Bodyshop Brand and Branding

The Body Shop

Brand Audit

1325641

Contents

1. Brand Overview________________________________________________ 3
1.1 Brand History_________________________________________________ 3
1.2 Product Category ______________________________________________4
2. The Brand Owning Organisation___________________________________4
3. Brand Value Proposition_________________________________________ 5
4. Brand Communications Audit ____________________________________ 6
5. Product Category Audit _________________________________________ 8
6. Product Category Competitor and substitute Analysis__________________ 9
7. Key strategic Market Drivers_____________________________________12
8. SWOT Analysis_______________________________________________13
9. Conclusion___________________________________________________14
10. References __________________________________________________15

1. Brand Overview

The Body Shop is famously known for its ethical approach to business, fair trade, 100% vegetarian products and being against animal testing (thebodyshop.co.uk, n.d.). The company believes in following their five core values which are: to support community fair trade – using small medium sized suppliers, defend human rights – create an awareness of domestic dispute and child abuse, against animal testing, activate self-esteem – looking after their customers and their employees and lastly protecting the planet – reducing CO2 levels, electricity, gas and water (thebodyshop.co.uk, n.d). The Body Shop has also created their own charity, The Body Shop foundation that was launched in 1990, emphasising on their 5 core values.

1.1. Brand History

Anita Roddick, a human rights activist and environmentalist founded the company in the United Kingdom in 1976. The first store was opened in Brighton; the store was on a small scale and only sold 25 different products. A spirit of environmental friendliness dominated the brand by encouraging its customers to recycle;

References: BBC NEWS (2007) Dame Anita Roddick dies aged 64. [online] Available at: http://news.bbc.co.uk/1/hi/uk/6988343.stm [Accessed: 6 November 2012]. Belch, G, E. Belch, M, A. (2009). Advertising and promotion. 8th ed. Boston: McGraw-Hill. Body Shop. (2012). About us. Available online at: http://www.thebodyshop.co.uk/services/aboutus.aspx [Accessed on 13/11/12]. Chesters A.. (2011). A Brief History Of The Body Shop. Available: http://www.guardian.co.uk/fashion/fashion-blog/2011/nov/21/brief-history-of-body-shop. Last accessed 2012. ICMR (2012) [online] Available at: http://www.icmrindia.org/casestudies/catalogue/marketing/mktg181.html [Accessed: 15 Nov 2012]. Insider Media Limited (2012) Pre-tax profit boost for 'resilient ' The Body Shop. [online] Available at: http://www.insidermedia.com/insider/south-east/73583-pre-tax-profit-boost-resilient-body-shop/index.html [Accessed: 7 November 2012]. L 'Oreal (2011) The Body Shop. [online] Available at: http://www.loreal-finance.com/eng/brands/the-body-shop [Accessed: 2 November 2012]. L 'oreal (2011) ANNUAL REPORT 2011. [e-book] Paris: L 'Oreal. p.64-65. Available through: PDF http://www.loreal.com/_en/_ww/html/company/pdf/LOREAL_RA2011_HD_27032012_EN.pdf [Accessed: 7 November 2012]. L 'oreal (2012) HALF-YEAR FINANCIAL REPORT 2012. [e-book] Paris: L 'Oreal. p.16. Available through: PDF http://www.loreal-finance.com/_docs/us/half_year_report_2012/RFS2012_UK_FINAL.PDF [Accessed: 5 November 2012]. Marketing Week. (2010). Body Shop brings McCann to work on the brand. Available online at: http://www.marketingweek.co.uk/news/body-shop-brings-in-mccann-to-work-on-the-brand/3013435.article [Accessed on 13/11/12]. Mintel (2012) [online] Available at: http://cademic.mintel.com/display/280578/?highlight=true [Accessed: 15 Nov 2012]. Roddick A.. (2003). About Dane Anita Roddick. Available: http://www.anitaroddick.com/aboutanita.php. Last accessed 2012. Rusch, R, D. (2012). Is advertising effective in brand building? Available online at: http://www.brandchannel.com/features_effect.asp?pf_id=139 [Accessed on 13/11/12]. Smithers, R. (2011) Store Wars: the Body Shop and Lush | Money | guardian.co.uk. [online] Available at: http://www.guardian.co.uk/money/poll/2011/nov/25/store-wars-body-shop-lush [Accessed: 16 Nov 2012]. The Body Shop. (2012). Body Moisturisers. Available: http://www.thebodyshop.co.uk/bath-body-care/body-moisturisers.aspx. Last accessed 2012. The Body Shop (2012) The Body Shop. [online] Available at: http://www.thebodyshop.co.uk/ [Accessed: 8 November 2012]. The Body Shop International plc.(2012). Our History. Available at: http://www.thebodyshop.co.uk/services/aboutus_history.aspx. Last accessed 2012. Thunped. (2012). The Body Shop love your body campaign. Available online at: http://www.thumped.co.uk/advertising/body-shop.php [Accessed on 13/11/12]. Yeshin, T. (2006). Advertising. Australia: South-Western.