Presentacion body shop

MCC 2011 – 2012Blanca Domínguez PiñónAlberto Gallego-Casilda Benítez

There is no scientifc answer for There is no scientifc answer for success,success,You can not defne it, You can not defne it, you just have to live it and do it.you just have to live it and do it.

Anita Roddick. Anita Roddick. Founder of The Body ShopFounder of The Body Shop

External AnalysisExternal Analysis

●Cosmetic industry : survival in the economical crisis.Cosmetic industry : survival in the economical crisis.

●International Holdings Companies.International Holdings Companies.

●Natural Cosmetic: 2% of the cosmetic market and growingNatural Cosmetic: 2% of the cosmetic market and growing

●Spanish Market: Spanish Market:

●Cosmetic: 6028 millions €Cosmetic: 6028 millions €

●Natural Cosmetic: 350 millions €Natural Cosmetic: 350 millions €

PEST AnalysisPEST Analysis

PEST AnalysisPEST Analysis

Political & legalLack of legislationLack of legislation

No certification laws No certification laws for for

Natural – organic Natural – organic productsproducts

PEST AnalysisPEST Analysis

Political & legalLack of legislationLack of legislation

No certification laws No certification laws for for

Natural – organic Natural – organic productsproducts

EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in behavior: Changes in behavior: distribution brandsdistribution brands

PEST AnalysisPEST Analysis

Political & legalLack of legislationLack of legislation

No certification laws No certification laws for for

Natural – organic Natural – organic productsproducts

EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in Changes in consumption: consumption: distribution brandsdistribution brands

Social Ecological boomEcological boom

Environmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees

PEST AnalysisPEST Analysis

Political & legalLack of legislationLack of legislation

No certification laws No certification laws for for

Natural – organic Natural – organic productsproducts

EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in Changes in consumption: consumption: distribution brandsdistribution brands

Social Ecological boomEcological boom

Environmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees

TechnologicalInternetInternetR&D in natural R&D in natural cosmeticcosmetic

PORTER Analysis

PORTER Analysis

Threat of new entrantsDifficultyDifficultyHight InvestementHight InvestementAdvertisign & Advertisign & promotionpromotionFranchise as productFranchise as product

PORTER Analysis

Rivalry between competitorsCompetitive BusinessCompetitive BusinessSegmentation & Segmentation & diversificationdiversificationNatural Cosmetic Natural Cosmetic becoming competitivebecoming competitive

PORTER Analysis

Power of Suppliers

Fair Trade (RSC of Fair Trade (RSC of The Body Shop)The Body Shop)

Product QualityProduct Quality

PORTER Analysis

Power of Buyers

Consumers. Reaction Consumers. Reaction to the offerto the offer

Franchisees. No Franchisees. No negociation powernegociation power

PORTER Analysis

Substitute ProductsConsumers. Wide Consumers. Wide range of possibilitiesrange of possibilities

Franchisees. Franchisees. Brand reputation as Brand reputation as key factorkey factor

PORTER Analysis Conclusions

●Balanced power between suppliers and companyBalanced power between suppliers and company

●Limited power of consumers and francheseesLimited power of consumers and franchesees

●Hight investment as barrierHight investment as barrier

●Hightly competitive industryHightly competitive industry

COMPETITORS

COMPETITORS

NATURAL & ORGANIC

DIVERSIFICATION

LOW COST vs. PREMIUM

COMPETITORS

MASS MARKET BRANDS

NATURAL COSMETIC BRANDS

PREMIUM BRANDS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS

COMPETITORS CONCLUSSIONS

THE BODY SHOP POSITION : ORGANIC + RSC

INTERNAL ANALYSIS

INTERNAL ANALYSIS

1976. First Store1976. First Store in Brighton UKin Brighton UK

1984. London 1984. London Stock ExchangueStock Exchangue

1990. The Body1990. The BodyShop FoundationShop Foundation

INTERNAL ANALYSIS

1976. first Store1976. first Store in Brighton UKin Brighton UK

1984. London 1984. London Stock ExchangueStock Exchangue

1990. The Body1990. The BodyShop FoundationShop Foundation

1994. The Body 1994. The Body Shop at homeShop at home

2006. L'oreal 2006. L'oreal GroupGroup

2008. Brand2008. BrandRenovationRenovation

INTERNAL ANALYSIS

Integrated into L'Oreal holding since 2006. Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity

INTERNAL ANALYSIS

Integrated into L'Oreal holding since 2006. Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity

Stores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain1087 own stores 11 onws1087 own stores 11 onws1526 franchises 56 franchesees1526 franchises 56 franchesees

Products only available in The Body Shop Stores Products only available in The Body Shop Stores

MISSION, VISION, VALUES

MISSION, VISION, VALUES

The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed

Anita Roddick

MISSION, VISION, VALUES

The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed

Anita Roddick

The vision of The Body Shop is to show how ethics and social responsibilty are fully integrated in work. Slogan “Trying to do well”

The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed

The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed

The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed

MISSION, VISION, VALUES

CSR

CSR

ETHICAL TRADINGBASIC CODE

THE BRAND

● ETHICAL BRANDING

CSR applied to brand● IDENTITY

Based on the values ● GREEN & CONCIOUS

As Brand caracter

THE BRAND

THE BRAND

THE BRAND PERCEPTION

THE BRAND PERCEPTION

THE BRAND PERCEPTION

THE BRAND PERCEPTION

POSITIVE

THE BRAND PERCEPTION

POSITIVE ETHICAL

THE BRAND PERCEPTION

POSITIVE ETHICAL

RELIABLE

THE BRAND PERCEPTION

POSITIVE ETHICAL

RELIABLE ECOLOGICAL

CONSUMERCONSUMER● WOMEN 25 – 40WOMEN 25 – 40● LOYALTYLOYALTY● AGING POPULATIONAGING POPULATION● MENMEN

TARGET

CONSUMERCONSUMER● WOMEN 25 – 40WOMEN 25 – 40● LOYALTYLOYALTY● AGING POPULATIONAGING POPULATION● MENMEN

TARGETFRANCHISEESFRANCHISEES

● 56 STORES in Spain56 STORES in Spain● POTENTIALPOTENTIAL

COMMUNICATION ANALYSISCOMMUNICATION ANALYSIS

● Brand Values● The Body Shop Foundation actions● No mass media● Guerrilla Marketing & Word of mouth● Humanitarian Actions● Strength of the company

COMMUNICATION STYLECOMMUNICATION STYLE

coherence ethical

COMMUNICATION TONECOMMUNICATION TONE

friendly reliable

COMMUNICATION TONECOMMUNICATION TONE

ONLINE COMMUNICATION

ONLINE COMMUNICATION

Key words & descripion metadata SEO

ONLINE COMMUNICATION

ONLINE COMMUNICATION

ONLINE COMMUNICATION

ONLINE COMMUNICATION

ACTIVE PROFILES

CONTENTSCREATION

FREQUENTUPDATE

INTERACTIVITY FRIENDLYTONE

COMMUNITYMANAGEMENT

ONLINE COMMUNICATION

SMALL NUMBER OF FOLLOWERS, LIKERS, PINNEST, VIEWERS

PUBLIC RELATIONS

PUBLIC RELATIONS

NEW VISUAL IDENTITY

PUBLIC RELATIONS

NEW VISUAL IDENTITY BRAND AMBASSADORS

PUBLIC RELATIONS

NEW VISUAL IDENTITY BRAND AMBASSADORS

“PULSE” STORE

PUBLIC RELATIONS

NEW VISUAL IDENTITY BRAND AMBASSADORS

“PULSE” STOREPRODUCTS

PROMINENCE

PULSE STORE

BRAND AMBASSADOR: LILY COLE

PRODUCTS

ACTIONS AND CHAMPAIGNS

ACTIONS AND CHAMPAIGNS

VALUES OF THE COMPANY

ACTIONS AND CHAMPAIGNS

VALUES OF THE COMPANY

ACTIONS AND CHAMPAIGNS

VALUES OF THE COMPANY

ACTIONS AND CHAMPAIGNS

VALUES OF THE COMPANY

ACTIONS AND CHAMPAIGNS

SWOTSWOT

SWOTSWOT

StrengthsViral MarketingViral Marketing

Community of consumerCommunity of consumerCSRCSR

Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support

SWOTSWOT

WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target

StrengthsViral MarketingViral Marketing

Community of consumerCommunity of consumerCSRCSR

Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support

SWOTSWOT

Opportunities Product developmentProduct development

Male targetMale targetEco BoomEco Boom

Online StoreOnline StoreAging populationAging population

StrengthsViral MarketingViral Marketing

Community of consumerCommunity of consumerCSRCSR

Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support

WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target

SWOTSWOT

Opportunities Product developmentProduct development

Male targetMale targetEco BoomEco Boom

Online StoreOnline StoreAging populationAging population

StrengthsViral MarketingViral Marketing

Community of consumerCommunity of consumerCSRCSR

Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support

WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target

ThreatsL'Oreal valuesL'Oreal valuesCompetitorsCompetitorsSuppliersSuppliers

CONCLUSIONSCONCLUSIONS

SO FAR SO GOODSO FAR SO GOOD

Recent strategy is changing the communciation of the Recent strategy is changing the communciation of the companycompany

CONCLUSIONSCONCLUSIONS

Recent strategy is changing the communciation of the Recent strategy is changing the communciation of the companycompany

RECOMMENDATIONSRECOMMENDATIONS

● New target: Premium consumer, youngers and maleNew target: Premium consumer, youngers and male

● Reinforce communication with franchiseesReinforce communication with franchisees

● Use Mass MediaUse Mass Media

● Reinforce Online StrategyReinforce Online Strategy

Proposal

Strategy

Strategy

Tactical positioningTactical positioning

Change perception of Change perception of the brand the brand

Focus on Premium, Focus on Premium, young and male targetyoung and male target

Actions by target: Actions by target:

Consumer & Consumer & FranchiseesFranchisees

Strategy

ChannelsChannels

THE STORESTHE STORES

ON LINEON LINE

OFF LINEOFF LINE

Strategy

PrinciplesPrinciples

The BrandThe Brand+ The Products+ The Products

Maintenance ofMaintenance ofEthical ValuesEthical ValuesIn In communicationcommunication

ON LINE COMMUNICATION

ON LINE COMMUNICATION

MAINTAININGON LINE BRAND

REPUTATION

ON LINE COMMUNICATION

MAINTAININGON LINE BRAND

REPUTATION

GENERATETRAFFIC TO THE

WEBSITE

ON LINE COMMUNICATION

MAINTAININGON LINE BRAND

REPUTATION

GENERATETRAFFIC TO THE

WEBSITE

INCREASESOCIAL MEDIAFOLLOWERS

ON LINE COMMUNICATION

MAINTAININGON LINE BRAND

REPUTATION

GENERATETRAFFIC TO THE

WEBSITE

INCREASESOCIAL MEDIAFOLLOWERS

IMPLEMENTSEO & SEMSTRATEGY

MAINTAININGON LINE BRAND

REPUTATION

ON LINE COMMUNICATION

MAINTAININGON LINE BRAND

REPUTATION

GENERATETRAFFIC TO THE

WEBSITE

INCREASESOCIAL MEDIAFOLLOWERS

IMPLEMENTSEO & SEMSTRATEGY

MAINTAININGON LINE BRAND

REPUTATION

INCREASERANGE OF

ONLINECAMPAIGNS

ON LINE COMMUNICATIONWEBSITE

HTML SEO

ON LINE COMMUNICATIONWEBSITE

DescriptionThe Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el

comercio justo. Cosmética naturalde confianza

HTML SEO

ON LINE COMMUNICATIONWEBSITE

DescriptionThe Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el

comercio justo. Cosmética naturalde confianza

Meta Tags“Natural Cosmetic” - “Sustainable Beauty”

“Fair trade cosmetics” - “Natural beauty products”“Cosmetic ethics”

...

NEW SECTIONS

ON LINE COMMUNICATIONWEBSITE

NEW SECTIONS

ON LINE COMMUNICATIONWEBSITE

REINFORCE 2.0 STRATEGYInteractivity between users and the company

NEW SECTIONS

ON LINE COMMUNICATIONWEBSITE

REINFORCE 2.0 STRATEGYInteractivity between users and the company

Your Body Shopexperience

AskThe Body Shop

NEW SECTIONS

ON LINE COMMUNICATIONWEBSITE

REINFORCE 2.0 STRATEGYInteractivity between users and the company

Your Body Shopexperience

AskThe Body Shop

REINFORCE CONECTION BETWEENWEBSITE AND SOCIAL MEDIA PROFILE

ON LINE COMMUNICATIONSOCIAL MEDIA

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

Ask for proposalFor

RSC

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

Ask for proposalFor

RSC

Pay with a tweetPay with a “like”

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

Ask for proposalFor

RSC

Pay with a tweetPay with a “like”

Community Management

System

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

Ask for proposalFor

RSC

Pay with a tweetPay with a “like”

Community Management

System

The Body ShopBlog

ON LINE COMMUNICATIONSOCIAL MEDIA

Promotions in all the social

media &sites

Ask for proposalFor

RSC

Pay with a tweetPay with a “like”

Community Management

System

The Body ShopBlog

Monitoringforums

ON LINE COMMUNICATIONCAMPAIGNS

ON LINE COMMUNICATIONACTIONS

SmartphoneApp

Geolocation

ON LINE COMMUNICATIONPUBLIC RELATIONS

EventsFor

Bloggers

ON LINE COMMUNICATIONINTERNAL TARGET

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

CORPORATE INTRANETVirtual community

Reference siteForumsTraining

Monitoring system

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

SENSE OF BELONGING

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

CORPORATE BLOG

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

CORPORATE EVENTS

CORPORATE VIDEOS

ON LINE COMMUNICATIONINTERNAL TARGET

PROVIDERSFRANCHISEES

STAFF

TRAININGPROGRAM

EXTERNAL COMMUNICATION

New ChannelsNo BounderiesNew Concepts

EXTERNAL COMMUNICATIONTHE STORE

“Pulse, a heartbeat in the Community”

EXTERNAL COMMUNICATIONTHE STORE

“Pulse, a heartbeat in the Community”

Goal: Goal: Create an unique shopping experience, generating a Create an unique shopping experience, generating a greater consumer traffic in stores, both owned stores an greater consumer traffic in stores, both owned stores an franchises. Increase by 10% turnover of establishments franchises. Increase by 10% turnover of establishments nationwide.nationwide.

EXTERNAL COMMUNICATIONTHE STORE

“Pulse, a heartbeat in the Community”

Modern design with an air of boutique Modern design with an air of boutique Unique shopping experience Unique shopping experience Tables with stories Tables with stories Client flow controlled Client flow controlled A corner to gift-wrapping A corner to gift-wrapping Storytelling . ValuesStorytelling . Values

EXTERNAL COMMUNICATIONGREEN POINT

EXTERNAL COMMUNICATIONGREEN POINT

Goal: Promote the environment respect Of The Body Shop

EXTERNAL COMMUNICATIONGREEN POINT

Goal: Promote the environment respect Of The Body Shop

Sponsorship with MadridCity Council. Bicycles able to use withThe fidelity card of The Body Shop

EXTERNAL COMMUNICATIONECO SHELTERS

EXTERNAL COMMUNICATIONECO SHELTERS

Goal: Associate The Body Shop brand as a premium option

EXTERNAL COMMUNICATIONMETRO GOYA STATION

EXTERNAL COMMUNICATIONMETRO GOYA STATION

Impact of 200,000 people. To get users of the station to become brand prescriptors, and that the brand becomes part of their everyday life Generate expectation and interaction

EXTERNAL COMMUNICATIONROCK YOUR BODY

EXTERNAL COMMUNICATIONROCK YOUR BODY

Impact of 500,000 people. Sponsoring areas of the main parks in Madrid in order to create an emotionalbond between brand and consumers.

EXTERNAL COMMUNICATIONCHARITY ACTIONS

EXTERNAL COMMUNICATIONCHARITY ACTIONS 360 strategy. Promotion on social media and in the space “Rock Your Body” in the Retiro Park. The aim is that the prescriptors of the brand support the initiative following the social media profile of the company Donations of the users: Pay with a Tweet or a LikeFor instance: Valencia fire

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

TIMMING & BUDGET

THANKS FOR

YOURATENTION