Introduction
Marketing can be defined as a mix of processes involved in creating value for consumers. It involves identifying market needs, satisfying them, and keeping customers loyal to its brand and products. Marketing focuses on product suitability, pricing, accessibility, and the communication components involved in drawing attention to the products and their features in the market. New technology has permeated and greatly impacted the marketing ecosystem on which organizations are built.
The Body Shop
The Body Shop International PLC is a British cosmetics and personal care products retailer founded by Dame Anita Roddick in 976. It is based in the UK and is presently owned by Natura, a Brazilian outfit affiliate under Natura & Co group (Petropoulos, 202). The company has more than 3000 stores in over 50 countries with a range of about 000 products (Chairunnisa et al., 209, p 322). The Body Shop is best known for establishing social responsibility as a part of the firms brand identity through pioneering the natural ingredients cosmetics market. It has received more attention for selling cruelty-free, ethically sourced, and natural ingredients than its business. Other notable company traits include making financial donations to communities in which it works
, having business arrangements with developing countries, and refusing to utilize ingredients tested on animals. The companys most popular products include coloring cosmetics, mens products, and baby and mother products.
The companys original owner sold the it to another beauty products giant LOreal in 2006, which tests new ingredients on animals. The companys founder was a controversial figure known for having strong opinions (Chairunnisa et al., 209, p 322). She has been quoted saying that she hated the beauty industry and that the industry was operated by men who created needs that didnt exist. She launched social activism through her company, which became good for the business. The Body Shop exists to fight for a fairer, more beautiful world is the companys mission statement (The Body Shop, 202). Its mission and core principle are to provide high-quality products that make individuals feel more beautiful just the way they are. The mission statement has remained unchanged despite the company changing hands severally. The company aims to strike a balance between social, economic, and environmental needs. The company aims to inspire people about self-care, establish community fair trade, boost self-esteem and confidence, and work for the environments benefit.