BUSINESS STUDIES

PROJECT
By Hunar, Grade XII
 Marketing
Product: the body shop Body mist (blueberry coconut flavour)
Index
Why I selected this product
The body shop
My product
USP
Benefits and features
Competitors of the body shop
Packaging
SWOT analysis
Channels of distribution &Warehousing
Transportation
Pricing and profit margin
promotion and advertisement
social message
Conclusion and bibliography
Why I selected this product
◦ The first modern perfume, made of scented oils blended in an alcohol
solution, was made in 1370 at the command of Queen Elizabeth of
Hungary and was known throughout Europe as Hungary Water
◦ The beauty and cosmetic industry is one of the fastest growing
industries in the world today. Selling products of this industry would
be a great start to boost your business. This will attract people of all
kinds starting from teenagers to adults.
The body shop
◦ The body shop was founded and established on 27th march 1976 in Brighton, United Kingdom
by Anita Roddick. The company currently has a range of 1000 products sold in about 3,000
stores, divided between those owned by the company and franchised outlets in more than 65
countries.
◦ Originally trading from Brighton the company is now based in London
Bridge and Littlehamptton, West Sussex, and is owned by Brazilian cosmetics company
Natura as a subsidiary of the Natura & co group. The company had been owned by the French
cosmetics company L'Oréal between 2006 and 2017. In June 2017, L'Oréal agreed to sell the
company to Natura for £880 million. The deal was approved in September 2017.
My product- Name & Logo
◦ The name of my product is body mist in the flavor blueberry & coconut
◦ LOGO of The Body Shop has a distinguished round logo. The round shape reflects the
softness and friendliness of The Body Shop. The round shape is used instead of the letter 'O'
when the wordmark is used. In other cases the round logo hugs around the wordmark, which
refers to the protective, attentive aspect of the brand.
◦ Label of the product consists of the name of the product “body mist” along with the tagline
under it mentioning the flavour of the mist “blueberry & coconut”
Unique Selling Proposition
◦ USP- The body shop uses natural ingredients in all of its products
◦ Tagline- Nature’s way to beautiful
◦ Slogan- A company with a difference.
◦ Selling price – the body mist ranges from 795-1595 INR depending
on the flavour of the mist. The “blueberry & coconut” mist id
priced at 1350 INR.
Features and benefits
◦ 1. Organic ingredients – use of naturally extracted scent from blueberries and coconuts.

◦ 2. budget friendly in comparison with other mists of other brands.

◦ 3. smell lasts up to 5 hours.

◦ 4. Travel friendly packaging.

Competitors in the market

Bath and Body Works

Sephora
Alliance Boots
Bath & body works
◦ Bath & Body Works, LLC. is an American retail store chain which sells soaps, lotions,
fragrances, and candles. It was founded in 1990 in New Albany, Ohio and has since expanded
across 6 continents. In 1997, it was the largest bath shop chain in the United States of
America. It specializes in shower gels, lotions, fragrance mists, perfumes, creams, candles, and
home fragrances.

◦ Tag line- straight from the heartland

◦ USP- quality products perfect for treating oneself

Sephora
◦ Sephora is a French multinational retailer of personal care and beauty products. Featuring
nearly 3,000 brands, along with its own private label, Sephora Collection, Sephora offers
beauty products including cosmetics, skincare, body, fragrance, nail colour, beauty tools, body
lotions and haircare.

◦ Tagline - It playtime, avancer en beaute

◦ USP - Strong backing by parent company LVMH

Alliance boots
◦ Alliance Boots GmbH was a multinational pharmacy-led health and beauty group with
corporate headquarters in Bern, Switzerland and operational headquarters in Nottingham and
Weybridge, United Kingdom.

◦ Tagline – feel good

◦ USP - Boots offers retail services to look and feel better than ever thought possible
Packaging
◦ Primary packaging- consists of thick glass bottle that holds the mist with a thin and slick
tube and sprayer to spray the mist.
◦ Secondary packaging – consists of the label
- contents of the label:- logo of the body shop, name of the
product
along with flavour, list of ingredients,
weight
& volume of the bottle.

◦ Tertiary packaging – consists of the cardboard box to hold the glass bottle. The
cardboard box has extra cushioning of bubble wrap in the inside to prevent damage to
the bottle. The box also has the logo and label.
SWOT analysis
Strength Weakness
1. Huge franchise network 2600+ in 60+ countries 1. Little advertisement of its products
2. Wide range of products about 1200+ 2. Due to franchisee system little control by the proprietors
3. Good ambience and store layout which attracts 3. Number of retail outlets limited which impacts sales
customers volumes.
4. High brand value because of social work and
responsibility towards society
5. Very good supply network

Opportunities Threats
1. With the increasing awareness of natural and eco- 1. The products use some exquisite raw materials from all
friendly products it has a huge potential to grow across the world. So legislations or some problems in
2. The number of online buyers are increasing and hence it trade with supplier countries can heavily impact its
can use its website portal for sale and free delivery that operations
will increase its market share 2. There is very stiff competition in the cosmetic market
with a new brand launching itself every day. Some
companies are selling natural products made according to
the customer’s needs and may become a serious threat to
The Body Shop
Warehousing & Chanel of Distribution
◦ Products will be stored in the nearest warehouse to the manufacturing center.
◦
Manufactures

Warehouse

Retail Stores

Customers
Transportation
◦ The products will be transported using the official trucks
of the body shop.
Profit Margin
profit margin:-
1. Manufacturers- 15-10%
2. Warehousing- 5-10%
3. Retail - 10-15%
Pricing:-
My product, body mist ( blueberry and coconut) is priced at 1295 INR
(150ml) keeping in mind the need and affordability of the targeted age
group.
Promotion
◦ The Body Shop aims to change the way beauty products are created. It just launched
“Forever against Animal Testing” campaign and will be running for two years with the
consistent content for two years until 2019. It teamed up with “Game OF Thrones” star
Maisie Williams and number of influencers on social media for this campaign.
◦ The whole campaign will be run consistently for two years to ensure that it creates a
global impact.  The message will be put out on YouTube, blogs, and even on stores to
make sure the message doesn’t go unnoticed.
◦ The brand promotes its products and campaigns through a lot of video, social media
and in-store content and less focus is put on marketing via TV. The brand is testing
channels like Instagram, Pinterest, and Snapchat and they seem to be working
extremely well for the target market who are under 35 years old
Brand Ambassador
Social message
◦ As a trusted global brand with a history of successful activism, we are
uniquely able to voice the concerns of millions of customers and persuade
decision makers around the world to implement measures to secure long-term
positive change.
Bibliography
Wekipedia.com
Mbaschool.com
The body shop official website
NCERT business studies textbook