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Body Shop Brand Extension

In: Business and Management

Submitted By stincruz
Words 550
Pages 3
Brand extension: the body shop(interesting name, everybody have a body)Emphasis on communication(Think about global customers)
Why would the brand extend
Beauty with heart
What the brand stand for (Armani has got hotel)
SWOT
Competitors
Skin care, body care,
Consumer
Threats
Be more precise
Specific what is about
Origin things
Ethical economics
Cosmetics or body care
Skincare is something else

Forecast tight the belt
Value for money
Why choose the body shop-

How should they position it strongly
Market growth
Consumer taste, trends

Implications of their strengths
Summary of every swot
How far could you stretch your brand

The body shop competitors: Lush/L’occitane/Sephora/Kiehl’s/ Alliance Boots/ Olay/ Nivea

Product line:
– Bath and body care
– Skin care
– Fragrances
– Make up
– Men line

Category: Cosmetics
Slogan: Nature’s way to beautiful
SWOT:
S: - Wide range of beauty products: 8 Categories of beauty products with more than 1200 products
- Huge franchisee network: Over 2,500 franchised stores in more than 60 countries
- Re-designed store layout, not only ambience creates customer attraction, but also story selling to enhance emotional connection.
- A high brand value and is viewed as a socially responsible company because of its engagement in many philanthropic activities
- Good supplier network. Sources raw materials through Community trade fairs.

W: - There is very little advertising of its products.
- Due to franchisee system, there isn’t enough control by the proprietors.
- Slow service for the customers due to crowded shopping center location, in combination with the fact of inadequate personnel.
- Slower distribution due to Chemical legislation.
- Unstable supply of ingredients and materials.
- New Legislation banning animal test products may rising competition by…...

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