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A survey of customer satisfaction witticisms Cafe

The purpose of this survey Is to measure customer satisfaction with Campus Cafe’s. This study not for commercial purposes and is conducted by a group of OUTS students as part of study for a Marketing Research assignment. We would like to receive your feedback, comments and suggestions about Campus Cafe’s customer offerings. Please take few minutes to answer the following questions. This survey ensures your identity remains anonymous as we respect your privacy.

General questions:

1. Have you ever been to Broadway Campus Cafe? Please tick one Yes continue to the next question No – Thank you for your time!
2. How often do you drink coffee alone? Please tick one Daily Couple times a week Once a week Couple times a month Monthly
3. What are the reasons for your visit to Broadway Campus Cafe? Please tick one Enjoy with yourself Enjoy with your work partners Enjoy with your friends Enjoy with your family Others
4. What Is your favorite coffee? Please tick one Long black Espresso Machismo Original late Original cappuccino Reallocating Special flavor coffee Campus Cafe.
5. Please use the scale below to rate your level of agreement for each statement Campus always provides me high quality coffee. I strongly believe that the quality of coffee served in Campus is good. The quality of coffees served at Campus is of superior quality.
6. Now we are interested in your opinions about the range of coffee served at Broadway Campus Cafe. (Please use the scale below to rate your level of agreement for each statement) Campus serves a variety of different coffees I find that there is a wide range of coffees available at Campus Cafe There is a vast election of choice for coffees at Campus cafe.
7. Now we are interested in your opinion about the price of coffeepot Broadway Campus Cafe. (Please use the scale below to rate your level of agreement for each statement) Campus Cafe offers low priced coffee. I find that Campus Cafe offers coffee at cheap prices. Coffee available at Campus Cafe is available at reduced prices
8. Now we are interested in your opinions about the speed of services at Broadway I find that the Campus Coffees offers quick service. Campus Coffees has a fast speed of service. Campus Coffees is swift Speed of service offered at 11.
9. Now we are interested in your opinion about the ease of awareness of promotional information about Broadway Campus Cafe. (Please use the scale below to rate your level of agreement for each statement) I find it is easy to discover promotional information about Campus Coffees I need to ask staff about promotions at Campus Cafe. Finding information about promotions is not hard at Campus Coffees. The Broadway Campus Cafe store is clean. Whenever I visit Campus Coffees, I find that the store is spotless. Campus Cafe store at Broadway is hygienic.
10. Now we are interested in your opinion about the friendliness of Staff at Broadway I find the staff are very courteous at Campus Cafe. Customer service is always friendly at Campus Cafe. Campus Coffees offers welcoming customer service.
11. Now we are interested in your opinion about the quality of music played at I like the music at Campus Cafe. Campus Cafe plays enjoyable music. The music played at Campus Cafe is pleasant.
12. Now we are interested in your opinion about the location at Broadway Campus Cafe (please use the scale below to rate your level of agreement for each statement) Campus Cafe is located in a prime area close to amenities I find that the location of Campus Coffee is convenient Campus Cafe is in an easy-to- find location
13. Now we are interested in your opinion about the intention to revisit. (Please use the scale below to rate your level of agreement for each statement) I will definitely make purchases at Campus in the future. Campus Cafe is my first choice when I want to buy a cup of coffee. I intend to revisit Campus Coffees again.

Based on the SOOT analysis of Tea Tree Concealed, it mentions that Tea Tree Concealed needs to be more popular and needs to uses the gender segmentation that to enlarge the market with the men’s market because the demand of men’s cosmetics market is increasing especially of the concealed. Therefore, the marketing objectives are to enhance the promotion of Tea Tree Concealed that can increase 5-10% sales in short term; and in long term, The Body Shop can develop a Men’s Tea Tree Concealed to satisfy men’s satisfaction of concealed that the concealed can take care about men’s face skin.

For the marketing strategies, for short term, the body shop can use promotion tools, such as advertising in Faceable, beauty magazines and promote next to the MAT escalator. Also, the body shop can give general customers 5-10% off discount for buying Tea Tree Concealed. And the PIP can get one more discount after the new product has got 5-10% discount. Moreover, The Body Shop can give out the sample for people like and share the post on The Body Shop’s Faceable page, after that show it to the staff, then they can get one sample; and The Body Shop can have corporation with Managing and Watson.

If people consume above $1 50, they can get a sample of The Body Shop. For long term, The Body Shop can use marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealed and to open up the men’s concealed market, a men’s product that calls “Men’s Tea Tree Concealed”. In product strategy, The Body Shop can put in money on Research & Development, to develop the “Men’s Tea Tree Concealed”. In pricing strategy, Market-penetration pricing is the company choice on setting price because the tea tree collection of The Body Shop is famous in Hong Kong but the tea tree concealed is not familiar with the

Marketing Plan for the Body Shop By kinesthesia men. In promotion strategy, The Body Shop can set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new product as men may feel shy to buy make-up product so set up a counter is every shop help the company to find some target. Also, the company will give out some sample if people click ‘like’ in Faceable fans page and to have video promotional campaign, people who have tried to use our product can Join this competition.

The users have to make a video about the feedback from using new tea tree concealed; he top 10 participants who obtained highest ‘like’ on their video clips can win $1 500 cash. For the marketing budget, Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealed & Men’s Tea Tree Concealed, it shows that it will have a profit in the end of the promotion of Tea Tree Concealed and also have a profit in develop a Men’s Tea Tree Concealed. Contents I Page I 1.

Introduction

So, we decided that the concealed must produce with organic materials. Finally, y Shop’s Tea Tree Concealed, which launched in 2009, NAS been the character in this marketing plan because Tea Tree Concealed is a concealed which it reduces with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti- bacterial benefits and an infusion perfect to help blemished skin The Body Shop uses the gender segmentation that the consumer market is mainly women. We can know from the lots of products collections are mainly decided for female, for instance, Vineyard Peach, Extra Virgin Minerals etc.

Although cosmetics’ consumer market is mainly women, the demand of men’s cosmetics market is increasing especially of the concealed. This is because men need a better appearance that it is good for their work and interpersonal relationship. Therefore, The Body Shop needs to enlarge the market with the men’s market. Not only the women market is important, but also the men market. This marketing plan suggests some marketing strategies, which uses marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealed and to open up the men’s concealed market, a men’s product that calls “Men’s Tea Tree Concealed”.

For increasing sales of Tea Tree Concealed, we can mainly use promotion tools, such as advertising; and promotion mix strategies, such as push strategy and pull strategy. For open up the men’s concealed market, we can use product strategy, price strategy, place strategy and promotion strategy, to promote the new product, “Men’s Tea Tree Concealed”. The marketing plan for Tea Tree Concealed is presented as follow. Current Marketing Situation Analysis Background Information * L’Orealal – Company Overview The L’Orealal Group is the world’s largest cosmetics and beauty company.

Over 500 brands and many thousands of individual products such as hair color, permanents, hair styling, body and skin care, cleansers, makeup and fragrances five worldwide research and development centers. There are two in France and one in the U. S, Japan and China. On 17 March 2006, L’Orealal purchased cosmetics company The Body Shop for IEEE million. Their slogan is “Because we’re worth it too” and the Head office is in the Centre Eugene Schuler in Chicly, Haute-De-Seine, near Paris. In 2003, L’Orealal announced its 19th consecutive year of double-digit growth. In 2007, L’Orealal was ranked 353 in the Fortune Global 500.

The targeted markets tot L’Orealal are mass, professional, luxury, and active cosmetics markets. They own interests in various activities such as fine chemicals, health, insane, design, advertising, insurance. * The Body Shop – Company Overview The Body Shop International Pl, a part of the L’Orealal family, which specialized in producing beauty and cosmetics products. It is founded in the UK in 1976 by Dame Anita Rowdier. There are more than 2,400 stores in 61 countries including Thailand, Australia and America. “The business of business should not Just be about money, it should be about responsibility.

It should be about public good, not private greed. ” – said Dame Anita Rowdier, founder of The Body Shop. The Body Shop creates a non-animal-testing and a fair trading company image. Every reduce is animal cruelty free and it is the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for its Against Animal Testing policy. The Body Shop believes in fair trade, had set up own fair trade programmer, called Community Trade. Community Trade works over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures.

The Body Shop has five core values, which are Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem and Protect Our Planet.

Current Market Analysis

L’Orealal / The Body Shop In this section, we will divide into three parts related to market analyses. First, the market share of the L’Oreal in the world as The Body Shop is under this brand. Second, the market share of The Body Shop in the world and Hong Kong. Third, explain the target group and their needs of The Body Shop. First, the L’Oreal is a worldwide brand which its shops located in 130 countries.

The largest market of the L’Oreal is Asia, Pacific, followed by Western Europe and Northern America, which means Asia has a very high potential to keep increasing. From the graph next to, Asia, Pacific share nearly one-third of the worldwide cosmetic racket. Also, from the expectation of Remuneration, the market share in Asia Pacific will be changed in 2013, the share of China will increase from 22% to 28 % Breakdown of the worldwide cosmetics market Moreover, due to the improvement of the technology and increase in quality of life, more and more cosmetic products appear in the market, causing keen competition.

In 2011, the L’Oreal is act as leading role in the world, which is 2 than the other. Tot sales more Second, The Body Shop promotes using organic material and adopting community fair trade, that’s suit the taste of people in the world which have a higher standard of environmental friendly. As the result, The Body Shop has become one of the top 20 cosmetic brands of the world in 2011. Furthermore, compare the sales in the past two years of The Body Shop, the sale increased from 2010 to 2011 in Western Europe and the New Market.

The New Market refers to Asia, Pacific Area, for example, China and Middle East. Although we cannot Judge that the market share has increased, we can compare the proportion of sales by geographic. The New Market increased 1. 4% form 46. 9% in 2010 to 48. 3% in 2011. This means The New Market has become more important to The Body Shop. Omen. We can know from the product collections of Vineyard Peach, Extra Virgin Minerals etc. These products are mainly decided for female, as skin in different between female and male. Also, the Body Shop promotes using organic materials to make their products.

Citizens improve their sense of environment, so the reasons for citizens to choose their cosmetic products not only force on the quality of the product but the level of environment friendly of the product. Furthermore, The Body Shop buys the raw materials under a fair trade system which they have fulfilled their social accessibility, the farmer can earn more compare to other products which do not adapt fair trade. Customers will consider this point as their decision criterion. Lastly, there is only one way to beautiful, nature’s way. ‘ This slogan is very impressive for nowadays customers.

It’s because there is a lot of news or report point out that chemical has been put into cosmetic products. Also, as the quality of life increased, customers are willing to spend more money to buy nature products. * Concealed Market useful to cover the imperfection on the skin. It is an important character that it can give people a better appearance. This product is mainly used by women, but use among men is increasing. The concealed is a type of makeup used to cover under-eye circles, pimples and other small blemishes visible on the skin. The concealed also can cover redness and even body flaws such as birthmarks, scars and vitality.

The market of concealed has intense competition, for instance, The Body Shop(Product name: Tea Tree Concealed), Bobbie Brown(Product name: Creamy Concealed), CLC De Pea Beauty(Product Name: Concealed), Beauty Tech(Product Name: Ice-cream Concealed ), MAC(Product Name: Select Cover Up), Shush Immure(Product Name: Point Coaler) etc. Also, some tot the concealed is especially tort a part tot skin: tort example, whole tact, under-eye circles, pimples.

Product Review – Tea Tree Concealed (The Body Shop) We are focus on The Body Shop’s Tea Tree Concealed, which launched in 2009.

Tea Tree Concealed is a handy portable stick to conceal blemishes which without over drying the skin. It also produce with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished skin. Also, it traditionally used to promote healthy-looking skin and has fantastic skin moisturizing properties. It costs HACK$139 / 4. G (sass’s price).

Competitor Analysis

Curlicue Curlicue has spent 25 years to explore the organic and patronymic ingredients and our unique Bio inherent process to create the purest, most powerful skin care.

From patronymic farms in South Australia, the leading natural innovation, we have to unlock the potential of the combination of nature and science to create an effective product is beautiful. Just means you healthy, beautiful skin. The Curlicue farm: Their factory on the farm lived a pampered life. Curlicue’s founders searched the world’s richest, most clean on Earth, to build our farm. They found that, in Adelaide (Adelaide Hills). Today, this pristine environment is a wide variety of plants, herbs and flowers, and provides the natural forces Curlicue high performance mixed.

As the only Australian beauty brand, our own certified patronymic farm (NASA, the National Association of Sustainable Agriculture, Australia certification), we can prove the purity of our harvest. We follow strict organic and patronymic farming principles, in order to achieve our recognition. In order to maintain a perfect nature, we tend to pick the crop of hand-sorted. The nature of the work and do not oppose it, and we trivet to create a richer soil, which means healthy plants, extract and more effective products. So this is a natural process, better farming more beautiful skin.

Benefits: It is a natural skin tones covering cream, in order to help to reduce the appearance of defects. Also, it can help balance oily skin surface sebum moderate and can help protect environmental aggressors. Ingredients: The witch hazel extract objects and tea tree oil help to gently clean and moderate sebum in the skin surface. The marigolds and self-healing extract offers comfortable performance and help rebalanced the sensitivity. Aloe extract and glycerin strongly hydrate, and helps to soften the skin. Grapefruit seed extract contains antioxidant properties and helps protect the skin against environmental damage. Irritable Airframe was founded in Sweden in 1967 by Hamlin brothers, has become an international market in more than 60 countries around the world. Cosmetics direct selling company. Airframe has a wide variety of innovative product lines, Sweden, natural beauty products “by 360 Million independent sales consultants are sold worldwide, and has created more than 1. 5 billion euros a year in sales. It is natural beauty products from Sweden. Airframe offers industry-leading career opportunities, and help people to earn income from the first day of added while moving.

The goal of the current personal dreams and ambitions, this is our unique the career concept – “the creation of wealth today, tomorrow achievements Dream. ” Respect for people and nature, become the basis of the company’s operating Philosophy, and is reflected in the company’s social and environmental policies. Airframe co-founder of the World Children’s Fund, and contributions to numerous global philanthropy projects. Airframe is a listed companies, the stock is listed on the NASDAQ OMG Nordic Exchange. SOOT Analysts We are focus on The Body Shop’s Tea Tree Concealed, which launched in 2009.

We use the SOOT Analysis to analyses Tea Tree Congealer’s Strengths, Weaknesses, Opportunities and Threats. Strengths The Body Shop International Pl is a part of the L’Orealal Corporate group. L’Orealal Corporate has a lot of capital, it can support The Body Shop International ply’s finance and it can have some large scale promotional campaign without consider financial problem. Also, the L’Orealal Corporate is the largest cosmetics and beauty company in the world. It is famous, so, The Body Shop International Pl can use the L’Orealal Corporate rand name to have some promotion and it will be more effectively.

Furthermore, the Body Shop International Pl has a positive reputation and image because of their non-animal-testing and fair trading company image. It can attract some customers, who support non-animal-testing and fair trading, to buy the products. For the Tea Tree Concealed part, one of its strengths is that it is a handy portable stick. This is because customers can easily bring it goes out and leave in somewhere easily. After use the Tea Tree Concealed, it will be without over drying the skin and it is good for our skin too.

Moreover, the Tea Tree Concealed is made of organic tea tree oil, which is not only an infusion perfect to help blemished skin, but it can also attract customers, who support using organic raw material, to buy it. Weaknesses The Tea Tree Concealed only has one color tone, it is not suitable for every because different people have different skin color. It only has one color tone that it can satisfy a little part of customers but not lots of customers. Without doubt, everyone has different skin, such as dry skin, oily skin, combination skin, normal skin and sensitive skin.

The Tea Tree Concealed only has one type and it also cannot satisfy lots of people, only a little part of customers can use it. Also, as we all know, The Body Shop International Pl is founded in the UK in 1976 by Dame Anita Rowdier. It is a western company and their products might be more suitable for foreign people. Therefore, the Tea Tree Concealed may not be suitable for Asian. It cannot satisfy more people. Opportunities First of all, many existing cosmetics and skin-care products were tested on animals before they promote to the market in order to make sure the usage of them will not harm human bodies.

However, The Body Shop against animals testing, every one of the products is animal cruelty free and vegetarian, which means we do not destroy the habitat of the animals and us. As a result, this is an opportunity of us to promote our product with this special characteristic. The second one is that the product have not taken care the men’s market. The skins of men and women are not the same, so do the needs of them. If we still only focus on the women’s market, our sales would only stay in the same level, so we should not only focus on the women’s needs but also the men’s to enlarge the market.

As a exult, this becomes one of the opportunities for the company to expand the men’s market and to increase sales volume. Third, the Body Shop is supporting Community Fair Trade, for example in Kenya. Most of the products contain Community Trade ingredients. This can attract customers who are also supporting Community Fair Trade. The body shop is also defending human rights, in order to treat all people in a fair and open fashion, to respect and value their integrity. Last, we are seeking and sustaining natural materials, and using planet’s resources wisely.

These are the ways how we approach our environmental target, protect our planet. Threats The competition from competitors such as Curlicue’s natural skin tones covering cream who are also at the same level is keen. They are also providing same type of products and which are inexpensive to attract our same target groups. As a result, we have to consider about what are our vantages and extent them to get more awareness. Furthermore, the brand image of The Body Shop has become old, and is it not that attractive to the new young customers.

So there is a need for The Body Shop to re u d the image into task Marketing Objectives ion and vita Our marketing objective has two parts, one is short term and other one is long term. We will explain as follow. Short Term Concealed needs to be more popular. Therefore, the marketing objective is to enhance the promotion of Tea Tree Concealed that can increase 5-10% sales in short term. It means that we will increase 5-10% sales of Tea Tree Concealed in 5 months. Long Term As for the long term objectives of The Body Shop, it mainly has two steps want to achieve.

1. Develop a new tea tree concealed for men From different researches in the market, we know that the make-up market for men is now expanding; more men are more focus on their appearance for different perspectives. Therefore, The Body Shop should invent a new tea tree concealed for men only, which can focus on the needs of men, such as promotes healing of acne, keeps your skin elastic and improves appearance of wrinkles and fine lines. As a result, the company would like our research and development department can invent a men concealed within nine months’ time.
2. Sale 10000 concealed within six months The company aims at maximizing the profit of the company. If The Body Shop promotes the new product, “Men’s Tea Tree Concealed”, its focus on the needs of men, so The Body Shop can increase its profit as it promotes a new men product. The company will have a questionnaire in the future so that we can know more about our market, for example, setting our target group, the price that people can accept, which promotion strategies is the best for our market. As a result, we would like to sell 10,000 pieces of concealed within six months’ time, which is a measurable objective.

Marketing Strategies Short term To mention the short term objective of the Body Shop, we mainly want to attract some new customers by the new products. On the other hand, we also need to make the original customers continues to consume on our brand. And thus, we have discussed our mainly short term strategy to achieve our aim.

1. Advertisement The Body Shop can have three major ways to show our advertisement. The first one is Faceable. Nowadays, Faceable is a popular website to let people share their feelings and photos. And Faceable in Hong Kong is also necessary to people. Thus, do promotion on Faceable is an effective way to make more people know our new products. The second one is magazines. Magazines major target is office workers and the teenagers, and this target group is same as our products. Therefore, promotion on the magazines one big page can easy to let our targets know our new products. And the third one is promote next to the MAT escalator. MAT has many streams of people every day. And it is free when the people are standing on the escalator.So, display on the escalator advertisement board is also easy to let people know our promotion.
2. Discount For the general customers, The Body Shop can give them 5-10% off discount. And the PIP can get one more discount after the new product has got 5-10% discount. It will be effective that the cheaper price can make the people try it and also it can conveniently to attract more people being The Body Shop PIP.
3. Sample The Body Shop can give out the sample more effectiveness. If we Just commonly give out the sample on the street will wreck the value of product.And thus, we have planned to ask people like and share the post on Faceable, after that show it to the staff, then they can get one sample. This method can let people try our new product and also indirectly help our brand having a promotion simultaneously.
4. Sponsorship We try to have corporation with Managing and Watson. If people consume above $1 50, they can get a sample of Body Shop. Sponsorship can provides a great means of broadening our competitive edge by improving our company’s image prestige and reducibility by supporting events that your target market finds attractive.

Long term For the long term plan for the Body Shop, the company purposes one and half year plan, which help the Body Shop to achieve the goals on developing a new tea tree concealed for men and increase the sale for product. The company will divide the plan into ups. Product: As we all know, the make-up market for men is now expending so the Body Shop should grab this golden opportunity to develop a new tea tree concealed for men only. The skin is different between men and women, the company should focus on

1) Anita Roddick created the body shop in 1976 with the objective of opening an environmentally conscious cosmetic store. Today, the Body Shop (BS) has grown from being a single “hippie” store in England to a multinational company with over 2265 stores in 50 countries enjoying sales of ? 820,000 in 2006/2007 period. (mintel 2006) People say that “one person cannot make a difference” but Anita Roddick proved it wrong by sticking to here ideals and ideas of doing business.

This extract from the Body Shop’s mission statement ‘to dedicate our business to the pursuit of social and environmental change’ (www. thebodyshop. co. uk), shows us how she created a new way of dealing with customer needs and wants. She saw it as a better option to put customer and society in the first place and by doing so, gain sales for good conduct. This way of doing business was not only proved to be extremely successful but many marketers followed the BS concepts, attempting to maximise potential profit by imitating Dame Anita Roddick’s set of ideals or values.

Throughout this essay, we will investigate how Anita Roddick successfully used marketing tools to promote her chain of shops and her strong principles and see how today’s businesses can follow Roddick’s footsteps in successfully targeting the emergence of new consumer groups in the organic food market. Anita Roddick’s BS has not been an immense success for no reason. An explanation of the BS general success in world markets is that she was one of the pioneers in developing a more ethically based business.

We will have a look at how she maximised the 4 P’s (product, place, promotion and price) to promote her chain of shops and strong principles. Product The BS sells and produces cosmetics and toiletries made from natural ingredients all over the world targeting principally women with a medium to high income and with deep social conscience and commitment. Its product range can be divided into eight categories each including a range of quality products. Each body lotion, shampoo, bath & shower gel, etc. comes in different sizes in recycled, recyclable or biodegradable packaging. The

Product Life Cycle of the BS is still in the growing stages as competition is still increasing due to an increase in interest in the industry’s potential. Furthermore, the market is continuously evolving as more and more people become more ethically aware. Branding is very important as it differentiates the company from other skincare companies. Anita Roddick managed to create a brand which positioned itself as promoting good environmental ethics at a time where Europe was becoming “greener”, strongly differentiating itself from companies looking to increase profits at any legal cost to the environment and to society.

But since the French cosmetic giant L’Oreal bought the BS, BrandIndex measured a drastic drop in the ratings of BS reputation. Even though, the company promised to keep its ethical cosmetic brand intact, the public’s opinion on the BS did not take long to change. (http://www. brandrepublic. com) Price The Body Shop has been able to set premium prices because of the assumption that people would be willing to pay more for a product which they think is contributing to social and ethical issues.

The fact that the BS is involved in issues such as fair trade, animal testing and has strong environmental views gave them the competitive advantage of product differentiation. But since competitors such as Boots or Bath & Bodyworks in the states have started their own natural product range at prices below the BS, profits have decreased in comparison to previous years. From 2002 to 2003 sales grew by only 5% compared with competitors whose sales rose by 27% in the same period.

It could also be said that the BS prices are in the mid market pricing range as there are products more expensive such as for example Boots natural-based products but much cheaper than Chanel or Estee Lauder beauty products. Furthermore, the cost of production of the BS products may be higher because of fair trade issues with local communities. But critiques say that the “Trade not Aid” projects are simply a marketing tool and that not even 1% of the sales go to the projects. (www. mcspotlight. org) Promotion The BS way of advertising has mostly been done through indirect advertising.

Indeed, by associating themselves to Greenpeace or the save the whales project or by doing fare trade with indigenous communities for example, journals, newspapers and magazines have written about the company’s products, campaigns and beliefs without the company actually carrying out or spending any money into promotion campaigns. The BS believes that beauty is reality and strongly disagrees on the advertising campaigns trying to glamorise their products – ‘We’re saying our products will moisturize, cleanse and polish; they will not perform miracles. (Mrs Galanti, 1997). This was stated in 1997 after the release of a rare mainstream campaign called “Love your body” due to increased competition in the marketplace. The Body Shop also makes extensive use of its web site, delivery lorries and shop windows to communicate its campaigns and beliefs. Packaging is also a way of promoting a product. By showing consumers that the BS is involved in recycling plastic bottles used in the packaging of a product for example, it positions itself furthermore in the customers mind as being an environmentally caring organisation.

It also tried to push consumers to use refills but the impact of this campaign was minimal. Furthermore the BS also called for more people to recycle their old mobile phone. (Mintel, 2004) Place The BS looks closely at the store location, as customer accessibility to the store is very important. They are usually located on high streets, in department concessions depending on important factors of accessibility such as parking, visibility or even public transport. Stores are usually arranged as a boutique layout with products arranged according to their function.

The atmosphere of the BS retail outlets is relaxed and sympathetic, inherent to the overall design of the BS shops. There is plenty of information on ingredients and the origin of the product available to the customer. Furthermore the BS rapid growth and international expansion was helped through franchising. Finally, the rise in demand for ethical products has provided many opportunities for marketers. Dame Anita Roddick, was one of the first to point that out and through product innovation and brand reputation, she managed to build a multinational company from virtually nothing.

However, today’s cosmetic market has highly evolved and is far more competitive than it used to be. The challenge for the company is to revitalise its retail outlets, improve their product offer and brand communications in order to grow store sales and invest in employee development and customer service. 2) Markets within an economy rapidly change offering opportunities for companies to increase profit and to expand. The marketer’s job is to react to these changes and put the company in the right direction.

The organic food market for example has grown rapidly with consumers increasing spending on “ethical” food by 800 million to approximately ? 5. 6 billion in 2006 (“Ethical consumerism report 2006”- Co-operative bank). Furthermore, most developed countries are seeing a rise in organic produce, ‘The organic market has boomed in recent years, growing by 25% annually on average’ – (www. timesonline. co. uk). These figures show us that the organic movement is moving on a global scale with an increase in consumer interest in how and where food is produced.

It could be said that the rise in the demand for organic products is due to the rising average age and due to media spotlight. Indeed, media are constantly focusing on the consequences of climate change and on how the earth’s resources are being depleted pushing fellow human beings to act more responsibly and ethically in what food products they buy. This has lead people to believe that by eating organic food, a person will stay healthy – ‘studies in 2006 and 2007 have found higher levels of Vitamin C in organic fruit and 68 per cent higher levels of omega-3 in organic whole milk than non-organic whole milk. (www. bbc. co. uk). On the other hand, with more elderly people in the UK after the baby boom of the early 50’s, the market is likely to see people buying organic/healthy food rather than GM food offering new opportunities to marketers in terms of how to advertise and promote their products. This could be done through promotional campaigns aimed at elderly people, informing them of the availability of organic food in their respective supermarkets or by associating the organisation to environmentally friendly associations such as Greenpeace and beneficiate of indirect advertising.

To be the first to come into a customers mind as being an organisation which cares about the environment would definitely give the company a strong competitive advantage. Two of the major leading supermarkets such as Tesco and Sainsbury have both recognised these changing consumer needs and have introduced organic food and organic policies within their stores – ‘To meet this growing demand Sainsbury’s has re-launched its organic range as Sainsbury’s SO organic and is committed to broadening the appeal of and extending its comprehensive range of organic foods. ’ (www. jsainsburys. co. uk).

Additionally, Sainsbury has recently ‘banned the use of palm oil from unsustainable sources in its own-brand products’ which has been argued by Greenpeace as a “positive first step” towards the end of the destruction of the Indonesian rainforest (www. marketingweek. co. uk). Another way of promoting the organisation could be to introduce fair trade products in our supermarkets aisles. This would not necessarily be done in a profit objective scheme but instead to show customers the organisation’s involvement in helping local communities even though profits could be made if an appropriate marketing strategy was applied.

Another important factor to consider is packaging as it can be used for promotional purposes. This could give them an advantage over rival companies that may not sell organic food. Additionally, organisation could also concentrate on creating “greener friendly” packaging – ‘A UK company has launched a new range of convenience food packs manufactured from biodegradable plastic. ’ – showing their awareness of the influence they have on the environment and their dedication to play a role in conserving the planet. (http://www. foodanddrinkeurope. com).

The difficulty for the marketer will be to set attractive and adequate organic packaging at the lowest possible prices. This brings us to price considerations. Organic food is without a doubt more expensive to produce and sell than non-organic food giving the marketer the difficult challenge of setting a competitive price with rivals and at a level that still sees the company being profitable. It is also important that marketers are aware of how much people are willing to pay for organic food in order to maximise profits. Moreover, prices are set to increase as ‘exceptionally high market growth rates are causing demand to outpace supply. (http://www. organicmonitor. com) On the other hand, The Food Standard Agency and scientists still believe that organic food as a whole, is not necessarily healthier for a person than GM food – ‘there is no scientific evidence to suggest organic food is healthier’ (www. guardian. co. uk). Furthermore, Chefs such as Gordon Ramsay argue that organic food is overpriced and questions its authenticity ‘The problem with organic food is that it has become hip and trendy, overhyped, overpriced and inconsistent. Unfortunately there is now a snob factor attached to it. ’ (www. timesonline. co. k) On this point, marketers will have to make sure that they undertake effective advertising campaigns as well as detailed branding and packaging to promote their products as being healthier than other foods in order to maintain high sales. The reason the organic market has grown so much in the last decade is definitely due to a rise in ethical consumerism. Indeed, after some companies were exposed by the media to how they really operated – i. e. illegal sweatshops for example- and the constant media coverage on the damage caused by humans to the earth, saw consumers take a more ethical approach to purchasing.

This why it is so important to show consumers that the organisation is active in sustaining the earth and its resources. Today, the image of the company should be of first importance to marketers. Tesco and other supermarkets have already revised their strategy and offer for example to use plastic bags more than once- “Tesco claimed that shoppers had used one million bags less than they would normally expect. ” (www. recycling-guide. org. uk). J Sainsbury’s reacted by cutting back on carbon emissions produced by their outlets- “We are currently looking at the big picture regarding carbon emissions and the part Sainsbury’s play in that.

We have been extremely proactive over the last 10 years on all aspects of energy efficiency. ” (Alison Austin, 2007). All these supermarket behaviour changes are done in the objective to remain competitive. Marketers understand that if their company is seen to be “green” then it is likely to be successful in the market. Finally, whichever strategy marketers do choose to adopt, it will eventually determine their level of success in an ever changing society which now focuses on being ethical and more aware of the environment. Bibliography Anon. , November 2007, “Food matters”, BBC. Anon. , March,2006, Body Shop at a glance, FT. om, London, pg 1. Anon. , June 2003,Anita Roddick, Director, London, Vol. 56(11), pg. 60. Anon. , August 2007, Growth opportunity for organic market, Retail world, Vol. 60(16), pg. 22. Brassington F. and Pettitt S. , 2003, Principles of Marketing. 3rd ed. , Pearson Education Limited. Callan E. , May 2006, L’Oreal says it is content with Bady Shop’s ethics GENERAL REATILERS; 1st Ed. , Financial Times, London (UK), pg. 17. Coles A. , Harris L. , 2006, Ethical Consumers and e-Commerce: The Emergence and Growth of Fair Trade in the UK, Journal of Reasearch for Consumers, Crawley: (10), pg. , 6 pgs. Guthrie J. , September 2007, Activist who inspired a business generation; [LONDON 2ND EDITION], Financial Times, London (UK), pg 21. Marketing Week, September 2007, Ehtical consumerism: Lacking in green conviction, London: pg 28. Marketing Week, January 2007, Market research: Unlock the power of brands, London: pg 23 Jack L. , November 2007, Greenpeace backs Sainsbury’s palm oil ban as a ‘first step’, London, Marketing Week. Hofman M. , April 2001, Anita Roddick: The Body Shop International, established in 1976, Inc. Boston: Vol. 23, Iss. 5; pg. 61, 1pgs.

Mintel, 2004, Body Shop campaigns for mobile recycling Mintel, 2006, Company report Mintel, April 2007, Impact of the Environment (The) – UK. The Body Shop International PLC. 2006. Annual report and Accounts. Sample I. , October 2007, Organic food is healthier: study, The Guardian Zink W. , February 1996, The impact of recycling on the cosmetic industry, Drug & Cosmetic Industry, New York: Vol. 158 (2); pg. 42, 4pgs. Web sites Elliot S. , The Body Shop’s campaign offers reality, not miracles. [WWW] [Accessed 21 November 2007] The Body Shop. 2005. The Body Shop values report. [WWW] lt; URL: http://valuesreport. thebodyshop. net/pdfs/bodyshop_valuesreport_2005. pdf; [Accessed 22 November] Bidlake S. 2006. Body Shop reputation is battered by sale to L’Oreal. [WWW] [Accessed 22 November] London Greenpeace, What’s wrong with the Body Shop [WWW] [Accessed 18 November] Anon. , 2007, Product news. [WWW] ; URL: http://jsainsburys. co. uk/index. asp? PageID=419==200 5=583; [Accessed 23 November] Anon. , 2006, Tesco Ads Result in Re-Using Plastic Bags. [WWW] [Accessed 22 November] Organic Monitor, 2006, Global Organic Food Industry Facing Supply Challenges. WWW] [Accessed 25 November] Ungoed-Thomas J. , 2007, Eat your words, all who scoff at organic food. [WWW] [Accessed 22 November] Anon. 2007, Company news [WWW] [ Accessed 23 November] Horne M. , 2006, Ramsay lays into organic food snobs. [WWW] http://timesonline. co. uk/tol/newspapers/sunday_times/ireland/ article625714. ece [Accessed 25 November] ElAmin A. , 2006, Biodegradable food packaging launched in UK. [WWW] http://foodanddrinkeurope. com/news/ng. asp? n=69464-natureworks-rpc-bebo-biodegradable-pla [Accessed 22 November] Anon. , 2006, The Body Shop- Body and soul. [WWW] [Accessed 23 November]

Stances on issues like trade agreements, immigration, taxes or job creation have come to define Republicans and Democrats today. And as campaigns for both parties target voters with rhetoric based on these issues, marketers may be tempted to take a similar approach. 

Given the nature of the 2016 election, profiling today’s voter is more challenging than ever. However, it’s important for marketers to remember that despite the great political divide in our country, consumers are not just “Republicans” or “Democrats” — they’re homeowners, working professionals, students, parents and much, much more. This is why marketers must first understand the multidimensional interests and demographics of the typical Republican and Democrat consumer before reaching them with targeted messaging, and they can do this with data.

According to a recent study from Infogroup, there are notable differences between Republican and Democrat consumers when it comes to their interests, careers and buying behaviors. And these differences can help marketers target today’s voters with messaging that goes beyond typical liberal and conservative rhetoric. 

Related:

Some findings from the study include:

• Democrats are 29 percent more likely to work at a company with at least 500 employees.
• Single-adult Democratic households are 47 percent more likely to shop for fun.
• Republicans are 65 percent more likely to have a home office and 24 percent more likely to be a small business owner. 
• Single-adult Republican households are 42 percent more likely to be adventure seekers, and multiple-adult Republican households are 47 percent more likely to drive a minivan.

With hard data like this, marketers gain a nuanced picture of what a voter looks like, should Democrats or Republicans be their target for a campaign.

Beyond political affiliation.

At the end of the day, it doesn’t really matter what beliefs your Republican and Democrat customers have politically. What does matter is truly understanding who these people are beyond their political affiliation. Without this deeper insight, you risk targeting the wrong individuals in their campaigns with the wrong messaging and will drive a low ROI as a result.

In other words, making broad assumptions about someone’s likelihood to purchase based on his or her voting history alone can be detrimental to a marketer’s campaign. Instead, marketers should use hard data to gain a bigger picture of who a typical Democrat or Republican is today. Political affiliation can provide a starting point for marketing campaigns, but it’s important to remember that these voters also have careers, families and lives outside of the voting booth.

Related:

For example, a brand might know that their typical shoppers tend to vote Republican. But rather than using traditionally conservative messaging to reach this audience, the brand could consider providing a family angle given this group’s likelihood to drive a minivan or an adventurous angle for thrill-seeking single Republicans. 

Similarly, the brand might want to steer away from extreme liberal rhetoric in favor of something more relatable if hoping to target Democrats. Instead, the brand could incorporate messaging about shopping for fun or the corporate 9-to-5 work-style given the insights we know about this group.

Related:

It may be harder to identify the party allegiance to today’s voter, but the interests and motivations of Republicans and Democrats can still be understood with accurate data and insights. Marketers will continue their relationships with consumers long after the election season is over and it is unwise to risk alienating potential customers with politically-themed campaigns based only on out of date stereotypes. Treating voters as complex individuals rather than just a member of one party or another will go a long way during and after an exhausting and emotional election season.