Body Shop Brand: Repositioning to Target the 'Masstige' Segment and Impact of its Acquisition by L'Oréal
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
This was the time the management of TBS decided to reposition the brand to target the 'masstige' segment. It took various initiatives to reinforce the positioning and by the mid2000s, TBS was well on its path to recovery. In 2006, TBS's management agreed to be acquired by multinational cosmetics giant L'Oréal. This decision led to a spate of criticisms against TBS and Roddick as the critics alleged that L'Oréal did not share the values of TBS. Some felt that the 'The Body Shop' brand was irrevocably damaged through its association with L'Oréal. However, TBS sales seemed to be unaffected by the criticisms and consumer backlash that followed the acquisition, at least in the short term.
» Understand the issues and challenges in building up a brand through the societal marketing concept
Body Shop, L'Oreal, Societal marketing concept, Repositioning, Masstige segment, Positioning, Anita Roddick, Multi-channel strategy, The Body Shop At Home, e-commerce, Loyalty program, Corporate social responsibility, Ethical score
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