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Essay / Research Paper Abstract
This 10 page paper consider how a new marketing plan may be developed for The Body Shop. The writer considers the target market, segmentation, products and also the values and culture of the company, which include an anti-advertising attitude, in order to develop an original and new national campaign. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEbodys.rtf
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Unformatted sample text from the term paper:
the company and resources available, and how these may fit with the market needs. In understanding these and defining them if is then much easier to develop the right product
mix, looking at issues such as product price, promotion and placement. If we look at a company such as the Body Shop then we can first consider the existing and
potential new customers for the shops and how they may be attracted by using this methodology. II. Defining the market and position The Body Shop started as
a small singe shop by Anita Roddick in 1976. Opening a shop was a commercial enterprise, but it was undertaken with no formal business training or education. The main motivation
in opening a shop that sold beauty and toiletries was what Anita saw as the lack of integrity in the beauty industry (Chryssides and Kaler, 1999). The market that Anita
was aiming for is reflected in the philosophy behind this opinion. The beauty industry had a reputation for selling hopes and dreams,
controlled by men the products were mostly marketed by giving the impression they would make women feel younger or more beautiful, an image that was perpetuated by the use of
young beautiful models (Chryssides and Kaler, 1999). This she felt was misleading. The aspect of the very high profit margins was also seen by Anita as immoral. The philosophy was
one where the word beauty was not used,, but good quality products would be available, at realistic process, with information freely available over the products properties and abilities.
The simple approach was aimed at women that wanted value for money, and also we may argue older women. The aim at this stage
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