integrated marketing communication campaign for the body...
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Integrated Marketing Communication Campaign for
THE BODY SHOP entering China
XU Fang, Flora 05408296
A Project
Submitted
In Partial Fulfillment of the Requirements
For the Degree of
Master of Arts in Communication
Supervisor: Dr. CHEN Ni
School of Communication
Hong Kong Baptist University
Hong Kong
June, 2005
Acknowledgement
I wish to thank Dr. Chen Ni for her advice and support in the preparation of this
project. She is very patient and sincere. Her support and encouragement have helped
to bring about the completion of this study. Special thanks go to my family, for
educating me, for their unconditional support and encouragement to pursue my
interest. Without their endless love and unconditional support, I cannot finish this
project.
The survey in this project and other content were my won original work and were
carried out by myself under the supervision of Dr. Chen Ni.
________________________________
Xu Fang, Flora
M.A. in Communication
School of Communication
Hong Kong Baptist University
Date: _____________________________
MA Graduation Project
PLAGIARISM DECLARATION FORM This form must be completed, signed, dated and included with the Project submitted to the University for Marking. Student Name: _____________________________________________ Student Number: ___________________________________________ Name of Project: ___________________________________________ Submission Date: ___________________________________________ Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for
Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism.
I declare that, to the best of my knowledge, this project represents my own work
and all sources have been properly acknowledged, and the project contains no elements of plagiarism.
I further declare that the Project has not been previously included in a thesis,
dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification.
Student’s Signature: ______________________________________ Date: __________________________________________________
Abstract
THE BODY SHOP is a famous English cosmetic brand, which has opened 2045
stores in 12 time zones. As a high economic growth rate country, China has the
potential cosmetic market and the cosmetic brands cannot ignore it. THE BODY
SHOP also plans to enter into China market in 2007. It is expected that the awareness
of THE BODY SHOP among the Chinese consumers can reach 60%; and it will open
at least, 20 stores in the following four cities: Beijing, Shanghai, Shenzhen and
Guangzhou.
For achieving the purposes, there are several IMC strategies for different
stakeholders. Membership card is suitable for attracting the consumers. Benevolent
donation is a way to strength the relationship between THE BODY SHOP and the
community. In industry, sponsorship is a good activity for THE BODY SHOP
winning reputation. Media relationship should be considered all the time. Decoration
of the stores, dinner conference and internal magazines are designed for the internal
employees. Coupons and discount are the best sales promotion strategies, while in the
advertising strategies advertisements in TV, pop stars prolocutors and column in
magazines will be adopted. All the strategies will use television, newspaper,
magazines and internet media channels.
Evaluation will make use of the traditional survey method. Besides survey,
macro and micro measurements will be tried in the campaign.
IMC Campaign for THE BODY SHOP ⅰ
IMC Campaign Proposal (2007)
Content
Table of Contents Page
. Executive SummaryⅠ 1
. Situation AnalysisⅡ 3
ⅰ. Company analysis 3
ⅱ. Market analysis 8
ⅲ.Consumer analysis 13
ⅳ. Competitive analysis 19
Ⅲ. Problem and Opportunity Statements 24
Ⅳ. Target Audience Profile 25
Ⅴ. Campaign Goal and Objectives 26
Ⅵ. Campaign Strategies 27
Ⅶ. Media Plan 37
Ⅷ. Tentative Timetable 41
Ⅸ. Budget 44
Ⅹ. Campaign Evaluation 45
Ⅺ. Conclusion 46
Ⅻ. References 48
IMC Campaign for THE BODY SHOP ⅱ
Appendices Page
Appendix 1: Questionnaire (Chinese Version) 1
Appendix 2: Questionnaire (English Version) 4
Appendix 3: Results of Questionnaire 7
Appendix 4: THE BODY SHOP Company Introduction 10
Appendix 5: THE BODY SHOP Product Introduction 11
Appendix 6: Tables 12
Appendix 7: Tentative Schedule of IMC Campaign 15
Appendix 8: Competitors Advertisement 16
Appendix 9: Press Release Samples 18
IMC Campaign for THE BODY SHOP 1
Ⅰ. Executive Summary
The client of the IMC campaign is THE BODY SHOP. THE BODY SHOP is a
famous English cosmetic brand, which has opened 2045 stores in 12 time zones (THE
BODY SHOP, 2005). You can often see the green color stores of THE BODY SHOP
all over the world. As a high economic growth rate country, China has the potential
cosmetic market and the cosmetic brands cannot ignore it. THE BODY SHOP also
plans to enter into China market in 2007. The objective of the IMC campaign is to set
down the suitable strategies for THE BODY SHOP entering China. It is expected that
the awareness of THE BODY SHOP among the Chinese consumers can reach 60%;
and it will open at least, 20 stores in the following four cities: Beijing, Shanghai,
Shenzhen and Guangzhou.
The creative IMC strategies used are divided into three parts: strategies for the
stakeholders, sales promotion strategies and advertising strategies. In the first part, the
stakeholders have four components: the consumer, the community, the industry, the
media and the internal employees. Membership card is suitable for attracting the
consumers. Benevolent donation is a way to strength the relationship between THE
BODY SHOP and the community. In industry, sponsorship is a good activity for THE
BODY SHOP winning reputation. Media relationship should be
considered all the time. Decoration of the stores, dinner
IMC Campaign for THE BODY SHOP 2
conference and internal magazines are designed for the internal employees. In the
sales promotion part, membership program, coupons and discount are the three major
strategies, while in the advertising strategies advertisements in TV, pop stars
prolocutors and column in magazines will be adopted.
In choosing media for these activities, television, newspaper, magazines and internet
are the four main channels. Because the objective is to increase THE BODY SHOP
awareness in Chinese consumers, the above four media channels can reach the biggest
scope of the audience.
Evaluation is important for the IMC campaign because it measures whether these
strategies are successful. The pre-test measure makes use of the questionnaire to
conduct the survey. The post-test measure can also depend on the questionnaire to
observe whether the focus group has changed their minds. Besides the pre-test and
post-test survey, the campaign suggests from macro and micro aspects to measure the
effectiveness. Attitudinal and behavioral measurements belong to macro aspect, while
using media is micro measurement method.
IMC Campaign for THE BODY SHOP 3
Ⅱ. Situation Analysis
Nowadays, the competition among the cosmetics corporations is becoming more and
more furious. When people walk into any super market or shopping mall, many
diverse cosmetics counters catch people’s attention. With the fast development of
economics, China becomes the most significant market which even decides the
success or failure of a cosmetics company. THE BODY SHOP also takes this point
into consideration. How is the cosmetics situation in China now? Careful research and
plan are the keys to success.
ⅰ. Company Analysis
◆ Company Introduction:
THE BODY SHOP was founded by entrepreneur Anita Roddick who began retailing
homemade naturally inspired products with minimal packaging in 1976. THE BODY
SHOP opened for business on 26th March, 1976. With the high quality products and
service, THE BODY SHOP rapidly evolved from one small shop in Brighton on the
South Coast of England, with only around 25 hand-mixed products on sale,
to a worldwide network of shops (THE BODY SHOP, 2005).
The value of THE BODY SHOP is to produce high quality skin and
IMC Campaign for THE BODY SHOP 4
body care. What values make THE BODY SHOP popular and famous among
consumers? The Company’s campaign against human rights abuses and animal testing,
the tenet of protecting the environment and its commitment to challenge the
stereotypes of beauty perpetuated by the cosmetics industry all have helped THE
BODY SHOP gain the consumers’ support and their brand loyalty (THE BODY
SHOP, 2005). The Company continues to lead the way for business to use their voice
for social and environmental change.
In 1999, THE BODY SHOP brand was selected as the second most trusted brand in
UK by the customers Association. The Company was named 28th top brand in the
world, second in the retail sector in the 1997 interbrand survey criteria. THE BODY
SHOP ranked the 27th most respected company in the world in the survey of
international chief executives in The Financial Times of 1998 report. THE BODY
SHOP is on its special way to the success. According to the 2005 study, THE BODY
SHOP operates in 52 markets with 2045 stores, spanning 25 languages and 12 time
zones (THE BODY SHOP, 2005). THE BODY SHOP is listed on the London Stock
Exchange in 2005. The total retail sales between 2004 and 2005 of all THE BODY
SHOP outlets amount to 708.7 million pounds, while the number was 672.5 million
pounds in 2003. The group turnover is 419 million pounds, which is up 10% from
2003, and profit before tax has increased by 21% to 34.5 pounds (THE
BODY SHOP, 2005).
IMC Campaign for THE BODY SHOP 5
◆ Product Introduction:
THE BODY SHOP is famous for creating a niche market sector for naturally inspired
skin and hair care products. A generation of consumers has been introduced to the
benefits of a variety of best sellers, such as Vitamin E Moisture Cream, the Tea Tree
oil range, Banana Shampoo and so on. Some research estimated that THE BODY
SHOP sells a product every 0.5 seconds and makes transactions with over 69 million
customers through stores worldwide, with THE BODY SHOP owns the current range
of over 900 products and more than 200 accessories (THE BODY SHOP, 2005). The
products of THE BODY SHOP have TEN series: ACCESSORIES, BATH& BODY,
FRAGRANCE, HAIR, HOME FRAGRANCE, MAKE-UP, MENS, SKIN, SUN and
WELL BEING:
Accessories: Every girl knows that accessories make the look and the function of the
accessories is not less than make-up. THE BODY SHOP owns a wide range of
particular accessories: refreshingly exfoliating bath gloves, mitts, baby buffers, foot
files, muscle toning, relaxing and invigorating massagers and so on (THE BODY
SHOP, 2005).
Bath& Body: THE BODY SHOP provides a total, all encompassing showering,
bathing and body regime and provides top to toe solutions for all-over
body care. These solutions vary from affordable basics for everyday
IMC Campaign for THE BODY SHOP 6
use to pure indulgence ranges for pampering (THE BODY SHOP, 2005).
Fragrance: THE BODY SHOP gives every woman a chance to be sweet, sexy, sultry
or sensual in a matter of minutes by many kinds of perfumes. THE BODY SHOP
creates the different kinds of fragrances to reflect just a few of the many wonderful
facets of being a woman (THE BODY SHOP, 2005).
Hair: The new hair care products of THE BODY SHOP are the presents for the
consumers, which is powered by Naturals and has fantastic natural and Community
Trade ingredients. The gloriously rich Honey Moisturizing Shampoo and the Brazil
Nut Moisture Mask for the deep moisturizing treat or Brazil Nut Define& No Frizz
for the soft, shiny curls can satisfy the varied demands of the customers (THE BODY
SHOP, 2005).
Home Fragrance: THE BODY SHOP “decorates” the home air. The customers can
choose burning sensual, relaxing or exotic home fragrance oil in one of the elegant
and stylish Aroma Jars. Or the consumers can choose the Room& Linen Sprays which
does not need to burn (THE BODY SHOP, 2005).
Make-Up: A cosmetics company should have the best quality
cosmetics. THE BODY SHOP has the full range of the most naturally
IMC Campaign for THE BODY SHOP 7
moisturizing and skin friendly make-up. They can help the girls to be sultry, sexy,
vamp, natural-looking sun-kissed beauty or shimmering seductress (THE BODY
SHOP, 2005).
Mens: THE BODY SHOP considers all people to be the consumers, which also sells
the products for men, such as face scrubs, naturally-inspired fragrances and so on.
These products help men look well and smell excellent (THE BODY SHOP, 2005).
Skin: The skin reflects how the people feel and to some extent what the people have
been up to. Besides giving the skin the odd early night and blast of fresh air, everyone
should give it a good skin care workout. A daily cleanse, tone and moisturize regime
and a weekly or more often treatment can soon have the color back in the cheeks.
THE BODY SHOP skin products help regain the fresh face and peachy cheek (THE
BODY SHOP, 2005).
Sun: Basking is good for the healthy, but people must do enough protection measures
for the skin. The skin can be easily hurt by sun. THE BODY SHOP thinks of
everything for people and 100% mineral sunscreen and Care let the people enjoy the
wonderful sunshine (THE BODY SHOP, 2005).
Well Being: Well being range is about the soul and it is treated as
IMC Campaign for THE BODY SHOP 8
important as the body. The consumers can select the Everyday Aromatherapy range of
bathe and body treats. THE BODY SHOP lets the consumers go for, indulge, enjoy
and clear their mind by the range of the most popular essential oils: stimulating
peppermint, relaxing lavender, energizing bergamot or sensual ylang ylang (THE
BODY SHOP, 2005).
ⅲ. Market Analysis
Market Situation: With the quick development of China’s economy, China becomes
the eighth largest cosmetic producer of the world. According to China Cosmetic
Market (Shuquan Li, 2003), China cosmetic market is expected to expend at annual
rate of about 10% with sales reaching RMB80 billion by 2010 and there are
3500-4000 manufactures in this market competing very fiercely. This report also
indicates that 600-700 companies of the 3500-4000 are foreign invested enterprises
who have got about 80% of market share. Foreign invested cosmetic enterprises are
the major sellers and the foreign cosmetic brands are accepted by Chinese.
Although there are so many international and local cosmetic brands competing in
China market, the market is still having a tremendous potential. China cosmetic
market was only RMB200 million in 1982, while it grew up to
RMB40 billion in 2001. Many experts estimate that in 2006,
IMC Campaign for THE BODY SHOP 9
the figure will reach RMB60 billion and RMB80 billion in 2010. China cosmetic
market has been developing for many years and it got significant growth, but China
cosmetic market is and will be the most charming because it is still far from saturation
and it remains a dynamic market (Shuquan Li, 2003). The large population of China
keeps the China market having the huge amount of consumers. If every one just
spends 4 dollars on the cosmetics, it can bring thousands of opportunities. The
economics of China keeps the high growth rate, which makes the Chinese richer and
they can more free money to buy the luxury products. After China entering WTO in
2001, China opening its market more according to the WTO rules will stimulate more
and more international cosmetic brands to enter. China has reduced the import tariffs
in order to join WTO largely and during this period, the imports of cosmetics rose
160%, which equals 194 million dollars cosmetics including cosmetics and skin care
products (47%), bath and shower (23%), hair-care products (22%) and so on
(Shuquan Li, 2003). All these situations provide THE BODY SHOP the opportunity
and the environment
Market Trend: Now the types of cosmetics provided for the customers become more
and more and the customers tend to choose safe products which mean that natural and
green ingredients epurating from marine resources, plants, or medicinal herbs are
preferred. The trend of cosmetic market can be divided into skin care
product, green and natural cosmetics, color cosmetics and hair care
IMC Campaign for THE BODY SHOP 10
products. These four categories are the main products of a cosmetic company and
THE BODY SHOP can also provide the four types:
1. Skin Care Products: According to China Cosmetic Market (Shuquan Li, 2003)
analysis, in China, annual sales of skin care products in 2001 were valued at RMB11
billion, accounting for about 27% of total cosmetic sales and it forecasted that the skin
care sector will continue to rise 13% annually during 2002-2006, achieving annual
sales of about RMB20 billion in 2006, with high annual growth rate of 13% over the
last 15 years. So skin care products sales will remain the fastest growth rate in the
following several years. If THE BODY SHOP can enter into China market
successfully, the further development will be better. The most popular products in skin
care products are: age defying, sun care, acne/fleck dispelling, whitening, cleaning
and moisturizing. All of these products are provide by THE BODY SHOP.
2. Green and Natural Cosmetics: Nowadays the Chinese consumers do not pray for
the famous brands blindly. Although China cosmetic market does not mature, the
consumers pay more and more attention to the safety of the cosmetics. In recent years,
that some famous cosmetic brands have emerged some incidents harmful or allergic to
the skin makes Chinese consumers realizing that safety is much more important than
beauty. The current popular and famous cosmetic products emphasize
health-friendly, safe and effective, which like using green and natural
IMC Campaign for THE BODY SHOP 11
ingredients “containing no preservative, and no or least harmful chemicals” (Shuquan
Li, 2003).
In this part, the value of THE BODY SHOP should be brought forward. THE BODY
SHOP opposes animal testing, which also makes THE BODY SHOP has the high
reputation among the western consumers. In the 1980 and 90’s, THE BODY SHOP
has began to reduce or end the use of animals in cosmetic tests. In order to be
responsible for the customers, THE BODY SHOP ensured that all of the ingredients
and suppliers also did not use animals to test. Though THE BODY SHOP does not
use animals to test, the safety of the products are guarantied. THE BODY SHOP is
developing in-vitro tests and computer testing instead of animal testing and has
listened to the stakeholders about the safety of chemicals carefully, which are all the
activities of THE BODY SHOP to ensure the products safety. In 2007, the European
Commission will put a new system for regulating the use of chemicals into practice,
which is REACH: Registration, Evaluation and Authorisation of Chemicals. THE
BODY SHOP believes that with REACH help, it can improve consumer and
environmental protection.
3. Color Cosmetics: Color cosmetic market in China is just at the beginning and
growing stage. In the past 20 years, the income of Chinese was just
enough for some skin care and hair care products and the color
IMC Campaign for THE BODY SHOP 12
cosmetics were the luxuries. With the ten years of economic development, the
situation has changed significantly. In China, lipsticks sales rank the first, and then
followed by facial power, eye shadow and nail polishes. China color cosmetic market
only has a short history and many consumers do not use color cosmetics now. With
the rising income and through the education and advertisements, more and more
Chinese consumers use color cosmetics. All these factors decide the development of
color cosmetics market will be the most charming and important in the world. The
color cosmetics of THE BODY SHOP will be accepted because of its green and
natural style.
4. Hair Care Products: Hair care products are not like skin care and color cosmetic
products. In China, hair care products have developed for a long time and now it is at
the maturing stage. It is estimated that there are about 2000 hair care product
manufacturers in the market. Shuquan Li (2003) indicates that although the gross
sales are projected to increase by an annual rate of 7% in the next five years from
RMB10.5 billion to 15 billion in 2006, the industrial experts believe that the hair care
market has already been at the saturated stage and the consumption in the large and
medium-sized cities will slow down. For this situation, THE BODY SHOP can put its
main energy in propagandizing the skin care and color cosmetic products. For the hair
care products, it can advertise some functional hair care products, such
as anti-hair loss, hair growth and so on.
IMC Campaign for THE BODY SHOP 13
After the analysis of China cosmetic market situation and market trend, THE BODY
SHOP faces the opportunity and the difficulties. The opportunity is that the current
market environment is suitable for THE BODY SHOP entering China. The difficulties
are that more and more international famous cosmetic brands are the competitors and
THE BODY SHOP should know what the advantages and the disadvantages are.
ⅳ. Consumer analysis
1. The Buying Behaviors: In last decade, Chinese people could only bought some
very cheap and basic facial cream, which was used by the women, men, children and
old people. They did not know the facial cream could have many functions: age
defying, moisturizing, cleaning, whitening, acne/fleck dispelling and sun care.
Because of the reform and opening, the growth rate of China economics is one of the
fastest in the world. The income of Chinese people has increased several times and
besides the consumption of the basic necessities, the different types of cosmetics are
needed. This is the crucial condition for the international cosmetic brands
development in China.
The purchase behaviors and capability are associated with many factors of the
consumers. The consumers’ gender, age, educational level, occupations,
and the residence place have great impact on how much the consumers
IMC Campaign for THE BODY SHOP 14
pay for the cosmetics, which brands they would like to choose. For example, a woman
who is a senior executive of a multinational company in Shanghai would pay more
attention to her image. Because her income can support some expensive brands, so
she would like to choose Estee Lauder’s skin care, Lancome body care products and
Kiehl’s hair care products. A woman who is just a common worker of a small
company may only choose Dabao which is a local brand in China.
2. Psychological Analysis: The buying behaviors of women are totally different from
men. The psychological analysis of women here is uppermost, because the major
cosmetic consumers in China are women. The buying behaviors of women are also
different discussed above. People always say women are the emotional animals,
which indicates that women pay more attention to what they feel and the environment.
If they feel comfortable, romantic or lovely about the products, they often buy them
impulsively. All in all, the buying behaviors of women are influenced by their
self-awareness. Whether they will buy the products are decided by their interests, or
consulting the certain standard in their mind. For example, a high income lady can
buy a 500RMB body lotion because compared with her standard, she think it can be
accepted. While a common female worker think 500RMB equals the cost of a family
a month. When setting down the strategies for THE BODY SHOP, the characteristics
of the consumers should be considered.
IMC Campaign for THE BODY SHOP 15
The psychological research done on female consumers shows that there are 3 types
mentalities:
◆ Peacockery and Splurge: Women use cosmetics to make up themselves in order to
strengthen their self-confidence. They hope that their beauty can get the envy from the
others. Some women like to splurge their wealth and taste through using the luxurious
cosmetic products. In their opinions, the expensive cosmetics represent the best taste.
◆ Fashion and Imitation: The modern people purchase things based on the fashion.
The popular things are welcomed and everyone is afraid of “outdated”. The fashion
references are the pop stars. The pop stars are the symbols of beauty, fashion and
popularity.
◆ Gaining extra advantage unfairly: Women are not very rational. Most women
cannot resist the allurements such as discount and coupons. Because of this point,
most cosmetic brands often take diversified promotion activities to attracting female
consumers and stimulate the selling.
Knowing about what the female consumers think and want is easier for THE BODY
SHOP. Chinese male cosmetic consumption is just at the beginning, but it cannot omit
the potential. The task for male consumers is clear: change their
attitudes towards cosmetics. So long as men can accept that they also
IMC Campaign for THE BODY SHOP 16
need the cosmetics to take care of the skin, the buying behaviors are much easier to
influence.
2. The Survey: The survey was conducted during April and May 2006 with the sample
of 70 respondents. In this survey, the results came from 68 adults aged from 15 to
above 55 and 41% of them were male and 59% were female who most of them fell in
the age group 20-24 (60%).
China is a very large country and the survey conducted in the whole country is very
difficult. However, the survey should consider the situation of the whole country in
order to make the right strategies for THE BODY SHOP. The main sample drawn
method is snowballing samples. Snowballing samples can help the survey reach the
widest scope. The researcher found her acquaintances in 9 cities of China: Beijing,
Lanzhou, Shanghai, Nanchang, Wuhan, Shenzhen, Guangzhou, Hangzhou and
Xiamen. Although these 9 cities cannot represent the whole China, they nearly
represent different areas of China. Beijing represents the north; Lanzhou represents
the northwest; Shanghai represents the economical central of China; Nanchang and
Wuhan represent the middle; Shenzhen and Guangzhou represent the south;
Hangzhou and Xiamen represent the east of China. That the west cities are less than
east and south cities is because the economy of south and east of China
is much more developed. There are 9 different people involved in
IMC Campaign for THE BODY SHOP 17
sending out the questionnaire. The researcher requested them to find their
acquaintances in the 9 cities. The response rate is 77.8%. There were 70
questionnaires sent back while 68 of them are valid.
The characteristics of the consumers are concluded from the survey as follows:
1. The consumers in China buying which cosmetic brands are decided by the cities
they lived and their income. According to the survey, the consumers who lived in
Shanghai, Beijing, Guangzhou and Shenzhen like buying some expensive, famous
and international brands, such as Lancome, Estee Lauder, SKII and so on. The reasons
are: Firstly, Shanghai, Beijing, Guangzhou and Shenzhen are four major cities in
China and most expensive, famous and international brands open their counters in
these cities. The survey conducted in Nanchang and Wuhan shows that the consumers
in the cities in the middle of China tend to buy some common cosmetic brands and
some famous international brands such as Biotherm do not have counters in these
middle cities. Secondly, the income of the consumers in Shanghai, Beijing, Hangzhou,
Guangzhou and Shenzhen is much higher than that of the consumers in Nanchang and
the cities in the western or middle of China. The higher income can support them to
buy the international brands.
2. The cosmetic using behaviors are totally different because of the
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consumers’ gender, age and educational level. Firstly, the gender factors have great
influence on the cosmetics buying behaviors. In some modern metropolises such as
Hong Kong and Tokyo, the men have the awareness and the custom to buy and use
cosmetics such as skin care products, hair care products and even some color
cosmetics. Because of the education and the fashion influence, the men in Hong Kong
and Tokyo pay much attention to their image and their skin health. In mainland China,
men are not taught and they even think if they use the skin care and hair care products,
they will be laughed at. In the survey result, only very few men say that they use the
skin care products. The most time they bought the cosmetics is for their girlfriend or
as the gifts. Skin care products take a larger part in the month consumption of Chinese
women, although compared with the consumption percentage of the women in other
countries the cost in Skin care products is still small. Chinese women do not have the
habit of daily face-painting now, but the trend is increasing. Because more and more
Chinese women realize that a little face-painting is a kind of manners in the social and
more contacting with many kinds of fashionable magazines makes Chinese women
knowing the magic of face-painting. Color cosmetics demand is increasing every year.
Secondly, age also influences the cosmetics buying behaviors. The survey finds that
some middle-aged women tend to buy some normal standard cosmetics such as Nivea
and Avon even if they have a good job. The reason is that when the middle-aged
women were young, China was very poor at that time and they have
had the habit of thrift, so even nowadays they do not think buying an
IMC Campaign for THE BODY SHOP 19
expensive facial cream is valuable. However, the modern young people have noticed
the importance of the image and most of them show much interest in cosmetics. They
are willing to pay for the cosmetics which can make them looking charming and
wonderful. Finally, the educational level has impact on cosmetic buying behaviors.
Maybe the latent reason for this factor is that the educational level is connected with
the possible income of the consumers. Based on the survey, the higher the educational
level, the more they are willing to spend on the cosmetics and the more likely they
choose some international brands.
ⅴ. Competitive analysis
As mentioned above, there are thousands of cosmetic brands competing in China
market now. More and more famous international brands enter China to win one of
the biggest cosmetic markets in the world. It is estimated that at present, there are
3500-4000 cosmetics manufacturers in China and among them, some 3000 are small
to medium-sized local private enterprises; a small number of them are relatively larger
state-run companies; the remaining 600-700 are foreign-invested enterprises which
have been successfully in making their brands well-known in China and allows them
to achieve about 80% of the total market share over the past two decades (Shuquan Li,
2003). The major foreign famous international brands include: P&G,
Unilever, Avon, L’OREAL, Amway, Shiseido, Mary Key, Kose,
IMC Campaign for THE BODY SHOP 20
Revlon, Channel, Nivea, Estee Lauder, and so on. Although L’OREAL Company has
many sub-brands, such as L’Oreal, Lancome, Estee Lauder, Kiehl’s, Biotherm and so
on, this competitive analysis part only choose L’Oreal brand which is accepted and
used by most of Chinese consumers. Another famous brand chosen in this part is
Shiseido which is a Japanese brand and has a high reputation in China. These two
brands are not very expensive and normal Chinese consumers can afford. The prices
of THE BODY SHOP are near the prices of these two brands in China. If THE BODY
SHOP wants to enter China successfully, the successful factors of these two brands
should be consulted.
SWOT analysis of L’Oreal, Shiseido and THE BODY SHOP:
Firstly, L’Oreal and Shiseido have been established for a very long time in the
cosmetic area. Their financial strength enables them to investigate a lot of money in
building their brands names in China. According to the survey, nearly everyone knows
L’Oreal and Shiseido, no matter the consumers in which cities in China. Only 3
women and one man don’t know both L’Oreal and Shiseido; 7 men know L’Oreal but
don’t know Shiseido; 3 women and 1 man know Shiseido but don’t know L’Oreal.
From this data, L’Oreal and Shiseido are both well-known. When asking about how
they feel about the advertisements of L’Oreal and Shiseido, the
consumers think that L’Oreal does many advertisements to advocate its
IMC Campaign for THE BODY SHOP 21
products and Shiseido makes the consumers think the products are suitable for the
Asian people. L’Oreal often invite some famous Hollywood actresses to do the
advertisements and most female consumers feel that L’Oreal advertisements can be
seen everywhere. Most of the men in China declare that they are not used to buy
cosmetics, but they think L’Oreal does integrated marketing communication better
because they can also see many L’Oreal’s advertisements and counters. The most time
the men buy the cosmetics is for their girlfriends or the gifts for female. In this factor,
THE BODY SHOP has its advantage and weakness. L’Oreal and Shiseido have built
their strong brand awareness in China and they all have their own factories in China
to reduce the cosmetic cost. THE BODY SHOP now has very low brand awareness
and the products should be imported from England. However, it is also the advantage.
Because most Chinese consumers think the international cosmetics produced in China
are not as good as original production, THE BODY SHOP can emphasize it.
Secondly, L’Oreal and Shiseido can support the expensive cost for hiring professional
integrated marketing communication companies to do the market research. Because of
the specific market research, L’Oreal and Shiseido understand the China market and
the consumers’ need well enough. They can produce the particular products to meet
the market need and they can do the advertisements and some integrated marketing
communication activities with the definitely clear objective. Because
L’Oreal and Shiseido develop maturely in China market, THE BODY
IMC Campaign for THE BODY SHOP 22
SHOP can do some research on the key products advocated by these brands in the
market. The products categories of THE BODY SHOP are very diverse. Although the
best products of THE BODY SHOP are the body care products, the survey shows that
most Chinese female and male consumers pay attention to the skin care and hair care
products. For THE BODY SHOP entering China, it should consider to advocate some
“Star” products of skin care and hair care.
Thirdly, L’Oreal and Shiseido adopt their effective market strategies for product
promotion. L’Oreal as a famous French cosmetic brand and Shiseido as a long history
Japanese brand have their own a set of integrated marketing communication strategies.
After propagandizing the brands in the international markets for a long time, they
know what the most effective strategies to catch the consumers are. Compared to
L’Oreal and Shiseido, THE BODY SHOP is very young and the advertisements and
integrated marketing communication strategies of THE BODY SHOP are used very
little. Take THE BODY SHOP in Hong Kong as an example. THE BODY SHOP even
does not do advertisements in Hong Kong and does not invite any pop stars to
advocate its products, but THE BODY SHOP can be successful in Hong Kong.
Because Hong Kong is a very small place, so several THE BODY SHOP shops can
make Hong Kong people know the brand and its products. Because most Hong Kong
people can travel abroad easily, so they can see and know THE BODY
SHOP easily and they can learn that THE BODY SHOP is a famous
IMC Campaign for THE BODY SHOP 23
brand in western countries. Because most Hong Kong people can use English, so they
can go to the English website to know more about THE BODY SHOP and the
products imported from U.K. cannot be translated. However, these factors are all
needed to change in China market. The detailed strategies can be found in the
following parts.
Fourth, because of the strong economic bases, L’Oreal and Shiseido have a strong
stability of product research and development. Nowadays, the consumers require the
safety and the efficacy of the cosmetics. The consumers can be reassurance if they use
the products of L’Oreal and Shiseido. The safety of the products and the research base
of THE BODY SHOP are the main points in the integrated marketing communication
campaign. When setting down the integrated marketing communication strategies,
THE BODY SHOP against animal testing should be emphasized a lot, for this is the
foundation of THE BODY SHOP building its reputation in the western countries,
which is also the strength of THE BODY SHOP.
After the competitive analysis, the important factors in integrated marketing
communication campaign are clear. THE BODY SHOP should advertise its brand
strongly for a deep impression of the consumers. THE BODY SHOP should know
what kinds of products are the major advertising objectives. THE
BODY SHOP should use different integrated marketing
IMC Campaign for THE BODY SHOP 24
communication strategies in China market. THE BODY SHOP should emphasize its
safety and its principles in the campaign.
Ⅲ. Problem and Opportunity Statements
After the detailed situation analysis of THE BODY SHOP, the problems and
opportunities of THE BODY SHOP entering China cosmetic market become clear:
◆ Problem: Although THE BODY SHOP has established a strong reputation and
developed the fixed consumers in the western countries such as U.K., the U.S.A. and
some Asian regions such as Hong Kong, the brand is almost unknown in China
cosmetic market. The biggest problem of THE BODY SHOP entering China is to
increase the public’s awareness and the brand’s reputation and image.
◆ Opportunity: No reputation in China cosmetic market is the problem but it is also
the opportunity. Just because Chinese people have no knowledge about THE BODY
SHOP, which means Chinese consumers also have no bad impression of THE BODY
SHOP. In recent years some famous international brands having had some incidents in
China market, THE BODY SHOP can use this opportunity to build a health, safe and
natural image in Chinese consumers’ mind through the help of integrated marketing
communication. This is also the objective of the integrated marketing
communication campaign. For this purpose, the IMC campaign helps
THE BODY SHOP increase the awareness in China consumers.
IMC Campaign for THE BODY SHOP 25
. Ⅳ Targeted Audience Profile
◆ Primary Audience: China is one of the biggest countries in the world and has
many different cities, which have different demographic characteristics, geographical
characteristics, and so on. Now most international cosmetic companies set their head
offices in Shanghai, because Shanghai is the financial center of China or in Beijing,
because Beijing is the capital of China. So for THE BODY SHOP, the consumers in
Shanghai and Beijing are the primary audience. According to the survey, the
consumers in Shanghai and Beijing have high income and more awareness of
cosmetic brands. The survey reveals that the major consumers of cosmetics at present
and for a long time will be the female at the age of 20-34 in the two cities. The first
reason is because the female at the age of 20-34 know the personal image and have
the awareness of skin care, hair care and body care. The second reason is they have
begun working and they have the capability to buy the cosmetics. Now Chinese male
cannot be the targeted consumers because most male do not know they should do the
skin care, hair care or body care. Even if they care about the skin care and hair care,
they are not willing to pay money for buying cosmetics as they think the cosmetics
are for the women.
◆ Secondary Audience: The consumers in Shenzhen and Guangzhou
are the secondary audience. The income of the consumers in Shenzhen
IMC Campaign for THE BODY SHOP 26
and Guangzhou are next to Beijing and Shanghai and they are close to Hong Kong.
They also have the financial capability to afford the diverse cosmetics and for they
have more chances to visit Hong Kong, they know more about THE BODY SHOP as
it has many stores in Hong Kong.
◆ Minor Audience: The minor targeted consumers are in the other cities of China.
The major purpose of THE BODY SHOP entering China in the first several years is to
build the base in Beijing, Shanghai, Shenzhen and Guangzhou. Then based upon the
four cities, the products can be sold to other cities by many kinds of sources.
. Ⅴ Campaign Goal and Objectives
Campaign Goal: Through the research and survey, the problem and opportunity for
THE BODY SHOP is very distinct. The goal of the IMC campaign aims at increasing
THE BODY SHOP brand awareness in China cosmetic market.
Campaign Objectives: Under the goal, there are several objectives the campaign
intending to achieve:
1. Through the campaign, the awareness of THE BODY SHOP among the targeted
audiences (aged 20-34) will be increased from the existing 20% to
60% by the end of the year 2007.
IMC Campaign for THE BODY SHOP 27
2. THE BODY SHOP will have at least 20 in China four major cities: Beijing,
Shanghai, Shenzhen and Guangzhou.
3. The sales volume of THE BODY SHOP will be increased 30% in the following
year.
4. THE BODY SHOP will occupy 1-2% market share of the cosmetic industry in
China in the following 5 years.
Ⅵ. Campaign Strategies
For THE BODY SHOP entering China, the first activity is to open its Chinese version
website: www.thebodyshop.com.cn. As mentioned before, THE BODY SHOP only
has the English website and it is not convenient for the Chinese consumers to know
about THE BODY SHOP. The Chinese website should keep the most information of
the original English website, the history, the products, the values hold by THE BODY
SHOP and so on. Because the analysis results indicate that the products of THE
BODY SHOP should keep original production. The products in THE BODY SHOP
stores in Hong Kong keep all the labels and the narrations in English, which is not a
problem for Hong Kong people but it is a big problem for Chinese
consumers. The stores salespeople cannot explain the products one by
IMC Campaign for THE BODY SHOP 28
one, so the products need to be relabeled in China to put the Chinese products’ names
and the function narration on the bottles. These two steps are the first and basic
integrated marketing communication strategies.
Before the detailed integrated marketing communication strategies, whether the
unattached stores or the counters in the emporiums should be chosen. THE BODY
SHOP like using stores to sell the products and the decoration of these stores are
mainly green color, which brings the consumers the natural feel. According to the
survey, 60% respondents choose the unattached stores other than counters or selling
through the telephone and the internet.
The integrated marketing communication strategy will be implemented in three parts:
the stakeholders’ strategy, the sales promotion strategy and the advertising strategy.
1. The Stakeholders’ Strategy: The stakeholders have many definitions and
components. Here the stakeholders are divided into five parts: the consumer, the
community, the industry, the media and the internal employees. The success of any
company is decided by these five stakeholders. To build a good and strong
relationship with them is significant for THE BODY SHOP.
◆ Consumer:
◇ To attract the consumers, the membership program is one of the
IMC Campaign for THE BODY SHOP 29
methods. When the first THE BODY SHOP store is opened, a membership program
will be launched. When the total consumption reaches 300, the consumers can get a
membership card and this membership card can bring the consumers discount. The
more the consumers buy the products in THE BODY SHOP, the higher discount the
membership card can get. If the consumers buy the products in THE BODY SHOP
store opening day, all the consumers can get a free gift, such as the probational set of
products.
◇ Using leaflets and brochures is another way to attract the consumers. The beautiful
and careful designed guides’ brochures are delivered to all the consumers through the
advertisements attached to the newspaper or sending out in several main commercial
streets. The design of the leaflets and brochures should give prominence to the logo of
THE BODY SHOP. The background color can use THE BODY SHOP symbol: green.
The locations of THE BODY SHOP stores and the promotion activities should be
stated clearly in these materials. For example, if the first THE BODY SHOP store will
open in several days, the location of the store should be made clearly, even attached a
detailed map. On the opening day the membership card and the favorable activities
should also stated clearly, including the conditions to get the card and participate the
activities.
◆ Community:
◇ Community relationship is very important for a foreign companies
IMC Campaign for THE BODY SHOP 30
invested in China. THE BODY SHOP will try its best to build a strong relationship
with the local community. At the first day of the store opening, THE BODY SHOP
will announce a benevolent donation activity through the mass media. Every year, a
certain amount of the earning of THE BODY SHOP will contribute to some women
foundation in order to help do the research on women cancers, such as mammary
cancer and uterine cancer. The reason for choosing the women foundation is that
women are the main consumers of THE BODY SHOP in China. This action can make
the society especially the women believe that THE BODY SHOP not only care
earning money, but also care the people.
◆ Industry:
◇ Besides getting the support from the consumers and the community, THE BODY
SHOP should win some reputation in the cosmetic industry and public through
sponsorship. Sponsorship of the research on new methods of cosmetic testing will tell
the other competitors and the public that THE BODY SHOP is “against animal
testing” all the time. THE BODY SHOP provides some pictures at the same time to
show how pity the animals are used. THE BODY SHOP will also sponsor the famous
national competition to increase the brand awareness, such as sponsorship of Hunan
TV program “SuperGirl”.
◆ Media:
IMC Campaign for THE BODY SHOP 31
◇ Nowadays, every company cannot ignore the media relationship, because the
media actually have the powerful influence. The better reports help the selling a lot.
On the opening day of the stores, THE BODY SHOP can invite the media to report
the opening activities. Every journalist who takes part in the opening report will get a
free membership card and a free gift. The only point should be noticed is that every
reporter is the key reporter.
◇ THE BODY SHOP will issue the press release itself. In order to draw attention to
favorable news events, THE BODY SHOP can use cosmetic press advertising,
cosmetic magazine, brochures and direct mail to reach the consumers. THE BODY
SHOP cannot just wait for the media to report for it. Only the active behaviors can
bring the success.
◆ Internal Employees:
◇ For the employees in THE BODY SHOP store, the most crucial task is to increase
their corporate identity awareness. The decoration of THE BODY SHOP stores is
uniform all over the world. Besides the decoration, THE BODY SHOP will design a
special badge or brochure to send out to the employees to commemorate THE BODY
SHOP opening in China. Then THE BODY SHOP is able to design a kind of simple
brooch for the employees to wear every day. These actions is for reminding the
employees they are working for THE BODY SHOP and each of them
is one member of the big family.
IMC Campaign for THE BODY SHOP 32
◇ To encourage the employees, the subordinates need not always listen to the
managers. THE BODY SHOP may design a special dinner conference which the
managers serve the common workers and they have dinner together each month.
Through these dinner conferences, the managers and the subordinates communicate
better and know about each other more.
◇ All the employees ought to be informed about the things happened in the company
and the development and goals of the company. As an international company, THE
BODY SHOP has to do the best internal communication, and then it can do the good
external communication. For this objective, THE BODY SHOP should start THE
BODY SHOP China internal magazine. In this magazine, there are the objectives and
the goals for THE BODY SHOP in China, the detailed information about all the
products and tools sold in THE BODY SHOP, and other information. Only when the
employees know about their company better, they can introduce the company and the
products to the consumers better.
2. Sales Promotion Strategy: Through the sales promotion, the major aim is to win the
consumers quickly after the entrance and bring the loyal consumers for THE BODY
SHOP. Now there are so many cosmetic brands competing in China market, which all
do their endeavor to gain the consumers. The most effective way is to use sales
promotion to stimulate the consumption. There are three major ways to
do sales promotion.
IMC Campaign for THE BODY SHOP 33
◆ Membership Program: Membership program has been introduced in the
stakeholders’ strategy for attracting the consumers. Providing the lifelong membership
card to get the special discount for products is a particular way because most cosmetic
brands only provide one-year membership card, which can be used longer if the
consumers can buy a certain amount of products. This one-year membership card can
urge the consumption but in most situations, the consumers will give up. For this, the
consumers may turn to other products, so THE BODY SHOP will provide the lifelong
membership card in order to keep the consumers loyalty. So long as they have one
membership card of THE BODY SHOP, they can always get a discount. The design of
the membership card should be carefully. The young people at present tend to choose
the beautiful or lovely pictures, especially for the girls. The style of the membership
card can keep THE BODY SHOP style: natural. The color must be green. Maybe the
design pictures can be chosen by the consumers themselves. The pictures have two
types: one type is beautiful picture for the women, the other type uses sports picture
for the men. A wonderful card decorates the pocket.
◆ Coupons: THE BODY SHOP provides some coupons for special products in the
certain newspapers and magazines timely. On the one hand, the coupons can stimulate
the special products selling; on the other hand, more consumers will know THE
BODY SHOP, which is another kind of advertising. The most products
selling through the coupons may be the body care products and tools.
IMC Campaign for THE BODY SHOP 34
Because skin care and hair care products always have the market, while the body care
products and tools are unacquainted for the Chinese consumers. The consumers know
more about the body care products and it can help them have the habit to use body
care products.
◆ Discount: The body care products and cosmetic tools not only can be used in
coupons, but also they can be used in discount. The skin care and hair care products
also should have some discount, but the discount on these two products is different
from the others. If the body care products and cosmetic tools have the 10-20%
discount, the skin care products will only have 5% discount and the hair products will
have 10% discount. The men’s products ought to be paid attention, too. Most Chinese
men don’t use any cosmetics because they think the products are for women. So THE
BODY SHOP use more discount to stimulate it, such as 30% even 50% discount on
men’s products. When they find the cosmetic products also can give them a new feel
and image, they will pay more money on the products. This discount also encourages
the female consumers to buy the products for their male friends or lovers. The
discount information has to be delivered to the public a few days ago through the
newspaper or the television advertisements so as to get the best influence.
3. Advertising Strategy: Advertising is one of the best methods to
reach the most public, especially in China. Without advertising, a
IMC Campaign for THE BODY SHOP 35
integrated marketing communication campaign is not complete. The advertising is a
fast way for exalting the reputation.
◆ Advertisements for THE BODY SHOP products and the stores: For the consumers
learning about THE BODY SHOP, the advertisements have to contain the detailed
information about the company and the products. The advertisements do not contain
all the information in just one, but they can be produced as a series, which means each
advertisement of this series has one point of THE BODY SHOP. The audience will
have interests in the “TV play series” model to advertise. After watching these
advertisements, the public have the impression about THE BODY SHOP and they
also know what products THE BODY SHOP have. At the end of each advertisement,
it should contain the address of the stores.
◆ Another way to advertise THE BODY SHOP is to use pop star influence. Most
famous cosmetic brands have their products prolocutors, such as SKII has several
Hong Kong famous actresses to show in the advertisements to advertise their products.
Although the computer technology is very advanced nowadays, the style of THE
BODY SHOP is natural and THE BODY SHOP ought to find the suitable prolocutors.
According to the survey, the characteristics of the prolocutors the most respondents
choose are sublimate, natural, beautiful and lovely for female pop star,
while the male pop star should be chipper, handsome and have bright
IMC Campaign for THE BODY SHOP 36
smile. Though each respondent choose the different female and male pop stars, the
basic principle is to choose the pop stars having the health image. THE BODY SHOP
in other countries and regions such as in Hong Kong does not have any products
advertisements or prolocutors, but in China, THE BODY SHOP is totally a strange
and new brand. Using the pop stars to advocate the products can reduce the strange
feeling of the consumers. Such as Japanese cosmetic brand “DHC” invites the famous
Korean pop stars: Rain and Kim Hee Sun as the Asian region products prolocutors,
which has made “DHC” famous and favorable in a short time. Besides using the pop
stars as the leading actors in the advertisements, THE BODY SHOP can sponsor the
pop stars’ activities and vocal concerts.
◆ Now the media are the channels for influencing the consumers. Many brands are
popular through introducing in some pop magazines. THE BODY SHOP can choose
one or two pop magazines to provide the professional cosmetic advice in a particular
column. This method will have impact on the major consumers’ group of THE BODY
SHOP: the female consumers at the age of 20-34. The female consumers like
consulting some famous pop magazines. When THE BODY SHOP provides the
professional cosmetic advice in the column of the magazines, it can introduce the
products unconsciously and gives the consumers the feel that THE BODY SHOP is a
professional cosmetic brand. Because of the authority of these pop
magazines, the products introduced in the column will be chased after.
IMC Campaign for THE BODY SHOP 37
Ⅶ. Media Plan
Different media have different characteristics. TV, newspaper, radio, magazine and
internet are the common media channels used by most products. The different parts of
the integrated marketing communication strategy require the different media channels.
◆ The Stakeholders’ Strategy:
The stakeholders are divided into six parts: the consumers, the community, the
industry, the media and the internal employees.
◇ The Consumers: The leaflets and brochures sent out to the consumers need the
print media newspaper. Because the newspaper is the fastest channel and it can reach
the most public in a city. Using the leaflets and brochures attached to the newspaper to
tell the public THE BODY SHOP opening information is the most suitable. If THE
BODY SHOP will open the store in Shanghai, it can choose two or three major local
newspapers such as Wen Wei Po, XinMin Evening News and Jie Fang Daily. The
leaflets and brochures in the newspaper is the whole page color advertisement in A1
of the newspaper at the opening day.
◇ The Community: The main activity is the benevolent donation each year. THE
BODY SHOP will donate a certain amount of the earning to some women foundation
to the cancer research. This yearly activity needs the media report to
reach its purpose. However, the report for this activity may not need
IMC Campaign for THE BODY SHOP 38
the advertisements in the media. THE BODY SHOP having good relationship with the
media is the primary condition for the “free” report. Based upon the relationship, as
long as THE BODY SHOP sends the press release about the donation activity to the
main media, the journalists will come to report and it becomes the news not an
advertisement.
◇ The Industry: The central purpose for the industry is to convey “Against animal
testing” principle of THE BODY SHOP to the industry. In this part, online media is
one of the best choices, because this message does not need advocate locally and it
can be advertised nationally. For the big country China, only online media have the
power to touch the largest public. Besides the official website of THE BODY SHOP
China, placing interactive advertisements on popular portals, such as Yahoo.com.cn,
Msn.com.cn, Sina.com.cn is capable of getting the impact. All the information related
to the “against animal testing”, such as the sponsorship of cosmetic testing, the
pictures and so on is attached to the advertisements posted on the websites. The online
advertisements are the complete advertisements in the homepage of the website in the
whole year.
◇ The Media and The Internal Employees: These two parts do not need the mass
media to help. Building the relationship with the media only needs the effort of THE
BODY SHOP. The press release, the brochures and the leaflets can be employed the
professional integrated marketing communication agency or can be
completed by the department of THE BODY SHOP. The internal
IMC Campaign for THE BODY SHOP 39
magazine of THE BODY SHOP is the same. One of departments of THE BODY
SHOP should be responsible for all these affairs independently.
◆ Sales Promotion Strategy: The membership card strategy does not demand the
mass media. Here just introduce the coupons and discount strategies.
◇ Coupons: The coupons are only able to provide the local people. The people get
the coupons from the magazines. The magazines may be not sold locally, but the
coupons in the magazines could make more people knowing THE BODY SHOP.
According to the survey, the most Chinese female consumers often buy the magazines
such as: ELLE, RayLi, COSMO, while the most Chinese male consumers often buy
the magazines related to the sports and some professional areas. The coupons can be
the A4 size of the whole page in the magazines.
◇Discount: The discount information is only offered for the local consumers, so the
local newspapers and television channels are the best choices. The survey shows that
the people who lived in any Chinese cities have the habit to watch the local TV
channels. For example, Shanghai citizens prefer Shanghai Channel to other channels,
even CCTV. The television advertisements can choose the type lasting 15 seconds and
broadcasting during 19:30 and 21:00 every day.
◆ Advertising Strategy: When THE BODY SHOP invites the pop
stars to do the advertisements, the channels should be decided. Based
IMC Campaign for THE BODY SHOP 40
upon the survey, most respondents think the television advertising is the best channel,
followed by magazine advertising, and then it is the internet advertising. So the TV
advertisements are thought as the most powerful and effective. Nearly 75%
respondents choose the national TV channels such as CCTV 1-8, which are watched
by most Chinese. Besides the national TV channels, there are two local channels
should be emphasized, Hunan TV and Shanghai TV. When asked which TV channels
they watch most, most respondents choose Hunan TV and Shanghai TV. The
“SuperGirl” TV program held by Hunan TV is the most popular and famous TV
program in China. CCTV 5 is the favorite channel for Chinese male consumers. The
men’s products can be advertised on CCTV 5. The advertisements of other products
such as skin care, hair care, body cares products and cosmetic tools can be played on
CCTV 6, CCTV 8, Hunan TV and Shanghai TV, which own the most female audience.
The advertisements also last 15 seconds and is broadcasted during 19:30 and 21:00
every day. The magazines for THE BODY SHOP having a column to introduce the
cosmetic advice can be chosen from ELLE, RayLi or Cosmo. Only one magazine is
enough.
These all integrated marketing communication strategy and the media characteristics
are for THE BODY SHOP building a strong base in the major cities in China. Most of
them target at the stores of THE BODY SHOP in some cities. What
can THE BODY SHOP do to occupy the cosmetic market in other
IMC Campaign for THE BODY SHOP 41
cities of China? “DHC” gives an excellent example for THE BODY SHOP. The
products are sold directly from the DHC official website, which does not ignore the
consumers in other cities. THE BODY SHOP will announce its free national contact
telephones in the advertisements. The consumers can make the indents in the internet
or through the telephone. In this way, THE BODY SHOP can do the business all over
China.
Ⅶ. Tentative Timetable
The membership card program for the consumers will be implemented through the
whole year. The monthly dinner between the managers and the employees will be held
through the whole year, too. This activity is very important for the internal
communication.
The activities will only launch in January including: leaflets and brochures, media
invitation, the badge, internal magazine. Because the stores of THE BODY SHOP
open in January, the leaflets and brochures and media invitation will be needed in the
beginning. The badge and the internal magazine for the internal employees are needed
when THE BODY SHOP opens its first store in China.
When THE BODY SHOP stores have operated in China for the several
IMC Campaign for THE BODY SHOP 42
months, the benevolent donation will be held in July and the sponsorship will be
carried through in October. Holding these two activities in the middle and the end of
the year is to catch the attention of the public and strengthen THE BODY SHOP
image in China. All these important activities will be announced with the press release
to involve the media reporting.
The coupons and discount sales promotion strategies will be used timely. If the public
can get the information from THE BODY SHOP frequently in the whole year, the
impression should be strengthened. However, THE BODY SHOP cannot have so
much news to report all the year, so the coupons and discount notice of THE BODY
SHOP products appeared in the newspapers, TV and magazines would create the
opportunity. In this manner, the public can see THE BODY SHOP in the mass media
through the whole year. In order to get the most effect, the coupons will be held in
March, June, October, while the discount will be appeared in January, May,
September and December.
Advertising strategy also needs to be used often in the mass media. In January, the
advertisements are for the opening of the stores of THE BODY SHOP in China. Pop
stars prolocutor for the products will be in February. Then from March to December,
all the advertisements having the pop stars are the TV play series. The
column for THE BODY SHOP giving cosmetic advice in the magazine
IMC Campaign for THE BODY SHOP 43
will begin from March, too. Because of the cost, it only needs to buy the column in
the magazine in March, May, September and December.
The detailed tentative timetable can be seen in the appendix 7.
IMC Campaign for THE BODY SHOP 44
Ⅷ. Budget
Stakeholders’ Strategies RMB
Newspaper for Leaflets & Brochures 180,000
Online Media for Ad. 72,000
Subtotal: 252,000
Sales Promotion Strategies
Magazines for Coupons 747,000
Newspaper & Television for Discount 832,000
Subtotal:1,579,000
Advertising Strategies
Newspaper & Television for Ad. 1,963,000
Magazines for Column 42,500
Subtotal: 2,005,500
Contingency Subtotal Approx: 50,000
Approx Total Cost: 38,865,000
IMC Campaign for THE BODY SHOP 45
Ⅸ. Campaign Evaluation
Survey is a very important method in this campaign. This integrated marketing
communication campaign requires the post-test to evaluate. All the strategies, media
characteristics will be measured against the predetermined objectives. In order to
finish the communication objectives set in this campaign, a post-survey evaluating is
very important because the effect of the campaign is to see whether the awareness and
attitude of the targeted consumers have been changed after the whole campaign. The
pre-test, the questionnaire, is the frame of reference of the post-test result. For the
sake of gathering detailed feedbacks from the respondents, the focus groups are
conducted. The target consumers are interviewed before and after the campaign to
check how they change their attitudes. After the campaign, the respondents are
expected to be able to recall the advertising or the other activities of the campaign for
increasing at least 40% awareness. The respondents are asked to show their preference
for choosing the products of THE BODY SHOP as the cosmetic brand with
significant rise of percentage and they know the most products, the principles and the
values of THE BODY SHOP in the whole China.
Besides the pre-test and post-test survey, the evaluation can also be conducted through
macro measurement and micro measurement.
◆ Macro Measurement:
IMC Campaign for THE BODY SHOP 46
◇ Attitudinal: The first factor in macro measurement is attitudinal. It is like the
survey done in pre-test and post-test. The major goal of the campaign is to increase
THE BODY SHOP brand awareness of China consumers. The attitudinal change
determines the success of the campaign. Survey is the quantitative method.
Qualitative method is one-on-one interviews. The researcher can telephone the
respondents to check whether THE BODY SHOP brand awareness has increased.
◇ Behavioral: After the brand awareness has been increased, the behaviors f people
are very crucial, too. The final objective of all the activities is to urge people buy the
products of THE BODY SHOP. The evaluation method for the behavioral
measurement is easier. Analyzing the selling situation of the whole year can reach the
objective.
◆ Micro Measurement: To analyze whether THE BODY SHOP campaign has
impact on consumers, community and industry, media can reveal some information.
Observe and study the competitors’ promotion activities on the TV, newspapers,
magazines and internet. If there are obvious or unobvious information related to THE
BODY SHOP, the campaign reaches the effect.
Ⅹ. Conclusion
THE BODY SHOP is a famous international cosmetic brand in
IMC Campaign for THE BODY SHOP 47
western countries and some Asian regions. It has the abundant types of products.
However, if THE BODY SHOP wants to have more development in the career and
does not become the loser in the cosmetic market competition, it should enter China
cosmetic market as soon as possible. As one of the fastest economic growing country,
China cosmetic market is under developing and has much potential. Succeeding in
China cosmetic market means that THE BODY SHOP occupies the biggest cosmetic
market in the world.
According to the survey, THE BODY SHOP brand awareness is very low in China. It
is the biggest weakness but it is also an opportunity for THE BODY SHOP to build a
good image in China through the careful designed strategy. The integrated marketing
communication campaign for THE BODY SHOP entering China is going to establish
the good image into professional, reliable and healthy. Integrated marketing
communication strategy should consider the stakeholders and use the sales promotion
and advertising strategy. It is expected that the Chinese consumers will accept THE
BODY SHOP cosmetic brand and become the loyal consumers to it.
The creative strategies are considered in three parts: the stakeholders’ strategies, sales
promotion strategies and advertising strategies. In the stakeholders, consumers,
community, industry, media and internal employees are all adopted
different strategies. Coupons and discount are still the significant tools
IMC Campaign for THE BODY SHOP 48
in sales promotion. Finally, advertisements in TV are necessary and it “borrows” the
influence of pop stars. These creative campaign strategies need television, newspapers,
magazines and internet channels and they will be implemented all the year.
In the end, evaluation is conducted in the form of survey and macro and micro
measurements. The pre-test and post-test surveys check whether the campaign is
effective. The attitudinal and behavioral factors belong to macro measurement. The
increasing awareness and the consumption behaviors of the consumers are the proofs
of the success of the campaign. The micro measurement mainly uses media.
Ⅺ. References
Electronic references from website. Retrieved May 26, 2006, from
http://www.thebodyshopinternational.com/web/tbsgl/indexTiles.jsp?tbsmain=pr
oducts
Electronic references from website. Retrieved May, 2006, from
http://www.thebodyshopinternational.com/web/tbsgl/about.jsp
Lane, W.R. & Russell, J.T. (2003). Advertising. U.S.A.: Pearson
Education, Inc.
IMC Campaign for THE BODY SHOP 49
Lattimore, D., Baskin, O. & Heiman, S.T. (2006). Public Relations: The Profession and
The Practice. U.S.A.: McGraw-Hill Companies, Inc.
Matera, F.R. & Artigue, R.J. (2005). Public Relations Campaigns and Techniques.
U.S.A.: Pearson Education, Inc.
Seitel, F.P. (2001). The Practice of Public Relations (8th ed.).U.S.A.: Prentice Hall
Shuquan, Li (2003). China Cosmetic Market. China: STAT-USA Market Research
Reports.
THE BODY SHOP (2005). THE BODY SHOP Values Report 2005. retrieved May, 2006,
from http://valuesreport.thebodyshop.net/.
Wells, W., Burnett, J. & Moriarty, S. (2005). Advertising Principles and Practice (6th ed.).
U.S.A.: Pearson Education, Inc.
Wilcox, D.L. (2005). Public Relations Writing and Media Techniques (5th ed.). U.S.A.:
Pearson Education, Inc.
Appendices
Appendix 1: Questionnaire (Chinese Version) Page 1
你好,非常感谢参与这项不记名的问卷调查活动。我是香港浸会大学传理学院研究生,本人
保证此调查结果仅用作香港浸会大学毕业设计,并不用作任何商业活动。请不要参阅任何资
料或是网站信息,直接完成问卷。如有任何疑问,请联系我:[email protected]。麻烦在完成本问卷后,只需要标明题号连同答案交还调查员,谢谢你的合作。 1. 请问你的年龄是:
A)15-19 B) 20-24 C) 25-34 D)35-44 E) 45-54 F) 55 或以上
2. 你的性别: A) 男 B) 女
3. 职业_____________ 现居住地_____________ 4. 请问你的最高学历,包括目前正在就读的是:
A) 高中或以下 B) 中专 C) 大专 D)本科 E)硕士或以上 5. 请问知道欧莱雅品牌吗?
A) 知道 B) 不知道
6.(题 5 选 B,跳过此题)从何种渠道得知欧莱雅?(可多选) A) 朋友 B) 电视广告 C)报纸广告 D) 杂志广告 E)网络 F) 广播电台 G) 其他 7. 请问知道资生堂品牌吗? A) 知道 B) 不知道 8.(题 7 选 B,跳过此题)从何种渠道得知资生堂?(可多选) A) 朋友 B) 电视广告 C)报纸广告 D)杂志广告 E)网络 F) 广播电台 G)其他 9.(题 5 和题 7 都选 B,跳过此题)你觉得欧莱雅和资生堂,谁的市场宣传推广做的比较好?
A) 欧莱雅,请简要解释原因__________________________________________________ B) 资生堂,请简要解释原因___________________________________________________ C)两者都不好 D)两者都好
10. 购买过何种品牌的化妆品__________________________________________________
Page 2
11. 知道 The Body Shop (中译名:身体小铺)品牌吗? A) 知道 B) 听说过 C) 完全不知道 12.知道 The Body Shop 有哪些系列产品吗?
A) 知道 B) 不太清楚 C) 完全不知道。
13. 知道 The Body Shop 所倡导的理念是什么吗?
A) 知道,是______________
B) 不太清楚 14.你觉得 The Body Shop 要进入中国内地市场,因靠什么取胜?(本题可多选) A)价格 B)质量 C)服务 D)产品宣传,推广 E)其他
15. 你觉得 The Body Shop 以何种形式销售最好?
A)商场专柜 B)独立的专卖店 C)电话直销(如:日本化妆品牌 DHC)
D)网络销售 E)其他
16. 你觉得中国的哪位明星(包括港,澳,台地区的明星)代言 The Body Shop 会最具有号
召力? 男明星______________________,请简要说明原因______________________________
女明星______________________,请简要说明原因______________________________
17. (男性请略过本题) 作为一名女性,你会购买 The Body Shop 的系列护肤及身体护理产品
吗? A)会 B)不会
18. (女性请略过本题) 作为一名男性,你会购买 The Body Shop 的男性系列护肤及身体护理
产品吗? A)会 B)不会 19.你比较注重的是:(本题可多选) A)脸部护理产品 B)头发护理产品 C)身体护理产品 D)化妆品 E)其他
20. 你觉得以何种方式宣传 The Body Shop,效果将会最好?(可多选,但不要超过 3 个) A)电视广告 B)报纸广告 C)杂志广告 D)网络宣传
E)广播电台 F)其他
Page 3
21. 如以电视广告宣传,那种效果最好? A)地方性电视台,如:北京台,上海台等。 B)全国性电视台,如:中央电视台 22. 平均下来每月你会花多少钱在护肤,化妆品上? A)100 元以下 B)100 至 500 元 C)500 至 1000 元 D)1000 元以上
E)一般不会购买
23.请列出你常看得杂志名称:___________________________________________________ 请列出你常看得报纸名称:___________________________________________________ 请列出你常看得电视台:_____________________________________________________
∽ 问卷完 ∽
非常感谢你完成此问卷,请标明题号连同答案交还调查员。
再次感谢你的合作!! 同时感谢辛苦帮我完成调查工作的调查员,谢谢!
Appendix 2: Questionnaire (English Version) Page 4
Hello, thank you very much for answering this questionnaire. This is the research student of the School of Communication of Hong Kong Baptist University. I promise that the research results are just for the graduation project but not any commercial purposes. Please answer the questionnaire directly. Please do not consult any other information from the internet and so on. There is no correct or wrong answer; your personal views are expected. Thank you for your co-operation. If you have any questions, please contact me: [email protected]. When you finish the questionnaire, just give the question number and the answers to the questionnaire collectors. Thank you. 1. Could you please tell me your age? A)15-19 B) 20-24 C) 25-34 D)35-44 E) 45-54 F) 55 or above 2. Could you please tell me your gender? A) Male B) Female 3 Your occupation_____________. Now reside in________________. 4. Could you please tell me your highest educational level (including the degree in
process now)? A) High school or below B) Technical secondary school C) Junior college D)Bachelor Degree E)Postgraduate Degree or above
5. Do you know about L’OREAL cosmetic brand? A) Yes B) No 6. (If No.5 chosen B, drop) From which channel do you know about L’OREAL? (You
can choose more than one answer) A) Friends B) TV advertisements C) Newspaper advertisements D) Magazine
advertisement E) Internet F) Radio advertisements G) Others 7. Do you know about Shiseido cosmetic brand? A) Yes B) No 8. (If No.7 chosen B, drop) From which channel do you know about Shiseido? (You
can choose more than one answer) A) Friends B) TV advertisements C) Newspaper advertisements D) Magazine advertisement E) Internet F) Radio advertisements G) Others
Page 5
9. (If No. 5 & No. 7 chosen B, drop) In your opinion, do you think whose advertisement is better?
A) L’OREAL, please explain briefly_________________________________ B) Shiseido, please explain briefly___________________________________ C) Both are not good enough D) Both are good enough 10. Which cosmetic brands have you brought? ______________________________ 11. Do you know about THE BODY SHOP? A) Yes B) Just hear about C) Never hear. 12. Do you know which products series THE BODY SHOP owns? A) Yes B) Know a little C) Never hear 13. Do you know about the values hold by THE BODY SHOP? A) Yes, the values are_________________________________
B) No 14. If THE BODY SHOP plans to enter China market, which factors do you think are
the most important? (You can choose more than one answer.) A) Price B) Quality C) Service D) Integrated marketing communication&
Advertisements E) Others
15. Do you think which selling forms adopted by THE BODY SHOP could be the
most suitable? A) Counters in emporium B) Unattached stores C) Direct selling (Like DHC) D) Internet Selling E) Others 16. Which Chinese pop stars (including Hong Kong, Macao, Taiwan regions) are the
most suitable products’ prolocutors for THE BODY SHOP? Male pop star____________________ Explain briefly_______________________ Female pop star__________________ Explain briefly_______________________ 17. (Men omit this question) As a woman, are you willing to buy the cosmetic
products of THE BODY SHOP? A) Yes B) No 18. (Women omit this question) As a man, are you willing to buy the cosmetic
products of THE BODY SHOP? A) Yes B) No
Page 6
19. Which products do you pay more attention to? (You can choose more than one
answer) A) Skin care products B) Hair care products C) Body care products D) Make-up E) Others 20. Through which channels to advertise THE BODY SHOP, it can be the most
effective in your opinion? (Choose no more than three answers) A) Television advertisements B) Newspaper advertisements
C) Magazine advertisements D) Internet advertisements E) Radio advertisements F) Others
21. If using the TV channels to do the advertisements, which form is the best? A) Local TV channels, such as Beijing TV, Shanghai TV, etc. B) National TV channels, such as CCTV, etc. 22. Do you spend how much on cosmetic products averagely on each month? A) 100RMB or below B) 100RMB~500RMB C) 500RMB~1000RMB D) 1000RMB or higher E) don’t spend money on cosmetic brands 23. Please cite several magazines you watch frequently________________________ Please cite several newspapers you watch frequently_______________________ Please cite several TV channels you watch frequently______________________
∽ THE END ∽ Thank you for your assistance and your invaluable views.
Thank the questionnaire collectors at the same time.
Appendix 3: Results of Questionnaire Page 7
你好,非常感谢参与这项不记名的问卷调查活动。我是香港浸会大学传理学院研究生,本人
保证此调查结果仅用作香港浸会大学毕业设计,并不用作任何商业活动。请不要参阅任何资
料或是网站信息,直接完成问卷。如有任何疑问,请联系我:[email protected]。麻烦在完成本问卷后,只需要标明题号连同答案交还调查员,谢谢你的合作。 6. 请问你的年龄是:
A)15-19 (6%) B) 20-24 (60%) C) 25-34 (19%) D)35-44 (8%) E) 45-54 (4%) F) 55 或以上 (3%)
7. 你的性别: A) 男 (41%) B) 女 (59%)
8. 职业_____________ 现居住地_____________ 9. 请问你的最高学历,包括目前正在就读的是:
A) 高中或以下(10%) B) 中专(1%) C) 大专(18%) D)本科(50%) E)硕士或以上(21%) 10. 请问知道欧莱雅品牌吗?
A) 知道 (90%) B) 不知道 (10%)
6.(题 5 选 B,跳过此题)从何种渠道得知欧莱雅?(可多选) A) 朋友 (12) B) 电视广告 (33) C)报纸广告 (6) D) 杂志广告 (22) E)网络 (5) F) 广播电台 (5) G) 其他 (10) 8 Respondents do not choose any answers. 7. 请问知道资生堂品牌吗? A) 知道 (82%) B) 不知道 (18%) 8.(题 7 选 B,跳过此题)从何种渠道得知资生堂?(可多选) A) 朋友 (17) B) 电视广告 (19) C)报纸广告 (6) D)杂志广告 (23) E)网络 (7) F) 广播电台 (1) G)其他 (5) 14 Respondents do not choose any answers. 9.(题 5 和题 7 都选 B,跳过此题)你觉得欧莱雅和资生堂,谁的市场宣传推广做的比较好?
A) 欧莱雅 (57%),请简要解释原因________________________________ B) 资生堂 (25%),请简要解释原因________________________________ C)两者都不好 (5%) D)两者都好 (13%)
10. 购买过何种品牌的化妆品__________________________________________________
Page 8
11. 知道 The Body Shop (中译名:身体小铺)品牌吗? A) 知道 (20%) B) 听说过 (14%) C) 完全不知道 (66%) 12.知道 The Body Shop 有哪些系列产品吗?
A) 知道 (10%) B) 不太清楚 (19%) C) 完全不知道。(71%)
13. 知道 The Body Shop 所倡导的理念是什么吗?
A) 知道 (4%),是______________
B) 不太清楚 (94%) 14.你觉得 The Body Shop 要进入中国内地市场,因靠什么取胜?(本题可多选) A)价格(23) B)质量 (33) C)服务 (20) D)产品宣传,推广 (44) E)其他 (9)
15. 你觉得 The Body Shop 以何种形式销售最好?
A)商场专柜 (28%) B)独立的专卖店 (60%) C)电话直销 (5%)
D)网络销售 (5%) E)其他 (1%)
16. 你觉得中国的哪位明星(包括港,澳,台地区的明星)代言 The Body Shop 会最具有号
召力? 男明星______________________,请简要说明原因______________________________
女明星______________________,请简要说明原因______________________________
17. (男性请略过本题) 作为一名女性,你会购买 The Body Shop 的系列护肤及身体护理产品
吗? A)会 (55%) B)不会 (45%)
18. (女性请略过本题) 作为一名男性,你会购买 The Body Shop 的男性系列护肤及身体护理
产品吗? A)会 (39%) B)不会 (61%) 19.你比较注重的是:(本题可多选) A)脸部护理产品(58) B)头发护理产品(26) C)身体护理产品(22)
D)化妆品(13) E)其他(1) 1 Respondent does not choose any answers.
20. 你觉得以何种方式宣传 The Body Shop,效果将会最好?(可多选,但不要超过 3 个) A)电视广告 (59) B)报纸广告 (14) C)杂志广告 (42)
D)网络宣传(22) E)广播电台 (3) F)其他 (4)
Page 9
21. 如以电视广告宣传,那种效果最好? A)地方性电视台 (25%) B)全国性电视台 (75%) 22. 平均下来每月你会花多少钱在护肤,化妆品上? A)100 元以下 (50%) B)100 至 500 元 (28%) C)500 至 1000 元 (3%)
D)1000 元以上 (0) E)一般不会购买 (19%)
23.请列出你常看得杂志名称:___________________________________________________ 请列出你常看得报纸名称:___________________________________________________ 请列出你常看得电视台:_____________________________________________________
∽ 问卷完 ∽
非常感谢你完成此问卷,请标明题号连同答案交还调查员。
再次感谢你的合作!! 同时感谢辛苦帮我完成调查工作的调查员,谢谢!
注意:凡是可以有多个选择多个答案的题目,调查结果用人数表示选择每项答
案的数目,而不是百分比.
Appendix 4: THE BODY SHOP Company Introduction Page 10
THE BODY SHOP Values:
THE BODY SHOP Symbols:
THE BODY SHOP Development in the World:
(Source: http://www.thebodyshopinternational.com/web/tbsgl/about.jsp)
Appendix 5: THE BODY SHOP Product Introduction Page 11
Accessories Bath & Body
Fragrance Hair
Home Fragrance Make-up
Mens Skin
Sun Well Being (Source:http://www.thebodyshopinternational.com/web/tbsgl/indexTiles.jsp?tbsmain=products)
Appendix 6: Tables Page 12
Table 1 Annual Sales of China Cosmetic Industry (1990-2001)
Note: The statistics contained in this table only cover retail sales of the following six product categories but do not include those sales to the beauty salons and barber shops: 1) Hair Care (2-in-1, shampoos, conditioners, colorants, and styling agents) 2) Skin Care (Facial, body, hand, and sun care) 3) Color Cosmetics (Lipsticks, facial powder, eye shadow, nail polishes) 4) Personal Care (Baby care, bath & shower, deodorants, shaving/grooming) 5) Oral Hygiene (Toothpaste, toothbrushes, mouth wash, mouth fresher, dental floss) 6) Fragrance (Mass and premium) (Source: China Cosmetics Review (1985-2001), press reports, and interviews)
Table 2 China's Import and Export Value of Cosmetics (1996-2001)
Unit: US$ mn
Year 1996 1997 1998 1999 2000 2001
Export 81.5 92.0 125.1 127.1 187.8 238.8
Import 26.0 25.5 34.3 42.7 65.8 67.7
(Source: Beijing Hua Tong Ren Market Information Co. Ltd.)
Year 90 91 92 93 94 95 96 97 98 99 00 01
Annual sales
(RMB/bn)
4 5 7 9 14 19 22 25.3 27.5 30 35 40
% change - 25 40 29 56 36 16 15 8.5 7.1 16.7 14
Per capita
Consumption
(RMB)
3.3 4.3 6.0 6.8 9.6 16 18 21 22 23 27 31
Page 13
Table 3 China's Cosmetics Import by Region (1996-2000)
Import % of Share Rank
Countries or
Regions QTY Value
($1,000)
QTY Value
1 USA 7,986 49,348 20.95 25.39
2 France 2,879 33,131 7.55 17.05
3 Japan 2,483 24,993 6.51 12.86
4 Hong Kong
5,171 13,167 13.56 6.78
5 Taiwan 4,988 12,617 13.08 6.49
6 Singapore 2,061 11,186 5.41 5.76
(Source: Beijing Hua Tong Ren Market Information Co, Ltd.)
Page 14
Table4: Respondents Characteristics of the Survey
Number Percent
Gender Male 28 41
Female 40 59
Age 15-19 4 6
20-24 41 60
25-34 13 19
35-44 5 8
45-54 3 4
55-above 2 3
High School or Below
7 10
Technical Secondary School Diploma
1 1
Junior College Diploma
12
18
Bachelor Degree
34 50
Educational Level
Postgraduate or Above
14 21
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e Sc
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Appendix 8: Competitors Advertisement Page 16 L’OREAL Company Advertisements:
(Source: http://www.xicn.net/life/finance/item/2002-04-17/68232(7).html)
Page 17 Shiseido Company Advertisements
(Source: http://lady.tom.com/1003/1019/20051123-93189.html)
Appendix 9: Press Release Samples Page 18
FOR IMMEDIATE RELEASE Contact Name: Flora XU, Fang ﹡﹡﹡Public Relations Agency Email:[email protected] Phone: (852) 67562172 (086) 0791-6241312
THE BODY SHOP will open the First Store in Shanghai
(SHANGHAI, January 10, 2007) ---- The famous Britain cosmetic brand-THE
BODY SHOP-has planned to enter China. The first store of THE BODY SHOP in
China will be opened in Shanghai. The location of the store is chosen in the
commercial road, Huaihai Road.
The store is the beginning of THE BODY SHOP in China. THE BODY SHOP
plans to open more stores in Shanghai, and will extend the stores to Beijing, Shenzhen
and Guangzhou. If the consumers do not live in the four cities, they can buy the
original THE BODY SHOP products from THE BODY SHOP China website. All the
products of THE BODY SHOP sold in China are produced in U.K. and THE BODY
SHOP hope to bring the Chinese consumers the “Original” enjoy.
- ENDS -
About THE BODY SHOP
THE BODY SHOP is a cosmetic brand based on Britain. It has complete products
series: skin care, hair care, body care products and cosmetic tools. For more detailed
information, please consult www.thebodyshop.com.cn.