Public Relation: Body Shop

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  • Topic: Anita Roddick, The Body Shop, Fair trade
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  • Published : July 29, 2011
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Higher Diploma
In International Business and Management

Public Relation: Strategic Planning & Management
Title: Eco- friendliness
Company: Body shop

Name: Nguyen Thi Phuong Thao (G0794337M)
Batch Course: HIBD5 1037A
Lecturer: K Paramasivam
Date: 23 November 2010

Contents
Page
1.Introduction of Body shop …………………………………… 3 2.Vision and values of company ………………………………... 4 3.Body shop’s target publics ……………………………………. 4 a.Customers
b.Employees
c.Mass Media
d.Suppliers
e.Government regulator
4.PR activities initiated by the Body shop……………………… 8 5.Evaluation ……………………………………………………… 8 6.References ……………………………………………………… 9 7.Appendix A ……………………………………………………. 10 8.Appendix B …………………………………………………….. 11

1.Introduction
Body shop was founded in UK in 1976 by Dame Anita Roddick, and now has over 2,400 stores in 61 countries, with a range of over 1,200 products. It is part of the L’Oreal family. People know Body shop the original natural and ethical beauty brand that has products made from the best and freshest raw materials in the world. Over 20 years ago, Body shop set up its own fair trade program, called Community Trade. It believes this level of commitment to trading fairly is unique in the cosmetics industry. Community Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of its products contain Community Trade ingredients. Body shop is an excellent leader in promoting the 5 core values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet. In the Body shop Values Report for 2009, it stated: “we are passionate about living our Values and responding to the growing challenges of living in a consumer society that is also in harmony with the planet.” This report will now focus on how Body shop has practiced eco-friendliness and the way it has promoted and persuaded its target publics to practice eco-friendliness.

2.Vision and Values

“I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision.” said Dame Anita Roddick - Human Rights Activist - Founder of the Body Shop. Generally speaking, the company concerns and cares about not only producing and selling products but how publics think about it as well. The Body Shop knows very well that when we care about target customers, employees, suppliers or financial institutions, its values create a solid long term relationship, which is the key to grow a life-long business. More than that, the obsession about the impact of climate changes and animal testing, the organization always keeps in its mind the questions: -How do we ensure that our products and ingredients are responsibly sourced? -How are we minimizing our impact on the environment?

-How do we ensure that our products and ingredients aren’t tested on animal? -How do we make our customers, staff and suppliers fell good about themselves? -What do we achieve by campaigning?
The report will now pay attention to these questions with detailed target publics one by one to fully understand what The Body Shop has done and will do in the future to achieve a life-long relationship with its target audiences and promote its meaningful image and trustworthy reputation in the world. 3.The Body Shop’s target publics:

A.Customers:
If putting a simple look on The Body Shop’s products people may believe that it is definitely a beauty cosmetic brand which helps female look gorgeous. However, it does not stop at that limit but more than that, The Body Shop strongly thinks its mission is helping its customers look good, feel great and be confident enough. This is exactly a perfect beauty should be. Therefore, the company really wants every product sold to customers must be as natural as possible. The raw materials are taken...
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