International Marketing Communications Plan 03062 Essay

International Marketing Communications Plan 03062 - Essay Example tage comes from its emphasis on social responsibility, ethical trade and delivering value to customers who believe in the same values as The Body Shop. The marketing plan proposes to use these values as a pillar to form the marketing strategy which would be directed towards the younger segment that is prone to adopting new trends early. The Body Shop International was set up by Dame Anita Roddick and sells skin and beauty products. The brand combines activism and marketing to encourage men and women to focus on social and environmental issues. The brand operates in 60 markets worldwide and has more than 2500 stores that work on a franchise based model. They also have the new Hemp Body Care line and The Body Shop at Home line as well. (The Body Shop, 2015) The brand believes in fair trade and has set up its own fair trade program called Community Fair Trade. This program involves 30 suppliers in 20 countries and provides 25,000 people worldwide with income to build their future. The Body Shop also sources its raw materials from their suppliers (The Body Shop, 2015). Since 1994, The Body Shop has helped raise funds and awareness for domestic violence. Since 2004, over 4 million pounds has been donated to partners who prevent, support and protect women and children from domestic abuse (The Body Shop, 2015). Protecting the planet is an important value for the Body Shop. They take full responsibility of their carbon footprint and aim to minimize their impact on the planet. This includes plants to reduce energy consumption and waste generation and change attitudes around the world about ecofriendly products (The Body Shop, 2015). The Body Shop does not face competition from well-known brand names like Mac, Sephora or Chanel because its product offerings and target market is different. In China, the competition comes from brands that originate from Japan or Korea like Missha or the Face Shop. These brands have already established a presence in the Chinese market and