I am going to be comparing and analysing The Body Shop and Aveda as brands, looking at there different target markets and storylines, differences and similarities.
I created a mind map pulling out words that describe the body shop as a brand and some of there brand story elements.
I have then created the exact same mind map below but for AVEDA instead, looking into there storyline and why they do certain promotion elements.
I have to put together a list of words which I think represents the brands and shows there differences within there brand story and image.
Overall I think Aveda story line is a organic eco friendly brand which is based around hair skin and wellness. They have exclusive member discounts and clubs, in store appointments and experiences for there clients to use. There story is making aveda apart of your daily health routine to become a natural part of life which is there not only benefit your hair and skin with there natural ingredients but also to benefit the wellness and is based around self love. There consumer is a older women with more disposable income, who loves nature and wants to look after there hair and skin. They want to be apart of the sustainable issue which is currently an ongoing issue.
The bodyshop is a more affordable brand which offers a range of bright packaging and gifting range. The scents offered are normally of one specific scent and they don't have a large range of different smells regularly. The brand is looking to attract a lower younger target market with there use of pop colours on there packaging and there basic fruit and plant based pictures on each product with the corresponding scent. There story line is a natural body based store which offers a range of strong smelling products which can be given as a gift or used everyday by anyone. The scents used are normally very sweet which attracts a more female market and there prices are aimed at a more affordable market with less disposable income, 18-30 year olds.
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