The Body Shop - Know Your Mind, Love Your Body!
The Body Shop - Know Your Mind, Love Your Body!
The Body Shop - Know Your Mind, Love Your Body!
• The Body Shop founded by Late Dame Anita Roddick in the year
1976, is headquartered in Littlehampton, England.
• “The Body Shop International plc”, known famously as The Body Shop,
has 2,400 stores in 61 countries, and is the second largest cosmetic
franchise in the world.
• The Body Shop carries a wide range of products for the body, face, hair
and home care.
US operations failed due to lack of sound marketing analysis. Lost £ 3.4 million.
•
By the year 2000, it was sold off to L’oreal Group for £ 656 million.
•
Significant Issues
• Better start and Rapid growth in 1970 -80s. Why Body shop
experienced bad times at the end of 1990s?
• Anita was able to convince people & build faith by sticking to its green
strategy during its initial growth.
• After mid 80s, she was unable to identify the growing market trends & the
change in perception of the customers.
• Corporate Governance.
Pollution control .
Women opportunities.
Energy Conservation.
Suggested Courses of action For US
operations for “The Body Shop”
• Survey.
• Test Marketing.