Mr.Jianzhi Deng

Topics: Marketing, Customer service, Brand management Pages: 13 (6994 words) Published: November 3, 2014

The use of cosmetics including skin care products and makeup in any form is undeniable in human life especially females but nowadays, people pay more attention on health and natural products. UK market has a huge demand for natural skin care products making it a huge market for such companies. In this study, two companies who have strong stance against animal testing, use of natural product and environmentally safe process will be discussed, compared and analyzed so that differences and similarities in the market strategies used by both companies can be found out. Six main factors are studied to find the market competitiveness of both brands including product quality, brand, supplier, customers’ service, innovation and development, packaging etc. The results indicate that Body Shop has more customer awareness and competitive strategies as compare to Lush. According to the survey, Lush is more focused on the use of social media for their marketing and ignoring the rest of the medias whereas Body Shop has a better marketing mix. In this study, supervisor feedback is also integrated which help in better linking of literature review with the survey results. Moreover, I also utilized the supervisor’s comments regarding questionnaire to make it better and cover more aspects of the study. The comments regarding the methodology of the study are also completely used which help to make it much better and design the data analysis steps properly. Finally the number of respondents for the study is also increased from the initial number 15 to 50 which helps to cover more customer range and increase the reliability and accuracy of the questionnaire results. Chapter 1INTRODUCTIONThis chapter deals with the research topic, its background, purpose and relevance. Moreover, significance of this issue in the present world is also elaborated. Furthermore, the chapter provides the research framework and the thesis structure. 1.1 Background

Nowadays, cosmetics are considered as one of the basic necessities especially for females. The word cosmetics include all the skin care products as well as makeup products. Market is full of cosmetics brands and different types of skin care products. The decision of which brand to prefer vary with a number of factors like the brand reputation, price, recommendation, innovation, customer services, packaging etc. This study deals with two cosmetics brands Lush and Body Shop. Lush as a new brand which is set up in 1994 in the British how will it do to competition with old brands - The Body Shop. Lush and The Body Shop have some same direction, for example: They are against animal testing, the production of products with natural ingredients and the product type is similar and so on. The difference of them is main products and marketing strategies and so on. Therefore I will explore the characteristic of their products and combining with the actual situation of current skin care market. Then I will analyses which company can attract more customers.1.2 Problem StatementNowadays, people pay more attention on health and natural products. Nichol (2009) reported that there has been a higher demand on natural skin care product in the UK, this make this industry has more competitive. There are many highly successful companies in the skin care market. For this work, I will focus on Lush and The Body Shop. Lush is a new brand which set up in 1994 in the UK by Mark Constantine who worked in The Body Shop. Today, Lush has developed rapidly in this industry. According to "Lush Ltd. Company Profiles"(n.d.) there are 700 shops in 40 countries in the world; most of the products are handmade, natural, environmental and edible. "An introduction to Lush" (n.d.) reported that Lush never uses animal testing and there are six manufacturing facilities in the world to ensure the products are fresh. Steinweg and Seteren (2012) found the main competitor of Lush is The Body Shop. The Body Shop has made...

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