Relationship Marketing Strategy and implementation

(Nora) #1

enthused them with a breathless enthusiasm. Our solution to third world
poverty is trade not aid.’
The philosophy is explained to the customer as follows:


1 The Body Shop continues to trade today on the same principles that have held
firm since its beginning in 1976.
2 We use vegetable rather than animal ingredients in our products.
3 We do not test our ingredients or final products on animals.
4 We respect our environment: we offer a refill service in our shops, all our prod-
ucts are biodegradable, we recycle waste and use recycled paper wherever pos-
sible, we use biodegradable carrier bags.
5 We use naturally based, close-to-source ingredients as much as we can.
6 We offer a range of sizes and keep packaging to a minimum: our customers pay
for the product, not elaborate packaging or for more than they need (and this
helps keep the prices down too).


The philosophy is put into practice on many levels, some more visible than
others:


1 Our products reflect our philosophy.
2 They are formulated with care and respect:
respect for other cultures
respect for the past
respect for the natural world
respect for the customer.
3 The Body Shop joined forces with Greenpeace over a two-year period in a
campaign to ‘Save the Whale’ and in the UK we are involved with the Friends
of the Earth during 1987–88, in a campaign to raise public awareness of the
dangers of acid rain and other environmental hazards, and to encourage others
to take positive action to protect their environment, such as recycling house-
hold and workplace waste.


Roddick and her employees have real enthusiasm for the company and its
products. ‘I see business as a renaissance concept,’ she says, ‘where the
human spirit comes into play. How do you ennoble the spirit when you are
selling moisture cream? Let me tell you, the spirit soars when you are
making products that are life serving, that make people feel better. I can
even feel great about a moisture cream because of that.’
There are some very visible manifestations of the company’s philosophy
in the way the company operates. For example, each employee at the
Littlehampton head office has two wastepaper baskets, one for recyclable
and one for non-recyclable waste. The company even runs training courses
on recycling.
Commitment by top management to such values is vital. ‘The people


294 Relationship Marketing

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