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EXECUTIVE SUMMARY The year 2006 Marketing Plan for The Body Shop International consists of The view of present company situation Company managed to successfully market itself for 3 decades as well as expand very fast through retail franchising model Constant product development has shown positive results in sales Trading relationships with communities in need has enabled company to outsource high quality sustainable and relatively cheap materials Growth Model Acquisition of independent The Body Shop franchisee stores In Hong Kong and Canada is expected to marginally increase stakeholder value As well company plans to open 120 new stores in four regions Current Marketing Strategy The Body Shop employed green marketing strategy to build customer base in the market by help of publicity The Body Shop considers the most efficient way of advertising through using its shops and staff By using the shop windows company runs posters and by using the staff informs their customers Marketing Objectives One of core company objectives is to move the brand to a masstige positioning Mass-market combined with prestige Opportunities for Expansion The worldwide cosmetics and toiletries market has a turnover in excess of 80 billion with 31 annual growth dominated by major companies like Proctor and Gamble Unilever Shiseido LOreal Avon and Revlon Even though competition levels are high there is a high growth potential for male grooming products in UK USA and Europe Men in the UK spend a total of 1351 million in year 2005 Strategic development options The Body Shop does not reach market segment aged between 8 and 14 Because of different marketing approach company does not use intensive advertising campaigns through mass media Company distribution channels have to be widened Expected profits Company predicts operating Profit of 8356430m during year 2006 around 15-20 increase compared to previous year 2006 Marketing Plan focus is on how to deliver positive store sales performance and ensure that new strong and disciplined operating practices are used and the ones
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