Well Known Product #3: Bath and Body Works

 

“Bath & Body Works has reinvented the personal care industry with their introduction of fragrant flavorful indulgences, including shower gels, lotions, candles and accessories. With a focus on creating and offering the best products, and an emphasis on innovation from nature, Bath & Body Works is destined to become the ultimate personal care destination.” (BathandBodyWorks.com)

 Consumers: 


          Sophisticated, intelligent women who want to have an impactful aroma in their everyday lives. A busy body who can multi-task, and embraces all of her roles is the woman that shops at bath and body works. A woman who wants to maintain a seductive smell and leave a trace of her personal aroma anywhere she goes.

•In the Bath & Body Works target market, women accounted for nearly 90% of all respondents of course.

•The largest represented age group was

the age group between 36 - 45 range accounting for 83% of the population. 

"Bath and Body Works is committed to helping consumers improve their emotional and physical being. Bath and Body Works has accomplished this by combining traditional spa treatments with botanical and natural ingredients, then developing an extensive collection of advanced, easy-to-use personal care products with proven effectiveness. (LimitedBrands.com)

Competitors: 

        One of Bath and Body Works competitors in the market is the company Body Shop. They are a dedicated organic company that makes all of their products out of organic ingredients that are found in nature and several parts of the world. They promote healthy ingredients and not harmful chemicals within their products.  

"Ingredients make a difference too! Body Shop uses many natural ingredients such as shea butter, cocoa butter, and grapeseed oil. In addition, they use community trade ingredients that support third world and underprivileged countries by purchasing their ingredients from poor villages in places such as Northern Ghana. It's a feel good thing to buy product that you know are helping other women around the world."(viewpoints.com)

Market Place:

      Bath and Body Works has been doing pretty good in the market place they have had numbers in the millions $2,674 million to be exact. They have 1,587 stores and only 6 % comparable stores. Being a part of  Limited Brands. Bath and Body Works is secure in a company that is having international growth.

"Our company began with one store in one shopping center in Columbus, Ohio. Almost immediately, we began opening new stores and creating new brands all across the United States. Now, we’ve got our sights set on the global marketplace. Our brands are making critical inroads into Canada and the Middle East, and are currently exported to more than 80 countries around the world."(Limitedbrands.com)

Cultivating the Community:

      
     Bath and Body Works is excellent at communicating with their customers. They have promotions via facebook which indicates that who ever is a friend of bath and body works on the site can come to the store and show one of the employees on your phone you are eligible to receive a free gift which comes in the form of a tote bag, lotion, spray, hand sanitizer.This makes them a very popular store to befriend and gives them a huge exposure an on coming customers.

  

"Our mission is to make our customers feel sexy, sophisticated and forever young. We acknowledge our responsibility to deliver on this promise by providing high-quality, safe and effective products in all of our brands." (Limited Brands)