The Body Shop

MKT 423

BRAND MANAGEMENT

SEC 01

Assignment

The Body Shop

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Background

The first Body Shop was opened in 1976, in Brighton by Anita Roddick. She was inspired by her observations of different cultures methods of skin and hair care and driven by the need to feed her two daughters. In her first store Anita offered some 25 natural body products. In 1993, the Body Shop opened its one-thousandth store in Mexico city; Mexico now operates in 45 countries. Of these 1000 stores, less than 10 percent were company owned the rest were franchised.

Building Brand Equity at The Body Shop

The Body Shop builds their brand equity through its product, packaging, distribution, promotion and price.

Product – The Body Shop offers over 400 naturally based body care products, over 500 sundry items and customized care products for their customers. Their products are based on natural ingredients, particularly fruits, vegetables, flowers and herbs. In every store they provide perfume bar that can be used for scenting oils and lotions at no extra charge; there are also gift baskets making service, fully trained staff, and free makeovers and foot and hand massages.

Packaging – for packaging The Body Shop does not want to do excessive packaging they just want to keep their product packaging simple. For that they have made refilling and recycling of bottles an integral part of the company’s overall environmental programs. But in the recent years some of their products have been made more proliferated and sophisticated, also new labels have been introduced. They have also eight sub-brands in which the “The Body Shop” name and logo are less significant part of the label. This is because they believe these sub-brands add new dimensions and complexities to the brand recognizability. Another packaging strategy of The body Shop is that they have testers so the customers can have a chance to compare the various lotions or smell the fragrances before buying the...