About the Brand
Ojectives of the project
Milestones
Core Values
Product Categfory & Price Range
Location
Promotions
Integrated Marketing Communication
Competive Analysis
Swot
Pest
Target consumer
Why Agra
Indian consumer
Catergory launching in Agra
Where in Agra
Tertiary Trading Area
Proposed promotions
Supply chain
T& A
Competitor Analysis
Proposed Imc
Target Consumer Agra
Swot of Agra
Conclusion
2. "The business of business should
not just be about money, it should be
about responsibility. It should be about
public good, not private greed."
3. Dame Anita Roddick
Human Rights Activist
Founder of The Body Shop
ABOUT THE BRAND
Headquarters in Littlehampton, West Sussex, England
Founded in 1976 by Anita Roddick
2,400 stores in 61 countries
2nd Largest cosmetic franchise in the world
Now part of the L'Oréal corporate group
The brand also supports anti Animal Testing laws
and Community Trade
4. THE PARENT COMPANY
The Body Shop is now a part of the L'Oréal family.
Founded by Eugène Schueller in 1909
Now the number 1 cosmetic group in the world.
In 2006, The Body Shop was purchased by L'Oreal.
authentic advocate and supporter of the values at
Body Shop.
5. OBJECTIVES
To conduct an in-
depth study of
the brand THE
BODY SHOP &
it’s current
locations and the
tier 2 city AGRA.
To study the
marketing mix
of the brand
with respect
to Product,
Price, Place &
Promotion.
To conduct a
SWOT and a
PEST analysis
on the brand
in the existing
locations.
To study the
various
competitors
of the brand
in the Indian
Market.
7. CORE VALUES
Against animal testing
Supporting community trade
Activating self esteem
Defending human rights
Protecting our planet
8. PRODUCT
CATEGORY &
PRICE RANGE
BATH AND
BODY CARE
Price Range
Rs.175 –
Rs.1795
SKIN CARE
Price Range
Rs.295 –
Rs.2695
HAIR CARE
Price Range
Rs.650 –
Rs.1095
9. MAKE UP
Price Range
Rs.600 –
Rs.2295
FRAGRANCE
Price Range
Rs.375 –
Rs.2095
MENS
Price Range
Rs.195 –
Rs.1895
ACCESSORIES
Price Range
Rs.175 –
Rs.1595
14. PROMOTIONAL TOOLS
PROMOTIONAL METHODS
PUBLIC RELATIONS DIRECT
MARKETING
SALES
PROMOTIONS
PERSONAL
SELLING
SOCIAL MEDIA
PRINT
ELECTRONIC
OUTDOOR
DIGITAL
INTEGRATED MARKETING COMMUNICATION
16. SWOT Analysis
STRENGTH WEAKNESS
OPPORTUNITY THREAT
Sale volume restricted by limited
number of outlets.
• products are in declining stage
• Problem in franchisee system
• High operating cost
• Increasing awareness for eco-friendly
products
• Growth in men’s skin care products
• Increasing - online buyers
• Ban of sale & marketing of animal tested
products in European Union
•
Increasing -independent working women
• Increasing purchasing power of
consumers.
• Strong competition
• Environmental management system is
not certified to an official standard.
• Brand comparison- L'Oreal products
are considered unethical that may be
harmful for their reputation
• Economic downturn can hamper sales
• High Brand Loyalty, Good Quality Product
and Services
• National Capital Region, Cosmopolitan city
• Brand( Name, Image, Ethics, Values,
Natural ingredients)
• L’Oreal advertisements and marketing
helps in increasing sales
17. Pest analysis of the brand
POLITICAL ECONOMICAL
• One of Largest
Democracy
• Business environment
affected by multivariate
political factors
• Well developed-taxation
system
• 51% FDI-multi brand
retail
• E-commerce restricted
for FDI
• 30% sourcing from India
for Foreign brands
• Stable economy since
Indian reform poilicies
• GDP growth rate 5% (2014)
• Delhi largest commercial
center
• Several industries have
evolved (BPO, IT)
• Multi lateral agreement in
trade
• Market economic policy
spreading
18. SOCIAL TECHNOLOGICAL
• Improving standard of living
• More westernization
• Willingness to spend
• High level of education in
Delhi/NCR
• Increased product quality
consciousness
• Changing demographics
Literacy rate of Agra in 2011
- 71.58
• E-commerce sector –
unprecedented growth
• Foreign brand can offer
partnership to sell the products
• High connectivity , ensures
good communication
• Improve in R&D
• Increase in amount of internet
users
• Plastic money(credit cards)
boosted growth
19. TARGET CONSUMER (DELHI)
Beauty and health conscious
From 19 to 40 years old
Working
Social Elite class
Aware of economical and social aspects
Cosmopolitan Customers
20. The Body Shop has already expanded into various tier 2 &
tier 3 cities leaving out Agra where there are lot of potential
customers
• aims at the Indian mass consumer
• does not intend to be a super-premium brand.
• constantly lowering their product prices
• PLAN - introduce the brand in the Indian tier 2 city, Agra
&
position it as a daily use / daily care product.
WHY AGRA?
21. INDIAN CONSUMER
CLASSIFICATION (MCKINSEY) DESCRIPTION
Globals super-rich elite
Strivers middle class
Seekers middle class
Aspirers Lower middle class
Deprived Underprivileged or poor
Increased
disposable income
Purchasing power
has doubled over 2
decades
Shifting from
Aspirers to
Strivers
22. LOCATION CLASSIFICATION
DELHI
THINKER
Mature &satisfied people who value order,
knowledge, and responsibility.
EXPERIENCER
young, enthusiastic, and impulsive
AGRA
BELIEVER
conservative, conventional people with concrete
beliefs
THINKER
Mature &satisfied people who value order,
knowledge, and responsibility.
23. PROPOSED
PRODUCT CATEGORY
& PRICE RANGE
BATH AND
BODY CARE
Price Range
Rs.175 –
Rs.1795
SKIN CARE
Price Range
Rs.295 –
Rs.2695
HAIR CARE
Price Range
Rs.650 –
Rs.1095
25%
12%15%
24. MAKE UP
Price Range
Rs.600 –
Rs.2295
FRAGRANCE
Price Range
Rs.375 –
Rs.2095
MENS
Price Range
Rs.195 –
Rs.1895
ACCESSORIES
Price Range
Rs.175 –
Rs.1595
12%
15%
18% 6%
26. TRADE AREA ANALYSIS
PRIMARY AREAS
Pratap Pura
Naulakha
Katlupur
Sultapura
Agra Cantt
SECONDARY AREAS
Arjun Nagar
Idgah Colony
Shahganj
Rasulpur
Baluganj
TERTIARY AREAS
Gopal Pura
Civil Lines
Transport Nagar
Dhandhupura
Trans Yamuna Colony
TERTIARY TRADING AREA
Location Sadar Bazar, Agra
Date of opening June 6, 2015
Location type High Street
Unique Positioning of the
High Street
most visited & famous
shopping street
Footfall 40-50 (weekdays) & 80-
100(weekend)
Total built up area of our
store
900 sq.ft
No. Of Stores 55
27. Accessibility
Easily accessible and well connected
Visibility
Signage can be seen from the main traffic flow
Parking
parking space – approx. 300 cars of which 50 cars
can be Parked in front of the store
34. Process Time Taken
Generating The Idea May –June
1 month
Planning July
1 month
Selection
Proto
Final
August 1month
September 1 week
Placing Final Order October- November
1 month
Pre-Production Date November- December
1 month
TIME AND ACTION CALENDER
Accumulation of Sourced Raw
materials
December – January
1 month
Production Date January – February
1 month
Delivery Date March
2nd week
Warehouse May
1st week
In store May
3rd Week
Launches on June 6
35. COMPETITOR ANALYSIS IN AGRA
4Ps FABINDIA BODY SHOP
PRODUCT
PRICE
PLACE
PROMOTION
offers assortment- grocery & skincare
products as well as apparels.
very less variety in personal care/skin
care products
extremely low from Rs.95- Rs.1190
No discount or sale on its products
Sanjay Place
minimal only print ads during
promotions.
offers great deal of products for men &
women both
The variety it offers is commendable.
Averagely priced from Rs.175- Rs.2695
offers discount and sales on its products
Sadar Bazar
Has a promotional strategy
38. SWOT Analysis
STRENGTH WEAKNESS
OPPORTUNITY THREAT
•
Lack of advertising
• Slightly hesitant and reserved
customer base
• Sales restricted to stores
• Lack of consumer awareness
• Non existent in Agra
•
Untapped potential customer
• Major tourist location
• Growth in men’s skin care products.
• Increasing online buyers.
• There is no direct competition for
the brand
• Resistance towards buying a
new brand
• Highly diversified markets.
• Economic downturn can hamper
sales
•
Leading player in niche market
• Brand( Name, Image, Ethics, Values,
Natural ingredients)
• 81% literacy rate
• High disposable income
• Aims to enhance its image in local
market
