Bath & Body Works

Background Bath & Body Works is a premium retailer owned by Limited Brands, producing spa treatments, soap, beauty products and fragrances for the home. Stores include products from several different brands ranging from aromatherapy, C.O. Bigelow (an apothecary), True Blue spa, Slatkin & Co. for home fragrances, White Barn Candle Company and Bath & Body’s signature fragrance and body care collection.

PROBLEM STATEMENT
Key Marketing Problems
1. Bath & Body Works carries a wide range of products from lotions, soaps, candles, home fragrance, and at-home spa treatments. Because Bath & Body Works has not focused on one particular aspect, they have many competitors who have a greater brand identity due to their home-fragrance specialization.

2. During the off-season, especially spring and fall months, sales can decrease to 1/3 of the amount of holiday net income. This is largely due to the large decrease in marketing compared to winter months and the lack of traditional print or broadcast advertising.

SITUATION
ANALYSIS
SWOT
Market & Consumer Behavior Analysis
Competitive Analysis
Product Analysis

SWOT ANALYSIS
Strengths
 Cost Advantage
 Asset Leverage
 Strong Brand Recognition & Loyalty

Weaknesses
 Poor Supply Chain
 Weak Management Team
 Low Market Share

Opportunities
 Financial Market
 Innovation
 Product and Service Expansion

Threats
 Competition
 Economic Slowdown
 Price Wars

MARKET & CONSUMER BEHAVIOR
ANALYSIS
 Management
 Marketing
 Research
 Segmentation
 Consumer Behavior
 Creativity

COMPETITIVE ANALYSIS

PRODUCT ANALYSIS

TARGET MARKET
1. Women ages 18-24 with a household income of at least $50,000, without children, and have some postsecondary education.
2. Women ages 25-54 with a household income of at least $75,000, with children, and employed in white-collar positions.

OBJECTIVES

Marketing Objectives

IMC Objectives

Media Objectives

STRATEGIES AND PROGRAMS
 Marketing Strategies
 Media Strategies

IMC Strategies and Programs

 Elements of the IMC Mix
 Copy Platform
 Creative Strategies and execution

CREATIVE EXECUTIVE (STORYBOARD)

REFERENCES

“About Us”. Bath & Body Works. (2012). Retrieved May 9, 2015 from http://www.bathandbodyworks.com/corp/ index.jsp;jsessionid=SM54PTQVpZN3FQ32RpcHgG0g2TTrpJFhsQfyJdHr TJBY6TnGVVqy!-364969315?page=aboutus