Marketing Analysis on Body Shop Essay

4418 Words Jan 4th, 2011 18 Pages
INTRODUCTION

The Body Shop International plc is a global manufacturer and retailer of naturally inspired, ethically produced cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, The Body Shop now has over 2,400 stores in 61 countries, with a range of over 1,200 products.

Body Shop has a strict no animal testing policy. In fact The Body Shop is the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.

The Body Shop is a leader in promoting greater corporate transparency, and it has been a force for positive social and environmental change through our campaigns around our five core Values: Support Community Trade, Defend Human Rights, Against
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Estee Lauder Company (10.9%), Procter & Gamble Company (9.3%), Revlon Inc. (7.1%), and Avon Products Inc. (4.7%) round out the top five. Shiseido Company Limited (4.2%), Coty Inc. (3.3%), Kanebo Limited (2.1%), Kose Company Limited (2%) and Chanel S.A. (1.7%) round out the top 10. Together these producers account for 62.1%, or $15.15 billion, of the total $24.4 billion global cosmetics market.
The balance of the top 20 global cosmetics companies; LVMH, The Body Shop, Mary Kay Inc., Kao Corp., Yves Rocher SA, Pola Cosmetics Inc., Beiersdorf AG, Oriflame International SA, Alticor Inc., and the Boots Company PLC, account for a roughly combined 11% of market share, according to Euromonitor International. Overall, the top 20 cosmetics producers accounted for roughly 73% of the global marketplace
Of the estimated 11% market share, Body Shop has been able to carve out about 4%, with LVMH (An international group with over 50 luxury brands) commanding 5% and leaving the rest to handle 3%.
Market segments
The Body Shop operates in the following regions around the world; • Americas • Asia Pacific • Europe • Middle East • United Kingdom
Market Trend
Demand for Natural Cosmetics: General rise in the demand for natural products that are seen to be healthier.
Growth of Sales Channel: With the

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