The Body Shop (HBR Case study)
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Transcript of The Body Shop (HBR Case study)
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Drew Kessler
Tea Tree Systems
The Body Shop
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Table of Contents
• Why do people buy from The Body Shop?– Unique Services– Consistency and Care– Smart Franchising– Marketing/ Public Relations
• Conclusion
• Works Cited
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Why do people buy fromThe Body Shop?
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Provides Unique Services
• Provides each product in five sizes.– Larger selection.
• Refill service with 15% discount.• Less expensive than exclusive department
store lines.• Suggestion boxes in every store.– Create better products to match customer needs.
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Consistency and Care• All natural products.• Detailed product information provided• Every store has the same look and feel.• Focused on friendliness.• Customers feel as if they are contributing to a cause
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Franchising
• Increased brand recognition.• Only allowed franchising to those who shared
the companies passion.• Club membership card.– Special deals for all members.
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Public Relations/ Marketing• Programs involved in:
– Activate Self Esteem • Say Yes to Safe Sex.
– Stop Animal Testing• Cruelty Free.
– Support Community Trade• Hand Crafted Accessories.
– Protect Our Planet• Bag for Life.
– Defend Human Rights• Stop Sexual Trafficking of Young People.• Stop Violence in the Home.
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Conclusion
• Why do customers buy from The Body Shop?– Unique Services– Consistency and Care– Smart Franchising– Marketing/ Public Relations
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Works Cited• The Body Shop International. (2010, March 3).
The Body Shop Home. Retrieved from http://www.thebodyshop-usa.com/index.jsp?cm _re=Tyra_SkinCareKits New-_-Navigation-_-logo
• Harvard Business Review, July 1995, “The Body Shop International”. P. 1-13
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ANY QUESTIONS?