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Bath & Body Works
Transcript of Bath & Body Works
Limited Brands Inc.
Hiring of Beth Pritchard
Store openings in 1996
Focus on customer’s emotional
and physical well being
Leader in personal care industry
Target Market Women between ages 18-54
Net Sales $2,902,000.00
Generated 27% of Limited Brands Revenue
Market Share 19%
BBW Positioning Statement
We're the one's that...
Marketing Communications Mix
Variety of Bacterial Soaps, shower gels, lotion, candles, and other accessories
Operates 1600 stores in U.S and 80 Stores in Canada
Strategically priced based on value of their products
• Direct and indirect competition
• Offerings in the same product category
The Body Shop
First store opening in 1976 in England
Over 2,500 stores in over 60 markets worldwide
Dame Anita Roddick
The Body Shop Foundation
We're the one's that ... "provide beauty and cosmetics products that are naturally inspired and ethically produced"
Founded in 1969
LVMH Moët Hennessy - Louis Vuitton
986 stores in 23 countries
Entertaining shopping experience
Digital innovation - iOS
Elaboration likelihood model (ELM) peripheral route
Increase awareness of new products lines available at Bath & Body Works (aromatherapy)
Use of magazine ads ex. Better Homes and Gardens
Create controversial video ads
Focus less on product and more on consumers beauty and well being
"enhance the beauty and physical well-being of women"
By: Laura Downey, Hillary Kerkvliet, Brittany Nealon, Simmy Sandhar and Sara Selim
Strong and cohesive brand image
Innovative and consistent with adjusting products to the changing trends
Current Advertising Strategies
Lack of brand awareness
Implementation of different advertising media
Magazine advertisements and Campaigns
Current Economy, reduced spending
Wide range of Direct and Indirect Competitors