PRES ENT ATION PRES ENT ATION

CASE CASE ANALYSISANALYSIS

Presented To:Presented To:

Sir Irum KhanSir Irum Khan

Presented By :Presented By :

Sana MunirSana Munir

Midhat BatoolMidhat Batool

SEMINAR IN BUSINESS & PUBLIC POLICY

COMSATS institute of Information Technology

The business should not just be about money, it should be about responsibility. It should be about public good, not private greed.“

The Body Shop International plc is a global The Body Shop International plc is a global manufacturer and retailer of naturally inspired, manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics ethically produced beauty and cosmetics products. products.

Founded in the UK in 1976 by Dame Anita Founded in the UK in 1976 by Dame Anita Roddick, now Roddick, now

2,400 stores in 61 countries2,400 stores in 61 countries with a range of over 1,200 products.with a range of over 1,200 products.

FRA NCHI SINFRA NCHI SINGG

Chris Green, friend’s DaughterChris Green, friend’s Daughter Sole interest to sell ProductsSole interest to sell Products Same deal ContinuedSame deal Continued No Franchising Contract – Banks refuse No Franchising Contract – Banks refuse

to lend moneyto lend money

Franchising Cont ract Franchising Cont ract Initiat iveInitiat ive

Gordon developed franchising contract

1st Franchise outside UK. Company status and Growth

Responding to needs Informal way Developing niche

Strict ControlStrict Control Strong identityStrong identity Opened in Different Opened in Different

locationslocations

MISTAKEMISTAKE 3 choices of shop styles,3 choices of shop styles, Company Brand colors- Company Brand colors-

dark green, dark dark green, dark mahogany stain, striped mahogany stain, striped pinepine

Lost distinctivenessLost distinctiveness Persuaded to return to Persuaded to return to

Dark greenDark green

Managem entManagem ent

InterviewInterview 5000 applicants at a time, 3 years duration5000 applicants at a time, 3 years duration TrainingTraining Training school openedTraining school opened

Focus on human development Focus on human development

and consciousness raisingand consciousness raising EDUCATING not training.EDUCATING not training. INVESTEMENT not expenseINVESTEMENT not expense

Franchis ing P rocessFranchis ing P rocess

1987, US inquired about franchising opportunities

The trademark “the body shop” purchased for The trademark “the body shop” purchased for $3,500,000$3,500,000

1988 first shop was opened in New York1988 first shop was opened in New York First shop was success, 13 more cmpan First shop was success, 13 more cmpan

owned shops were openedowned shops were opened Troubles after success: man product lines, Troubles after success: man product lines,

copycat rivals who discounted, low brand copycat rivals who discounted, low brand recognitionrecognition

Uni ted St ates MarketUni ted St ates Market

MAR KE TI NG AND MAR KE TI NG AND ADVERTI SINGADVERTI SING

NO Marketing and advertising DepartmentNO Marketing and advertising Department Public Issue department Public Issue department Product Information ManualsProduct Information Manuals Regular Visits By AnitaRegular Visits By Anita Educating rather than Educating rather than

creating hype creating hype

Products Perceived as Tired and Products Perceived as Tired and Lacking innovationLacking innovation

Change RecognitionChange Recognition

Reorganizing the product rangeReorganizing the product range Created new productsCreated new products PackagingPackaging Designed a new store formatDesigned a new store format

Product sProduct s

GLOBAL COR PORATE GLOBAL COR PORATE CITI ZE NSHIPCITI ZE NSHIP

Human and civil rightsHuman and civil rights We are all in this togetherWe are all in this together

Against animal testingAgainst animal testing Working for the world’s wild lifeWorking for the world’s wild life Care for the environmentCare for the environment

CAM PAI GN SCAM PAI GN S

QUE STI ONS FOR THE CASEQUE STI ONS FOR THE CASE

Quest io n no. 1Quest io n no. 1What are the strengths of the body shop?What are the strengths of the body shop?

Strong CommunicationStrong Communication DODGI Red Letter

Committed towards employees Encourage staff in social campaigns Committed to transparency and accountability of its

performance Nominated for UK Marketing Hall of fame CSR is the main key element in Growth Global Expansion Strong ethical policies

What was the factor to adopt FRANCHISING as a What was the factor to adopt FRANCHISING as a growth Strategy?growth Strategy?

To Raise CapitalTo Raise Capital To sell Naturally Made products familiar to To sell Naturally Made products familiar to

Consumers.Consumers.

Qu est io n n o. 2Qu est io n n o. 2

Is “The Body Shop” a good global corporate citizenship? Do Is “The Body Shop” a good global corporate citizenship? Do you think the image of a good global corporate citizen is just you think the image of a good global corporate citizen is just a facade behind a hypocritical management trying to avoid a facade behind a hypocritical management trying to avoid advertising expenses?advertising expenses?

Different PerceptionDifferent Perception Shop is a Marketing toolShop is a Marketing tool Awareness through educating –PIMAwareness through educating –PIM Marketing is HypeMarketing is Hype Consumers are the marketersConsumers are the marketers Values and campaignsValues and campaigns Publicity due to Social ActivismPublicity due to Social Activism Nominated for Marketing Hall of fameNominated for Marketing Hall of fame

Qu est ion No. 3Qu est ion No. 3