Marketing Analysis of the Body Shop in Indonesia

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Marketing Analysis of
The Body Shop
in Indonesia

By:
Raras Cynanthia
110211679
Marketing Management Practice MSc Postgraduate Programme
Management School
University of Sheffield

WORD COUNT (excludes title page, contents page, reference list and appendices) = 3.997 TABLE OF CONTENTS

TABLE OF CONTENTS............................................................................................................ 2 1. Introduction ............................................................................................................................ 4 2. Company Background............................................................................................................. 4 3. The Business Environment .................................................................................................... 5 3.1 The Macro Environment ........................................................................................... 5 3.1.1. Political Environment............................................................................... 5 3.1.2. Economic Environment............................................................................. 5 3.1.3. Socio Cultural Environment .................................................................... 6 3.1.4. Technological Environment ..................................................................... 6 3.2 The Micro Environment............................................................................................ 7 3.2.1 Competitor Analysis................................................................................... 7 3.2.2 Consumer Behavior Analysys.................................................................... 9 3.2.2.1 Green Consumer Behavior.......................................................... 9 4. Green Marketing Mix ........................................................................................................... 10 4.1 Product..................................................................................................................... 10 4.1.1 Product Mix.............................................................................................. 11 4.1.2 Branding Strategies.................................................................................. 11 4.2 Price......................................................................................................................... 12 4.3 Promotion................................................................................................................ 12

4.3.1 Corporate Image and Issue Advertising................................................... 12 4.3.1.1 Corporate Image Advertising.................................................... 12 4.3.1.2 Corporate Issue Advertising...................................................... 13 4.3.2 Consumer-oriented Promotion................................................................. 13 4.3.2.1 Price-offs................................................................................... 13 4.3.2.2 Member Card............................................................................. 13 4.3.2.3 Packet........................................................................................ 14 4.4 Place and Distribution ............................................................................................ 14 5. The Segmentation, Targeting, and Positioning Strategy....................................................... 14 5.1 The Segmentation Strategy..................................................................................... 14 5.1.1 Segmenting by Demographic................................................................... 14 5.1.2 Segmenting by Behavior.......................................................................... 15 5.2 The Targeting Strategy............................................................................................ 15 5.3 The Positioning...
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