The Body Shop Eestis - "hingega brändi" vastuvõtt
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Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Tartu Ülikool
Abstrakt
Kirjeldus
This research is based on social marketing and branding theories. The aim of the
research is to find out which has been the reception of The Body Shop brand in
Estonia. Body Shop is the object of this research and is handled as a spirited brand.
The notion “spirited brand” cues to a research of Marjorie Thompson and Hamish
Pringle and their book Brand Spirit. How Cause Related Marketing Builds Brands
(2003). Author of this work set up three main research-questions and during the
research found out the answers.
Qualitative methods were used to reach the goals of this work. Author carried out
three interviews with experts and seven with consumers. Furthermore, the qualitative
inner-analyses of media texts and Internet forums were carried out to reach the best
results. Research questions and goals were the basis to carry out interviews.
To conclude the main results originating from the research-questions one may say that
Body Shop as a brand with spirit and several social values has been accepted
positively in Estonia. But not only because of its social values, but mainly because of
the brand itself, the atmosphere of shops and the smell of products. Social dimension
comes about thirdly when one must say the queue of the reason to consume The Body
Shop. Remarkable is that Body Shop values are known quite well among the
consumers, although the company does not provide any commercial. And in
Estonia commercial-culture is quite broad, people have used to see and hear a lot of
commercial.
And although social marketing in Estonia is quite new topic the research found out
that the more campaigns there is and the more media and experts introduce social
marketing related to business, the more people are interested of it and the more they
care about community and social values provided. It is the question of public opinion
and public attention.
The motives of The Body Shop consuming are more related to status and trends than
social values. It was said that although people would want to buy the products that
support some social problems, Body Shop products are expensive enough to prefer
some other companies, although they may do animal testing or not to be as planet-
protecting as Body Shop.
At the same time when some people say the products are too expensive, there is a
group of loyal customers who say the knew Body Shop long before it came to
Estonia. These people say they admire Body Shop as a cosmetic-brand as well as
social-values pioneer in business.
To conclude the main results originating from the research-questions one may say that
Body Shop as a brand with spirit and several social values has been accepted
positively in Estonia. But not only because of its social values, but mainly because of
the brand itself, the atmosphere of shops and the smell of products. Social dimension
comes about thirdly when one must say the queue of the reason to consume The Body
Shop. Remarkable is that Body Shop values are known quite well among the
consumers, although the company does not provide any commercial. And in
Estonia commercial-culture is quite broad, people have used to see and hear a lot of
commercial.
Social marketing is becoming more popular in Estonia and it seems to bring the rise
of the awareness among consumers and Estonians altogether – enterprises and clients
think more how to support different social problems using business-marketing tips.
The Body Shop entering in Estonian market was bringing a new view of environment-
protecting cosmetics. Reception of Body Shop has been positive and supportive, and
the consumers find that Body Shop deals with good things and provides nice shop
environment. The negative aspect is the price of products, although comparing the
prices abroad among all the other cosmetic products, TBS is not more expensive than
widespread cosmetics, for example L’Oreal (Body Shop belongs now to L’Oreal).
Märksõnad
H Social Sciences (General), bakalaureusetööd, turunduskommunikatsioon, kaubamärgid