil #lemish stic*





BA1H:SH')ER
Bath: Almond & hone" fizz" #ath suger, ,orming #ath oil, 'li%e
& citrus #ath oil, 'ceanus #ath &#od" tonic, Satsuma #ath
#u##les
#eodorant: Auti.perspirant deodorant
Shower: Aloe (era #od" gel, Aloe (era #od" lotion, Aloe (era
cleansing #ar, Bergamot shower gel, Hone" & orange #od"
wash, $a%ender shower gel, Conditioning scru#, Cooling leg
gel, 'li%e oil scru#, 'ceanus #ath & shower gel, ;uinoa &
So"a #od" scru#, +in* grapefruit #ath & shower gel, 1ea tree
oil #od" wash, (itamin E cream #od" wash, )hite mus* #ath &
shower gel
Soap: Cocoa #utter cleansing #ar, Cocoa #utter cream #od"
wash, ,ragranced soaps, 5l"cerin soaps, Hemp soap 'ceanus
soap, Seaweed and loofah soap, 1ea tree face soap, (itamin E
cleansing #ar, (itamin e face soap
,''1 CARE RA!5E
%4
"emongrass foot cares range: $emongrass deodorizing foot soa*, $emongrass deodorizing foot &
leg gel, $emongrass deodorizing foot powder lotion, $emongrass deodorizing foot spra"
Peppermint foot cares range: +eppermint cooling foot soa*, +eppermint cooling pumice foot
scru#, +eppermint cooling foot & leg gel, +eppermint cooling foot lotion, +eppermint refreshing foot
spra"
<
,ricing
1n the U$+ !he Body Shop finds itself operating in a much more competitive
marketplace than at its launch -0 years ago. 1ts e2clusive green proposition has
#een largely eroded+ with most high street retail chains now fielding their own
3natural4 cosmetics and toiletries ranges. And a price and promotional #attle
on toiletries has left its products more e2pensive than its rivals.
!he pricing strategy is determined according to their costs of production and
operations and competitive prices of its ma5or rivals in the market.
6ere is a list of the appro2imate market price 7in British pounds8 of a range of
products:
Body
6and )ream: /.-
Body ,otion: 9.-0- 9.:
6air
Shampoo: ;./;- 9.:
)onditioner: ;./;- :.:9
"ace
)leansers: 0.:<- 9.=0
(asks+ Scru#s > Supplements: /.=<- 11./<
Skin efectives: <.=9- 1/.;0
(oisturisers: ;.:<- <.;
'yes: /.9/- 9.-0
Bath > Shower
Body ?ashes: /.:-- :.1:
Soap: 1.-0- -./1
(
S)*+,- The /o)y Sho#4 56678806)+-.@=5)).2-6865->)?@05)7-=*8
%5
)olor
,ipstick: ;./1- 9..-
"ragrance
@erfume *ils: ;.;9- :.1:
(en
"ace > Body: ;./0- :.0/
"ragrance: :..<- 1-./:
Africa Spa: 9..-- 19..
%!
,restigeE
,rice
Body Shop
;i#ea
Bath < Body 'orks
3il of 3lay
8#eda
.lini/ue
;atural Ingredients -ess
:ore
-ow
*igh
*er%ept&al 'ap "or kin Care 'arket
1*ri%e 2 *ro0&%t Chara%teristi%3
%"
%'
Bistribution
The tories
In :arch !=K, 8nita 4oddick opened the first Body Shop in a Brighton side street on the
shoestring budget of J>""" bank loan. She had 0 products in plastic bottles for sale,
and the labels were hand-written by 8nita. The shop took JC" on its first day. The
second shop was opened in .hichester in September !=K. 8nita had an increasing
number of re/uests to open shoes in other cities. 'hile both shops were doing well, the
cost of setting up shoes on a national scale was too great an in#estment, until +ordon
4oddick had an idea of franchising to enable rapid growth. The first Body Shop
franchisees were granted and opened in Bognor 4egis and *o#e. The first Body Shop
to open outside the () was in Belgium in !=H. 6ranchising allowed for rapid growth
and international e$pansion. 7$pansion and growth continued in the () and the rest of
the world.

The Body Shop trades through o#er !"" stores in 0" markets around the world. The
company operates as head franchisee in (), (S8, :e$ico, 8ustria, 6rance, +ermany
and Singapore with the remaining markets owned and operated by independent head
franchisees.
In the (S8, nationwide stores situated in a #ariety of locations from ma&or malls, airports,
lifestyle centers as well as mail order catalogue distribution throughout the (S8.
,imite0 4 #$%l&si!e 5istrib&tion
4etail or channels is granted e$clusi#e rights. The Body Shop products are a#ailable
only in their stores or from their catalogs.
'etho0s o" 5istrib&tion
6ranchised outlets
.ompany-owned stores
:ail order
Birect selling
-etailing thro&gh:
.ompany-owned shops
:ail order
The Body Shop Birect
'holesale of goods of franchise
1
1
The /o)y Sho#4 566788,9;0.A;CH<.=,.*E8,=+--+080=-8=2;6=.56<
%$
5&al 5istrib&tion
-e!erse Channel 6 -e%y%ling
3ffer customers an opportunity to refill their products for a reduced rate after se$ refills
customers get a free product), as well as a cash refund for all plastic and glass
containers returned to the store for recycling.
The tore
The company@s in-store design is distincti#e and idiosyncratic.
The stores were made as in#iting and appealing as possible through the use of color,
and by arranging products #ertically to establish clean lines. It is also designed to be
accessible. They made it #ery user-friendly to women and the whole of the
merchandising is done on a 0F 1D le#el, which is easily accessible for many female
customers.
-e!ampe0 7o0y hop
The new layout emphasi2es the use of natural materials, including a floor made of grass
bamboo and hemp backdrops for retail displays. The new store also will feature a
freestanding sink that will allow consumers to sample multiple products.

8&t&re *lan
The Body Shop intends to re#iew its unwieldy network of franchised stores and buy-in a
number of franchised outlets because figures show that independent franchises are
performing poor while the company-owned outlets are doing much better.
1
2
o'#any Su''ary 22 /o)y Sho# +nternational !$ ;The<5
5667887+)1;A-0.9;0;.,)<87+)1;A-080,+;7608,)+7;21).=07JCUSIPKC'2!1"4!0
1
%eva'#e) /o)y Sho# to o#en 2 20012062*0 2 The @enver /usiness Aournal4 /0-- +-1-+-2,-3
2
// 4ews > The o'#any 3ile > 3ace lift for /o)y Sho# /0-- +-1-+-2,-3
1he Bod" Shop = Compan".owned Stores Customers
1he Bod" Shop
,ranchisees
Customers
1he Bod" Shop = Compan".owned Stores
Customers
Customers
,ranchisees
1he Bod" Shop
40
,romotion
The Body Shop established credibility with its customers by educating them. It tells them
e#erything there is to know about its products% where they come from, how they are made, what
is in them, how they are tested, and what they can be used for. It does all this, moreo#er, with a
light touch, using anecdotes, humor, #ideos and bright graphics.
It is a business unlike any other because they ha#e no marketing department and no ad#ertising
department. They operate according to criteria which place more emphasis on human #alues
than on strictly commercial considerations.

5i""erentiating pro0&%ts
The Body Shop is a company which differentiated itself from competitors through its ingredients
and manufacture.
1
:ost ma&or cosmetics companies de#elop their products in laboratories. They must then test
each product@s safety by conducting e$tensi#e e$periments on animals. The Body Shop, on the
other hand, de#elops its products from ingredients that either are natural or ha#e been used by
humans for decades, if not centuries.
Through brochures in the shops, it e$plains to customers in great details not only what it does,
but what it does not do - include animal testing. It reinforces the point by marketing each
container P;ot Tested on 8nimalsQ. It thus turns a basic consumer issue - safety - into a powerful
tool for differentiating its products.
Similarly, The Body Shop uses information about ingredients to differentiate its products. The
label on the 4hassoul :ud Shampoo, for e$ample, notes that it is made from Pa traditional
:oroccan :ud from the 8tlas :ountainsSwhich has astringent and toning propertiesQ.
C
8ll of this information has a cumulati#e effect. .ustomers get the message that they can find out
anything they care to know about the way the company does business. They can also learn
about other cultures, about en#ironmental issues, about social problems, etc.
:ore to the point, it does at that by humani2ing the company. .ustomers feel that they are
buying from a company whose #alues and business practices they know. The effect is to create a
loyalty that goes beyond branding. .ustomers acti#ely promote the company and its products to
their friends, and this word of mouth fuels growth. :eanwhile, The Body Shop has yet to spend a
dime on ad#ertising. Indeed, it does not e#en ha#e a marketing department.
1
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%
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41
9n"orm the p&bli% an0 %&stomers
The Body Shop relies on eye-catching in-store posters and on media interest in the founder
(8nita 4oddick) to generate publicity for the brand.

The Body Shop first informs its own personnel about ingredients, then arms them with a detailed
reference book, and supports them with product information cards spread around its retail stores.
The Body Shop, which does not ad#ertise to promote new products, used in-store brochures to
promote the line along with in-store posters that featured a #ariety of tag lines.
8ccording to The Body Shop@s company policy, they ne#er ad#ertised in newspapers or on
tele#ision. The most effecti#e and useful way of ad#ertising is to use its shops and its staff. By
using the shop windows they run posters and by using the staff they inform their customers. They
do a good &ob of selling to people once they are inside. 'hat they are not doing is attracting
enough people in.
1
9n%rease 5eman0
8 freestanding sink positioned toward the front of the store to encourage consumer trial.
C
8 new merchandise mi$ that #aries by season aims to attract customers to try new things.
*&bli% -elations
6und-raising campaigns, carried out through the stores, produced window displays, posters, T-
shirts, brochures, and #ideotapes to educate people about the issues.
The company@s social campaigns, conducted through the medium of the retail shop and shop
windows, represent in effect a second Pproduce lineQ, one designed to le#erage the shop space
and customer traffic for social change. Some campaigns ha#e been fought in the public press
and through high profile speeches by founder 8nita 4oddick and other company e$ecuti#es.
The company@s record of social performance has been strongest in areas where it has pursued
social causes independent of the traditional trading and commercial acti#ities of the company.
3#er the past ten years, the company has made significant contributions to the animal welfare
mo#ement, to en#ironmental awareness, to communities in which it operates, and to the human
rights mo#ement.
Indeed, there is almost no end to the list of such Body Shop acti#ities.
:ost of the acti#ities are, in fact, intended to generate publicity for The Body Shop, that - o#er the
long term - they do tend to increase sales, and profits.
5ire%t elling
The Body Shop has &ust begun to take their product strategy to the customer through their the
1
Me)iaGuar)ian.co.uk > ()vertising > /o)y Sho# reviews a) #olicy /0-- +-1-+-2,-3
2
The /o)y Sho#4 566788999.:-),;6;-0.,)<8=65-208!!!"8>)?@.56<A
%
@rug Store 4ews7 The /o)y Sho# ex#an)s5 hones i'age /0-- +-1-+-2,-3
42
Body Shop 8t *ome business where trained consultants demonstrates a selection for products
from their ranges to potential customers.

*romotional Claims
The Body Shop does not make many of the claims typical of some other cosmetics companies
that cosmetics will eliminate wrinkles, make one look 1" years younger, and change one@s life.
;onetheless, in its attempt to distinguish both its goals and its products from other bath and body
companies, the company@s promotion of its products has at times in the past permitted
e$aggerated statements about the naturalness, free of animal testing, and indigenous origins of
its products. :any of these statements were literally accurate but created an impression beyond
the words. :edia statements about the nature of the company@s products and misstatements by
the company@s own spokespersons ha#e often gone uncorrected. -ater the company has
launched an Pinformation auditQ, by which all written copy and speeches are checked for
accuracy.
1
8&t&re *lan
The Body Shop is considering dropping its opposition to ad#ertising as it struggles to combat
falling sales.
C
They are determined to position The Body Shop as an effecti#e retail competitor in
each of the markets in which they trade, and to that end they will announce ma&or changes to
reshape their business later. The company plans to close 10 underperforming branches in the
(S and refit others. It also intends to change the look of its stores more often and reduce the
range of products so it can put new products more /uickly onto its shel#es.
1
3T.co' > TotalSearch > Global (rchive > (rticle / 0-- +-1-+-2,-3
2
The /o)y Sho# +nternational Social Evaluation 1==,5 /y 1irk ". 9anson4 5667881=,*A6@-
:0>.06=21)+?.-?*8E5=20)28>0;.7?1
%
Me)iaGuar)ian.co.uk > ()vertising > /o)y Sho# reviews a) #olicy /0-- +-1-+-2,-3
4%
MARKETING CAMPAIGN FOR LAUNCH OF MARKETING CAMPAIGN FOR LAUNCH OF
NEW IMAGE NEW IMAGE
NEW IMAGE
T5- 2-9 ;<=:- 9- 9;AA ?-C-A)7 1)+ 65- >)?@ 05)7 ;0 A;C-A@4 1+-054 =2? 2=6*+=A. W- 9=26 6) :;C-
,*06)<-+0 65- ;<=:- 65=6 65- B)?@ S5)7 ;0 = )2--06)74 =AA-;2 )2- >)?@ ,=+- 05)7. T5=6 <-=20 )*+
05)7 ,=2 7+)C;?- ,*06)<-+0 9;65 ,)<7+-5-20;C- 0-+C;,-. I1 ,*06)<-+0 9=26 6) >*@ =2@ 65;2:
=>)*6 >)?@ ,=+-4 65-@ ,)<- 6) B)?@ S5)7 ?;+-,6A@. H-+- 65-@ ,=2 1;2? )*6 ;2 )*+ 05)74 =AA ?=;A@
>)?@ ,=+- 7+)?*,604 2) <=66-+ 95-65-+ ;6 ;0 6))657=06-4 6))65>+*054 6)9-A )+ 2=;A 0,;00)+0 -6,..
NEW LOGO
I2 +-7A=,-<-26 6) 65- )A? A):) 95;,5 ;0 2)6 A;C-A@ -2)*:54 9- ,+-=6- = 2-9 A):)4 65- >=,E:+)*2?
)1 )*+ 2-9 A):) ;0 ;2 A;:56 :+--2 =2? ;2 65- <;??A- )1 65- A):) ;6 ;0 = 0@<>)A )1 = 1+-05A@-:+)92
7A=26 9;65 69) ?-A;,=6- A-=C-0. I6 0@<>)A;D-0 @)*654 C;6=A;6@ =2? 1+-052-00 ;2 >)65 )*+ 0)*A =2?
>)?@.
NEW STORE DECORATION
W- 9;AA 7=;26 )*+ 06)+- ;2 A;:56 :+--2 A;E- 1+-05 :+=00-04 = A;:56-+ ,)A)*+ ,)<7=+-? 6) 65- ,*++-26
,)A)*+. B-0;?-04 9- 9;AA >*;A? :A=00@ 6+=207=+-26 1A))+0 9;65 1;05 7))A *2?-+ -=+65. S) 95-2
,*06)<-+0 9=AE ;2 6) )*+ 06)+-4 65-@ =+- =,6*=AA@ 9=AE;2: )2 65- 1;05 7))A =2? =>A- 6) -2H)@ 65-
1*2 )1 A))E;2: =6 65- 09;<<;2: 1;05-0. B*05-0 =2? :+=00-0 9-+- =A0) ?-,)+=6-? ;2 65- 06)+-4 0)
65=6 ,*06)<-+0 9;AA 5=C- = +-1+-05;2: 1--A;2: =0 ;1 65-@ 9-+- 06=2? )2 65- )*60E;+60. T) :;C- 65-<
= >)?@ =2? 0)*A +-A=G;2: ;2 65- >*0@ A;1-4 )*+ 1;2=A =;< ;0 6) <=E- 7-)7A- 65;2E )1 *04 95-2 65-@
9=260 6) -0,=7- 1+)< 65-;+ >*0@ *+>=2 A;1-4 65-@ 9;AA ,)<- 6) )*+ 05)7. W- 9=26 6) >- 65- :+--2
1)+-06 ;2 65- ,;6@. B-0;?-04 9- 9;AA 5=C- = A=+:- 0,+--2 )2 65- )*60;?- )1 -=,5 06)+-4 A;E- 65- )2- )1
T;<-0 SL*=+-4 6) 05)9 )*+ A=6-06 7+)<)6;)2 C;?-) ,A;70. T5;0 ;0 6) =66+=,6 65- =66-26;)2 )1 7=00-+0-
>@.
A NEW WELL-BEING CORNER IN EVERY STORE
T) A-6 )*+ ,*06)<-+0 -2H)@ 6)6=A +-1+-05<-26 =2? 6) 5=C- = 65)+)*:5 E2)9A-?:- =>)*6 )*+
7+)?*,60 >-1)+- 65-@ <=E- 65-;+ 7*+,5=0-04 9- 9;AA 5=C- 9-AA->-;2: ,)+2-+0 ;2 =AA )*+ 06)+-0.
F=,;A;6;-0 ;20;?- -=,5 9-AA->-;2: ,)+2-+ ;2,A*?-
1. A >=65+))< 95-+- ,*06)<-+0 ,=2 6=E- = >=65 9;65 )*+ >=65;2: 7+)?*,60.
2. A2 =+)<=65-+=7@ +))< 95-+- ,*06)<-+0 ,=2 6+@ )*6 )*+ A=6-06 =+)<=6;, );A. T5-@ ,=2
=A0) :-6 = <=00=:- 65-+-.
44
%. A 0=*2= +))< 95-+- ,*06)<-+0 ,=2 5=C- = 0=*2=.
4. A >-=*6@ ,)20*A6=26#0 5-A7?-0E 95-+- ,*06)<-+0 ,=2 5=C- 5=;+ 6-0604 0E;2 6-0604 1=,;=A04
=2? C=A*=>A- =?C;,- 1+)< )*+ 7+)1-00;)2=A >-=*6@ ,)20*A6=260. T5-@ 9;AA =A0) 5-A7
,*06)<-+0 0-A-,6 7+)?*,60 65=6 0*;6 65-<.
NEW MEN'S PRODUCTS
M-24 -07-,;=AA@ <;??A--=:-? <-2 A;E-0 6) ?+-00 *7 5;<0-A1. H)9-C-+4 1)+ 0)<- +-=0)204 65-;+
>)?@ <=@ 5=C- 0)<- *27A-=0=26 )?)*+4 95;,5 ;0 2)6 0) =77-=A;2: 6) 1-<=A-0. T5-+-1)+-4 9- 9;AA
?-C-A)7 = 2-9 07-,;=A 1+=:+=2,- );A 1)+ <-2.
EC-+@ <=2 5=0 >-=+?4 95;,5 ;0 = ,5=+=,6-+;06;, )1 <-2. U0*=AA@4 65-;+ 0E;2 :-60 C-+@ ?+@ =16-+
05=C;2:4 =2? 0<=AA 06*>>A- +-<=;20. W- 9;AA ?-C-A)7 = 2-9 05=C;2: ,+-=< 95;,5 ;0 C-+@ -11-,6;C-
6) 0)16-2 >-=+? 1)+ -=0@ 05=C;2: =2? <);06*+;D- 0E;2.
"THE MOST CHARMING COUPLE" COMPETITION
A2)65-+ ;26-26;)2 )1 *0 6) 7+)?*,- <)+- 07-,;=A;D-? 7+)?*,60 1)+ <-2 ;0 6) -2,)*+=:- A)C-+0 6)
,)<- 05)77;2: 6):-65-+ ;2 )*+ 06)+-0. W- 9=26 6) ,5=2:- 65- <;0,)2,-76;)2 65=6 )2A@ 9)<-2
,)<- 6) >*@ 65;2:0 ;2 T5- B)?@ S5)7 =2? 65=6 T5- B)?@ S5)7 7+)?*,60 =+- H*06 1)+ 9)<-2. M-2
,=2 =A0) -2H)@ 05)77;2: =6 )*+ 06)+-04 6):-65-+ 9;65 65-;+ :;+A1+;-2?0 )+ 9;C-0. W- 9;AA 0-AA <-2
45
=2? 9)<-2#0 7+)?*,604 2;,-A@ 7=,E-? =2? 9+=77-?4 6) =66+=,6 A)C-+0 6) >*@. M)+-)C-+4 9- 9;AA
5)A? = ,)26-06 6) 0-A-,6 65- <)06 ,5=+<;2: ,)*7A- ;2 -=,5 ,)*26+@. O*+ 65-<- ;0 MTHE BODY
SHOP BRINGS YOU CLOSERM. C*06)<-+0 ,=2 H);2 65- ,)26-06 0;<7A@ >@ 1;AA;2: )*6 1)+<0
)>6=;2-? =6 )*+ A),=A 06)+-0 )+ =6 )*+ 9->0;6-. W- 9;AA 0-A-,6 10 1;2=A;060 1+)< -=,5 ,)*26+@4
7+)C;?- 65-< 9;65 1+-- 7+)1-00;)2=A >-=*6@ =?C;,-4 1+-- *0=:- )1 )*+ 7+)?*,60 =2? 1=,;A;6;-0 9;65;2
65- 7-+;)? )1 ! <)2650. T5-@ <=@ H*06 >- =C-+=:--A))E;2: ,)*7A-04 >*6 =16-+ ! <)26504 9- 9;AA
,5))0- )2- ,)*7A- 95) 5=C- <=?- 65- >;::-06 7+):+-00 =2? 6*+2-? )*6 6) >- 65- <)06 ,5=+<;2:
7=;+. W- =A0) 5=C- =9=+?0 A;E- 65- <)06 ,5=+<;2: >)@1+;-2?4 65- <)06 ,5=+<;2: :;+A1+;-2? =2? 0)
)2. W- 9;AA :=65-+ 9;22-+0 1+)< =AA )C-+ 65- 9)+A? ;2 = :A=<)+)*0 7=+6@ ;2 L=0 V-:=0. T5- 95)A-
7+),-00 )1 65- ,)<7-6;6;)2 9;AA >- +-7)+6-? =2? >+)=?,=06 )2 )*+ 06)+- 0,+--20 =2? )2 TV4 A;E- 65-
+-,-26 >)?@-0A;<<;2: ,)26-06 )2 TVB.
0=
4!
CONCLUSION CONCLUSION
The original Body Shop sold 15 products. Today it sells a range of
over 350 and the range is constantly developing.
In each industry, companies have been developing ne mar!et strategies
about the environmental issues of their products. This is also !non
as green mar!eting hich is more about changing the type of
advertising. "reen mar!eting becomes a hole company approach and
philosophy for the business.
#ecent nes from the e$ecutives says that there ill be a pretty
aggressive mar!eting campaign for %hristmas, aimed at bringing in ne
customers.
But e believe the future success of The Body Shop does not merely
depend on hether it is able to attract many ne customers. Instead,
it also depends a lot on ho it manages its relations ith e$isting
customers, suppliers, the public &about social issues and green
mar!eting' and its competitiveness to response to rapid environmental
changes.
4"
REFERENCES REFERENCES
A#out Anita
http>::www?the#od"shop?com?au:%alues:core:inde3?html
Against Animal 1esting
http>::www?cit"show?com:'man:$adies@corner:#od"shop@AB?htm
Anita Roddic* and the Bod" Shop
http>::www?goodcompan"?com?au:angels:archi%es:episode8:episode8.part8a?htm
Annual Report CAA8
http>::www?the#od"shop?com:glo#al:in%estor:pdfs:annual@report?pdf
BBC !ews D B6SI!ESS D Bod" Shop shares slump
http>::news0?thdo?##c?co?u*:hi:english:#usiness:newsidE9,888BAAA:888BBFC?stm
BBC !ews D 1he Compan" ,ile D Bod" Shop to restructure after profits dip
http>::news0?thdo?##c?co?u*:hi:english:#usiness:the@compan"@file:newsid@8G/AAA:8G//B/?stm
BBC !ews D 1he Compan" ,ile D ,ace lift for Bod" Shop
http>::news?##c?co?u*:hi:english:#usiness:the@compan"@file:newsid@C0CAAA:C0C/BB?stm
Benchmar*s for 1he Bod" Shop
http>::www?ac?wwu?edu:H*mmcdon:Bod"Shop:#enchmar?htm
Bod" Shop
http>::www?u*#usinesspar*?co?u*:#opGCAAB?htm
Bod" Shop
http>::www?f#research?org:#od".shop?html
Bod" Shop
http>::www?shared.interest?com:cust:#od"shop?htm
Bod" Shop
http>::www?wetfeet?com:asp:compan"profiles?aspIcompan"p*J809F
Bod" Shop> Communication Strateg"
http>::facult".gs#?stanford?edu:lattin:@disc0:AAAAAAF8?htm
Bod" Shop in 'man
http>::www?cit"show?com:'man:$adies@corner:#od"shop@oman?htm
4'
CareKs Cosmetic Cornucopia . Bod" Shop
http>::www?the.diner?net:archi%es:deA08GAA?htm
CCH& . 1he Ser%ice Brand Agenc"
http>::www?cchm?co?u*:html:li#rar"@speechAA8?html
Cleaning up an image . 8GG0.88.C9 . 1he Business 4ournal LRaleigh:DurhamM
http>::triangle?#central?com:triangle:stories:8GG0:88:C9:stor"B?html
Compan" +rofile
http>::www?the#od"shop?com:glo#al:who@we@are:Compan"@+rofile?pdf
Compan" Research Report .. Bod" Shop International +$C L1heM
http>::profiles?wisi?com:profiles:scripts:corpinfoC?aspIcusipJC/C08NF0A
Compan" Summar" .. Bod" Shop International +$C L1heM
http>::profiles?wisi?com:profiles:scripts:corpinfo?aspIC6SI+JC/C08NF0A
Competiti%e Anal"sis
http>::ihome?ust?h*:Himls":partC?htm
Drug Store !ews> 1he Bod" Shop e3pands, hones image?Lto add twent" stores in CAA8, with larger
formatMLBrief ArticleMLStatistical Data IncludedM
http>::www?findarticles?com:cf@dls:mBBNF:/@CB:N0BB9AC0:p8:article?OhtmlItermJ
ECC1hePBod"PShopECC
En%ironmental &ar*eting &anagement for Cosmetic +roducts In 1hailand> A Case stud" of the
Bod" ShopKs +roducts
http>::www?chiangmai?ac?th:a#stract8GGG:#a:a#stract:#aGGAA88?html
En%ironmental +olic" Statement
http>::www?cit"show?com:'man:$adies@corner:#od"shop@AC?htm
En%ironmental Statement
http>::www?the#od"shop?com?au:a#out:new#otline:En%ironment?pdf
,1?com D 1otalSearch D 5lo#al Archi%e D Article
http>::glo#alarchi%e?ft?com:glo#alarchi%e:articles?htmlIidJA8A0A/AA/NC9&7uer"JBod"PShop
5REE!+EACE A!D 1HE B'D2 SH'+ $A6!CH CHA$$E!5E 1' BRI!5 C$EA! E!ER52 1'
1)' BI$$I'! )'R$D)IDE
http>::www?greenpeace?org:pressreleases:climate:CAA8OunC/?html
inc?com> 'riginal Inc Article> 1his )oman Has Changed Business ,ore%er
http>::wwwC?inc?com:search:9CA8?html
4$
Industr" Anal"sis> the Health, &edicine and +harmaceuticals industr" in 6nited States
http>::www?corporateinformation?com:ussector:Health?html
Industr" '%er%iew
http>::ihome?ust?h*:Himls":part8?htm
&ar*eting Anal"sis and +olic", Customer Anal"sis, Segmentation, 1argeting and +ositioning
www?olin?wustl?edu:facult":heilman:$ectureC@Segmentation?ppt
&ar*et research . cosmetics#usiness?com
http>::data#ases?cosmetics#usiness?com:research:companies:sample?htm
&edia5uardian?co?u* D Ad%ertising D Bod" Shop re%iews ad polic"
http>::media?guardian?co?u*:ad%ertising:stor":A,NFGC,9CNNGF,AA?html
&edia5uardian?co?u* D Ad%ertising D Bod" ShopKs ad onslaught
http>::media?guardian?co?u*:ad%ertising:stor":A,NFGC,908/F0,AA?html
+roducts
http>::www?cit"show?com:'man:$adies@corner:#od"@shop@main?htm
rediff?com> Run up to the Budget> Cosmetics and 1oiletries Industr"
http>::www?rediff?com:mone":CAA8:fe#:C0crisCN?htm
RedRoc* 1echnologies +ro%ides Cost Effecti%e Solution to 1he Bod" Shop
http>::www?adecs?com?au:+roducts:RedRoc*:#od"shop?htm
Re%amped Bod" Shop to open . CAA8.AN.BA . 1he Den%er Business 4ournal
http>::den%er?#central?com:den%er:stories:CAA8:AN:BA:dail"9?html
Social Audit
http>::www?the#od"shop?com?au:a#out:new#otline:SocialAudit?pdf
Strategic Anal"sis
http>::ihome?ust?h*:Himls":partF?htm
Strateg" . Bod" Shop Canada prepares for organizational o%erhaul
http>::strateg"mag?com:articles:magazine:8GGGABA8:CF0NG?htmlIwordJBod"ECAShop
Strateg" . Bod" Shop> the store as pac*age
http>::strateg"mag?com:articles:magazine:8GGCAGAN:0BGC?htmlIwordJBod"ECAShop
1echni7ues> Retailers
http>::solidwaste?dpwt?com:sorrt:#usrecNe?htm
1he A#elson Co? . 1he Bod" Shop
50
http>::www?a#elsonco?com:clients:#od"shop?html
1he Bod" Shop
http>::cwis?li%Om?ac?u*:careers:sae:anita?htm
1he Bod" Shop
http>::www?latins"nerg"?org:#od"@shop?htm
1he Bod" Shop
http>::www?geocities?com:athens:000N:#od"?html
1he Bod" Shop
http>::store?"ahoo?net:the#od"shop.au:
1he Bod" Shop, Inc?
http>::www8?umn?edu:humanrts:lin*s:#od"code?html
1he Bod" Shop . 'ur (alues . 1he Bod" Shop ,oundation
http>::www?the#od"shop?com:glo#al:%alues:foundation:inde3?asp
1he Bod"Shop in the &cSpotlight
http>::www?mcspotlight?org:#e"ond:companies:#s@ref?html
1he Bod" Shop International Social E%aluation 8GG9 . B" ir* '? Hanson
http>::facult".gs#?stanford?edu:*hanson:#si?pdf
1he Bod" Shop
http>::#%sd?*8C?co?us:cent:!ewspaper:aprG9:Bod"@Shop@$H?html
1he Bod" Shop
http>::www?nrc.rec"cle?org:#r#a:casestudies:#od"shop?htm
1he Bod" Shop . In%estor Relations
http>::www?the#od"shop?com:glo#al:in%estor:inde3?asp
1he Bod" Shop . )ho )e Are
http>::www?the#od"shop?com:glo#al:who@we@are:inde3?asp
1he Bod" Shop . )ho )e Are
http>::www?the#od"shop?com:glo#al:who@we@are:who@reason?asp
1he Bod" Shop . )ho )e Are
http>::www?the#od"shop?com:glo#al:who@we@are:who@what@we?asp
1he Bod" Shop . )ho )e Are
http>::www?the#od"shop?com:glo#al:who@we@are:who@what@sell?asp
51
1he Bod" Shop International +$C Capsule . Hoo%erKs 'nline
http>::www?hoo%ers?com:co:capsule:0:A,C80B,F8/90,AA?html
1he Bod" Shop International +$C Capsule . Hoo%erKs 'nline 6
http>::www?hoo%ers?com:u*:co:capsule:0:A,C80B,F8/90,AA?html
6.)ire ,inancial !ews, R!S Stoc* E3change Announcements 8C.8G.CAAA
http>::www?u*.wire?com:cgi.#in:articles:CAAA8C8GANAAB8ABC8)?html
6.)ire ,inancial !ews, R!S Stoc* E3change Announcements A9.AC.CAA8
http>::www?u*.wire?com:cgi.#in:articles:CAA8A9ACANAA9AGN88C?html
6.)ire ,inancial !ews, R!S Stoc* E3change Announcements AN.80.CAA8
http>::www?u*.wire?com:cgi.#in:articles:CAA8AN80ANAA9CGBFF5?html
(alues Report 8GGN
http>::www?the#od"shop?com:glo#al:%alues:reporting:%aluesGN?pdf
8GGF Article Challenges QEthicalQ Image of 1he Bod" Shop
http>::www?f#research?org:#od"shop?html
52
APPENDIX APPENDIX
The ,eople
8nita -. 4oddick, .o-.hairman
T. +ordon 4oddick, .o-.hairman
,atrick ,. +ournay, .73
:ission Statement
The Body Shop International PLC - a company with a difference
To dedicate our business to the pursuit of social and environmental change.
To creatively balance the financial and human needs of our staeholders!
employees" customers" franchisees" suppliers and shareholders.
To courageously ensure that our business is ecologically sustainable! meeting the
needs of the present without compromising the future.
To meaningfully contribute to local" national and international communities in
which we trade" by adopting a code of conduct which ensures care" honesty"
fairness and respect.
To passionately campaign for the protection of the environment" human and civil
rights" and against animal testing within the cosmetics and toiletries industry.
To tirelessly wor to narrow the gap between principle and practice" whilst
maing fun" passion and care part of our daily lives.
#
Trading .harter
THE WAY WE TRADE CREATES PROFITS WITH PRINCIPLES
WE AIM TO ACHIEVE commercial success by meeting our customers$ needs through the
provision of high %uality" good value products with e&ceptional service and relevant information
which enables customers to mae informed and responsible choices.
1
o'#any !rofile4 566788999.65->)?@05)7.,)<8:A)>=A895)B9-B=+-8C)<7=2@BP+)1;A-.7?1
5%
'ur trading relationships of every ind with customers" franchisees and suppliers will be
commercially viable" mutually beneficial and based on trust and respect.
OUR TRADING PRINCIPLES REFLECT OUR CORE VALUES
WE AIM TO ENSURE that the human and civil rights" as set out in the (niversal )eclaration of
*uman +ights" are respected throughout our business activities. ,e will establish a framewor
based on this declaration to include criteria for worers$ rights embracing a safe" healthy woring
environment" fair wages" no discrimination on the basis of race" creed" se& or se&ual orientation"
or physical coercion of any ind.
WE WILL SUPPORT long term" sustainable relationships with communities in need. ,e will
pay special attention to those minority groups" women and disadvantaged peoples who are
socially and economically marginalised.
WE WILL USE environmentally sustainable resources wherever technically and economically
viable. 'ur purchasing will be based on a system of screening and investigation of the ecological
credentials of our finished products" ingredients" pacaging and suppliers.
WE WILL PROMOTE animal protection throughout our business activities. ,e are against
animal testing in the cosmetic and toiletries industry. ,e will not tested ingredients or products
on animals" nor will we commission others to do so on our behalf. ,e will use our purchasing
power to stop suppliers animal testing.
WE WILL INSTITUTE appropriate monitoring" auditing and disclosure mechanisms to ensure
our account ability and demonstrate our compliance with these principles.
#
The Body Shop 6oundation
The Body Shop -oundation was established by the company in #../ as a mean of gathering
together funds and money raised by directors" employees" national and international franchisees
and friends of The Body Shop in order to allocate these to social" human and environmental
welfare issues. The purpose of the -oundation is to give financial support to pioneering" front line
organi0ations who have little hope of conventional funding. The focus is to assist those woring
to achieve sustainable progress in the areas of human and civil rights" environmental and animal
protection.
1
.ommunity Trade
The Community Trade programme is a special purchasing programme that is the
1
The /o)y Sho# +nternational Social Evaluation 1==,5 /y 1irk ". 9anson4 5667881=,*A6@-
:0>.06=21)+?.-?*8E5=20)28>0;.7?1
2
o'#any !rofile4 566788999.65->)?@05)7.,)<8:A)>=A895)B9-B=+-8C)<7=2@BP+)1;A-.7?1
54
result of The Body Shop commitment to support long-term sustainable trading
relationships with communities in need. The goal of Community Trade is to help
create livelihoods, and to explore a trade-based approach to supporting
sustainable development by sourcing ingredients and accessories directly from
socially and economically marginalised producer communities.
Community Trade can provide a vehicle for community and individual
development. It is one way that The Body Shop can use its nowledge,
creativity and purchasing power to directly benefit communities throughout the
world. !oring with The Body Shop provides suppliers with access to a maret
which can serve as a training ground and a gateway to other marets and
customers. The Body Shop Community Trade programme is a "ourney and an
adventure.
#

The basic principles behind the company$s Community Trade program
are%
to respect all environments, cultures and religions
to utili&e traditional sills and materials
to create trade lins that are not only successful but sustainable
to trade in replenishable natural materials
to encourage small-scale pro"ects that can be easily duplicated
to provide a long-term commitment to all pro"ects
'roducts sourced for The Body Shop through Community Trade include Bra&il nuts
from the (ayopo tribe in Bra&il, handmade paper from )epal and wooden goods
from India. * children$s school has been opened in India through the
program.
+
1
The /o)y Sho#5 +nc.4 5667889991.*<2.-?*85*<=2+608A;2E08>)?@,)?-.56<A
2
(nita %o))ick an) the /o)y Sho#4 566788999.:))?,)<7=2@.,)<.=*8=2:-A08=+,5;C-08-7;0)?-18-7;0)?-1-
7=+61=.56<
55
8pproach to 7thical Business
T5- B)?@ S5)7 =77+)=,5 6) -65;,=A >*0;2-00 )7-+=6-0 )2 65+-- A-C-A0
13 C*3)(,/+%" )7-2;2: *7 6) ?-1;2-? 06=2?=+?0 )1 5*<=2 +;:5604 0),;=A 9-A1=+- =2?
9)+E-+ 0=1-6@4 -2C;+)2<-26=A 7+)6-,6;)2 =2?4 95-+- +-A-C=264 9;?-+ -65;,=A ;00*-0
A;E- =2;<=A 7+)6-,6;)2.
23 D,&%(*&$5" )2A@ 65+)*:5 7*>A;, ?;0,A)0*+- ,=2 = +-=A 7+),-00 )1 ?;=A):*- =2?
?;0,*00;)2 9;65 06=E-5)A?-+0 >- =,5;-C-? =2? 65- +;:56 ?;+-,6;)2 ,5=+6-? 1)+ 65-
1*6*+-.
%3 C/3)/,2+,+2 6) 7A=@ =2 =,6;C- 7=+6 ;2 ,=<7=;:2;2: 1)+ 7)0;6;C- ,5=2:- ;2 65-
9=@ 65- >*0;2-00 9)+A? 9)+E04 9;65 65- *A6;<=6- =;< )1 <=E;2: = 7)0;6;C- ;<7=,6
)2 65- 9)+A? =6 A=+:-.
1
.ore 9alues
/G/9:T /:9'/, T#T9:G
'e will make products with integrity, based on time honoured human
tradition and safely de#eloped without animal testing. 'e will ne#er test our
products on ingredients on animals, we ne#er ha#e and we ne#er will. 'e
will continue to consistently monitor our suppliers to ensure that this
promise is upheld. 'e will support initiati#es that ban inhumane practices
against animals.
5#8#:5 ;<'/: -9G;T
'e will speak out on human rights issues as wide ranging as child labour
and the plight of people. 'e will continue to ensure that our products are
sourced and produced in en#ironments that support our trading charter.
*-+T#CT +<- *,/:#T
'e will operate a sustainable business, ensuring all of our acti#ities are in
the best interests of the en#ironment. 'e will continue to set oursel#es
best practice goals for our en#ironmental performance and we will
campaign to protect and sustain our en#ironment.
/CT9=/T# #,8 #T##'
'e will de#elop internal and e$ternal initiati#es that enhance and promote
self esteem. 'e will continue to challenge the unrealistic beauty ideal
presented by the
beauty industry and use languages and images show respect and a real
1
o'#any !rofile4 566788999.65->)?@05)7.,)<8:A)>=A895)B9-B=+-8C)<7=2@BP+)1;A-.7?1
5!
re#erence for women.
T-#:GT;#: +<- C+''<:9T>
'e will use our success responsibly, to choose ingredients that are
responsibly har#ested and to trade where#er possible with communities in
need who can benefit from our business #ia our .ommunity Trade
program. 'e will de#elop and support initiati#es that contribute to the
economic, social and cultural growth of
communities.
5"
The Body Shop in *ong )ong
9n0&stry +!er!ie(
Hong Kong has only a few cosmetics manufacturers. Most of the brands distributed in Hong
Kong are supplied by overseas manufacturers.
'roduct , -aret Segmentation
Cosmetics products are segmented into High, Medium, and Low end. Almost all major
international brands are distributed in Hong Kong. amous brands li!e the following are
segmented as"

Segment !ypical @roducts

6igh ,ancome+ Auerlain+ )hristian ior+ 'stee ,uder+ 'liza#eth
Arden+ )liniBue+ Shisheido+ (a2 "actor+ Cevlon
(edium D
(edium-6igh
!he Body Shop+ "ancl+ 6-* @lus+ *lay+ @ond4s+
,ow $wong Sang !ong+ Snowflake

Supply Chain
or the supply chain, most overseas cosmetics manufacturers appoint importer in Hong Kong.
#hese importers sometimes also act as distributor or sole distributor responsible for distributing
the respective brands in the territory. #hey normally supply cosmetics products directly to chain
retailers li!e"
/ Supermarets
/ 0rug stores
/ Convenience stores
/ 0epartment stores
/ Cosmetics Specialty 1etailers 2e.g. SaSa3
5'
Consumption
Consumption of cosmetics and s!in$care products by young people is increasing rapidly, with
more new products entering this segment. %& protection is still a cool feature in an Asian city
li!e Hong Kong. 'n the other hand, cosmetics with natural ingredients have become more
popular.
'roduct Supply
(ith the opening up of mar!et in mainland China, most international brands now begin to set up
offices or even factories in China and supply products to Hong Kong.
5$
Competiti!e /nalysis
In this section, we will compare the products and marketing strategy of The Body Shop
*ong )ong (BS*)), with those of 6ancl and *13T.
Comparison on Competitive 0rivers
To ob&ecti#ely compare the competiti#e dri#ers of the three brands, we ha#e carried out
a sur#ey, with the results shown in the diagram below.

The Body
Shop
-ancl *1'2
Competitive
Drivers
Weigt S!"#e 3#41/5
S!"#e 3#4
1/5
S!"#e 3#4
1/5
#. Image 1/6 #7 #1 #1
1. Price 1/6 #7 #1 #8
9. Product 1/6 #7 #7 #7
8. +etail Strategy :
)istribution
1/6 #/ #7 #7
7. Promotion 1/6 7 #7 #7
TOTAL S!ore $% $& '(
4 Survey sample% 56 7(8ST students,peers in 7(

The results showed that BS*) seems to lag behind the other two brands in areas of
competiti#e dri#ers.

Brand 'osition
In this section, how the cosmetic companies brand themsel#es in the e$tremely e$citing
*ong )ong market is e$amined. The diagram below illustrates the pricing strategy and
product line mi$ of the ma&or cosmetic brands.
!0
BS*) has put most of its effort in the mid-range pricing, skincare portion of the market.
BS*) faces a #ery huge competition with 6ancl and *13T because of their close pricing
range and similar product mi$ (mainly skincare).
'roduct 9ife Cycle
8fter looking into the market positioning of the three brands, we would analy2e the
product mi$, in terms of product life cycle, from the three brands.
!1
'roduct 9ife Cycle : BS7(
'roduct 9ife Cycle : ;ancl
!2

'roduct 9ife Cycle : 7+<=

'roduct -ix and 'roduct 9ife Cycle
8s we demonstrate in the three diagrams, some obser#ations can be seen.
6or BS*), a large proportion of the product lines ha#e already attended the PmatureQ
and e#en PdeclineQ stage in the product life cycle, and this is certainly not a #ery good
situation for BS*). *owe#er, there can be opportunities if BS*) introduces some new
products and ad#ertise with celebrities.
6or 6ancl, the future is promising as they ha#e most of product lines at the Plaunch
brandQ and PgrowthQ stage in the cycle. Their ad#ertising strategy of using hot and
famous celebrities has been successfully backing the promotion campaign.
*13T has product lines distributed relati#ely e#enly in the first three stages of the cycle.
Their ad#ertising strategy is similar to that of 6ancl, and it has been working.
!%
Similar 0istribution Structure

8ll three brands are from foreign countries, and we ha#e found their distribution structure
/uite similar.

3ne thing that the distribution structure of BS*) differs from the others is that BS*) has
its own sales office in *ong )ong, while 6ancl and *13T retails would go through the
channel of importers and sales agents.
!4
Comparison on 'roduct ;eatures and Image
In this section, we use the table below to discuss other competiti#e factors worth
consideration.

trategi% /nalysis
In this section, based on the abo#e industry o#er#iew and conte$tual analysis, a S'3T
analysis on BS*) will first be conducted. Then, the key success factors for a company
to compete in *) cosmetic market will be identified. 'ith the help of these two analyses,
the competiti#e position of BS*) can then be concluded.
7;? 8an%l ;2+@
Breadth of product
line and selection
Broad, mainly skin
care
6air, but the line of
medicine is uni/ue
among three
6air
,roduct /uality +ood +ood +ood
Image (market
positioning)
7n#ironmental friendly 3- (3ffice -adies) 5oung or teenage
girls
,rice range :ost affordable Slightly more
e$pensi#e among
three brands
8ffordable
!5
S!<T *nalysis on BS7(
Strengths
Customer lo"alt"
Esta#lished #rand awareness
Image on en%ironment friendliness
Econom" of scale in production Lworldwide
mar*etsM
)ide range of products
Weaknesses
&an" products are in the mature: declining
stage
!o cele#rit" in promotion for attracting "oung
people
Sales %olume restricted #" the limited no? of
retail outlets
Opportunities
S*in care products for men who #ecome
concerning more a#out their s*in health
+eople #ecome mature in their earl" ages?
+eople prefer natural things to artificial ones?
Internet:e.commerce application on retailing
Threats
6pcoming competitors Le?g? HC'P and ,anclM
Recession = affecting the purchasing power of
the target mar*et
&ature mar*et = slow growth : competing in
grasping mar*et share

(ey Success ;actors
In the following, the key success factors for a company to win in the cosmetic market will be
identified. Based on the abo#e S'3T analysis and the identified key success factors, the
competiti#e positions of BS*) will also be discussed.

8a!orable image4rep&tation (ith b&yers: The percei#ed image usually has a greater impact
than the actual product functionality or /uality on purchasing decisions.
7rea0th o" pro0&%t line an0 pro0&%t sele%tion: ,eople ha#e the intension to buy cosmetic
products under the same brand due to the compatibility factor. If the product line and
selection is wide enough, the customers will be more willing to stick to the brands.
*ro0&%t a%%essibility: It is important to many consumable products (or called 6:.+), like
cosmetics.
Competitive 'osition of BS7(
Favorabl !"a#$r%&'a'!o( )!'* b&+r,
/N3 BSHK 5=0 = 9-AA--06=>A;05-? ;<=:- )1 -2C;+)2<-26=A 1+;-2?A;2-004 95;,5 <=6,5-0
9-AA 9;65 ;60 7+)?*,60 95-+- 2=6*+=A ;2:+-?;-260 =+- -<75=0;D-?. T5;0 ;<=:- ;0 5;:5A@
=,,-76-? >@ 65- 7*>A;, 0;2,- 7-)7A- 2)9 6-2? 6) =9=+- <)+- )2 -2C;+)2<-26=A 5-=A65 =2?
7+-1-+ <)+- 6) ,)0<-6;, 7+)?*,60 <=?- )1 2=6*+=A ;2:+-?;-260. M)+-)C-+4 )2- 06+)2: -?:-
)1 BSHK ;0 65=6 ;6 :=;20 <=2@ A)@=A ,*06)<-+0. M)+-)C-+4 65- O2=6*+=AP ;<=:- )1 ;60
7+)?*,60 =A0) 7+)H-,60 = 7)0;6;C- ;<=:- )2 ;60 7+)?*,6 1*2,6;)2=A;6;-0.
/-3 P-+5=70 +-06+;,6-? >@ ;60 ;<=:-4 BSHK 2-C-+ *0-0 ,-A->+;6;-0 ;2 H)2: K)2: 6)
7+)<)6- ;60 >+=2?0 =2? 7+)?*,60. H)9-C-+4 65;0 E;2? )1 =?C-+6;0;2: 06@A- ;0 7+)C-2 6) >-
!!
C-+@ -11-,6;C- )2 >*;A?;2: >+=2? =2? -2,)*+=:;2: 1;+06 6+;=A ;2 H)2: K)2: ,)0<-6;,
<=+E-6. B)65 H2ON =2? F=2,A4 BSHKF0 69) <=;2 ,)<7-6;6)+04 *0- 7)7 0;2:-+0 6)
7-2-6+=6- 65-;+ >+=2?0 6) 65- @)*2: 7-)7A-F0 <=+E-6.

Bra'* o- Pro.&/' L!( 0 Sl/'!o(

/N3 C*06)<-+0 5=C- = 9;?- +=2:- )1 ,5);,- )2 BSHKF0 0E;2 ,=+- 7+)?*,604 +=2:;2: 1+)<
:-A 6) 7)9?-+ =2? 1+)< 1=,- 6) 65- 95)A- >)?@. B-0;?-0 0E;2 ,=+- 7+)?*,604 BSHK =A0)
0-AA0 ,)A)+ 7+)?*,60 =2? )65-+ =,,-00)+;-04 65)*:5 65-0- E;2?0 )1 7+)?*,60 =+- 2)6 65-
-<75=0-0. W;65 65;0 9;?- 7+)?*,6 A;2-4 BSHK ;0 =>A- 6) ,)C-+ <=2@ ?;11-+-26 6=+:-6
0-:<-260.

/-3 AA65)*:5 BSHK 5=0 2-9 7+)?*,60 1+)< 6;<- 6) 6;<-4 <)06 )1 65- 7+)?*,60 =+- ;2 65-;+
<=6*+- )+ ?-,A;2;2: 06=:-. BSHK 05)*A? 06+-2:65-2 ;60 7+)?*,6 ;22)C=6;)2 ,=7=>;A;6@ 6)
,=6-+ 1)+ 65- ?@2=<;, ,*06)<-+ 2--?0 =2? +-=,6 6) ,)<7-6;6)+0F <)C-<-26.
Pro.&/' A//,,!b!l!'+

/N3 BSHK 5=0 <)+- 07-,;=A6@ 05)70 65=2 ;60 <=H)+ ,)<7-6;6)+04 H2ON =2? F=2,A =2? ;60
05)70 =+- A),=6-? ;2 <=2@ 7+;<- A),=6;)204 0*,5 =0 A=+:- 05)77;2: <=AA0 =2? 05)77;2:0
06+--60.

/-3 H)9-C-+4 BSHK 0-AA0 ;60 7+)?*,6 )2A@ 65+)*:5 ;60 07-,;=A6@ 05)70. T5- )7-+=6;2: ,)06
)1 07-,;=A6@ 05)70 =+- 5;:54 ,)<7=+-? 9;65 *0;2: ?;06+;>*6;)2 ;26-+<-?;=+;-04 =2? 65- 0=A-0
C)A*<- ;0 +-06+;,6-? >@ 65- 2*<>-+ )1 )*6A-60 )7-+=6-?. M=2@ )65-+ >+=2?04 )2 65-
,)26+=+@4 *0- )65-+ ?;06+;>*6;)2 ,5=22-A04 0*,5 =0 ?-7=+6<-26 06)+-04 W=60)2F0 )+ -C-2
0*7-+<=+E-64 6) 9;?-2 65-;+ <=+E-6 ,)C-+=:-. T5;0 A;<;6-? 0=A-0 ,5=22-A <=@ 7*6 BSHK
=6 +;0E )1 A)0;2: ,*06)<-+0 95) 1;2? ;6 ;2,)2C-2;-26 6) <=E- = 7*+,5=0-.
(
(
S)*+,- +n)ustry "verview4 566788;5)<-.*06.5E8Q;<A0@87=+61.56<. o'#etitive (nalysis4
566788;5)<-.*06.5E8Q;<A0@87=+62.56<. Strategic (nalysis4 566788;5)<-.*06.5E8Q;<A0@87=+64.56<
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PRINCIPLES OF MARKETING
MGMT202 001
B-A0-0210-0 Laura Chiang
B-A0-0211-3 Angeina Chiu
B-A0-0301-! "i#$%r Si
B-A0-03!1-3 Se&a'e (%
B-A0-0)**-3 An+rea L%i
B-A1-03),-2 -ui Lai
.
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