Assessing the impact of integrated marketing

communication on consumer attitudes towards The

Body Shop and Mama Earth

by

Kunal Gupta
Guided by Dr. Roshni Sawant

A Dissertation
Submitted to Administration Department
D.Y. Patil Deemed To Be University School Of Management, Belapur, Navi Mumbai
In Partial Fulfillment of the Requirements
for the Degree Bachelor of Business Administration in Marketing
April-2024

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Kunal Gupta Dissertation
 Acknowledgements

Throughout the whole process of finishing this dissertation, Dr. Roshni Sawant provided me
with important direction, unshakable support, and insightful critique for which I am truly
grateful. The direction and caliber of this research have been greatly influenced by Dr.
Sawant's knowledge and support.
Additionally, I would like to express my sincere gratitude to each and every survey
respondent who so kindly gave of their time and insights, without which this study would not
have been possible. Your contributions have improved this study and given its conclusions
more context.
In addition, I want to express my gratitude to my family and friends for their support,
tolerance, and comprehension during the difficult parts of our trip.
Finally, I would like to thank everyone who helped me finish this dissertation, both directly
and indirectly, as well as my academic institution.
I appreciate everyone's participation in this significant project.

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Kunal Gupta Dissertation
 Abstract

Integrated Marketing Communication (IMC) plays a crucial role in shaping consumer

perceptions and attitudes towards brands, particularly within the competitive landscape of
the beauty and cosmetics industry. This dissertation aims to investigate the effectiveness
and impact of IMC strategies employed by two prominent beauty retailers, The Body
Shop and Mama Earth, on consumer attitudes. Through a comprehensive analysis of
various IMC components such as advertising, branding, social media engagement,
influencer partnerships, and customer experience, this study seeks to elucidate the
mechanisms through which these factors influence consumer perceptions and preferences
towards the two brands. Data collection methods include surveys, interviews, and content
analysis of marketing materials to provide a holistic understanding of the effectiveness of
IMC strategies in enhancing brand equity and fostering positive consumer attitudes
towards The Body Shop and Mama Earth. By exploring the intricate interplay between
IMC strategies and consumer perceptions, this research contributes to the existing body of
knowledge in marketing and offers actionable insights for brand managers and marketers
in the beauty and cosmetics industry.

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Kunal Gupta Dissertation
 Table of contents

List of figures 5
List of tables 6
List of abbreviations 7
Glossary 8
Introduction 9
Literature review/theoretical framework 11
Methodology 17
Results 20
Discussion 24
Conclusion 28
Reference list 29
Appendix 1: [Questionnaire and Responses] 31

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Kunal Gupta Dissertation
 List of figures

Figure 1: Age………………………………………………………………………….29
Figure 2: Gender……………………………………………………………………….30
Figure 3: Occupation…………………………………………………………………….31
Figure 4: Monthly Income …………………………………………………………….32
Figure 5: Questionnaire Response……………………………………………………….33-42

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Kunal Gupta Dissertation
 List of abbreviations

- AIDA: Attention, Interest, Desire, Action

- ANOVA: Analysis of Variance
- APA: American Psychological Association
- DAGMAR: Defining Advertising Goals for Measured Advertising Results
- ELM: Elaboration Likelihood Model
- IMC: Integrated Marketing Communication
- KPIs: Key Performance Indicators
- MLA: Modern Language Association
- SPSS: Statistical Package for the Social Sciences

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Kunal Gupta Dissertation
 Glossary

1. Integrated Communications (IMC): a strategic marketing approach that integrates

multiple communication channels and tools to deliver a consistent, unified message to
consumers.
2. Consumer Attitude: Consumer attitude refers to an individual's evaluations, feelings, and
beliefs about a product, brand, or company, which influence purchasing behavior and
decision-making processes.
3. The Body Shop: a global beauty and jewelry retailer known for its commitment to ethical
operations, environmental sustainability and community service. The Body Shop offers a
variety of skin care products, cosmetics, hair care and perfumes.
4. Mama Earth: An exclusive brand of natural and organic skin care, hair care and baby care
products aimed at consumers, parents and families. Mama Earth values safety, cleanliness
and sustainability in its product offerings.
5. Impact: Effectiveness or effectiveness of integrated marketing communication efforts on
consumer perceptions, attitudes, behaviors and purchase intentions for The Body Shop and
Mama Earth brands.
6. Brand Image: a consumer's overall perception and perception of a brand is influenced by
a variety of factors, including product quality, brand name, value, and marketing
communications.
7. Purchase Intention: the likelihood or desire to purchase products or services from The
Body Shop and Mama Earth brands based on the customer's thoughts, attitudes and
preferences.
8. Ethics: the practice of procuring raw materials, materials or products in a socially
responsible, environmentally rational and fair way for the workers and communities involved
in the supply chain.
9. Environmental protection: The purpose of meeting the needs of the present without
compromising the ability of future generations to meet their own needs, reducing
environmental impact, protecting wealth and promoting charity.
10. Social movement: actions and activities are organized to bring about social, political or
environmental change, or to address issues such as animal welfare, human rights and
environmental protection.
11. Brand equity: the degree to which consumers bond with, are loyal to, and repurchase a
brand, often influenced by factors such as brand satisfaction, trust, and perceived value.
12. Communications: a variety of tools, channels, and messages that businesses use to
communicate with their target audience and promote their product or brand, including
advertising, public relations and marketing, digital marketing, and social media.

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Kunal Gupta Dissertation
13. Perception: the human tendency to interpret and understand information received
through the senses, such as sight, hearing, touch, taste and smell, which creates attitudes,
beliefs and behaviors of values towards the brand.
14. Target audience: group of consumers or individuals that a company aims to reach and
influence through its marketing and messages, based on demographic, psychological and
behavioral characteristics.
15. Sustainable actions: Actions, policies and programs undertaken by a company to operate
in an environmentally responsible, socially responsible and economically sustainable manner,
often activities such as waste reduction, energy efficiency and community involvement.
16. Media: The various barriers or platforms through which marketing messages and
information are communicated to the public, including traditional channels (e.g. television,
print, radio) and digital channels (e.g. websites, social networks, email).
17. Brand Assets: Values and intangible assets associated with a brand, such as brand
awareness, brand loyalty, brand awareness and brand associations, are beneficial to
competitive advantage and long-term success.
18. Market Segmentation: the practice of dividing a market into distinct and homogeneous
segments based on shared characteristics and needs so that companies can better target and
serve specific customer groups through prepared targeted marketing strategies.
19. Influencer Marketing: a marketing strategy involving individuals or influencers who
work hard to reach and influence their target audience, often using their credibility and
influence to promote a product or brand.
20. Consumer behavior: The study of how individuals, groups, or organizations make
decisions and engage in actions related to the acquisition, use, and distribution of products
and services, or thoughts that are influenced by psychology, society, culture, and situation.

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Kunal Gupta Dissertation
 Introduction

1. Introduction

The Body Shop is a British cosmetics, skincare and fragrance company known for its
ethical and sustainable practices, offering a wide range of products made from
natural ingredients

Mama Earth is an Indian brand specializing in toxin-free, natural skin, hair and baby
care products with a focus on eco-friendly and cruelty-free formulations

Although both brands emphasize ethical sourcing and environmental awareness,

they operate in different markets and have different brand identities

2. Importance of Integrated Marketing Communications in the Beauty Industry

Integrated marketing communications (IMC) plays an important role in the beauty
industry for several reasons:

1. Brand Consistency: IMC ensures that all marketing activities, including

advertising, public relations, social media, and promotions, convey a
consistent brand message, image and identity This consistency helps build
brand awareness and consumer trust.

2. Multichannel engagement: In the beauty industry, consumers interact with

brands across multiple channels, including social media, online platforms,
in-store experiences, and traditional media, IMC enables brands to have a
presence on these channels, allowing them to reach a wider audience and
engage with consumers wherever they are.

3. Consumer Education: Beauty products often require explanations and

demonstrations to highlight their benefits and uses, IMC strategies, such as
tutorials, how-to guides, and user-generated content, help educate consumers
about product features and uses, increasing understanding and likelihood of
purchase.

4. Building relationships: IMC facilitates two-way communication between

brands and consumers, allowing brands to listen to feedback, address
concerns, and build lasting relationships with their audiences, This aspect of
relationship building is extremely important in the beauty industry, where trust
and loyalty play a key role in purchasing decisions.

5. Adaptability: The beauty industry is dynamic, with trends, preferences, and

consumer behavior constantly evolving IMC allows brands to quickly adapt
their marketing strategies to changing market conditions to stay relevant and

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Kunal Gupta Dissertation
 competitive. Overall, IMC is working in the beauty industry to create a
consistent brand experience, effectively engage consumers, educate them
about products, build relationships, and continue to adapt to a rapidly
changing market environment It is important

3. Research Objectives
To evaluate the effect of coordinates showcasing communication (IMC) on buyer
states of mind towards The Body Shop and Mama Earth, the taking after inquire
about goals can be considered:

1. Assess Mindfulness:
Degree the level of mindfulness shoppers have almost The Body Shop and Mama
Earth, counting brand acknowledgment, review of showcasing messages, and
recognition with their items and values.

2. Survey Message Consistency:

Look at the consistency of promoting messages over different channels utilized by
The Body Shop and Mama Earth, such as social media, publicizing, bundling, and
in-store advancements.

3. Investigate Buyer Discernments:

Explore customer recognitions of The Body Shop and Mama Earth, counting brand
picture, values, notoriety for supportability, item quality, and by and large fulfillment.

4. Analyze Shopper Engagement:

Survey the level of customer engagement with The Body Shop and Mama Earth
through distinctive promoting channels, such as social media intelligent, site visits,
support in advancements, and participation at occasions.

5. Degree Attitudinal Shifts:

Decide any changes in customer demeanors towards The Body Shop and Mama
Earth some time recently and after presentation to coordinates showcasing
communication endeavors, centering on viewpoints like brand partiality, believe,
dependability, and buy expectation.

6. Recognize Impacting Variables:

Investigate the variables that influence consumer demeanors towards The Body
Shop and Mama Earth, counting statistical factors, individual values, past
encounters, and introduction to competitor promoting.

7. Explore Buyer Behavior:

Look at how customer demeanors towards The Body Shop and Mama Earth impact
real acquiring behavior, counting recurrence of buys, item choices, and readiness to
pay a premium for morally and economically delivered items.

8. Give Suggestions:
Based on the discoveries, offer proposals to upgrade the adequacy of coordinates
promoting communication methodologies for The Body Shop and Mama Earth,

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Kunal Gupta Dissertation
pointing to reinforce shopper demeanors, engagement, and dependability towards
the brands.

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Kunal Gupta Dissertation
 Literature review/theoretical framework
Certainly! Here's a writing survey laying out the conceptual system of coordinates promoting
communication (IMC):

Writing Audit:
Conceptual System of Coordinates Promoting Communication

Coordinates Promoting Communication (IMC) has developed as a key approach to promoting

that emphasizes the significance of planning different communication apparatuses and
channels to provide a bound together and reliable message to shoppers. The conceptual
system of IMC is established in a few key standards and hypotheses that have formed its
improvement and application within the showcasing field.

1. Consistency and Coherence:

One of the basic standards of IMC is the requirement for consistency and coherence in brand
communication over all channels and touchpoints. Schultz and Kitchen (2000) emphasize that
a cohesive message reinforces brand personality and improves buyer review and
acknowledgment.

2. Cooperative energy and Integration:

The IMC hypothesis states that the combined impact of numerous communication
apparatuses working together is more noteworthy than the whole of their personal impacts.
Duncan and Caywood (1996) highlight the significance of cooperative energy and integration
in maximizing the effect of promoting communication endeavors.

3. Consumer-Centric Approach:
IMC systems emphasize the significance of embracing a consumer-centric approach,
centering on understanding customer needs, inclinations, and behaviors. Burp and Burp
(2004) contend that IMC techniques ought to be planned to make important intuitive
connections with buyers and construct long-term connections.

4. Vital Arranging:
IMC requires a key arranging handle that includes setting clear destinations, distinguishing
target gatherings of people, selecting suitable communication channels, and planning
message conveyance. Schultz and Kitchen (2000) push the requirement for key arrangement
over all aspects of promoting communication.

5. Innovation and Advancement:

The rapid evolution of innovation has had a critical effect on the home of IMC, empowering
marketers to use computerized stages, social media, and information analytics to lock in with
buyers in more personalized and intuitive ways. Smith and Taylor (2004) highlight the role of
innovation as an enabler of coordinated communication techniques.

6. Assessment and Estimation:

IMC systems emphasize the significance of assessment and estimation to evaluate the
adequacy of communication endeavors and make educated choices. Duncan and Caywood
(1996) advocate for the utilize of key execution pointers (KPIs) and measurements to track
the affect of IMC campaigns.

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Kunal Gupta Dissertation
 7. Organizational Integration:
IMC requires coordination and collaboration over different divisions and capacities inside an
organization, counting showcasing, publicizing, open relations, deals, and client benefit.
Kitchen and Schultz (1999) push the require for organizational integration to guarantee
consistency and arrangement of brand communication.

In rundown, the conceptual system of coordinates showcasing communication is based on

standards of consistency, cooperative energy, consumer-centricity, key arranging, innovation,
assessment, and organizational integration. By receiving an coordinates approach to
showcasing communication, organizations can make a bound together brand experience that
reverberates with customers and drives commerce victory.

Theoretical viewpoints (e.g. AIDA model, brand models)

Certainly! Here is a writing survey examining hypothetical perspectives, for example, the
AIDA model and brand models inside the setting of incorporated showcasing
correspondence:

Writing Audit: Hypothetical Perspectives in Coordinated Advertising Communication,

Incorporated Advertising Correspondence (IMC) draws upon different hypothetical
perspectives to direct the turn of events and execution of correspondence procedures pointed
toward accomplishing promoting targets. This writing audit investigates a portion of the key
hypothetical systems utilized in IMC, including the AIDA model, brand models, and others.

AIDA Model: The AIDA model, created by E. St. Elmo Lewis in the late nineteenth hundred
years, frames a progressive cycle that purchasers normally go through when presented to
showcasing messages: Consideration, Interest, Want, and Activity. This model remaining
parts important in IMC as a system for understanding how correspondence endeavors can
move customers from attention to buy choice (Kitchen and Schultz, 1999).

Brand Models: Different brand models give hypothetical structures to understanding how
brands are constructed, made due, and conveyed to shoppers. For instance, the Brand Value
Model, proposed by Aaker (1991), underscores the significance of brand mindfulness, saw
quality, brand affiliations, and brand devotion in expanding brand value. IMC experts use
brand models like this to foster techniques that improve brand picture and value across
different touchpoints (Burp and Burp, 2004).

Progressive system of Impacts Models: Pecking order of Impacts models, like Lavidge and
Steiner's (1961) model and the DAGMAR model (Characterizing Promoting Objectives for
Estimated Publicizing Results), portray the stages buyers go through because of advertising
correspondence, from attention to activity. These models assist advertisers with planning
correspondence systems that address the particular goals at each phase of the customer
dynamic interaction (Duncan and Caywood, 1996).

Elaboration Probability Model (ELM): The Elaboration Probability Model, proposed by

Unimportant and Cacioppo (1986), sets that buyers interaction enticing messages through
either a focal course (cautious investigation of message content) or a fringe course
(depending on signs like source engaging quality or message length). IMC specialists utilize

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Kunal Gupta Dissertation
this model to tailor correspondence systems in view of the degree of contribution and
inspiration of the main interest group (Smith and Taylor, 2004).

Social Impact Theories: Social impact hypotheses, like social character hypothesis and
social verification, give bits of knowledge into what people are meant for by the way of
behaving and assessments of others. IMC systems frequently influence social impact
standards to shape buyer mentalities, inclinations, and ways of behaving through strategies
like tributes, force to be reckoned with advertising, and client produced content (Kitchen and
Schultz, 2000).

In rundown, hypothetical perspectives in Coordinated Showcasing Correspondence envelop a

scope of models and systems that guide the turn of events, execution, and assessment of
correspondence methodologies. By drawing upon these hypothetical viewpoints, IMC
specialists can make more powerful and significant missions that resonate with main interest
groups and drive wanted results.

IMC strategies in the beauty and cosmetics sector

In the beauty and cosmetics industry, integrated marketing communications (IMC) strategies
play a critical role in reaching consumers and building brand loyalty
A literature review of his IMC strategies in this area may consider various factors such as:

1. Brand Identity and Positioning: research allows you to examine how a beauty brand
establishes its identity and itself through its positioning efforts in the IMC market
Includes advertising, packaging, and messaging

2. Digital Marketing: With the rise of social media and e-commerce, how beauty brands
are turning to digital platforms for advertising, influencer partnerships, and direct
consumer interaction, Studies may be conducted to investigate whether they are used.

3. Influencer Marketing: Exploring the effectiveness of collaboration with influencers in

the beauty industry and how influencers contribute to brand awareness and sales is the
focus of our review, It can be a focal point.

4. Product Placement and Sponsorship: Analysis of the impact of product placement in

movies, television shows, events, and sponsorship of fashion weeks and beauty trade
shows on consumer perceptions and purchasing behavior.

5. Customer Retention: Researches strategies to drive customer retention and loyalty

through loyalty programs, interactive campaigns, and personalized communications.

6. Ethical and Sustainable Practices: The growing importance of ethical and sustainable
practices in the beauty industry and how brands communicate these values through
their IMC channels Evaluate.

7. Globalization and Cultural Adaptation: Examines how beauty brands adapt their IMC
strategies to different cultural contexts and overcome challenges associated with
globalization and localization

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Kunal Gupta Dissertation
 8. Omnichannel Marketing: Explore the integration of offline and online channels in
beauty brand communications and how it impacts consumer experience and
perception

9. Measuring Effectiveness: A review of how to measure the effectiveness of his IMC

campaigns in the beauty sector, including metrics such as brand awareness, customer
loyalty, and sales, By synthesizing the existing literature on these topics, researchers
can gain insight into best practices and emerging trends in he IMC strategies in the
beauty and cosmetics industry

Previous studies on marketing strategies of The Body Shop and Mama Earth
Previous research on the marketing strategies of The Body Shop and Mama Earth
revealed several important aspects

1. Ethical and Sustainable Branding: Both brands are known for their strong
commitment to ethical and sustainable practices, The study explores how The Body
Shop's pioneering commitment to cruelty-free products and fair trade sourcing, and
Mama Earth's emphasis on natural ingredients and eco-friendly packaging, impacts
brand image and customer loyalty

We investigated whether it contributed

2. Social Responsibility and Activism: Researchers explore how The Body Shop's
animal testing and environmental campaigns, and Mama Earth's commitment to
parenting and environmental sustainability, influence consumers,

We investigated whether it resonates with consumers and influences their perception of the
brand
3. Community Engagement: Research examines the effectiveness of The Body Shop's
Community Trade Program, which supports marginalized communities through Fair
Trade Partnerships, and Mama Earth's community development and empowerment
initiatives, investigated gender

4. Digital Marketing and Social Media: Research shows that both brands are using
digital marketing channels and social media platforms to connect with consumers,
share their brand stories and create social impact to strengthen their message, We
looked into how people use it to improve their strength,

5. Product Innovation and Differentiation: scientists support, We analyzed the product

innovation strategy of The Body Shop

6. Retail Experience: research investigated the role of store design, atmosphere, and
customer service in enhancing the shopping experience at The Body Shop stores and
Mama Earth online and offline stores

7. Consumer Perceptions and Loyalty: Researchers investigated consumer perceptions

of The Body Shop and Mama Earth brands.

This includes brand credibility, authenticity, and perceived value, as well as factors that
influence brand loyalty and repurchase intent, by summarizing the findings of previous

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Kunal Gupta Dissertation
studies on the marketing strategies of The Body Shop and Mama Earth, the researchers found
that: Gain insight into best practices and strategic approaches

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Kunal Gupta Dissertation
 Methodology
The mixed research approach to investigate The Body Shop and Mama Earth's
marketing strategy involves combining qualitative and quantitative methods to
provide a comprehensive understanding of the various aspects
The recommended research structure is:
1. Introduction: - Provide an overview of the research topic.
-- Explain the importance of studying the marketing strategies of The Body
Shop and Mama Earth.
-- State the research purpose and research question
2. Literature Review: - See previous research on marketing strategies in the
beauty and personal care industry
-- Summarizes the existing literature on The Body Shop and Mama Earth,
focusing on marketing strategies, ethical practices, sustainability efforts, and
consumer perceptions.
– Identify the gap in the literature that the current study aims to address.
3. Theoretical Framework: - Develop a theoretical framework based on relevant
theories and models in marketing, including: Brand equity, consumer
behavior, and corporate social responsibility.
– Explain how these theories and models influence research design and
analysis
4. Research Design: - Describes a mixed methods approach that includes
qualitative and quantitative components
— Justify your choice of methods and explain how they complement each
other to provide a comprehensive understanding of your research topic.
-– Discuss sampling strategies for selecting participants or data sources
5. Qualitative Phase: - Conduct semi-structured interviews or focus groups with
key stakeholders such as consumers, brand representatives, and industry
experts.
-– Explore topics related to brand awareness, marketing strategies, ethical
practices, and sustainability efforts.
— Use thematic analysis to identify patterns and insights from qualitative
data
6. Quantitative Phase: - Design a survey or questionnaire to collect quantitative
data from a larger sample of consumers
-– Measures variables such as brand awareness, brand loyalty, purchasing
behavior, and perceptions of ethical and sustainable practice
— Analyze quantitative data using statistical techniques such as regression
and factor analysis
7. Synthesizing Results: – Compare and contrast the results from the qualitative
and quantitative phases.
— Look for convergence, divergence, or complementary insights between
two datasets.
— Interpret the combined results to draw conclusions about The Body Shop
and Mama Earth's marketing strategies
8. Discussion: - Discuss the implications of the research findings for theory and
practice in marketing.
– Highlights the operational impact on The Body Shop, Mama Earth, and
other companies in the beauty and personal care industry.
– Identify study limitations and suggest future research directions

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Kunal Gupta Dissertation
 9. Conclusion: - Summarizes the main findings and contributions of the study
– Highlights the importance of understanding marketing strategy in the context
of ethical and sustainable brands.
– Final comments and recommendations for beauty and personal care
industry stakeholder
10. References: - List all sources cited in your research paper using a consistent
citation style (APA, MLA, etc)

By following this structured approach, researchers can effectively examine the

marketing strategies of The Body Shop and Mama Earth using a mixed methods
research design

Data Collection Method:

1. Survey: Surveys will be conducted to collect quantitative data from a larger
sample of consumers, The survey questionnaire will include questions related
to brand awareness, brand awareness, purchasing behavior, attitudes toward
ethical and sustainable practices, and strategic preferences marketing,
Surveys can be conducted online or in person, depending on the target
audience.

2. Content Analysis: Content Analysis will be used to analyze publicly available

documents such as marketing campaigns, social media posts, and
communications of companies from The Body Shop and Mama Earth. This
approach will provide insight into brand messaging, themes and strategies
related to ethics, sustainability and marketing communications.

Sampling technique and sample characteristics:

1. Survey: Convenience sampling technique will be used to recruit survey
participants The sample will include consumers who have purchased products
from The Body Shop and Mama Earth in the past year Participants will be
recruited through online platforms, social media, and mailing lists, Sample
characteristics will include demographics such as age, gender, income level,
and geographic location

2. Content Analysis: Systematic sampling techniques will be used to select a

representative sample of marketing materials for content analysis, Materials
will be collected from official websites, social media platforms, advertising
campaigns and other sources.

Sample characteristics will include the type of content, topic, and time period
covered in the analysis

Data analysis process:

1. Surveys: Quantitative data from the surveys will be analyzed using statistical
software such as SPSS or Descriptive statistics (e.g, frequencies, means) will
be calculated to Summary of survey responses, Inferential statistics (e.g,
t-tests, ANOVA) can be used to test relationships between variables and test
hypotheses

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Kunal Gupta Dissertation
 2. Content Analysis: Content analysis of marketing materials will involve coding
and categorizing the themes, messages and strategies used by The Body
Shop and Mama Earth use Patterns and trends will be identified across
different types of content (e.g. social media posts, advertising campaigns)
Qualitative data analysis software such as Vivo can be used to support the
analysis process

By combining surveys and content analysis, researchers were able to collect rich
and diverse data about the marketing strategies of The Body Shop and Mama Earth,
analyzing the data using appropriate techniques and generate meaningful insights
into consumer and brand perceptions, strategy in the field of beauty and cosmetics

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Kunal Gupta Dissertation
 Results

The Body Shop and Mama Earth Integrated Marketing Communication

Strategies

Advertising and promotional campaigns: The Body Shop and Mama Earth have
launched various advertising and promotional campaigns to increase brand
awareness and promote their products

- The Body Shop is known for its socially responsible advertising campaigns,
focusing on issues such as animal testing, environmental sustainability and fair trade

- Their campaigns often feature bold messaging and imagery to support ethical
practices in the beauty industry [refer to Appendix 1]

- Mama Earth's advertising campaigns emphasize the natural and organic

ingredients used in their products as well as their commitment to environmental
sustainability and social responsibility [refer to Appendix 1]

- They often emphasize the benefits of products for mothers and babies, focusing
on the topic of health and well-being

Branding and positioning: Both brands have distinct brand identities and market
positions, reinforced by their marketing efforts

- The Body Shop positions itself as a pioneer in ethical and sustainable beauty,
focusing on cruelty-free products, fair sourcing and activism on issues society and
environment [refer to Appendix 1]

- Their brand emphasizes values such as empowerment, inclusion and

environmental stewardship

- Mama Earth positions itself as a natural, trusted brand for mothers and babies,
providing safe and effective products based on natural ingredients

- Their brand conveys a sense of care, concern and authenticity, attracting parents'
concern about their children's health

Social presence and engagement: Both brands have a strong social media
presence and actively engage with their followers across multiple platforms different

- The Body Shop maintains an active profile on platforms such as Instagram,

Facebook and Twitter, where they share content related to their products, campaigns
and advocacy efforts

- They encourage user-generated content and audience interaction through

comments, posts, and polls

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Kunal Gupta Dissertation
- Mama Earth leverages social media platforms to connect with its target audience
of mothers and parents

- They share content related to parenting advice, natural lifestyles, and product
recommendations, cultivating a sense of community and support among their
followers

Influencer collaborations and collaborations: Both brands partner with

influencers and celebrities to enhance their reach and credibility,

- The Body Shop has partnered with influencers and activists that align with their
brand values and goals

- They hire influencers to promote their products, advocate for social and
environmental issues, and participate in campaigns and events

- Mama Earth collaborates with parenting influencers and mom bloggers who can
authenticate their products and share their experiences with their audience

- They often feature user-generated content from influencers and customers on their
social media platforms

Customer experience and loyalty programs: Both brands prioritize customer

experience and offer loyalty programs to reward repeat purchases and encourage
brand loyalty

- The Body Shop focuses on providing a personalized experience to customers

through in-store consultations, product demonstrations and trial programs.

- They offer a loyalty program called “Love Your Body Club,” which offers members
discounts, rewards, and special offers,

- Mama Earth focuses on convenience and accessibility for its customers, with an
online platform that makes it easy to browse, order and have products delivered

- They offer a loyalty program that rewards customers with points for purchases,
which can be redeemed for discounts or free products.

- Focuses on advertising and promotional campaigns, branding and positioning,

social media presence and engagement, influencer collaborations and partnerships,
and customer experience and loyalty programs,
The Body Shop and Mama Earth are able to effectively connect with their target
audiences, differentiate themselves in the market and build strong brand loyalty

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Kunal Gupta Dissertation
5 . Consumer Attitudes towards The Body Shop and Mama Earth

Consumer attitudes towards The Body Shop and Mama Earth:

1. Brand awareness and image: Consumers perceive The Body Shop as a
brand The brand is socially responsible and ethical, prioritizing cruelty-free
products, fair sourcing and environmental sustainability, The brand is
associated with activism and advocacy for social and environmental causes
-- Mama Earth is considered a natural and organic brand, providing safe and
gentle products for mothers and babies, Consumers view Mama Earth as a
trustworthy brand that prioritizes the health and well-being of its customers

2. Purchase intention and brand loyalty: Consumers who value ethical and
sustainable practices are more likely to purchase from The Body Shop due to
its commitment by The Body Shop for products that are cruelty-free and
ethically sourced, Brand loyalists appreciate The Body Shop's activism and
advocacy efforts
— Parents and environmentally conscious consumers tend to purchase from
Mama Earth because of its emphasis on natural ingredients and eco-friendly
packaging
— Brand loyalists appreciate Mama Earth's dedication to creating safe and
effective products for their families [refer to Appendix 1]

3. Perceived value and customer satisfaction: Consumers feel that The Body
Shop products provide value for money, based on quality quality of
ingredients and the brand's ethical stance,
— Customer satisfaction is high among those who value environmentally
friendly and non-toxic products
—- Mama Earth products are considered to offer excellent value for money
thanks to their use of natural ingredients and the brand's commitment to
safety and effectiveness, Customer satisfaction is high among parents who
prioritize the health and happiness of their children

4. Comparative analysis of consumer attitudes towards The Body Shop and

Mama Earth: Comparative analysis reveals differences in consumer attitudes
towards The Body Shop and Mama Earth are based on factors such as brand
positioning, target audience and product offering.
– Consumers who prioritize social and environmental causes may like The
Body Shop for its strong advocacy and ethical sourcing practices.
-- Parents and families looking for safe, natural products can turn to Mama
Earth because of its focus on natural ingredients and baby-friendly product
formulas. [refer to Appendix 1]
– Both brands appeal to consumers who value ethical and sustainable
practices, but they can resonate differently based on individual preferences
and priorities

In summary, consumer attitudes toward The Body Shop and Mama Earth are shaped
by brand awareness and image, purchase intention and brand loyalty, perceived
value, and customer's satisfaction, While both brands share a commitment to ethical
and sustainable practices, they cater to different consumer segments and offer
unique value propositions

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Kunal Gupta Dissertation
6. Data Analysis and Findings
Based on the data provided, the analysis of consumer behavior and perception
towards The Body Shop and Mother Earth is as follows:

1. Ad exposure:- The Body Shop and Mama Earth seem to have a strong
advertising presence and customers often comment on the ads, especially on
social media platforms like Instagram and Facebook. [refer to Appendix 1]

2. Recommended Reading Guide:- Social media appears to be the most

effective channel for both brands, with influencers and TV also mentioned,
albeit to a lesser extent. [refer to Appendix 1]

3. Social Media Engagement:- Most respondents follow Mother Earth on social

media, less The Body Shop. However, most people who follow a brand have a
good judgment about the quality and relevance of the content.

4. Promotional Campaign Participation:- While a few respondents have

participated in promotional campaigns or contests, the data doesn't indicate
widespread engagement in such activities. [refer to Appendix 1]

5. Perceptions of the Brands:- Both brands generally enjoy positive perceptions

among consumers, with attributes like product ingredients,
cruelty-free/environmentally friendly practices, and brand reputation being
commonly cited as influencing factors. [refer to Appendix 1]

6. Purchase Intent:- There's a high likelihood of purchase reported for both

brands, with factors such as product ingredients, brand reputation, pricing,
and product range playing significant roles in influencing consumer decisions.

7. Importance of Product Reviews:- Product reviews and ratings are deemed

important by respondents, indicating that they significantly influence purchase
decisions for both The Body Shop and Mama Earth products.

8. Satisfaction with Shopping Experience:- Overall satisfaction with the shopping

experience at both The Body Shop and Mama Earth seems to be relatively
high, with consumers generally reporting positive experiences.

In summary, the data suggests that The Body Shop and Mama Earth have effectively
leveraged social media channels for advertising and engagement, leading to positive
consumer perceptions and high purchase intent. However, both brands may have an
opportunity to increase their promotional efforts and connect with consumers through
promotions and contests.

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 Discussion

Effectiveness of IMC strategy in influencing consumer attitudes: Integrated

marketing communications (IMC) strategy plays an important role in shaping
consumer attitudes for brands like The Body Shop and Mama Earth

The Body Shop: The effectiveness of The Body Shop's IMC strategy lies in the
consistency of its message and alignment with its brand values
- Leveraging advertising campaigns, social media presence and influencer
partnerships, The Body Shop effectively communicates its commitment to
ethical sourcing, environmental sustainability, school and social activities
- These efforts resonate with consumers who prioritize these values, leading to
positive attitudes and brand loyalty
- Mama Earth:Similarly, Mama Earth's IMC strategy focuses on highlighting
natural ingredients, safety standards and commitment to the health of mothers
and babies
- Through targeted advertising, social media engagement and influencer
collaborations, Mama Earth effectively conveys its brand promise of providing
safe and effective products to families

These efforts contribute to positive consumer attitudes and repeat purchases among
the target audience

Key factors influencing positive consumer perceptions:

Several key factors contribute to positive consumer perceptions of brands

such as The Body Shop and Mama Earth:

1. Ethical and sustainable practices : Consumer values of brands that prioritize

ethical sourcing, environmental sustainability and social responsibility, The
Body Shop and Mama Earth's commitment to these values will enhance their
brand image and promote positive consumer perception.

2. Quality and performance: Consumers expect high quality products that live up
to their promise, The Body Shop's reputation for environmentally friendly and
non-toxic products, coupled with Mama Earth's emphasis on natural
ingredients and safety standards, contributes to a positive perception of
quality and product quality and effectiveness.

3. Brand authenticity: Consumers appreciate brands that are authentic in their

messages and actions, The Body Shop's long-term activism and advocacy
efforts, coupled with Mama Earth's transparent communication of product
ingredients and formulations, contribute to increased perceptions of
authenticity and trustworthiness.

4. Customer Engagement: Brands that actively engage with customers and

listen to their feedback tend to foster stronger relationships and loyalty, The
Body Shop and Mama Earth engage with consumers through a variety of

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 channels including social media, customer support and community initiatives,
helping to drive positive consumer awareness

Challenges and limitations of the IMC strategy implemented by The Body Shop
and Mama Earth: Although effective, The Body Shop and Mama Earth may face
challenges and limitations in implementing IMC strategy:

1 Market Saturation:

- The beauty and personal care market is very competitive, making it difficult for
brands to stand out amid the noise
- The Body Shop and Mama Earth must continually innovate and differentiate
to maintain consumer interest and relevance

2. Consistency in messaging:

- Maintaining consistent messaging across different channels and touchpoints

can be challenging, especially for brands with diverse product lines format
and target audience
- The Body Shop and Mama Earth must ensure that their IMC strategy is
consistent with their brand values and positioning to avoid any confusion or
dilution of their brand image

3. Influencer Authenticity:

- While collaborating with influencers can be effective in reaching new

audiences, brands need to keep authenticity in mind and transparency
- The Body Shop and Mama Earth should partner with influencers that truly
align with their values and philosophies to maintain credibility and consumer
trust
4. Evolving Consumer Preferences:

- Consumer preferences and trends in the beauty and personal care industry
are constantly evolving
- The Body Shop and Mama Earth must adapt their IMC strategies to reflect
changing consumer expectations and preferences, while staying ahead of
trends to remain relevant in the market

Overall, although The Body Shop and Mama Earth's IMC strategies have been
successful in influencing consumer attitudes and perceptions, they must still be
vigilant and agile to meet the challenges and seize opportunities within a dynamic
landscape of landscape beauty and personal care

8. Implications and Recommendations

Practical implications for cosmetics retailers:

1. Implementing ethical and sustainable practices: Cosmetics retailers should:
Practices must focus on ethical sourcing, environmental sustainability, and

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 social responsibility, their business activities and their product range;
Consumers increasingly value brands that are committed to these values, as
evidenced by the positive response from brands such as The Body Shop and
Mama Earth.

2. Authenticity and Transparency: Maintain authenticity and transparency in our

brand communications and marketing efforts
- Consumers value authentic brands that are transparent about their practices,
ingredients, and values
- Retailers need to ensure their IMC strategy reflects their brand ethos and
resonates with their target audience

3. Customer Interaction: Actively interact with customers through various

channels including social media, customer support, and community initiatives
- Building relationships with customers and listening to their feedback
strengthens brand loyalty and fosters a sense of community and belonging
among consumers

Recommendations to improve IMC performance:

1. Integrated Approach: Adopt an integrated approach to marketing

communications that ensures consistency and consistency across all
channels and touchpoints, To do Align messaging, imagery, and brand assets
across advertising, social media, packaging, and in-store experiences to
create a consistent brand identity and maximize impact.

2. Personalization: Leverage data and technology to personalize marketing

communications and tailor messages to individual consumer preferences and
needs.

3. Implement targeted advertising, email marketing, and loyalty programs that

provide personalized recommendations and benefits based on customer
behavior and preferences.

4. Innovative Content: Create innovative and engaging content that captures

consumer attention and sparks conversation Experiment with storytelling,
user-generated content, interactive experiences, and immersive technology to
create memorable brand experiences that resonate with consumers and
differentiate your brand from your competitors

Further research areas:

1. Consumer Behavior Trends: Explore emerging consumer behavior trends in

the beauty and personal care industry, including:
- The impact of social media on clean beauty transitions, digital shopping
habits, and purchasing decisions
- Understanding these trends can influence future marketing strategies and
business decisions.

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 2. The Impact of Sustainability Initiatives: Explore the impact of sustainability
initiatives on consumer perceptions, purchasing behavior, and brand loyalty
- Evaluate the effectiveness of various sustainability strategies, including:
Eco-friendly packaging, carbon-neutral operations, and ethical sourcing that
fosters consumer engagement and loyalty

3. Cross-Cultural Analysis: Conduct a cross-cultural study to explore differences

in consumer attitudes and perceptions towards ethical and sustainable beauty
brands in different regions and populations
- Compare and contrast consumer responses to brands such as The Body
Shop and Mama Earth in different cultural contexts, identifying universal
principles and localized strategies

By implementing these recommendations and exploring further research areas, a

beauty retailer can improve the performance of her IMC, build stronger connections
with consumers, and improve her performance in an increasingly competitive market
environment that can drive sustainable growth.

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 Conclusion

This study examined marketing strategies and consumer attitudes towards two
prominent brands in the beauty and hygiene industry: The Body Shop and Mama
Earth.

Key findings include:

- Both brands use Integrated Marketing Communications (IMC) to communicate
their commitment to ethical sourcing, environmental sustainability and social
responsibility.
- Factors influencing consumer attitudes towards The Body Shop and Mama
Earth. such as brand vision, product quality, authenticity and commitment.
- Body Shop is known for its activism and advocacy, while Mama Earth appeals
to parents looking for natural and safe products for their families.
- Challenges and limitations in implementation. IMC strategies include market
saturation, communication consistency, influencer authenticity, and changing
consumer preferences.

Contribution to existing literature:

- This study adds to the existing literature by providing insights into the
effectiveness of IMC strategies in shaping consumer attitudes towards ethical
and sustainable beauty brands.
- It emphasizes the importance of authenticity, transparency and customer
engagement in building strong brand perception and loyalty.
- In addition, the comparative analysis of The Body Shop and Mama Earth
provides valuable lessons for beauty marketers.

Conclusions and future prospects:

- In conclusion, it can be said that The Body Shop and Mama Earth have
successfully used IMC -strategies to differentiate themselves in the market
and consumers resonate with those who value ethical and sustainable
practices.
- Going forward, beauty retailers can improve their IMC performance by
incorporating authenticity, personalization and innovation into their marketing
efforts.
- Future research should continue to investigate emerging consumer trends,
the impact of sustainability initiatives, and cross-cultural differences in
consumer attitudes toward ethical beauty brands, providing valuable
information for both practitioners and researchers.

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 Appendix 1: [Questionnaire and responses]

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