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Concealer is a highly popular cosmetic product, valued for its ability to conceal skin imperfections. The Body Shop's Tea Tree Concealer, launched in 2009, serves as the focal point of this marketing plan. This portable concealer stick is designed to effectively cover blemishes without overdrying the skin, and it contains organic tea tree oil known for its antibacterial properties, making it ideal for addressing blemished skin concerns.
This marketing plan assesses the strengths, weaknesses, opportunities, and threats (SWOT analysis) of Tea Tree Concealer.
It identifies the need to expand its popularity and target the growing men's cosmetics market, particularly in the concealer segment. The marketing objectives aim to enhance the promotion of Tea Tree Concealer, with a short-term goal of achieving a 5-10% increase in sales. In the long term, The Body Shop intends to develop a Men's Tea Tree Concealer to cater to men's skincare needs.
The primary marketing objectives include increasing the promotion of Tea Tree Concealer to achieve a 5-10% sales increase in the short term.
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In the long term, The Body Shop aims to introduce a Men's Tea Tree Concealer to address men's skincare needs effectively.
In the short term, The Body Shop will implement several strategies to promote Tea Tree Concealer:
In the long term, The Body Shop will use the marketing mix (Product, Price, Place, and Promotion) to increase Tea Tree Concealer sales and penetrate the men's concealer market with a product known as "Men's Tea Tree Concealer."
The Body Shop will allocate resources to Research & Development to create the "Men's Tea Tree Concealer," catering specifically to men's skincare needs.
The company will employ Market-Penetration pricing, setting competitive prices to introduce Tea Tree Concealer to the men's market, capitalizing on the popularity of The Body Shop's tea tree collection in Hong Kong.
To promote both Tea Tree Concealer and "Men's Tea Tree Concealer," The Body Shop will establish special counters in its shops staffed by knowledgeable salespeople who can assist customers in a discreet manner. Additionally, the company will distribute samples to customers who engage with its Facebook page and launch a video promotional campaign. Customers who create feedback videos for the new tea tree concealer will have the chance to win cash prizes, with the top 10 videos receiving $1500 each.
The Statement of Comprehensive Income demonstrates that the promotion of Tea Tree Concealer and the development of "Men's Tea Tree Concealer" are expected to yield profitable results.
"Do you want to be more beautiful?"
Without a doubt, individuals, especially women, aspire to present their most beautiful selves to the world. This desire has led to the widespread use of cosmetics, including concealer, face primer, eye primer, lip gloss, and eyebrow pencil. Among these, concealer stands out as a highly regarded cosmetic product due to its exceptional ability to conceal skin imperfections and enhance one's appearance. Consequently, this marketing plan is dedicated to exploring the potential of concealer in the cosmetics market.
Furthermore, the rise of organic products has gained significant traction in recent years, extending to various categories, including organic food and cosmetics. As a result, the decision to produce concealer using organic materials aligns with this growing consumer preference for natural and sustainable options.
The Body Shop's Tea Tree Concealer, introduced in 2009, plays a central role in this marketing plan. This concealer, infused with organic tea tree oil, stands out for its antibacterial properties and its effectiveness in addressing blemished skin concerns.
Although The Body Shop has primarily focused on the female consumer market, as evidenced by its numerous product collections such as Vineyard Peach and Extra Virgin Minerals, the rising demand for men's cosmetics, particularly in the concealer segment, cannot be ignored. Men, like women, seek to enhance their appearance for various reasons, including professional and interpersonal success. Thus, this marketing plan aims to not only bolster The Body Shop's presence in the women's market but also to tap into the potential of the men's market.
This comprehensive marketing plan will delineate strategies that employ the marketing mix (Product, Price, Place, and Promotion) to achieve two primary objectives: increasing sales of Tea Tree Concealer and introducing a dedicated product for men known as "Men's Tea Tree Concealer."
The L'Oréal Group stands as the world's largest cosmetics and beauty company, boasting a portfolio of over 500 brands encompassing a multitude of products, including hair care, skincare, makeup, and fragrances. It operates five global research and development centers, with two in France and one each in the U.S., Japan, and China. In 2006, L'Oréal acquired cosmetics company The Body Shop for £652 million. L'Oréal's commitment to innovation and growth is evident in its 19 consecutive years of double-digit growth up to 2003, and its ranking as 353rd in the Fortune Global 500 in 2007. The company's interests extend beyond cosmetics to include fine chemicals, health, finance, design, advertising, and insurance.
The Body Shop International plc, a part of the L'Oréal family, specializes in producing beauty and cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, The Body Shop has expanded to operate more than 2,400 stores in 61 countries, including Thailand, Australia, and the United States. Dame Anita Roddick's vision emphasized the importance of business ethics and responsibility. The Body Shop champions a non-animal-testing and fair trading company image, ensuring that all its products are cruelty-free and adhering to the Humane Cosmetics Standard for its Against Animal Testing policy. The company is a pioneer in fair trade with its Community Trade program, collaborating with over 30 suppliers in more than 20 countries, providing essential income to over 25,000 people worldwide.
The Body Shop operates under five core values, including Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.
In this section, we will delve into three aspects of market analysis. Firstly, we will examine the market share of L'Oréal worldwide, given that The Body Shop operates under this brand. Secondly, we will assess The Body Shop's market share both globally and specifically in Hong Kong. Lastly, we will explore the target demographic and their needs for The Body Shop.
Market Share of L'Oréal Worldwide: L'Oréal is a global brand with a presence in 130 countries. The largest market for L'Oréal is in Asia Pacific, followed by Western Europe and North America. Asia, with its high growth potential, particularly in China, represents a significant portion of the worldwide cosmetics market. In fact, Asia Pacific accounts for nearly one-third of the global cosmetic market share, and it is expected to continue growing. L'Oréal has consistently led the global cosmetics market, with sales in 2011 exceeding its competitors by 20%.
The Body Shop's Global Market Share: The Body Shop's commitment to using organic materials and promoting community fair trade aligns with the growing demand for environmentally friendly products worldwide. In 2011, The Body Shop ranked among the top 20 cosmetic brands globally. Analyzing sales data from 2010 to 2011 reveals an increase in sales in Western Europe and the New Market, which includes Asia Pacific and the Middle East. While market share growth cannot be definitively determined, the proportion of sales attributed to the New Market rose from 46.9% in 2010 to 48.3% in 2011, signifying its increasing importance to The Body Shop.
The Body Shop's Target Demographic: The Body Shop primarily targets the female consumer market, evident in product collections like Vineyard Peach and Extra Virgin Minerals. This focus is due to differences in skin needs between genders. The Body Shop's commitment to using organic materials resonates with environmentally conscious consumers. Additionally, the company's adherence to fair trade principles ensures that farmers earn a fair wage, a factor considered by customers in their purchase decisions. The slogan, "there is only one way to beautiful, nature's way," aligns with the modern preference for natural products, especially in light of concerns regarding chemicals in cosmetics and improved quality of life.
Concealers are highly popular cosmetic products valued for their ability to conceal skin imperfections and enhance one's appearance. Although primarily used by women, their use among men is increasing. Concealers are versatile makeup products designed to cover under-eye circles, pimples, redness, and other blemishes. Some concealers are formulated for specific areas of the skin, such as the whole face, under-eye circles, or pimples.
The concealer market is characterized by intense competition, with numerous brands offering a range of concealer products. Key competitors include The Body Shop (Tea Tree Concealer), Bobbi Brown (Creamy Concealer), Cle de Peau Beaute (Concealer), Beauty Tech (Ice-cream Concealer), MAC (Select Cover Up), Shu Uemura (Point Cealer), among others.
Our focus is on The Body Shop's Tea Tree Concealer, launched in 2009. The Tea Tree Concealer is a portable stick designed to effectively conceal blemishes without over-drying the skin. Infused with organic tea tree oil, renowned for its antibacterial benefits, this concealer is also known for promoting healthy-looking skin and providing excellent moisture. Priced at HK$139 for a 4.5g product in 2012, it embodies The Body Shop's commitment to quality and ethical production.
Jurlique, with 25 years of experience, is dedicated to exploring organic and biodynamic ingredients to create pure, powerful skincare products. Their biodynamic farms in South Australia provide an ideal environment for cultivating plants, herbs, and flowers that form the foundation of Jurlique's high-performance products. Jurlique's commitment to purity is evident in their strict organic and biodynamic farming principles and hand-picked crops, resulting in a richer soil and more effective products. Their Natural Skin Tones Covering Cream helps reduce the appearance of imperfections while balancing surface sebum and protecting against environmental aggressors. Ingredients such as witch hazel extract, tea tree oil, marigold, self-healing extract, aloe extract, glycerin, and grapefruit seed extract contribute to a gentle yet effective skincare solution.
Founded in Sweden in 1967, Oriflame is an international cosmetics direct selling company operating in over 60 countries. They offer a wide range of innovative product lines, including natural beauty products. Oriflame's unique career concept, "the creation of wealth today, tomorrow achievements Dream," provides career opportunities and income for individuals from the start. Oriflame places great emphasis on respecting people and nature, shaping its operating philosophy and social and environmental policies. The company is a co-founder of the World Children's Fund and contributes to various global philanthropic projects. Oriflame is a publicly listed company, with its stock listed on the NASDAQ OMX Nordic Exchange.
In this section, we will conduct a SWOT Analysis to evaluate the Strengths, Weaknesses, Opportunities, and Threats of The Body Shop's Tea Tree Concealer, which was launched in 2009.
Financial Support from L'Oréal Corporate: The Body Shop International plc benefits from being part of the L'Oréal Corporate group, which provides significant financial backing. This support allows The Body Shop to undertake large-scale promotional campaigns without financial constraints.
L'Oréal Corporate Brand Name: Leveraging the renowned L'Oréal Corporate brand name can enhance the effectiveness of The Body Shop's promotions. The positive reputation and image of The Body Shop, particularly regarding its stance against animal testing and commitment to fair trade, can attract customers who support these values.
Tea Tree Concealer Features: The Tea Tree Concealer's strengths lie in its convenience as a portable stick. Customers can easily carry it with them, and it does not overly dry the skin, promoting skin health. Additionally, the use of organic tea tree oil, known for its blemish-fighting properties, appeals to customers who prioritize organic ingredients.
Single Color Tone: The Tea Tree Concealer offers only one color tone, which limits its suitability for a diverse range of skin tones. Since people have varying skin colors, this limitation restricts its appeal to only a portion of potential customers.
Western Origin: The Body Shop International plc, founded in the UK in 1976 by Dame Anita Roddick, may have products better suited to Western preferences. This could potentially make the Tea Tree Concealer less suitable for Asian markets, limiting its potential customer base.
Against Animal Testing: The Body Shop's commitment to animal cruelty-free and vegetarian products sets it apart from many competitors. This ethical stance presents an opportunity to promote the Tea Tree Concealer as a product that aligns with customers' values, assuring them that the product has not harmed animals in its development.
Untapped Men's Market: The skincare needs of men differ from those of women, and there is a growing market for men's cosmetics. By expanding its product range to cater to men's skincare needs, The Body Shop can tap into this market and increase its sales volume.
Community Fair Trade and Environmental Responsibility: The Body Shop's support for Community Fair Trade and environmental sustainability initiatives can attract customers who share these values. Highlighting these aspects in marketing can differentiate the Tea Tree Concealer and appeal to socially and environmentally conscious consumers.
Competition from Similar Brands: Competitors like Jurlique, offering similar products such as natural skin tones covering cream, pose a competitive threat. They may lure customers with lower-priced alternatives. The Body Shop needs to emphasize its unique advantages and increase brand awareness.
Outdated Brand Image: The Body Shop's brand image may be perceived as outdated, potentially discouraging younger customers. To attract a new generation of customers, The Body Shop should consider rebranding efforts to infuse a sense of fashion and vitality into its image.
The marketing objectives for The Body Shop's Tea Tree Concealer encompass both short-term and long-term goals.
Enhancing Tea Tree Concealer Promotion: In the short term, the primary objective is to increase the popularity of Tea Tree Concealer. This entails boosting sales by 5-10% within a five-month period. The focus is on increasing immediate sales and product awareness.
The long-term objectives for The Body Shop consist of two key milestones to be achieved.
In the short term, The Body Shop will employ various strategies to attract new customers, retain existing ones, and promote the new products.
The long-term marketing plan for The Body Shop spans one and a half years and is divided into the 4Ps of marketing.
The marketing objectives for The Body Shop's Tea Tree Concealer comprise short-term and long-term goals.
In the short term, the primary objective is to increase the popularity of Tea Tree Concealer, which involves boosting sales by 5-10% within a five-month period.
The long-term objectives for The Body Shop encompass two key milestones:
In the short term, The Body Shop will employ various strategies to attract new customers, retain existing ones, and promote the new products.
The long-term marketing plan for The Body Shop spans one and a half years and is divided into the 4Ps of marketing.
In conclusion, the SWOT analysis of Tea Tree Concealer highlights the need for increased popularity and gender-specific segmentation to tap into the growing men's cosmetics market. The marketing objectives aim to enhance the promotion of Tea Tree Concealer to achieve a 5-10% sales increase in the short term. In the long term, The Body Shop plans to develop "Men's Tea Tree Concealer" to cater to men's skincare needs.
The marketing strategies include short-term tactics like advertising on Facebook, beauty magazines, and MTR escalator displays, offering discounts, distributing samples, and securing sponsorships. Long-term strategies encompass product development, competitive pricing, specialized store counters, and promotional campaigns.
The marketing tactics outline the timeline and execution of these strategies over the short and long term.
The budget analysis demonstrates that both short-term and long-term promotions are expected to yield profits for The Body Shop.
This comprehensive marketing plan aligns with the company's goals and market trends to promote Tea Tree Concealer and expand into the men's concealer market.
Marketing Strategy for The Body Shop's Tea Tree Concealer. (2016, Apr 06). Retrieved from https://studymoose.com/marketing-plan-for-the-body-shop-essay
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