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Essay / Research Paper Abstract
This 8 page paper examines the marketing of the Body Shop. This includes background to the company and the concept, the way differentiation takes place and how the company is marketed. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEbshop1.rtf
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Unformatted sample text from the term paper:
differentiation has been created and how the company competes in the international market. 2. Concept The Body Shop started as a
small single 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). Therenare ,many examples of this, from Estee lauder with Liz Hurley (Marketing, 2000), to LOreal and the way it tries to associate the products
with a glamorous image using models such as Andie MacDowell. Heather Locklear, Claudia Schiffer, Catherine Deneuve and Jennifer Lopez, covering a range of target markets but using the same tactics
as association markets with the aim of selling dreams and not reality (Ozzard, 1998). Roddick felt this approach 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 idea was to differentiate the company at a very basic level, not using features or images, but using moral values. 3. Application
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