Publisher's Synopsis
Marketing management and planning was essential to body shop, it was the implementation of strategies to achieve long run profitability to body shop and growth. When body shop was looking at how it would achieve this in early years in order to improve the chances long term success, its two keys points to consider are: What was body shop man activity at a particular time? And how it would reach its goals? It might design a strategy that insured a consistent approach to offer its skin care products to raise competition in mind the skin care products changing market. These included product line, distribution methods, marketing communication and pricing. For example, achieving marketing research to Hong Kong and China skin care products market to analyze what were these factors to influence these country people who felt needs to buy its skin care products: Such as internal factors include personality, motivation, learning, perception and attitude; external factors included culture, social class, reference groups, family and personal influences and situational factors included time, income, mobility and availability. The reason was because due to consumers bought skin care products to protect whose skin ( core benefits) and their expectations if who were willing to pay more basic product. To enhance the product level, body shop skin health product needed emphasize that skin products were natural. Products of the body shop offered the same effective and natural and flavor and unique corporate values. Body shop was mostly natural ( augmented level). Far more than the visible products, the shop shop's unique corporate values create the potential value to fulfil customer's desire of making a better health world. It's good corporate desire citizenship went beyond supplying rational and emotional benefits. Body shop might enter China market to improve long term success. The body shop divided its markets to include overseas Pacific Europe, America, Australia and New Zealand, Middle East, Africa and local UK countries. Adrian, P.( 2012) indicated that a sampling questionnaire survey was conducted among 200 consumers, ranging from 18 to 50 ages in May 2006, a total of 170 valid responses that were used for analysis. Among the 170 responses, 66% were females. The findings were: (1) About 60 % hoped that cosmetics could be a symbol of being environmental friendly.(2) 90% would choose products made of natural ingredients.(3) 90% spent less than 300 RMB on cosmetics and skin care products quarterly.(4) 83% Chinese youth ( age range from 18 to 25 ages) were innovators and conscious of environment.Hence, the body shop might take a share of potential market in China. It should launch its products among younger cosmetic industry were young females who chased beauty and were willing to spend money on it. So, packaging was one of the vital factors in attracting client. The body shop took a unique approach by choosing simple packaging. The package was not made for mature women. It was made for young female students, who could enjoy on international brand at an inexpensive cost. The body shop was not only to meet young people's demand for beauty, but the demand of being responsible to environment and human rights. Hence, the target market of the body shop should focus on young people ageing from 15 ages to 30 ages. Hence, body shop might take marketing research in Hong Kong and China market to have more confident to invest in these market to improve more success. Next, Whether body shop might achieve price strategy to improve to raise success chance. An assumption is when the individual client is considering the price of any a body shop's beauty skin health product.
