Marketing Communication Programme for the New Product Essay

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Marketing Communication Programme for the New Product

"The Body Shop" offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing an international marketing plan for a new product; a special shampoo which mitigates the hair loss problem of people, particularly for men, to be added to the range for international market in Asia for the Body Shop.

An international marketing plan including an analysis of marketing potential and target segment of the new product, a marketing communication programme for the new product is indicated in this report.

This report also provides a SWOT analysis for The Body Shop and identifies the direct and indirect competitors in the Hong Kong market as well as the international market in Asia.

Introduction of The Body Shop

The Body Shop International is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products.

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Dame Anita Roddick opened the very first The Body Shop® store in 1976 in Brighton, on the south coast of England. The Body Shop now have over 2,500 stores in over 60 countries with a range of over 1,200 products. During 2008, 124 new stores were opened around the world, including new markets in India, Pakistan, Namibia, Poland, Slovakia, Monaco and Egypt. As well as selling their products through their stores The Body Shop also have a direct-selling channel called The Body Shop At HomeTM, where consultants sell products at parties in people's homes. This operates in….....

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