presentacion body shop
TRANSCRIPT
MCC 2011 – 2012Blanca Domínguez PiñónAlberto Gallego-Casilda Benítez
There is no scientifc answer for There is no scientifc answer for success,success,You can not defne it, You can not defne it, you just have to live it and do it.you just have to live it and do it.
Anita Roddick. Anita Roddick. Founder of The Body ShopFounder of The Body Shop
External AnalysisExternal Analysis
●Cosmetic industry : survival in the economical crisis.Cosmetic industry : survival in the economical crisis.
●International Holdings Companies.International Holdings Companies.
●Natural Cosmetic: 2% of the cosmetic market and growingNatural Cosmetic: 2% of the cosmetic market and growing
●Spanish Market: Spanish Market:
●Cosmetic: 6028 millions €Cosmetic: 6028 millions €
●Natural Cosmetic: 350 millions €Natural Cosmetic: 350 millions €
PEST AnalysisPEST Analysis
PEST AnalysisPEST Analysis
Political & legalLack of legislationLack of legislation
No certification laws No certification laws for for
Natural – organic Natural – organic productsproducts
PEST AnalysisPEST Analysis
Political & legalLack of legislationLack of legislation
No certification laws No certification laws for for
Natural – organic Natural – organic productsproducts
EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in behavior: Changes in behavior: distribution brandsdistribution brands
PEST AnalysisPEST Analysis
Political & legalLack of legislationLack of legislation
No certification laws No certification laws for for
Natural – organic Natural – organic productsproducts
EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in Changes in consumption: consumption: distribution brandsdistribution brands
Social Ecological boomEcological boom
Environmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees
PEST AnalysisPEST Analysis
Political & legalLack of legislationLack of legislation
No certification laws No certification laws for for
Natural – organic Natural – organic productsproducts
EconomicalCrisis. No creditCrisis. No credit-5% in consumption-5% in consumptionChanges in Changes in consumption: consumption: distribution brandsdistribution brands
Social Ecological boomEcological boom
Environmental impactEnvironmental impactSelf-employmentSelf-employmentNew franchiseesNew franchisees
TechnologicalInternetInternetR&D in natural R&D in natural cosmeticcosmetic
PORTER Analysis
PORTER Analysis
Threat of new entrantsDifficultyDifficultyHight InvestementHight InvestementAdvertisign & Advertisign & promotionpromotionFranchise as productFranchise as product
PORTER Analysis
Rivalry between competitorsCompetitive BusinessCompetitive BusinessSegmentation & Segmentation & diversificationdiversificationNatural Cosmetic Natural Cosmetic becoming competitivebecoming competitive
PORTER Analysis
Power of Suppliers
Fair Trade (RSC of Fair Trade (RSC of The Body Shop)The Body Shop)
Product QualityProduct Quality
PORTER Analysis
Power of Buyers
Consumers. Reaction Consumers. Reaction to the offerto the offer
Franchisees. No Franchisees. No negociation powernegociation power
PORTER Analysis
Substitute ProductsConsumers. Wide Consumers. Wide range of possibilitiesrange of possibilities
Franchisees. Franchisees. Brand reputation as Brand reputation as key factorkey factor
PORTER Analysis Conclusions
●Balanced power between suppliers and companyBalanced power between suppliers and company
●Limited power of consumers and francheseesLimited power of consumers and franchesees
●Hight investment as barrierHight investment as barrier
●Hightly competitive industryHightly competitive industry
COMPETITORS
COMPETITORS
NATURAL & ORGANIC
DIVERSIFICATION
LOW COST vs. PREMIUM
COMPETITORS
MASS MARKET BRANDS
NATURAL COSMETIC BRANDS
PREMIUM BRANDS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS CONCLUSSIONS
THE BODY SHOP POSITION : ORGANIC + RSC
INTERNAL ANALYSIS
INTERNAL ANALYSIS
1976. First Store1976. First Store in Brighton UKin Brighton UK
1984. London 1984. London Stock ExchangueStock Exchangue
1990. The Body1990. The BodyShop FoundationShop Foundation
INTERNAL ANALYSIS
1976. first Store1976. first Store in Brighton UKin Brighton UK
1984. London 1984. London Stock ExchangueStock Exchangue
1990. The Body1990. The BodyShop FoundationShop Foundation
1994. The Body 1994. The Body Shop at homeShop at home
2006. L'oreal 2006. L'oreal GroupGroup
2008. Brand2008. BrandRenovationRenovation
INTERNAL ANALYSIS
Integrated into L'Oreal holding since 2006. Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
INTERNAL ANALYSIS
Integrated into L'Oreal holding since 2006. Integrated into L'Oreal holding since 2006. Mantaining Independence, ethical and identityMantaining Independence, ethical and identity
Stores Worldwide: 2613 in 65 countries. 67 in SpainStores Worldwide: 2613 in 65 countries. 67 in Spain1087 own stores 11 onws1087 own stores 11 onws1526 franchises 56 franchesees1526 franchises 56 franchesees
Products only available in The Body Shop Stores Products only available in The Body Shop Stores
MISSION, VISION, VALUES
MISSION, VISION, VALUES
The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed
Anita Roddick
MISSION, VISION, VALUES
The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed
Anita Roddick
The vision of The Body Shop is to show how ethics and social responsibilty are fully integrated in work. Slogan “Trying to do well”
The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed
The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed
The mission of a company should not only be a questionof money, but also of responsability. It should be a question of common welfare and not of private greed
MISSION, VISION, VALUES
CSR
CSR
ETHICAL TRADINGBASIC CODE
THE BRAND
● ETHICAL BRANDING
CSR applied to brand● IDENTITY
Based on the values ● GREEN & CONCIOUS
As Brand caracter
THE BRAND
THE BRAND
THE BRAND PERCEPTION
THE BRAND PERCEPTION
THE BRAND PERCEPTION
THE BRAND PERCEPTION
POSITIVE
THE BRAND PERCEPTION
POSITIVE ETHICAL
THE BRAND PERCEPTION
POSITIVE ETHICAL
RELIABLE
THE BRAND PERCEPTION
POSITIVE ETHICAL
RELIABLE ECOLOGICAL
CONSUMERCONSUMER● WOMEN 25 – 40WOMEN 25 – 40● LOYALTYLOYALTY● AGING POPULATIONAGING POPULATION● MENMEN
TARGET
CONSUMERCONSUMER● WOMEN 25 – 40WOMEN 25 – 40● LOYALTYLOYALTY● AGING POPULATIONAGING POPULATION● MENMEN
TARGETFRANCHISEESFRANCHISEES
● 56 STORES in Spain56 STORES in Spain● POTENTIALPOTENTIAL
COMMUNICATION ANALYSISCOMMUNICATION ANALYSIS
● Brand Values● The Body Shop Foundation actions● No mass media● Guerrilla Marketing & Word of mouth● Humanitarian Actions● Strength of the company
COMMUNICATION STYLECOMMUNICATION STYLE
coherence ethical
COMMUNICATION TONECOMMUNICATION TONE
friendly reliable
COMMUNICATION TONECOMMUNICATION TONE
ONLINE COMMUNICATION
ONLINE COMMUNICATION
Key words & descripion metadata SEO
ONLINE COMMUNICATION
ONLINE COMMUNICATION
ONLINE COMMUNICATION
ONLINE COMMUNICATION
ACTIVE PROFILES
CONTENTSCREATION
FREQUENTUPDATE
INTERACTIVITY FRIENDLYTONE
COMMUNITYMANAGEMENT
ONLINE COMMUNICATION
SMALL NUMBER OF FOLLOWERS, LIKERS, PINNEST, VIEWERS
PUBLIC RELATIONS
PUBLIC RELATIONS
NEW VISUAL IDENTITY
PUBLIC RELATIONS
NEW VISUAL IDENTITY BRAND AMBASSADORS
PUBLIC RELATIONS
NEW VISUAL IDENTITY BRAND AMBASSADORS
“PULSE” STORE
PUBLIC RELATIONS
NEW VISUAL IDENTITY BRAND AMBASSADORS
“PULSE” STOREPRODUCTS
PROMINENCE
PULSE STORE
BRAND AMBASSADOR: LILY COLE
PRODUCTS
ACTIONS AND CHAMPAIGNS
ACTIONS AND CHAMPAIGNS
VALUES OF THE COMPANY
ACTIONS AND CHAMPAIGNS
VALUES OF THE COMPANY
ACTIONS AND CHAMPAIGNS
VALUES OF THE COMPANY
ACTIONS AND CHAMPAIGNS
VALUES OF THE COMPANY
ACTIONS AND CHAMPAIGNS
SWOTSWOT
SWOTSWOT
StrengthsViral MarketingViral Marketing
Community of consumerCommunity of consumerCSRCSR
Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support
SWOTSWOT
WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target
StrengthsViral MarketingViral Marketing
Community of consumerCommunity of consumerCSRCSR
Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support
SWOTSWOT
Opportunities Product developmentProduct development
Male targetMale targetEco BoomEco Boom
Online StoreOnline StoreAging populationAging population
StrengthsViral MarketingViral Marketing
Community of consumerCommunity of consumerCSRCSR
Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support
WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target
SWOTSWOT
Opportunities Product developmentProduct development
Male targetMale targetEco BoomEco Boom
Online StoreOnline StoreAging populationAging population
StrengthsViral MarketingViral Marketing
Community of consumerCommunity of consumerCSRCSR
Brand LoyaltyBrand LoyaltyL'Oreal supportL'Oreal support
WeaknessesStoresStoresProducts in matureProducts in matureSales restricted to storesSales restricted to storesYoung targetYoung target
ThreatsL'Oreal valuesL'Oreal valuesCompetitorsCompetitorsSuppliersSuppliers
CONCLUSIONSCONCLUSIONS
SO FAR SO GOODSO FAR SO GOOD
Recent strategy is changing the communciation of the Recent strategy is changing the communciation of the companycompany
CONCLUSIONSCONCLUSIONS
Recent strategy is changing the communciation of the Recent strategy is changing the communciation of the companycompany
RECOMMENDATIONSRECOMMENDATIONS
● New target: Premium consumer, youngers and maleNew target: Premium consumer, youngers and male
● Reinforce communication with franchiseesReinforce communication with franchisees
● Use Mass MediaUse Mass Media
● Reinforce Online StrategyReinforce Online Strategy
Proposal
Strategy
Strategy
Tactical positioningTactical positioning
Change perception of Change perception of the brand the brand
Focus on Premium, Focus on Premium, young and male targetyoung and male target
Actions by target: Actions by target:
Consumer & Consumer & FranchiseesFranchisees
Strategy
ChannelsChannels
THE STORESTHE STORES
ON LINEON LINE
OFF LINEOFF LINE
Strategy
PrinciplesPrinciples
The BrandThe Brand+ The Products+ The Products
Maintenance ofMaintenance ofEthical ValuesEthical ValuesIn In communicationcommunication
ON LINE COMMUNICATION
ON LINE COMMUNICATION
MAINTAININGON LINE BRAND
REPUTATION
ON LINE COMMUNICATION
MAINTAININGON LINE BRAND
REPUTATION
GENERATETRAFFIC TO THE
WEBSITE
ON LINE COMMUNICATION
MAINTAININGON LINE BRAND
REPUTATION
GENERATETRAFFIC TO THE
WEBSITE
INCREASESOCIAL MEDIAFOLLOWERS
ON LINE COMMUNICATION
MAINTAININGON LINE BRAND
REPUTATION
GENERATETRAFFIC TO THE
WEBSITE
INCREASESOCIAL MEDIAFOLLOWERS
IMPLEMENTSEO & SEMSTRATEGY
MAINTAININGON LINE BRAND
REPUTATION
ON LINE COMMUNICATION
MAINTAININGON LINE BRAND
REPUTATION
GENERATETRAFFIC TO THE
WEBSITE
INCREASESOCIAL MEDIAFOLLOWERS
IMPLEMENTSEO & SEMSTRATEGY
MAINTAININGON LINE BRAND
REPUTATION
INCREASERANGE OF
ONLINECAMPAIGNS
ON LINE COMMUNICATIONWEBSITE
HTML SEO
ON LINE COMMUNICATIONWEBSITE
DescriptionThe Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el
comercio justo. Cosmética naturalde confianza
HTML SEO
ON LINE COMMUNICATIONWEBSITE
DescriptionThe Body Shop, la tienda de cosmética natural Hecha de forma ética y sostenible, basada en el
comercio justo. Cosmética naturalde confianza
Meta Tags“Natural Cosmetic” - “Sustainable Beauty”
“Fair trade cosmetics” - “Natural beauty products”“Cosmetic ethics”
...
NEW SECTIONS
ON LINE COMMUNICATIONWEBSITE
NEW SECTIONS
ON LINE COMMUNICATIONWEBSITE
REINFORCE 2.0 STRATEGYInteractivity between users and the company
NEW SECTIONS
ON LINE COMMUNICATIONWEBSITE
REINFORCE 2.0 STRATEGYInteractivity between users and the company
Your Body Shopexperience
AskThe Body Shop
NEW SECTIONS
ON LINE COMMUNICATIONWEBSITE
REINFORCE 2.0 STRATEGYInteractivity between users and the company
Your Body Shopexperience
AskThe Body Shop
REINFORCE CONECTION BETWEENWEBSITE AND SOCIAL MEDIA PROFILE
ON LINE COMMUNICATIONSOCIAL MEDIA
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
Ask for proposalFor
RSC
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
Ask for proposalFor
RSC
Pay with a tweetPay with a “like”
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
Ask for proposalFor
RSC
Pay with a tweetPay with a “like”
Community Management
System
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
Ask for proposalFor
RSC
Pay with a tweetPay with a “like”
Community Management
System
The Body ShopBlog
ON LINE COMMUNICATIONSOCIAL MEDIA
Promotions in all the social
media &sites
Ask for proposalFor
RSC
Pay with a tweetPay with a “like”
Community Management
System
The Body ShopBlog
Monitoringforums
ON LINE COMMUNICATIONCAMPAIGNS
ON LINE COMMUNICATIONACTIONS
SmartphoneApp
Geolocation
ON LINE COMMUNICATIONPUBLIC RELATIONS
EventsFor
Bloggers
ON LINE COMMUNICATIONINTERNAL TARGET
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
CORPORATE INTRANETVirtual community
Reference siteForumsTraining
Monitoring system
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
SENSE OF BELONGING
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
CORPORATE BLOG
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
CORPORATE EVENTS
CORPORATE VIDEOS
ON LINE COMMUNICATIONINTERNAL TARGET
PROVIDERSFRANCHISEES
STAFF
TRAININGPROGRAM
EXTERNAL COMMUNICATION
New ChannelsNo BounderiesNew Concepts
EXTERNAL COMMUNICATIONTHE STORE
“Pulse, a heartbeat in the Community”
EXTERNAL COMMUNICATIONTHE STORE
“Pulse, a heartbeat in the Community”
Goal: Goal: Create an unique shopping experience, generating a Create an unique shopping experience, generating a greater consumer traffic in stores, both owned stores an greater consumer traffic in stores, both owned stores an franchises. Increase by 10% turnover of establishments franchises. Increase by 10% turnover of establishments nationwide.nationwide.
EXTERNAL COMMUNICATIONTHE STORE
“Pulse, a heartbeat in the Community”
Modern design with an air of boutique Modern design with an air of boutique Unique shopping experience Unique shopping experience Tables with stories Tables with stories Client flow controlled Client flow controlled A corner to gift-wrapping A corner to gift-wrapping Storytelling . ValuesStorytelling . Values
EXTERNAL COMMUNICATIONGREEN POINT
EXTERNAL COMMUNICATIONGREEN POINT
Goal: Promote the environment respect Of The Body Shop
EXTERNAL COMMUNICATIONGREEN POINT
Goal: Promote the environment respect Of The Body Shop
Sponsorship with MadridCity Council. Bicycles able to use withThe fidelity card of The Body Shop
EXTERNAL COMMUNICATIONECO SHELTERS
EXTERNAL COMMUNICATIONECO SHELTERS
Goal: Associate The Body Shop brand as a premium option
EXTERNAL COMMUNICATIONMETRO GOYA STATION
EXTERNAL COMMUNICATIONMETRO GOYA STATION
Impact of 200,000 people. To get users of the station to become brand prescriptors, and that the brand becomes part of their everyday life Generate expectation and interaction
EXTERNAL COMMUNICATIONROCK YOUR BODY
EXTERNAL COMMUNICATIONROCK YOUR BODY
Impact of 500,000 people. Sponsoring areas of the main parks in Madrid in order to create an emotionalbond between brand and consumers.
EXTERNAL COMMUNICATIONCHARITY ACTIONS
EXTERNAL COMMUNICATIONCHARITY ACTIONS 360 strategy. Promotion on social media and in the space “Rock Your Body” in the Retiro Park. The aim is that the prescriptors of the brand support the initiative following the social media profile of the company Donations of the users: Pay with a Tweet or a LikeFor instance: Valencia fire
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
TIMMING & BUDGET
THANKS FOR
YOURATENTION