Mr.Jianzhi Deng
Abstract
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
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
References: Beltramini, R.F. (1982) Advertising perceived believability scale. In D. R. Corrigan Brierley, S Prior (2012) HYPERLINK "http://www.emeraldinsight.com/journals.htm?articleid=17012785" http://www.emeraldinsight.com/journals.htm?articleid=17012785 Robson, C