Bath & Body Works Marketing Strategy & Marketing Mix (4Ps)

Published in Services category by MBA Skool Team

Here is the marketing strategy of Bath & Body Works which analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).

Bath & Body Works Product Strategy:

The product strategy and mix in Bath & Body Works marketing strategy can be explained as follows:

Bath & Body Works is one of the leading skin care brands based out of the USA. It has a diverse offering under its marketing mix product portfolio. The brand offers products ranging from candles to hand soaps in the United States market.

It specializes in the fragrance personal care products. Some of its products are

• Shower Gel

• Lotions

• Soaps, scrubs, handwash

• Aromatherapy

• Room Sprays

• Hand sanitizer

• Lip Gloss

• Skin Care

• Hair Care

There is a lot of variety available under the Bath & Body Works umbrella brand.


Bath & Body Works Price/Pricing Strategy:

Below is the pricing strategy in Bath & Body Works marketing strategy:

Bath & Body Works targets a range of customers over a varied range of products. Although some of there products are economical, their average price range varies between 3$ to 395$ depending on the product segment.

Bath & Body Works sometimes provide coupon codes for a discount on their products.

Bath & Body Works Place & Distribution Strategy:

Following is the distribution strategy in the Bath & Body Works marketing mix:

Bath & Body Works sells its products in offline retail stores and has a significant presence in the online e-commerce space through its own website. It has adopted two-fold strategies to create an omnichannel network for its products.

Extensive distribution enables the brand to reach to wide audience worldwide.

Bath & Body Works Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bath & Body Works marketing strategy is as follows:

Bath & Body Works uses several media channels to promote its brands. Mostly it promotes with digital ads and discount offers. Through their own e-commerce retail, they allow their users to send their products as gifts to their near and dear ones. Currently, it experiences a stiff competition from brands like Sephora and hence indulges in aggressive promotion for their products.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Bath & Body Works.


Bath & Body Works hires the utmost skilled people across different domains be it sales or the management roles. They train the people with upcoming digital technologies to keep their skill sets at par with the demands of the business environment. Their staffs portray courteous behavior in their retail stores and that act as a very big add-on to their sales.


Bath & Body Works is predominantly known for its fragrance products and it uses the best of the qualities to prepare them. When it comes to retail sales and marketing it has managed to carry out a state of art unique technology to bridge the online and offline sales. They have introduced trackable email coupons with trackable barcodes that allow the stores to track coupon redemption. For online customers, Bath & Body Works offer a payment gateway through PayPal and hence can target a bigger audience.

Physical Evidence:

Bath & Body Works recognizes itself with its name across the retail stores. In order to create an effective omnichannel network, the company has come up with the strategy of printable shopping list where the customers can look into the products online, add to their shopping lists, take a print out of it and can buy them in the retail store. This printable shopping list serves as a unique recognition of the brand among the customers. Apart from these, it tries to create its presence in the brochures, websites etc. Hence this completes the marketing mix of Bath & Body Works.

About Bath & Body Works:

Bath & Body Works is an US-based retailer that mainly deals with fragrance personal care products. Started in 1990 at New Albany, it has expanded across the United States as well as to other markets including Canada and Mexico.

The company has its presence in more than 1500 locations. The annual revenue of the brand is in excess of $2 billion.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Bath & Body Works. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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