QUESTION 3

1) Nature Ingredients
People are looking forward in maintaining a healthy lifestyle. Therefore,
The Body Shop had use the organic products in order to promote their cosmetics
product all over the world. For example, Anita Roddick was concerned to do
something that was ‘economically, socially and ecologically sustainable, meeting
the needs of the present without compromising the future. She has the ideas
from her experienced which is she has visited many developing countries and
had seen how women used natural product to get a healthy skin.

2) Limited Package waste

The Body Shop aims to use product in minimal or no packaging. The
packaging is simple and the packages together with posters and shelf cards
provide comprehensive information about the product and their origins and
ingredients. Moreover, posters in the shop have been used to campaign, among
other things, to save whales and also to stop the burning of rain forests. This has
created a competitive advantage that the competitors sometimes find difficult to
replicate.

3) Concern About Health

Many people seek out beauty products that are formulated from healthy,
nontoxic ingredients. Unfortunately, it isn’t that easy for consumers to recognize
which brands are actually healthy for them and the environment. To attract
customers in market, the innovative strategies used is The Body Shop concern
‘health and wellbeing rather than glamour, and reality rather than instant
rejuvenation’. This is an effective way to make the product different from others
because people tend to make sure the products used benefits their skin.
Nowadays, there are a lot of founder products that are willing to do anything to
chase popularity and glamour instead of producing a good quality product.
4) Train employees effectively
The strategy used is by providing the employees with regular newsletters
and training packages. Anita Roddick contributed regularly to the newsletters,
which concentrate on The Body Shop campaigns and products. Employees are
given time off during working hours, to do voluntary work in the community. By
using this way,

5) Brand Image
The loyal consumers convey that they choose The Body Shop is because
of the brand’s. Brand associations are the other informational nodes that is
connected to the brand node in memory and contain the meaning of the brand for
the user or consumers. Brand-based consumer mentality has added the
perceived value of their products. The Body Shop attract the customers by
established brand image through three main parts which is symbolic,
personalities and benefits by understanding the brand’s initial position as a
company dedicated to produce natural bath and body products that support fair
trade, animal rights, human rights and eco-friendly processes for people who
care about these problems and issues.