Research Paper on:
Marketing of The Body Shop

Unformatted Sample Text from the Research 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