Brand Audit of The Body Shop Vietnam: A Case Study in Digital Marketing Communication, Slides of Marketing

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CONDUCT A

BRAND AUDIT

DIGI TAL MARKETING COMMUNI CATI ON - MKTG

Name: Pham Hoang Gia Thao sID: 39149999 Lecturer: Hai Le Number of Slides: 22 Date of Submission: 20/9/

1/ Brand Background 2/ Brand Identity consistency 3/ Brand Tone of Voice consistency 4/ Brand Content Framework 5/ Core Brand Positioning 6/ Recommendations TABLE OF CONTENTS (The Body Shop Vietnam n.d)

2. BRAND IDENTITY CONSISTENCY Gl obal Websi tes

• (^) Logo and website bar are laid out consistently throughout the website.

UK France^ Vietnam

Focusing on summer products Promoting new products under "passion fruit" Promoting the new wellness product launched in August

• (^) Differences in the native language, various promotions.

⇒ Different websites have different layouts and are characteristic of diverse countries, hitting customers'

psychology according to their needs.

• (^) Website design and content are similar across countries.

⇒ The same content and design create unity in design, leaving a deep impression in the mind of customers when

clicking on the website.

So u r ce : Th e Bo d y Sh o p Vi e t n a m n. d

2. BRAND IDENTITY CONSISTENCY Logo & Packaging 2006 - 2017 2017 - now - (^) After Nature took over as management, the TBS logo

started to evolve. TBS logo is now more elegant and

feminine than before.

• (^) Expressing the true character of a woman with the

flexibility of a wreath with 3 "feathers" on each side →

As a wreath on a goddess' head

• (^) The brand's distinctive color is forest green, which stands for fresh

nature as well as new life and complete health.

• (^) Plastic waste is used in the packaging so that it can be reused and filled

again.

3

⇒ TBS only utilizes one logo, which reinforces the brand's reputation among

consumers while also ensuring product consistency, making a distinctive

mark, and making a particular mark.

⇒ Sending out environmental campaign messages and urging everyone to

work together to defend the environment.

(The Body Shop Vietnam n.d)

2. BRAND IDENTITY CONSISTENCY Website Contents - (^) Scrolling down the page will appear the message that TBS always wants to direct consumers to a green campaign with product refill station, love yourself, and empower them to speak up and commit to sustainability. - (^) Each click on “learn now” will lead to another page specifically about that campaign → Customers can refer to it to better understand the brand's work. ⇒ Emphasize its brand image and mission in customers' mind and leverage the low-involvement product to an emotional level. Overall, TBS's website material is particularly distinctive since it expresses everyone's great desire to work together to defend a sustainable and plastic-free society through brief texts.

2. BRAND IDENTITY CONSISTENCY Facebook & Instagram C ontents

• (^) There is a similarity between IG and FB about posts → Facebook & Instagram are perfectly consistently for the website Mini game to PR for new product. → Improve brand engagement through customer interaction with TBS's social media. Mid-year discount content. → Activate automatic buying pressure and improve brand preference. Content promoting the campaign “Empowering Voices”. → Create sympathy and closeness between brand and customers
• (^) Influencer marketing (people who have influence on young people) → Increase customers word-of-mouth, social image, and brand trust in their hearts. ⇒ As the 2 main communication channels, FB and IG provide more interesting, trendy and relevant content to trigger customer interactions.
• (^) However, due to the thought of overlapping with Facebook Boring material, TBS's IG has yet to receive much participation.

2. BRAND IDENTITY CONSISTENCY Offline Contents

• (^) Campaign: Act For Change - Action For Change.
• (^) Place: Ha Noi & Ho Chi Minh City. (There will probably be 400 more stations this year)
• (^) Activity: Select Refill - Reduce plastic waste, Reduce green bags.
• (^) Conditions: Bring cleaned plastic bottles to Green Points to be recycled into other useful things, such as plastic combs. (kenh14 2021)

Refill Station

STOP using paper bags

TBS also says NO to paper bags. → As a result, beginning September 1st, customers will pay 3, VND per bag. ⇒ Create for customers a radical sense of environmental protection → Understanding between customers and brands. ⇒ TBS's determination to protect the environment → Positive influences and increased brand image. (The Body Shop Facebook 2022) TBS is proud to have established as a "GREEN" brand in the minds of its customers and to have reinforced the image of "ACT FOR CHANGE."

3. BRAND TONE OF VOICE Website Voice

• (^) Mission: The Body Shop creates closeness between the brand and the customer by using third person narration (we), intimate and direct language → Daily language makes the message easier to understand. ⇒ Customers would feel the brand is telling the stories of their predecessors. Moreover, creating empathy when implementing campaigns about life helps consumers feel more comfortable and receptive.
• (^) Information about products: Powerful verbs and adjectives with a persuasive tone that emphasizes the product's use
• (^) Campaign: Impressive title with keywords to emphasize the core of the campaign ⇒ Stimulate customers' excitement when visiting TBS's website Customers' first port of call is their website. As a result, displaying thorough, persuasive information that is both formal and friendly will inspire the sophisticated customer category.

3. BRAND TONE OF VOICE CONSISTENCY Create a unique personality for the brand Making contents becomes more memorable and emotional Build brand trust ⇒ Because customers are always drawn by a brand's professionalism, TBS has become a "environmentalist" to affirm that conserving the earth is vital. ⇒ TBS language and tone do not make customers feel uncomfortable → Create empathy and brand attachment. (UBC 2018)

4. BRAND CONTENT FRAMEWORK Practical Content Call-to-action "Thêm vào giỏ hàng" Detailed product description How-to-use product right way Some detailed information about the ingredients of the product Actual customer experience after use ⇒ Build brand credibility, attract customers' interest & meet the needs of a wide audience by providing diverse content. (The Body Shop Vietnam n.d) (The Body Shop Vietnam n.d) (The Body Shop Vietnam n.d) (The Body Shop Vietnam n.d)

5. CORE BRAND POSITIONING The Body Shop is ranked 4th in the cosmetic industry and 3 main competitors of TBS is L’Occitane, Yves Rocher, Lush and Weleda in the line of natural & vegan cosmetics (Adelia n.d).

• (^) Office Worker (from 20 to 35)
• (^) Gen Z
• (^) Household Woman (from 25 to 40) ⇒ They are aware of their appearance, pursuing a green lifestyle. They care about the environment and prefer products extracted from nature. Look for natural, high- quality products and favor eco-friendly brands (Kantar

• (^) Product variety: TBS has many product lines for the whole body such as face, body, makeup, etc., all extracted from natural and high-quality ingredients (TBS n.d.)
• (^) Often offering product exclusive promotions

5. CORE BRAND POSITIONING TBS's target audience is young people, and women → TBS is associated with messages protecting human rights ⇒ In addition to protecting animals and the environment, TBS also launched a campaign to protect human rights, and typical of the latest "Empowering to Speak" campaign. - (^) The brand pioneering in social change has been around since 1976. - (^) The ingredient list of TBS comes from nature and is safe for the skin. - (^) Being the first brand against animal testing.

• (^) Values: Natural ingredients that are healthy for the skin, environmental protection packaging, encouraging everyone to join hands to protect the GREEN planet.
• (^) Personality: Clear, concise, and useful Act For Change

6. RECOMMENDATIONS - (^) Relaunch and focus on Youtube with topics like

product launch, “change the earth” campaign,

minigame for customers

• (^) Create new and more creative content to avoid

boredom for customers

• (^) Diversify the stories TBS bring to customers and have

a certain posting schedule to attract viewers

• (^) Attach the main website link, Youtube and IG under

each Facebook post → As a means to attract

interaction to other social channels.

(The Body Shop Instagram 2022) (The Body Shop Youtube 2022)

6. RECOMMENDATIONS

Tiktok is one of the top 5 most popular social media platforms. Tiktok is called the "home ground" of Gen

Z (Wallaroo Media 2022), and the main space to express the user's personality (Literat and Kligler-

Vilenchik 2019)

Start a new trend: Collect plastic waste and bring it to TBS refill station to watch how it is recycled to adorable combs.

• Hashtag challenge: #actforchange
• Strategies: KOLs, TikTok advertisements, user-generated content (IG reels, Youtube short...)
• (^) Target: The users aged 22- increase from 22.4% to 27.4% (2022). → There will be a lot of potential customers.
• (^) Content: Only from 15- seconds but clear, direct
• (^) Creative content, avoid boring and easy to trend
• (^) Create a separate hastag for example #actforchange, #thebodyshopvietnam, #changetheearth, so on. Through Tiktok marketing:
• (^) Strong interactions with official customers and potential customers
• (^) Promote new products and promote messages in modern life.
• (^) Not only spreading the message of environmental protection, but people can make their plastic waste into useful good. (The Body Shop Tiktok 2022)