Pros And Cons Of The Bodyshop

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When an entrepreneur is associated with the brand or the brand name is under the professional names its called personal branding. Personal branding is good as the values of a professional is linked with the brand and represents The Bodyshop after an impactful success faced certain challenges and negative public propaganda, which led the CEO of the company to restructure the policies and cater the issues first. The company was under economical and financial pressure in the 1990’s which forced them to take restrictive measures and face tremendous loss. Table 1 shows the turnover and profit over the years; it established till it started reviving in 2005. The issue arose of inventory accumulation and launching of excessive products. The inventory…show more content…
However, this branding has its drawbacks. The body shop while restructuring wanted to make certain changes in the customer and market segment and differentiate. The company tried to reposition with the masses and the prestige class by offering products to upmarket consumers. According to a global marketing director, “we repositioned to extract the different position in a diverse cosmetic market” (Andy King) He said that change has to take place by attracting different segments of a customer. i.e., masses and prestige market. Therefore, in 2005 they change the corporate logo, introduced new skin care, perfumes, and coloured products. Moreover, the outlay and design of outlets changed to dark colour. The changed were immense and impactful, however, the question arose related to the recycle, reuse and reduce strategy that Body Shop adopted initially. Table 2 shows two pictures signifying the change in positions and shelf placements of Bodyshop products from 1990 to…show more content…
The question how ethical is Body shop today? Marked its presence in an effective way. The company adheres to its values and vision like Body shop who had a mission statement to socially, environmentally and ethically conduct every transaction and support every healthy campaign against animals, human rights, and other social aspects is a company build with hard-core and with lots of tremendous efforts by the Anita, the ex-CEO. Anita when established the company, laid out certain values while manufacturing natural based ingredients cosmetics and beauty products for all women. The experience of COPPALJ I Brazil an example, which showed how Anita was interdependent on her core values defined 30 yeas a ago and implemented as a strategy to grow. She asked to supply organic oils, organic products for the manufacturing of cosmetics and preserve the natural environment. If a company is involved with its values and its mission statement, it is hard for the company to work through the same way and pace (Roddick,
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