Research Paper on:
The Body Shop; A Case Study in Marketing

Unformatted Sample Text from the Research Paper:
market and the segments that exist within that market. By understanding the market and its breakdown the company is better able to sell to that market and maximise its potential.  In looking at the Body Shop there is a very strong understanding of the market, this is based in the image and the values that the Body Shop and its  founder Anita Roddick embody. 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 ndie 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