The bodyshopconsumerbehavior kyungheeuniv(korea 2014 prof moon #4)
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Consumer behavior 4 th Team 1
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This PPT is the result of Group #4 of 2014 consumer behavior class(Kyunghee Univ. Prof.Moon, Korea) It has contents of Thebodyshop' customer analysis. Group #4 Member ; Shin ohseob, Kim yoojin, Kim mincheol, Choo wonhye, Lee sunwoo, Kim jongyoon. Thanks.
Transcript of The bodyshopconsumerbehavior kyungheeuniv(korea 2014 prof moon #4)
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Consumer behavior 4th Team
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WhyThe Body Shop
1.Goal is not profit
2.They do not advertise ac-tively
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Natural cosmetice company- High Quality Cosmetics- Reasonable Price
England Brighton in 1976
Soap, lotion from Natural Resources
Eco-friendly Products
2800 branches (66 countries)
L'oréal buyout in 2006
Anita Roddick(1942. 10~2007. 9)
The Body Shop
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Support Fair Trade (community)
Against Animal Testing
Protect the Planet
Activate Self Esteem
Defend Human Rights
Five Values
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What TBS do
Using ‘Episkin’ for the test
Using synthetic musk
Various Value cam-paign
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Financial Statements (2013)
Statement of financial activities Total funds 2013
VOLUNTARY INCOME £ 759,123.00 ACTIVITIES FOR GENERATING FUNDS MERCHANDISING INCOME
£ 633,164.00
INVESTMENT INCOME £ 496.00
TOTAL INCOMING RESOURCES £ 1,392,783.00
RESOURCES EXPENDED COSTS OF GENERATING FUNDSFUNDRAISING COSTS/AWARENESS RAISING £ 110,644.00 MERCHANDISING COSTS £ 394,742.00
£ 505,386.00 CHARITABLE EXPENDITUREHUMAN RIGHTS £ 368,190.00 ANIMAL & ENVIRONMENTAL PROTECTION £ 306,630.00
GOVERNANCE COSTS £ 67,440.00
£ 742,260.00 (60% of Total resources expended) TOTAL RESOURCES EXPENDED £ 1,247,646.00
NET INCOMING RESOURCES FOR THE YEAR £ 145,137.00 FUND BALANCES BROUGHT FORWARD AT 1 MARCH 2012 £ 501,020.00 FUND BALANCES CARRIED FORWARD AT 28 FEBURARY 2013
£ 646,157.00
THEBODYSHOP Balance sheet 2013
Fixed asset
tangible asset £ 5,714.00
Current assets
Debtor £ 210,987.00
Cash at bank and in hand £ 560,800.00
£ 771,787.00
Creditors : Amount falling due within on year-£ 94,144.00
Net current assets £ 677,643.00
Total asset less current liabilities £ 683,357.00
Creditors : Amount falling due after more than one year -£ 37,200.00
Total assets £ 646,157.00
FundsDesignated £ 266.00
Unrestricted £ 496,724.00
£ 496,990.00
restricted £ 149,167.00
Total funds £ 646,157.00
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Why THEBODYSHOP
They are winner of the Retail Awards 2010 for “Most Admired Retailer of the Year83% OF The body shop’s REGULAR CUSTOMERS SAY THAT THEY CHOOSE RETAILERS WHO TAKE SO-CIAL AND ENVIRONMENTAL ISSUES SERIOUSLY. (THE BODY SHOP INTERNATIONAL PLC VALUES REPORT 2011)
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Why THEBODYSHOP
High Brand equity with High customer loyalty
We want to know what TBS’ customer have values and atti-tudes.
We thought about that TBS’ values are no more niche, So How TBS can solve this situation.
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Consumer Analysis1) Attitude, Perception,
2) Motivation 3) Low& High effort
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Attitude
Understanding why the con-sumer feels the way they feel.
Our products within the com-pany and how consumer atti-tudes can be changed.
Influ-ence
Attitude are built up over a period of time
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Perception
Displaying these natural colors
→Appear fresher and cleaner
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Motivation
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Attitude, Perception, Motivation
Attitudes
Motiva-tion
Percep-tion
Purchase/
repur-chase
Have feeling toward the company
positively /
negatively
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Market Consumer Catego-rize
Low effort
• Brand loyalty
• Experience
• Unconscious stimuli
High ef-fort
• Product attributes
• Others evaluation
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In nature cosmetic product market, consumers tend to be repurchase product. Because impor-tance of product is suitable for their skin.
Initially it is hard to be loyal consumer, once be-ing brand loyalty, The repurchase rate is very high.
In The Body Shop, bestseller named White Musk has big brand loyalty.
Low effort
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MISSHA INNISFREE THEFACESHOP
Communication source
INNISFREE
Low effort
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Classical condition-ing
Paired
Natural and Healthy Beauty
(UCS,CS)
UCS
CS
Low effort
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Dual-mediation Hypothesis
Positive response to현빈 or value cam-paign
Belief about TBS innatural cosmetic product.
Positive attitude toward Ad of TBS
Positive attitudeToward The Body Shop
Intention to pur-chase
Low effort
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High effort consumer
How TheBodyShop communicates with high effort con-sumers
Love Your Body Membership TheBodyShop commu-nity
(Korea)
Good Quality
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High effort consumer – Equity The-ory
Benefits
Attributes
Cus-tomers
$Pur-
chaseReview
Discount Sale Sam-ple
OtherCon-
sumers
Good deal
Exposure
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Limitation and Solution
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The Body Shop Loss its key strength
→ To stress position of market leader & use advertisement actively
LIMITATIONS (1)
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BRAND IMAGE PROMOTION PRODUCTS
SUGGESTIONS
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LIMITATIONS (2)
acquired By L’oreal in 2006
Image deterioration
No direct intervention&
Shareholder, not acquisition.
jong yooun
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Q&A
